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Local Search<br />Liz HamiltonMaia Internet Consulting<br />created for The Unjob FairMay 1, 2010<br />
Defining Local Search?	<br />Local search is any search made with the goal of finding something within a geo-graphic locat...
Why is Local Search so Important?<br />It is estimated that 30%-40% of all searches are made with local intent. <br />Onli...
What to do with your Old Yellow Page Books<br />
So where are people finding Local Businesses?<br />
Google Local is now Google Places<br />
Google Places<br />Google believes this searcher is looking for local referrals and shows the map. <br />The map shows the...
  Phone number
  Web Address
  Link  to more details in the Google Directory.</li></ul>Local results area<br />
Yahoo Local<br />Released in May 2007<br />Now offering the ability to search by menu items<br />Speculation that it will ...
Phone Number
Email address
Description of Business Offering
Opening Times</li></li></ul><li>Bing local search<br />Formerly Live Search, Windows Search & MSN Search.<br />Slogan “Bin...
Address
Phone
Hours
Descriptions
Links to company website</li></li></ul><li>So where does Local Info come from?<br />From local business centers<br />From ...
Also from ….<br />Your Website<br />Trade Associations<br />Better Business Bureau<br />Local Chamber of Commerce<br />Loc...
Making sure your site is local search friendly<br />Add your address, phone, and zip code to every page of your website, w...
Location of office<br />Issues<br />I have a home office and don’t want people to know my address.<br />P.O. Boxes<br />Ma...
Top 5 Factors that Likely influence Local Listing placement<br />The survey says…<br />LBL address in the City of search.<...
Top 5 Negative Factors<br />The survey says…<br />Use of (800) number in LBL.<br />Multiple addresses on the contact page....
Ok, great how do I get listed? <br />1.  Go to http://maps.google.com/<br />
Search for your Business<br />2.  Search for your business name, phone, or address – are you listed?<br />
Yes, I am listed!  <br />3a.  Click on Edit to ‘Claim your listing’<br />
No, I am not listed <br />3b.  Click on Put your business on Google Maps<br />
When you ARE listed you will be taken to the Add, Edit or Suspend Listing area<br />
Complete your Listing<br />
Submit & Verify<br />
Information to have on Hand	<br />Standard information such as business name, address, phone number, email address and web...
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Unjobfair

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Transcript of "Unjobfair"

  1. 1. Local Search<br />Liz HamiltonMaia Internet Consulting<br />created for The Unjob FairMay 1, 2010<br />
  2. 2. Defining Local Search? <br />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.<br />Searching for something (what) in some place (where).<br />Seeking information online with the intention of making a transaction offline – Greg Sterling.<br />Essentially, anything you would normally look in the phone book for, you now search for online.<br />
  3. 3. Why is Local Search so Important?<br />It is estimated that 30%-40% of all searches are made with local intent. <br />Online search influenced $471 billion worth of offline sales last year vs. only $136 billion in e-commerce sales (e-Marketer, 2008)<br />Yellow page users are moving to online searches<br />Mobile network providers such as T-Mobile, Verizon etc agree that Local Search results are logical results for mobile devices.<br />
  4. 4. What to do with your Old Yellow Page Books<br />
  5. 5. So where are people finding Local Businesses?<br />
  6. 6. Google Local is now Google Places<br />
  7. 7. Google Places<br />Google believes this searcher is looking for local referrals and shows the map. <br />The map shows the most relevant search results with map markers and text links to each of the listings.<br />Google displays 7 listings in the results.<br />Information <br /><ul><li> Reviews
  8. 8. Phone number
  9. 9. Web Address
  10. 10. Link to more details in the Google Directory.</li></ul>Local results area<br />
  11. 11. Yahoo Local<br />Released in May 2007<br />Now offering the ability to search by menu items<br />Speculation that it will expand this search to brands.<br />Info:<br /><ul><li>Physical business address
  12. 12. Phone Number
  13. 13. Email address
  14. 14. Description of Business Offering
  15. 15. Opening Times</li></li></ul><li>Bing local search<br />Formerly Live Search, Windows Search & MSN Search.<br />Slogan “Bing & Decide”<br />Local Info<br /><ul><li>Business name
  16. 16. Address
  17. 17. Phone
  18. 18. Hours
  19. 19. Descriptions
