Local Search Optimization, Google+ Local, and the Future of Local Search - AAFPRS 2012

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A look at local search optimization and its importance when it comes to medical internet marketing. This presentation was given at the AAFPRS 2012 Fall Meeting in Washington D.C.

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Local Search Optimization, Google+ Local, and the Future of Local Search - AAFPRS 2012

  1. 1. Local Search Optimization, Google+Local, and the Future of Local SearchMike Wiltonwww.plasticsurgerystudios.com@psurgerystudios@mwilton13#AAFPRSLocal
  2. 2. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocalWho Am I?Internet Marketing Manager:Writer: mwilton13
  3. 3. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal Doctor searches made up 27% of the total local business searches conducted by consumers last year. (Source: Bright Locals Local Consumer Review Survey 2012) mwilton13
  4. 4. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal Local doctor searches saw a 6% growth over 2010 data, second only to restaurants. mwilton13
  5. 5. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocalConsumers find local listingsto be the most relevant andtrusted in search engine results(Source: 5th Annual 15miles/Localeze Local Search Usage Study) mwilton13
  6. 6. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal How Do You Get Your Piece of the Traffic? mwilton13
  7. 7. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal Build a Local Presence mwilton13
  8. 8. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal The Anatomy of a Local Listing1. Owner-verified business data in Google+ Local2. Data via citation sources3. Approved User Generated Content4. Scraped data(Source: Joel Headly, Google Maps team, June 2009) mwilton13
  9. 9. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal mwilton13
  10. 10. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal Local Listing & Citation Best Practices:● Claim and complete your listings● Keep your NAP (Name, Address, Phone Number) consistent● Create one listing per location● Use unique phone numbers for each doctor/location● Utilize categories (e.g. "Plastic Surgeon", "Facial Plastic Surgeon", "Facelift Surgeon," etc.)● Dont get spammy mwilton13
  11. 11. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal Local Citation Sources and LocalListings on Google, Bing, and Yahoo Generated an Average of 8% of the Total Website Traffic for Our Doctors in 2011. mwilton13
  12. 12. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocalBuild an Authoritative, Locally Relevant Website mwilton13
  13. 13. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocalLocal Search On Site FactorsIn February 2012, Google launched theVenice update, which improved thetriggering of Local Universal results byrelying more on the ranking of main searchresults as a signal.Additionally they launched a system to findresults from a users city more reliably.Allowing Google to better detect when bothqueries and documents are local to a user.(Source: Google Inside Search, Feb. 2012) mwilton13
  14. 14. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocal mwilton13
  15. 15. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocalOn Site Factors That Influence Local Relevance ● Website authority ● Localization of website content ● Website contact matching local listings ● Microformatted contact info ● KML Files"By using structured markup to describe a business or organization mentioned on your page, you notonly improve the Web by making it easier to recognize references to specific places but also helpGoogle surface your site in local search results." (Source: Rich Snippets for Local Search, Google)"KML is a file format used to display geographic data in an Earth browser, such as Google Earth,Google Maps, and Google Maps for mobile. You can create KML files to pinpoint locations, add imageoverlays, and expose rich data in new ways." (Source: Google Developers KML Documentation) mwilton13
  16. 16. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocalThe Future of Local:Google+ Local● Bridges the Social/Local Gap● Creates new signals ○ +1s ○ Engagement ○ Reviewer Authority● Unifies Business Data mwilton13
  17. 17. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocalThe Future of Local:Siri & Apple Maps● First major competitor against Google for mobile map space.● 4.758% of all local searches take place on Siri (Source: David Mihm/GetListed.org)● Apple Maps has partnered with Localeze, Axciom, and Yelp for business listings and reviews mwilton13
  18. 18. AAFRPS Fall Meeting Washington, DC | September 5-8, 2012 | #AAFPRSLocalThe Future of Local: Yelp = Siri Rankings = mwilton13
  19. 19. Resources: bit.ly/OEc43WMike Wiltonwww.plasticsurgerystudios.com@psurgerystudios@mwilton13#AAFPRSLocal

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