Winning Local Search with Data

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Winning Local Search with Data

  1. 1. Presented by David Minchala forNew York SearchLove Conference
  2. 2. MeLocal SEO + Agency SEO + Corporate + StartupMore about me
  3. 3. DisclaimerThis is: This is NOT: My observations & Yodle’s search strategy opinions Yodle’s view on search Based on my experience Yodle’s interpretation of over 4 years in local the data presented here My interpretation of all data points (Sorry, Rand…)
  4. 4. Local SEO Challenges
  5. 5. Different Rules Local Algorithm Broad Algorithm http://www.seomoz.org/article/search-ranking-factorshttp://www.davidmihm.com/local-search-ranking-factors.shtml
  6. 6. “Regular SEO” Tools
  7. 7. Versus
  8. 8. Local SEO Tools
  9. 9. Tracking(direct) / mom’s bridge club
  10. 10. Where (else) the Action Is
  11. 11. Where (else) the Action Is35% of Adults own a smartphone Source: Pew Internet
  12. 12. Where (else) the Action Is 58% of them useMaps, foursquare, Yelp etc. Source: Pew Internet
  13. 13. Where (else) the Action Is 90% search for localinfo; 87% of those take action. Source: The Smartphone User & The Mobile Marketer
  14. 14. Your customers don’t have to visit your website to call you or find out where you are.
  15. 15. Data ? http://www.google.com/insights/search/#q=divorce%20lawyer&geo=US&date=1%2F2007%2012m&cmpt=qRemember this?http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
  16. 16. The right tactics
  17. 17. More Content!You != Demand Media Selling a service, not CPM
  18. 18. Stumble and FallA service page != Compelling linkbait, traffic generatorNo link value, no qualified traffic
  19. 19. Video Branding & conversion Search visibility
  20. 20. Low/No ROIBloggingLinkbait
  21. 21. What about… The long tail?Universal search?Domain authority?
  22. 22. Decision time
  23. 23. Your Playing Field 10,000 keywordsSERP Type Head and mid-long tail All geo-modified Monitored over 3-month period Local* Organic Map Pack or Blended SERP 85% of the time
  24. 24. Is organic your #1 priority? Should it be?
  25. 25. Data data everywhere
  26. 26. Essential Research:What makes the client money? What’s their customer’s financial commitment? What are the implications?
  27. 27. HVAC Example Top priorities for • Seasonal target Keywords A/C Installs, Service • Business & Residential Two types of Contracts citations/links to build Give something for • Longer sale cycle freeHigh $ Avg. Cost • Potentially price- for Customers sensitive Reviews, testimoni consumer base als, comparisons best bet for content
  28. 28. Keyword Research Filters:Best customer? (High value Modifiers)Worst customer? (Avoid/Remove)Typical customer? (High volume Modifiers) Personas are helpful here, too.
  29. 29. Local Demand Find it:
  30. 30. Local DemandCross-check it: “mechanic”
  31. 31. Where Am I Now? Google: Search by name, then address, then phone Factual:Where is NAP not standardized?
  32. 32. Factualwww.factual.com
  33. 33. Where Are My Competitors? Local Search Toolkit:
  34. 34. Go Get „em!American Fact FinderLocal Search Toolkit Factual Whitespark SEO Tools Plugin
  35. 35. Thank you!
  36. 36. Q&A@daveminchalaDavidminchala.comdavid.minchala@gmail.com

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