Local Search Supremacy: Business Listing Optimization


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Learn everything you need to know about optimizing your business listing and increasing your “findability” on Google, Yahoo and Bing.

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Local Search Supremacy: Business Listing Optimization

  1. 1. Local Search Optimizing Your Business Listing and Increasing Your “Findability” By Dave Cosper Vice President of EZlocal, Inc.
  2. 2. What is Local Search?
  3. 3. Local Search is online consumers looking to find qualified local businesses, by entering “top of mind” search term(s) + a geographic modifier. Example: [tire repair san diego]
  4. 4. What is Local SEO?
  5. 5. Local SEO is search engine optimization that makes your business listing more relevant to local search queries. Note: Involves both content and reputation management across multiple sites.
  6. 6. Typical Local Search… Let’s look for a cleaning service in Boston, MA “cleaners” = keyword (product, service, category) “boston ma” = geographic modifier (the location)
  7. 7. … and here’s what a page-one Google search result looks like for “cleaners” in “boston, ma”:
  8. 8. Let’s do the same thing on Yahoo!
  9. 9. … and here’s what a page-one Yahoo search result looks like for “cleaners” in “boston, ma”:
  10. 10. Why should you care about Local Search?
  11. 11. Because almost all search has local intent. Consumers are turning to Local Search by the millions to find local businesses – it’s the fastest growing industry on the Web!
  12. 12. Over 2.6 billion local searches conducted each month. Local Search accounts for over 30% of all search traffic.
  13. 13. 97% of all Internet users in the U.S. gather shopping information online. 51% explicitly characterize their behavior as shop online, buy offline.
  14. 14. But only 11% of business listings have been claimed. It’s winner takes all – and the early bird gets the worm.
  15. 15. You know you need it, so let’s go over how Local SEO works.
  16. 16. Businesses today have just two representations in Local Search. Website Business listing(s) (www.yourname.com) (Internet maps, yellow pages)
  17. 17. Websites show up in universal results.
  18. 18. The average small business spends $550 per month on pay-per-click search engine advertising for their website.
  19. 19. Business listings appear in the Maps.
  20. 20. A website link is part of your business listing – essentially the two work together to help your business listing rank.
  21. 21. Business listing optimization is 100% organic. Getting top placement requires a Local SEO strategy, implementation and management.
  22. 22. Business listing optimization or Local SEO starts with the N.A.P. (Name, Address, Phone number). Search engines rely on “trusted sources” for their basic and enhanced business data: • Their own local business centers (LBC’s) ─ Google, Yahoo and Bing have their own LBC’s • Business information aggregators ─ Trusted national data providers like Amacai (“Localeze”), InfoUSA, Acxiom, and iBegin
  23. 23. The anatomy of a business listing. Basic vs. Enhanced.
  24. 24. Search engines also get data via feeds from “relevant” IYP (Internet Yellow Page) sites. They aggregate this data and add it to their own database – these are called “citations”.
  25. 25. Local SEO involves many factors in determining where your business listing ranks.
  26. 26. Local SEO also involves a series a important steps. Every step is important. Your ranking will ultimately depend on the sum total of every weighted factor.
  27. 27. Primary Local Search ranking factors: Location Information Corroboration Consumer Input
  28. 28. Location Distance from “Centroid” (the geographic center of the area searched) - the closer your business is, the higher you rank. [Note: This factor has been reduced in weight recently]
  29. 29. Information Listings containing more robust information and links rank higher in search results (e.g., a website link, keyword-rich content, tags, media, etc). Target keyword phrases prospective customers may use to find you.
  30. 30. Corroboration How many other local search engines or directories have your enhanced listing published? Each time the information contained in your listing can be tied to a matching NAP (Name, Address, Phone number) on other “relevant“ sites, your listing is awarded a “citation” -- the more citations you have, the higher you rank. This corroboration between relevant sites builds “trust”, and the trust factor is critical to ranking.
  31. 31. The future of local search = relevance. Think citations more than links. As a “trusted source of data”, sites like EZlocal can guarantee your business citations from the major search engines.
  32. 32. Take advantage of both manual submissions and data providers who both actively and passively feed information to major search engines and IYP sites. Utilizing both will increase your online exposure and “certificate of trust”.
  33. 33. Corroboration flow illustrated…
  34. 34. Consumer Input How many consumer reviews/ratings or other sources of user input does your business have on "relevant" sites? To maximize citations and achieve the highest possible ranking you need to get as much positive feedback as possible. This involves encouraging your happy customers to go online and give you positive reviews on multiple relevant sites.
  35. 35. The Take-Aways • Local Search is mainstream • Corroboration and depth of content are critical to supporting a business’ image, increasing visibility and "findability" and generating qualified, “ready-to-buy” local customers • Online local consumers are fragmented across multiple search engines and internet yellow page sites -- robust, broad content distribution is key to maximize reach • EZlocal.com has created an easy and affordable single- source of online local search engine distribution, optimization and content management