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Act global, think local 
Presented by: 
Gerald Murphy, Account Manager 
18th November 2014
Contents 
• 7thingsmedia introduction 
• What is local search? 
• Local search ranking factors 
• Conducting local keyword...
Social media 
SEO 
PPC 
Mobile 
Lead generation 
International 
Affiliates 
LONDON | NEW YORK | SINGAPORE 
Display
It has taken 16 years for 
smartphone penetration to 
reach 1 billion...but Strategy 
Analysts believe [sic] that it 
will...
Today: Local search
Mobile insights 
• Mobile search queries compared to desktop are: 
– Shorter 
– Few queries per session 
– Becoming more d...
Desktop SEO ranking factors 
Domain Age 
Keyword Appears 
in Top Level 
Domain 
Keyword As First 
Word in Domain 
Domain 
...
Local engines 
All The 
Web 
HotBot Google Altavista 
• Local search engines do not offer significant advantage over globa...
Local SEO ranking factors
Citations 
Distance between 
query and 
business 
Number of clicks 
(popularity) 
Clickrate (clicks / 
impressions) 
Custo...
Desktop SEO ranking factors 
Domain Age 
Keyword Appears 
in Top Level 
Domain 
Keyword As First 
Word in Domain 
Domain 
...
Distance between query and business 
• We often click on POI up to 3,000 metres away 
• Engines prefer to rank websites th...
Clickrate (clicks / impressions) 
• Make your meta description flourish 
• 65 character length titles 
• Human friendly UR...
Number of customer reviews 
• Reviews will help: 
– Gain credibility 
– Brand awareness 
– Increase engagement 
– Influenc...
Competitor reviews 
@7thingsmedia 
@IABUK
Strategically gaining reviews 
• Yelp and Google Review stickers 
• Use multiple review websites 
- Look natural 
• Utilis...
NAP 
• Name, address and phone number 
– Website footer 
– NAP on review websites 
– Google Places 
@7thingsmedia 
@IABUK
Store Directories 
• Static webpage per store 
• NAP 
• Individually registered and pulled Google Places 
@7thingsmedia 
@...
3 great, practical quick(er) wins
1. Geo data 
• Get dirty with data !
1. Geo data
2. Local keyword research
3. Local links
The bigger picture
Current SEO trends 
• Trends and references throughout today’s 
presentation reflect search trends not just 
from 2014, bu...
Future… 
• It is all about mobile 
• Mobile’s are largely consumer devices 
• We do not link out on mobile devices 
– Incr...
SEO thought leadership 
• Alongside agency-wide thought leadership such as 
The Sales Implications of Weather & 
The Futur...
Summary
Local SEO summary 
• Reviews, reviews and reviews 
• Individual store webpages 
• Beautifully written meta data (URLs, des...
References 
• Mobithinking (2014) Global mobile statistics 2014 Part A: Mobile subscribers; 
handset market share; mobile ...
Questions
fin. 
connect: 
gerald.murphy@7thingsmedia.com 
www.7thingsmedia.com 
@7thingsmedia 
Confidential Information 
This docume...
