Local SEO: Keep Austin Searchable

l o c a l s e o
keep austin
searchable
a p r e s e n t a t i o n
b y t o n y e m e r s o n
o f a p o g e e r e s u l t s

section
one
b a s i c s o f l o c a l s e o

what islocal search?
a function of Google, Yahoo, Bing (as well as other search engines and sites) that help users findthings nearby.

what islocal seo?
here
Local SEO is the application of SEO principals to local search. The purpose is to improve your position in searches with local intent.
not here

why islocal seo important?
Local search is increasingly popular
Local searchers aremore likely to purchase
There’s not enough room in the SERPs for all of us

section
two
c r e a t i n g a l i s t i n g

creating a listing
google
http://google.com/places (need Google account)
has the most fields
five category fields
custom categories
custom “additional details” fields
validate via mail or phone

creating a listing
yahoo
http://listings.local.yahoo.com(need Yahoo account)
custom fields for brand names carried, products/services offered, professional associations, specials
primary/secondary, master/subcategory selection
allows for separate toll-free number
upgrade to enhanced: tagline, photos, business desc. ($9.95/mo.)

creatinga listing
bing
http://ssl.bing.com/listings/ListingCenter.aspx(need Windows Live ID)
allows for separate toll-free number
URL not required
allows six deep links
fields for tagline, business description, brands carried, specialties, and affiliations
six pre-determined categories (prioritized list)

creating a
geo sitemap
geositemapgenerator.com
fill in location and site details
download .kml and .xml files to post to web server
submit geo sitemap to google webmaster tools

section
three
l o c a l r a n k i n g s f a c t o r s

on your
listing
be close
fill out everything
reviews matter (ratings don’t?)
keywords in title & categories
description
unique phone number + local area code

on your
website
full address(es) and maps
unique page for each location
local area code
geo in title tag
geo and/or keyword in url
traditional factors (pagerank)
kml, hCard

Citysearch.com
Superpages.com
Insiderpages.com
Merchantcircle.com
Yelp.com
Yellowpages.com
Brownbook.com
Local.botw.org
web
onthe
citations (non-link references)
local links
local authority sites
off-listing reviews
sign up everywhere
find citations from the winners

section
four
t h e n e w g o o g l e p l a c e s

favorite places
awarded to the most popular local businesses based on clicks, driving directions, and other actions
get additional traffic from google, encourage review
austin is one of the test markets
to apply: http://www.google.com/help/maps/favoriteplaces/business/index.html

service areas
only for delivery, home service, etc.
may be possible to game this system, but it’s recommended only for businesses that serve customers at their homes or offices
can now omit business address
can set service area by distance from a center point or on a zip-by-zip or city-by-city basis

tags
a new way to pay google ($15/mo.)
seems to have an effect on local search, at least with reviving merged listings
choose to highlight directions, your Google Places coupon, photos, videos, or your website
website link: followed but redirected

in summation
with mobile explosion, local seois morepopular – and driving more sales – than ever
keep rankings factors in mind when creating listings, but don’t go so far as to be spammy
sign up everywhere and fill out everything: get listed in google, yahoo, bing, and every local site/blog/directory imaginable
watch competition for citations opportunities
rankings factors and paid programs are still changing

@apogeeresults
www.apogeeresults.com
info@apogeeresults.com
@asemerson
anthony.emerson@apogeeresults.com

Local SEO: Keep Austin Searchable

by asemerson on May 03, 2010

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