The Complicated World of Local Search
Dan Leibson
@danleibson
SEO Manager
Relevant Ads 1
Reasons You Should Belong to SEMPO
• Expand Your Knowledge
• Engage With Industry
Leaders
• Maximize Your Career Growth
• ...
3
Sponsors and Partners
Housekeeping
A Framework for Thinking About the
Local Search Ecosystem
Words and sentences must, by necessity, come only
one at a time ...
Overview
• The local search ecosystem is fragmented
• You must work hard to optimize multiple channels to
fully leverage t...
The Local Search Ecosystem is
Complicated
7
Source: getlisted.org
The Mobile First User
8
Source: ThinkInsights via Will Critchlow
Mobile Apps
9
Source: comScore-Localeze-15mile via Greg Sterling
Google Algo Updates
10
Venice
11
Source: Flickr
Non-Localized Organic SERP
12
Source: Mike Ramsey via Moz
Localized Organic SERP
13
Source: Mike Ramsey via Moz
Panda
14
Source: Flickr
Panda Had a Major Impact on Local
Search
15
Source: http://www.localseoguide.com/what-happened-to-citysearchs-business/
Unique Opportunity
16
Growth is low, relevance is
high. Regardless of
professional or industry
growth, Google is aggressiv...
17
Source
Time to Get Down and Dirty
18
Source: Flickr
Local Search Ranking Factors: 2013
19
Place Page Signals (incl. proximity)
Citation Signals
On-Page Signals
Link Signals
R...
Semantic and Entity Based Local
Strategy
20
BRAND
WEBSITE LOCATION
Store Locator, KML,
Site Architecture
Google Places
For...
Make Sure Your Data is Correct Here
21
The Local Search Ecosystem is
Complicated
22
Use Structured Data to Get Ahead
23
Open graph 36.9%
schema.org 9.9%
G+ publisher 7.1%
G+ author 2.2%
Markup
Type
Percent ...
Time To Talk About REI
24
REI REI REI REI REI REI
25
Who Doesn’t Want a SERP like this?
26
It’s Working…
Term Local (Pack) Local Monthly Volume
sporting goods 2 3,350,000
sports store 2 450,000
sporting equipment ...
What is the Competition Doing?
28
What Aren’t They Doing?
29
Don’t be a
30
Rel=“Publisher”
31
Source: http://bit.ly/14ssu4v
Rel=“Author”
32
Not (Just) Vanity
33
Source: http://moz.com/blog/google-author-photos
Magna Carta Holy Grail
34
Measure Your Schema Experiments
35
Source: http://searchengineland.com/measuring-the-effect-of-
semantic-markup-on-your-se...
Most Google Places/+ Local Pages are
Bad!
36
Do This for Even Better Rankings
37
Source: http://niftymarketing.com/optimal-local-landing-page-infographic/
Want to Rank Here?
38
Source: Flickr
Distribute Data Here
39
IT’S FREE!!!!!!
Read Up on It
• http://blog.programmableweb.com/2013/07/10/factu
al-helps-app-developers-personalize-the-mobile-
experienc...
Get Reviews on These!
• Google Places
• Yahoo Local
• Bing Local
• Yelp.com
• Superpages.com
• Yellowpages.com
• Yellowboo...
Create Review Handout/Email
42
Here’s how
• Step 1 - http://www.whitespark.ca/review-handout-
generator/
• Step 2 -
http://www.localvisibilitysystem.com/...
Yelp
44
Use it in an outreach email
45
Be careful to watch your review velocity!
http://localvox.com/how-to-avoid-the-yelp-review-...
What to do with Filtered Reviews?
46
Remember, These Are Not Indexed!
47
This!
48
Source: http://schema.org/AggregateRating
Want Even More Location Goodness on
your Website?
49
Make One Here: http://www.geositemapgenerator.com/
Google Local Carousel
50
Your Analytics are Now Borked
51
http://blog.autorevo.com/2013/06/no-non-branded-keyword-traffic-in-local-carousel/
Solution!
52
Get It Here - http://bit.ly/17tmvjt
Data Normalization
• Step 1 – Get SEO Tools for Excel
• Step 2 – Access you Google Analytics Account
• Step 3 – Get the nu...
A/B Image Testing!