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Think global, act local

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Local SEO tactics to attract the connected consumer

First presented at IAB: The Connected Consumer by Gerald Murphy, Account Manager at 7thingsmedia

Published in: Marketing
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Think global, act local

  1. 1. Act global, think local Presented by: Gerald Murphy, Account Manager 18th November 2014
  2. 2. Contents • 7thingsmedia introduction • What is local search? • Local search ranking factors • Conducting local keyword research • How to encourage positive reviews? • How to gain local links? • Summary • Q&A @7thingsmedia @IABUK
  3. 3. Social media SEO PPC Mobile Lead generation International Affiliates LONDON | NEW YORK | SINGAPORE Display
  4. 4. It has taken 16 years for smartphone penetration to reach 1 billion...but Strategy Analysts believe [sic] that it will only take three years to achieve the next billion (MobiForge) http://mobiforge.com/research-analysis/global-mobile-statistics-2014-part-a-mobile-subscribers-handset-market-share-mobile-operators#smartphonepenetration
  5. 5. Today: Local search
  6. 6. Mobile insights • Mobile search queries compared to desktop are: – Shorter – Few queries per session – Becoming more diverse – Adult content is popular • Mobile information needs are directly related to social interactions – Conversations prompt information seeking behaviour • Device type impacts mobile search – High end smartphones have similar behaviour to desktop searches @7thingsmedia @IABUK
  7. 7. Desktop SEO ranking factors Domain Age Keyword Appears in Top Level Domain Keyword As First Word in Domain Domain registration length Keyword in Subdomain Name Domain History Exact Match Domain Public vs. Private WhoIs Penalized WhoIs Owner Country TLD extension Keyword in Title Tag Title Tag Starts with Keyword Keyword in Description Tag Keyword Appears in H1 Tag Keyword is Most Frequently Used Phrase in Document Content Length Keyword Density Latent Semantic Indexing Keywords in Content (LSI) LSI Keywords in Title and Description Tags Page Loading Speed via HTML Duplicate Content Rel=Canonical Page Loading Speed via Chrome Image Optimization Recency of Content Updates Magnitude of Content Updates Historical Updates Page Updates Keyword Prominence Keyword in H2, H3 Tags Keyword Word Order Outbound Link Quality Outbound Link Theme Grammar and Spelling Syndicated Content Helpful Supplementary Content Number of Outbound Links Multimedia Number of Internal Links Pointing to Page Quality of Internal Links Pointing to Page Broken Links Reading Level Affiliate Links HTML errors W3C validation Page Host’s Domain Authority Page’s PageRank URL Length URL Path Human Editors Page Category WordPress Tags Keyword in URL URL String References and Sources Bullets and Numbered Lists Priority of Page in Sitemap Too Many Outbound Links Quantity of Other Keywords Page Ranks For Page Age User Friendly Layout Parked Domains Useful Content Valuable content Insightful content Contact Us Page Domain Trust/TrustRank Site Architecture Site Updates Number of Pages Presence of Sitemap Site Uptime Server Location SSL Certificate Terms of Service and Privacy Pages Duplicate Meta Information On- Site Breadcrumb Navigation Mobile Optimized YouTube Site Usability Google Analytics use Google Webmaster Tools use User reviews/Site reputation Linking Domain Age # of Linking Root Domains # of Links from Separate C-Class IPs # of Linking Pages Alt Tag (for Image Links) Links from .edu or .gov Domains PR of Linking Page Authority of Linking Domain Links From Competitors Social Shares of Referring Page Links from Bad Neighborhoods Guest Posts Links to Homepage Domain that Page Sits On NofollowLinks Diversity of Link Types “Sponsored Links” Or Other Words Around Link Contextual Links Excessive 301 Redirects to Page Backlink Anchor Text Internal Link Anchor Text Link Title Attribution Country TLD of Referring Domain Link Location In Content Link Location on Page Linking Domain Relevancy Page Level Relevancy Text Around Link Sentiment Keyword in Title Positive Link Velocity Negative Link Velocity Links from “Hub” Pages Link from Authority Sites Linked to as Wikipedia Source Co-Occurrences Backlink Age Backlink Age Natural Link