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Local SEO For Global Marketing

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Practical guide on local search and SEO for Google Places. Slides from the SEO Conference 2011 in Sofia, Bulgaria.

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Local SEO For Global Marketing

  1. 1. LocalSEO For Global Marketing<br />
  2. 2. HOP ONLINE<br /><ul><li>Company
  3. 3. Full service digital agency: SEO, PPC, SMM
  4. 4. Founded 2009 in Sofia, Bulgaria
  5. 5. Clients form USA, UK, Israel & Bulgaria
  6. 6. Achievements
  7. 7. Google AdWords Certified Partner Company
  8. 8. SEOmoz Recommended Company
  9. 9. Clients</li></li></ul><li>Local Search<br /><ul><li>What? Where?
  10. 10. Seeking information online with the intention of making a transaction offline
  11. 11. Results served from multiple sources:
  12. 12. search engines;
  13. 13. mobile search(Android, iPhone, BlackBerry);
  14. 14. local directories(Yelp, Insider Pages, Super Pages);
  15. 15. location aware platforms;</li></li></ul><li>
  16. 16. Local Search (cont’d)<br /><ul><li>Google serves local results based on IP address
  17. 17. “Google maps is a way of organizing the world's information geographically”(Lars Rasmussen,Google Maps co-founder)
  18. 18. Local SEOvs Organic SEO
  19. 19. “We were not local enough in multiple countries, especially in countries where there are multiple languages or in countries whose language is the same as the majority country.” (AmitSinghal, Google Engineer)
  20. 20. Top priority forGoogle -Yelp/Groupon buyout attempts
  21. 21. Maps/local data consider to be 100% accurate</li></ul>(Atlas, Encyclopedia, car GPS unit …)<br />
  22. 22. Local Search Exploding<br /><ul><li>17% ofGoogle SERPs show maps
  23. 23. 70% of all searches with local intent
  24. 24. 20% of all searches are local(2.8 billion/monthglobally), upwards50% in mobile search
  25. 25. Fastest growing area of search!
  26. 26. 82% of local searchers follow up offline with in-store visit, phone call or purchase
  27. 27. Over 50%of maps usage now coming from mobile (up from 40% only2 months ago!)
  28. 28. 35% ofALL searches are local
  29. 29. 60 millionGoogle Places globally, 6 millionowner-verified(3 million in USA only) – huge opportunities!
  30. 30. 1 million+ reviews/monthinGoogle Hotpot
  31. 31. Places everywhere - Google, Facebook & Twitter
  32. 32. Group buying– over150 sitesin USA alone
  33. 33. Local ad platforms-CityGrid, Chitika, Xad</li></ul>Sources: DM News, Kelsey Group, comscore<br />
  34. 34. Source: BrightLocal.com<br />
  35. 35. Source: BrightLocal.com<br />
  36. 36. Source: BrightLocal.com<br />
  37. 37. Source: BrightLocal.com<br />
  38. 38.
