The state of search is constantly evolving. This creates both opportunities and challenges for local businesses, whether you're a large franchise or a small business. This is the set of slides presented in Ottawa at our Web Marketing Wednesday event. Follow our #wmwott hashtag.

1. The State of L cal Search
Jackson Lo
SEO & Social Media Consultant
Twitter: @jackson_lo
LinkedIn: linkedin.com/in/jacksonlo
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2. Who is Cardinal Path?
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3. What is Local Search?
online consumers looking for local
businesses by searching with
“keyword” + location phrases
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4. Sleep on the facts…
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6. Why Local?
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7. 20% 40%
Source: http://blog.kelseygroup.com/index.php/2011/05/25/20-of-google-searches-are-local-40-on-mobile/
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8. Mobile search is growing...
Sources: comScore, Google
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9. ... So are sales!
iPhone is the real winner! Are
you optimized for a mobile?
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10. A bit of history…
Google Places
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11. The ancient times...
7-pack results in
Google.ca search for
“ottawa lawn care”
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12. Today...
Paid results expanded
with local info
(labelled with #)
Map scrolls as you
scroll down the SERP
Preview pane of
Google Places page;
photos, details, hours,
bus routes
Local results mixed in with
normal organic results
Grey pins
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13. Even branded search…
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14. Not ranking locally?
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15. Google might not find you because...
• New business
• No local signal
• No SEO / done incorrectly
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16. Why do we study it?
• Improve rankings
• Google’s results are complex
• Continuous changes/improvements to local results
but MORE IMPORTANTLY...
More phone calls, more customers, more business!
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17. Who cares?
• Locksmiths
• Bail bonds
• Movers
• Carpet cleaners
• Towing/auto repair
• Restaurants
• Gas stations
• Shopping
• Auto repair/dealers/rentals
• Fast food
• Cafes/coffee shops
• Travel & lodging
• Health & medical
• Bars & clubs
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18. 5 Tips on Optimizing your
Local Presence
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19. Tip #1 – Consistent NAP
• Name
• Address
• Phone number
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20. Tip #2 – Places Page Address on Website
Microdata provides Search
Engines with more
information about the content
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21. Tip #3 – Get your business cited
Use a tool like Whitespark Local
Citation Finder to help you
discover opportunities.
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22. Tip #4 – On Page SEO
• <title>
• <meta description>
• Headings <h1>
• Image ALT text
• Body text
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23. Tip #5 – Inbound Links
• Link building
– Blogging, Whitepapers, Press Release
• Bonus: Social / Local Presence
– Facebook, Foursquare, Google+ Business Page
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24. Track Your Results
Identify winning
keywords.
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25. Additional Readings
http://www.davidmihm.com/local-search-ranking-factors.shtml
http://getlisted.org/
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26. TWEET ME YOUR QUESTIONS!
@jackson_lo or @cardinalpath
#wmwott
jlo@cardinalpath.com
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