Profile Reciprocal Links User Generated Content Links Links from 301 Schema.org Microformats DMOZ Listed TrustRank of Linking Site Number of Outbound Links on Page Forum Profile Links Word Count of Linking Content Quality of Linking Content Sitewide Links Organic Click Through Rate for a Keyword Organic CTR for All Keywords Bounce Rate Direct Traffic Repeat Traffic Blocked Sites Chrome Bookmarks Google Toolbar Data Number of Comments Dwell Time Query Deserves Freshness Query Deserves Diversity User Browsing History User Search History Geo Targeting Safe Search Google+ Circles Local Searches Transactional Searches Google News Box Image Results Site Level Social Signals Brand Name Anchor Text Co-Citations
  8. 8. Local engines All The Web HotBot Google Altavista • Local search engines do not offer significant advantage over global search engines • Google had the highest recall score (42%) compared to local search engines • Search engine indexes are completely different Keyword in Subdomai n Name Search Now NZExplorer Vivisimo Excite Surfwax SearchNZ Metasearch engines @7thingsmedia @IABUK
  9. 9. Local SEO ranking factors
  10. 10. Citations Distance between query and business Number of clicks (popularity) Clickrate (clicks / impressions) Customer ranking score Number of customer reviews Time and date URL Meta data (description, title or heading) NAP Structured data Store directory Google Places @7thingsmedia @IABUK
  11. 11. Desktop SEO ranking factors Domain Age Keyword Appears in Top Level Domain Keyword As First Word in Domain Domain registration length Keyword in Subdomain Name Domain History Exact Match Domain Public vs. Private WhoIs Penalized WhoIs Owner Country TLD extension Keyword in Title Tag Title Tag Starts with Keyword Keyword in Description Tag Keyword Appears in H1 Tag Keyword is Most Frequently Used Phrase in Document Content Length Keyword Density Latent Semantic Indexing Keywords in Content (LSI) LSI Keywords in Title and Description Tags Page Loading Speed via HTML Duplicate Content Rel=Canonical Page Loading Speed via Chrome Image Optimization Recency of Content Updates Magnitude of Content Updates Historical Updates Page Updates Keyword Prominence Keyword in H2, H3 Tags Keyword Word Order Outbound Link Quality Outbound Link Theme Grammar and Spelling Syndicated Content Helpful Supplementary Content Number of Outbound Links Multimedia Number of Internal Links Pointing to Page Quality of Internal Links Pointing to Page Broken Links Reading Level Affiliate Links HTML errors W3C validation Page Host’s Domain Authority Page’s PageRank URL Length URL Path Human Editors Page Category WordPress Tags Keyword in URL URL String References and Sources Bullets and Numbered Lists Priority of Page in Sitemap Too Many Outbound Links Quantity of Other Keywords Page Ranks For Page Age User Friendly Layout Parked Domains Useful Content Valuable content Insightful content Contact Us Page Domain Trust/TrustRank Site Architecture Site Updates Number of Pages Presence of Sitemap Site Uptime Server Location SSL Certificate Terms of Service and Privacy Pages Duplicate Meta Information On- Site Breadcrumb Navigation Mobile Optimized YouTube Site Usability Google Analytics use Google Webmaster Tools use User reviews/Site reputation Linking Domain Age # of Linking Root Domains # of Links from Separate C-Class IPs # of Linking Pages Alt Tag (for Image Links) Links from .edu or .gov Domains PR of Linking Page Authority of Linking Domain Links From Competitors Social Shares of Referring Page Links from Bad Neighborhoods Guest Posts Links to Homepage Domain that Page Sits On NofollowLinks Diversity of Link Types “Sponsored Links” Or Other Words Around Link Contextual Links Excessive 301 Redirects to Page Backlink Anchor Text Internal Link Anchor Text Link Title Attribution Country TLD of Referring Domain Link Location In Content Link Location on Page Linking Domain Relevancy Page Level Relevancy Text Around Link Sentiment Keyword in Title Positive Link Velocity Negative Link Velocity Links from “Hub” Pages Link from Authority Sites Linked to as Wikipedia Source Co-Occurrences Backlink Age Backlink Age Natural Link Profile Reciprocal Links User Generated Content Links Links from 301 Schema.org Microformats DMOZ Listed TrustRank of Linking Site Number of Outbound Links on Page Forum Profile Links Word Count of Linking Content Quality of Linking Content Sitewide Links Organic Click Through Rate for a Keyword Organic CTR for All Keywords Bounce Rate Direct Traffic Repeat Traffic Blocked Sites Chrome Bookmarks Google Toolbar Data Number of Comments Dwell Time Query Deserves Freshness Query Deserves Diversity User Browsing History User Search History Geo Targeting Safe Search Google+ Circles Local Searches Transactional Searches Google News Box Image Results Site Level Social Signals Brand Name Anchor Text Co-Citations