54
Source: http://bit.ly/1cj9wSh
New Maps Inlay
55
New Google Maps UI
56
Source: http://bit.ly/12VLk7J
Google Maps vs. Apple Maps
But Not So Fast…
Source: http://bit.ly/PIZy5h
Apple Maps Gets Data Here
60
Read more here: http://applemapsmarketing.com/
600lb Gorilla?
61
Social Proof Works
62
http://bit.ly/12ZlHy9
Want to Rank Here?
63
Optimize Here
64
http://danleibson.com/facebook-graph-search-primer/
Use This
65
https://developers.facebook.com/docs/opengraph/
How Do You Keep Up With This?
• Use an RSS reader to develop a reading list
• Follow people on Twitter
• Read The Lean Sta...
Takeaways
• Brick and mortar stores are entities, treat them as
such
• Don’t ignore non-traditional mediums for local
disc...
Thank You!
Website: http://www.relevantads.com
Twitter: @danleibson
Email: dleibson@relevantads.com
69
The Complicated World of Local Search
The Complicated World of Local Search
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This is the deck for a webinar about local search I gave for SEMPO

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The Complicated World of Local Search

  1. 1. The Complicated World of Local Search Dan Leibson @danleibson SEO Manager Relevant Ads 1
  2. 2. Reasons You Should Belong to SEMPO • Expand Your Knowledge • Engage With Industry Leaders • Maximize Your Career Growth • Grow Your Business • Save Money
  3. 3. 3 Sponsors and Partners
  4. 4. Housekeeping
  5. 5. A Framework for Thinking About the Local Search Ecosystem Words and sentences must, by necessity, come only one at a time in linear, logical order. Systems happen all at once. They are connected not just in one direction, but in many directions simultaneously. To discuss them properly, it is necessary somehow to use a language that shares some of the same properties as the phenomena under discussion. • Donella H. Meadows – Thinking in Systems 5
  6. 6. Overview • The local search ecosystem is fragmented • You must work hard to optimize multiple channels to fully leverage the value of local • Staying on top of trends and implementing processes that help you through a rapid development cycle is key 6
  7. 7. The Local Search Ecosystem is Complicated 7 Source: getlisted.org
  8. 8. The Mobile First User 8 Source: ThinkInsights via Will Critchlow
  9. 9. Mobile Apps 9 Source: comScore-Localeze-15mile via Greg Sterling
  10. 10. Google Algo Updates 10
  11. 11. Venice 11 Source: Flickr
  12. 12. Non-Localized Organic SERP 12 Source: Mike Ramsey via Moz
  13. 13. Localized Organic SERP 13 Source: Mike Ramsey via Moz
  14. 14. Panda 14 Source: Flickr
  15. 15. Panda Had a Major Impact on Local Search 15 Source: http://www.localseoguide.com/what-happened-to-citysearchs-business/
  16. 16. Unique Opportunity 16 Growth is low, relevance is high. Regardless of professional or industry growth, Google is aggressively moving towards localization.
  17. 17. 17 Source
  18. 18. Time to Get Down and Dirty 18 Source: Flickr
  19. 19. Local Search Ranking Factors: 2013 19 Place Page Signals (incl. proximity) Citation Signals On-Page Signals Link Signals Review Signals Social Signals Behavioral / Mobile Signals Personalization 19.6 16.0 18.8 14.4 10.3 6.3 6.1 8.3 Source: David Mihm – MozCon 2013
  20. 20. Semantic and Entity Based Local Strategy 20 BRAND WEBSITE LOCATION Store Locator, KML, Site Architecture Google Places For Business Google Plus Authorship, Publisher Source: David Mihm – MozCon 2013
  21. 21. Make Sure Your Data is Correct Here 21
  22. 22. The Local Search Ecosystem is Complicated 22
  23. 23. Use Structured Data to Get Ahead 23 Open graph 36.9% schema.org 9.9% G+ publisher 7.1% G+ author 2.2% Markup Type Percent of URLs Source: Matt Brown
  24. 24. Time To Talk About REI 24
  25. 25. REI REI REI REI REI REI 25
  26. 26. Who Doesn’t Want a SERP like this? 26
  27. 27. It’s Working… Term Local (Pack) Local Monthly Volume sporting goods 2 3,350,000 sports store 2 450,000 sporting equipment store 3 33,100 camping gear 1 & 4 90,500 camping equipment 1 90,500 hiking 1 1,830,000 hiking gear 1 & 2 271,000 mountain gear 1 49,500 sports store 2 450,000 27
  28. 28. What is the Competition Doing? 28
  29. 29. What Aren’t They Doing? 29
  30. 30. Don’t be a 30
  31. 31. Rel=“Publisher” 31 Source: http://bit.ly/14ssu4v
  32. 32. Rel=“Author” 32
  33. 33. Not (Just) Vanity 33 Source: http://moz.com/blog/google-author-photos
  34. 34. Magna Carta Holy Grail 34
  35. 35. Measure Your Schema Experiments 35 Source: http://searchengineland.com/measuring-the-effect-of- semantic-markup-on-your-search-traffic-164736
  36. 36. Most Google Places/+ Local Pages are Bad! 36
  37. 37. Do This for Even Better Rankings 37 Source: http://niftymarketing.com/optimal-local-landing-page-infographic/
  38. 38. Want to Rank Here? 38 Source: Flickr
  39. 39. Distribute Data Here 39 IT’S FREE!!!!!!
