Local search engine marketing - top tips to get you to the top of Google

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Local search engine marketing - top tips to get you to the top of Google

  1. 1. Crafted Media<br />Briefing: local search engine marketing.<br />6 steps to get you to the top of Google’s local listings.<br />
  2. 2. Hello<br />Crafted Media<br /><ul><li>30 Ipswich-based staff specialising in
  3. 3. E-commerce
  4. 4. Design
  5. 5. Development
  6. 6. Search engine marketing
  7. 7. Social media
  8. 8. Copywriting
  9. 9. Mobile sites & apps</li></li></ul><li>Location, location, relevance<br />The whole world is local to somewhere<br /><ul><li>Google states that 20% of all searches have a local intent, that’s 2.8 billion searches per month globally.
  10. 10. Of mobile traffic, upwards of 50% of searches have local intent
  11. 11. 23% of time spent accessing internet is on a mobile device
  12. 12. More than 4 million business listings on Google have</li></ul> been claimed by business owners<br />
  13. 13. What is local?<br />
  14. 14. What is local?<br />Where we refer to ‘local’, these are listings not generated by Google’s algorithm but those associated with a map.<br />
  15. 15. ‘Place’ pages are integrated listings with mixed natural and Local listings. These come from searches with a local intent ‘Accountants Colchester’<br />
  16. 16. Google’s assumptive location results: <br />better user experience when searching generic term<br />
  17. 17. What is local?<br />Location-aware mobiles lead to local listings.<br />
  18. 18. 1) A sense of placement<br />List every business location, the more you list the better coverage you can have – think creatively!<br />Fill out everything:<br /><ul><li>business hours,
  19. 19. detailed description
  20. 20. 10 photos (even if it’s your logo and the front of your building)
  21. 21. Links to 5 YouTube videos
  22. 22. you can also be listed in up to 5 categories including custom ones.</li></li></ul><li>
  23. 23. A sense of placement<br />Competitors<br /><ul><li>Check out your competitors’ listings
  24. 24. If they haven’t filled out a section it doesn’t mean it’s unimportant, it’s an opportunity to steal a march on them.</li></ul>Logistics<br /><ul><li>If you have too many locations to enter manually, then Google offers a whitelisting service. </li></ul>Quick tip: claim your listing with a Google account email on the same domain as your website e.g. local@examplecompany.com<br />
  25. 25. 2) Citations: the new links<br />Google likes links, its algorithm is weighted toward them <br />as they infer relevance<br />Local is relevant.<br />Get your business listed on Hotfrog, Yell.com, BizWiki, Qype, Freeindex, Thomson Local, Yelp, Bview, UpMyStreet, Trusted Places, Scoot, Tipped, Infoserve, City Visitor, TouchLocal, UFindus and Smile Local.<br />Match up the business details:<br />Address<br />Website<br />Phone number<br />Quick Tip: There are services that’ll add these on-mass for you, but manual submission is always better.<br />
  26. 26. It’s who you know<br />
  27. 27. 3) It’s who you know<br />You’ve done local via national listings sites, now go truly local:<br />Your town:<br />Chamber of commerce, business networking sites, professional bodies, business listings specific to your town / area<br />Your ‘friends’:<br />What organisations does your business partner with or support locally? Local school, local charities.<br />Your industry:<br />Suppliers’ websites as a <br />‘Distributor’<br />Quick Tip: Scan your invoices for companies with websites who might link to you, often gems can be unearthed in the unlikeliest of places.<br />
  28. 28. 4) Customers count<br />Quick Tip: Don’t fear negative reviews. Promote this to your best customers, negatives will quickly be drowned out.<br />
  29. 29. Customers count<br />So, you have proximity to a searched-for location & you have citations.<br />Seek out customer reviews for your Places page or to complement citations on Qype or Yelp.<br />Respond to positive e-mails thanking them and asking them to post their review or comments on the above sites.<br />Send e-mails a couple of weeks post-transaction asking for feedback.<br />
  30. 30. Don’t copy<br />
  31. 31. 5) Learn and do it better!<br />Look at your competitors.<br />One of them may be ticking a lot of the digital boxes and doing it well.<br />Learn from it: where are they listed / mentioned. Is there sentiment attached?<br />Crucially, wherever they are, it’s likely to be relevant to your business.<br />Learn from this, do it better than them.<br />Intelligent search marketing is<br />‘informed search marketing’<br />Quick Tip: In Google search using: ‘competitor.com -site: competitor.com’ This will return pages mentioning their website from around the web.<br />
  32. 32.
  33. 33. 6) 5-a-day<br />Do Something Local Today<br />As with traditional search engine marketing, and social, get your basics done, then make local part of your everyday business profile.<br /><ul><li>Contact suppliers to feature your details - explore common ground for wider search benefit
  34. 34. Search out citations
  35. 35. Follow-up good feedback
  36. 36. Encourage reviews via your newsletter
  37. 37. Mention local reviews to </li></ul>long-standing customers<br />The results are cumulative.<br />Quick Tip: Expect regular change in your rankings, they are dynamic and you won’t always be #1 even when you’re up there. <br />
  38. 38. Contact<br /><ul><li>tom.griffiths@craftedmedia.com
  39. 39. 07760 209403
  40. 40. www.craftedmedia.com</li></li></ul><li>Images<br />http://www.yourrightmove.co.uk/blog/phil-and-kirsty-from-relocation-relocation/<br />http://home-and-garden.webshots.com/photo/1519821469047863831vabrwe<br />http://www.cruzine.com/2010/10/28/china-photography/<br />http://gierschickwork.blogspot.com/2010_02_01_archive.html<br />http://www.metro.co.uk/tv/reviews/847258-miranda-is-funny-in-a-deeply-daft-kind-of-way<br />

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