Download - Local Search Is a Buzz
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Get Your
Local Bizbuzz Onby
Kathy Long, LSOLocal Search Optimization Specialist, Kat &
Mouse
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Local Search is aBuzzLocal Search is aBuzz
Local Search is growing exponentially by 50% each year!
1 billion local searches per month in 2009
1.5 billion local searches – 2010
2.3 billion local searches – 2011
3.45 billion local searches – 2012
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Local Search is aBuzzLocal Search is aBuzz
Almost 1.5 billion LOCAL searches in May 2010…
That’s 20% of Google’s search volume!
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Local Search is aBuzzLocal Search is aBuzz
80% of shoppers are looking for you online!
80% search online before purchasing in a 10-20 mile radius. From John Hanke, VP of Google Maps
Over 85% of those contact the business.
More than 60% of those purchase.
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Local Search is aBuzzLocal Search is aBuzz
64%
56%
55%
55%
49%
43%
42%
23%
22%
5%
2%
Distance from you
Convenient hours
Easy access to info
Discounts/promotions
Ratings and reviews
Seeing the place on the map
Whether the company has website
Referrals from people you know
Photos
Videos
None of theseBase: 4,706 US online adultsSource: Forrester Research
What are local searchers looking for? QUESTION: When searching online, what is important to you?
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Is your business where everyone is looking? Or…
Local Search is aBuzzLocal Search is aBuzz
QuickTime™ and aTIFF (Uncompressed) decompressor
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Will they find your competition instead?
Local Search is aBuzzLocal Search is aBuzz
QuickTime™ and aTIFF (Uncompressed) decompressor
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What is a Local Search?
Local Search is aBuzzLocal Search is aBuzz
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What is a Local Search?
Answer: Contains a location in the search query such as “Santa Cruz custom cabinets”
Local Search is aBuzzLocal Search is aBuzz
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To address “local” popularity, in October, 2010 Google rolled out big change in their local search results.
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October 2010, Google rolls out Local Search change
October 2010, Google rolls out Local Search change
NEWOLD
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Google Places Ranking Criteria Google Places Ranking Criteria
1. Relevance
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Google Places Ranking CriteriaGoogle Places Ranking Criteria
1. Relevance
2. Prominance
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Google Places Ranking CriteriaGoogle Places Ranking Criteria
1. Relevance
2. Prominance
3. Distance
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16 miles away16 miles away
PLACES RANKINGCRITERIA
Distance from town center –or you, if you don’t enter a city
PLACES RANKINGCRITERIA
Distance from town center –or you, if you don’t enter a city
5 miles
0 miles
5 miles
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5 miles
0 miles
16 miles away16 miles away
5 miles
0 miles
12 miles
PLACES RANKINGCRITERIA
Distance from town center –or you, if you don’t enter a city
PLACES RANKINGCRITERIA
Distance from town center –or you, if you don’t enter a city
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Prominance(search long’s cabinet felton)
1. Directories –Add validity to your businessa) Local/Geo
b) Industry
Google Places Ranking CriteriaGoogle Places Ranking Criteria
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Prominance(search long’s cabinet felton)
1. Directoriesa) Local/Geo
b) Industry
2. Reviews1. Hotpot2. Yelp3. Merchant Circle4. Yahoo
Google Places Ranking CriteriaGoogle Places Ranking Criteria
9 reviews9 reviews
2 reviews2 reviews
8 reviews8 reviews
1 review1 review
1 review1 review
6 reviews6 reviews
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Prominance(search long’s cabinet felton)
1. Directoriesa) Local/Geo
b) Industry
2. Reviews
Google Places Ranking CriteriaGoogle Places Ranking Criteria
My Reviews PageReview Wednesdays andTweet #RWX
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Prominance(search long’s cabinet felton)
1. Directoriesa) Local/Geo
b) Industry
2. Reviews - Make it easy for your clients to leave them!
Google Places Ranking CriteriaGoogle Places Ranking Criteria
QuickTime™ and aTIFF (Uncompressed) decompressor
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1. Generate your own QR code at Kaywa.com for use at the place of your business or on business cards, flyers, etc.
2. Create a direct link to Places review box like this where cid=your id: http://maps.google.com/maps/place?cid=8612728639224254627&dtab=2&action=openratings&ct=write-review
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Prominance1. Directories
a) Local/Geo
b) Industry
2. Reviews
3. Citations - should include address1. Chambers, Business Assoc.
2. News mentions
3. Other local sites
Google Places Ranking CriteriaGoogle Places Ranking Criteria
LOCAL CITATION FINDER
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Google Places Ranking CriteriaGoogle Places Ranking Criteria
Relevance1. Business Title
2. Business Categories
3. Business Description
4. Optimized website
5. + Directories and Citations
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Google Places Action ItemsGoogle Places Action Items
Step 1: Claim your Google Places account
(and Yahoo, Bing, and now Facebook)
Almost all local searches include map listings,
only 14% of which been claimed!
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Google Places Action ItemsGoogle Places Action Items
Step 1b: Create additional Place pages if you qualify.
MB: What is Google’s recommended practice in regards to handling the multiple listings that most professionals and clinics end up with?
Should we endeavor to have one listing for the practice Place and merge all of the doctors (or whatever) into the one listing or should a we endeavor to keep the individual doctor listings?
Google: Each doctor (or other independent professional) should have their own listing, with one more listing for the clinic.
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Google Places Action ItemsGoogle Places Action Items
Step 2: Claim directory listingsMost important directories1. Localeze.com2. Yelp.com3. YellowPages.com4. MerchantCircle.com5. CitySearch.com6. DexKnows.com7. Hotfrog8. Kudzu9. Mojopages10. Manta
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Google Places Action ItemsGoogle Places Action Items
Step 3: Get reviews1. Send out email requests2. Have a computer set up
at your biz to take reviews3. Put a link to review sites
on your website4. Use QR codes to direct
customers to your review sites5. Offer incentives
?
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Google Places Action ItemsGoogle Places Action Items
Step 4: Optimize your website1. Keyword-rich title tags2. Keyword-rich copy3. Location-specific pages4. Contact information consistent and frequent5. Build inbound links
Come to my Santa Cruz Marketing Roundtable presentation on February 23.
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Google Places Action ItemsGoogle Places Action Items
Next stepLocal Mobile
1. Claim your Facebook Place page2. Use Foursquare and Gowalla3. Consider mobile marketing with Yelp, Facebook,
Local Advertising1. Groupon, Living Social, Hotfrog2. Google Burst, Google Tags3. Facebook Deals
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Google Places Action ItemsGoogle Places Action Items
Next stepResearch your competitors
1. What keywords are they using2. Which categories are they in3. Do they have photos, videos4. Are you updating their listing?5. How well optimized is their website?6. Which directories are they in?7. Where are they getting inbound links?
Update your website and your listings accordingly but remember…
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If you were in a group of people being chased by a bear, you only need to be 1 step ahead of the slowest person.
QuickTime™ and aTIFF (Uncompressed) decompressor
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Likewise, you only have to be 1 step ahead of your competitor.
So, don’t overwhelm yourself. You don’t have to do it all.
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Just don’t getleft behind.
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Kat & MouseKat & Mouse
We’ll keep you a step ahead!We’ll keep you a step ahead!
www.katandmouse.comfacebook.com/katandmouSEO
Twitter #katndmouse
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• http://blog.metricsmarketing.com/?p=708
• http://www.ducttapemarketing.com/blog/2011/01/31/5-ways-to-get-more-from-your-google-place-page/