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Practical guide on local search and SEO for Google Places. Slides from the SEO Conference 2011 in Sofia, Bulgaria.

Practical guide on local search and SEO for Google Places. Slides from the SEO Conference 2011 in Sofia, Bulgaria.

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  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local data and local search results are data that users rely on to be 100% accurate. It could be that they've been taught from a young age that maps are accurate. Think back to when you'd use an Atlas or Encyclopedia (I know...what's that?), and you'd analyze the specific details of a topographical map, or the exact scale used to measure distances. The thought never crossed your mind that much of this data could simply be wrong. Even in more recent digital history, when people enter in an address in their car's GPS unit, they don't assume it will be wrong some of the time. People expect perfect data in maps.
  • Hotel rates in Places page/resultsBooking directly in Places
  • Sentiment analysis - the ability to parse reviews into finer categoriesNew place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
  • Oct 2010 - location Categories - what are the best categories?Reviews - what are the best sites to get reviews?Citations - what are the best sites to get listed?Links - what are the best links to build?
  • Full address now in adLocation extension (Use addresses from a Google Places account ; Use manually entered address)Boost
  • Google has a responsibility to ensure local data is accurate because local data is the bridge between search and the real world. And when information is wrong in local, it leads to real world consequences.
  • Categories - what are the best categories?Reviews - what are the best sites to get reviews?Citations - what are the best sites to get listed?Links - what are the best links to build?
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Oct 2010 - location of Google maps in search results moved to the right hand side pushing organic bellow the fold
  • Reviews – People will talk!
  • Shopping results in Place page
  • Hotpot iPhone
  • Business photos from Google: United States, Japan, Australia, New Zealand, UK, South Korea, and France http://maps.google.com/help/maps/businessphotos/
  • What are Google’s two biggest Local vulnerabilities? Lack of “in-house” user reviews and the lack of a social graph. one of the things that I think Google found so attractive about Groupon was the potential for an insane review count–30+ million if each Groupon user left even one review about their experience at a business they’d visited.  Carter was tight-lipped about how many native Places reviews Google had, but compare that 30 million number to the 14 million Yelp reviews
  • limited nationwide rollout of  check-in offers at “thousands of places across the U.S. using Latitude on the iPhone and Android”.
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • What are Google’s two biggest Local vulnerabilities? Lack of “in-house” user reviews and the lack of a social graph. one of the things that I think Google found so attractive about Groupon was the potential for an insane review count–30+ million if each Groupon user left even one review about their experience at a business they’d visited.  Carter was tight-lipped about how many native Places reviews Google had, but compare that 30 million number to the 14 million Yelp reviews
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Hotpot iPhone
  • Haven’t totally figured out local strategyPlaces Check-ins (+ Deals)Perhaps 2+ million SMBs with Pages?Active vs. presence onlyPenetration in some categories high Compare: Google Places (4M+)
  • Without a doubt, 2009 was the year that Twitter became a major player in local search. TheirAPI added location awareness in August, and just last week Twitter bought TownMe, the owner of GeoAPI. Twitter has truly become a critical component for local online marketing More than 200 million users globallyMore than 65 million “tweets” per dayWants to figure out localPlaying with dealsWants to offer ad product for SMBs
  • New place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
  • New place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
  • Google Latitude iPhone
  • Google Places iPhone

