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.
    • What is a Local Search?
    Local Search is aBuzz
  • 3.
    • What is a Local Search?
    • Answer:
    • Contains a location in the search query such as “ Santa Cruz custom cabinets ”
    • Any search made online with the intention of making a purchase OFFLINE
    • Any search that would traditionally be made in the print Yellow Pages becomes a local search when made online
    Local Search is aBuzz
  • 4. Local Search is aBuzz
    • Local Search is growing exponentially by 50% each year!
    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.
    • Is your business where everyone is looking?
    • Or…
    Local Search is aBuzz
  • 9.
    • Will they find your competition instead ?
    Local Search is aBuzz
  • 10.
    • To address “ local ” popularity, in October, 2010 Google rolled out big change in their local search results.
  • 11. October 2010, Google rolls out Local Search change NEW OLD
  • 12. Google Places Ranking Criteria
    • Relevance
    Which place most closely matches the keyword query?
  • 13. Google Places Ranking Criteria
    • Relevance
    • Optimized Pace: Business Title, Categories, Description
    • Optimized website – Now MORE than ever!
    • Industry Directories
  • 14. Google Places Ranking Criteria
    • Relevance
    • Prominance
    Which place is the most popular?
  • 15. Google Places Ranking Criteria
    • Prominence
    • (search long ’ s cabinet felton)
    • Directories – Add validity, trust and a popular signal to your business
      • Local/Geo
      • Industry
  • 16. Google Places Ranking Criteria
    • Prominence
    • (search long ’ s cabinet felton)
    • Directories
      • Local/Geo
      • Industry
    • Reviews
      • Hotpot
      • Yelp
      • Merchant Circle
      • Yahoo
      • Facebook
      • Rich snippets
    9 reviews 2 reviews 8 reviews 1 review 1 review 6 reviews
  • 17. Google Places Ranking Criteria
    • Prominence
    • (search long ’ s cabinet felton)
    • Directories
      • Local/Geo
      • Industry
    • Reviews
    Thumbtack Diamond Certified Facebook Rich snippets ON your site
  • 18. Google Places Ranking Criteria
    • Prominence
    • 1. Directories
      • Local/Geo
      • Industry
    • Reviews
    • Citations - should include address
      • Chambers, Business Assoc.
      • News mentions
      • Other local sites
  • 19. Google Places Ranking Criteria
    • Prominence
    • Directories
    • Reviews
    • Citations
    • Social Media SHARING
  • 20. Google Places Ranking Criteria
    • Prominence
    • Directories
    • Reviews
    • Citations
    • Social Media CHECK-INS
  • 21. Google Places Ranking Criteria
    • Relevance
    • Prominance
    • Distance
    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!
    • Business Title
      • Use real business name that is consistent throughout the web
      • Best to include location in your name if you can
  • 27. Google Places Action Items
    • Categories
      • Select one ready-made category
      • Add 4 more RELEVANT categories
      • Do your keyword research first!
    Optimize your Place and Local pages for RELEVANCY
  • 28. Google Places Action Items
    • Description
      • This is your call to action
      • Use keywords
      • Mention other cities you serve
    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
    • Keyword-rich title tags
    • Keyword-rich copy
    • Location-specific pages
    • Contact information consistent and frequent
    • Build inbound links (look for local sites rich with local keywords and industry-specific sites)
    • Anchor text on inbound links include LOCATION!
  • 31. Google Places Action Items Build PROMINENCE : Claim directory listings
    • Most important directories
    • Yelp.com
    • YellowPages.com
    • MerchantCircle.com
    • CitySearch.com
    • DexKnows.com
    • Hotfrog
    • Kudzu
    • Mojopages
    • Manta
  • 32. Google Places Action Items Build PROMINENCE : Get Citations
    • BBB
    • Chamber of Commerce
    • Newspapers
    • Local blogs
    • Patch
    • Local charities
    • Local schools
    • Local radio
    • Local TV
    LOCAL CITATION FINDER http://www.whitespark.ca/local-citation-finder
  • 33. Google Places Action Items Build PROMINENCE : Get reviews
    • Send out email requests
    • Have a computer set up at your biz to take reviews
    • Put a link to review sites on your website
    • Offer incentives
    • Use Thumbtack.com
    • Myreviewspage.com
  • 34. Google Places Action Items Build PROMINENCE : Get reviews
    • Use QR codes
      • Have it link to review site.
      • Print on receipts, invoices,
      • Business cards, etc.
    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!
    • Get Facebook Page (now showing up in Places)
    • Tweet
    • Encourage Checkins
    • Create something REMARKABLE!
      • Video
      • Blog
      • Infographic
  • 36. Google Places Action Items Next step
    • Research your competitors for RELEVANCY & PROMINANCE
      • What keywords are they using
      • Which categories are they in
      • Do they have photos, videos
      • Are you updating their listing?
      • How well optimized is their website?
      • Which directories are they in?
      • Where are they getting inbound links?
      • Update your website and your listings accordingly but remember…
  • 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 & 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