Post on 29-Aug-2014
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Local Search Rankings
Presented by:Kristopher B. Jones
Chairman, Internet Marketing Ninjas
About me
1999 – 2009Pepperjam Full Service Internet Marketing / Affiliate Network
2009 – 2011Pepperjam acquired by GSI Commerce in 2009; eBay in 2011. Pepperjam Network powers over 1,500 internet retailers, including Babies R Us, Toys R Us, and the NFL.
2008, 2010Over 50,000 sold
2010 – 2012Found KBJ Capital in 2010; Invested in 12 early stage technology companies, including ReferLocal.com where I’m CEO. Joined Internet Marketing Ninjas as Chairman in 2012.
Ways to Get Ranked Locally• Your Web site (Organic / PPC)• Your Google Places / + Local page• Social Media sites (LinkedIn / Twitter)• YouTube and other Video sites• Directories (Yelp / Merchant Circle)• Local Commerce Sites (Groupon,
Living Social & ReferLocal)• Yahoo / Bing
Blended / Integrated Search
Optimize Your Google Places / + Page
Google + Local Ranking Factors
• Physical Address in City of Search• Distance of your business to the center-
point (centroid) of the user’s search.• Level of engagement on page, including
reviews and interaction w/ pictures & maps• Product / service / location keyword in
business title• Local area code on Page• Age of Page
Review Ranking FactorsWith Google’s acquisition of Zagat…reviews are becoming increasingly important
• Quantity / velocity of native Google Reviews• Ratings – likely more important with recent
changes to remove 1-5 and auto-score• Product / service keywords in reviews• Quantity / velocity of third-party reviews
(Yelp, Foursquare)• Location Keywords in Reviews• Authority / Reputation of Reviewers
Google + Local Optimization Tips
• (Physically) verify your Google Page• Improve / expand category associations• Add a local # to your listing (no 800’s)• Encourage patrons to write reviews• Upload lots of images (think action, fun)• Make sure address / contact info is
accurate on Page and across the Web• Optimize page with best practices SEO
Optimize Your Web site for Local Search Results
On-site Ranking Factors• Domain authority of Web site• City, State in Places Landing Page Title• HTML NAP Matching Place Page NAP• Page Authority of Landing Page
Specified in Place• Product / Service Keyword in Website
URL• Geographic Keyword in Website URL
Off-Site Ranking Factors• Quantity / authority of structured
citations (Yelp, Local.com, YP.com, etc.)• Consistency of structured citations• Quality / authority of unstructured
citations (newspaper articles, blog posts)
• Quality / authority (and quantity) of inbound links to domain
Social Media Ranking Factors• Number of +1's on Web site; Also influenced
by velocity of +1’s and authority of + user• Number of shares / adds on Google+;
Velocity and reputation also likely considered
• Click-through rate from search results• Volume of mobile check-Ins (i.e. Foursquare)• Number of Shares/Likes or Follows on
Facebook and Twitter; Velocity / authority also likely considered
Negative Ranking Factors• Inaccurate or inconsistent contact
information and DBA conventions• Presence of multiple place pages with
same/similar business title, address, phone #
• Non-compliant categories• Listing 800 number as only phone number
on Google page• Low ratings on + / Place Page
Conclusions• Get a Google + Local or Places Page if you
don’t have one!• Make certain your business and contact
info is up-to-date across the Web!• Encourage customers to write reviews and
be social with your site and local pages!• Focus attention on the quality, quantity,
and velocity of reviews, social signals, and citations going to your Web site and pages!