State of Local Search

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The state of search is constantly evolving. This creates both opportunities and challenges for local businesses, whether you're a large franchise or a small business. …

The state of search is constantly evolving. This creates both opportunities and challenges for local businesses, whether you're a large franchise or a small business.

This is the set of slides presented in Ottawa at our Web Marketing Wednesday event. Follow our #wmwott hashtag.

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  • A few house keeping items:126 members from 50 last month 63 attendees LinkedIn Group
  • Converting visits to value
  • http://blog.kelseygroup.com/index.php/2011/05/25/20-of-google-searches-are-lohttp://searchengineland.com/majority-of-smartphone-users-online-multiple-times-daily-82265cal-40-on-mobile/
  • comScoreSources: Gartner, 2010; Google Internal Data, 2011; Cisco, 2011http://searchengineland.com/report-32-percent-of-lomo-users-do-5-searches-per-month-101141
  • There’s a bit of local in any business… Good to be found when people are looking for your offices than for them to scramble to find it
  • No optimization done - Done improperly or just completely disregarded it
  • Google’s results are complex so we want to understand to our bestest abilities how they are ranking pages in localTraditional local results = 3 pack and 7 backNow: blended results or 0 pack
  • Also called local seo
  • http://schema.org/LocalBusiness

Transcript

  • 1. The State of L cal Search Jackson Lo SEO & Social Media Consultant Twitter: @jackson_lo LinkedIn: linkedin.com/in/jacksonlowww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 1
  • 2. Who is Cardinal Path?www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 2
  • 3. What is Local Search? online consumers looking for local businesses by searching with “keyword” + location phraseswww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 3
  • 4. Sleep on the facts…www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 4
  • 5. www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 5
  • 6. Why Local?www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 6
  • 7. 20% 40%Source: http://blog.kelseygroup.com/index.php/2011/05/25/20-of-google-searches-are-local-40-on-mobile/www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 7
  • 8. Mobile search is growing...Sources: comScore, Googlewww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 8
  • 9. ... So are sales! iPhone is the real winner! Are you optimized for a mobile?www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 9
  • 10. A bit of history… Google Placeswww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 10
  • 11. The ancient times... 7-pack results in Google.ca search for “ottawa lawn care”www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 11
  • 12. Today... Paid results expanded with local info (labelled with #) Map scrolls as you scroll down the SERP Preview pane of Google Places page; photos, details, hours, bus routes Local results mixed in with normal organic results Grey pinswww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 12
  • 13. Even branded search…www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 13
  • 14. Not ranking locally?www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 14
  • 15. Google might not find you because... • New business • No local signal • No SEO / done incorrectlywww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 15
  • 16. Why do we study it? • Improve rankings • Google’s results are complex • Continuous changes/improvements to local results but MORE IMPORTANTLY... More phone calls, more customers, more business!www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 16
  • 17. Who cares? • Locksmiths • Bail bonds • Movers • Carpet cleaners • Towing/auto repair • Restaurants • Gas stations • Shopping • Auto repair/dealers/rentals • Fast food • Cafes/coffee shops • Travel & lodging • Health & medical • Bars & clubswww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 17
  • 18. 5 Tips on Optimizing your Local Presencewww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 18
  • 19. Tip #1 – Consistent NAP • Name • Address • Phone numberwww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 19
  • 20. Tip #2 – Places Page Address on Website Microdata provides Search Engines with more information about the contentwww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 20
  • 21. Tip #3 – Get your business cited Use a tool like Whitespark Local Citation Finder to help you discover opportunities.www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 21
  • 22. Tip #4 – On Page SEO • <title> • <meta description> • Headings <h1> • Image ALT text • Body textwww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 22
  • 23. Tip #5 – Inbound Links • Link building – Blogging, Whitepapers, Press Release • Bonus: Social / Local Presence – Facebook, Foursquare, Google+ Business Pagewww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 23
  • 24. Track Your Results Identify winning keywords.www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 24
  • 25. Additional Readings http://www.davidmihm.com/local-search-ranking-factors.shtml http://getlisted.org/www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 25
  • 26. TWEET ME YOUR QUESTIONS! @jackson_lo or @cardinalpath #wmwott jlo@cardinalpath.comwww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 26