The Google 10 Pack

The Google 10 Pack
Liz HamiltonMaia Internet Consulting
created for The Denver Entrepreneur Meetup Group October 22nd, 2009

Defining Local Search?
Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.
Searching for something (what) in some place (where).
Seeking information online with the intention of making a transaction offline – Greg Sterling.
Essentially, anything you would normally look in the phone book for, you now search for online.

Why is Local Search so Important?
It is estimated that 30%-40% of all searches are made with local intent.
Online search influenced $471 billion worth of offline sales last year vs. only $136 billion in e-commerce sales (e-Marketer, 2008)
Yellow page users are moving to online searches
Mobile network providers such as T-Mobile, Verizon etc agree that Local Search results are logical results for mobile devices.

Google 10 Pack
Google believes this searcher is looking for local referrals and shows the map.
The map shows the most relevant search results with map markers and text links to each of the listings.
Google moved from 3 listings to 10 in Feb 08.
Information
Reviews
Phone number
Web Address
Link to more details in the Google Directory.

Business Listing in Google
The Holy Grail of local search. The Google Authoritative Onebox
Google believes that this is the perfect match for your search and displays just one result.

So where does Local Info come from?
From local business centers
From business information aggregators

Also from ….
Your Website
Trade Associations
Better Business Bureau
Local Chamber of Commerce
Local Business Directory
Local City Guides
Local Newspapers
Industry Specific Vertical Directories
Locally focused powerhouses such as CitySearch

Making sure your site is local search friendly
Add your address, phone, and zip code to every page of your website, without exception.
Have your webmaster use standard hcard & vcard formatting on your site – this is simply standardized code to search engines what the content is about for example:
<div class="street-address">P.O. Box 1336</div>

Location of office
Issues
I have a home office and don’t want people to know my address.
P.O. Boxes
Mail Box Etc
Another business address
I want to show in another location.
I have more than one location

Factors that Likely influence 10-pack placement
Not in any order
Location
Reviews
Information must be in the Google Local Business Center
Links to your site and other web references
Google has the ‘insider info’ on this and does not share, but these are some of the placement influences generally known by search optimization companies.

Ok, great how do I get listed?
1. Go to http://maps.google.com/

Search for your Business
2. Search for your business name, phone, or address – are you listed?

Yes, I am listed! 
3a. Click on Edit to ‘Claim your listing’

No, I am not listed 
3b. Click on Put your business on Google Maps

When you ARE listed you will be taken to the Add, Edit or Suspend Listing area

Complete your Listing

Submit & Verify

Information to have on Hand
Standard information such as business name, address, phone number, email address and web address.
A short description of your business – 200 characters max.
Categories your business falls under, such as Web Design, Internet Marketing.
Hours of operation & types of payments accepted.
10 images
5 videos
Coupons
Any special information you want to convey such as Parking available? Specialty Products?

Your Listing Page

Additional Features - Videos
Video
Create a great short video to promote your business, upload to YouTube and add to your listing. You can convey a lot of information in a 30 second video.
Think about create ways to make your video interesting.
Add the video to your own site too!

Additional Features - Adding a coupon
Create your first coupon in the Coupons tab at the
Local Business Center login area

Enter the Coupon Details

Reviews
Come from a variety of places
Are important to help you come up in the 10 pack
Are a fact of life for a business that is online
Negative & Positive reviews make the listing more credible
Ask for reviews, put the link to the reviews page on your site, on your business card or in your email signatures

Other Local Search Directories

In conclusion
If you have a phone number your business is probably listed so claim your listing
If you are not listed, then create your listing
Suspend any duplicate listings and enhance the one that is left.
Local search is becoming more relevant in the search engine results
Make sure your own site is Local Search Friendly
Keep your local listing data clean, contact aggregators that might have the wrong information

Resources
Slides will be put online at www.MaiaInternetConsulting.com/blog/DenverMeetup
CFU Classes –
A Crash Course in Local Search
10/31, 11/22 & 12/19 – morning class from 9:00 am - noon
Growing Your Business on Google with Pay Per Click
10/31, 11/22 & 12/19 – afternoon class from 2:00 pm – 5:00 pm
Market Online – it’s easy, effective and affordable
January 20th, March 3rd, April 7th & May 12th
Everything You Wanted to Know About Blogging For Business
February 10th, March 17th, April 21st, May 26th
Sign up for classes online at
https://www.colofreeu-registrar.com/

Thank you for your time!
Liz Hamilton
303.815.9860
Liz@MaiaInternetConsulting.com
www.MaiaInternetConsulting.com

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The Google 10 Pack

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