Transcript

  • 1. LocalSEO For Global Marketing
  • 2. HOP ONLINE
    • Company
    • 3. Full service digital agency: SEO, PPC, SMM
    • 4. Founded 2009 in Sofia, Bulgaria
    • 5. Clients form USA, UK, Israel & Bulgaria
    • 6. Achievements
    • 7. Google AdWords Certified Partner Company
    • 8. SEOmoz Recommended Company
    • 9. Clients
  • Local Search
    • What? Where?
    • 10. Seeking information online with the intention of making a transaction offline
    • 11. Results served from multiple sources:
    • 12. search engines;
    • 13. mobile search(Android, iPhone, BlackBerry);
    • 14. local directories(Yelp, Insider Pages, Super Pages);
    • 15. location aware platforms;
  • 16. Local Search (cont’d)
    • Google serves local results based on IP address
    • 17. “Google maps is a way of organizing the world's information geographically”(Lars Rasmussen,Google Maps co-founder)
    • 18. Local SEOvs Organic SEO
    • 19. “We were not local enough in multiple countries, especially in countries where there are multiple languages or in countries whose language is the same as the majority country.” (AmitSinghal, Google Engineer)
    • 20. Top priority forGoogle -Yelp/Groupon buyout attempts
    • 21. Maps/local data consider to be 100% accurate
    (Atlas, Encyclopedia, car GPS unit …)
  • 22. Local Search Exploding
    • 17% ofGoogle SERPs show maps
    • 23. 70% of all searches with local intent
    • 24. 20% of all searches are local(2.8 billion/monthglobally), upwards50% in mobile search
    • 25. Fastest growing area of search!
    • 26. 82% of local searchers follow up offline with in-store visit, phone call or purchase
    • 27. Over 50%of maps usage now coming from mobile (up from 40% only2 months ago!)
    • 28. 35% ofALL searches are local
    • 29. 60 millionGoogle Places globally, 6 millionowner-verified(3 million in USA only) – huge opportunities!
    • 30. 1 million+ reviews/monthinGoogle Hotpot
    • 31. Places everywhere - Google, Facebook & Twitter
    • 32. Group buying– over150 sitesin USA alone
    • 33. Local ad platforms-CityGrid, Chitika, Xad
    Sources: DM News, Kelsey Group, comscore
  • 34. Source: BrightLocal.com
  • 35. Source: BrightLocal.com
  • 36. Source: BrightLocal.com
  • 37. Source: BrightLocal.com
  • 38.
  • 39. Google’s Local Strategy
    • April2010: LBC becomes Google Places with new features
    • 40. October2010: location of Google Maps in SERPs moved to the right hand side, pushing organic bellow the fold
    • 41. November 2010: Google Hotpot introduced in 47 languages (ratings + likes)
    • 42. Marissa Mayermoved to Local and now its public face
    • 43. Latitude only the social view ofMaps, to which Google will
    be adding functionality
    • Google focusing on new local product developments in the context of their 2 core products – Maps & Places
    • 44. Hotpot recommendations is the first salvo of differentiation
    • 45. Mobile is the primary focus for local development
    • 46. Integration of ratings/reviews in SERPs leads to increase uptake
    Image credits: BlueGlass.com, Blumenthals.com
  • 47. Anatomy ofО-pack Listing
    Website Page Title
    Website Meta Description
    Local Rank
    Total Review Count
    Top Review Sources
    Image From Place Page
    Place PageLink
    Location Data From Place Page
  • 48. Clustered Top Citations
    Top Reviews
    Book Here!
    Photos/videos From Owner and Sources
  • 49. SentimentAnalysis
    Custom Details
    Details From Other Sites
  • 50. Related Similar Places Nearby
    Information From Website, UGC, Local Directories, Social Media, Groupon (recently)
    Total Count Of Citations
  • 51. The 3Main Factors From Google
    NAP = Name+ Address+ Phone!
  • 62. Source: SEOmoz.org
  • 63. Top 10 Positive Factors
    • Business address in the location in search query
    • 64. Accurate and complete details(NAP)
    • 65. Business Categories – at least 2 default categories, spam here leads to penalties (Awaiting Removal tag)
    • 66. Locationin business name / description (decreasing)
    • 67. 100% completed profile
    • 68. Quality/quantity of citations
    • 69. Reviewsand ratings(industry specific)
    • 70. Proximity to location
    • 71. UGC - My Maps, KML files, microformats
    • 72. Certain traditionalSEO factors:
    • 73. page titles/descriptions
    • 74. local links
    • 75. location in anchor text
    • 76. Contact/About us pages
    How about Check-ins & Offers?
    Credit: SmallBusinessSEM.com, DavidMihm.com
  • 77. Google Places Checklist
    • Claimed and100% completedGoogle Places Page
    • 78. Only one page per location
    • 79. Multilingual sites can claim a page for each language
    • 80. More than 10 location- Bulk upload via a spreadsheet
    • 81. Local phone number (avoidToll Free/Tracking numbers)
    • 82. Company business name– exactly asoff-line
    • 83. Company description– up to200 characters
    • 84. Categories– up to5 (default and custom)
    • 85. Exact address (Str. vs. St., Blvd vs. Boulevard)
    • 86. Website/ business email w/ same domain
    • 87. Area served!
    • 88. Photos (up to 10 )and videos (up to 5) - thumbnail
    • 89. Work hours/ Payment accepted
    • 90. Real time updates from the owner (up to 30 days)
    • 91. Respond publicly as the owner
  • Google Places Checklist (cont’d)
    • Custom details(get creative not spammy here)
    • 92. Place verification asap – mail and/or phone
    • 93. Free offers with a photo/offer code
    • 94. QR codes replaced w/NFC codes
    • 95. Tagsdiscontinued in April2011
    • 96. Upload photo as a Google user (after approval)
    • 97. Photos in slideshow (max. 1MB, 1024x1024px)
    • 98. Monthly email reports
    • 99. Facebook/Twitter links in custom details
    • 100. Foursquare RSS import to Google Places
    • 101. My Maps
    • 102. Map Maker
    • 103. Boost
    • 104. Google Offers
    • 105. Google Latitude
    • 106. Hotpot
    • 107. Free business photo session fromGoogle (in 12 countries)
  • 108. Tracking Traffic FromGoogle Places
    • Google Analytics URL Builder & 301 redirect
    • 109. Call tracking (Mongoose Metrics, Century Interactive)
    • 110. In-store pick up
    • 111. Special promo code
    • 112. New Analytics interface + new Place URLs?
     