  40. 40. Read Up on It • http://blog.programmableweb.com/2013/07/10/factu al-helps-app-developers-personalize-the-mobile- experience/ • http://www.internetretailer.com/2013/07/09/factual- launches-location-data-driven-products-mobile-apps • http://www.factual.com/products 40
  41. 41. Get Reviews on These! • Google Places • Yahoo Local • Bing Local • Yelp.com • Superpages.com • Yellowpages.com • Yellowbook.com • Urbanspoon.com • Foursquare.com 41
  42. 42. Create Review Handout/Email 42
  43. 43. Here’s how • Step 1 - http://www.whitespark.ca/review-handout- generator/ • Step 2 - http://www.localvisibilitysystem.com/products/google -review-handout/ • Step 3 – REVIEWS!!! 43
  44. 44. Yelp 44
  45. 45. Use it in an outreach email 45 Be careful to watch your review velocity! http://localvox.com/how-to-avoid-the-yelp-review- filter-and-get-more-positive-reviews/
  46. 46. What to do with Filtered Reviews? 46
  47. 47. Remember, These Are Not Indexed! 47
  48. 48. This! 48 Source: http://schema.org/AggregateRating
  49. 49. Want Even More Location Goodness on your Website? 49 Make One Here: http://www.geositemapgenerator.com/
  50. 50. Google Local Carousel 50
  51. 51. Your Analytics are Now Borked 51 http://blog.autorevo.com/2013/06/no-non-branded-keyword-traffic-in-local-carousel/
  52. 52. Solution! 52 Get It Here - http://bit.ly/17tmvjt
  53. 53. Data Normalization • Step 1 – Get SEO Tools for Excel • Step 2 – Access you Google Analytics Account • Step 3 – Get the number of business name + city searches for each month of 2012 (or as much from before carousel as you can) • Step 4 – Average them out • Step 5 – Determine rate of growth • Step 6 – Add rate of growth number to monthly average (remember to keep a running total) • Step 7 - Subtract # in Step 6 from the Report 53
  54. 54. A/B Image Testing! 54 Source: http://bit.ly/1cj9wSh
  55. 55. New Maps Inlay 55
  56. 56. New Google Maps UI 56 Source: http://bit.ly/12VLk7J
  57. 57. Google Maps vs. Apple Maps
  58. 58. But Not So Fast… Source: http://bit.ly/PIZy5h
  59. 59. Apple Maps Gets Data Here 60 Read more here: http://applemapsmarketing.com/
  60. 60. 600lb Gorilla? 61
  61. 61. Social Proof Works 62 http://bit.ly/12ZlHy9
  62. 62. Want to Rank Here? 63
  63. 63. Optimize Here 64 http://danleibson.com/facebook-graph-search-primer/
  64. 64. Use This 65 https://developers.facebook.com/docs/opengraph/
  65. 65. How Do You Keep Up With This? • Use an RSS reader to develop a reading list • Follow people on Twitter • Read The Lean Startup • Watch This Video: http://moz.com/blog/agile- marketing-whiteboard-friday • EXPERIMENT/RESEARCH!!!!!! 66
  66. 66. Takeaways • Brick and mortar stores are entities, treat them as such • Don’t ignore non-traditional mediums for local discovery • Focus on users/customers and search engines will follow 67
  67. 67. Thank You! Website: http://www.relevantads.com Twitter: @danleibson Email: dleibson@relevantads.com 69
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