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Local Search Sizzle
 

Local Search Sizzle

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Find out what's hot in local search engine optimization

Find out what's hot in local search engine optimization

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Local Search Sizzle Local Search Sizzle Presentation Transcript

  • Local Search Sizzle
    What’s Hot in Local Search?
    presented by Mike Belasco and Mary Bowling
  • 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 otherSEO companies to offer high end SEO services to their clients.
    Mike and Mary both have specialized expertise in Local Search and participated in David Mihm’s Local Search Ranking Factors Survey in 2008 and 2009.
  • Today’s Topics
    Why recent changes in the Google 10 pack are so important and how to optimize for it.
    What you need to know about David Mihm's 2009 Local Search Ranking Factors Survey
    How to pimp out Google Analytics to track Local Search
  • The Google 10 Pack
  • Anatomy of a SERP
    Pay Per Click
    Pay Per Click
    Local Ten Pack
    Organic
  • The Anatomy of the 10 Pack
    The linked name goes to the associated website.
    The More link goes to the Local Business listing.
    Notice the Reviews link
    Notice the phone number.
  • The Google 10 Pack
    Ranking in the 10 pack is now critical for more niches.
    Within the last 2 months Google began showing the 10 pack for searches that do not include a geographic identifier.
    More are being rolled out.
  • The Google 10 Pack
    This enables exposure for broad search terms, like dui lawyer, without a location term, like Denver, included.
    It’s good news for you if you are in the 10 pack and bad news if you are not.
  • The Google 10 Pack
    It’s showing up for more searches
    It’s often pushing the organic listings below the fold.
    The 10 pack is what searchers AND clients see.
    Clients want to be in it.
    How can you deliver?
  • The Google 10 Pack
    The 10 pack has it’s own algorithm
    I believe it is based mostly on the Local Search results.
    But ranking well in the Universal Results has an influence, too.
  • Website SEO for the 10 Pack
    Optimize for your keywords+location.
    Put correct physical address on all pages of the site.
    Check your website for location confusion, and correct it.
    For multiple locations, create a page optimized for each location.
    Use internal contextual linking to convey link reputation for your location+keywords .
  • Website SEO for the 10 Pack
    Contact Us page:
    Optimize for your name, location and phone number.
    Place links here pointing to your Google Maps and Yahoo Local profile pages, using good link text.
    Consider using the hcard format.
    Avoid any location confusion on this page
  • Local Search Optimization
    The Basis for Local Search:
    It’s all about real world businesses with physical locations.
    It’s all about factual business information, although
    Opportunities do exist for marketing messages: descriptions, photos, videos, coupons, attributes.
  • Set Reasonable Expectations
    It’s unreasonable to think you should rank in Local Search for places where you are not located.
    If you want to rank for places where you are not located, but where you do business, it’s best to concentrate on optimizing your website for those terms.
    Local Search Optimization
  • For specific tactics for optimizing for Local Search, please see the slides from the presentation Mary made at SearchFest last winter:
    Local Search Optimization Tips
    Local Search Optimization
  • Local Search Factor Rankings Survey
  • Local Search Ranking Factors
    Consensus on Important Factors
    Claim and Verify Listings
    Get Reviews
    Get Citations
  • Local Search Ranking Factors
    Claim and Verify Listings
    This is a huge trust factor!
    Google is bribing people to do it.
    Bonus: You get control of the information shown about you
  • Local Search Ranking Factors
    Get Reviews
    It’s helpful in most niches and locations to have online reviews for your business.
    More reviews probably help with better rankings.
    You need to develop a way to get reviews on an ongoing basis.
  • Local Search Ranking Factors
    Get citations from the right sources
    There’s increased agreement on the importance of citations.
    The right sources probably vary by industry.
    There are some standard, trusted sources that are probably good for everyone, like the Internet Yellow Pages and Yelp.
    Citations from hyper local sources may be gaining in influence.
  • Google Analytics For Local Search
  • If your site is dependant on local search it is important to configure your analytics package to quickly access and analyze important data
    7 part blog series starts on our blog today
    You get a sneak peak at 3 GA for Local Search Tips here today
    7 Ways To Pimp GA For Local Search
  • Identify traffic from “10 pack” type local universal search results as being different from “regular” organic traffic
    GA For Local Search Tip 1
  • 1. Use a 'local vanity' URL as your URL in your Google Local Business Center listing
    2. Create a 'tracking' URL
    3. Set up a redirect to 301 redirect your vanity URL to a real 'tracking' URL
    4. Update your GA Snippet to allow # instead of ? to denote URL parameters (or use the canonical element)
    5. Configure Advanced Segmentation in GA to view results
    GA For Local Search Tip 1
  • GA For Local Search Tip 1
  • redirect 301 /vanityurl http://www.yourdomain.com/#utm_source=google&utm_medium=localpack&utm_campaign=google-universal-local
    GA For Local Search Tip 1
  • <script type=”text/javascript”>varpageTracker = _gat._getTracker(”UA-XXXXXXXX-X”);pageTracker._initData();pageTracker._setAllowAnchor(true); pageTracker._trackPageview();</script>
    OR
    <link rel="canonical" href="http://www.yourdomain.com"/>
    GA For Local Search Tip 1
  • GA For Local Search Tip 1
  • GA For Local Search Tip 1
  • Create an advanced segment to quickly identify and analyze traffic coming from your target “location”
    GA For Local Search Tip 2
  • GA For Local Search Tip 2
  • GA For Local Search Tip 2
  • Create a custom report to quickly identify which cities/states your conversions are coming from
    GA For Local Search Tip 3
  • GA For Local Search Tip 3
  • An audit of your local listings in Google Maps and other important local platforms for lack of standardization of business data, location confusion, multiple listings and other issues that may be causing poor rankings.
    Inside information on what your competitors are doing to rank well.
    Tips on getting reviews on local websites and how to handle negative reviews.
    Specific recommendations for improvement.
    Retail $750 per location, discounts for multiple locations and wholesale prices available
    seOverview: Local Edition
  • Local Search Ranking Factors Survey
    seOverflow Blog
    Optimized!
    Google Lat Long Blog
    LocalSearchNews.net
    Mike on Twitter http://twitter.com/belasco
    Mary on Twitter http://twitter.com/MaryBowling
    Resources