Post on 03-Sep-2014
description
transcript
Formic Media Seminar Series:Going Places with Google
Around since 1981 Reaches over 20,000 people around Oregon Publishes 100 Best Companies to Work for in Oregon Provides readers with insight into News, features & analysis from around Oregon Newest innovations from all sectors Interviews with CEOs on how to succeed
Get Your Free Subscription Use code FORMIC
Oregon Business
Upcoming Seminars
April 13th – Google Analytics May 11th – Elements of Sales Success June 8th – Website Clinic
Agenda Local Search Overview Factors Affecting Local SEO Local SEO Optimization Tips Local Social Local Advertising
Local SEO Overview
Local SEO Overview Why is Local SEO so important? Roughly 20% of all searches have local intent June 2010
Google = 10.1 billion searches Yahoo = 2.9 billion Bing = 1.9 billion Total of Big 3 = 14.9 billion searches
2,980,000,000 searches had local intent!
Local SEO Overview So what, what does that mean for me? 50 million Google Place pages globally Only 4 million have been claimed globally
2 million in the US (out of roughly 25 million in the US)
Huge Potential and Opportunity!
Local SEO Overview
Local SEO Overview
Local SEO Overview
Requires a different mindset than traditional SEO Organic SEO is about optimizing websites/off-site
factors Local SEO is about optimizing locations Local search has its own set of ranking factors
Local SEO Overview
Traditional SEO Ranking algo consists of on-site SEO and off-site (i.e.
inbound links) ranking factors
On-Site Ranking Factors (Title/Meta/etc)
Off-Site Ranking Factors (links)
Local SEO Overview
Local SEO Many more properties to be concerned with
Top Five Positive Factors Affecting Local SEO
Claiming Your Place Page Verify your listing as the owner of the business
http://www.places.google.com/business
Claiming: Enter business info. Verify your listing.
Business Address Matches City of Search The only time this doesn’t matter is when there are
not enough results to satisfy the search Although it appears that distance to the centroid matters
less, there is still a border around the city that matters
Associate Place Page with Proper Categories Provide at least one category for your business
Categories should say what your business is (e.g. Restaurant), not on what it does (e.g. Cook Food) or things it sells (e.g. Draper Valley Free Range Chicken). This information can be added in your description or as custom attributes.
Categories should not contain location-based information. Only one category per entry field – don’t try to stuff the fields
Reviews Google places a huge focus on reviews – listing them
in multiple locations
Off Page / Off Listing Criteria Make sure you have consistent information across all
listings
Having a properly optimized, well-built site should be at the center of all online marketing efforts
Top Five Negative Factors Affecting Local SEO
Multiple Listings with the Same Phone Number Make sure all listings are consolidated into one,
optimized local listing
Google uses this as a way to control spam
Even if running multiple businesses from the same phone number you need to define a distinct local area code number for each business
Not Showing Address Google will bury you in the listings – only showing
business name specific searches
If you don’t want to be found why are you optimizing a local listing page in the first place?
Multiple Listings with Same Address Becomes an issue with offices & business located in
the same building
Suite numbers help
Can lead to unwanted merged listings, swapped reviews and the diversion of listing power
Listing PO Box Instead of Physical Address
Too easy to game the system without having a physical address in additional territories
Multiple Pages with Same Business Title Easier to avoid for small business – more difficult for
chains Google will not allow one business to dominate all
results
Local Optimization Tips
Local Search Strategy & Optimization
Important Elements to Ranking in the “7 Pack”: Claim your local listing
Ensure that your company does not have duplicate listings
Ensure that your listing is properly categorized Include keywords in the local listing Title Proximity of the business to the city center
Google Places service areas Complete local business listing profile
Number of citations
Claim Your Local Listing
Trust is a huge signal for Google Only 2MM claimed in U.S. so far http://www.google.com/places No duplicate listings! Do the same at Yahoo (listings.local.yahoo.com) And the same at Bing
(ssl.bing.com/listings/BusinessSearch.aspx)
Claim Your Local Listing
Claiming:
Enter business info. Verify your listing.
Include Keywords in your Title
Add Keywords to your Title:
These will be bolded in results. Help to increase CTR, similar to PPC
advertising.
Categorize Your Listing
Add Relevancy Factors:
Search Engines use categories to help define your business accurately.
Proximity to City Center
Proximity:
Having an address in the city and close to the city center helps with local ranking.
Importance is determined by competition.
Service Areas & Home Based Businesses
Add Service Areas:
Extremely helpful for home based businesses. Good for businesses that serve specific areas.
Complete your Local Listing Profile
Add Profile Content:
Reviews Photos Videos Coupons
Off-site Optimization: Get Citations!
Key Citation Sources:
Yellowpages.com Superpages.com GetFave.com Hotfrog.com Local.botw.org Citysearch.com InsiderPages.com CityVoter.com Judysbook.com Kudzu.com ShopInCities.com
Off-site Optimization: Get Links!Submit to Free and/or Paid directoriesAdd & verify business information with local Data Providers
Off-site Optimization: UBL
Universal Business Listing (UBL) Services
Off-site Optimization: UBL
Universal Business Listing (UBL) Reporting
Off-site Optimization: hcard
Rich snippets and hcard formatting on your website
<div class="vcard"> <div class="adr"> <h2>Contact</h2> <div class="street-address">300 NE Failing St.</div> <span class="locality">Portland</span>, <abbr class="region" title="Oregon">OR</abbr> <span class="postal-code">97212</span> </div> <div class="tel"> <span class="type">Work</span> +1-503-517-9059 x122 </div> <div class="tel"> <span class="type">Fax</span> +1-503-517-9068 </div> <div>Email: <span class="email">info@formicmedia.com</span></div> </div>
Off-site Optimization: embedding a map
Copy the Link code from your Google maps listing(note it will generate exactly how you are viewing it, ie. zoom %, business clicked, etc.) Then simply paste it into your websites code.
Reviews & Social
Google HotPot, Place Search, Foursquare
Why Are Reviews Important?
Why Are Reviews Important?
Why Are Reviews Important?
Where to Get Reviews
Where to Get Reviews
Where to Get ReviewsServices
Yelp
City Search
ePinions
Where to Get ReviewsProducts
BizRate
Buzz Millions
ePinions
Responding to Positive Reviews
When you get a rave review: Be gracious and humble Make sure you let them know that you appreciate the kind
review Consider rewarding comments with discounts or promos
Responding to Negative Reviews
Respond when: You know your company is in the wrong A review is misstating facts The reviewer is justifiably upset
How to Respond: Be honest – if your company is in the wrong, admit it Be calm and friendly Figure out a way to make amends and direct them to a
contact that can help offline.
Google HotPot
Geo-Social Tools
• Geo-social tools can count as Citations.• Claim and optimize your business!• Encourage full participation!
Local Advertising
Pay-per-Click (PPC), Google Boost, Facebook
PPC: Google AdWords
Sponsored Ads (PPC)
PPC: Google AdWords
PPC: Google AdWords
AdWords Location Extensions
PPC: Google AdWords
Google Boost
PPC Pin is RED
Google Boost
Local AdvertisingGoogle Boost
Google Boost
Google Boost
Google Boost
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Questions?
Contact:John McPhee
www.formicmedia.com503-517-9059 x122| johnm@formicmedia.com