  39. 39. Google’s Local Strategy <br /><ul><li>April2010: LBC becomes Google Places with new features
  40. 40. October2010: location of Google Maps in SERPs moved to the right hand side, pushing organic bellow the fold
  41. 41. November 2010: Google Hotpot introduced in 47 languages (ratings + likes)
  42. 42. Marissa Mayermoved to Local and now its public face
  43. 43. Latitude only the social view ofMaps, to which Google will</li></ul>be adding functionality<br /><ul><li>Google focusing on new local product developments in the context of their 2 core products – Maps & Places
  44. 44. Hotpot recommendations is the first salvo of differentiation
  45. 45. Mobile is the primary focus for local development
  46. 46. Integration of ratings/reviews in SERPs leads to increase uptake</li></ul>Image credits: BlueGlass.com, Blumenthals.com<br />
  47. 47. Anatomy ofО-pack Listing<br />Website Page Title<br />Website Meta Description<br />Local Rank<br />Total Review Count<br />Top Review Sources<br />Image From Place Page<br />Place PageLink<br />Location Data From Place Page<br />
  48. 48. Clustered Top Citations<br />Top Reviews<br />Book Here!<br />Photos/videos From Owner and Sources <br />
  49. 49. SentimentAnalysis<br />Custom Details<br />Details From Other Sites<br />
  50. 50. Related Similar Places Nearby<br />Information From Website, UGC, Local Directories, Social Media, Groupon (recently)<br />Total Count Of Citations<br />
  51. 51. The 3Main Factors From Google <br /><ul><li>Location
  52. 52. Where is the business located
  53. 53. Proximity to the location in search query
  54. 54. Relevance
  55. 55. Business name
  56. 56. Categories
  57. 57. External data
  58. 58. Prominence
  59. 59. Reviews
  60. 60. Citations
  61. 61. Occurrences in UGC</li></ul>NAP = Name+ Address+ Phone!<br />
  62. 62. Source: SEOmoz.org<br />
  63. 63. Top 10 Positive Factors<br /><ul><li>Business address in the location in search query
  64. 64. Accurate and complete details(NAP)
  65. 65. Business Categories – at least 2 default categories, spam here leads to penalties (Awaiting Removal tag)
  66. 66. Locationin business name / description (decreasing)
  67. 67. 100% completed profile
  68. 68. Quality/quantity of citations
  69. 69. Reviewsand ratings(industry specific)
  70. 70. Proximity to location
  71. 71. UGC - My Maps, KML files, microformats
  72. 72. Certain traditionalSEO factors:
  73. 73. page titles/descriptions
  74. 74. local links
  75. 75. location in anchor text
  76. 76. Contact/About us pages</li></ul>How about Check-ins & Offers?<br />Credit: SmallBusinessSEM.com, DavidMihm.com<br />
  77. 77. Google Places Checklist<br /><ul><li>Claimed and100% completedGoogle Places Page
  78. 78. Only one page per location
  79. 79. Multilingual sites can claim a page for each language
  80. 80. More than 10 location- Bulk upload via a spreadsheet
  81. 81. Local phone number (avoidToll Free/Tracking numbers)
  82. 82. Company business name– exactly asoff-line
  83. 83. Company description– up to200 characters
  84. 84. Categories– up to5 (default and custom)
  85. 85. Exact address (Str. vs. St., Blvd vs. Boulevard)
  86. 86. Website/ business email w/ same domain
  87. 87. Area served!
  88. 88. Photos (up to 10 )and videos (up to 5) - thumbnail
  89. 89. Work hours/ Payment accepted
  90. 90. Real time updates from the owner (up to 30 days)
  91. 91. Respond publicly as the owner</li></li></ul><li>Google Places Checklist (cont’d)<br /><ul><li>Custom details(get creative not spammy here)
  92. 92. Place verification asap – mail and/or phone
  93. 93. Free offers with a photo/offer code
  94. 94. QR codes replaced w/NFC codes
  95. 95. Tagsdiscontinued in April2011
  96. 96. Upload photo as a Google user (after approval)
  97. 97. Photos in slideshow (max. 1MB, 1024x1024px)
  98. 98. Monthly email reports
  99. 99. Facebook/Twitter links in custom details
  100. 100. Foursquare RSS import to Google Places
  101. 101. My Maps
  102. 102. Map Maker
  103. 103. Boost
  104. 104. Google Offers
  105. 105. Google Latitude
  106. 106. Hotpot
  107. 107. Free business photo session fromGoogle (in 12 countries)</li></li></ul><li>
  108. 108. Tracking Traffic FromGoogle Places<br /><ul><li> Google Analytics URL Builder & 301 redirect
  109. 109. Call tracking (Mongoose Metrics, Century Interactive)
  110. 110. In-store pick up
  111. 111. Special promo code
  112. 112. New Analytics interface + new Place URLs?</li></ul> <br />
  113. 113.
