Local Search Optimization


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What local businesses need to know about local search.

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  • We’ll explore mostly Google Adwords
  • How many of you click on pay per click ads
  • We’ll explore mostly Google Adwords
  • Local Search Optimization

    1. 1. Local Search<br />What Local Businesses Need to Know About Local Search<br />presented by seOverflow<br />
    2. 2. What We’ll Cover<br />What Local Search Is<br />On Page Optimization for Local Search<br />Off Site Optimization for Local Search<br />Local Platforms-Where You Need to Be<br />PPCs for Local Businesses<br />
    3. 3. What Is Local Search?<br />presented by seOverflow<br />
    4. 4. Local Search Is…<br />Local Search is any search made with the goal of finding something in a specific geographic area.<br />This is known as searching withlocal intent.<br />
    5. 5. How Is Local Intent Determined?<br />The searcher uses geographic modifiers.<br />The searcher has personalization settings on.<br />The Searcher uses a “local” place.<br />The Search Engine interprets local intent from the search phrase.<br />
    6. 6. The 3, 8 or 10 Pack<br />
    7. 7. Where Are Your Customers?<br />Neighborhood?<br />City?<br />Nearby cities?<br />Region?<br />State?<br />
    8. 8. Where Are Your Customers?<br />The broader your geographical reach, the more time and money you need to be successful.<br />Generally, the narrower your reach, the easier it will be to compete online.<br />Why? There is usually less competition and it is usually less savvy about internet marketing.<br />
    9. 9. Local Search Challenges<br />Rank well in Universal Search<br />Rank well in the Local 10 Pack<br />Rank well in Local Search Engines<br />Be in the Internet Yellow Pages<br />Be on Local/Social web sites<br />Be in vertical directories for your industry and location<br />
    10. 10. On Page Optimization for Local<br />Making Your Website Work in Local Search<br />presented by seOverflow<br />
    11. 11. On Page Optimization<br />Build relevance and trust in your location+keywords.<br />Do all the usual things when optimizing - title, description, h tags, content, good internal linking, etc – but with a geographicslant.<br />
    12. 12. Place your full street address and local phone number on all pages of your website.<br />Optimize your Contact or About page for your business name and location.<br />Use the hcardmicroformat to make your location unmistakable to the Search Engines.<br />Where Are You?<br />
    13. 13. 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.<br />TIP: Give Your Biz a Tagline<br />
    14. 14. What’s Wrong With This?<br />
    15. 15. Create a separate page for each location<br />Use local info on each of these pages<br />Link internally to location pages, using the right link text<br />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.<br />TIP: For Multiple Locations:<br />
    16. 16. Off Site Optimization For Local<br />What Else Helps Your Business Rank?<br />presented by seOverflow<br />
    17. 17. Use the same name, address and phone number everywhere online and offline.<br />Go to the sources of business data and standardize there.<br />Use a local database directory - check out UniversalBusinessListing.org and GetListed.org<br />Standardization Builds Trust<br />
    18. 18. Create free profiles on:<br />Google Maps www.google.com/local/add<br />Yahoo Local http://listings.local.yahoo.com/<br />Bing Local https://ssl.bing.com/listings/ListingCenter.aspx<br />If you never do anything else, do this!<br />Create Local Business Listings<br />
    19. 19. Anatomy of a SERP <br />Pay Per Click<br />Pay Per Click<br />Local Ten Pack<br />Organic<br />
    20. 20. A Google Maps Listing<br />
    21. 21. Google Maps Dashboard<br />
    22. 22. Use your main keyword phrase and complementary terms in your profile descriptions<br />Grab the long tail by including:<br /> Your products and services<br /> The brands you carry<br /> The locations you serve<br /> Anything else important in your niche<br />Optimize Your Biz Listings<br />
    23. 23. Choose – or create – the right categories<br />Give your listing attributes<br />Optimize Your Biz Listings<br />
    24. 24. Citations, aka web references, are web pages that cite or mention your business or web site. <br />They do not have to contain a link!<br />Create Citations <br />
    25. 25. Citations are important in building Google’s trust in the information it has about you.<br />Citations can drive targeted traffic to your business.<br />Citations are easier to get than links – many are free.<br />Keep Creating Citations!<br />
    26. 26. Reviews and Local Search <br />The Impact of Reviews on Local Search<br />presented by seOverflow<br />
    27. 27. “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. (&quot;Web users and web community,&quot; Rubicon Consulting, Inc. October 2008)” <br />“81% of online holiday shoppers read online customer reviews (Nielson Online, December 2008)” <br />“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)”<br />“The Trust in Advertising survey of 26,000+ found that Consumer Recommendations are the most credible form of advertising. (&quot;Social Media Marketing: The Right Strategy for Tough Economic Times&quot; Awareness, 2008)”<br />Statistics from BazaarVoice.com See more at http://www.bazaarvoice.com/industryStats.html<br />The Impact of Reviews<br />
    28. 28. Ratings and reviews enter into the algorithm on some sites-like Yahoo!Local<br />The more reviews, the better.<br />Highly rated items can rise to the top on some sites and poorly rated ones are rarely seen.<br />Users can sort their results by ratings on some sites, creating their own personalized rankings.<br />Reviews Influence Rankings<br />
    29. 29. ONLY FROM HAPPY CUSTOMERS!<br />Have a plan in place. <br />Use surveys and follow-up emails. <br />“Bribe” people to submit reviews.<br />Send reviewers to a variety of web sites.<br />TIP: Ask for Reviews<br />
    30. 30. Link Building<br />Strategies For Finding and Acquiring Powerful Local Links<br />
    31. 31. The right incoming links can help with location trust. <br />Look for links from local authority sites.<br />Look for links from sites that rank for what you want to rank for. <br />Use existing relationships to get local links.<br />Tip: Get Local Links<br />
    32. 32. Pay Per Click Basics<br />Successful Local PPC Campaign Components<br />
    33. 33. How PPC is Used<br />Pay Per Click (PPC) is not just used for an organic traffic alternative.<br />Other uses include:<br />Branding and Reputation Management<br />Keyword research<br />Expanded search engine presence (would you rather show up once or twice?)<br />
    34. 34. Organic vs Paid Search<br />
    35. 35. PPC FAQ<br />Does PPC work?<br />It can. More likely If managed professionally.<br />How much will it cost per click<br />How do I know that I am not a victim of click fraud?<br />You don’t unless you use expensive and sometimes inaccurate analysis tools<br />Why shouldn’t I just run PPC myself?<br />Most do-it-yourselfer’s waste more money trying it themselves than they would have paid a pro. The search engine’s goal is to get you to spend as much as possible.<br />
    36. 36. Google Adwords<br />Most advanced<br />Most traffic<br />Yahoo Search Marketing<br />A little less complex<br />Usually cheaper clicks than Adwords<br />Microsoft adCenter<br />Mostly low quality content ads<br />Popular PPC Programs<br />
    37. 37. <ul><li>Geo target your advertising on Google by using geo qualifiers in the terms you bid on .
    38. 38. An geo target ads to show only to people in the places you choose. </li></ul>TIP: For Local PPCs<br />
    39. 39. Optimized! http://www.marybowling.com<br />Local Search Column at ClickZhttp://www.clickz.com/3630485<br />Local Search News<br />seOverview Local Search Audit <br />seOverflow Blog <br />Email: mary@seOverflow.com<br />Local Search Resources<br />