local.com - local seo
DESCRIPTION
Jeff Ferguson Local Search MarketingTRANSCRIPT
Local SEO: Getting On the Map
Who We Are
NASDAQ: Local.com
IPO Q3 2004
Website launched Q3 ’05
Today
Flagship www.local.com local search engine, plus
business directories on 700+ regional media sites
Patented local search technologies
Large market share
Growing organic traffic across site and network
>20MM unique visitors per month
Top 10 in search with growing share
Top 3 fastest-growing in local online advertising
Advertising revenue model
>20,000 small business customers
Ad partners include Yahoo!, Superpages.com,
Yellowpages.com and many more
1
Overview
Don’t Fear the 10/7 Pack
• Seriously, it’s there for a reason
REAL Content is King
• Don’t fake it until you make it, just make it
Fight The Right Battles
• Don’t take on the big boys
BONUS: The Most Powerful Search Tool EVER
Here, There Be Monsters
Don’t Fear The 10/7 Pack
What is it?
Don’t Fear The 10/7 Pack
What is it?
AdWords
AdWords
Ad Extensions
10/7 Pack
Don’t Fear The 10/7 Pack
What is it?
• AdWords
� Pay-per-clicks text ads, the life blood of Google
� Can be geo-targeted, but rarely are despite Google’s best efforts
• AdWords Ad Extensions
� Map Marker & AdWords with Maps
– Relatively new test in the AdWords family, ran only in San Francisco & San Diego
– Test completed last week, Google is analyzing data for possible continuation
– Flat monthly fee based on location, etc.
– Included click and call tracking
� Traditional AdWords with an address
– A little hard to find in the AdWords interface, but worth the effort
• 7/10 Pack
� Similar to Google’s organic listings, but map related
� Google grabs this data from a variety of sources, but you can also add it yourself via the Local Business Center
� Usually the most relevant result for a local search
REAL Content is King
Content – A great way to get great organic placement
REAL Content is King
Content:
• A great way to get great organic placement
� However, you have to make it your own content
• Don’t steal your content from the corporate office, the franchise company, industry specialists, etc.
� While duplicate content is low on the list of poor SEO habits, it certainly doesn’t help
• Be the industry expert you are, online
� Write articles, start a blog, get the word out there
� If you can’t write a lick, there is plenty of help out there
Fight The Right Battles
David & Goliath in local search
Fight The Right Battles
David & Goliath in local search
• As mentioned previously, be the product and service expert in the form of great content on your site, however, do it locally, not nationally
• Target your content via locally relevant articles
� Don’t just write about “radon”, the EPA has that covered
� Write about “radon in Phoenix, AZ” because that’s what your customers are looking for when they are shopping for a product or service
The Most Powerful Search Tool EVER
The Most Powerful Search Tool EVER
You!You!
