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    Unjobfair Unjobfair Presentation Transcript

    • Local Search
      Liz HamiltonMaia Internet Consulting
      created for The Unjob FairMay 1, 2010
    • 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.
    • What to do with your Old Yellow Page Books
    • So where are people finding Local Businesses?
    • Google Local is now Google Places
    • Google Places
      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 displays 7 listings in the results.
      • Reviews
      • Phone number
      • Web Address
      • Link to more details in the Google Directory.
      Local results area
    • Yahoo Local
      Released in May 2007
      Now offering the ability to search by menu items
      Speculation that it will expand this search to brands.
      • Physical business address
      • Phone Number
      • Email address
      • Description of Business Offering
      • Opening Times
    • Bing local search
      Formerly Live Search, Windows Search & MSN Search.
      Slogan “Bing & Decide”
      Local Info
      • Business name
      • Address
      • Phone
      • Hours
      • Descriptions
      • Links to company website
    • 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
      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
    • Top 5 Factors that Likely influence Local Listing placement
      The survey says…
      LBL address in the City of search.
      Citations from Major Data Providers.
      Association of proper LBL categories.
      Claiming your listing.
      Product/Service keywords in LBL title.
    • Top 5 Negative Factors
      The survey says…
      Use of (800) number in LBL.
      Multiple addresses on the contact page.
      Negative Customer Ratings.
      Exclusive use of 800 number on contact page.
      Multiple LBL with same business name.
    • 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
      Any special information you want to convey such as Parking available? Specialty Products?
    • Your Listing Page
    • Reporting
    • Additional Features - Videos
      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 land line 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 in pdf format are online at www.maiainternetconsulting.com/363/local-search-cfu-unjob-fair
      CFU Upcoming Classes – www.maiainternetconsulting.com/353/cfu-classes-for-2010/
      A Crash Course in Local Search
      Growing Your Business on Google with Pay Per Click
      Market Online – it’s easy, effective and affordable
      Everything You Wanted to Know About Blogging For Business
      Free Google Tools
      Sign up for classes online at
    • Thank you for your time!
      Liz HamiltonMaia Internet Consulting1871 Folsom Street,Boulder, CO 80302