Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Local Search Is a Buzz


Published on

Tips and Tricks for getting your Google Places to the top

  • Be the first to comment

  • Be the first to like this

Local Search Is a Buzz

  1. 1. Get Your Local Bizbuzz On by Kathy Long, LSO Local Search Optimization Specialist, Kat & Mouse
  2. 2. Local Search is aBuzz <ul><li>Local Search is growing exponentially by 50% each year! </li></ul>1 billion local searches per month in 2009 1.5 billion local searches – 2010 2.3 billion local searches – 2011 3.45 billion local searches – 2012
  3. 3. Local Search is aBuzz Almost 1.5 billion LOCAL searches in May 2010… That’s 20% of Google’s search volume!
  4. 4. Local Search is aBuzz 80% of shoppers are looking for you online! 80% search online before purchasing in a 10-20 mile radius. From John Hanke, VP of Google Maps Over 85% of those contact the business. More than 60% of those purchase.
  5. 5. Local Search is aBuzz 64% 56% 55% 55% 49% 43% 42% 23% 22% 5% 2% Distance from you Convenient hours Easy access to info Discounts/promotions Ratings and reviews Seeing the place on the map Whether the company has website Referrals from people you know Photos Videos None of these Base: 4,706 US online adults Source: Forrester Research What are local searchers looking for? QUESTION: When searching online, what is important to you?
  6. 6. <ul><li>Is your business where everyone is looking? </li></ul><ul><li>Or… </li></ul>Local Search is aBuzz
  7. 7. <ul><li>Will they find your competition instead ? </li></ul>Local Search is aBuzz
  8. 8. <ul><li>What is a Local Search? </li></ul>Local Search is aBuzz
  9. 9. <ul><li>What is a Local Search? </li></ul><ul><li>Answer: Contains a location in the search query such as “Santa Cruz custom cabinets” </li></ul>Local Search is aBuzz
  10. 10. <ul><li>To address “local” popularity, in October, 2010 Google rolled out big change in their local search results. </li></ul>
  11. 11. October 2010, Google rolls out Local Search change NEW OLD
  12. 12. Google Places Ranking Criteria 1. Relevance
  13. 13. Google Places Ranking Criteria <ul><li>Relevance </li></ul><ul><li>Prominance </li></ul>
  14. 14. Google Places Ranking Criteria <ul><li>Relevance </li></ul><ul><li>Prominance </li></ul><ul><li>Distance </li></ul>
  15. 15. 16 miles away 5 miles 5 miles PLACES RANKING CRITERIA Distance from town center – or you, if you don’t enter a city 0 miles
  16. 16. 16 miles away 5 miles 0 miles 5 miles 0 miles 12 miles PLACES RANKING CRITERIA Distance from town center – or you, if you don’t enter a city
  17. 17. Google Places Ranking Criteria <ul><li>Prominance </li></ul><ul><li>(search long’s cabinet felton) </li></ul><ul><li>Directories – Add validity to your business </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul>
  18. 18. Google Places Ranking Criteria <ul><li>Prominance </li></ul><ul><li>(search long’s cabinet felton) </li></ul><ul><li>Directories </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Reviews </li></ul><ul><ul><li>Hotpot </li></ul></ul><ul><ul><li>Yelp </li></ul></ul><ul><ul><li>Merchant Circle </li></ul></ul><ul><ul><li>Yahoo </li></ul></ul>9 reviews 2 reviews 8 reviews 1 review 1 review 6 reviews
  19. 19. Google Places Ranking Criteria <ul><li>Prominance </li></ul><ul><li>(search long’s cabinet felton) </li></ul><ul><li>Directories </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Reviews </li></ul>My Reviews Page Review Wednesdays and Tweet #RWX
  20. 20. Google Places Ranking Criteria <ul><li>Prominance </li></ul><ul><li>(search long’s cabinet felton) </li></ul><ul><li>Directories </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Reviews - Make it easy for your clients to leave them! </li></ul><ul><li>Generate your own QR code at for use at the place of your business or on business cards, flyers, etc. </li></ul><ul><li>Create a direct link to Places review box like this where cid=your id: </li></ul>
