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adtech Sydney 2011 - Google Places Training
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  • * Driving force behind Google Earth and Google Mapshttp://mpegmedia.abc.net.au/rn/podcast/extra/2010/fte_20100916_jones.mp3

Transcript

  • 1. Impact of Local Search and Google Places to SEO
    March 2011
  • 2. Agenda
    • What is Google Places?
    • 3. Where can you find Google Maps?
    • 4. Empowering Local Search
    • 5. Getting your business listed...
    • 6. How to optimise your Google Places listings
    • 7. Key Takeaways
    2
  • 8. 3
    What is ?
  • 9. Google Places…Where your Business is located!
    4
    “Google Maps is a way of organizing the world's information geographically“
    Lars Rasmussen
  • 10. “The Place Browser”.. Michael Jones
    5
    Google Places defined by
    Michael Jones - "Google Chief Technology Advocate Charge with Advancing the Technology to Organise the World's Information and Make it Universally Accessible and Useful“
    “…It’s not just a map of Darling Harbour, it’s the gateway to all the world’s information about the Darling Harbour.. including photos people have taken, videos, restaurant menus and everything..in that sense it’s a browser for a place..the names of places is just the starting point!...”
    Source: ABC Radio – Maps Part Two (16/09/2010)
  • 11. Getting to Know Google Places
    6
  • 12. Evolution of Google Places
    7
    Hotpot!! (NEW)
    June 2005
    June
    2009
    April 2010
    April 2009
    April 2010
    Oct 2009
    April
    2005
    Sept 2004
    April 2010
    Jan
    2008
    Feb 2005
    Source: http://www.a1smallbizonline.com/local-search-marketing/short-history-of-google-places/
  • 13. 8
    Where can you find Google Maps?
  • 14. Google Places can be found via…
    9
  • 15. Dominate the SERPs with Google Places
    10
    17% of Google SERPs shows Google Maps.
    Source: Comscore
  • 16. 11
    Source: Marketing Pilgrim
  • 17. Google Maps on Mobile
    12
    100 Million Monthly Users
    3x more searches on maps a day
  • 18. Google Street View
    13
  • 19. 14
    Empowering Local Search
  • 20. Benefits of Local Search
    15
    90% of consumers purchase near where they live.
    86% of all local searches are online instead of traditional mediums (Yellow Pages)
    90% of local searches result in offline activity
  • 21. Local Search & Google Places for Businesses
    16
    Source: Netapps Consulting
    Strong search presence comprised of Paid Search,Google Maps & SEO
  • 22. 17
    Getting Your Business Listed
  • 23. Google Places - Markers
    March 11
    PAID
    LOCAL
    BUSINESSRESULTS
    ORGANIC
    18
  • 24. Google Tags – Branded Icons
    19
    84% more actions on Google Places
    10% more clicks from tags
    Source: Google Tags
  • 25. Signup for a Google Places Account
    Sign Up using a business email or Gmail account
    20
  • 26. Creating A Single Business Listing
    21
  • 27. 22
    22
  • 28. 23
    Creating A Single Business Listing
  • 29. Creating Multiple Business Listings
    24
  • 30. Create Bulk Upload file
    Additional Attributes to Consider:
    • Mobile_Phone
    • 31. Fax_Phone
    • 32. Home_Page – provide the URL of the website
    • 33. Email – provide an email address as a call-to-action
    • 34. Hours - dayOfWeek:hh:mm:AMorPM:hh:mm:AMorPM
    • 35. Payment_Type
    • 36. Categories – choose up to 5 categories from Google Categories
    Source: Optional Business Location Bulk Upload Attributes
    25
  • 37. Example Bulk Upload file
    26
  • 38. What Happens after Submission?
    27
  • 39. How to verify a listing?
    • Google Place’s bulk listings verification form should be used:
    28
  • 40. 29
    How to optimise your Google Places listings
  • 41. Optimising Your Places Listings
    30
  • 42. Google Places Insights
    31
  • 43. 32
    Key Takeaways
  • 44. Key Takeways
    Create Google Placesaccount.
    Extract locations & optional attributes information for bulk upload.
    Upload locations & optional attributes information in prescribed format.
    Verify bulk listings via web form.
    Optimise listingsto specific retailer locations with images, videos and specific calls-to-action.
    Maintain the Google Places account with the addition of new outlets and ensuring all information is up-to-date.
    33
  • 45. Google Places done right!
    34
  • 46. 35
  • 47. 36
    For more information, contact:
    PooraniPrithiviraj
    Outrider Australia
    poorani.prithiviraj@outrider.com
    02 8968 4000
    http://www.outrider.com.au