local seo white paper
TRANSCRIPT
Local SEO White Paper The What, Why and How of Putting Your Business on the Local Map
What is Local SEO?
Local SEO is just what it sounds like: a specific form of search engine optimization and
marketing that’s designed to improve results for users who perform a search with local intent –
the need for something with a town, city or specific area. An example of a search with local
intent would be shoe store Burlington.
Every day, thousands upon thousands of individuals are searching the web from their personal
computers, tablets and mobile phones for products or services in their area. Location‐specific
searches are becoming more common as the use of mobile devices continues to increase, and
the rise of this technology has led local SEO to become its own industry.
Google and Local SEO
For years, Google has been working on improving their understanding of the needs and
intentions of searchers, with a particular emphasis on those who look for things locally. Many
queries that specify a location result in a “list” and map of nearby shops:
Local Search Results in a list and on a map for the search shoe store Burlington.
Both the list and map work to show the searcher that these stores are all in the city specified in
their query. They go further to help meet the searcher’s needs by also listing the address and
phone number of each business, with links to each Google+ Profile (we’ll talk a bit more about
that shortly) and ratings and reviews where they’re available.
Going to the next step and actually searching through Google Maps by clicking the Maps tab in
search:
We see a bigger list and a full look at shops in the area:
Google Map results for the search shoe store Burlington.
From a customer perspective, this offers a very useful look at what’s around that can meet their
specific needs.
But for a local business owner, Google’s ability to provide these results is a goldmine.
Next: Why Local SEO is an Essential Part of Your Marketing Plan
Why Local SEO is an Essential Part of Your Marketing Plan
You can clearly see now that local SEO, and Google’s efforts in providing searchers with results
in their area, both give local business owners an opportunity to connect with customers in their
area exactly when they’re looking for what they offer. Given the link between local search
mobile devices, some statistics on the subject may put things into perspective:
68% of smartphone activity [is] conducted outside the home
67% of mobile advertising is centered on a specific place of business
95% of mobile users access locally relevant info
Statistics courtesy of listedlocally.com
Original source: http://info.xad.com/Portals/212960/docs/xad%20q4_2012%20report_final1.pdf
68% of search activity coming from outside the home is a huge indication of the fact that
people are constantly searching on the go, which likely means they want to do business
instantly – they have a need they want met as soon as possible, and they’re looking for
someone to do it now.
Looking further into this, 95% of mobile users accessing locally relevant info is probably the
clearest sign that the majority of their searches are focused on finding something close to them.
Here is another very relevant statistic:
55% of conversions* from mobile searches happen within one hour because of closer
proximity to the point of purchase and because the searcher is more mentally
prepared to make a purchase
Statistic courtesy of listedlocally.com
Original source: http://info.xad.com/Portals/212960/docs/xad%20q4_2012%20report_final1.pdf
*NOTE: A conversion is defined as any time a customer takes an action you wanted them to
take, such as making a purchase or phone call.
This further emphasizes the instant need that local SEO can fill for customers. It shows that
those who are looking for local shops on their phones are much more prepared to make a
purchase in the moment, or at least on the same day, presenting business owners with an
audience that’s much further along in the buying stage.
Next: Google+ and Places: How You Can Put Your Business on the Map
Google+ and Places: How You Can Put Your Business on the Map
Now that we’ve covered the basics of what local SEO is, how quickly it’s growing and why it’s so
important for business owners, you’re probably itching to know: how can I get in on this?
The good news it’s not a complicated process at all. Google, with their emphasis on providing
the best possible user experience, encourages local businesses to put themselves on the map
and makes it easy to do so with Google Places for Business.
Here’s how to sign up:
1. Visit http://www.google.ca/business/placesforbusiness/
2. Click Get started for free (from here, you’ll need to either create a Google account or
sign in with an existing one if you haven’t already).
3. Search for your business. It may already be there, as Google crawls several local
directories and websites and picks up the data they find there. There may even be
multiple results.
a. If it’s there, click it. It’ll give you the option to verify the business (claim yourself
as the owner so only you can edit the details), but let’s skip this for now and
focus on filling in the details. Click on Continue and Verify Later.
b. If it isn’t there, you’ll be given the option to create a profile.
4. At this step, you’ll start filling out your profile’s details. Put in as much information as
possible – the more you provide, the more Google can offer your customers when they
search for you.
5. When you’re done, click Verify Now. You’ll be given the option for either phone
verification or postcard verification. The phone call will consist of an automated
recording with a PIN for you to enter on your listing in order to confirm you own it. The
postcard will take a little bit longer, but will also have a PIN for you to enter on your
listing in order to confirm you own it.
6. That’s it! You’re done! Your business is now on Google Maps. You can log in to your
profile to edit it any time by visiting it while you’re logged in, or by accessing it directly
through your account.
Next: Other Local SEO Resources
Other Local SEO Resources
While Google is definitely taking the lead in local SEO and is probably the best place to start,
there are several other websites that allow you to create similar profiles and listings for your
business. Each one is another step towards being found by customers in your area who are
looking for what you offer. Here’s a list of some other free local SEO resources you may find
useful as a business owner:
Bing Places for Business
Yahoo Local Business Listing
Yelp
N49.ca
HotFrog
WorldWeb
Tip: Each appearance of your business on these and other websites and directories is a citation
for Google’s local search. A citation is an appearance of your business name, address and phone
number, and helps Google understand where you are so they can know when to show your
business to searchers with local intent. However, it is essential that each citation matches
what’s on your website as closely as possible, so be sure to put your name, address and phone
number exactly as it appears there on each website on which your business is listed.
Next: Our Local SEO Services
Our Local SEO Services
e‐Commerce Essentials offers local SEO as part of our web marketing services. Our
understanding of advanced marketing tactics, combined with our knowledge of search and how
Google ranks websites based on local factors, allows us to put your business on the map and
connect you with customers and leads that are looking for you.
If you have any further questions about what you’ve read here today, or if you’d like to speak
with us about how we can help your business, contact us today and let’s get local search
working for you.
Contact Us
e‐Commerce Essentials
http://ecommerceessentials.ca/
3390 South Service Road, #303
Burlington, ON L7N 3J5
P: 905‐333‐9637
F: 905‐333‐0932
TF: 1‐888‐575‐5385