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

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

“ 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…

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

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...

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!

...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!

The NEW Local Search 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

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

The NEW Local Search 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.

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

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.

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 .” Claiming Your Google Maps Listings

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: Claiming Your Google Maps Listings General importance claiming Local Business Listing LBL address in city of search Proper Categorization of LBL Product / service KWs in LBL title

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

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

Beyond the LBC: Citations + Web References 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”

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

Beyond the LBC: Citations + Web References 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

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

At a minimum, it’s a good idea to submit your business data to the following places:

infoUSA

Localeze

UniversalBusinessListing.org

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

Results from many of these providers often show up in geo-targeted organic results as well:

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

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

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.

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

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.

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

Don’t direct people to your home page! If searchers are finding you via a local listing, they want to BUY from you LOCALLY.

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

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