local search: get found by customers in your neighborhood

Local Search: Get found by customers in your neighborhood.

Stephanie Rowan•Twitter.com/deluxecorp•Facebook.com/deluxecorp•Youtube.com/deluxecorporation•Slideshare.net/deluxecorp

© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 2

© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.

• Why is local search such a hot topic?• Anatomy of Google search results

o Increased focus on local • How Google produces local results

o Website: Content is keyo Google Places: Claim your listingo Directory Listings: Fuel for engineso References: Are you being discussed?

• The mobile search factor• Are you set up for local search?

Topics to cover

Local search: What’s all the talk about?



• Consumers now turn to web for local info.o Yellow Pages Association Rebrands as Local Search

Association

• 20% of online search related to a location. Source: Google

• Mobile growth changing search habits of consumers.

• Key web brands continue to focus on local.

• The web represents affordable options for SMBs.

The Yellow Pages are getting thinner…

SEARCH THEN

SEARCH NOW

Top sourcesYellow Pages

Google/mobile

Who needs to be online?

National Retailers

Local Businesses

Why is local such a hot topic?



Search Engines

Directory Listings

Geo-local/Check-in

Group Buying / Daily Deal

Big brands continue to focus on local…

Why is local such a hot topic?

Engines continue to revise results to

highlight local content.

• Google / Facebook Places• Yellowpages

rebrands

It’s getting competitive: as big brands evolve products with a local

and SB focus.



• Organic Search (SEO)o search engines’

core results

• Paid Search (PPC)o search engines –

paid listings

• Local Search (Mix)o directory listings,

Places, GPS

Search: Breakdown

Search Engines: Result Listings



Non-local Google search results


PAID

ORGANIC

PAID




LOCAL

ORGANIC

LOCAL

LOCAL

PAID

Localized Google search results

PAID




Local search Google results – September 2010.

PAID

PAID

There was plenty of paid search real-estate in September of 2010

There was plenty of paid search real-estate in September of 2010




Local search Google results today.

PAID

In October 2010, results changed with the launch

of “Place Search.“

In October 2010, results changed with the launch

of “Place Search.“

Factors in local search ranking…

according to Google.



Google’s 3 key signals for local ranking…

Factors in Local Search Ranking

RELEVANCE:•Is your online content relevant to terms queried?

PROMINENCE:•Is your brand referenced online?

DISTANCE:•Does your physical address match the query?

Physical location



“Sushi in Washington Square, Philadelphia”

Factors in Local Search Ranking

Relevance:

Are you a sushi restaurant in Washington Square?

Prominence:

Are you a ‘referenced’ brand online?

Distance:

How close are you Washington Square?



Let’s explore online content a little further…

Factors in Local Search Ranking: Website


• Content & keyword use is key to search ranking.

• Link to site from all directory listings

• Don’t forget about human experience

• Professional, accessible websites are more affordable than ever before.

How important is a website?RANKING FACTORS Crawable design and

navigation Localized content Keywords reinforced in

headers, copy and meta data

Current, relevant, interactive content

Domain name

RANKING FACTORS Crawable design and

navigation Localized content Keywords reinforced in

headers, copy and meta data

Current, relevant, interactive content

Domain name



• Title Tag: o Key contributor to rankingo Matters to humans & engineso Should be descriptive, keyword-rich

& relevant to page content.o SHOULD be unique for each page

• Meta Description:o Built for humans and search engineso Often produces the snippet o keyword rich, should

differ page to page

• Meta Keywords: o May factor to search queries

Meta Data & Tags


Title Tag

Title Tag

Title Tag

Meta Description

Meta Description

Meta Keywords



How effective is your website?


Would you answer no to any of these questions?

1. Do you have a domain? (www.mybrand.com or mybrand.aol.com)

2. Is your design & content accessible by search engines?

3. Has your site been optimized for search engines?

4. Do you have access to update your content?

5. Does your website drive business? Calls, foot traffic?

6. Are you able to measure and track traffic?

7. Does it reflect the quality of your brand or product?



• Google Place pages populate location-based results• Automatically generated by Google – option to verify• Free and easy for SBs• Self-manage 24/7• Access to statistics• Particularly valuable for

smaller retail businesses• Now supports service-

based businesses

Google Places – Claim your page.

Factors in Local Search Ranking: Google Places


Owner verified listing


Listing not verified


Owner verified listing displays in generic search

Creating Your Google Place: Google.com/places

Address

Web Info

Descript.

Category

Service/ destinatio

n

ShowAddress?

Hours

Creating Your Google Place

Photos X / 10

Payment Info

Videos X / 5

THREE STEPS TO CLAIM YOUR PLACE.

1. Get a Google account

2. Create & validate your listing

3. Manage & change your listing at anytime.



A. Yes!B. No, not yet.C. No, I don’t believe

I need one.D. I’m not sure

Do you have a Google Place Page?

Poll Question

Check online to see if your listing is verified.



• Key contributor to search content• Many are free to edit/manage• Ensure keyword consistency• Target industry-specific directories• Listings help generate reviews

which can impact prominenceo Note: Respond to reviews

• Invest time and patience• Consider listing management

services to save time

Directory Listing factors…

Directory Listings and Local Search Ranking



• Group Buying Dealso Big ‘share’ factoro Build awareness o Great for customer

acquisitiono $ = sometimes loss

• Social Check-ino Brand endorsemento Customer engagemento Low cost of entryo Easy participation

Prominence: Generating BuzzAre you being discussed online?

Prominence: Build a buzz



Relevance: Are you an appropriate match for that search?• Factors your business-generated online content

• Meta data and keyword consistency are of particular importance here.

Prominence: Are you credible (“cool”) enough to rank?• Factors general web buzz about your brand and online content

• Considers quantity, quality and authority of links and references

Distance: What is your proximity to the search location• Likely factors your physical address, phone number (across multiple

references)

• Location-specific keywords within website, Place Page and listings could impact.

Google’s Local Search Ranking Factors

Ranking Factors



• Ideal for some competitive verticals• Great way to get on Google, fast• Element of control / scale• Highly targeted & measurable• Option to self manage or outsource

What about paid search?

Where does paid search fit?

Like organic and local, paid search requires a high quality website or

landing page for conversion.



• Mobile browsing increasing with Smartphone adoption• 1 in 3 Americans now owns a Smartphone

Source: Arbitron

• Option to search via Smartphone browser or via apps for local products or services.

• Mobile shoppers browse to buy (Microsoft)

Mobile: Changing the face of search53% of mobile searches have local intent

Mobile is growing



Key browsing elements:• Quick load & display

o mobile optimized images

• Easy navigation o abridged version of full site

• Relevant content o Key info: address, tel. # and

product information

What does your site look like on mobile?

Mobile Search

Mobile Website Example

Home Hardware vs. Lowes



Search your brand and business (industry) Assess your website:

• Content, Page title, snippet display, mobile experience

Claim your Google Place Verify and edit your directory listings Join the conversation / start a buzz

Are you primed for local ranking?

Where to Start



• Questions?

• Presentation will be available on slideshare.net/deluxecorp

• Learn more at www.deluxeforbusiness.com

Thank you for your participation!

Questions

local search: get found by customers in your neighborhood

Business

deluxe enterprise operations

online search

local search rankingrelevance

local search association20

coverlocal search

local content

search habits of consumers

launch of place search