OrangeSoda Enterprise - Fizzinar May 09

May ‘09 Fizzinar Local Search for National Brands Michael Boland Sr. Analyst, The Kelsey Group [email_address] Alex McArthur VP Search, OrangeSoda [email_address] David Mihm Director & COO, GetListed.org david@getlisted.org Your Moderator: Jeff Molander @jeffreymolander Talk Back! @fizzinar

Helping You G.S.D. Jeff Molander

Local Search: Where are We? Michael Boland Analyst The Kelsey Group

Local Search: A Few Premises
Local Search used to be relatively simple: Newspapers, Yellow Pages, Television, Radio
Lowered barriers to online advertising has created more choice for advertisers (and for users)
At what cost? Fragmentation for advertisers (and for users)
Local search has broadened beyond just looking for a phone number: encompasses a larger part of the purchase funnel.
Google has become the front door to the web: Local is no exception

Google’s10-Pack: Happy Birthday

10-Pack: The New Rules
“ Above the fold” real estate dominated by Google Maps
Underscored by Google’s dominance: 63 % search share in the U.S.
Geo modifiers are used in less than 10 % of searches
This will change as:
Users get more sophisticated with search behavior
Google gets better at recognizing local intent

The Semantics of Local Search
Searches getting more granular.
Car  “Shelby GT 350 Mustang, Boston Ma”
Plumber  “Leaky faucet, San Francisco”
Television  “Sony Bravia KDL 52V4100”
Example: Product search -- what’s in stock, right now .
95 + percent of U.S. retail activity happens offline; increased product research happens online (ROBO)
Segue to David… Get your data right, and in the right places…

Thank you [email_address]

Local Search Opportunities + Strategies
OrangeSoda Fizzinar
May 12, 2009

The OLD Local Search
Organic search results for location-specific queries
Local SEO was the same as traditional SEO, just geo-focused
These were the default listings for ALL searches on Google and Yahoo until...

The NEW Local Search
...January 2008, when the following kinds of results were reported with increasing frequency
With local intent, Universal Search = the “10-pack”
Shows up for geo-targeted queries and more!

10-pack results are driven primarily by the Maps.Google.com algorithm (separate from Google.com)
Yahoo.com and Local.Yahoo.com operate with a similar set of principles

What you need to show up in Google Maps: a physical location
What you don’t need to show up in Google Maps: a website
This has leveled the playing field for moms and pops.

Where Does Google’s Maps/Local Data Come from?
The Google Local Business Center (left)
Third-Party Data Providers
Web Crawling

Claiming Your Google Maps Listings
https:// www.google.com /local/add/
Google needs to be able to trust your they are displaying correct information about a particular business location!
The #1 way to signal trust is to verify with them.

Manual Claiming Is Essential.
Google doesn’t trust bulk uploads due to spam vulnerability.
“ Listings that have been submitted through the bulk upload process may have the Unverified Listing label... we recommend that you manually verify your listings .”

Top four ranking factors also related to claiming your listing at the LBC:
General importance claiming Local Business Listing
LBL address in city of search
Proper Categorization of LBL
Product / service KWs in LBL title

Beyond the LBC: Citations + Web References
Beyond the LBC, where else does Google Maps get its data?
Third-party data feeds
Web crawling
Some are found on the “Web Pages” tab of your Local Business Listing
Google is probably not showing all of the ones they know about

What are “Citations”?
Mentions of a business name in close proximity to either address, phone number, or both
May or may not be accompanied by a link to your website.
Come from Data Providers AND Web Crawl
“ Citation is the new link”

Why are citations important?
The more times Google sees a business name & contact info together, the more confidence they have in that listing
Important to make sure that listing data (business title, address, and phone) is consistent across all platforms

At a minimum, it’s a good idea to submit your business data to the following places:
infoUSA
Localeze
UniversalBusinessListing.org
Beyond the LBC: Third-Party Data Providers Yahoo CityVoter.com InsiderPages BOTW Local Superpages.com OpenList.com Yelp

Results from many of these providers often show up in geo-targeted organic results as well:
Beyond the LBC: Third-Party Data Providers

Get in touch with questions David Mihm (503) 560-2755 [email_address] www.davidmihm.com /blog/

Local Search for National Brands Alex McArthur

Big Fish and Little Fish Too many big brands are afraid

Here’s Why

The Norm It’s really not that scary.

What Happens Now - Concerns I already do SEO! Local search is a whole new ball game. Who is responsible? Duplicate listings created by corporate and store manager. No listing updates. Where do I get started?

What Should Happen Three Simple Steps
Understand WHO is Responsible
2. Have a Corporate Process
3. Understand and Implement Best Practices

Step 1
Get organized
Who is responsible? Corporate, franchise owners, dealers, branches
Recommendation : Corporate online marketing team should take the lead

Step 2
2) Create a process for your organization
What happens when you open a new location?
… when a location closes?
… when a location moves?
Requirements :
Manually claim each listing – Get ready for some fun with postcards or automated phone calls. It makes a difference.
Tips :
Use Google’s bulk data file to manage listings. Upload changes as needed.
Finding and editing an individual listing within the Local Business Center is a nightmare when dealing with large numbers.

Step 3
3) Understand and Implement best practices
Requirements :
Have a brick and mortar
Claim your listing
Categorize listing
Use descriptive copy
Localeze, UBL, InfoUSA, InLocal, *niche directories
Tips :
Link to location pages on your website from each listing.
Include relevant information to the location on corresponding webpage.
*Barnes & Nobles does an excellent job of this.
Optimize website location pages
Include product/service keywords in the title and description of listing

Citation/Reference Sources
Citations are the “links” of local search
Tips :
Be consistent with information (address, phone number, etc) submitting.
Find out where competitors are getting citations a be everywhere they are.
Ex. NoMoreClipboard.com for dentists
Consider purchasing premium listings.
Ex. Yahoo Enhanced Listing, etc.
Do your own research and stay a step ahead by finding your own citation sources.

Listings + Good Site Practices = Local Love
Don’t direct people to your home page! If searchers are finding you via a local listing, they want to BUY from you LOCALLY.
Local Address with ability to get directions and phone Local Address with ability to get directions and phone

Make More Profit with Local Search In-store (Local) price: $19.99 Online Price: $13.99 Price difference: 30% Make More Profit with Local Search
Twilight
by Stephenie Meyer
Hardcover
ISBN: 0316160172

Feedback or to request local blog list Alex McArthur [email_address] To learn more about OrangeSoda solution contact: Derek Miner [email_address]

March ‘09 Fizzinar Local Search for National Brands Michael Boland Sr. Analyst, The Kelsey Group [email_address] David Mihm Director & COO, GetListed.org david@getlisted.org Alex McArthur VP Search, OrangeSoda [email_address] Your Moderator: Jeff Molander @jeffreymolander Talk Back! @fizzinar

OrangeSoda Enterprise offers online marketing for national companies interested in targeting a local market. Contact us today for your free consultation! Toll-free: (866) 643-1830 Email: fizz@orangesoda enterprise .com orangesoda enterprise .com

OrangeSoda Enterprise - Fizzinar May 09

by Jeff Molander on May 12, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

OrangeSoda Enterprise - Fizzinar May 09 — Webinar Transcript