  21. 21. Google Places Ranking Criteria <ul><li>Prominance </li></ul><ul><li>1. Directories </li></ul><ul><ul><li>Local/Geo </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Reviews </li></ul><ul><li>Citations - should include address </li></ul><ul><ul><li>Chambers, Business Assoc. </li></ul></ul><ul><ul><li>News mentions </li></ul></ul><ul><ul><li>Other local sites </li></ul></ul>LOCAL CITATION FINDER
  22. 22. Google Places Ranking Criteria <ul><li>Relevance </li></ul><ul><li>Business Title </li></ul><ul><li>Business Categories </li></ul><ul><li>Business Description </li></ul><ul><li>Optimized website </li></ul><ul><li>+ Directories and Citations </li></ul>
  23. 23. Google Places Action Items Step 1: Claim your Google Places account (and Yahoo, Bing, and now Facebook) Almost all local searches include map listings, only 14% of which been claimed!
  24. 24. Google Places Action Items Step 1b: Create additional Place pages if you qualify. MB: What is Google’s recommended practice in regards to handling the multiple listings that most professionals and clinics end up with? Should we endeavor to have one listing for the practice Place and merge all of the doctors (or whatever) into the one listing or should a we endeavor to keep the individual doctor listings? Google: Each doctor (or other independent professional) should have their own listing, with one more listing for the clinic.
  25. 25. Google Places Action Items Step 2: Claim directory listings <ul><li>Most important directories </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Hotfrog </li></ul><ul><li>Kudzu </li></ul><ul><li>Mojopages </li></ul><ul><li>Manta </li></ul>
  26. 26. Google Places Action Items Step 3: Get reviews <ul><li>Send out email requests </li></ul><ul><li>Have a computer set up at your biz to take reviews </li></ul><ul><li>Put a link to review sites on your website </li></ul><ul><li>Use QR codes to direct customers to your review sites </li></ul><ul><li>Offer incentives </li></ul>?
  27. 27. Google Places Action Items Step 4: Optimize your website <ul><li>Keyword-rich title tags </li></ul><ul><li>Keyword-rich copy </li></ul><ul><li>Location-specific pages </li></ul><ul><li>Contact information consistent and frequent </li></ul><ul><li>Build inbound links </li></ul><ul><li>Come to my Santa Cruz Marketing Roundtable presentation on February 23. </li></ul>
  28. 28. Google Places Action Items Next step <ul><li>Local Mobile </li></ul><ul><ul><li>Claim your Facebook Place page </li></ul></ul><ul><ul><li>Use Foursquare and Gowalla </li></ul></ul><ul><ul><li>Consider mobile marketing with Yelp, Facebook, Google </li></ul></ul><ul><li>Local Advertising </li></ul><ul><ul><li>Groupon, Living Social, Hotfrog </li></ul></ul><ul><ul><li>Google Burst, Google Tags </li></ul></ul><ul><ul><li>Facebook Deals </li></ul></ul>
  29. 29. Google Places Action Items Next step <ul><li>Research your competitors </li></ul><ul><ul><li>What keywords are they using </li></ul></ul><ul><ul><li>Which categories are they in </li></ul></ul><ul><ul><li>Do they have photos, videos </li></ul></ul><ul><ul><li>Are you updating their listing? </li></ul></ul><ul><ul><li>How well optimized is their website? </li></ul></ul><ul><ul><li>Which directories are they in? </li></ul></ul><ul><ul><li>Where are they getting inbound links? </li></ul></ul><ul><ul><li>Update your website and your listings accordingly but remember… </li></ul></ul>
  30. 30. If you were in a group of people being chased by a bear, you only need to be 1 step ahead of the slowest person.
  31. 31. Likewise, you only have to be 1 step ahead of your competitor. So, don’t overwhelm yourself. You don’t have to do it all.
  32. 32. Just don’t get left behind.
  33. 33. Kat & Mouse We’ll keep you a step ahead! www. katandmouse .com Twitter #katndmouse
  34. 34. <ul><li> </li></ul><ul><li> </li></ul>