Location is important for search marketing in multiple ways. Local search can refer to location-based services, geo-location opportunities through mobile, or localizing content for international audiences. Mobile users frequently search for local information, with many contacting local businesses directly. While local services are most directly impacted, all companies can benefit from emphasizing their real-world presence. International localization requires understanding local cultural nuances. Local search also influences natural and paid search results through reviews, ratings and maps integration.

1. Location, Location, Location – the basics and creative routesJenny Simpson, Head of PR & Content, Stickyeyes

2. Who are Stickyeyes? Experience14 years of Search Marketing ExperienceUK’s most progressive and 6thlargest search agency Unique data driven approach using our own innovative technologyResource£14m+ Annual TurnoverTeam of 65 people in houseEntire off-site SEO team working in-houseIn-house experience across a side range of verticalsTrack RecordOver 400+ #1 rankings in a single year on Google.co.ukNumerous top ranking terms across Europe & USConsistently increase sales volumes via SEO and PPC below target Cost Per Sale

3. Who we work withA total of 55 clients working across 18 verticals including retail, travel, and many more, delivering results in highly competitive areas including retail, finance and gaming.

4. So, what do we mean by Local?Promoting location-based services

5. Exploiting geo-location opportunities, especially through Mobile

6. Localisation for international audiences

7. Using localisation within creative routes – aligning with PR and Social MediaMultiple customer touch points increase Local’s importance:Google says users searched 18 times, on average, before booking in 2010PPC/Organic SEOInfo/AppsReviews / Blogs

8. Search in 2011: Requires richer content, no cheating!VINCECAFFEINEPANDASearch Engine volatility across key verticals. Source: Stickyeyes

9. Mobile use is a gamechanger:95% of smartphone users have searched for Local information

10. 77% have contacted a business, with 61% calling and 59% visiting the local business

11. Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchaseSource: Google

12. Even if you aren’t selling local services, prove you are real… … are you a web only retailer competing with big brands with a bricks and mortar presence?http://www.mobileshop.com – one of the biggest losers in the Panda updateRevealing Google Maps results…

13. Local effects natural and paid searchReviews and ratings are influencing customers even before clicking throughRatingsReviews

14. New in Local…Google are now offering FREE photography of interiors Think Google Streetview for hotel interiors!Imagine the power of that on search results…

15. But, what does Local really mean…Let’s start with: Stickyeyes is a Leeds-based search marketing agency Being in Leeds tells you that we are also in…YorkshireNorth of EnglandUKEuropeLocal can cover a big area…

16. What is Local to you?Are your local assumptions correct?

17. International Localisation: Don’t be lost in translation…

18. International Localisation: Don’t be lost in translation…Après-ski? Relaxing times, a meal or time in the sauna

19. International Localisation: Don’t be lost in translation…Après-ski? Get the drinks in after a day on the slopes!

20. International Localisation: Don’t be lost in translation…Après-ski? Basically – just drinking in the mountains!

21. It’s not just functionality – Local can drive PR campaignsWith some extra creativity and a Local angle, this charity campaign became…

22. It’s not just functionality – Local can drive PR and Social Media campaigns – promoting you across touch points…an Award-Winning campaignThe 1stFourSquare check in at the North Pole