Goodbye Yellow Pages.  Hello Local Search<br />What Businesses Need to Know About Using Local Search to Drum Up Sales<br />
About Me. Jiyan Wei<br />Director, Product Management @ Vocus.<br />Speaker@ SES, SMX, PubCon, Newcomm Forum, etc. <br />P...
The Case for Search<br />Pew Internet and American Life Project (2009)<br />
Online has become local<br />Local search currently stands at 12% of core searches in the top 5 portals. <br />Local searc...
The Case for Search<br />
Agenda<br />Anatomy of search.<br />Search engine optimization (SEO).<br />Internal SEO.<br />External SEO.<br />
Anatomy of Search<br />
Anatomy of Search<br />
Anatomy of Search<br />
Anatomy of Search<br />
Paid Search<br />
Organic Results<br />
POLL 1<br />
Search Engine Optimization<br />	A set of methodologies that make it easier for search engines to find, index, categorize,...
Search Engine Optimization<br />
Search Engine Optimization<br />
Internal SEO<br />
Internal SEO<br />
Internal SEO > Title Tag<br />
Internal SEO > Phone Number<br />
Internal SEO > Visible Content<br />
Internal SEO > Secondary Pages<br />
Internal SEO > Secondary Pages<br />
Internal SEO > Secondary Pages<br />
Search Engine Optimization<br />
Search Engine Optimization<br />
POLL 2<br />
Internal SEO<br />
External > Google Places<br />
External > Google Places<br />
External > Registries<br />Must haves: <br />Google Places - http://www.google.com/local/add/analyticsSplashPage<br />Yaho...
POLL 3<br />
Link Building with PRWeb<br />
Link Building with PRWeb<br />
Tips for Localizing your Release<br />Localize the headline in the title <br />Use local identifiers in the body of the re...
Link Building with Local Influencers<br />L2 Lounge<br /><ul><li>  High-end lounge in Washington, DC.
  Membership-based.
  Business goal of driving both   memberships and transactional   customers. </li></li></ul><li>Tactics<br />L2 Lounge – O...
  Reached out with personalized,   direct outreach.
  Made exclusive invitations. </li></li></ul><li>Link Building with Local Influncers<br />L2 Lounge – Outcomes<br /><ul><l...
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Local SEO

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Presentation delivered to the NFIB on local search engine optimization (SEO) tactics for independent businesses.

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  • Because at the end of the day, PR is about connection.And when it comes to connection, nothing beats search online. Search seeps into everything – You might think, well news is my domain
  • And that is what we are here to discuss today. .
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis
  • Local SEO

    1. 1. Goodbye Yellow Pages.  Hello Local Search<br />What Businesses Need to Know About Using Local Search to Drum Up Sales<br />
    2. 2. About Me. Jiyan Wei<br />Director, Product Management @ Vocus.<br />Speaker@ SES, SMX, PubCon, Newcomm Forum, etc. <br />Published in SES Magazine, PRSA Tactics, Visibility Magazine, DMNews, etc. <br />Blogs @ newinfluencer.com and bloggingprweb.com.<br />MSc in Media/Comm. @ the LSE. <br />
    3. 3. The Case for Search<br />Pew Internet and American Life Project (2009)<br />
    4. 4. Online has become local<br />Local search currently stands at 12% of core searches in the top 5 portals. <br />Local search grew 58% in 2008, reaching an annual total of 15.7 billion searches. <br />- comScore, Inc.<br />
    5. 5. The Case for Search<br />
    6. 6. Agenda<br />Anatomy of search.<br />Search engine optimization (SEO).<br />Internal SEO.<br />External SEO.<br />
    7. 7. Anatomy of Search<br />
    8. 8. Anatomy of Search<br />
    9. 9. Anatomy of Search<br />
    10. 10. Anatomy of Search<br />
    11. 11. Paid Search<br />
    12. 12. Organic Results<br />
    13. 13. POLL 1<br />
    14. 14. Search Engine Optimization<br /> A set of methodologies that make it easier for search engines to find, index, categorize, and rank Web content. <br />Lee Odden / TopRank Online Marketing<br />
    15. 15. Search Engine Optimization<br />
    16. 16. Search Engine Optimization<br />
    17. 17. Internal SEO<br />
    18. 18. Internal SEO<br />
    19. 19. Internal SEO > Title Tag<br />
    20. 20. Internal SEO > Phone Number<br />
    21. 21. Internal SEO > Visible Content<br />
    22. 22. Internal SEO > Secondary Pages<br />
    23. 23. Internal SEO > Secondary Pages<br />
    24. 24. Internal SEO > Secondary Pages<br />
    25. 25. Search Engine Optimization<br />
    26. 26. Search Engine Optimization<br />
    27. 27. POLL 2<br />
    28. 28. Internal SEO<br />
    29. 29. External > Google Places<br />
    30. 30. External > Google Places<br />
    31. 31. External > Registries<br />Must haves: <br />Google Places - http://www.google.com/local/add/analyticsSplashPage<br />Yahoo! Local - http://listings.local.yahoo.com/<br />Bing Local - https://ssl.bing.com/listings/ListingCenter.aspx<br />DMOZ – http://www.dmoz.org<br />Nice-to-haves: <br />Yelp .com (Restaurants, bars, general) <br />Local.com (General )<br />YellowPages.com (General) <br />CitySquares.com (General) <br />Sharperoo.com (Construction) <br />
    32. 32. POLL 3<br />
    33. 33. Link Building with PRWeb<br />
    34. 34. Link Building with PRWeb<br />
    35. 35. Tips for Localizing your Release<br />Localize the headline in the title <br />Use local identifiers in the body of the release<br />Use local identifiers in the links <br />
    36. 36. Link Building with Local Influencers<br />L2 Lounge<br /><ul><li> High-end lounge in Washington, DC.
    37. 37. Membership-based.
    38. 38. Business goal of driving both memberships and transactional customers. </li></li></ul><li>Tactics<br />L2 Lounge – Outreach Tactics <br /><ul><li> Identified top local influencer (i.e bloggers, journalists, etc.)
    39. 39. Reached out with personalized, direct outreach.
    40. 40. Made exclusive invitations. </li></li></ul><li>Link Building with Local Influncers<br />L2 Lounge – Outcomes<br /><ul><li> Top, localized link to L2 Web site.
    41. 41. Article is #2 result in Google for “L2 Lounge”
    42. 42. Article ranks #3 in Google for “Best Lounge in DC”
    43. 43. 1000 article visitors monthly. </li></li></ul><li>For More Information<br />Thank You!More information: http://service.prweb.com/Product blog: www.bloggingprweb.comProfessional blog: www.newinfluencer.comTwitter: @prweb<br />
    44. 44. For more information about the Small Business Webinar Series visit: http://www.NFIB.com/webinars <br />We want your feedback. If you enjoyed today’s webinar or have suggestions for the future, please fill out the short survey that you will receive via email after this webinar.<br />Did you know… NFIB is on Facebook?<br />Stop By and Leave a Comment.<br />http://www.nfib.com/facebook<br />

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