Optimizing Your Online

Presence for Local Search

Francis Skipper Director of Search Marketing

617-986-0226

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

www.451Marketing.com

Agenda

Search Basics

Defining Local Search

Optimizing Your Site for Local Search

Claiming and Optimizing for Local Search

Optimizing Mobile for Search

Time and Resources

Measurement

Agenda

A Little Background

On Search

20 %

80 %

Search Engine Result Page (SERP)

Organic Results

Paid Results

33% of US consumers spend at least

3 hours online every day.

Source: The Media Audit (10/11)

Why should I care about search?

Worldwide, 88,000,000,000 searches are conducted on Google per month.

34,000 Per Second

2,000,000 Per Minute

121,000,000 Per Hour

3,000,000,000 Per Day

2.6 billion local searches conducted each month

Accounts for 30% of all search traffic

79% of people used the internet to

find local business in the past year

51% explicitly characterize behavior as

shop online, buy offline

comScore (10/11), Smallbusiness.com (7/11)

In 2011, more than 50% of all local searches

done from mobile devices.

By 2014, mobile internet use will exceed

desktop internet use

Marketing Sherpa (2011)

Local Search as a

Game Changer

Local Search

pizza

Traditional Search –The Search Term (“What”)

Local Search

Local Search – Search Term (“What”) +

Geographic Modifier (“Where”)

pizza boston

Optimizing Your Site:

Local Search Best Practices

Local SEO is SEO that makes your business

listing more relevant to local search queries

Involves both content and reputation

management across multiple sites

Local Search Best Practices:

Optimize & Localize

Your Website

Full Text Local Phone Number & Address

Full Text for Search and Mobile

Current Copyright Date

Local landing for multiple locations

No 100% Flash/Image Sites

What the Customer Sees…

What Sees…

What the Customer Sees…

What Sees…

HTML Text for Image Based Messaging

<h1 class="pageHeading" style="font-size: 130px;">Asian Bites</h1>

Use Keywords in Call to Action Text

Stay Up-to-date On Hosting Fees

Local Tagging (Images, Video, Other Content)

<img src="http://neborestaurant.com/blog/wp-content/uploads/2011/07/Food-at-Nebo.jpg" alt="Boston's Best Food" title="Food at Nebo" width="350" height="350" class="alignright size-full wp-image-247" align="right">

Local URL

Claiming Your Business On Other Platforms:

Local Search Best Practices

Optimizing for Mobile

Local Search Best Practices

Mobile landing page with click #, opentable (if

applicable), hours, maplink BVI MOCK UP

Dedicated Mobile Landing Page

Time & Resources:

Planning for Local Search

As With Any Marketing Initiative,

Time, and Resources

Measuring Your Results:

Local Search Best Practices

Tools For Success

Free • Overlay 2-3 metrics • Conversion and goal tracking • Adwords integration • Geo-tracking

Set Conversion Points • Contact/Map page visits • Menu Downloads • Mobile visits • Top referrers

Measure Twice, Cut Once!

Free • Unique site visitors • Top keywords to drive traffic Pro • 5 sites • 2 years back • Demographic Details

Learn from your competitors!

Free • Demographic data • Similar sites • Traffic data • Even more benefits with pixel

association

Learn about your customers!

Free • New interface (easier to

use) • ROI, ROAS reports • Keyword opportunity

reports • Exportable reports

Make small, targeted buys

Free • New interface • Ad targeting by likes

and association • Exportable reports • Sponsored Stories

Use Facebook to Hyper-target

Drive Social Conversations

Free • Trends for your

keywords/industry/products • Illustrate demand

• Optimize content/coding with relevant, locally-focused keywords

• Full-text local phone number & address

• Current copyright date

• No 100% flash Websites

• Provide alternate html text for image-based messaging

• Use keywords in your calls-to-action (not “click here”)

• Stay up to date on hosting/domain fees

• Make sure your site has a mobile-friendly landing page

• Claim your business! Use local keywords on claiming sites

• Integrate local keyword strategy on social networks

Take-Aways (a.k.a. Write These Down!)

We specialize in:

• Search Engine Optimization (SEO)

• Paid Search and Pay-Per-Click Advertising

• Paid Media Management

• Traditional and Digital Public Relations

• Targeted Press Releases

• Content Creation

• Social Media Marketing

• Social Media Strategy Development/Training

• Web Design and Implementation

• Brand Development

Francis Skipper Director of Search Marketing

617-986-0226

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

www.451Marketing.com

Questions?