Local SEO: the importance of local
search
The landscape of local search: make
sure you can be found
Before it all began…
What percentage of your daily queries have local
intent?
Where is the nearest petrol station?
Before it all began…
What percentage of your daily queries have local
intent?
Where is the nearest pie
shop?
Before it all began…
What percentage of your daily queries have local
intent?
Where is the nearest cinema
that is showing
...
Before it all began…
How did local businesses advertise themselves
before the internet?
What does the search landscape look
like now?
Percentage of search queries that have local
intent:
• Google: 20% of deskto...
What does the search landscape look
like now?
Mobile overtakes
desktop.
Mobile will generate
25% of all Google’s paid
sear...
Google Algorithm Updates
• More locally relevant predictions in
YouTube. [project codename “Suggest”] We’ve
improved the r...
Google Statements
• Improvements to ranking for local search
results. [launch codename “Venice”] This
update improves the ...
Google Statements
• Improved local results. We launched a new
system to find results from a user’s city more
reliably. Now...
How to rank locally?
On-site
Social
media
Local
websites
Reviews
Local
Citations
How to rank locally
Content
Physical address
Postcode
Phone number
Geo information (latitude and longtitude)
Landmarks
Pla...
How to rank locally
Social
Media
Twitter
Facebook
FourSquareGoogle+
LinkedIn
Local Websites
Who’s who?
How to rank locally
Specialised Business
Directories – Toptable, etc.
Business Listings and Reviews
How to rank locally
Local Citations
Citations are mentions without links.
Other websites mention your business name
and ad...
Google, Local
Google Place for Business vs Google+ Local
Google, Local
Google+ Local – Richer Content, Socially engaging, demanding
Google, Local
Who’s the winner?
http://www.google.co.uk/#output=search&sclient=psy-ab&q=Taylor's+Restaurant+devon&oq=Taylo...
Google, Local
Local intent query - SERP
domination
Google, Local
New Map – New Opportunities
Google, Local
New Map – New Opportunities
So Lo Mo
Social Local and Mobile are intertwined and
inseparable.
Bing is to power Siri in iOS7
iOS took 13% market share ...
Local Search
Questions time
Local seo)the importance of local search liang chen
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Local seo)the importance of local search liang chen

  1. 1. Local SEO: the importance of local search The landscape of local search: make sure you can be found
  2. 2. Before it all began… What percentage of your daily queries have local intent? Where is the nearest petrol station?
  3. 3. Before it all began… What percentage of your daily queries have local intent? Where is the nearest pie shop?
  4. 4. Before it all began… What percentage of your daily queries have local intent? Where is the nearest cinema that is showing Despicable Me 2?
  5. 5. Before it all began… How did local businesses advertise themselves before the internet?
  6. 6. What does the search landscape look like now? Percentage of search queries that have local intent: • Google: 20% of desktop queries were related to location. (2010) • Microsoft: 53% Of Mobile Searches Have Local Intent (2010) • Chitika: says that 36% of search query volume coming from iOS devices has a local intent. 28% of Android search traffic carries a local intent. (2012) https://sites.google.com/a/pressatgoogle.com/googleplaces/metrics http://searchengineland.com/more-local-searches-coming-from-ios-than-android-study-119465
  7. 7. What does the search landscape look like now? Mobile overtakes desktop. Mobile will generate 25% of all Google’s paid search clicks in the US by the end of 2012. - Marin Software http://blog.kelseygroup.com/index.php/2012/04/20/when-will-mobile-local-searches-eclipse-desktop/
  8. 8. Google Algorithm Updates • More locally relevant predictions in YouTube. [project codename “Suggest”] We’ve improved the ranking for predictions in YouTube to provide more locally relevant queries. - 2/27/12 For example, for the query [lady gaga in ] performed on the US version of YouTube, we might predict [lady gaga in times square], but for the same search performed on the Indian version of YouTube, we might predict [lady gaga in India].
  9. 9. Google Statements • Improvements to ranking for local search results. [launch codename “Venice”] This update improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal. - 2/27/12
  10. 10. Google Statements • Improved local results. We launched a new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user. - 2/27/12 IP address? Signed In users(browser, Google+ and mobile)? Google Server locations?
  11. 11. How to rank locally? On-site Social media Local websites Reviews Local Citations
  12. 12. How to rank locally Content Physical address Postcode Phone number Geo information (latitude and longtitude) Landmarks Placeholders Page Title Meta Description Header Content Authorship Structured Data Geositemap (XML and Keyhole Markup Language) Image On-site
  13. 13. How to rank locally Social Media Twitter Facebook FourSquareGoogle+ LinkedIn
  14. 14. Local Websites Who’s who?
  15. 15. How to rank locally Specialised Business Directories – Toptable, etc. Business Listings and Reviews
  16. 16. How to rank locally Local Citations Citations are mentions without links. Other websites mention your business name and address without providing a hyperlink. Risk free and future proof.
  17. 17. Google, Local Google Place for Business vs Google+ Local
  18. 18. Google, Local Google+ Local – Richer Content, Socially engaging, demanding
  19. 19. Google, Local Who’s the winner? http://www.google.co.uk/#output=search&sclient=psy-ab&q=Taylor's+Restaurant+devon&oq=Taylor's+Restaurant+devon&gs_l=hp.3..0i22i30l2.975477.978833.0.979024.7.7.0.0.0.0.97.505.7.7.0....0.0..1c.1.20.psy- ab.ipMkJK0H2_I&pbx=1&bav=on.2,or.r_qf.&bvm=bv.49784469%2Cd.ZWU%2Cpv.xjs.s.en_US.MpiVkF51mpA.O&fp=79a2a23189da394e&biw=1920&bih=955
  20. 20. Google, Local Local intent query - SERP domination
  21. 21. Google, Local New Map – New Opportunities
  22. 22. Google, Local New Map – New Opportunities
  23. 23. So Lo Mo Social Local and Mobile are intertwined and inseparable. Bing is to power Siri in iOS7 iOS took 13% market share whilst Samsung took 30% in the last quarter
  24. 24. Local Search Questions time
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