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Soar With Local Search Engine Optimization


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A presentation on Local Search Engine Optimization for small businesses given at the Make-It-Fly Fall 2009 conference.

A presentation on Local Search Engine Optimization for small businesses given at the Make-It-Fly Fall 2009 conference.

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  • Now local search results are shown without
  • Rank well in Universal SearchRank well in the Local 10 PackRank well in Local Search EnginesBe in the Internet Yellow PagesBe on Local/Social web sitesBe in vertical directories for your industry and location
  • Transcript

    • 1. Soar With Local Search Engine Optimization
      Make-It-Fly: Entrepreneurs Embracing Change Fall 2009 Conference
      presented by seOverflow
    • 2. 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 other solution providers to offer customized, innovative SEO services to their clients.
      We are a Google Adwords Qualified Company, Yahoo Search Marketing Ambassadors, and SEMPO members.
    • 3. What is Local Search/Local SEO
      Why Local SEO is important
      Challenges for Local Businesses
      Later… Tactics For Local Search Optimization
      On-Page Optimization
      Off-Page Optimization
      Local SEO For $100 or less!
      We’ll Talk About…
    • 4. Local Search Is…
      Local Search is any search made with the goal of finding something in a specific geographic area.
      This is known as searching withlocal intent.
    • 5. How Is Local Intent Determined?
      The searcher uses geographic modifiers.
      The searcher has personalization settings on.
      The Search Engine interprets local intent from the search phrase.
    • 6. 73% of activity online is in one way or another “related to local content”
      For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research
      97% of Internet users in the U.S. gather shopping information online, and of those consumers 51% explicitly characterize their behavior as “Shop Online, Purchase Offline”
      70% of online searchers will use local search to find offline businesses.
      Why Local SEO Is Important
    • 7. Why Local Search Is Important
    • 8. Why Local Search Is Important
    • 9. 1.The Google Local Business Center (LBC)
      2.Third-Party Data Providers
      3.Web Crawling
      Where does Google’s Local data come from?
    • 10. Where Are Your Customers?
      Nearby cities?
    • 11. Where Are Your Customers?
      The broader your geographical reach, the more time and money you need to be successful.
      Generally, the narrower your reach, the easier it will be to compete online.
      Why? There is usually less competition and it is usually less savvy about internet marketing.
    • 12. Local Business Challenges
      Local Directories
      Niche Search Engines
      Secondary Local Search Engines
      Local/Social Sites
      Internet Yellow Pages
      Local 10 pack - Google
      Local 3 Pack – Yahoo!
      Local Search Engines
      Universal Search
    • 13. Local Directories
    • 14. Niche Search Engines
    • 15. Internet Yellow Pages
    • 16. Local/Social Sites
    • 17. On Page Optimization for Local
      Making Your Website Work in Local Search
      presented by seOverflow
    • 18. On Page Optimization
      Build relevance and trust in your location+keywords.
      Do all the “usual” things when optimizing site - title, description, h tags, content, good internal linking, etc – but with a geographic slant.
    • 19. Place your full street address and local phone number on all pages of your website.
      Optimize your Contact or About page for your business name and location.
      Use the hcardmicroformat to make your location unmistakable to the Search Engines.
      Where Are You?
    • 20. 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.
      TIP: Give Your Biz a Tagline
    • 21. Create a separate page for each location
      Use local info on each of these pages
      Link internally to location pages, using the location names in 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.
      TIP: For Multiple Locations:
    • 22. Off Site Optimization For Local
      What Else Helps Your Business Rank?
      presented by seOverflow
    • 23. Create free profiles on:
      Google Maps
      Yahoo Local
      Bing Local
      If you never do anything else, do this!
      Create Local Business Listings
    • 24. A Google Maps Listing
    • 25. Google Maps Dashboard
    • 26. Use the same name, address and phone number everywhere online and offline.
      Go to the sources of business data and standardize there.
      Use a local database directory - check out and
      Standardization Builds Trust
    • 27. 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
      Anything else important in your niche
      Optimize Your Biz Listings
    • 28. Choose – or create – the right categories
      Give your listing attributes
      Optimize Your Biz Listings
    • 29. Citations, aka web references, are web pages that cite or mention your business or web site.
      They do not have to contain a link!
      Create Citations
    • 30. Citations are important in building Google’s trust in the information it has about you.
      Citations can drive targeted traffic to your business.
      Citations are easier to get than links – many are free.
      Keep Creating Citations!
    • 31. “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
      The Impact of Reviews
    • 32. Ratings and reviews enter into the algorithm on some sites-like Yahoo!Local
      The more reviews, the better.
      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.
      Reviews Influence Rankings
      Have a plan in place.
      Use surveys and follow-up emails.
      “Bribe” people to submit reviews.
      Send reviewers to a variety of web sites.
      If a customer has a Gmail address ask them to leave review on Google. Same for Yahoo.
      TIP: Ask for Reviews
    • 34. 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.
      Tip: Get Local Links
    • 35. Optimize site with geographic slant
      Include business name and contact information in HTML (hCardmicroformat) on own website
      Claim Listing at Google Maps w/Business URL
      Claim Listing at Yahoo Local w/Business URL
      Claim Listing at BOTW Local
      Claim Listing at Live Search
      Submit to Universal Business Listing - $30
      Submit to Localeze
      Submit to infoUSA
      Claim additional portal listings
      Link to additional portal listings from own website
      Local Search For $30 or Less
    • 36.
      David Mihm – “Local Search on a Dime” SES San Jose 2009
    • 37. Quick Plug: seOverview
      40+ Page custom SEO audit
      Identify SEO Opportunities
      Avoid SEO Pitfalls
      Learn How to Make Your Site More Powerful
      Analyze Your Competition
      COUPON CODE (use at checkout)
      $200 off until 9/15 (MIF200)
      $100 off until 9/30 (MIF100)