get on the map: local search optimization get on the map.pdf · •ppc & seo •$30 mm in...
TRANSCRIPT
Get on the Map: Local Search Optimization
Ruth Burr – Client Manager
Jessica Fisher – Associate Client Manager
May 25, 2011
Presentation AgendaAbout Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
Presentation AgendaLogistics & Introductions
• Being Recorded
• Link to slides will be emailed later this week
• Ask Questions throughout
Agenda
• What is local search?
• Where do search engines look for local
data?
• How to optimize your local accounts
• Advanced tactics for local
• Local search & mobile phones
• Accumulating customer reviews
• Q&A
Presentation AgendaAbout Local Search
Local-Specific Queries Geolocation from Generic Queries
5
Google Place SearchLocation Specified in Search Query
Scrolling
Map
New Google
Places Listing
View
3rd Party
Listing Site
Results
Google Place Search No Location Specified
National
Results
Limited
Info
Places
Image
Results
How Much Are People Searching Local?
• 35% of All Search Queries Contain a
City, State or Zip Code.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
55 & Older 35 to 54 18 to 34
Online First
Offline First
•First Place
People Are
Looking For
Local
Business
Info:
Where Do Search Engines Look?
On Page Local Factors
• Title tags
<title>Search Engine Marketing Services | Point It -
Seattle, WA</title>
• Text Address
hCard Microformat
• Specific HTML code that says “here is an
address”
• Notifies bots/spiders of each piece of
address information
• Eliminates data confusion caused by
inconsistencies in formatting (Street/st,
Suite/Unit/#, etc.
Address MicroFormat
<div id="contact" class="vcard">
<br><h1 style="margin-bottom:0;" class="fn org">Point It
Inc.</h1>
<div class="adr">
<div class="street-address">3131 Western Ave<br>
Suite 428</div>
<span class="locality">Seattle</span>,
<abbr class="region" title="Washington">WA</abbr>
<span class="postal-code">98121</span> </div> </div>
<div class="tel">1-888-33-POINT (76468)</div>
<div class="tel"> <span class="type">FAX</span> 1-206-374-
1300</div>
• http://microformats.org/wiki/hcard
All About Sitemaps
• XML: Default sitemap
• Specialized Sitemaps for Google
Webmaster Tools:
– Video
– Mobile
– News
– Code Search
– Image
– Geo/KML
Making a KML Sitemap
Download bulk upload sheet from Google
Places for Business:
Dashboard Upload a data file
Download our template
Making a KML Sitemap
Update with your info and upload to Google
Earth Pro
Create KML sitemap and upload to Google
Webmaster Tools
Making a KML Sitemap
Google Places
www.google.com/places
Example: Google
Places Listing for
“Frozen Yogurt Seattle”
Fisher Refrigeration
Importance of Verification
1.
2.
Google Places Metrics
Google Boost
New Bing Business Portal
• Free Mobile Website
w/Listing
• Invite Multiple Users
to Manage Account
• Custom QR Code
Yelp
Other Listing Sites
Tips for Multiple Data Sources
• Consistency, consistency, consistency
– No tracking phone numbers!
• Accuracy
• Don’t be a fibber!
How to Optimize for Local Search
Local Keyword Research
www.google.com/insights
New York 2004-Present California 2004-Present
Description
• Implement Keyword
Research in
Descriptions
• Make it Readable and
User-Friendly
Categories
• Categories:
Profile Completeness
Fill Out Everything You Can…
And You are Likely to See Impressions
Improve!
Case Study – CLEAR®
Added:
• Photos
• Videos
• Testimonials
• Store hours
• Payment methods
Local Search & Mobile Phones
Impact of Mobile:
• 164 Million People have PCs
• 293 Million People have Mobile Phones
VS.
Google App
1. 2.
Customer Reviews
Accumulating Customer Reviews
Accumulating Customer Reviews
Replace This: With This:
• In Person:
– Fliers and handouts
– Receipts
– Posters and placards
• Online:
– On site
Accumulating Customer Reviews
Q&A