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Winning Local Search with Data
- 1. Presented by David Minchala for New York SearchLove Conference
- 2. Me Local SEO + Agency SEO + Corporate + Startup More about me
- 3. Disclaimer This is: This is NOT: My observations & Yodle’s search strategy opinions Yodle’s view on search Based on my experience Yodle’s interpretation of over 4 years in local the data presented here My interpretation of all data points (Sorry, Rand…)
- 5. Different Rules Local Algorithm Broad Algorithm http://www.seomoz.org/article/search-ranking-factors http://www.davidmihm.com/local-search-ranking-factors.shtml
- 7. Versus
- 9. Tracking (direct) / mom’s bridge club
- 10. Where (else) the Action Is
- 11. Where (else) the Action Is 35% of Adults own a smartphone Source: Pew Internet
- 12. Where (else) the Action Is 58% of them use Maps, foursquare, Yelp etc. Source: Pew Internet
- 13. Where (else) the Action Is 90% search for local info; 87% of those take action. Source: The Smartphone User & The Mobile Marketer
- 14. Your customers don’t have to visit your website to call you or find out where you are.
- 15. Data ? http://www.google.com/insights/search/#q=divorce%20lawyer&geo=US&date=1%2F2007%2012m&cmpt=q Remember this? http://www.seomoz.org/blog/whoa-can-query-volume- directly-influence-rankings
- 17. More Content! You != Demand Media Selling a service, not CPM
- 18. Stumble and Fall A service page != Compelling linkbait, traffic generator No link value, no qualified traffic
- 19. Video Branding & conversion Search visibility
- 22. What about… The long tail? Universal search? Domain authority?
- 23. Decision time
- 24. Your Playing Field 10,000 keywords SERP Type Head and mid-long tail All geo-modified Monitored over 3-month period Local* Organic Map Pack or Blended SERP 85% of the time
- 25. Is organic your #1 priority? Should it be?
- 27. Essential Research: What makes the client money? What’s their customer’s financial commitment? What are the implications?
- 28. HVAC Example Top priorities for • Seasonal target Keywords A/C Installs, Service • Business & Residential Two types of Contracts citations/links to build Give something for • Longer sale cycle free High $ Avg. Cost • Potentially price- for Customers sensitive Reviews, testimoni consumer base als, comparisons best bet for content
- 29. Keyword Research Filters: Best customer? (High value Modifiers) Worst customer? (Avoid/Remove) Typical customer? (High volume Modifiers) Personas are helpful here, too.
- 30. Local Demand Find it:
- 31. Local Demand Cross-check it: “mechanic”
- 32. Where Am I Now? Google: Search by name, then address, then phone Factual: Where is NAP not standardized?
- 34. Where Are My Competitors? Local Search Toolkit:
- 35. Go Get „em! American Fact Finder Local Search Toolkit Factual Whitespark SEO Tools Plugin
- 37. Thank you!
Hinweis der Redaktion
- In 50s, so much advancement goin on in tech that we thought since we mastered aviation and production vehicles, average person thought we’d have flyin cars in no timeNaïve – diff verts, diff funding, diff applications and contexts
- In 50s, so much advancement goin on in tech that we thought since we mastered aviation and production vehicles, we’d have flyin cars in no timeNaïve – diff verts, diff funding, diff applications and contexts
- A sampling of the wealth of tools. Not counting extensions built for google docs & excel
- Honorable mention to bright local which is still in beta – built review widget (nice idea, doesn’t solve a problem)
- Specialized like open table – other ex is RepairPalNot gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
- Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
- Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
- Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
- Remove days axis?
- Mention noindex test – blended likely ranked by local algo & resides on local index
- With only 15% of SERPs, should competing for regular organic shelf space be #1 priority? Traditional linkbuilding less val. Also? Can get great links from same places that also give valuable citations. Efficiency ftw.85% local or blended – universal not really a factor. Make vids to close sales or brand self, not earn SERP shelf space.Should every SMB obsess over longtail? I think its case by case:Lawyer for slip and fall case involving property holding co and properting management co broken hip near nyc (potentially worth millions)Auto mechanic car inspection open late 10312 (worth about ~$45)