This document discusses the importance of local search engine optimization. It notes that 20-53% of desktop searches and 28-36% of mobile searches have local intent like finding nearby businesses. Mobile is overtaking desktop usage, with 25% of Google's paid clicks coming from mobile by end 2012. The document outlines Google's algorithm updates to better surface locally relevant results, including predictions, rankings, and detecting local queries and documents. It provides tips for local SEO like optimizing business listings, citations, social media, local websites, and reviews. Finally, it discusses tools like Google Places and Google+ Local for business profiles.

1. Local SEO: the importance of local
search
The landscape of local search: make
sure you can be found

2. Before it all began…
What percentage of your daily queries have local
intent?
Where is the nearest petrol station?

3. Before it all began…
What percentage of your daily queries have local
intent?
Where is the nearest pie
shop?

4. Before it all began…
What percentage of your daily queries have local
intent?
Where is the nearest cinema
that is showing
Despicable Me 2?

5. Before it all began…
How did local businesses advertise themselves
before the internet?

6. What does the search landscape look
like now?
Percentage of search queries that have local
intent:
• Google: 20% of desktop queries were related to location.
(2010)
• Microsoft: 53% Of Mobile Searches Have Local Intent (2010)
• Chitika: says that 36% of search query volume coming from
iOS devices has a local intent. 28% of Android search traffic
carries a local intent. (2012)
https://sites.google.com/a/pressatgoogle.com/googleplaces/metrics
http://searchengineland.com/more-local-searches-coming-from-ios-than-android-study-119465

7. What does the search landscape look
like now?
Mobile overtakes
desktop.
Mobile will generate
25% of all Google’s paid
search clicks in the US
by the end of 2012. -
Marin Software
http://blog.kelseygroup.com/index.php/2012/04/20/when-will-mobile-local-searches-eclipse-desktop/

9. Google Algorithm Updates
• More locally relevant predictions in
YouTube. [project codename “Suggest”] We’ve
improved the ranking for predictions in YouTube
to provide more locally relevant queries. -
2/27/12
For example, for the query [lady gaga in ] performed on
the US version of YouTube, we might predict [lady gaga
in times square], but for the same search performed on
the Indian version of YouTube, we might predict [lady
gaga in India].

10. Google Statements
• Improvements to ranking for local search
results. [launch codename “Venice”] This
update improves the triggering of Local
Universal results by relying more on the
ranking of our main search results as a signal.
- 2/27/12

11. Google Statements
• Improved local results. We launched a new
system to find results from a user’s city more
reliably. Now we’re better able to detect when
both queries and documents are local to the
user. - 2/27/12
IP address? Signed In users(browser, Google+
and mobile)? Google Server locations?

12. How to rank locally?
On-site
Social
media
Local
websites
Reviews
Local
Citations

13. How to rank locally
Content
Physical address
Postcode
Phone number
Geo information (latitude and longtitude)
Landmarks
Placeholders
Page Title
Meta Description
Header
Content
Authorship
Structured Data
Geositemap (XML and Keyhole Markup
Language)
Image
On-site

14. How to rank locally
Social
Media
Twitter
Facebook
FourSquareGoogle+
LinkedIn

15. Local Websites
Who’s who?

16. How to rank locally
Specialised Business
Directories – Toptable, etc.
Business Listings and Reviews

17. How to rank locally
Local Citations
Citations are mentions without links.
Other websites mention your business name
and address without providing a hyperlink.
Risk free and future proof.

18. Google, Local
Google Place for Business vs Google+ Local

19. Google, Local
Google+ Local – Richer Content, Socially engaging, demanding

20. Google, Local
Who’s the winner?
http://www.google.co.uk/#output=search&sclient=psy-ab&q=Taylor's+Restaurant+devon&oq=Taylor's+Restaurant+devon&gs_l=hp.3..0i22i30l2.975477.978833.0.979024.7.7.0.0.0.0.97.505.7.7.0....0.0..1c.1.20.psy-
ab.ipMkJK0H2_I&pbx=1&bav=on.2,or.r_qf.&bvm=bv.49784469%2Cd.ZWU%2Cpv.xjs.s.en_US.MpiVkF51mpA.O&fp=79a2a23189da394e&biw=1920&bih=955

21. Google, Local
Local intent query - SERP
domination

22. Google, Local
New Map – New Opportunities

23. Google, Local
New Map – New Opportunities

24. So Lo Mo
Social Local and Mobile are intertwined and
inseparable.
Bing is to power Siri in iOS7
iOS took 13% market share whilst Samsung took 30%
in the last quarter

25. Local Search
Questions time