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Presented By: Stephen Peron Director of SEO, LSF Interactive
<ul><li>Who AM I? </li></ul><ul><li>What was the Google Place Search Update? </li></ul><ul><li>Why the Update? </li></ul><...
<ul><li>Stephen Peron </li></ul><ul><ul><li>Director of SEO at LSF Interactive </li></ul></ul><ul><ul><li>6 Years of exper...
<ul><li>Occurred October 27, 2010 </li></ul>Old “7 Pack” Results New Google Place Search
<ul><li>Disappearance of Organic Results </li></ul><ul><ul><li>Client ranked 6 th  organically before update; found on pag...
<ul><li>According to Google, 20% of searches are related to location </li></ul><ul><li>Google Loves Their Profits! </li></...
<ul><li>Google Tags ($25 / Month) </li></ul><ul><ul><li>2009: 27 million small businesses </li></ul></ul><ul><ul><li>At 1%...
<ul><li>October 12 th , 2010: Marissa Mayer moves to Local! </li></ul><ul><li>*She helped perfect normal search; now it’s ...
<ul><li>Local is All About Citation, not Links… </li></ul><ul><ul><li>Google wants to trust you, so put out the right sign...
<ul><li>Give Google Your GEO Sitemap </li></ul><ul><ul><li>http://www.geositemapgenerator.com/ </li></ul></ul><ul><ul><li>...
<ul><li>Still Optimize Organically </li></ul><ul><ul><li>Good Organic Optimization  Will Increase Overall Ranking </li></u...
<ul><li>Claim a Google Places Account … it’s Free! </li></ul><ul><li>Get Real Reviews  ( Do Not Pay For Them ) </li></ul><...
<ul><li>Buy a Google Tag  (30 Days Free) </li></ul><ul><ul><li>Test Your Performance </li></ul></ul><ul><li>Thumbnail Opti...
They Still Rank Well - Some Above The Fold - Some Below The Fold
Maybe Even Improved? - Before: 1 Link -  After: 9 Links! How? –  Rich Snippets - If you own a directory, do this!
LSF Interactive SEMPO Google Places Presentation
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LSF Interactive SEMPO Google Places Presentation

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LSF Interactive's director of SEO, Stephen Peron's presentation delivered at the SEMPO SF Jan. 26, 2011 meet-up.

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Transcript of "LSF Interactive SEMPO Google Places Presentation"

  1. 1. Presented By: Stephen Peron Director of SEO, LSF Interactive
  2. 2. <ul><li>Who AM I? </li></ul><ul><li>What was the Google Place Search Update? </li></ul><ul><li>Why the Update? </li></ul><ul><li>Tips & Tricks for Optimization </li></ul>
  3. 3. <ul><li>Stephen Peron </li></ul><ul><ul><li>Director of SEO at LSF Interactive </li></ul></ul><ul><ul><li>6 Years of experience </li></ul></ul><ul><ul><li>On Page Optimization, Keyword Research, Link Building, Shopping Feeds, and Conversion Analysis </li></ul></ul><ul><ul><li>My license plate reads “H1 SEO H1!” </li></ul></ul><ul><li>About LSF Interactive </li></ul><ul><ul><li>Established in 1999 </li></ul></ul><ul><ul><li>95 people worldwide, with US and European presence </li></ul></ul><ul><ul><li>More than 300 clients worldwide </li></ul></ul><ul><ul><li>$30 million in 2010 revenue, ranking among the top 35 US digital agencies </li></ul></ul><ul><ul><li>Two-time Inc. 5000 company </li></ul></ul><ul><ul><li>Full service offering </li></ul></ul>
  4. 4. <ul><li>Occurred October 27, 2010 </li></ul>Old “7 Pack” Results New Google Place Search
  5. 5. <ul><li>Disappearance of Organic Results </li></ul><ul><ul><li>Client ranked 6 th organically before update; found on page 2 after! </li></ul></ul><ul><li>Merge of Organic Index and Local Business Index </li></ul>
  6. 6. <ul><li>According to Google, 20% of searches are related to location </li></ul><ul><li>Google Loves Their Profits! </li></ul><ul><li>Forces small business owners to register their FREE places page(s) </li></ul><ul><li>But to standout, you must use paid advertising! </li></ul>
  7. 7. <ul><li>Google Tags ($25 / Month) </li></ul><ul><ul><li>2009: 27 million small businesses </li></ul></ul><ul><ul><li>At 1% sign up rate: 6.75 Million Dollars-a-Month! </li></ul></ul><ul><li>Google Boost </li></ul><ul><ul><li>Paid search for the common person </li></ul></ul><ul><ul><li>Set it and forget it! </li></ul></ul><ul><li>Google Offers   </li></ul><ul><ul><li>Google’s own Groupon </li></ul></ul><ul><ul><li>Endless possibilities </li></ul></ul>*300 telephone sales reps in Mountain View, Calif. selling Tags and Boost !
  8. 8. <ul><li>October 12 th , 2010: Marissa Mayer moves to Local! </li></ul><ul><li>*She helped perfect normal search; now it’s Local’s turn! </li></ul>Vice President of Search
  9. 9. <ul><li>Local is All About Citation, not Links… </li></ul><ul><ul><li>Google wants to trust you, so put out the right signals! </li></ul></ul><ul><ul><li>Use Consistent Information </li></ul></ul><ul><ul><ul><li>Street vs St. </li></ul></ul></ul><ul><ul><ul><li>Avenue vs Ave. </li></ul></ul></ul><ul><ul><ul><li>Use Local Telephone Numbers </li></ul></ul></ul><ul><ul><li>Update Your Business Data </li></ul></ul><ul><ul><ul><li>Use Localeze or infogroup </li></ul></ul></ul>
  10. 10. <ul><li>Give Google Your GEO Sitemap </li></ul><ul><ul><li>http://www.geositemapgenerator.com/ </li></ul></ul><ul><ul><li>Submit to Google Webmaster Tools </li></ul></ul>
  11. 11. <ul><li>Still Optimize Organically </li></ul><ul><ul><li>Good Organic Optimization Will Increase Overall Ranking </li></ul></ul><ul><ul><li>Create Service Pages – Less Bounce Rate </li></ul></ul>
  12. 12. <ul><li>Claim a Google Places Account … it’s Free! </li></ul><ul><li>Get Real Reviews ( Do Not Pay For Them ) </li></ul><ul><li>When Looking at Competitors, Find “More About This Place.” </li></ul>
  13. 13. <ul><li>Buy a Google Tag (30 Days Free) </li></ul><ul><ul><li>Test Your Performance </li></ul></ul><ul><li>Thumbnail Optimization </li></ul><ul><ul><li>First Image Uploaded </li></ul></ul><ul><ul><li>Could Put a Call To Action! </li></ul></ul><ul><li>Local is Not Perfect </li></ul><ul><ul><li>It Takes Time to Update </li></ul></ul><ul><ul><li>Lots of Errors </li></ul></ul>
  14. 14. They Still Rank Well - Some Above The Fold - Some Below The Fold
  15. 15. Maybe Even Improved? - Before: 1 Link - After: 9 Links! How? – Rich Snippets - If you own a directory, do this!
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