  • 113.
  • 114. Issues With Google Places
    • Duplicate / Merged listings
    • 115. Lack of customer support
    • 116. Incomplete and pre-washed stats data
    • 117. Call tracking
    • 118. Stats data export
    • 119. Third party authorization
    • 120. Map spam
    • 121. Lost reviews form Google
    • 122. Lost stats data fromGoogle
    • 123. Bulk upload verification
  • LocalSEO For the Website
    • Local terms in titles / descriptions/ internal links
    • 124. Consistent contact details on each page(footer)
    • 125. Dedicatedlanding page for each business location
    • 126. Pages Contact / About us
    • 127. Inserted map from Google Maps
    • 128. Microformats(hCard, hReview, RDF)
    • 129. Geo-sitemap + KML files
    • 130. Links from local directories
    • 131. Social media sites w/ geo-mapping features:
    Panoramio, Picasa, Flickr, Twitter, Buzz, YouTube, Foursquare, Facebook, Gowalla …
  • 132.
  • 133.
  • 134. Local SEO Takeaways
    • One algo for local & traditional SEO-SEO more important than ever
    • 135. Local directories are still a competitor
    • 136. AdWordsmore important and more competitive
    • 137. Reviews and citations are crucialfor every business
    • 138. More room for Google Place in SERPs
  • CITATIONS
  • 139. REVIEWS
    Image credit: DavidMihm.com
  • 140. OFFERS
  • 141. Local Shopping
    • Benefits stores w/ more then 10 locations
    • 142. Product list to be updated weekly
    • 143. Product prices and quantities to be updated daily
    • 144. Requires sophisticated inventory control
    • 145. Google Local Shopping overview: http://goo.gl/c2TRG
  • Local Shopping
  • 146. Local Shopping
  • 147. Upcoming Events in Place Page (Wcities, Zevents)
    Local Social
  • 148.
  • 149.
  • 150.
  • 151.
  • 152.
  • 153.
  • 154.
  • 155.
  • 156.
  • 157.
  • 158. Image credit: DavidMihm.com
  • 159. Image credit: DavidMihm.com
  • 160. Image credit: DavidMihm.com
  • 161. Image credit: DavidMihm.com
  • 162. Image credit: DavidMihm.com
  • 163. Image credit: DavidMihm.com
  • 164. Image credit: DavidMihm.com
  • 165.
  • 166.
  • 167. Bing Business Portal
    • Bing Maps feed Bing and Facebook
    • 168. Slider indicators for the main categories
    • 169. Admin right authorization to third parties
    • 170. Free mobile site and aQR code for mobile devices
    • 171. Links toFacebook& Twitter accounts
    • 172. Window sticker w/ complete business information
    • 173. CreatingDeals (coupons) and free promotion onBing (PC/Mobile) & Facebook
    • 174. High resolution photos on Bing Maps (game changer?)
  • Town Me + GeoAPI
  • 175.
  • 176.
  • 177.
  • 178.
  • 179.
  • 180.
  • 181.
  • 182.
  • 183.
  • 184.
  • 185.
  • 186.
  • 187.
  • 188.
  • 189.
  • 190.
  • 191.
  • 192. Useful Resources
     
  • 206. Google Maps For Fun
    • Google Sightseeing
    • 207. Google Street View: Cars/Bikes/Trolleys …
    • 208. Follow Your World
    • 209. Google Maps w/ Street View
    • 210. History Pin
    • 211. Google Art Project
    and many more …
     
  • 212. Find me locally in Plovdiv
    StanislavDimitrov
    Stanislav.Dimitrov
    SearchRocks