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The Complicated World of Local Search
The document discusses the complicated local search ecosystem and provides tips for optimizing local search marketing. It notes that the ecosystem is fragmented and requires optimizing across multiple channels. Key aspects discussed include the importance of mobile, local app rankings, Google algorithm updates, structured data, citations, reviews, social proof, and experimentation. The takeaways are that local businesses should treat physical stores as entities, optimize non-traditional discovery methods, and focus on customers to drive search engine visibility.
The Complicated World of Local Search
- 1. The Complicated Worldof Local Search Dan Leibson @danleibson SEO Manager Relevant Ads 1
- 2. Reasons You ShouldBelong to SEMPO • Expand Your Knowledge • Engage With Industry Leaders • Maximize Your Career Growth • Grow Your Business • Save Money
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- 5. A Framework forThinking About the Local Search Ecosystem Words and sentences must, by necessity, come only one at a time in linear, logical order. Systems happen all at once. They are connected not just in one direction, but in many directions simultaneously. To discuss them properly, it is necessary somehow to use a language that shares some of the same properties as the phenomena under discussion. • Donella H. Meadows – Thinking in Systems 5
- 6. Overview • The localsearch ecosystem is fragmented • You must work hard to optimize multiple channels to fully leverage the value of local • Staying on top of trends and implementing processes that help you through a rapid development cycle is key 6
- 7. The Local SearchEcosystem is Complicated 7 Source: getlisted.org
- 8. The Mobile FirstUser 8 Source: ThinkInsights via Will Critchlow
- 9. Mobile Apps 9 Source: comScore-Localeze-15milevia Greg Sterling
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- 12. Non-Localized Organic SERP 12 Source:Mike Ramsey via Moz
- 13. Localized Organic SERP 13 Source:Mike Ramsey via Moz
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- 15. Panda Had aMajor Impact on Local Search 15 Source: http://www.localseoguide.com/what-happened-to-citysearchs-business/
- 16. Unique Opportunity 16 Growth islow, relevance is high. Regardless of professional or industry growth, Google is aggressively moving towards localization.
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- 18. Time to GetDown and Dirty 18 Source: Flickr
- 19. Local Search RankingFactors: 2013 19 Place Page Signals (incl. proximity) Citation Signals On-Page Signals Link Signals Review Signals Social Signals Behavioral / Mobile Signals Personalization 19.6 16.0 18.8 14.4 10.3 6.3 6.1 8.3 Source: David Mihm – MozCon 2013
- 20. Semantic and EntityBased Local Strategy 20 BRAND WEBSITE LOCATION Store Locator, KML, Site Architecture Google Places For Business Google Plus Authorship, Publisher Source: David Mihm – MozCon 2013
- 21. Make Sure YourData is Correct Here 21
- 22. The Local SearchEcosystem is Complicated 22
- 23. Use Structured Datato Get Ahead 23 Open graph 36.9% schema.org 9.9% G+ publisher 7.1% G+ author 2.2% Markup Type Percent of URLs Source: Matt Brown
- 24. Time To TalkAbout REI 24
- 25. REI REI REIREI REI REI 25
- 26. Who Doesn’t Wanta SERP like this? 26
- 27. It’s Working… Term Local(Pack) Local Monthly Volume sporting goods 2 3,350,000 sports store 2 450,000 sporting equipment store 3 33,100 camping gear 1 & 4 90,500 camping equipment 1 90,500 hiking 1 1,830,000 hiking gear 1 & 2 271,000 mountain gear 1 49,500 sports store 2 450,000 27
- 28. What is theCompetition Doing? 28
- 29. What Aren’t TheyDoing? 29
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- 33. Not (Just) Vanity 33 Source:http://moz.com/blog/google-author-photos
- 34. Magna Carta HolyGrail 34
- 35. Measure Your SchemaExperiments 35 Source: http://searchengineland.com/measuring-the-effect-of- semantic-markup-on-your-search-traffic-164736
- 36. Most Google Places/+Local Pages are Bad! 36
- 37. Do This forEven Better Rankings 37 Source: http://niftymarketing.com/optimal-local-landing-page-infographic/
- 38. Want to RankHere? 38 Source: Flickr
- 39. Distribute Data Here 39 IT’SFREE!!!!!!
- 40. Read Up onIt • http://blog.programmableweb.com/2013/07/10/factu al-helps-app-developers-personalize-the-mobile- experience/ • http://www.internetretailer.com/2013/07/09/factual- launches-location-data-driven-products-mobile-apps • http://www.factual.com/products 40
- 41. Get Reviews onThese! • Google Places • Yahoo Local • Bing Local • Yelp.com • Superpages.com • Yellowpages.com • Yellowbook.com • Urbanspoon.com • Foursquare.com 41
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- 43. Here’s how • Step1 - http://www.whitespark.ca/review-handout- generator/ • Step 2 - http://www.localvisibilitysystem.com/products/google -review-handout/ • Step 3 – REVIEWS!!! 43
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- 45. Use it inan outreach email 45 Be careful to watch your review velocity! http://localvox.com/how-to-avoid-the-yelp-review- filter-and-get-more-positive-reviews/
- 46. What to dowith Filtered Reviews? 46
- 47. Remember, These AreNot Indexed! 47
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- 49. Want Even MoreLocation Goodness on your Website? 49 Make One Here: http://www.geositemapgenerator.com/
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- 51. Your Analytics areNow Borked 51 http://blog.autorevo.com/2013/06/no-non-branded-keyword-traffic-in-local-carousel/
- 52. Solution! 52 Get It Here- http://bit.ly/17tmvjt
- 53. Data Normalization • Step1 – Get SEO Tools for Excel • Step 2 – Access you Google Analytics Account • Step 3 – Get the number of business name + city searches for each month of 2012 (or as much from before carousel as you can) • Step 4 – Average them out • Step 5 – Determine rate of growth • Step 6 – Add rate of growth number to monthly average (remember to keep a running total) • Step 7 - Subtract # in Step 6 from the Report 53
- 54. A/B Image Testing! 54 Source:http://bit.ly/1cj9wSh
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- 56. New Google MapsUI 56 Source: http://bit.ly/12VLk7J
- 57. Google Maps vs.Apple Maps
- 59. But Not SoFast… Source: http://bit.ly/PIZy5h
- 60. Apple Maps GetsData Here 60 Read more here: http://applemapsmarketing.com/
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- 63. Want to RankHere? 63
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- 66. How Do YouKeep Up With This? • Use an RSS reader to develop a reading list • Follow people on Twitter • Read The Lean Startup • Watch This Video: http://moz.com/blog/agile- marketing-whiteboard-friday • EXPERIMENT/RESEARCH!!!!!! 66
- 67. Takeaways • Brick andmortar stores are entities, treat them as such • Don’t ignore non-traditional mediums for local discovery • Focus on users/customers and search engines will follow 67
- 69. Thank You! Website: http://www.relevantads.com Twitter:@danleibson Email: dleibson@relevantads.com 69