Local Search and The Google 10 was originally presented at SMX Melbourne 2011 by Jeff Ferguson, CEO and Lead Consultant of Fang Digital Marketing (www.FangDigital.com). For more information or assistance with your own Local SEO campaigns, please feel free to reach out to Jeff and his team.

1. Local Search and the Google 10
Jeff Ferguson
CEO, Fang Digital Marketing
Board Member, SEMPO LA
Writer, DeadTreeMedia.com

2. mobro.co/JeffFerguson

3. Here, There Be Monsters

4. Don’t Fear The 10/7 Pack
• What is it?

5. Don’t Fear The 10/7 Pack
• What is it?
AdWords
10/7 Pack
AdWords
Ad Extensions

6. Don’t Fear The 10/7 Pack

7. Don’t Fear The 10/7 Pack
• What is it?
– AdWords
• Pay-per-clicks text ads, the life blood of Google
• Can be geo-targeted, but rarely are despite Google’s best efforts
– AdWords Ad Extensions
• Map Marker & AdWords with Maps
– Relatively new test in the AdWords family, ran only in San Francisco & San
Diego
– Test completed last week, Google is analyzing data for possible continuation
– Flat monthly fee based on location, etc.
– Included click and call tracking
• Traditional AdWords with an address
– A little hard to find in the AdWords interface, but worth the effort
– 7/10 Pack
• Similar to Google’s organic listings, but map related
• Google grabs this data from a variety of sources, but you can also add it
yourself via the Local Business Center
• Usually the most relevant result for a local search

8. Optimizing for the 7/10 Pack

9. Optimizing for the 7/10 Pack
• Get your own address right… everywhere
– Consistency of address across all sites & citations
– Address found on every page of your site
– No PO boxes
• Phone numbers
– Jury is out on consistency, so in the mean time, use call
tracking
– Some concern over toll free numbers
• Register with the various Local business centers
– Google's Local Business Center
– Yahoo's Local Search
– Live/BING Search Local Listing Center

10. Optimizing for the 7/10 Pack
• Citations are Local’s link building
– Local.com
– Hot Frog
– InfoUSA
– Localeze
– MerchantCircle
– Superpages
– TrueLocal
– Yell
– YellowPages.com

11. Optimizing for the 7/10 Pack
• Some little local tweaks…
– Service and/or product name in business name &
description
– City name in the business name & description
– Location close to city center
– Reviews, especially good ones (naturally)
• Jury is still out, but nice anyway…
– Photos and videos
– Coupons

12. Keep an eye out for changes
• Google is testing Local CONSTANTLY
– Check back in with your listings at least once a
month

13. Why Bother with Local?
• 20 billion searches for local information made
in 2010.
• 70% of U.S. households do some kind of
search for a local service or product on a daily
basis.
• 75% of Internet users have looked for services
and products within an area close to their
home or business.
• 55% of all Internet search engine references
are for locally sold products and services.

14. Jeff Ferguson
jeff@fangdigital.com | twitter: @countxero. @fangdigital & @dead_tree_media
THANK YOU!