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Mary Bowling Searchfest Local Search Presentation
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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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  • 1. Optimizing for Local Search Success by Mary Bowling
  • 2.
    • Cost-effective help you can count on for:
    • Web Designers/Developers In-House Marketers
    • SEOs and SEMs Businesses Marketing Agencies
  • 3. We’ll Talk About…
    • Challenges for Local Businesses
    • On-Page Optimization
    • Optimizing Your Business Listings
    • The Impact of Reviews on Local Search
  • 4. 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
  • 5. Local Business Challenges: To be present wherever potential customers are looking for you 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
  • 6. 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
  • 7. 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.
  • 8. What’s Wrong with This Page?
  • 9. 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.
  • 10. 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 and
  • 11. 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
  • 12. Optimize Your Biz Listings to help them rank
    • Choose – or create – the right categories
    • Give your listing attributes
  • 13. 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
  • 14. 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!
  • 15. 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
  • 16. 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. ( 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 See more at
  • 17. 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
  • 18. The Impact of Reviews Ratings can influence personalized rankings
  • 19. 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.
  • 20. 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
  • 21. 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.
  • 22. Resources
    • SES Training in Local Search-Denver
    • http:// /#local
    • Local Search Engine Marketing Manual
    • Optimized!
    • Local Search Column at ClickZ
    • Email: [email_address]
    • Phone: (970) 309 7840
  • 23. Resources Updated White Paper: SEO for Wordpress Blogs A Non-Techie’s Guide available at Optimized!