This Ain't Your Momma's Local Search

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Presentation on advanced Local Search topics given to the SEMPO Colorado Group.

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  • Great explanation of current trends in top rankings...for local search, the Google Maps get you to the top of the page. Well worth the work required to get there! Mike's done his homework here...read it and reap.
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  • It pushes organic listings down below the fold. It does not normally include directory type sites. It can help you to dominate the page.
  • The algorithms are different for Universal, Maps and the 7 pack.
  • The algorithms are different for Universal, Maps and the 7 pack.
  • The algorithms are different for Universal, Maps and the 7 pack.
  • The algorithms are different for Universal, Maps and the 7 pack.
  • Reviews are exactly what people looking for a local business want, so reviews influence Google Maps results.
  • Actually look at all of these pages to: Verify information is correct Find opportunities (Upgrade a free listing, find a place people can review you, etc.)
  • This Ain't Your Momma's Local Search

    1. 1. This Ain’t Your Momma’s Local Search The Basics and Beyond for Local Search Engine Optimization presented by Mike Belasco @belasco
    2. 2. The Challenge of Local Search
    3. 3. <ul><li>Universal Search is all about page relevance to a search query: </li></ul><ul><ul><li>What we say a page is about (page titles, etc.) </li></ul></ul><ul><ul><li>What the Search Engines see that the page is about (content, internal linking) </li></ul></ul><ul><ul><li>What others on the web say the page is about (links, link text) </li></ul></ul>What’s Different?
    4. 4. <ul><li>Local Search is all about local business information relevance to a search query: </li></ul><ul><ul><li>Location makes you more or less relevant </li></ul></ul><ul><ul><li>Factual information – what and where </li></ul></ul><ul><ul><li>Customer opinions </li></ul></ul><ul><ul><li>Trust in information and opinions </li></ul></ul>What’s Different?
    5. 5. The New Google SERP
    6. 6. SERP Slightly Bigger Screen
    7. 7. <ul><li>Shows for more searches that ever before, including implicit searches. </li></ul><ul><li>Enjoys preferential positioning at the top of the Universal Results. </li></ul><ul><li>Pushes top Universal results down, some below the fold. </li></ul><ul><li>Results include phone numbers. Searchers may never go to website or Maps listing, so conversions are hard to track. </li></ul>Impact of the 7 Pack (Lucky 7)
    8. 8. Own the SERPs!
    9. 9. The Algorithms
    10. 10. <ul><li>There are 3 distinct Google algorithms: </li></ul><ul><ul><li>Universal Search </li></ul></ul><ul><ul><li>Google Maps </li></ul></ul><ul><ul><li>The Google 7 Pack </li></ul></ul>The Algorithms are Different
    11. 11. The Algorithms are Different Google Universal vs Maps
    12. 12. Google 7 Pack vs Universal The Algorithms are Different
    13. 13. The Algorithms are Different Google 7 Pack vs Maps
    14. 14. <ul><li>The 7 Pack algorithm is mostly based on the Maps algorithm, but also has a layer of the Universal algorithm on top of it. </li></ul>The Algorithms are Different
    15. 15. <ul><li>The Maps and 7 Pack algorithms give true local businesses a distinct advantage over directory type sites, like IYP’s and Yelp, which they do not enjoy in Universal search. </li></ul>The Algorithms are Different
    16. 16. <ul><li>The Maps and 7 Pack algorithms are not that great for </li></ul><ul><ul><li>Home based businesses </li></ul></ul><ul><ul><li>Business that aren’t in the city they want to rank for, including service businesses that travel to the customer. </li></ul></ul>The Algorithms are Different
    17. 17. Off Listing Optimization Trifecta This Is The Part That Ain’t Your Momma’s Local SEO
    18. 18. Citations
