Local search refers to searches made with the intent of finding a local business or service within a geographic location. It is estimated that 30-40% of all searches are for local information. It is important for businesses to claim and optimize their listings on search engines like Google, Yahoo, and Bing to show up in local search results. The document provides tips for businesses on how to create and enhance their listings, including adding details like the address, phone number, categories, hours, images, videos, and coupons. It also discusses factors that can influence local search rankings like citations and customer reviews.

1. Local SearchLiz HamiltonMaia Internet Consultingcreated for The Unjob FairMay 1, 2010

2. Defining Local Search? Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Searching for something (what) in some place (where).Seeking information online with the intention of making a transaction offline – Greg Sterling.Essentially, anything you would normally look in the phone book for, you now search for online.

3. Why is Local Search so Important?It is estimated that 30%-40% of all searches are made with local intent. Online search influenced $471 billion worth of offline sales last year vs. only $136 billion in e-commerce sales (e-Marketer, 2008)Yellow page users are moving to online searchesMobile network providers such as T-Mobile, Verizon etc agree that Local Search results are logical results for mobile devices.

4. What to do with your Old Yellow Page Books

5. So where are people finding Local Businesses?

6. Google Local is now Google Places

7. Google PlacesGoogle believes this searcher is looking for local referrals and shows the map. The map shows the most relevant search results with map markers and text links to each of the listings.Google displays 7 listings in the results.Information Reviews

8. Phone number

9. Web Address

10. Link to more details in the Google Directory.Local results area

11. Yahoo LocalReleased in May 2007Now offering the ability to search by menu itemsSpeculation that it will expand this search to brands.Info:Physical business address

12. Phone Number

13. Email address

14. Description of Business Offering

15. Opening TimesBing local searchFormerly Live Search, Windows Search & MSN Search.Slogan “Bing & Decide”Local InfoBusiness name

16. Address

17. Phone

18. Hours

19. Descriptions

20. Links to company websiteSo where does Local Info come from?From local business centersFrom business information aggregators

21. Also from ….Your WebsiteTrade AssociationsBetter Business BureauLocal Chamber of CommerceLocal Business DirectoryLocal City GuidesLocal NewspapersIndustry Specific Vertical DirectoriesLocally focused powerhouses such as CitySearch

22. Making sure your site is local search friendlyAdd your address, phone, and zip code to every page of your website, without exception.Have your webmaster use standard hcard & vcard formatting on your site – this is simply standardized code to search engines what the content is about for example:<div class="street-address">P.O. Box 1336</div>

23. Location of officeIssuesI have a home office and don’t want people to know my address.P.O. BoxesMail Box Etc Another business addressI want to show in another location.I have more than one location

24. Top 5 Factors that Likely influence Local Listing placementThe survey says…LBL address in the City of search.Citations from Major Data Providers.Association of proper LBL categories.Claiming your listing.Product/Service keywords in LBL title.http://www.davidmihm.com/local-search-ranking-factors.shtml

25. Top 5 Negative FactorsThe survey says…Use of (800) number in LBL.Multiple addresses on the contact page.Negative Customer Ratings.Exclusive use of 800 number on contact page.Multiple LBL with same business name.

26. Ok, great how do I get listed? 1. Go to http://maps.google.com/

27. Search for your Business2. Search for your business name, phone, or address – are you listed?

28. Yes, I am listed! 3a. Click on Edit to ‘Claim your listing’

29. No, I am not listed 3b. Click on Put your business on Google Maps

30. When you ARE listed you will be taken to the Add, Edit or Suspend Listing area

31. Complete your Listing

32. Submit & Verify

33. Information to have on Hand Standard information such as business name, address, phone number, email address and web address.A short description of your business – 200 characters max.Categories your business falls under, such as Web Design, Internet Marketing.Hours of operation & types of payments accepted.10 images5 videosCouponsAny special information you want to convey such as Parking available? Specialty Products?