This document discusses the importance of business blogging for local search optimization, emphasizing that a significant majority of consumers now begin their product searches online. It highlights various strategies for effective blogging, such as including keywords, detailed location information, and relevant content about services and products to capture local traffic. Additionally, case studies illustrate the impact of blogging on organic search traffic and engagement for specific businesses.

1. Business Blogging:
The Key To Local Search

2. “People don't go to Web sites anymore. Web
sites come to them.
This is, perhaps, the best way to explain the
impact of search on the online experience.”
William Flaiz, Search Engine Watch, Aug 1, 2008

3. What is “Local”?
Or?

4. Local Marketing Stats:
• $100 Billion Local Advertising
Auto Dealers alone =
•28% of local TV
•18% of local Newspaper
•14.7% of local radio
Yellow Pages, Direct Mail (co-mail), other print

5. What we all do online
100%
90%
80% As Much As 80% of all web
70% interactions begin with search
60%
50%
40%
30%
20%
10%
0%
Source: Pew Internet & American Life Project *Not online

6. 30
Local Online Advertising 25.9
2008 - 2011
25
20
The Internet has now surpassed the
print yellow pages and newspapers as
15
the primary local resource for consumers
looking for services.
10
5 4.589
0
1 2

7. Estimated that 90% of online directory traffic comes from Search Engines

9. According to Yahoo! Research, 88% of sales revenue
generated from online advertising is derived from
consumers who have done their research on the
Internet, then made their purchase in a brick and
mortar store.
“Consumers may initially browse online, but more than
90% of them choose to complete their transactions
offline.”

10. eMarketer (www.emarketer.com) says that as much as
$500 billion in offline purchases were influenced by
the Internet in 2007.
BigResearch (www.bigresearch.com) said 89% of
consumers making in-store purchases in key
categories have conducted research online.

11. Search Strategies
1,000’s
Keyword
Phrases
Targeted
0
Website SEO PPC Campaigns

12. THE BUSINESS BLOGGING SOLUTION
What‟s a
Blog??
Online journal-like content, organized
in reverse chronological order.

13. Why Blogging works for SEO
• Titles
• Keywords
• Recent Content
• Lots of Content
• Links
• Relevance

17. What Do I Say?
Inventory:
A lot of searches are people looking for
specific products offline. Blog about what
you have in the store. Right now and
often.

18. What Do I Say?

19. What Do I Say?
Directions & Locations. Not just your
address…don‟t just grab a map and put it on
your Web site. Include text explaining where
you‟re located, including detailed driving
directions using as many location
descriptors as possible: the neighborhood
you’re in, the landmarks along the way, and
the cross streets. Local consumers search
with more targeted terms. You want to be
ready to capture that search traffic

20. Mentioning streets that you might have
serviced or where your customers
come from is great blogging content.
“Last week we were called out at
midnight to a distraught homeowner on
South Maple Street here in Columbus,
OH with a frozen pipe that had burst.
I’m proud to report that we were able
to guide the woman on how to turn off
the water, and were onsite within 45
minutes.”

21. What Do I Say?
Services, products, & brands. For a service oriented
business, blogging frequently about the specific services that
are provided is a must. What are the top few services you
offer? Don't assume that just because you're categorized in a
particular industry, you don't need to mention the obvious. For
instance, a photographer might talk about "wedding
photographers" but should blog about other services they
offer such as "wedding photos, formal bridal portraits, candid
shots of wedding parties and rehearsals." Blogging about
products & brands with a business can also help it return
more relevant for users' specific searches.

22. What Do I Say?
Specialties & amenities. The specialties & amenities
are really important to provide attributes that can
differentiate between you and your competitors. Specialties
for a lawyer may bring in more clients who have cases for
which they're particularly skilled. Amenities in hotel listings
like pools, exercise rooms, free breakfasts, and others can
draw in more business than nearly anything and are vital
details.

23. What Do I Say?
Photos & Video. Including clear, large
enough photos really help consumers in
choosing. Be sure when using photos that you
properly tag them with the keywords that drive
your search. The search engines love photos,
but they can‟t actually see them so it‟s
important that you give your photos the right
descriptions using your keywords. The same
is true for video tagging. Also don‟t fight the
wave. Host your video on YouTube.

24. What Do I Say?
• Hours of Operation
• Associations - what‟s it take? What are the issues?
• Certifications - same as above
• Languages - talk about and „in‟
• Prices

25. What Do I Say?
Most of all:
Talk about People!!
who are they?
What problem do they have?
Why do they buy from you?
How do they buy from you?

26. What about Directories or Review Sites?

27. Why Compendium?

28. Topic Driven Blogging

32. Client Success: Zuckerberg Law Firm Blogging Program
Google Organic Traffic Growth & Engagement
Since program launch Nov. 07:
• 1:16 avg. read time
• 1.5 pages per visit
• 91% new visits
• 21 posts per month on avg
• 31 compended blogs, 1 user blog
• $30,000/month YP advertising
• Google rankings for search phrases such as:
• Small business bankruptcy Indiana
• Bankruptcy services Indiana
• Personal bankruptcy Indiana
Meeting „Secret Society‟ today • Payday Loan debt help

33. Client Success: Estridge Homes
Google Organic Traffic Growth & Engagement
Since program launch in April 07:
• 1:39 avg. read time
• 3.07 pages per visit
• 86% new visits
• 23 compended blogs, 2 user blogs
• Google rankings for search phrases such as:
• Fishers Home Builders
• Indianapolis Townhomes
• Indiana Custom Homes
• Brownsburg Real Estate

34. Thoughts & Questions?
Chris Baggott
Co-Founder/CEO
Compendium Blogware
Chrisb@compendiumblogware.com