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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

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