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Mary Bowling Searchfest Local Search Presentation
 

Mary Bowling Searchfest Local Search Presentation

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Mary Bowling's tips and tricks for local search engine optimization

Mary Bowling's tips and tricks for local search engine optimization

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    Mary Bowling Searchfest Local Search Presentation Mary Bowling Searchfest Local Search Presentation Presentation Transcript

    • Optimizing for Local Search Success by Mary Bowling seOverflow.com
    • seOverflow.com
      • Cost-effective help you can count on for:
      • Web Designers/Developers In-House Marketers
      • SEOs and SEMs Businesses Marketing Agencies
      MaryBowling.com SEOverflow.com
    • We’ll Talk About…
      • Challenges for Local Businesses
      • On-Page Optimization
      • Optimizing Your Business Listings
      • The Impact of Reviews on Local Search
      MaryBowling.com SEOverflow.com
    • Local Business Challenges: Optimizing for Local Search is different
      • You need to:
      • Rank well in Universal Search
      • Rank well in the Local 10 Pack
      • Rank well in Local Search Engines
      • Be in the Internet Yellow Pages
      • Be on Local/Social web sites
      • Be in vertical directories for your industry and location
      MaryBowling.com SEOverflow.com
    • Local Business Challenges: To be present wherever potential customers are looking for you MaryBowling.com SEOverflow.com Universal Search Secondary Local Search Engines Local 10 pack - Google Local 3 Pack – Yahoo! Major Local Search Engines Local/Social Sites Internet Yellow Pages Local Directories Industry Directories Niche Search Engines
    • On Page Optimization for both Universal Search and Local Search
      • Build relevance and trust in your location+keywords
      • Do all the usual things when optimizing - title, description, h tags, content, good internal linking, etc – but with a geographic slant
      • Use hcard format for location info on pages
      MaryBowling.com SEOverflow.com
    • On Page Optimization 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 right 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.
      MaryBowling.com SEOverflow.com
    • What’s Wrong with This Page? MaryBowling.com SEOverflow.com
    • 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.
      MaryBowling.com SEOverflow.com
    • Standardization Builds Trust standardize your information across the web
      • Use the same name, address and phone numbers everywhere online and offline
      • Go to the sources of business data and standardize there (see Resources )
      • Use a local database directory
      • Check out UniversalBusinessListing.org and GetListed.org
      MaryBowling.com SEOverflow.com
    • Optimize Your Biz Listings to help them rank
      • 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
      MaryBowling.com SEOverflow.com
    • Optimize Your Biz Listings to help them rank
      • Choose – or create – the right categories
      • Give your listing attributes
      MaryBowling.com SEOverflow.com
    • Optimize Your Biz Listings to attract customers
      • Enhance your listings to attract attention, answer questions and build trust
      • Use photos, videos, reviews, coupons, experience, certifications, memberships, education, awards, languages spoken, etc, etc, etc
      • Learn from your competitors and from those in your niche in other locations
      MaryBowling.com SEOverflow.com
    • Create Citations what are they?
      • Citations, aka web references, are web pages that cite or mention your business or web site.
      • They do not have to contain a link!
      MaryBowling.com SEOverflow.com
    • Create Citations why you need more citations
      • They’re important in building Google’s trust in the information they have about you
      • They can drive targeted traffic to your business
      • Citations are easier to get than links
      MaryBowling.com SEOverflow.com
    • The Impact of Reviews Reviews + Local Search = perfect match.
      • Reviews are exactly what people want!
      • “ 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
      MaryBowling.com SEOverflow.com
    • The Impact of Reviews Ratings and reviews influence rankings
      • Ratings enter into the algorithm on some sites, like Yahoo!Local
      • 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
      MaryBowling.com SEOverflow.com
    • The Impact of Reviews Ratings can influence personalized rankings MaryBowling.com SEOverflow.com
    • The Impact of Reviews Ratings and reviews influence CTR
      • Who wants to do business with bad businesses?
      • Users can sort their results by ratings, so they may never see you
      • Highly rated items can rise to the top on some sites and poorly rated ones are rarely seen.
      MaryBowling.com SEOverflow.com
    • TIP: Ask for Reviews but only from happy customers
      • Have a plan in place
      • Use surveys and follow-up emails
      • Bribe people to submit reviews
      • Send reviews to a variety of web sites
      MaryBowling.com SEOverflow.com
    • 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.
      MaryBowling.com SEOverflow.com
    • Resources
      • SES Training in Local Search-Denver
      • http:// www.searchenginestrategies.com/training/denver /#local
      • Local Search Engine Marketing Manual http://www.blizzardinternet.com/whitepapers/local-search-engine-optimization-white-paper/
      • Optimized! http://www.marybowling.com
      • Local Search Column at ClickZ http://www.clickz.com/3630485
      • Email: [email_address]
      • Phone: (970) 309 7840
      MaryBowling.com SEOverflow.com
    • Resources MaryBowling.com SEOverflow.com Updated White Paper: SEO for Wordpress Blogs A Non-Techie’s Guide available at Optimized! http://www.marybowling.com