The document discusses strategies for local search engine optimization and marketing. It recommends using call tracking services to monitor phone calls from local search campaigns, provides tips for managing Google Maps listings, and suggests using AdWords extensions to promote a business's location and phone number. Key factors for ranking in Google Maps include reviews, social signals from platforms like Foursquare, and consistency in listing the business phone number across sites.

1. Local Search Strategy Search Exchange 2010 @DavidKyle

2. History of Local Search

3. Yellow Pages are still good for something…

4. Local Search Campaigns are all about… BLOWING UP THE PHONE! Photo courtesy of Gizmodo.com

5. You can expect calls even if you have a Shopping Cart! A phone call can raise trust level quickly. Photo courtesy of Jayco LLC

6. CALL TRACKING! I use and recommend: Call Recording Proxy & Javascript rewrites Flexible Programming Call Input Detailed Reports Postback URL works with GA and Omniture EXCELLENT Customer Service!

7. Call Recording Displays Caller ID, time stamp, and campaign information. Download in MP3 format Saved for a year *** HIPAA and other professional association liability is passed to you!

8. Proxy & Javascript Rewrites Based on rules set by referrer and/or search query Javascript number rewrite is the easiest to setup and use. Phone number is rewritten on the fly based on set rules.

9. Flexible Programming Time of day # of phones called

10. Call Input Preset Tags Rating 1-10 Scale Who took the call? Assign a Revenue Value Additional Notes

11. Detailed Reports

12. More Detailed Reports

13. Tracking numbers can cause a negative effect on ranking in Google Maps. You should use a consistent number for business listings on sites like Yelp, BOTW, etc.

14. The State of Google Maps CHAOS!!!

15. For many verticals Map Listings are the new #1

16. Ranking Factors Read David Mihm’s Report http://www.davidmihm.com/local-search-ranking-factors.shtml Last updated May 2009

17. Number of Reviews Devalued

18. Powerful Factor Nobody Talks About

19. The Future of Maps Ranking Focus on getting quality signals that confirm the phone number and address of your business. I believe location based Social Media will be a big part of that. i.e. Foursquare, Gowalla

20. Using Adwords Ad Extensions Location Extensions Phone Extensions

21. Location Extension

22. Phone Extension Photo courtesy of RetailMarketingBlog.com

23. Recommended Follow/Blogs Mike Blumenthal @mblumenthal http://www.blumenthals.com/blog Mike Ramsey @niftymarketing http://niftymarketing.com Matt McGee @mattmcgee http://www.smallbusinesssem.com

24. THANKS!