Get Your Local Bizbuzz On. by Kathy Long, LSO Local Search Optimization Specialist, Kat & Mouse. Local Search is aBuzz. What is a Local Search?. Local Search is aBuzz. What is a Local Search? Answer: Contains a location in the search query such as “ Santa Cruz custom cabinets ”
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Get Your Local Bizbuzz On by Kathy Long, LSO Local Search Optimization Specialist,Kat & Mouse
Local Search is aBuzz What is a Local Search?
Local Search is aBuzz What is a Local Search? Answer: • Contains a location in the search query such as “Santa Cruz custom cabinets” • Any search made online with the intention of making a purchase OFFLINE • Any search that would traditionally be made in the print Yellow Pages becomes a local search when made online
Local 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
Local Search is aBuzz Almost 1.5 billion LOCAL searches in May 2010… That’s 20% of Google’s search volume!
Local Search is aBuzz 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. 80% of shoppers are looking for you online!
Local Search is aBuzz What should you be asking yourself? 80% of shoppers are looking for you online!
Local Search is aBuzz Is your business where everyone is looking? Or…
Local Search is aBuzz Will they find your competitioninstead?
To address “local” popularity, in October, 2010 Google rolled out big change in their local search results.
Google Places Ranking Criteria • Relevance Which place most closely matchesthe keyword query?
Google Places Ranking Criteria Relevance Optimized Pace: Business Title, Categories, Description Optimized website – Now MORE than ever! Industry Directories
Google Places Ranking Criteria Relevance Prominance Which place is themost popular?
Google Places Ranking Criteria Prominence (search long’s cabinet felton) • Directories –Add validity, trustand a popular signal to your business • Local/Geo • Industry
Google Places Ranking Criteria Prominence (search long’s cabinet felton) • Directories • Local/Geo • Industry • Reviews • Hotpot • Yelp • Merchant Circle • Yahoo • Facebook • Rich snippets 9 reviews 2 reviews 8 reviews 1 review 1 review 6 reviews
Google Places Ranking Criteria Prominence (search long’s cabinet felton) • Directories • Local/Geo • Industry • Reviews Thumbtack Diamond Certified Facebook Rich snippets ON your site
Google Places Ranking Criteria Prominence 1. Directories • Local/Geo • Industry • Reviews • Citations - should include address • Chambers, Business Assoc. • News mentions • Other local sites
Google Places Ranking Criteria Prominence Directories Reviews Citations Social MediaSHARING
Google Places Ranking Criteria Prominence Directories Reviews Citations Social Media CHECK-INS
Google Places Ranking Criteria Relevance Prominance Distance Which place is the closest?
PLACES RANKING CRITERIA Distance from town center – or you, if you don’t enter a city 0 miles 16 miles away 5 miles 5 miles
PLACES RANKING CRITERIA Distance from town center – or you, if you don’t enter a city 5 miles 0 miles 0 miles 5 miles 12 miles 16 miles away
Google Places Action Items Get CLOSE: Claim or create your Google page (and Yahoo, Bing, and now Facebook) Almost all local searches include map listings, only 14% of which been claimed!
Google Places Action Items GET CLOSE: Claim or create your Google page (and Yahoo, Bing, Facebook) • Create additional Place pages within your city or in other cities 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? Google: Each doctor (or other independent professional) should have their own listing, with one more listing for the clinic.
Google Places Action Items Optimize your Place and Local pages for RELEVANCY – CONSISTENCY is KEY! • Business Title • Use real business name that is consistent throughout the web • Best to include location in your name if you can
Google Places Action Items Optimize your Place and Local pages for RELEVANCY • Categories • Select one ready-made category • Add 4 more RELEVANT categories • Do your keyword research first!
Google Places Action Items Optimize your Place and Local pages for RELEVANCY • Description • This is your call to action • Use keywords • Mention other cities you serve
Google Places Action Items Optimize your Place and Local pages for RELEVANCY - Give them what they are looking for 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 these 64% 56% 55% 55% 49% 43% 42% 23% 22% Base: 4,706 US online adults Source: Forrester Research 5% 2%
Google Places Action Items Optimize your website for RELEVANCY Keyword-rich title tags Keyword-rich copy Location-specific pages Contact information consistent and frequent Build inbound links (look for local sites rich with local keywords and industry-specific sites) Anchor text on inbound links include LOCATION!
Google Places Action Items Build PROMINENCE: Claim directory listings Most important directories Yelp.com YellowPages.com MerchantCircle.com CitySearch.com DexKnows.com Hotfrog Kudzu Mojopages Manta
Google Places Action Items Build PROMINENCE: Get Citations BBB Chamber of Commerce Newspapers Local blogs Patch Local charities Local schools Local radio Local TV LOCAL CITATION FINDER http://www.whitespark.ca/local-citation-finder
Google Places Action Items Build PROMINENCE: Get reviews Send out email requests Have a computer set up at your biz to take reviews Put a link to review sites on your website Offer incentives Use Thumbtack.com Myreviewspage.com
Google Places Action Items Build PROMINENCE: Get reviews • Use QR codes • Have it link to review site. • Print on receipts, invoices, • Business cards, etc. Generate your own QR code at Kaywa.com for use at the place of your business or on business cards, flyers, etc.
Google Places Action Items Build PROMINENCE: Get the Buzz out with Social! • Get Facebook Page(now showing up in Places) • Tweet • Encourage Checkins • Create somethingREMARKABLE! • Video • Blog • Infographic
Google Places Action Items Next step Research your competitors for RELEVANCY & PROMINANCE • What keywords are they using • Which categories are they in • Do they have photos, videos • Are you updating their listing? • How well optimized is their website? • Which directories are they in? • Where are they getting inbound links? Update your website and your listings accordingly but remember…
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.
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.
Just don’t get left behind.
Kat & Mouse We’ll keep you a step ahead! KickStart Brainstorming Local Optimization Search Engine Optimization Optimized Website Development www.katandmouse.comfacebook.com/katandmouSEOTwitter #katndmouse