Make it-fly-optimize-for-local-search-090916122554-phpapp01

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  • Now local search results are shown without
  • Rank well in Universal SearchRank well in the Local 10 PackRank well in Local Search EnginesBe in the Internet Yellow PagesBe on Local/Social web sitesBe in vertical directories for your industry and location
  • Make it-fly-optimize-for-local-search-090916122554-phpapp01

    1. 1. Soar With Local Search Engine Optimization Make-It-Fly: Entrepreneurs Embracing Change Fall 2009 Conference presented by seOverflow
    2. 2. Who Is seOverflow? • seOverflow is a search engine optimization and pay per click marketing company in Denver, CO. • We specialize in offering solutions that enable web design companies, marketing consultants, and other solution providers to offer customized, innovative SEO services to their clients. • We are a Google Adwords Qualified Company, Yahoo Search Marketing Ambassadors, and SEMPO members.
    3. 3. We’ll Talk About… • What is Local Search/Local SEO • Why Local SEO is important • Challenges for Local Businesses Later… Tactics For Local Search Optimization • On-Page Optimization • Off-Page Optimization – Reviews – Citations – Links • Local SEO For $100 or less!
    4. 4. Local Search Is… • Local Search is any search made with the goal of finding something in a specific geographic area. • This is known as searching withlocal intent.
    5. 5. How Is Local Intent Determined? • The searcher uses geographic modifiers. • The searcher has personalization settings on. • The Search Engine interprets local intent from the search phrase.
    6. 6. Why Local SEO Is Important • 73% of activity online is in one way or another “related to local content” • For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research • 97% of Internet users in the U.S. gather shopping information online, and of those consumers 51% explicitly characterize their behavior as “Shop Online, Purchase Offline” • 70% of online searchers will use local search to find offline businesses.
    7. 7. Why Local Search Is Important
    8. 8. Why Local Search Is Important
    9. 9. Where does Google’s Local data come from? 1.The Google Local Business Center (LBC) 2.Third-Party Data Providers 3.Web Crawling
    10. 10. Where Are Your Customers? • • • • • Neighborhood? City? Nearby cities? Region? State?
    11. 11. Where Are Your Customers? • The broader your geographical reach, the more time and money you need to be successful. • Generally, the narrower your reach, the easier it will be to compete online. • Why? There is usually less competition and it is usually less savvy about internet marketing.
    12. 12. Local Business Challenges Local Directories Niche Search Engines Industry Directories Internet Yellow Pages Secondary Local Search Engines Local/Social Sites Major Local Search Engines Local 10 pack - Google Local 3 Pack – Yahoo! Universal Search
    13. 13. Local Directories
    14. 14. Niche Search Engines
    15. 15. Internet Yellow Pages
    16. 16. Local/Social Sites
    17. 17. On Page Optimization for Local Making Your Website Work in Local Search presented by seOverflow
    18. 18. On Page Optimization • Build relevance and trust in your location+keywords. • Do all the “usual” things when optimizing site - title, description, h tags, content, good internal linking, etc – but with a geographic slant.
    19. 19. Where Are You? • Place your full street address and local phone number on all pages of your website. • Optimize your Contact or About page for your business name and location. • Use the hcardmicroformat to make your location unmistakable to the Search Engines.
    20. 20. TIP: Give Your Biz a Tagline • If your business name doesn’t make it very clear where you are and what you do, then use a tagline to communicate that information to both humans and Search Engine spiders.
    21. 21. TIP: For Multiple Locations: • Create a separate page for each location • Use local info on each of these pages • Link internally to location pages, using the location names in link text • Use other terms on the page that will help the Search Engines understand where you are: street intersections, highway exits, what’s nearby, nicknames for neighborhoods, etc.
    22. 22. Off Site Optimization For Local What Else Helps Your Business Rank? presented by seOverflow
    23. 23. Create Local Business Listings Create free profiles on: • Google Maps www.google.com/local/add • Yahoo Local http://listings.local.yahoo.com/ • Bing Local https://ssl.bing.com/listings/ListingCenter.aspx If you never do anything else, do this!
    24. 24. A Google Maps Listing
    25. 25. Google Maps Dashboard
    26. 26. Standardization Builds Trust • Use the same name, address and phone number everywhere online and offline. • Go to the sources of business data and standardize there. • Use a local database directory - check out UniversalBusinessListing.org and GetListed.org
    27. 27. Optimize Your Biz Listings • Use your main keyword phrase and complementary terms in your profile descriptions • Grab the long tail by including: Your products and services The brands you carry The locations you serve Anything else important in your niche
    28. 28. Optimize Your Biz Listings • Choose – or create – the right categories • Give your listing attributes
    29. 29. Create Citations Citations, aka web references, are web pages that cite or mention your business or web site. They do not have to contain a link!
    30. 30. Keep Creating Citations! • Citations are important in building Google’s trust in the information it has about you. • Citations can drive targeted traffic to your business. • Citations are easier to get than links – many are free.
    31. 31. The Impact of Reviews “Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. ("Web users and web community," Rubicon Consulting, Inc. October 2008)” “81% of online holiday shoppers read online customer reviews (Nielson Online, December 2008)” “86% of consumers read online business reviews before making purchasing decisions; 90% of whom say they trust these reviews. (Kudzu.com survey of 600 users, December 2008)” “The Trust in Advertising survey of 26,000+ found that Consumer Recommendations are the most credible form of advertising. ("Social Media Marketing: The Right Strategy for Tough Economic Times" Awareness, 2008)” Statistics from BazaarVoice.com See more at http://www.bazaarvoice.com/industryStats.html
    32. 32. Reviews Influence Rankings • Ratings and reviews enter into the algorithm on some sites-like Yahoo!Local • The more reviews, the better. • Highly rated items can rise to the top on some sites and poorly rated ones are rarely seen. • Users can sort their results by ratings on some sites, creating their own personalized rankings.
    33. 33. TIP: Ask for Reviews ONLY FROM HAPPY CUSTOMERS! • Have a plan in place. • Use surveys and follow-up emails. • “Bribe” people to submit reviews. • Send reviewers to a variety of web sites. • If a customer has a Gmail address ask them to leave review on Google. Same for Yahoo.
    34. 34. Tip: Get Local Links • The right incoming links can help with location trust. • Look for links from local authority sites. • Look for links from sites that rank for what you want to rank for. • Use existing relationships to get local links.
    35. 35. Local Search For $30 or Less • Optimize site with geographic slant • Include business name and contact information in HTML (hCardmicroformat) on own website • Claim Listing at Google Maps w/Business URL • Claim Listing at Yahoo Local w/Business URL • Claim Listing at BOTW Local • Claim Listing at Live Search • Submit to Universal Business Listing - $30 • Submit to Localeze • Submit to infoUSA • Claim additional portal listings • Link to additional portal listings from own website ALMOST ALL OF THIS IS FREE AND AVAILABLE TODAY!!!
    36. 36. Sources • http://www.slideshare.net/heinivanberg en/smx-london-2008-local-searchblended-results-presentation • David Mihm – “Local Search on a Dime” SES San Jose 2009
    37. 37. Quick Plug: seOverview • 40+ Page custom SEO audit – – – – Identify SEO Opportunities Avoid SEO Pitfalls Learn How to Make Your Site More Powerful Analyze Your Competition • http://www.seOverflow.com/seoverviewLocal • COUPON CODE (use at checkout) – $200 off until 9/15 (MIF200) – $100 off until 9/30 (MIF100)

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