Download to read offline
![Local Search resources
Great for:
New businesses that want to
build out key citations
quickly.
Problems:
You only enter your existing
info to create an account, so
they miss many incorrect
citations.
Standardizing primary
information on some of the
key citation sites.
Making changes across
dozens of citation sites near-
instantly.
Adding enhanced data to
some of your existing
citations.
citations.
They sometimes create new
listings on the sites leaving
existing listings as duplicates.
Only 30ish sites (rest are apps)
$499 yearly fee
When you cancel, the majority
of your listings go back to the
way they were. [1]](https://image.slidesharecdn.com/greenwichlibraryworkshoplocalsearch11-151209154642-lva1-app6892/75/Greenwich-library-workshop-local-search-11-24-15-32-2048.jpg)
Uploaded bySearch Smart Marketing
Greenwich library workshop local search 11.24.15
This document discusses the evolution of local search and search engine marketing. It covers the history and growth of search engines like Google, Yahoo, and MSN. It also summarizes key aspects of local search like the importance of location, citations from data providers, claiming business profiles, and user reviews. The document also provides an overview of search engine optimization techniques and paid search options like Google AdWords. It outlines best practices for local search engine optimization and rankings, including having a consistent business name, address, and phone number across listings.
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Greenwich library workshop local search 11.24.15
- 1. Local Search: TheEvolution
- 2. Search Smart Marketing www.isearchsmart.com 400Columbus Avenue Valhalla, NY 10595 914.432.3083 243 Tresser Blvd. Stamford, CT 06901 914.883.1506 • Started Internet Career in 1994 • The Journal News • Online Marketing Director, 1996 – 2000 • Launched first web sites• Launched first web sites • Wahlstrom Group, 2000 - 2006 • IPG Company ▫ VP, Managing Director Interactive Media • Search Smart Marketing • Launched 2006 • Adjunct Professor, Fordham University
- 3. Clients include: AutoNation CBS NewYork Invisalign Braces Hudson Valley Tourism Search Smart Marketing www.isearchsmart.com 400 Columbus Avenue Valhalla, NY 10595 914.432.3083 243 Tresser Blvd. Stamford, CT 06901 914.883.1506 Hudson Valley Tourism Westchester County Association Stark Office Suites NERAK Systems ProLease First Capital
- 4. Search Engine Marketing(SEM) Overview “ …the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and off- page) as well as through advertising (paid placements, contextual advertising )” - Wikipedia
- 5. Search Engines AudienceShare Audience Share by EngineGoogle Share: Approximately 67% Google Yahoo MSN AOL Ask
- 6. Search Engine Marketing(SEM) Overview A strategic, integrated approach to marketing via Search sites. 1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search Algorithmic, crawler-based search approach Website Content, Architecture, Coding, Links, Web “footprint”, 1. Pay-per-Click (PPC) – Paid Search Keyword position control, result-oriented Bid for Position, Pay-per-Click Syndication Networks – Google, Bing Brand Protection, Message/Position Control 2. Local /Social Search Local Profiles – ex. Google+ Directory Citations Review Management Intersection with Social Media
- 7. The Evolution ofSearch Engines
- 8.
- 9. Mobilegeddon!!!! Google Mobile AlgorithmUpdate Rolled out April 21, 2015 Objective: Improve mobile search experienceObjective: Improve mobile search experience Mobile-friendly sites are given greater consideration Goal is still to provide best search results Google Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly MD Building Services is not mobile-friendly
- 10. What is GoogleAdWords?
- 11.
- 12. Organic/Paid vs. LocalSearch • Location, location, location • Organic/Paid search = “the what”• Organic/Paid search = “the what” – Nike running shoes • Local Search/Paid Search = “the what” & “the where” – Nike shoe store White Plains
- 13. Local Search: Whyis it Important?
- 14. Local Search: Whyis it Important?
- 15. Local Search: Whyis it Important?
- 16. Local Search: Whyis it Important?
- 17. Local Search: Whyis it important?
- 18.
- 19.
- 20. The Organic SearchEcosystem
- 21. The Local SearchEcosystem
- 22. The Local SearchEcosystem
- 23. The Local SearchEcosystem Courtesy of GetListed.org
- 24. Top Criteria forLocal Search Rankings • Address in city of user’s search • Claimed Google+ page • Proper categorization• Proper categorization • Volume of citations from data providers • User reviews • Off-site factors (i.e. inbound links)
- 25. Where to Start: GoogleMy Business Pages
- 26. What is aCitation? A citation is a mention of your business on the web, typically in the format of Name, Address, and Phone number. This is called your NAP.
- 27.
- 28. Where do citationscome from? Infogroup’s Data Compilation Process Public Company Filings Telco & Utility Information NCOA POI Compilation Merchant Submissions Government Sources U.S. Business Database Yellow Pages Content Partner Feedback Address Standardization & Hygiene Phone Verification Standardization of Elements & Duplicate Removal Quality Assurance
- 29. 201 Local SearchRanking Factors http://moz.com/local-search-ranking-factors
- 30. Conflicting Data CausesConfusion at Google Primary listing Duplicate listing
- 31. 2015 Local Search HarmfulRanking Factors
- 32. Local Search resources Greatfor: New businesses that want to build out key citations quickly. Problems: You only enter your existing info to create an account, so they miss many incorrect citations. Standardizing primary information on some of the key citation sites. Making changes across dozens of citation sites near- instantly. Adding enhanced data to some of your existing citations. citations. They sometimes create new listings on the sites leaving existing listings as duplicates. Only 30ish sites (rest are apps) $499 yearly fee When you cancel, the majority of your listings go back to the way they were. [1]
- 33.
- 34. Local Search resources •BrightLocal •Blumenthals •UBL.org – Universal Business listing•UBL.org – Universal Business listing •Whitespark.ca •Yext
- 35.
- 36.
- 37. Keys to LocalSuccess • SEO - Location Keyword In Title Tag And H1 Tag • NAP - business name, address and phone number. • Local Phone Number • Claim Your Citations• Claim Your Citations • High Quality Backlinks • Links From Local Websites • Google+ Local Page • Reviews • Mobile
- 38. Search Marketing: MeasuringSuccess with Google Analytics