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Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
Local Search Is aBuzz
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Local Search Is aBuzz

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  • 1. Get Your Local Bizbuzz On by Kathy Long, LSO Local Search Optimization Specialist, Kat & Mouse
  • 2. <ul><li>What is a Local Search? </li></ul>Local Search is aBuzz
  • 3. <ul><li>What is a Local Search? </li></ul><ul><li>Answer: </li></ul><ul><li>Contains a location in the search query such as “ Santa Cruz custom cabinets ” </li></ul><ul><li>Any search made online with the intention of making a purchase OFFLINE </li></ul><ul><li>Any search that would traditionally be made in the print Yellow Pages becomes a local search when made online </li></ul>Local Search is aBuzz
  • 4. Local Search is aBuzz <ul><li>Local Search is growing exponentially by 50% each year! </li></ul>1 billion local searches per month in 2009 1.5 billion local searches – 2010 2.3 billion local searches – 2011 3.45 billion local searches – 2012
  • 5. Local Search is aBuzz Almost 1.5 billion LOCAL searches in May 2010… That ’ s 20% of Google ’ s search volume!
  • 6. Local Search is aBuzz 80% of shoppers are looking for you online! 80% search online before purchasing in a 10-20 mile radius. From John Hanke, VP of Google Maps Over 85% of those contact the business. More than 60% of those purchase.
  • 7. Local Search is aBuzz 80% of shoppers are looking for you online! What should you be asking yourself?
  • 8. <ul><li>Is your business where everyone is looking? </li></ul><ul><li>Or… </li></ul>Local Search is aBuzz
  • 9. <ul><li>Will they find your competition instead ? </li></ul>Local Search is aBuzz
  • 10. <ul><li>To address “ local ” popularity, in October, 2010 Google rolled out big change in their local search results. </li></ul>
  • 11. October 2010, Google rolls out Local Search change NEW OLD
  • 12. Google Places Ranking Criteria <ul><li>Relevance </li></ul>Which place most closely matches the keyword query?
  • 13. Google Places Ranking Criteria <ul><li>Relevance </li></ul><ul><li>Optimized Pace: Business Title, Categories, Description </li></ul><ul><li>Optimized website – Now MORE than ever! </li></ul><ul><li>Industry Directories </li></ul>
  • 14. Google Places Ranking Criteria <ul><li>Relevance </li></ul><ul><li>Prominance </li></ul>Which place is the most popular?
  • 15. Google Places Ranking Criteria <ul><li>Prominence </li></ul><ul><li>(search long ’ s cabinet felton) </li></ul><ul><li>Directories – Add validity, trust and a popular signal to your business </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul>
  • 16. Google Places Ranking Criteria <ul><li>Prominence </li></ul><ul><li>(search long ’ s cabinet felton) </li></ul><ul><li>Directories </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Reviews </li></ul><ul><ul><li>Hotpot </li></ul></ul><ul><ul><li>Yelp </li></ul></ul><ul><ul><li>Merchant Circle </li></ul></ul><ul><ul><li>Yahoo </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Rich snippets </li></ul></ul>9 reviews 2 reviews 8 reviews 1 review 1 review 6 reviews
  • 17. Google Places Ranking Criteria <ul><li>Prominence </li></ul><ul><li>(search long ’ s cabinet felton) </li></ul><ul><li>Directories </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Reviews </li></ul>Thumbtack Diamond Certified Facebook Rich snippets ON your site
  • 18. Google Places Ranking Criteria <ul><li>Prominence </li></ul><ul><li>1. Directories </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Reviews </li></ul><ul><li>Citations - should include address </li></ul><ul><ul><li>Chambers, Business Assoc. </li></ul></ul><ul><ul><li>News mentions </li></ul></ul><ul><ul><li>Other local sites </li></ul></ul>
  • 19. Google Places Ranking Criteria <ul><li>Prominence </li></ul><ul><li>Directories </li></ul><ul><li>Reviews </li></ul><ul><li>Citations </li></ul><ul><li>Social Media SHARING </li></ul>
  • 20. Google Places Ranking Criteria <ul><li>Prominence </li></ul><ul><li>Directories </li></ul><ul><li>Reviews </li></ul><ul><li>Citations </li></ul><ul><li>Social Media CHECK-INS </li></ul>
  • 21. Google Places Ranking Criteria <ul><li>Relevance </li></ul><ul><li>Prominance </li></ul><ul><li>Distance </li></ul>Which place is the closest?
  • 22. 16 miles away 5 miles 5 miles PLACES RANKING CRITERIA Distance from town center – or you, if you don ’ t enter a city 0 miles
  • 23. 16 miles away 5 miles 0 miles 5 miles 0 miles 12 miles PLACES RANKING CRITERIA Distance from town center – or you, if you don ’ t enter a city
  • 24. Google Places Action Items Get CLOSE: Claim or create your Google page (and Yahoo, Bing, and now Facebook) Almost all local searches include map listings, only 14% of which been claimed!
  • 25. Google Places Action Items GET CLOSE: Claim or create your Google page (and Yahoo, Bing, Facebook) • Create additional Place pages within your city or in other cities if you qualify. MB: What is Google ’ s recommended practice in regards to handling the multiple listings that most professionals and clinics end up with? Google: Each doctor (or other independent professional) should have their own listing, with one more listing for the clinic.
