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The Future of Local SEO | Tips & Tricks for Future Proofing - #DistilledLive -

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What can you do to make a local business rank higher in Google? Google Places is pulling together a multitude of elements like map data, business directory listings, reviews from sites like ...

What can you do to make a local business rank higher in Google? Google Places is pulling together a multitude of elements like map data, business directory listings, reviews from sites like TripAdvisor, Qype, OurLocal, and more. Be sure to entice local influencers for your geographical niche and industry, and become an expert in your neighborhood. Leave no building/car park/shipping depot unturned - list all of them in Google Maps and proudly display at least 5 quality images with Exif geocoding data of each location. And for the record, each council decides the centre of their towns and cities, the Ordnance Surveys has no say.

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  • oil & gas, from transportation to land use planningWe need to help users navigate this world digitallySmartphons are indispensable part of our daily lives advanced knowledge of geographic information systems and related geospatial technologies, data, and methods. If that's what you do, or what you might want to do, then you have a stake in the dispute. Your right to make a living doing GIS work, your ability to be part of an open and innovative GIS communityindividuals, private companies, non-profit organizations, academic and research institutions, and government agencies that research, develop, manufacture, implement, and employ geospatial technology (also known as geomatics) and gather, store, integrate, manage, map, analyze, display, and distribute geographic information — i.e., information that is tied to a particular location on Earth
  • Venice update localized organic results on broad search queries
  • http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/. Implication: Businesses that make mobile a central part of their strategywill benefit from the opportunity to engage the new constantly connected consumer.
  • According to Ordenance Map surveys they say each local council decided the centre of a given city.
  • Infogroup – claim your business listing for free, for 10 listingsNeustarLocaleze – Not free I suspectTomTom – updates are freeAcxiom – v difficult to find data
  • Thomson Local – free changes to listings
  • David Mihm
  • Andreas has reviewed 62 locations, ALL positiveAnother man had reviewed 41 locations and his reviews do not appear in top “most helpful” though he’s done many ratingsTIP: pull out users with Google Accounts and message them seperately.
  • Goal: Associate page with business!In this example: Store Manager Priya is interviewed, discussing what she likes about the location
  • storing information on the image such as shutter speed, exposure compensation, F number, what metering system was used, if a flash was used, ISO number, date and time the image was taken, whitebalance, auxiliary lenses that were used and resolution. Some images may even store GPS information
  • KML is the file format used to display geographic data in Google Earth
  • Mobile ads are noticed by 84% of smartphone users
  • Local Radio Stations!

The Future of Local SEO | Tips & Tricks for Future Proofing - #DistilledLive - The Future of Local SEO | Tips & Tricks for Future Proofing - #DistilledLive - Presentation Transcript

  • Local SEO in 2013 Tips & Insights Chelsea Blacker UK.BLUEGLASS.COM @ChelseaBlacker
  • Chelsea Blackercblacker@blueglass.com@chelseablackerBLUEGLASS.COM
  • Local in 2013 Mobile + Maps & Listings + Review Sites +On Site Optimisation + Outreach
  • Mobile in 2013
  • Geospatial Industry & Geographic Information SystemsSource: esri.com/news/arcnews/summer12articles/strengthening-the-gis-profession.html
  • Local IntentFocus on local intent to rank post-Venice Update of February 2012
  • • “1 in 3 searches are local” says Ed Parsons, Geospatial Technologist at Google• 53% of smart phones users access a search engine on their phone each day• 59% of users visit a local store after searching for it on the mobile web.• 2013 more people will access the web through a mobile device than through a computerSource: http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/
  • Maps & Listings
  • Q: Where is the center?A: Each council decides
  • Business Directory DataSearch Engine Source 1 Source 2Google Thomson LocalYahoo Infoserve Smart ViewBing Live Local Yellow Pages Listings
  • Apple Maps
  • Google Maps
  • Source: Image by @davidmihm
  • Review Sites
  • Ask “why are those ranking?”
  • Who is reviewing you? x2 x3 x86
  • Power Reviewers are Gold
  • Always Nerespond tonegativereviews
  • Encourage customersvia social media login Qype
  • Seek out other influencers
  • Discover Influential Reviewers “title=”Elite 2013″” london site:yelp.com/user_detailsSource: @chiropractic
  • Discover Influential Reviewers
  • Discover Influential Reviewers: Findpeopleonplus.com
  • Content: On Site
  • Create 1 Unique Landing Page for every addresshttp://www.abcselfstore.co.uk/abc/camden.html
  • Utilise Rich Snippets• Use the Local business code from Schema.org: http://schema.org/LocalBusiness• http://schema-creator.org/organization.php• Rich snippet reviews • Via Yelp • http://schema.org/Review
  • 5 Quality Images Per Location• Hire a photographer to take 5 high quality images and make sure each image is geocoded!• Exif Data - Exchangable image file format – this data is embeded into the JPEG file and plugs in the coordinates• Geocoding – adding geographical data to any digital photograph• Edit Geo Exif Data: http://www.geosetter.de/en
  • Upload a Geo SitemapTool: http://www.geositemapgenerator.com/input
  • Content:Off Site
  • Google+ Page
  • Reclaim Old Listings• Search for your old address• Create listings for everything under your control • Car park • Storage facility • Shipping Depot • Industrial Estates • At home offices
  • Start Advertising on AdWords
  • Content:Outreach
  • Understand the Local Digital CommunitySearch Queries:• allinurl: brixton blog• intitle:brixton inurl:blog• inurl:brixton intext:restaurant
  • Report to Local News SourcesContent
  • Host a Digital Eventx
  • Become a local authority with Wikimapia.org
  • Archives: Become a local authority with History Pin
  • Becoming a local authority with PlaceopediaConnect wikipedia articles with locations
  • Become a Local Radio Sponsorx
  • Build Local links with job listings• Create job pages for individual locations *this URL is fake
  • 2013 Summary Tips
  • 1. Local Power Reviewers & Authors are to be very influential2. Connect with local neighborhood influencers like radio, blogs, and job sites3. Create quality content about your physical address and share it via maps, Wikipedia, digital archives, blogs, hobbyist & enthusiasts websites.4. Professional quality images with geo-tagged data is a must5. The basic on site principles still apply; rich snippets, one page per location, and a KML sitemap
  • Chelsea Blackercblacker@blueglass.com@chelseablackerBLUEGLASS.COM