  20. 20. Links to company website</li></li></ul><li>So where does Local Info come from?<br />From local business centers<br />From business information aggregators<br />
  21. 21. Also from ….<br />Your Website<br />Trade Associations<br />Better Business Bureau<br />Local Chamber of Commerce<br />Local Business Directory<br />Local City Guides<br />Local Newspapers<br />Industry Specific Vertical Directories<br />Locally focused powerhouses such as CitySearch<br />
  22. 22. Making sure your site is local search friendly<br />Add your address, phone, and zip code to every page of your website, without exception.<br />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:<br /><div class="street-address">P.O. Box 1336</div> <br />
  23. 23. Location of office<br />Issues<br />I have a home office and don’t want people to know my address.<br />P.O. Boxes<br />Mail Box Etc <br />Another business address<br />I want to show in another location.<br />I have more than one location<br />
  24. 24. Top 5 Factors that Likely influence Local Listing placement<br />The survey says…<br />LBL address in the City of search.<br />Citations from Major Data Providers.<br />Association of proper LBL categories.<br />Claiming your listing.<br />Product/Service keywords in LBL title.<br />http://www.davidmihm.com/local-search-ranking-factors.shtml<br />
  25. 25. Top 5 Negative Factors<br />The survey says…<br />Use of (800) number in LBL.<br />Multiple addresses on the contact page.<br />Negative Customer Ratings.<br />Exclusive use of 800 number on contact page.<br />Multiple LBL with same business name.<br />
  26. 26. Ok, great how do I get listed? <br />1. Go to http://maps.google.com/<br />
  27. 27. Search for your Business<br />2. Search for your business name, phone, or address – are you listed?<br />
  28. 28. Yes, I am listed! <br />3a. Click on Edit to ‘Claim your listing’<br />
  29. 29. No, I am not listed <br />3b. Click on Put your business on Google Maps<br />
  30. 30. When you ARE listed you will be taken to the Add, Edit or Suspend Listing area<br />
  31. 31. Complete your Listing<br />
  32. 32. Submit & Verify<br />
  33. 33. Information to have on Hand <br />Standard information such as business name, address, phone number, email address and web address.<br />A short description of your business – 200 characters max.<br />Categories your business falls under, such as Web Design, Internet Marketing.<br />Hours of operation & types of payments accepted.<br />10 images<br />5 videos<br />Coupons<br />Any special information you want to convey such as Parking available? Specialty Products?<br />
  34. 34. Your Listing Page<br />
  35. 35. Reporting<br />
  36. 36. Additional Features - Videos<br />Video <br />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.<br />Think about create ways to make your video interesting. <br />Add the video to your own site too!<br />
  37. 37. Additional Features - Adding a coupon<br />Create your first coupon in the Coupons tab at the <br />Local Business Center login area<br />
  38. 38. Enter the Coupon Details<br />
  39. 39. Reviews<br /><ul><li> Come from a variety of places
  40. 40. Are important to help you come up in the 10 pack
  41. 41. Are a fact of life for a business that is online
  42. 42. Negative & Positive reviews make the listing more credible
  43. 43. Ask for reviews, put the link to the reviews page on your site, on your business card or in your email signatures</li></li></ul><li>Other Local Search Directories <br />
  44. 44. In conclusion<br />If you have a land line phone number - your business is probably listed so claim your listing<br />If you are not listed, then create your listing<br />Suspend any duplicate listings and enhance the one that is left.<br />Local search is becoming more relevant in the search engine results<br />Make sure your own site is Local Search Friendly<br />Keep your local listing data clean, contact aggregators that might have the wrong information<br />
  45. 45. Resources<br />Slides in pdf format are online at www.maiainternetconsulting.com/363/local-search-cfu-unjob-fair<br />CFU Upcoming Classes – www.maiainternetconsulting.com/353/cfu-classes-for-2010/<br />A Crash Course in Local Search<br />Growing Your Business on Google with Pay Per Click<br />Market Online – it’s easy, effective and affordable<br />Everything You Wanted to Know About Blogging For Business<br />Twitter<br />Free Google Tools<br />Sign up for classes online at <br />https://www.colofreeu-registrar.com/<br />
  46. 46. Thank you for your time!<br />Liz HamiltonMaia Internet Consulting1871 Folsom Street,Boulder, CO 80302<br />303.815.9860<br />Liz@MaiaInternetConsulting.com<br />www.MaiaInternetConsulting.com<br />
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