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  1. 1. Local Search Optimization WebmasterWorld – Las Vegas 2008 Justin Sanger, Founder/President, LocalLaunch!
  2. 2. “ It is not just for brick-and-mortars anymore. Many Web sites have discovered the power of local targeting. This session will focus on the marketing aspects of local search.” WebmasterWorld – Las Vegas 2008
  3. 3. Local Search will influence of Trillion Dollars <ul><li>Internet will be influencing a trillion dollars of off-line, local spending by 2010/2011 (Jupiter and Forrester e-commerce/retail reports ) </li></ul><ul><li>In a recently TMP study, 60% of consumers now use the Internet as their primary information source for local business look-ups. </li></ul><ul><li>Kelsey Group reports that 70% of local consumers are using the Internet to find products and services locally. </li></ul><ul><li>As many as 2.2 billion monthly search queries in the U.S. may carry a local intent </li></ul><ul><li>Much of the related transactional activity will occur without a user/searcher ever reaching a “Website”. Justin Sanger 2008 </li></ul>
  4. 4. Everything changed with a few events…. <ul><li>Update Florida – November 2003 </li></ul><ul><li>One Box </li></ul><ul><ul><li>Ylocal in Y Serps – October 2004 </li></ul></ul><ul><ul><li>GLocal in G Serps –July 2006 </li></ul></ul><ul><li>Gmaps default on iPhone -June 2007 </li></ul>
  5. 5. Google Update Florida – November 2003 <ul><li>“ Take a look in the mirror and ask, did I really belong there?” </li></ul><ul><li>Google made its decision on authority and relevance. </li></ul><ul><li>They also made a decision, intentionally or not, how to best answer an local search query with directories/ authorities – not business websites. </li></ul><ul><ul><li>Citysearch, SuperPages, Switchboard </li></ul></ul>
  6. 6. One Box - Local in Y and G SERPs <ul><li>“ Nepotism reigns” </li></ul><ul><li>If you want to rank for local queries on G, you will have to compete against G itself. </li></ul><ul><li>Suddenly, there was a new algo to contend with that had as its components: </li></ul><ul><ul><li>Proximity </li></ul></ul><ul><ul><li>Structured content accuracy </li></ul></ul><ul><ul><li>UGC </li></ul></ul><ul><ul><li>A Local Score </li></ul></ul><ul><li>Conversion actions now took place even without a click, notwithstanding a click to a web site. </li></ul>
  7. 8. Gmaps on iPhone – July 2007 <ul><li>Mobile search finally comes to age </li></ul><ul><li>Google Maps is a default application </li></ul><ul><li>GPS and Local Search combine </li></ul><ul><ul><li>A compelling, instructional interface </li></ul></ul><ul><li>Searches now view local as an indispensible mobile utility and use it to make buying decisions. </li></ul>
  8. 9. So what does this all mean? <ul><ul><li>There are now hundreds of ways – local/social/vertical that a business can now be found locally without ever incurring a visit to a web site. </li></ul></ul><ul><ul><li>Many contain deep, comparative content, living on the web distinct from your website. </li></ul></ul><ul><ul><li>- User, Business, and Legacy generated. </li></ul></ul><ul><ul><li>Think: </li></ul></ul><ul><ul><li>Atomization ~ separate and spread. </li></ul></ul><ul><ul><li>Every piece of incremental content is a new opportunity to be found </li></ul></ul>
  9. 10. Local Search Optimization Fragmentation City.com San Francisco.com Boston.com Pure Local Search Engines Yahoo Local, Google Local Local.com, CitySearch.com SEs and Local Paid Search Adwords Local Targeting Panama Local Sponsored MSN AD Center IYPs DexKnows.com YellowPages.com Superpages.com Local Shopping ShopLocal Krillion Destination Vertical Search HouseValues.com Cars.com Online Classifieds Google Base Oodle.com Craig’s List Local Media Sites Chicago Tribune MetroMix.com OC Register Social Networking Yahoo 2.0, Insider Pages Judy’s Book, Yelp
  10. 11. Local Search Optimization Pyramid of Success Base Data Business Profiles Local Score Google References UGC and Social Authoritative Coattails Deep Vertical and Local Link Structures
  11. 12. Google Local’s Overview, Details, Reviews, Web Pages
  12. 13. Manipulating the SERPs with Local data
  13. 15. Today, winning in local is about: <ul><li>Proving and optimizing locality </li></ul><ul><li>Cleansing and augmenting base and business data </li></ul><ul><li>Understanding who the authorities are </li></ul><ul><li>Influencing social constructs and managing reputation </li></ul><ul><ul><li>Today, local search is about </li></ul></ul><ul><ul><ul><li>atomization . </li></ul></ul></ul>