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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.

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

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

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