Soar With Local Search Engine Optimization
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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

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  • 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
    Reviews
    Citations
    Links
    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?
    Neighborhood?
    City?
    Nearby cities?
    Region?
    State?
  • 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
    Industry
    Directories
    Niche Search Engines
    Secondary Local Search Engines
    Local/Social Sites
    Internet Yellow Pages
    Local 10 pack - Google
    Local 3 Pack – Yahoo!
    Major
    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 www.google.com/local/add
    Yahoo Local http://listings.local.yahoo.com/
    Bing Local https://ssl.bing.com/listings/ListingCenter.aspx
    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 UniversalBusinessListing.org and GetListed.org
    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. (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
    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
  • 33. ONLY FROM HAPPY CUSTOMERS!
    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
    ALMOST ALL OF THIS IS FREE AND AVAILABLE TODAY!!!
    Local Search For $30 or Less
  • 36. http://www.slideshare.net/heinivanbergen/smx-london-2008-local-search-blended-results-presentation
    David Mihm – “Local Search on a Dime” SES San Jose 2009
    Sources
  • 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
    http://www.seOverflow.com/seoverviewLocal
    COUPON CODE (use at checkout)
    $200 off until 9/15 (MIF200)
    $100 off until 9/30 (MIF100)