  • 26. Google Places Action Items Optimize your Place and Local pages for RELEVANCY – CONSISTENCY is KEY! <ul><li>Business Title </li></ul><ul><ul><li>Use real business name that is consistent throughout the web </li></ul></ul><ul><ul><li>Best to include location in your name if you can </li></ul></ul>
  • 27. Google Places Action Items <ul><li>Categories </li></ul><ul><ul><li>Select one ready-made category </li></ul></ul><ul><ul><li>Add 4 more RELEVANT categories </li></ul></ul><ul><ul><li>Do your keyword research first! </li></ul></ul>Optimize your Place and Local pages for RELEVANCY
  • 28. Google Places Action Items <ul><li>Description </li></ul><ul><ul><li>This is your call to action </li></ul></ul><ul><ul><li>Use keywords </li></ul></ul><ul><ul><li>Mention other cities you serve </li></ul></ul>Optimize your Place and Local pages for RELEVANCY
  • 29. Google Places Action Items 64% 56% 55% 55% 49% 43% 42% 23% 22% 5% Distance from you Convenient hours Easy access to info Discounts/promotions Ratings and reviews Seeing the place on the map Whether the company has website Referrals from people you know Photos Videos None of these Base: 4,706 US online adults Source: Forrester Research 2% Optimize your Place and Local pages for RELEVANCY - Give them what they are looking for
  • 30. Google Places Action Items Optimize your website for RELEVANCY <ul><li>Keyword-rich title tags </li></ul><ul><li>Keyword-rich copy </li></ul><ul><li>Location-specific pages </li></ul><ul><li>Contact information consistent and frequent </li></ul><ul><li>Build inbound links (look for local sites rich with local keywords and industry-specific sites) </li></ul><ul><li>Anchor text on inbound links include LOCATION! </li></ul>
  • 31. Google Places Action Items Build PROMINENCE : Claim directory listings <ul><li>Most important directories </li></ul><ul><li>Yelp.com </li></ul><ul><li>YellowPages.com </li></ul><ul><li>MerchantCircle.com </li></ul><ul><li>CitySearch.com </li></ul><ul><li>DexKnows.com </li></ul><ul><li>Hotfrog </li></ul><ul><li>Kudzu </li></ul><ul><li>Mojopages </li></ul><ul><li>Manta </li></ul>
  • 32. Google Places Action Items Build PROMINENCE : Get Citations <ul><li>BBB </li></ul><ul><li>Chamber of Commerce </li></ul><ul><li>Newspapers </li></ul><ul><li>Local blogs </li></ul><ul><li>Patch </li></ul><ul><li>Local charities </li></ul><ul><li>Local schools </li></ul><ul><li>Local radio </li></ul><ul><li>Local TV </li></ul>LOCAL CITATION FINDER http://www.whitespark.ca/local-citation-finder
  • 33. Google Places Action Items Build PROMINENCE : Get reviews <ul><li>Send out email requests </li></ul><ul><li>Have a computer set up at your biz to take reviews </li></ul><ul><li>Put a link to review sites on your website </li></ul><ul><li>Offer incentives </li></ul><ul><li>Use Thumbtack.com </li></ul><ul><li>Myreviewspage.com </li></ul>
  • 34. Google Places Action Items Build PROMINENCE : Get reviews <ul><li>Use QR codes </li></ul><ul><ul><li>Have it link to review site. </li></ul></ul><ul><ul><li>Print on receipts, invoices, </li></ul></ul><ul><ul><li>Business cards, etc. </li></ul></ul>Generate your own QR code at Kaywa.com for use at the place of your business or on business cards, flyers, etc.
  • 35. Google Places Action Items Build PROMINENCE : Get the Buzz out with Social! <ul><li>Get Facebook Page (now showing up in Places) </li></ul><ul><li>Tweet </li></ul><ul><li>Encourage Checkins </li></ul><ul><li>Create something REMARKABLE! </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Infographic </li></ul></ul>
  • 36. Google Places Action Items Next step <ul><li>Research your competitors for RELEVANCY &amp; PROMINANCE </li></ul><ul><ul><li>What keywords are they using </li></ul></ul><ul><ul><li>Which categories are they in </li></ul></ul><ul><ul><li>Do they have photos, videos </li></ul></ul><ul><ul><li>Are you updating their listing? </li></ul></ul><ul><ul><li>How well optimized is their website? </li></ul></ul><ul><ul><li>Which directories are they in? </li></ul></ul><ul><ul><li>Where are they getting inbound links? </li></ul></ul><ul><ul><li>Update your website and your listings accordingly but remember… </li></ul></ul>
  • 37. If you were in a group of people being chased by a bear, you only need to be 1 step ahead of the slowest person.
  • 38. Likewise, you only have to be 1 step ahead of your competitor. So, don ’ t overwhelm yourself. You don ’ t have to do it all.
  • 39. Just don ’ t get left behind.
  • 40. Kat &amp; Mouse We ’ ll keep you a step ahead! KickStart Brainstorming Normally $375 – $200 today Local Optimization Search Engine Optimization www.katandmouse.com facebook.com/katandmouSEO Twitter #katndmouse

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