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Local Search: Beyond the Basics. Matt McGee, SEO Manager Marchex SearchFest 2007, Portland March 7, 2007. About Me. Matt McGee. Son, brother, neighbor, and husband of business owners to whom local search matters Web development since 1995 SEO / SEM since 2000.

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local search beyond the basics

Local Search: Beyond the Basics

Matt McGee, SEO Manager

Marchex

SearchFest 2007, Portland

March 7, 2007

about me

About Me

Matt McGee

  • Son, brother, neighbor, and husband of business owners

to whom local search matters

  • Web development since 1995
  • SEO / SEM since 2000

Marchex, SEO Manager

http://www.marchex.com/

Small Business SEM

http://www.smallbusinesssem.com/

© Matt McGee, 2007.

overview

Overview

The Basics

Just so we’re all on the same page…

Beyond the Basics

  • 4 tips to make your pages more “local”
  • Geo-targeted ads
  • Local search advertising

Local Search 2.0

What happened on January 29, 2007…

© Matt McGee, 2007.

local search the basics5

Local Search: The Basics

Local Search Marketing

Address on every page.

Submit to Google Local Business Center.

http://www.google.com/local/add/businessCenter

3. Submit to Yahoo! Local Listings Center.

http://listings.local.yahoo.com/

4. Submit to MSN Local.

http://webapp.localeze.com/bizreg/add.aspx

© Matt McGee, 2007.

local search the basics6

Local Search: The Basics

Local Search Marketing (cont.)

5. Add/Fix listings at major business databases

infoUSA: http://list.infousa.com/dbupdate.htm

Acxiom: http://bcb.acxiom.com/start.pl

Amacai:http://www.localeze.com/manage

6. PPC: Bid on local keywords (“Portland dentist”)

© Matt McGee, 2007.

local search the basics7

Local Search: The Basics

You Can Do

Better!

© Matt McGee, 2007.

local search beyond basics

Local Search: Beyond Basics

SEO Tactics

  • Make Your Pages “More Local”

PPC Tactics

You’re Not Done Yet!

© Matt McGee, 2007.

local search beyond basics10

Local Search: Beyond Basics

Make Your Pages “More Local”

  • Physical address and LOCAL phone number on all pages

© Matt McGee, 2007.

local search beyond basics11

Local Search: Beyond Basics

Make Your Pages “More Local”

  • Physical address and LOCAL phone number on all pages
  • Write out a “Location / Directions” page

XYZ Widgets is located in the Shadow Trails Shopping

Center on 4th Avenue in the North Hills area of

Happyville, Washington. Our address is 425 4th Avenue,

Suite 201, Happyville, WA, 99999.

© Matt McGee, 2007.

local search beyond basics12

Local Search: Beyond Basics

Make Your Pages “More Local”

  • Physical address and LOCAL phone number on all pages
  • Write out a “Location / Directions” page
  • Use every geographic locator you can (ZIP, area codes…)

XYZ Widgets is located in the Shadow Trails Shopping

Center on 4th Avenue in the North Hills area of

Happyville, Washington. Our address is 425 4th Avenue,

Suite 201, Happyville, WA, 99999.

© Matt McGee, 2007.

local search beyond basics13

Local Search: Beyond Basics

Make Your Pages “More Local”

  • Physical address and LOCAL phone number on all pages
  • Write out a “Location / Directions” page
  • Use every geographic locator you can (ZIP, area codes…)
  • Use them in <TITLE>, anchor text (internal and inbound)

XYZ Widgets is located in the Shadow Trails Shopping

Center on 4th Avenue in the North Hills area of

Happyville, Washington. Our address is 425 4th Avenue,

Suite 201, Happyville, WA, 99999.

© Matt McGee, 2007.

local search beyond basics14

Local Search: Beyond Basics

SEO Tactics

  • Make Your Pages “More Local”

PPC Tactics

  • Geo-target ads
  • Advertise on local search engines

You’re Not Done Yet!

© Matt McGee, 2007.

local search beyond basics15

Local Search: Beyond Basics

Geo-target Ads

  • Ads shown based on location
  • Google, Yahoo, and MSN support this

© Matt McGee, 2007.

local search beyond basics16

Local Search: Beyond Basics

Advertise on Local Search Engines

  • Not much traffic, but very targeted
  • Google, Yahoo, and MSN support this

© Matt McGee, 2007.

local search beyond basics17

Local Search: Beyond Basics

SEO Tactics

  • Make Your Pages “More Local”

PPC Tactics

  • Geo-target ads
  • Advertise on local search engines

You’re Not Done Yet!

  • IYP listings and advertising (Superpages.com,

YellowPages.com, etc.)

  • Local Directory/Review sites (CitySearch, Yelp, etc.)

© Matt McGee, 2007.

local search beyond basics18

Local Search: Beyond Basics

You’re Not Done Yet!

  • Add/Fix Listings @ Internet Yellow Pages

• 10-15% of local search share

• supply data to Google, Yahoo!, others

  • Encourage User Reviews

• searchers rely on them

• algorithms likely consider them

• CitySearch.com, Yelp.com, etc.

© Matt McGee, 2007.

local search 2 0

Local Search 2.0

© Matt McGee, 2007.

local search 2 021

Local Search 2.0

What It Means to You

  • Google Maps traffic up 26%

in February

  • Proves value of:
    • Accurate business data
    • Directory / IYP listings
    • Directions
    • User Reviews
    • Local Search Optimization

© Matt McGee, 2007.

local search beyond the basics22

Local Search: Beyond the Basics

Thank You!

Matt McGee

mmcgee@marchex.com

http://www.marchex.com/

http://www.smallbusinesssem.com/

© Matt McGee, 2007.