Local seo


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A slideshow outlining local Search Engine Optimisation for small businesses. It also includes some key action points

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Local seo

  1. 1. “Coffee shops Eastbourne” THE CUSTOMER JOURNEY OFTEN STARTS WITH A SEARCH ENGINE Slideshow by Gavin Barker
  2. 2. In the UK, Google search has an 86% market 86% 8% This echoes a similar trend across much of Europe, according to the research Source digital strategy consulting 6% Slideshow by Gavin Barker
  3. 3. There are two ways people are using search With a laptop or desktop computer  Two thirds of UK traffic still comes from desktop applications Using a mobile device i.e. smartphone or tablet Using a mobile phone or tablet now takes up one third of online traffic  While many use it to access ecommerce sites, some 29% are using it to search for local businesses  The vast majority of users are aged between 12 - 54 years Source: Brightlocal Source: digital strategy consulting Source: Huffington post Slideshow by Gavin Barker
  4. 4. In either case customer reviews often determine whether or not a visitor clicks on your site People will look at reviews before they click on your website Or they may click on the map Inaccurate or incomplete contact details may mean you don’t get listed Google often prioritises Google reviews – surprise! You may need to scroll down to see Tripadvisor or Yelp reviews Slideshow by Gavin Barker
  5. 5. Customer reviews also affect your search rank The main review sites Reviews But the list is growing • • • • • • • Bing Places for Business Yahoo Places for Business Feefo Booking.com Loudervoice Reviewcentre sitejabber For the time poor, it is best to focus on the top three Check regularly for customer review – especially Google reviews which are often prioritised above other review platforms Slideshow by Gavin Barker
  6. 6. THE GROWTH OF MOBILE SEARCH More and more people are using their mobiles to find directions, somewhere to eat, or something to do, ‘Showrooming’ is also a growing phenomenon: people using their mobile in your store to compare prices online Barker Slideshow by Gavin
  7. 7. Yellow pages is being replaced by mobile search  One third of UK traffic is now coming from smartphones or tablets  According to Google's mobile movement study, 88% of consumers who search for a local business with their mobile device will either call or visit that business within 24 hours. Source: digital strategy consulting Source: Huffington post Slideshow by Gavin Barker
  8. 8. And smartphone penetration is increasing 49.5 The number of people (millions) in the UK who own a mobile phone (total UK population is 60 million) Of which around 40 million will have a smartphone by the end of 2014 19 The number of people (millions) in the UK who use their mobile phone to conduct shopping activites • Find coupons • Check product activity • Purchase goods 7 The number of people (millions) who actually purchase goods using their mobile phone Source: Comscore Mobile Shopping Trends
  9. 9. Yet 39% of all searchers are unable to find a local business – even when they know it exists • Smaller businesses often rely on word-ofmouth and return business • but they risk losing ground to national competitors if they do not adjust to mobile search Source: sitepronews 39% 92% The proportion of people unable to find a local business The proportion of people using search terms which include a Geographic location Local businesses are missing out!
  10. 10. Take action Get listed Optimise your website for local search Encourage customer reviews and respond quickly to negative ones Slideshow by Gavin Barker
  11. 11. Step 1: Get listed Priority directories on which you should list your business Google Places for business Bing Places for business Yahoo Places for Business Your website Trip advisor YouTube is included because it is now the second biggest source of search after Google Search itself – use this if you have video content Yelp YouTube Slideshow by Gavin Barker
  12. 12. Step 2: optimise your website for local search Include local and regional names in your web contetn Include local contact information on every page Check that your website is ‘responsive’ • Lewes café, Lewes Pub, Sussex solicitor • Using local terms in your web content helps rank your business in organic search • Put name, address, telephone number on every page of website • Don’t use a PO Box address – give a an address with physical location and postcode • ‘Responsive’ means that it can be viewed by smartphones and tablets, not just desktop computer • Increasingly, people search on the go Slideshow by Gavin Barker
  13. 13. Step 3: Encourage customer reviews Ask your current customers to do a review Send out a polite email But don’t harass them Include a notice on your check out counter or receipt Ask them to review their experience But don’t incentivise them Monitor review and recommendations Respond quickly to negative reviews Share positive reviews on facebook and twitter
  14. 14. You will need a Google account to do this. Once you have the account you can access a range of tools, one of which is Google Places SIGN UP AND GET LISTED ON GOOGLE PLACES Slideshow by Gavin Barker
  15. 15. Google Places is a key online directory that every local business should sign up to Your Google Places page allows you to control what information Google has and presents to searchers about your business • Even if your business shows up on Google you should still verify your listing and make sure its details are accurate and thorough. • Getting your business verified also means you can respond to customer reviews – including negative ones Responding to negative reviews is critical if you are to salvage reputation and demonstrate Slideshow by Gavin Barker customer care
  16. 16. Get listed on Google Places Click this link and add in information about your business You will then be asked to choose a business category Slideshow by Gavin Barker
  17. 17. You will then need to verify your business Google will send you a postcard with Verify Go-Go Personal Trainer a pin number This is to make sure that you are authorised to manage the business Slideshow by Gavin Barker
  18. 18. Then add in additional business information But bear in mind that none of this will show until you have verified your business Google also offers an advertising service As well as email, calendar and documents Slideshow by Gavin Barker
  19. 19. Slideshow by Gavin Barker