Post on 08-May-2015
transcript
Local SEO: the importance of local search
The landscape of local search: make sure you can be found
Before it all began…What percentage of your daily queries have local intent?
Where is the nearest petrol station?
Before it all began…What percentage of your daily queries have local intent?
Where is the nearest pie shop?
Before it all began…What percentage of your daily queries have local intent?
Where is the nearest cinema that is showing Despicable Me 2?
Before it all began…How did local businesses advertise themselves before the internet?
What does the search landscape look like now?
Percentage of search queries that have local intent:• Google: 20% of desktop queries were related to location.
(2010)• Microsoft: 53% Of Mobile Searches Have Local Intent (2010)• Chitika: says that 36% of search query volume coming from
iOS devices has a local intent. 28% of Android search traffic carries a local intent. (2012)
https://sites.google.com/a/pressatgoogle.com/googleplaces/metricshttp://searchengineland.com/more-local-searches-coming-from-ios-than-android-study-119465
What does the search landscape look like now?
Mobile overtakes desktop.
Mobile will generate 25% of all Google’s paid search clicks in the US by the end of 2012. - Marin Software
http://blog.kelseygroup.com/index.php/2012/04/20/when-will-mobile-local-searches-eclipse-desktop/
Now, The Boring Bits
Google Algorithm Updates
• More locally relevant predictions in YouTube. [project codename “Suggest”] We’ve improved the ranking for predictions in YouTube to provide more locally relevant queries. - 2/27/12
For example, for the query [lady gaga in ] performed on the US version of YouTube, we might predict [lady gaga in times square], but for the same search performed on the Indian version of YouTube, we might predict [lady gaga in India].
Google Statements
• Improvements to ranking for local search results. [launch codename “Venice”] This update improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal. - 2/27/12
Google Statements
• Improved local results. We launched a new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user. - 2/27/12
IP address? Signed In users(browser, Google+ and mobile)? Google Server locations?
How to rank locally?
On-site
Social media
Local websites Reviews
Local Citations
How to rank locallyContent
Physical address
Postcode
Phone number
Geo information (latitude and longtitude)
Landmarks
Placeholders
Page Title
Meta Description
Header
Content
Authorship
Structured Data
Geositemap (XML and Keyhole Markup Language)
Image
On-site
How to rank locally
Social Media
FourSquareGoogle+
How to rank locallyLocal Websites
Who’s who?
How to rank locally
Specialised Business Directories – Toptable, etc.
Business Listings and Reviews
How to rank locallyLocal Citations
Citations are mentions without links.
Other websites mention your business name and address without providing a hyperlink.
Risk free and future proof.
Google, LocalGoogle Place for Business vs Google+ Local
Google, LocalGoogle+ Local – Richer Content, Socially engaging, demanding
Google, LocalWho’s the winner?
http://www.google.co.uk/#output=search&sclient=psy-ab&q=Taylor's+Restaurant+devon&oq=Taylor's+Restaurant+devon&gs_l=hp.3..0i22i30l2.975477.978833.0.979024.7.7.0.0.0.0.97.505.7.7.0....0.0..1c.1.20.psy-ab.ipMkJK0H2_I&pbx=1&bav=on.2,or.r_qf.&bvm=bv.49784469%2Cd.ZWU%2Cpv.xjs.s.en_US.MpiVkF51mpA.O&fp=79a2a23189da394e&biw=1920&bih=955
Google, LocalLocal intent query - SERP domination
Google, LocalNew Map – New Opportunities
Google, LocalNew Map – New Opportunities
So Lo MoSocial Local and Mobile are intertwined and inseparable.
Bing is to power Siri in iOS7iOS took 13% market share whilst Samsung took 30% in the last quarter
Local Search
Questions time