  114. 114. Issues With Google Places<br /><ul><li>Duplicate / Merged listings
  115. 115. Lack of customer support
  116. 116. Incomplete and pre-washed stats data
  117. 117. Call tracking
  118. 118. Stats data export
  119. 119. Third party authorization
  120. 120. Map spam
  121. 121. Lost reviews form Google
  122. 122. Lost stats data fromGoogle
  123. 123. Bulk upload verification</li></li></ul><li>LocalSEO For the Website<br /><ul><li>Local terms in titles / descriptions/ internal links
  124. 124. Consistent contact details on each page(footer)
  125. 125. Dedicatedlanding page for each business location
  126. 126. Pages Contact / About us
  127. 127. Inserted map from Google Maps
  128. 128. Microformats(hCard, hReview, RDF)
  129. 129. Geo-sitemap + KML files
  130. 130. Links from local directories
  131. 131. Social media sites w/ geo-mapping features:</li></ul>Panoramio, Picasa, Flickr, Twitter, Buzz, YouTube, Foursquare, Facebook, Gowalla …<br />
  132. 132.
  133. 133.
  134. 134. Local SEO Takeaways<br /><ul><li>One algo for local & traditional SEO-SEO more important than ever
  135. 135. Local directories are still a competitor
  136. 136. AdWordsmore important and more competitive
  137. 137. Reviews and citations are crucialfor every business
  138. 138. More room for Google Place in SERPs</li></li></ul><li>CITATIONS<br />
  139. 139. REVIEWS <br />Image credit: DavidMihm.com<br />
  140. 140. OFFERS<br />
  141. 141. Local Shopping<br /><ul><li>Benefits stores w/ more then 10 locations
  142. 142. Product list to be updated weekly
  143. 143. Product prices and quantities to be updated daily
  144. 144. Requires sophisticated inventory control
  145. 145. Google Local Shopping overview: http://goo.gl/c2TRG</li></li></ul><li>Local Shopping<br />
  146. 146. Local Shopping<br />
  147. 147. Upcoming Events in Place Page (Wcities, Zevents)<br />Local Social<br />
  148. 148.
  149. 149.
  150. 150.
  151. 151.
  152. 152.
  153. 153.
  154. 154.
  155. 155.
  156. 156.
  157. 157.
  158. 158. Image credit: DavidMihm.com<br />
  159. 159. Image credit: DavidMihm.com<br />
  160. 160. Image credit: DavidMihm.com<br />
  161. 161. Image credit: DavidMihm.com<br />
  162. 162. Image credit: DavidMihm.com<br />
  163. 163. Image credit: DavidMihm.com<br />
  164. 164. Image credit: DavidMihm.com<br />
  165. 165.
  166. 166.
  167. 167. Bing Business Portal<br /><ul><li>Bing Maps feed Bing and Facebook
  168. 168. Slider indicators for the main categories
  169. 169. Admin right authorization to third parties
  170. 170. Free mobile site and aQR code for mobile devices
  171. 171. Links toFacebook& Twitter accounts
  172. 172. Window sticker w/ complete business information
  173. 173. CreatingDeals (coupons) and free promotion onBing (PC/Mobile) & Facebook
  174. 174. High resolution photos on Bing Maps (game changer?)</li></li></ul><li>Town Me + GeoAPI<br />
  175. 175.
  176. 176.
  177. 177.
  178. 178.
  179. 179.
  180. 180.
  181. 181.
  182. 182.
  183. 183.
  184. 184.
  185. 185.
  186. 186.
  187. 187.
  188. 188.
  189. 189.
  190. 190.
  191. 191.
  192. 192. Useful Resources<br /><ul><li>Google Places
  193. 193. Bing Business Portal
  194. 194. Yahoo! Local
  195. 195. Get Listed
  196. 196. Local Ranking Factors
  197. 197. Facebook Places
  198. 198. Google Places For Mobile
  199. 199. Locationary
  200. 200. Local Search Toolkit
  201. 201. Bright Local
  202. 202. White Spark
  203. 203. Mike Blumenthal
  204. 204. Matt McGee
  205. 205. Martin Beijk</li></ul> <br />
  206. 206. Google Maps For Fun<br /><ul><li>Google Sightseeing
  207. 207. Google Street View: Cars/Bikes/Trolleys …
  208. 208. Follow Your World
  209. 209. Google Maps w/ Street View
  210. 210. History Pin
  211. 211. Google Art Project</li></ul>and many more …<br /> <br />
  212. 212. Find me locally in Plovdiv<br />StanislavDimitrov<br />Stanislav.Dimitrov<br />SearchRocks<br />

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