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Local seo)the importance of local search liang chen

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  • 1. Local SEO: the importance of local search The landscape of local search: make sure you can be found
  • 2. Before it all began… What percentage of your daily queries have local intent? Where is the nearest petrol station?
  • 3. Before it all began… What percentage of your daily queries have local intent? Where is the nearest pie shop?
  • 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. Before it all began… How did local businesses advertise themselves before the internet?
  • 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. 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. 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. 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. 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. How to rank locally? On-site Social media Local websites Reviews Local Citations
  • 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. How to rank locally Social Media Twitter Facebook FourSquareGoogle+ LinkedIn
  • 14. Local Websites Who’s who?
  • 15. How to rank locally Specialised Business Directories – Toptable, etc. Business Listings and Reviews
  • 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. Google, Local Google Place for Business vs Google+ Local
  • 18. Google, Local Google+ Local – Richer Content, Socially engaging, demanding
  • 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. Google, Local Local intent query - SERP domination
  • 21. Google, Local New Map – New Opportunities
  • 22. Google, Local New Map – New Opportunities
  • 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. Local Search Questions time