    19. 19. <ul><li>Citations are cites or mentions of your business on web pages. </li></ul><ul><ul><ul><ul><li>They do not have to contain a link. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>They do not have to contain location information. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Citations from trusted local sources have more impact than others. </li></ul></ul></ul></ul>Citations
    20. 20. <ul><li>Get citations from the right sources </li></ul><ul><ul><li>There’s increased agreement on the importance of citations. </li></ul></ul><ul><ul><li>The right sources probably vary by industry. </li></ul></ul><ul><ul><li>There are some standard, trusted sources that are probably good for everyone, like Superpages, BBB and Yelp. </li></ul></ul><ul><ul><li>Citations from hyper local sources may be gaining in influence. </li></ul></ul>Citations
    21. 21. <ul><li>Uncover new sources for citations by: </li></ul><ul><ul><li>Looking at the citations your competitors have and seeing if you can get them in the same places. </li></ul></ul><ul><ul><li>Looking at the citations businesses like yours in other areas have. </li></ul></ul><ul><ul><li>Look at the citations of businesses related to yours. </li></ul></ul><ul><ul><li>HINT: USE LOCALSEARCHTOOLKIT.COM </li></ul></ul>Citations
    22. 22. Reviews
    23. 23. <ul><li>Google thinks reviews are exactly what people looking for a local business want to see. </li></ul>Get Reviews
    24. 24. <ul><li>Google pulls reviews from all across the web </li></ul><ul><li>Niches have different trusted review srcs. </li></ul>The More Reviews, the Better!
    25. 25. <ul><li>Uncover new sources for reviews by: </li></ul><ul><ul><li>Looking at the reviews your competitors have and seeing if you can get them in the same places. </li></ul></ul><ul><ul><li>Looking at the reviews businesses like yours in other areas have. </li></ul></ul><ul><ul><li>Look at the reviews of businesses related to yours. </li></ul></ul><ul><ul><li>HINT: USE LOCALSEARCHTOOLKIT.COM </li></ul></ul>Reviews
    26. 26. Eliminate Data Confusion
    27. 27. <ul><li>Data Confusion in regards to local search simply means there are inconsistencies with the core business data (name, address, phone number NAP) online. </li></ul><ul><li>Data Confusion is the primary reason most of the clients who call us do not rank well in Local Search results </li></ul><ul><li>Data Confusion is the most overlooked local search ranking factor </li></ul>Data Confusion
    28. 28. <ul><li>Careless submissions and data entry </li></ul><ul><li>Moving business location </li></ul><ul><li>Changing phone numbers </li></ul><ul><li>Promoting non-existent locations </li></ul><ul><li>Read more here: </li></ul><ul><li>http://www.seoverflow.com/local-seo/typical-causes-of-data-confusion-in-local-search/ </li></ul>What Causes Data Confusion?
    29. 29. <ul><li>7-pack results for ‘San Francisco Bakeries’ </li></ul>Analysis Of A 7 Pack
    30. 30. <ul><li>How?: </li></ul><ul><li>Search for your biz name </li></ul><ul><li>Search for your biz address </li></ul><ul><li>Search for your biz phone number </li></ul><ul><li>Look at your citations in Maps </li></ul><ul><li>Don’t forget to search for things which are not obvious such as an extra phone number or old address </li></ul>Check for Data Confusion
    31. 31. <ul><li>Make sure to standardize information everywhere: </li></ul><ul><ul><li>Use the same name, address and phone numbers everywhere online and offline </li></ul></ul><ul><ul><li>Go to the sources of business data and standardize information there. </li></ul></ul><ul><ul><li>Check for location trust and correct discrepancies wherever you find them. </li></ul></ul>Standardization Builds Trust
    32. 32. <ul><li>http://twitter.com/belasco </li></ul><ul><li>http://twitter.com/seoverflow </li></ul><ul><li>http://www.seoverflow.com/blog </li></ul><ul><li>http://www.localsearchtoolkit.com </li></ul><ul><li>[email_address] </li></ul><ul><li>303-905-1504x1 </li></ul>Thanks!

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