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Get on the Map: Local Search Optimization
- 1. Get on the Map: Local Search Optimization Ruth Burr – Client Manager Jessica Fisher – Associate Client Manager May 25, 2011
- 2. Presentation Agenda About Point It • Launched in April 2002 • Seattle’s largest independent search marketing firm • PPC & SEO • $30 MM in managed media/yr • 40+ yrs of SEM experience • Servicing clients across all verticals and revenue models
- 3. Logistics & Introductions Presentation Agenda • Being Recorded • Link to slides will be emailed later this week • Ask Questions throughout
- 4. Agenda • What is local search? • Where do search engines look for local data? • How to optimize your local accounts • Advanced tactics for local • Local search & mobile phones • Accumulating customer reviews • Q&A
- 5. Presentation Agenda About Local Search Local-Specific Queries Geolocation from Generic Queries 5
- 6. Google Place Search Location Specified in Search Query 3rd Party Listing Site Results New Google Places Listing View Scrolling Map
- 7. Google Place Search No Location Specified National Results Limited Info Google Places Image Results
- 8. How Much Are People Searching Local? • 35% of All Search Queries Contain a City, State or Zip Code. 90% 80% •First Place 70% People Are 60% Looking For 50% Online First Offline First Local 40% Business 30% 20% Info: 10% 0% 55 & Older 35 to 54 18 to 34
- 9. Where Do Search Engines Look?
- 10. On Page Local Factors • Title tags <title>Search Engine Marketing Services | Point It - Seattle, WA</title> • Text Address
- 11. hCard Microformat • Specific HTML code that says “here is an address” • Notifies bots/spiders of each piece of address information • Eliminates data confusion caused by inconsistencies in formatting (Street/st, Suite/Unit/#, etc.
- 12. Address MicroFormat <div id="contact" class="vcard"> <br><h1 style="margin-bottom:0;" class="fn org">Point It Inc.</h1> <div class="adr"> <div class="street-address">3131 Western Ave<br> Suite 428</div> <span class="locality">Seattle</span>, <abbr class="region" title="Washington">WA</abbr> <span class="postal-code">98121</span> </div> </div> <div class="tel">1-888-33-POINT (76468)</div> <div class="tel"> <span class="type">FAX</span> 1-206-374- 1300</div> • http://microformats.org/wiki/hcard
- 13. All About Sitemaps • XML: Default sitemap • Specialized Sitemaps for Google Webmaster Tools: – Video – Mobile – News – Code Search – Image – Geo/KML
- 14. Making a KML Sitemap Download bulk upload sheet from Google Places for Business: Dashboard Upload a data file Download our template
- 15. Making a KML Sitemap Update with your info and upload to Google Earth Pro
- 16. Making a KML Sitemap Create KML sitemap and upload to Google Webmaster Tools
- 17. Google Places www.google.com/places Example: Google Places Listing for “Frozen Yogurt Seattle”
- 21. Google Boost
- 22. New Bing Business Portal • Free Mobile Website w/Listing • Invite Multiple Users to Manage Account • Custom QR Code
- 23. Yelp
- 25. Tips for Multiple Data Sources • Consistency, consistency, consistency – No tracking phone numbers! • Accuracy • Don’t be a fibber!
- 26. How to Optimize for Local Search
- 27. Local Keyword Research www.google.com/insights New York 2004-Present California 2004-Present
- 28. Description • Implement Keyword Research in Descriptions • Make it Readable and User-Friendly
- 30. Profile Completeness Fill Out Everything You Can… And You are Likely to See Impressions Improve!
- 31. Case Study – CLEAR® Added: • Photos • Videos • Testimonials • Store hours • Payment methods
- 32. Local Search & Mobile Phones Impact of Mobile: • 164 Million People have PCs • 293 Million People have Mobile Phones VS.
- 33. Google App 1. 2.
- 34. Customer Reviews
- 36. Accumulating Customer Reviews Replace This: With This:
- 37. Accumulating Customer Reviews • In Person: – Fliers and handouts – Receipts – Posters and placards • Online: – Email – On site
- 38. Q&A