local seo: how to totally own in google
DESCRIPTION
Presented at the Austin SEM Meetup by Laura and Adam Alter. www.seo.meetup.com/107 References: http://www.davidmihm.com/blog/ http://blog.kelseygroup.com/ http://www.localseoguide.com/ http://www.localpoint.com/ http://www.smallbusinesssem.com/ http://blumenthals.com/blog http://stephenespinosa.com/ http://gesterling.wordpress.com/ http://www.convertoffline.com/TRANSCRIPT
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Local SEO: How to Totally Own in Google
Adam and Laura AlterCreated for the Austin SEO Meetup
seo.meetup.com/107July 2, 2008
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What is local search?
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Local search is a search term + geo
modifier.
[austin car wash]
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What is local SEO?
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Local SEO is on-site and off-site optimization, that makes your website more relevant to
local search queries.(PS. it's also reputation
management)
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Local is somewhat new and not perfect.
Google is still trying to automatically handle
interpret searches, but they aren't there yet.
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Austin Texas house painting
Google believes this searcher is looking for local referrals and shows the map.
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Austin Texas house paintER
Google believes this searcher is not looking for local referrals and does not show the map. Why?
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Why should you care about local search?
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You should care because most
searches have local intent (eventually).
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Online search influenced $471 billion worth of offline
sales last year versus only $136 billion in e-commerce
sales. (eMarketer, 2008)
How many businesses are losing sales because they can't be
found online?
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Product research and comparison shopping happen
online. (69%, 68%) But 67% of those purchases happen
offline. (Accenture) 90% of purchases are made within
50 miles of a person's home. (Kelsey) Local visibility mandatory
for mom and pops.
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Every SEO must understand the power of
local search and the nuances in searcher intent to be more relevant to their
searches.Many searches result in a local event - even if they don't start that way.
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You know you need it, so let's go over
how to do it.Local SEO is a supplement to standard SEO. Make sure the
SEO basics are done first.
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First, how are local results displayed?
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There are 3 result formats:1. Google 10-Pack2. Authoritative Onebox3. Integrated Map
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10-PackGoogle moved from 3 to 10 results in Feb. 08. Some searches still show 3. Clear attempt to inject more local results among the "big boys." Can be shown lower, too.
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Authoritative Onebox
The Holy Grail of local search. Google believes that this one result is the exact match for your query.
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Integrated Map
Shows as a blended result. Can expand your search results to get more info without leaving page.
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Are your local websites showing up
in any of these formats?
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Where do search engines get local data?
⇨ From their local business centers.
⇨ From business information aggregators.
⇨InfoUSA, Axciom, review websites, etc.
Search engines cannot (yet) read your website and process the specific local information, like business hours. They get it from trusted sources.
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Local SEO starts with a series of basic
steps.It's no one step that
matters - it's the aggregate result of all of them.
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Start with the local directory at the major SEs:
⇨ Google Local Business Center⇨Yahoo! Local⇨Live/MSN Local⇨ (links will be emailed after the
meetup)
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Add your information to "yellow pages"-type websites that aggregate local data:⇨ Axciom, InfoUSA, Localeze⇨SuperPages, YellowPages, Local.com⇨These sites feed other websites, so it's critical that this data is accurate everywhere.
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Add your business to local directory and review sites:⇨ Citysearch.com, InsiderPages.com⇨Yelp.com, MerchantCircle.com,
TrueLocal.com⇨BOTW (local), Kudzu.com⇨ Industry-specific sites: search for
"your industry +reviews" and "your industry +directory."
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Add your business to truly local sites and directories:⇨Local Chamber of Commerce, local
business groups and associations.⇨Local library websites⇨Hyperlocal sites/blogs like Outside.in⇨HelloAustin.com, AustinPages.com,
etc.⇨Links from local sites reinforce the
local connection.
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So how to do you get into the Google 10-
Pack?
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Obviously, Google doesn't divulge the secret sauce.
But it does seem like there are several factors that
may affect which sites are listed in the 10-pack. But
first...
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Why does the 10-pack exist?
Mom and Pop shops can compete on a more "even"
turf. People weren't clicking past the old 3
listings. It also pushes IYP-type sites to paid search.
(intentionally? :D)
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Factors that likely influence 10-Pack placement:⇨ Info must be in Local Business
Center⇨Location (current algo favors
central)⇨Reviews
⇨Positive, negative, quantity, reviewer profile
⇨Links and web references.
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Reviews: No Longer Optional.
The importance of reviews cannot be
overemphasized. Not just for SEO, but for every local
business.
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Favoring the city center:
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Where does Google get their reviews?Google prefers different sources for different industries. Doyour researchand get reviewswhere Google shows they matter.
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Implement a review plan:⇨Businesses MUST ask for reviews.⇨Create a review page on the
merchant site and link and give instructions for most important sources.⇨Print this URL on their business cards,
receipts⇨Email follow-up requests work well.
⇨Negative reviews can make reviews more credible/real.
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Don't forget video!
⇨Video is easy to implement in local SEO.⇨Produce once, get benefit over and over.⇨Need minimal equipment, make it real.⇨Many online profile listings accept
video.⇨These are like mini-commercials.⇨For example, for a restaurant, interview the chef
making a fave dish, and the owner on the history, etc. Edit with free/cheap software and voila!
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Notes on local link building:
⇨Think "citations" versus links.⇨Google seems to treat website mentions very
differently in its local algo.⇨Mentions of busines name, address and
phone appear to reinforce the existence of the business.
⇨Links and citations on websites that Google treats as local.
⇨Focus on reinforcing your local relevance. Research your 10-pack competitors.
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The Future of Local Search
What's on the horizon?
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Future of Local Search:⇨Algos getting better, more accurate.⇨Google now asking for zip codes on
some types of searches in some areas.⇨Paving the way for more geo-targeting in
Adwords by zip?
⇨More and more results with local flavor.
⇨Take advantage of blended search results!
⇨Reviews help filter the best local venues.
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Local Search 101
⇨Get your business listed in the SE's business centers.
⇨List on IYPs, directories, review sites.
⇨Get links from sites that are deemed local by Google.⇨Citations and links.