Local Search Optimization for National Organizations

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If you want to successfully manage Local Search Listings for national brands you need to have a good handle on the data. You should be able to report on it and compare it to benchmarks often.

Local search algorithms are constantly evolving to better match the way consumers are using the web, today the desktop, tablet and mobile are important, tomorrow it will be smart watches and smart glasses.

One thing for sure is, it will be to your advantage if you have a good grasp of the data. This becomes even more important if you are managing over 1,000 locations across many markets, both national and global.

Every organization and industry is different, and each will need a custom approach that fits its workflow and internal marketing structure, and thatʼs ok. To be successful at Local Search Optimization you need a somewhat customized approach for each market you want to rank in.

Remember, not all markets are created equal and local brands you are competing with frequently rank high in results and in some cases for keywords you would never think of optimizing for. I can not stress how important it is that you do a thorough audit of the local market that you want to compete in. This will help you plan your strategy when trying to rank locally.

Published in: Technology, Design

Local Search Optimization for National Organizations

  1. 1. Local Search Optimization forNational Organizations
  2. 2. Ranking locally for a Nationalbrand is more complex than youthink . . .
  3. 3. iQuanti s local search algorithmtracks over 137 factors (andcounting)
  4. 4. We are able to do this bymanaging large data setsspecific to . . .
  5. 5. the markets that are importantto you and . . .
  6. 6. the factors that are specific toyour industry.
  7. 7. The search algorithm isconstantly changing and havinga platform to easily measureyour local search efforts isparamount.
  8. 8. Here is a brief look at some ofthe factors we track on ourplatform, by way of comparison.
  9. 9. Guess who ranks higher in localsearch results for the keywordsfast food tampa ?or
  10. 10. Here are some clues . . .
  11. 11. 017.535.052.570.0Untitled 1 Untitled 2Chart 1Local Citations6656Mention of a business name in closeproximity to its address, phone number,or both.Used by search engines to weigh boththe accuracy and popularity ofbusinesses in their indexes.
  12. 12. But, not all citations are equal.Some carry more weight thanothers . . .
  13. 13. Yellow Pages Yelp Superpages Citysearch Merchant Circle83.3885.2288.1790.9992.25Yellow Pages Hoovers Superpages Switchboard Citysearch85.2287.9088.1789.1592.25SEOmoz domain authority is a score of the powerof a domain name and is one of many searchengine ranking factors.Top 5 Local Citations by Domain Authority
  14. 14. the number of occurrences foreach citation also matter . . .
  15. 15. Top 5 Local Citations by OccurrencesYellow Pages Yelp Superpages Citysearch Merchant Circle322411Yellow Pages Hoovers Superpages Switchboard Citysearch812121112The number of occurrences represents howmany times this particular site appeared inthe SERP s in search.
  16. 16. Distance also matters . . .
  17. 17. How close is the location to thecentroid . . .
  18. 18. Centroid ofTampaCloseFar4.5 miles1 mileThe centroid of a neighborhood, zipcode or metropolitan area is determinedby a local search engine.Location Distance to Centroid
  19. 19. And to a lesser extent, thedistance of your servers to thecentroid.
  20. 20. Centroid ofTampaFarFurther283 miles1,182 milesServer location use to play a partial role inlocal search results, however, it s weightinghas recently been downgraded in the pastfew years.Server Distance to Centroid
  21. 21. Popularity counts . . .
  22. 22. Chrome Firefox Internet Explorer Safari Opera0375,000750,0001,125,0001,500,000Untitled 1 Untitled 2 Untitled 3 Untitled 4 Untitled 5Chart 6Total Total visitor traffic for bothbrands was 2.7 million inMarch 2013Website Traffic
  23. 23. What your customers say aboutyou here matters . . .
  24. 24. 02.55.07.510.0Untitled1Untitled2Chart482Unknown2 Poor 2 OK 2 GreatTotal12TotalUnknownGreat1Google Plus Reviews
  25. 25. What your customers say aboutyou here also matters . . .
  26. 26. Zagat ReviewsCategory 1 2 3 4 5Most PopularTop Rated FoodTop Rated Décor/FacilitiesTop Rated ServiceTop OverallBest BurgerBest Grilled ChickenBest FishBest French FriesBest CoffeeBest Breakfast SandwichesBest SaladsBest Value MenuBest Overall ValueMost Child Friendly
  27. 27. How many inbound links youhave and what domain type theyare is important . . .
  28. 28. 050005000Com Org Net Edu Other Total Com Org Net Edu Other Total42044145397334571021910114953887128,712826576 1051,598 11,8173,457516172 59501 4,705Diversity and Number of Inbound LinksInbound Links are probablyone of the most importantparts of Local Searchsuccess. More weight isgiven to authoritative links.
  29. 29. Now that we have reviewed afew factors that affect localsearch rankings . . .
  30. 30. Can you guess who rankedhigher for fast food tampa ?
  31. 31. The winner is . . .
  32. 32. 1.6.
  33. 33. This example was meant to be aquick overview of some of thefactors we monitor for localsearch. . .
  34. 34. There are many more . . .
  35. 35. •Velocity of Reviews•Site Load Times•Target Keywords•Competition Audit•Website Content•Claim Listings•Clean Citations•Accurate Data•Quality of LIstings•Social Profiles•Places Landing Page•KML File•CTR on Search•Local Area Code•Proper Category•Age of Domain•Inclusion of Offer•Anchor Text KW•Facebook Likes•Quality of LIstings•Videos•Geographic Keyword
  36. 36. And now the plug :)
  37. 37. iQuanti specializes in local search forleading global brands.Please contact us at info@iquanti.com fora free local search consultation andmarket audit.
  38. 38. And don t forget to connect . . .
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