Local Search Is aBuzz

Get Your Local Bizbuzz On by Kathy Long, LSO Local Search Optimization Specialist, Kat & Mouse

What is a Local Search?
Local Search is aBuzz

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 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

Local Search is aBuzz Almost 1.5 billion LOCAL searches in May 2010… That ’ s 20% of Google ’ s search volume!

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.

Local Search is aBuzz 80% of shoppers are looking for you online! What should you be asking yourself?

Is your business where everyone is looking?
Or…

Will they find your competition instead ?

To address “ local ” popularity, in October, 2010 Google rolled out big change in their local search results.

October 2010, Google rolls out Local Search change NEW OLD

Google Places Ranking Criteria
Relevance
Which place most closely matches the keyword query?

Relevance
Optimized Pace: Business Title, Categories, Description
Optimized website – Now MORE than ever!
Industry Directories

Relevance
Prominance
Which place is the most popular?

Prominence
(search long ’ s cabinet felton)
Directories – Add validity, trust and a popular signal to your business
Local/Geo
Industry

Prominence
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

Prominence
Directories
Local/Geo
Industry
Reviews
Thumbtack Diamond Certified Facebook Rich snippets ON your site

Prominence
1. Directories
Local/Geo
Industry
Reviews
Citations - should include address
Chambers, Business Assoc.
News mentions
Other local sites

Prominence
Directories
Reviews
Citations
Social Media SHARING

Prominence
Directories
Reviews
Citations
Social Media CHECK-INS

Relevance
Prominance
Distance
Which place is the closest?

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

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

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!

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.

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

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

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

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

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!

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

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

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

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.

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

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…

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.

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.

Just don ’ t get left behind.

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

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Local Search Is aBuzz

by Kat & Mouse SEO & Web Development on Jun 06, 2011

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Local Search Is aBuzz — Presentation Transcript