  12. 12. Distance between query and business • We often click on POI up to 3,000 metres away • Engines prefer to rank websites that are within 2,000 metres – NAP • 78% of local mobile searches result in offline purchases @7thingsmedia @IABUK
  13. 13. Clickrate (clicks / impressions) • Make your meta description flourish • 65 character length titles • Human friendly URLs – Search engines equally love: • Short • Keyword rich • Memorable @7thingsmedia @IABUK
  14. 14. Number of customer reviews • Reviews will help: – Gain credibility – Brand awareness – Increase engagement – Influence perception • 88% of consumers trust online reviews as much as personal recommendations @7thingsmedia @IABUK
  15. 15. Competitor reviews @7thingsmedia @IABUK
  16. 16. Strategically gaining reviews • Yelp and Google Review stickers • Use multiple review websites - Look natural • Utilise social media • Analyse your customer database (returning customers) - So long as this is allowed under the terms and conditions of data subjects @7thingsmedia @IABUK
  17. 17. NAP • Name, address and phone number – Website footer – NAP on review websites – Google Places @7thingsmedia @IABUK
  18. 18. Store Directories • Static webpage per store • NAP • Individually registered and pulled Google Places @7thingsmedia @IABUK
  19. 19. 3 great, practical quick(er) wins
  20. 20. 1. Geo data • Get dirty with data !
  21. 21. 1. Geo data
  22. 22. 2. Local keyword research
  23. 23. 3. Local links
  24. 24. The bigger picture
  25. 25. Current SEO trends • Trends and references throughout today’s presentation reflect search trends not just from 2014, but actually the last few weeks… • In 2014 alone, we’ve seen eight confirmed ranking factors • The most recent announcement was a few months ago with the positive ranking factors to secure websites • This is then alongside the major Panda, Penguin, Hummingbird and Pigeon (currently US only) • 7thingsmedia’s SEO team keeps up-to-date with all the latest algorithm changes, ensuring all our clients benefit from our forward-thinking and thoughtful leadership
  26. 26. Future… • It is all about mobile • Mobile’s are largely consumer devices • We do not link out on mobile devices – Increased mobile use is going to kill links • EU might target locational data after Google's right to be forgotten dies down @7thingsmedia @IABUK
  27. 27. SEO thought leadership • Alongside agency-wide thought leadership such as The Sales Implications of Weather & The Future of Digital Media we are delighted to present: • Behavioural Analysis of Search Marketing – Across Paid & Natural against • Age • Gender • Race • Location • Keyword queries over time • Evolution of the searcher & advertiser • Summer 2015 release
  28. 28. Summary
  29. 29. Local SEO summary • Reviews, reviews and reviews • Individual store webpages • Beautifully written meta data (URLs, descriptions, titles) • NAP @7thingsmedia @IABUK 87% of people search for local information on their mobile (Mint Twist)
  30. 30. References • Mobithinking (2014) Global mobile statistics 2014 Part A: Mobile subscribers; handset market share; mobile operators [Online] http://mobiforge.com/research-analysis/... • Search Engine Land / Myles Anderson (2014) 88% Of Consumers Trust Online Reviews As Much As Personal Recommendations [Online] searchengineland.com • Smith, A.G. (2003) ‘Think local, search global? Comparing search engines for searching geographically specific information’. Online Information Review. 27(2) pp. 102 -- 109 @7thingsmedia @IABUK
  31. 31. Questions
  32. 32. fin. connect: gerald.murphy@7thingsmedia.com www.7thingsmedia.com @7thingsmedia Confidential Information This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2014 7thingsmedia LTD.

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