Ses primer lab 2010 olander


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Ses primer lab 2010 olander

  1. 1. Two Types of <br />Local Searches<br />N.A.P<br />words<br />45%<br />55%<br />Three months of Google LBC data<br />
  2. 2. 8/18/2010<br />2<br />What’s different about Local – Lot’s <br />Green is the PPC database<br />Orange is the Business Listing, Maps index<br />Red is the Bot crawled web index<br />
  3. 3. For Discovery Local Searches<br />Category isn’t Enough<br />Pet Friendly Hotel in Chicago<br />Hotel Chicago <br />Humidity Controlled Storage in Phoenix<br />Storage Phoenix <br />Department Store St Louis <br />Men’s Skechers Shoe’s in St. Louis, MO<br />
  4. 4. 8/18/2010<br />4<br />8/18/2010<br />Proportion of Google result pages that show a map in search results: 1 in 13 – Other engines have followed suit or led the way? <br />Estimate: a map was shown roughly 868 millions times during the month of December 09 on Google<br /><br />4<br />**Stat from Google blog 1-8-2010<br />
  5. 5. Business Identity = Name, Address, Phone (NAP) and a little bit of category<br />8/18/2010<br />5<br />40 percent of the queries entered into search boxes at search engines consist of proper nouns, such as the names of specific people or places or things?<br />Search applications<br />Typically use the Name of a business in the following ways<br /><ul><li>Exact Match
  6. 6. Keyword content for relevancy
  7. 7. Alpha sort
  8. 8. Content aggregation
  9. 9. De-duplication</li></ul>**Stat by Bill Slawski 2-17-09 SEO by the Sea<br />
  10. 10. Business Identity = Name, Address, Phone (NAP) and a little bit of category<br />8/18/2010<br />6<br />Phone number is a key matching component tracking numbers can create confusion and drop trust levels<br />Search applications<br />Typically use the Phone of a business in the following ways<br /><ul><li>Exact match recovery search
  11. 11. Data quality filter
  12. 12. Spam detection
  13. 13. De-duplication
  14. 14. Content aggregation</li></li></ul><li>Business Identity (NAP) Plus a keyword discovery footprint.<br />8/18/2010<br />7<br />Search applications<br />Want to understand how to use a NAP. Keywords give them context allowing them to<br /><ul><li>Extend the business listings
  15. 15. Offer exact answers
  16. 16. Rely less on proximity
  17. 17. Rely less on name matches
  18. 18. Make recommendations</li></li></ul><li>Business Identity = Name, Address, Phone (NAP) and a little bit of category<br />8/18/2010<br />8<br />NAP is your anchor and critical to recovery searches<br />NAP<br />NAP is the anchor for search applications<br />& critical to their ability to use you to answer questions.<br />Consistency is Key<br />
  19. 19. Mobile relies heavily on NAP <br />8/18/2010<br />9<br />DexKnows<br />Geodelic<br />Siri<br />
  20. 20. Tips and Take aways<br />Be consistent with your NAP<br />Claim and Manage your businesses identity – update, check in frequently, remove old listings, add new content. <br />Understand that there are different tools to rank for different types of searches – PPC, Business Listings, Crawled Index<br />Create content about your business with an anchor<br />Think of recovery searches as well as discovery searches<br />Give search engines as much information as possible to link your business with the content that describes your business<br />Choose standard language for categories.<br />Google, Bing, Yahoo – hit the long tail directory sites and the data aggregrators – IE Localeze.<br />8/18/2010<br />10<br />
  21. 21. Associate Keywords with your business Listing<br />