the future: local search optimization & google places

Michael MireCo-founder & CEO@MichaelMire1

The Future: Local Search Optimization & Google Places

Big Data

• Indexed: 100M pages in April 2012

• Total Listings: 700K listings

• Keywords: 60k

• Categories: 90K

• Citation pages indexed: 6.5M

• Recommendations 3.0M

Mobile- Local Search• 51% local searches on the go• 67% of local searchers, think that having the correct NAP + hrs

of ops is critical• 77% of local searchers have submitted a review in the last 30

days• 61% of searchers believe local results are most relevant and

trustworthy• VS 27% for natural search results

• 64% use Google Maps App to perform local searches• Mobile local searches on Google grow to 40% in 2012• PC local searches on Google = 20%

Source: 5th annual Local Search Usage Study, prepared by comScore, Inc. for Localeze and 15 miles & Google Canada..

Local Search Convergence

All rights reserved SweetIQ 2012 © - Private & Confidential not for public distribution

Canadian Local Ecosystem

Confirmed

Not-confirmed

Google Place Rank Algo

• Prominence• Citations and listings• Reviews

• Relevance • Keyword/ Category usage

• Distance

Venice Update

• Improved Local results- Integrating local

into SERP• Blended Vs. Pack• Locator pages- custom content

• KML site maps• Schema data• Local link building• Citations

Future of Places & G+

• Scared of Facebook!• Added layer of personalization • More accurate targeting • Added authority and relevancy• Stickiness factor for users- they hope!

• Monetization

National Chain- Case 1

Locations: n=76

Listings (G/B/Y): n=228

Total Keywords: n=468

5 keywords per location:Brand+ city name KW1 + city name KW2+ city name Long tail KW1+ city name Long tail KW2+ city name

I’ve Got Issues!

Presence Audit:• Inconsistent NAP: 63%• Locations w/out G or+ B or+ Y listing: 57%• Listings w/≤ 2 categories: 90%• Citations- Locations under benchmark (57): 53%• Keywords ranked on page 1 (G/B/Y): 10.1%

Recommendations:• Claim & optimize listings• Optimize listings & website for keywords + categories

More Issues!

Visibility Audit:• Average star rating: 1.6 (71% ≤ 3.5 stars)• Average # reviews per location: 2.15 • 50% locations: No reviews/ ratings• Average citations per location: 57• 53% locations: ≤57 citations

Recommendations:• Campaign to solicit reviews• Review and ratings management- interact with reviewers• Citation building campaign

Local Lawyer- Case 2

Oct-01 2011-Oct-08 2011

Oct-9 2011-Oct-15 2011

Oct-16 2011-Oct-22 2011

Oct-23 2011-Oct-29 2011

Oct-30 2011-Nov-5 2011

Nov-6 2011-

Nov-12 2011

Nov-13 2011-

Nov-19 2011

Nov-20 2011-

Nov-26 2012

Oct-30 2011-Nov-5 2011

Nov-6 2011-

Nov-12 2011

Nov-13 2011-

Nov-19 2011

Nov-20 2011-

Nov-26 2012

0

5

10

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25

30

35

Impressions/Visits/Actions

Google Places ImpressionsGoogle Places ActionsWebsite Visits

Google Places Impressions= 2505 Google Places Actions= 68Website Visits = 171

Results

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90.0

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8.3 9.5

26.8

35.5

56.8

89.0

66.3

56.5

8.33.5

24.531.5 28.5

24.0

8.8

17.5

2.6 2.06.6 7.8 6.6 5.6

1.4 1.4

Keyword Ranking

JanuaryFebruaryMarch

More Results

Jan-01 2012-Ja

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Jan-08 2012-Ja

n 14-2012

Jan-15 2012-Ja

n 21-2012

Jan-22 2012-Ja

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Jan-29 2012 - F

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Feb-05 2012 - F

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Feb-12 2012 - F

eb-18 2012

Feb-19 2012 - F

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Feb-26 2012 - M

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Mars-04 2012- M

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Mars-11 2012- M

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Mars-18 2012- M

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March-25 2012 -M

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50

100

150

200

Impressions/Visits/Actions

Website Visits

Google Places Impressions

Google Places Actions

Google Places Impressions= 13,534Google Places Actions= 140Website Visits = 410

Strategy

Competitive Audit

Set Strategy

Optimization

Reporting

Local Search Optimization

Listing Management

Citation Building

Tips To Get Results

1. Claim your listings

2. Find the optimal local keywords

3. Select appropriate categories

4. Monitor local packs and competitors listings for insights

5. Listing management: data accuracy and consistency

6. Citations:• Competitive analysis• Citation building • Monitoring your citation accuracy

7. Manage Reviews & reputation• Encourage clients to leave reviews

Finding Keywords

Find the right local keywords from your website or your keyword list

Determine if they are relevant for local- display a local pack

Analyze the competition to determine the effectiveness of competing for the keywords

Picking CategoriesAnalyze the category to kw relationship

Pick the Categories that best suite your needs

Don’t forget to plugin your new categories into your listings and website on-page seo

Unifying Local & web SEO

Add Categories to On-page SEO Selected Categories

Add Categories

Category Consistency

On-page SEO

Off-page SEO

Listing Management

Analyze your existing listings,, and the data accuracy and consistency

Analyze your listing categories, and optimize as required

Deal with any duplicates immediately

CitationsAnalyze your citations, data accuracy and consistency

Analyze the competition’s citations for insights

Build, build, build…

Monitor your progress

Tools

• Get Me Listed> SweetIQ• White Spark• Bright Local• Places Scout• Yext• GetListed.org• SEO MOZ• Majestic SEO

Questions?@GetMeListed