The State of L cal Search                       Jackson Lo                       SEO & Social Media Consultant            ...
Who is Cardinal Path?www.CardinalPath.com   ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. ...
What is Local Search?                       online consumers looking for local                       businesses by searchi...
Sleep on the facts…www.CardinalPath.com   ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   4
www.CardinalPath.com   ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   5
Why Local?www.CardinalPath.com    ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.   6
20%                                            40%Source: http://blog.kelseygroup.com/index.php/2011/05/25/20-of-google-se...
Mobile search is growing...Sources: comScore, Googlewww.CardinalPath.com        ©2011 Cardinal Path, Inc., All Rights Rese...
... So are sales!                                         iPhone is the real winner! Are                                  ...
A bit of history…                       Google Placeswww.CardinalPath.com    ©2011 Cardinal Path, Inc., All Rights Reserve...
The ancient times...                                                                      7-pack results in               ...
Today...                 Paid results expanded                      with local info                    (labelled with #)  ...
Even branded search…www.CardinalPath.com   ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.  ...
Not ranking locally?www.CardinalPath.com    ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. ...
Google might not find you because...  • New business  • No local signal  • No SEO / done incorrectlywww.CardinalPath.com  ...
Why do we study it?  • Improve rankings  • Google’s results are complex  • Continuous changes/improvements to local result...
Who cares?  •   Locksmiths  •   Bail bonds  •   Movers  •   Carpet cleaners  •   Towing/auto repair  •   Restaurants  •   ...
5 Tips on Optimizing your                       Local Presencewww.CardinalPath.com    ©2011 Cardinal Path, Inc., All Right...
Tip #1 – Consistent NAP  • Name  • Address  • Phone numberwww.CardinalPath.com   ©2011 Cardinal Path, Inc., All Rights Res...
Tip #2 – Places Page Address on Website      Microdata provides Search          Engines with more    information about the...
Tip #3 – Get your business cited   Use a tool like Whitespark Local     Citation Finder to help you       discover opportu...
Tip #4 – On Page SEO  •   <title>  •   <meta description>  •   Headings <h1>  •   Image ALT text  •   Body textwww.Cardina...
Tip #5 – Inbound Links  • Link building      – Blogging, Whitepapers, Press Release  • Bonus: Social / Local Presence     ...
Track Your Results                                                                                 Identify winning       ...
Additional Readings  http://www.davidmihm.com/local-search-ranking-factors.shtml  http://getlisted.org/www.CardinalPath.co...
TWEET ME YOUR QUESTIONS!                       @jackson_lo or @cardinalpath                                #wmwott        ...
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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.

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

Published in: Education, Technology, Business
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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
  • State of Local Search

    1. 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. 2. Who is Cardinal Path?www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 2
    3. 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. 4. Sleep on the facts…www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 4
    5. 5. www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 5
    6. 6. Why Local?www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 6
    7. 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. 8. Mobile search is growing...Sources: comScore, Googlewww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 8
    9. 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. 10. A bit of history… Google Placeswww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 10
    11. 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. 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. 13. Even branded search…www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 13
    14. 14. Not ranking locally?www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 14
    15. 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. 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. 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. 18. 5 Tips on Optimizing your Local Presencewww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 18
    19. 19. Tip #1 – Consistent NAP • Name • Address • Phone numberwww.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 19
    20. 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. 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. 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. 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. 24. Track Your Results Identify winning keywords.www.CardinalPath.com ©2011 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 24
    25. 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. 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

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