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. Ins...
Get a website online
What are the most important criteria?
<ul><li>On page factors: </li></ul><ul><li>Phone number (with area code) and address on contact page </li></ul><ul><li>Loc...
<ul><li>Off page factors: </li></ul><ul><li>Number of inbound links </li></ul><ul><li>Location keywords in anchor text </l...
<ul><li>Reviews / Examinations: </li></ul><ul><li>Number of reviews </li></ul><ul><li>Reviews on third party websites </li...
<ul><li>Local Business Listings (LBL) </li></ul><ul><li>Product, service, location keywords in: </li></ul><ul><ul><ul><li>...
<ul><li>Don’t </li></ul><ul><li>Use multiple LBL’ with same name / address / phone  number </li></ul><ul><li>List multiple...
To take home
<ul><li>30% - 40% of all searches are local </li></ul><ul><li>768,000 SMB’s only in The Netherlands </li></ul><ul><li>Geol...
Thank you! Contact me: www.tribal-im.com [email_address] twitter.com/heinivanbergen
 
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SMX London 2008 - Local Search & Blended Results

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  • SMX London 2008 - Local Search & Blended Results

    1. 1. Local Search & Blended Results Heini van Bergen Manager operations Tribal Internet Marketing November 2008
    2. 2. Why is local search that important?
    3. 3. 30% to 40% of all searches have local intent
    4. 4. Sources shoppers use to find local business information Source: Comscore & TMPDM October 2008
    5. 6. What is local search actually about?
    6. 7. Joe “The Plumber” Wurzelbacher
    7. 8. “ Plumber London”
    8. 9.
    9. 10.
    10. 11.
    11. 14. Well, How to get listed?
    12. 15. Setup Google Business listing
    13. 16. 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
    14. 17. Get a website online
    15. 18. What are the most important criteria?
    16. 19. <ul><li>On page factors: </li></ul><ul><li>Phone number (with area code) and address on contact page </li></ul><ul><li>Location, products, services keyword in URL </li></ul><ul><li>City / state / country in url and title </li></ul>
    17. 20. <ul><li>Off page factors: </li></ul><ul><li>Number of inbound links </li></ul><ul><li>Location keywords in anchor text </li></ul><ul><li>Product / Service keywords in anchor text </li></ul>
    18. 21. <ul><li>Reviews / Examinations: </li></ul><ul><li>Number of reviews </li></ul><ul><li>Reviews on third party websites </li></ul>
    19. 22. <ul><li>Local Business Listings (LBL) </li></ul><ul><li>Product, service, location keywords in: </li></ul><ul><ul><ul><li>Listing title </li></ul></ul></ul><ul><ul><ul><li>Listing description </li></ul></ul></ul><ul><li>Address in city of search </li></ul><ul><li>Proximity in center of searched location </li></ul><ul><li>Put listing in right category </li></ul>
    20. 23. <ul><li>Don’t </li></ul><ul><li>Use multiple LBL’ with same name / address / phone number </li></ul><ul><li>List multiple addresses on website </li></ul>
    21. 24. To take home
    22. 25. <ul><li>30% - 40% of all searches are local </li></ul><ul><li>768,000 SMB’s only in The Netherlands </li></ul><ul><li>Geolocation functionality will improve </li></ul><ul><li>Local search is still far less competitive </li></ul><ul><li>So…. Let’s get local! </li></ul>
    23. 26. Thank you! Contact me: www.tribal-im.com [email_address] twitter.com/heinivanbergen
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