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Make it-fly-optimize-for-local-search-090916122554-phpapp01
 

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  • Now local search results are shown without
  • Rank well in Universal SearchRank well in the Local 10 PackRank well in Local Search EnginesBe in the Internet Yellow PagesBe on Local/Social web sitesBe in vertical directories for your industry and location

Make it-fly-optimize-for-local-search-090916122554-phpapp01 Make it-fly-optimize-for-local-search-090916122554-phpapp01 Presentation Transcript

  • Soar With Local Search Engine Optimization Make-It-Fly: Entrepreneurs Embracing Change Fall 2009 Conference presented by seOverflow
  • Who Is seOverflow? • seOverflow is a search engine optimization and pay per click marketing company in Denver, CO. • We specialize in offering solutions that enable web design companies, marketing consultants, and other solution providers to offer customized, innovative SEO services to their clients. • We are a Google Adwords Qualified Company, Yahoo Search Marketing Ambassadors, and SEMPO members.
  • We’ll Talk About… • What is Local Search/Local SEO • Why Local SEO is important • Challenges for Local Businesses Later… Tactics For Local Search Optimization • On-Page Optimization • Off-Page Optimization – Reviews – Citations – Links • Local SEO For $100 or less!
  • Local Search Is… • Local Search is any search made with the goal of finding something in a specific geographic area. • This is known as searching withlocal intent.
  • How Is Local Intent Determined? • The searcher uses geographic modifiers. • The searcher has personalization settings on. • The Search Engine interprets local intent from the search phrase.
  • Why Local SEO Is Important • 73% of activity online is in one way or another “related to local content” • For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research • 97% of Internet users in the U.S. gather shopping information online, and of those consumers 51% explicitly characterize their behavior as “Shop Online, Purchase Offline” • 70% of online searchers will use local search to find offline businesses.
  • Why Local Search Is Important
  • Why Local Search Is Important
  • Where does Google’s Local data come from? 1.The Google Local Business Center (LBC) 2.Third-Party Data Providers 3.Web Crawling
  • Where Are Your Customers? • • • • • Neighborhood? City? Nearby cities? Region? State?
  • Where Are Your Customers? • The broader your geographical reach, the more time and money you need to be successful. • Generally, the narrower your reach, the easier it will be to compete online. • Why? There is usually less competition and it is usually less savvy about internet marketing.
  • Local Business Challenges Local Directories Niche Search Engines Industry Directories Internet Yellow Pages Secondary Local Search Engines Local/Social Sites Major Local Search Engines Local 10 pack - Google Local 3 Pack – Yahoo! Universal Search
  • Local Directories
  • Niche Search Engines
  • Internet Yellow Pages
  • Local/Social Sites
  • On Page Optimization for Local Making Your Website Work in Local Search presented by seOverflow
  • On Page Optimization • Build relevance and trust in your location+keywords. • Do all the “usual” things when optimizing site - title, description, h tags, content, good internal linking, etc – but with a geographic slant.
  • Where Are You? • Place your full street address and local phone number on all pages of your website. • Optimize your Contact or About page for your business name and location. • Use the hcardmicroformat to make your location unmistakable to the Search Engines.
  • TIP: Give Your Biz a Tagline • If your business name doesn’t make it very clear where you are and what you do, then use a tagline to communicate that information to both humans and Search Engine spiders.
  • TIP: For Multiple Locations: • Create a separate page for each location • Use local info on each of these pages • Link internally to location pages, using the location names in link text • Use other terms on the page that will help the Search Engines understand where you are: street intersections, highway exits, what’s nearby, nicknames for neighborhoods, etc.
  • Off Site Optimization For Local What Else Helps Your Business Rank? presented by seOverflow
  • Create Local Business Listings Create free profiles on: • Google Maps www.google.com/local/add • Yahoo Local http://listings.local.yahoo.com/ • Bing Local https://ssl.bing.com/listings/ListingCenter.aspx If you never do anything else, do this!
  • A Google Maps Listing
  • Google Maps Dashboard
  • Standardization Builds Trust • Use the same name, address and phone number everywhere online and offline. • Go to the sources of business data and standardize there. • Use a local database directory - check out UniversalBusinessListing.org and GetListed.org
  • Optimize Your Biz Listings • Use your main keyword phrase and complementary terms in your profile descriptions • Grab the long tail by including: Your products and services The brands you carry The locations you serve Anything else important in your niche
  • Optimize Your Biz Listings • Choose – or create – the right categories • Give your listing attributes
  • Create Citations Citations, aka web references, are web pages that cite or mention your business or web site. They do not have to contain a link!
  • Keep Creating Citations! • Citations are important in building Google’s trust in the information it has about you. • Citations can drive targeted traffic to your business. • Citations are easier to get than links – many are free.
  • The Impact of Reviews “Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. ("Web users and web community," Rubicon Consulting, Inc. October 2008)” “81% of online holiday shoppers read online customer reviews (Nielson Online, December 2008)” “86% of consumers read online business reviews before making purchasing decisions; 90% of whom say they trust these reviews. (Kudzu.com survey of 600 users, December 2008)” “The Trust in Advertising survey of 26,000+ found that Consumer Recommendations are the most credible form of advertising. ("Social Media Marketing: The Right Strategy for Tough Economic Times" Awareness, 2008)” Statistics from BazaarVoice.com See more at http://www.bazaarvoice.com/industryStats.html
  • Reviews Influence Rankings • Ratings and reviews enter into the algorithm on some sites-like Yahoo!Local • The more reviews, the better. • Highly rated items can rise to the top on some sites and poorly rated ones are rarely seen. • Users can sort their results by ratings on some sites, creating their own personalized rankings.
  • TIP: Ask for Reviews ONLY FROM HAPPY CUSTOMERS! • Have a plan in place. • Use surveys and follow-up emails. • “Bribe” people to submit reviews. • Send reviewers to a variety of web sites. • If a customer has a Gmail address ask them to leave review on Google. Same for Yahoo.
  • Tip: Get Local Links • The right incoming links can help with location trust. • Look for links from local authority sites. • Look for links from sites that rank for what you want to rank for. • Use existing relationships to get local links.
  • Local Search For $30 or Less • Optimize site with geographic slant • Include business name and contact information in HTML (hCardmicroformat) on own website • Claim Listing at Google Maps w/Business URL • Claim Listing at Yahoo Local w/Business URL • Claim Listing at BOTW Local • Claim Listing at Live Search • Submit to Universal Business Listing - $30 • Submit to Localeze • Submit to infoUSA • Claim additional portal listings • Link to additional portal listings from own website ALMOST ALL OF THIS IS FREE AND AVAILABLE TODAY!!!
  • Sources • http://www.slideshare.net/heinivanberg en/smx-london-2008-local-searchblended-results-presentation • David Mihm – “Local Search on a Dime” SES San Jose 2009
  • Quick Plug: seOverview • 40+ Page custom SEO audit – – – – Identify SEO Opportunities Avoid SEO Pitfalls Learn How to Make Your Site More Powerful Analyze Your Competition • http://www.seOverflow.com/seoverviewLocal • COUPON CODE (use at checkout) – $200 off until 9/15 (MIF200) – $100 off until 9/30 (MIF100)