Soar With Local Search Engine Optimization


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A presentation on Local Search Engine Optimization for small businesses given at the Make-It-Fly Fall 2009 conference.

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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
  • Soar With Local Search Engine Optimization

    1. 1. Soar With Local Search Engine Optimization<br />Make-It-Fly: Entrepreneurs Embracing Change Fall 2009 Conference<br />presented by seOverflow<br />
    2. 2. Who Is seOverflow?<br />seOverflow is a search engine optimization and pay per click marketing company in Denver, CO.<br />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.<br />We are a Google Adwords Qualified Company, Yahoo Search Marketing Ambassadors, and SEMPO members.<br />
    3. 3. What is Local Search/Local SEO<br />Why Local SEO is important<br />Challenges for Local Businesses<br />Later… Tactics For Local Search Optimization<br />On-Page Optimization <br />Off-Page Optimization<br />Reviews<br />Citations<br />Links<br />Local SEO For $100 or less!<br />We’ll Talk About…<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 Search Engine interprets local intent from the search phrase.<br />
    6. 6. 73% of activity online is in one way or another “related to local content” <br />For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research <br />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” <br />70% of online searchers will use local search to find offline businesses. <br />Why Local SEO Is Important<br />
    7. 7. Why Local Search Is Important<br />
    8. 8. Why Local Search Is Important<br />
    9. 9. 1.The Google Local Business Center (LBC)<br />2.Third-Party Data Providers<br />3.Web Crawling<br />Where does Google’s Local data come from?<br />
    10. 10. Where Are Your Customers?<br />Neighborhood?<br />City?<br />Nearby cities?<br />Region?<br />State?<br />
    11. 11. 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 />
    12. 12. Local Business Challenges<br />Local Directories<br />Industry<br />Directories<br />Niche Search Engines<br />Secondary Local Search Engines<br />Local/Social Sites<br />Internet Yellow Pages<br />Local 10 pack - Google<br />Local 3 Pack – Yahoo! <br />Major <br />Local Search Engines<br />Universal Search<br />
    13. 13. Local Directories<br />
    14. 14. Niche Search Engines<br />
    15. 15. Internet Yellow Pages<br />
    16. 16. Local/Social Sites<br />
    17. 17. On Page Optimization for Local<br />Making Your Website Work in Local Search<br />presented by seOverflow<br />
    18. 18. On Page Optimization<br />Build relevance and trust in your location+keywords.<br />Do all the “usual” things when optimizing site - title, description, h tags, content, good internal linking, etc – but with a geographic slant.<br />
    19. 19. 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 />
    20. 20. 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 />
    21. 21. Create a separate page for each location<br />Use local info on each of these pages<br />Link internally to location pages, using the location names in 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 />
    22. 22. Off Site Optimization For Local<br />What Else Helps Your Business Rank?<br />presented by seOverflow<br />
    23. 23. Create free profiles on:<br />Google Maps<br />Yahoo Local<br />Bing Local<br />If you never do anything else, do this!<br />Create Local Business Listings<br />
    24. 24. A Google Maps Listing<br />
    25. 25. Google Maps Dashboard<br />
    26. 26. 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 and<br />Standardization Builds Trust<br />
    27. 27. 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 />
    28. 28. Choose – or create – the right categories<br />Give your listing attributes<br />Optimize Your Biz Listings<br />
    29. 29. 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 />
    30. 30. 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 />
    31. 31. “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. ( 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 See more at<br />The Impact of Reviews<br />
    32. 32. 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 />
    33. 33. 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 />If a customer has a Gmail address ask them to leave review on Google. Same for Yahoo.<br />TIP: Ask for Reviews<br />
    34. 34. 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 />
    35. 35. Optimize site with geographic slant<br />Include business name and contact information in HTML (hCardmicroformat) on own website<br />Claim Listing at Google Maps w/Business URL<br />Claim Listing at Yahoo Local w/Business URL<br />Claim Listing at BOTW Local<br />Claim Listing at Live Search<br />Submit to Universal Business Listing - $30<br />Submit to Localeze<br />Submit to infoUSA<br />Claim additional portal listings<br />Link to additional portal listings from own website<br />ALMOST ALL OF THIS IS FREE AND AVAILABLE TODAY!!!<br />Local Search For $30 or Less<br />
    36. 36.<br />David Mihm – “Local Search on a Dime” SES San Jose 2009<br />Sources<br />
    37. 37. Quick Plug: seOverview<br />40+ Page custom SEO audit<br />Identify SEO Opportunities<br />Avoid SEO Pitfalls<br />Learn How to Make Your Site More Powerful<br />Analyze Your Competition<br /><br />COUPON CODE (use at checkout)<br />$200 off until 9/15 (MIF200)<br />$100 off until 9/30 (MIF100)<br />