Local Search & Blended Results Heini van Bergen Manager operations Tribal Internet Marketing November 2008

Why is local search that important?

30% to 40% of all searches have local intent

Sources shoppers use to find local business information Source: Comscore & TMPDM October 2008

What is local search actually about?

Joe “The Plumber” Wurzelbacher

“ Plumber London”

Well, How to get listed?

Setup Google Business listing

Submit to local directories 1. InfoUSA 2. Acxiom 3. Superpages.com 4. Citysearch.com 5. Yellowpages.com 6. Localeze 7. Insiderpages.com 8. Yelp.com 9. Merchantcircle.com 10. Universal Business Listing 11. Local.com 12. TrueLocal.com Source: David Mihm

Get a website online

What are the most important criteria?

On page factors: Phone number (with area code) and address on contact page Location, products, services keyword in URL City / state / country in url and title

On page factors:

Phone number (with area code) and address on contact page

Location, products, services keyword in URL

City / state / country in url and title

Off page factors: Number of inbound links Location keywords in anchor text Product / Service keywords in anchor text

Off page factors:

Number of inbound links

Location keywords in anchor text

Product / Service keywords in anchor text

Reviews / Examinations: Number of reviews Reviews on third party websites

Reviews / Examinations:

Number of reviews

Reviews on third party websites

Local Business Listings (LBL) Product, service, location keywords in: Listing title Listing description Address in city of search Proximity in center of searched location Put listing in right category

Local Business Listings (LBL)

Product, service, location keywords in:

Listing title

Listing description

Address in city of search

Proximity in center of searched location

Put listing in right category

Don’t Use multiple LBL’ with same name / address / phone number List multiple addresses on website

Don’t

Use multiple LBL’ with same name / address / phone number

List multiple addresses on website

To take home

30% - 40% of all searches are local 768,000 SMB’s only in The Netherlands Geolocation functionality will improve Local search is still far less competitive So…. Let’s get local!

30% - 40% of all searches are local

768,000 SMB’s only in The Netherlands

Geolocation functionality will improve

Local search is still far less competitive

So…. Let’s get local!

Thank you! Contact me: www.tribal-im.com [email_address] twitter.com/heinivanbergen