What does locationTitle Text Herebased search look like?Edward Cowell - SEO Director Subheadinghttp://goo.gl/XqQQP        ...
“                    1 in 3 search queries have local intent                        and 97% of consumers use the web      ...
“                      Google has placed location and location-                         based search front-and-center in i...
April    • More local sites from organizations. [project codename "ImpOrgMap2"] This change makes         it more likely y...
 Use keyphrase research to work out what types of location based        queries and locations are most important to you. ...
 The way location is presented in the search results page is        constantly changing - ‘opening times’ - February     ...
 An example based on ‘opening times’ - Now                                                 7Copyright NetBooster 2011
 Information moving from the website to the results page                                                               8C...
 Google Knowledge Graph                                9Copyright NetBooster 2011
10Copyright NetBooster 2011
 Whether mobile or desktop,        organic results are actually        quite location specific.    IE: Sitelinks dynamic...
12Copyright NetBooster 2011
 Knowledge Graph for mobile and tablet will make results more        varied                                              ...
 Lets not overlook Google Places                                       14Copyright NetBooster 2011
 Places creates opportunities for the little guys                                                        15Copyright NetB...
16Copyright NetBooster 2011
 Location is also important for the big guys                                        Marissa Mayer - Google’s first female...
 Expect local to get more social: Google+ + Google Places    http://blumenthals.com/blog/2012/03/16/google-updates-    bl...
 Local search doesn’t just happen on search engines. Here I        search within my maps app.                            ...
 Final note: Because 61% of people looking places up on maps     intend to visit them it’s important we get local optimis...
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What does location look like in search engine results

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A quick view at some of the ways location affects what we see in search engine results. Presented at http://www.sascon.co.uk/ 2012

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What does location look like in search engine results

  1. 1. What does locationTitle Text Herebased search look like?Edward Cowell - SEO Director Subheadinghttp://goo.gl/XqQQP 1 Copyright NetBooster 2011
  2. 2. “ 1 in 3 search queries have local intent and 97% of consumers use the web to shop locally. “ 2Copyright NetBooster 2011
  3. 3. “ Google has placed location and location- based search front-and-center in its search engine. Location biasing is the only personalisation “ filter you cannot disable. 3Copyright NetBooster 2011
  4. 4. April • More local sites from organizations. [project codename "ImpOrgMap2"] This change makes it more likely you’ll find an organization website from your country (e.g. mexico.cnn.com for Mexico rather than cnn.com). • Improvements to local navigational searches. [launch codename "onebar-l"] For searches that include location terms, e.g. [dunston mint seattle] or [Vaso Azzurro Restaurant 94043], we are more likely to rank the local navigational homepages in the top position, even in cases where the navigational page does not mention the location. March • Better handling of queries with both navigational and local intent. [launch codename "ShieldsUp"] Some queries have both local intent and are very navigational (directed towards a particular website). This change improves the balance of results we show, and helps ensure you’ll find highly relevant navigational results or local results towards the top of the page as appropriate for your query. • Local result UI refresh on tablet. We’ve updated the user interface of local results on tablets to make them more compact and easier to scan. 4Copyright NetBooster 2011
  5. 5.  Use keyphrase research to work out what types of location based queries and locations are most important to you. Keyphrases Local Monthly UK Searches [argos opening times] 22200 [argos stores] 5400 [argos london] 1900 [argos store finder] 1000 [argos old street] 1000 [argos milton keynes] 880 [argos brixton] 590 [argos plymouth] 590 [argos birmingham] 590 [argos wimbledon] 390 5Copyright NetBooster 2011
  6. 6.  The way location is presented in the search results page is constantly changing - ‘opening times’ - February 6Copyright NetBooster 2011
  7. 7.  An example based on ‘opening times’ - Now 7Copyright NetBooster 2011
  8. 8.  Information moving from the website to the results page 8Copyright NetBooster 2011
  9. 9.  Google Knowledge Graph 9Copyright NetBooster 2011
  10. 10. 10Copyright NetBooster 2011
  11. 11.  Whether mobile or desktop, organic results are actually quite location specific.  IE: Sitelinks dynamically change based on location 11Copyright NetBooster 2011
  12. 12. 12Copyright NetBooster 2011
  13. 13.  Knowledge Graph for mobile and tablet will make results more varied 13Copyright NetBooster 2011
  14. 14.  Lets not overlook Google Places 14Copyright NetBooster 2011
  15. 15.  Places creates opportunities for the little guys 15Copyright NetBooster 2011
  16. 16. 16Copyright NetBooster 2011
  17. 17.  Location is also important for the big guys Marissa Mayer - Google’s first female engineer when she was hired in 1999. Currently vice president of Local and Maps for Google, Mayer previously oversaw the user interface and user experience for Google.com. Walmart have proposed adding her to their board. | Copyright Guava Limited 17 Copyright NetBooster 2011
  18. 18.  Expect local to get more social: Google+ + Google Places http://blumenthals.com/blog/2012/03/16/google-updates- blended-display-on-desktop-and-mobile/ 18Copyright NetBooster 2011
  19. 19.  Local search doesn’t just happen on search engines. Here I search within my maps app. 19Copyright NetBooster 2011
  20. 20.  Final note: Because 61% of people looking places up on maps intend to visit them it’s important we get local optimisation correct.Black Dog Ballroom 1 Black Dog Ballroom 2Wrong – very bemused bar maid Right – Good SASCon show party 20Copyright NetBooster 2011

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