Get on the Map: Local Search Optimization

Ruth Burr Client Manager Jessica Fisher Associate Client Manager May 25, 2011

Presentation Agenda About Point It

Launched in April 2002 Seattles 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

Logistics & Introductions Presentation Agenda

Being Recorded
Link to slides will be emailed later this week Ask Questions throughout

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

Presentation Agenda About Local Search

Local-Specific Queries Geolocation from Generic Queries

Google Place Search

Location Specified in Search Query
3rd Party Listing Site Results

New Google Places Listing View

Scrolling Map

Google Place Search

No Location Specified
National Results

Limited Info Google Places

Image Results

How Much Are People Searching Local?

35% of All Search Queries Contain a City, State or Zip Code.
90%

First Place People Are Looking For Local Business Info:

80% 70% 60%

50%
40% 30% 20% 10% 0% 55 & Older 35 to 54 18 to 34

Online First Offline First

Where Do Search Engines Look?

On Page Local Factors

Title tags

<title>Search Engine Marketing Services | Point It Seattle, WA</title>

Text Address

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.

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> 1-206-3741300</div>

http://microformats.org/wiki/hcard

All About Sitemaps

XML: Default sitemap Specialized Sitemaps for Google Webmaster Tools:
Video Mobile News Code Search Image Geo/KML

Making a KML Sitemap

Download bulk upload sheet from Google Places for Business: Dashboard Upload a data file Download our template

Making a KML Sitemap

Update with your info and upload to Google Earth Pro

Making a KML Sitemap

Create KML sitemap and upload to Google Webmaster Tools

Google Places
www.google.com/places
Example: Google Places Listing for Frozen Yogurt Seattle

Fisher Refrigeration

Importance of Verification
1.

2.

Google Places Metrics

Google Boost

New Bing Business Portal

Free Mobile Website w/Listing Invite Multiple Users to Manage Account Custom QR Code

Yelp

Other Listing Sites

Tips for Multiple Data Sources

Consistency, consistency, consistency
No tracking phone numbers!

Accuracy Dont be a fibber!

How to Optimize for Local Search

Local Keyword Research

www.google.com/insights
New York 2004-Present California 2004-Present

Description
Implement Keyword
Research in Descriptions Make it Readable and User-Friendly

Categories
Categories:

Profile Completeness
Fill Out Everything You Can

And You are Likely to See Impressions Improve!

Case Study CLEAR

Added: Photos Videos Testimonials Store hours Payment methods

Local Search & Mobile Phones

Impact of Mobile: 164 Million People have PCs 293 Million People have Mobile Phones

VS.

Google App
1. 2.

Customer Reviews

Accumulating Customer Reviews

Accumulating Customer Reviews

Replace This: With This:

Accumulating Customer Reviews

In Person:
Fliers and handouts Receipts Posters and placards

Online:
Email On site

Q&A