- Local search is an important focus as 20% of searches relate to location and key players like Google own most of the search market.
- Websites are essential for local businesses to be accessible online and on mobile. They should be optimized for local search ranking factors like relevant content and positive reviews.
- Google Places allows businesses to claim and update their listing for local search results and offers tools to engage customers. Checking listings on other local review sites is also important.
- Mobile browsing is increasing so local businesses need a mobile-optimized website and presence to reach customers searching on their phones.
5. Agenda Local search overview Websites for local businesses Search engines: Optimization for local businesses How to increase your ranking in local results Google places overview Social tactics for local traffic Mobile and local search Where to start
6. 20% of search is related to a locationSource: Google Significant shift in focus to local by key players Google owns 66% of U.S. search marketSource: ComScore Why is local search important? Local Search Overview
13. This month This year More than two years ago Not since it was built I don’t have a website When did you last update/improve your website? Text, Images, blog, etc. Poll Question
14. Should reflect the quality of your product/service Two audiences: Looking for much of the same thing in slightly different ways Web Design & Content Websites for Local Businesses
19. Definition: The process of improving the visibility of a website or a web page in search engines via the “organic" or un-paid search results. Search Engine Optimization Search Engine Optimization Defined Local ORGANIC
20. Meta Data & Tags Search Engine Optimization Title Tag Meta Description Title Tag Title Tag: Descriptive, keyword-rich, not generic, Should be unique page to page Meta Description: Often produces the snippet keyword rich, should differ page to page Keywords: Match to search queries Title Tag Meta Description Meta Keywords
34. Creating Your Google Place: Google.com/places ShowAddress? Address Web Info Hours Descript. Category Service/ destination
35. Creating Your Google Place Payment Info Photos X / 10 Get a Google account Create & validate your listing Manage & change your listing at anytime! Videos X / 5
36. Grow Brand Awareness Deal-a-day offers Build awareness & get customers $ = loss Social check-in Build awareness engage customers Social Tactics for Local Traffic
39. Popularity of local search applications is increasing Bing, Google, Yahoo, Facebook, Twitter Mobile browsing increasing w/ smart phone adoption 8 - 10% of all search queries are via mobile (RBC) 53% of mobile searches have a local intent (Microsoft) Mobile visitors likely to buy sooner 1 hour vs. 1 week (Microsoft) Mobile & Local Search Mobile Search
40. Quick load & display mobile optimized images Easy navigation abridged version of full site Relevant content Key info: address, tel. # and product information Mobile websites: What matters? Mobile Search
50. Questions? Presentation will be available on slideshare.net/deluxecorp Learn more at www.deluxe.com and www.aplus.net Thank you for your participation! Questions