Local Search - SES London 2011


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Lisa Myers's Local Search presentation from SES London 2011.

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Local Search - SES London 2011

  1. 1. Local Search Lisa Myers CEO, Verve Search
  2. 2. 1 in 5 search queries have local intent..
  3. 3. 97% of consumers use the web to shop locally
  4. 4. Local is the fastest growing trend in search...
  5. 5. 20% of all the Google search queries are related to Local Search
  6. 6. <ul><li>Google Places </li></ul><ul><li>- the local giant </li></ul>
  7. 7. Chhhhhchanges <ul><li>Local Business Centre re-launched as Google Places with new features (Apr 2010) </li></ul><ul><li>Location of Google maps in Web search moved to right hand side and local listings pushing organic down (Nov 2010) </li></ul><ul><li>Prelaunch of Google Hotpot (Nov 2010) </li></ul>
  8. 8. DA FOLD!!!
  9. 9. Clucking Bell it’s pushed the organic below the fold!!!
  10. 10. <ul><li>location , relevance , and prominence </li></ul>
  11. 11. <ul><li>#1 Location </li></ul><ul><li>Looks at where your business is based & your proximity to the </li></ul><ul><li>location in the search query </li></ul><ul><li>#2 Relevance </li></ul><ul><li>Internal factors such as business name, associated categories + external data </li></ul><ul><li>#3 Prominence </li></ul><ul><li>External factors; Data citations, reviews, occurrences of business </li></ul><ul><li>in UGC (i.e MyMaps) </li></ul>
  12. 14. Top 3 Local Search Ranking Factors <ul><li>Category Association </li></ul><ul><li>Use at least 1 suggested default categories </li></ul><ul><li>Spammy custom categories can result in penalties and dropped rankings </li></ul><ul><li>Citations (in particular from Major Data Providers) </li></ul><ul><li>Most powerful off-page factor is web citations </li></ul><ul><li>Ensure you are placed within Local directories </li></ul><ul><li>Customer Reviews </li></ul><ul><li>Very important although impact can be dependent on industry. </li></ul><ul><li>Quantity vs Quality still unanswered </li></ul><ul><li>Important for conversions </li></ul>
  13. 15. Reduced Impact Factors <ul><li>Keywords in Business Title. Not as powerful signal as before </li></ul><ul><li>Location Keywords in Categories. Major factor early 2010 but can now actually damage ranking. </li></ul><ul><li>Location Keyword in Place’s description, overuse can lead to penalties. </li></ul>
  14. 16. Emerging Ranking Factors <ul><li>Coupons, adding this can give a slight boost </li></ul><ul><li>Reviews. The more the merrier, quantity rather than quality. BUT Google said to be creating algo for sentiment analysis </li></ul><ul><li>Volume of UCG such as videos, images etc </li></ul>
  15. 17. citations { the most important and long withstanding ranking factor in local }
  16. 18. Consistency Keep your business name, address, telephone number the same to increase trust Major Datacentres Some “mentions” are worth more from some sites than others Local Directories Source local directories and make sure you are listed there Citation Competitor Analysis Go to their Places page, underneath the reviews click the link “more from around the web” this outlines their existing citations. Citations
  17. 19. reviews { getting your customers on side }
  18. 20. Reviews – Issues & Evolution <ul><li>Gaming Reviews </li></ul><ul><li>Incidents of reviews being manipulated and “gamed” by competitors </li></ul><ul><li>Review Velocity </li></ul><ul><li>How consistently is your business accumulating new review –an emerging factor? </li></ul><ul><li>Raw Number of Reviews vs. Sentiment </li></ul><ul><li>Various Instances where quantity over quality win. Rodriguez-gate meant Google </li></ul><ul><li>had to develop algorithmic solution to problem </li></ul>
  19. 21. tracking { it ain’t easy }
  20. 22. Ways of Tracking Local <ul><li>Utilising Filters in Analytics </li></ul><ul><li>Implementing 301 Redirects </li></ul>
  21. 23. Tracking Using Filters <ul><li>Custom Filters in Google Analytics </li></ul><ul><li>(Only tracks visitors that click through to place page before visiting website) </li></ul><ul><li>New filter ->  </li></ul><ul><li>Filter name ‘Maps’ </li></ul><ul><li>Filter Type -> Custom Filter </li></ul><ul><li>Checked : include </li></ul><ul><li>Filter Field: Referral </li></ul><ul><li>Filter Pattern:  ‘maps.google.’ </li></ul><ul><li>case sensitive : no </li></ul>
  22. 24. Tracking Using 301redirects <ul><li>Using 301 Redirects tracks all visitors but is a little </li></ul><ul><li>more difficult to set up. </li></ul><ul><li>Set up a vanity URL e.g. www.example.com/widget-location </li></ul><ul><li>Implement a 301 redirect from that page to a page which includes “utm tracking code” </li></ul><ul><li>E.g. http://www.example.com/widget-location /?utm_source=Google&utm_medium=local_business_listing&utm_campaign=london </li></ul><ul><li>More info how to do this: </li></ul><ul><li>http://www.vervesearch.com/blog/seo/how-to-track-your-google-local-listing/ </li></ul>
  23. 25. new features { get that pad out }
  24. 26. Purchasing Place Tags <ul><li>Yellow markers that allow businesses to promote important aspects </li></ul><ul><li>Sponsored link to view offers, photos, or other select features </li></ul><ul><li>$25 flat monthly fee </li></ul>
  25. 27. Google Hot Pot <ul><li>A ratings tool and recommendation engine for Google Places </li></ul><ul><li>Integrated into normal Google searches (within Places vertical) see reviews and ratings from your friends alongside the familiar aggregated data providers and review sites. </li></ul>
  26. 28. facebook “going” places.....
  27. 29. Facebook Places <ul><li>1. Need a SmartPhone with Geo Location enabled on the Facebook APP </li></ul><ul><li>2. Add your business </li></ul><ul><li>3. Go to the Place page from Facebook.com </li></ul><ul><li>4. Click the link that says “Is this Place Page your business </li></ul>
  28. 30. tools...
  29. 31. Top 3 Local Tools <ul><li>#1 Local Citation Finder </li></ul><ul><li>http://www.whitespark.ca/local-citation-finder </li></ul><ul><li>#2 Local Competitor Analysis </li></ul><ul><li>http://www.localsearchtoolkit.com </li></ul><ul><li>#3 44 Local Link building queries for Citation prospecting </li></ul><ul><li>http://ontolo.com/blog/44-local-link-building-queries-citation-prospecting-and-opportunity-analysis </li></ul>
  30. 32. Top 10 UK Citation Sites http://www.localdatacompany.com/ http://www.marketlocation.com/ http://search.infoserve.com/index.asp http://www.qype.co.uk/ http://www.yell.com http://www.brownbook.net/ http://www.thomsonlocal.com/ http://www.touchlocal.com/ http://www.ufindus.com/ http://www.smilelocal.com/
  31. 33. Local Search Resources <ul><li>http://blumenthals.com/blog/ </li></ul><ul><li>www.davidmihm.com/ </li></ul><ul><li>http://www.martijnbeijk.com/ </li></ul><ul><li>http://www.vervesearch.com </li></ul>
  32. 34. @LisaDMyers Thank You! Email: [email_address] Web: www.vervesearch.com www.seo-chicks.com