local_search_optimization-william_leake.ppt

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local_search_optimization-william_leake.ppt

  1. 1. Local Search So What? William Leake CEO, Apogee Search [email_address]
  2. 2. most searches have local intent (eventually)
  3. 3. Online search influenced $471 billion worth of offline sales last year … versus only $136 billion in e-commerce sales (eMarketer, 2008)
  4. 4. 90% of purchases are made within 50 miles of a person's home. (Kelsey) Product research and comparison shopping happen online. But 67% of those purchases happen offline . (Accenture)
  5. 5. Three result formats: 1. Google 10-Pack 2. Authoritative Onebox 3. Integrated Map
  6. 6. 10-Pack: Google moved from three to ten results in Feb. 08.
  7. 7. Integrated Map shows as a blended result. Can expand your search results to get more info without leaving page
  8. 8. Google believes this searcher for “Austin Texas House Painting” is looking for local referrals and shows the map.
  9. 9. Google believes the searcher for “Austin Texas House PaintER” is not looking for local referrals and does not show the map. Why?
  10. 10. Local/Map Search <ul><li>Listings Connected to Specific Geographic Regions </li></ul><ul><li>Sometimes Mashed with a Mapping System </li></ul><ul><li>Register with Each Engine: </li></ul><ul><ul><li>Go to local.google.com and click “Add or Edit Your Business” </li></ul></ul><ul><ul><li>Go to listings.local.yahoo.com and follow steps </li></ul></ul><ul><ul><li>Go to local.live.com and click on “Help” in upper right corner </li></ul></ul><ul><li>Relevancy of Content is Important </li></ul><ul><li>Register All Your Addresses </li></ul>
  11. 11. Local/Map SEO <ul><li>On Page Optimization </li></ul><ul><ul><li>Include “City, State” in title tag </li></ul></ul><ul><ul><li>Add physical address to pages (footer?) </li></ul></ul><ul><ul><li>Customize by page for multiple localities </li></ul></ul><ul><li>Link Building </li></ul><ul><ul><li>Backlinks from local directories (e.g. YellowPages.com, SuperPages.com, Local.com, Localeze, Citysearch, Yelp) </li></ul></ul><ul><ul><li>Backlinks with geo targeted anchor text </li></ul></ul><ul><li>Things That May Matter for Google </li></ul><ul><ul><li>Whois Address </li></ul></ul><ul><ul><li>Proximity to city center </li></ul></ul><ul><li>Google is Cracking Down on Keyword Stuffed Company Names </li></ul>
  12. 12. Add your information to &quot;yellow pages&quot;-type websites that aggregate local data: <ul><li>SuperPages, YellowPages, Local.com </li></ul><ul><li>These sites feed other websites </li></ul>
  13. 13. The importance of reviews is growing. Not just for SEO, but for every local business. Reviews: Get Them
  14. 14. Google prefers different sources for different industries. Do your research and get reviews where Google shows they matter .
  15. 15. <ul><li>Video is easy to implement in local SEO </li></ul><ul><li>Produce once, get recurring benefits </li></ul><ul><li>Need minimal equipment, make it real </li></ul><ul><li>Many online profile listings accept video </li></ul>Don't forget video!
  16. 16. What's on the LOCAL horizon?
  17. 17. <ul><li>Algos getting better, more accurate </li></ul><ul><li>Google now asking for zip codes on some types of searches in some areas </li></ul><ul><ul><li>Paving the way for more geo-targeting in Adwords by zip? </li></ul></ul><ul><li>More and more results with local flavor </li></ul><ul><li>Take advantage of blended search results! </li></ul><ul><li>Reviews help filter the best local venues </li></ul>

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