Local SEO: How to Totally Own in Google

Adam and Laura AlterCreated for the Austin SEO Meetup

seo.meetup.com/107July 2, 2008

What is local search?

Local search is a search term + geo

modifier.

[austin car wash]

What is local SEO?

Local SEO is on-site and off-site optimization, that makes your website more relevant to

local search queries.(PS. it's also reputation

management)

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Local is somewhat new and not perfect.

Google is still trying to automatically handle

interpret searches, but they aren't there yet.

Austin Texas house painting

Google believes this searcher is looking for local referrals and shows the map.

Austin Texas house paintER

Google believes this searcher is not looking for local referrals and does not show the map. Why?

Why should you care about local search?

You should care because most

searches have local intent (eventually).

Online search influenced $471 billion worth of offline

sales last year versus only $136 billion in e-commerce

sales. (eMarketer, 2008)

How many businesses are losing sales because they can't be

found online?

Product research and comparison shopping happen

online. (69%, 68%) But 67% of those purchases happen

offline. (Accenture) 90% of purchases are made within

50 miles of a person's home. (Kelsey) Local visibility mandatory

for mom and pops.

Every SEO must understand the power of

local search and the nuances in searcher intent to be more relevant to their

searches.Many searches result in a local event - even if they don't start that way.

You know you need it, so let's go over

how to do it.Local SEO is a supplement to standard SEO. Make sure the

SEO basics are done first.

First, how are local results displayed?

There are 3 result formats:1. Google 10-Pack2. Authoritative Onebox3. Integrated Map

10-PackGoogle moved from 3 to 10 results in Feb. 08. Some searches still show 3. Clear attempt to inject more local results among the "big boys." Can be shown lower, too.

Authoritative Onebox

The Holy Grail of local search. Google believes that this one result is the exact match for your query.

Integrated Map

Shows as a blended result. Can expand your search results to get more info without leaving page.

Are your local websites showing up

in any of these formats?

Where do search engines get local data?

⇨ From their local business centers.

⇨ From business information aggregators.

⇨InfoUSA, Axciom, review websites, etc.

Search engines cannot (yet) read your website and process the specific local information, like business hours. They get it from trusted sources.

Local SEO starts with a series of basic

steps.It's no one step that

matters - it's the aggregate result of all of them.

Start with the local directory at the major SEs:

⇨ Google Local Business Center⇨Yahoo! Local⇨Live/MSN Local⇨ (links will be emailed after the

meetup)

Add your information to "yellow pages"-type websites that aggregate local data:⇨ Axciom, InfoUSA, Localeze⇨SuperPages, YellowPages, Local.com⇨These sites feed other websites, so it's critical that this data is accurate everywhere.

Add your business to local directory and review sites:⇨ Citysearch.com, InsiderPages.com⇨Yelp.com, MerchantCircle.com,

TrueLocal.com⇨BOTW (local), Kudzu.com⇨ Industry-specific sites: search for

"your industry +reviews" and "your industry +directory."

Add your business to truly local sites and directories:⇨Local Chamber of Commerce, local

business groups and associations.⇨Local library websites⇨Hyperlocal sites/blogs like Outside.in⇨HelloAustin.com, AustinPages.com,

etc.⇨Links from local sites reinforce the

local connection.

So how to do you get into the Google 10-

Pack?

Obviously, Google doesn't divulge the secret sauce.

But it does seem like there are several factors that

may affect which sites are listed in the 10-pack. But

first...

Why does the 10-pack exist?

Mom and Pop shops can compete on a more "even"

turf. People weren't clicking past the old 3

listings. It also pushes IYP-type sites to paid search.

(intentionally? :D)

Factors that likely influence 10-Pack placement:⇨ Info must be in Local Business

Center⇨Location (current algo favors

central)⇨Reviews

⇨Positive, negative, quantity, reviewer profile

⇨Links and web references.

Reviews: No Longer Optional.

The importance of reviews cannot be

overemphasized. Not just for SEO, but for every local

business.

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Favoring the city center:

Where does Google get their reviews?Google prefers different sources for different industries. Doyour researchand get reviewswhere Google shows they matter.

Implement a review plan:⇨Businesses MUST ask for reviews.⇨Create a review page on the

merchant site and link and give instructions for most important sources.⇨Print this URL on their business cards,

receipts⇨Email follow-up requests work well.

⇨Negative reviews can make reviews more credible/real.

Don't forget video!

⇨Video is easy to implement in local SEO.⇨Produce once, get benefit over and over.⇨Need minimal equipment, make it real.⇨Many online profile listings accept

video.⇨These are like mini-commercials.⇨For example, for a restaurant, interview the chef

making a fave dish, and the owner on the history, etc. Edit with free/cheap software and voila!

Notes on local link building:

⇨Think "citations" versus links.⇨Google seems to treat website mentions very

differently in its local algo.⇨Mentions of busines name, address and

phone appear to reinforce the existence of the business.

⇨Links and citations on websites that Google treats as local.

⇨Focus on reinforcing your local relevance. Research your 10-pack competitors.

The Future of Local Search

What's on the horizon?

Future of Local Search:⇨Algos getting better, more accurate.⇨Google now asking for zip codes on

some types of searches in some areas.⇨Paving the way for more geo-targeting in

Adwords by zip?

⇨More and more results with local flavor.

⇨Take advantage of blended search results!

⇨Reviews help filter the best local venues.

Local Search 101

⇨Get your business listed in the SE's business centers.

⇨List on IYPs, directories, review sites.

⇨Get links from sites that are deemed local by Google.⇨Citations and links.