Winning Local Search with Data

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  • In 50s, so much advancement goin on in tech that we thought since we mastered aviation and production vehicles, average person thought we’d have flyin cars in no timeNaïve – diff verts, diff funding, diff applications and contexts
  • In 50s, so much advancement goin on in tech that we thought since we mastered aviation and production vehicles, we’d have flyin cars in no timeNaïve – diff verts, diff funding, diff applications and contexts
  • A sampling of the wealth of tools. Not counting extensions built for google docs & excel
  • Honorable mention to bright local which is still in beta – built review widget (nice idea, doesn’t solve a problem)
  • Specialized like open table – other ex is RepairPalNot gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
  • Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
  • Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
  • Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
  • Remove days axis?
  • Mention noindex test – blended likely ranked by local algo & resides on local index
  • With only 15% of SERPs, should competing for regular organic shelf space be #1 priority? Traditional linkbuilding less val. Also? Can get great links from same places that also give valuable citations. Efficiency ftw.85% local or blended – universal not really a factor. Make vids to close sales or brand self, not earn SERP shelf space.Should every SMB obsess over longtail? I think its case by case:Lawyer for slip and fall case involving property holding co and properting management co broken hip near nyc (potentially worth millions)Auto mechanic car inspection open late 10312 (worth about ~$45)
  • Winning Local Search with Data

    1. 1. Presented by David Minchala forNew York SearchLove Conference
    2. 2. MeLocal SEO + Agency SEO + Corporate + StartupMore about me
    3. 3. DisclaimerThis is: This is NOT: My observations & Yodle’s search strategy opinions Yodle’s view on search Based on my experience Yodle’s interpretation of over 4 years in local the data presented here My interpretation of all data points (Sorry, Rand…)
    4. 4. Local SEO Challenges
    5. 5. Different Rules Local Algorithm Broad Algorithm http://www.seomoz.org/article/search-ranking-factorshttp://www.davidmihm.com/local-search-ranking-factors.shtml
    6. 6. “Regular SEO” Tools
    7. 7. Versus
    8. 8. Local SEO Tools
    9. 9. Tracking(direct) / mom’s bridge club
    10. 10. Where (else) the Action Is
    11. 11. Where (else) the Action Is35% of Adults own a smartphone Source: Pew Internet
    12. 12. Where (else) the Action Is 58% of them useMaps, foursquare, Yelp etc. Source: Pew Internet
    13. 13. Where (else) the Action Is 90% search for localinfo; 87% of those take action. Source: The Smartphone User & The Mobile Marketer
    14. 14. Your customers don’t have to visit your website to call you or find out where you are.
    15. 15. Data ? http://www.google.com/insights/search/#q=divorce%20lawyer&geo=US&date=1%2F2007%2012m&cmpt=qRemember this?http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
    16. 16. The right tactics
    17. 17. More Content!You != Demand Media Selling a service, not CPM
    18. 18. Stumble and FallA service page != Compelling linkbait, traffic generatorNo link value, no qualified traffic
    19. 19. Video Branding & conversion Search visibility
    20. 20. Low/No ROIBloggingLinkbait
    21. 21. What about… The long tail?Universal search?Domain authority?
    22. 22. Decision time
    23. 23. Your Playing Field 10,000 keywordsSERP Type Head and mid-long tail All geo-modified Monitored over 3-month period Local* Organic Map Pack or Blended SERP 85% of the time
    24. 24. Is organic your #1 priority? Should it be?
    25. 25. Data data everywhere
    26. 26. Essential Research:What makes the client money? What’s their customer’s financial commitment? What are the implications?
    27. 27. HVAC Example Top priorities for • Seasonal target Keywords A/C Installs, Service • Business & Residential Two types of Contracts citations/links to build Give something for • Longer sale cycle freeHigh $ Avg. Cost • Potentially price- for Customers sensitive Reviews, testimoni consumer base als, comparisons best bet for content
    28. 28. Keyword Research Filters:Best customer? (High value Modifiers)Worst customer? (Avoid/Remove)Typical customer? (High volume Modifiers) Personas are helpful here, too.
    29. 29. Local Demand Find it:
    30. 30. Local DemandCross-check it: “mechanic”
    31. 31. Where Am I Now? Google: Search by name, then address, then phone Factual:Where is NAP not standardized?
    32. 32. Factualwww.factual.com
    33. 33. Where Are My Competitors? Local Search Toolkit:
    34. 34. Go Get „em!American Fact FinderLocal Search Toolkit Factual Whitespark SEO Tools Plugin
    35. 35. Thank you!
    36. 36. Q&A@daveminchalaDavidminchala.comdavid.minchala@gmail.com

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