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Local Search Ranking Factors - OMS Denver 2011
The document discusses optimizing websites and business listings for local search engine results. It provides tips for on-page optimization of websites, getting citations and reviews from authoritative local sources, and avoiding data confusion across online listings and sources to improve local search rankings. The guidelines emphasize accurately representing the business name, location, and details to avoid spammy practices or listing businesses in places they do not exist physically.
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Local Search Ranking Factors - OMS Denver 2011
- 1. Local Search RankingFactors OMS Denver 2011 @belasco / @seoverflow
- 2. Agenda What IsLocal Search and Why Is It Important? Optimizing Your Website For Local Optimizing Your Place Page Off Place Page and Off Site Local Search Optimization (Citations, Reviews, Data Confusion)
- 3. What is LocalSearch?
- 4. Local Search isany search made with the goal of finding something in a specific geographic area. This is known as searching with local intent . What Exactly is Local Search?
- 5. Essentially, anything thatyou would traditionally look for in the print Yellow Pages becomes a Local Search when it is conducted online. What Exactly is Local Search?
- 6. 70% Percentage ofpeople who go online FIRST when looking for local business information 73% Percentage of online activity is related to local content (Google - May, 2007) Why is Local Search So Important?
- 7. ROBO – Researchonline, buy offline 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP / comScore) 90% of online commercial searches result in offline bricks and mortar purchases (proprietary research / comScore) 66% of Americans use online local search, like Google local search to locate local businesses (TMP / comScore) 54% of Americans have substituted the internet and local search for phone books (comScore networks) 43% of search engine users are seeking a local merchant to buy something offline. http://www.thelocalone.com/why.htm Why is Local Search So Important?
- 8. Have You NoticedSomething Different?
- 9. Old Google Vs.New Google
- 10. Blended Vs PureGoogle Results @belasco / @seoverflow http://www.davidmihm.com/blended-vs-pure-local-search.shtml
- 11. Anatomy Of ABlended Result @belasco / @seoverflow Link To Website (website title tag or biz name) Address and Phone Number Website Title Tag, Meta Description or Google Places Description Star rating and link to Place Page Link To Place Page Map Marker in alpha order. Snippet from a review Direct link to reviews on other websites
- 12. Google Knows WhereYou Are
- 13.
- 14. Local Search RankingFactors @belasco / @seoverflow http://www.davidmihm.com/local-search-ranking-factors.shtml
- 15. Local Search RankingFactors @belasco / @seoverflow http://www.davidmihm.com/local-search-ranking-factors.shtml
- 16. Optimize Your WebsiteFor Local Now More Important Than Ever
- 17. All ‘traditional’ SEObest practices Include business name, address, and phone number on every page (footer) is fine. Include Business Keyword Location | Business Name in the title tag of your homepage Create a page for each physical location Optimize Your Website For Local
- 18. Encode your businessname, address and phone number in Schema.org format (http://www.schema.org/LocalBusiness) Encode reviews, testimonials and ratings in Schema.org Review Format (http://www.schema.org/Review) Create and upload a GeoSitemap (http://www.mygeoposition.com/) Embed Geo Metatags in the head of your HTML code ( www.mygeoposition.com/ ) Embed a Google Map of your location on your contact page Advanced On-page Local SEO
- 19. Get powerful, authoritative,local (if possible) links to your website Check your competitors links using www.opensitexplorer.org Sponsor local events and organizations Get listed in all local directory websites Start a PR campaign for press coverage Link Building For Local @belasco / @seoverflow
- 20. Optimizing Your GooglePlaces Listing
- 21. Get a GoogleMaps Listing
- 22. Use your mainkeyword phrase and complementary terms in your profile descriptions Grab the long tail by including: Your products and services The brands you carry The locations you serve Anything else important in your niche Optimize Your Places Listing
- 23. Complete Your Listing@belasco / @seoverflow
- 24. Upload Photos andVideos @belasco / @seoverflow
- 25. Hi HINT: UseLocalSearchToolKit.com Choose The Right Categories @belasco / @seoverflow
- 26. Create Coupons (Offers)@belasco / @seoverflow
- 27. Use AdditionalDetails to specify keyword rich content about your business Optimize Your Places Listing
- 28. Reasonable Expectations It’sunreasonable to think you should rank in Local Search for places where you are not located. (Refer to the new guidelines.) If you want to rank for places where you are not located, but where you do business, it’s best to concentrate on optimizing your website for those terms. Consider PPC ads for additional locations. Multiple Locations
- 29.
- 30. Citations are citesor mentions of your business on web pages. They do not have to contain a link. They do not have to contain location information. Citations from trusted local sources have more impact than others. Citations
- 31. Get citations fromthe right sources There’s increased agreement on the importance of citations. The right sources probably vary by industry. There are some standard, trusted sources that are probably good for everyone, like Superpages, BBB and Yelp. Citations from hyper local sources may be gaining in influence. Citations
- 32. Competitors Citations @belasco/ @seoverflow
- 33. Uncover new sourcesfor citations by: Looking at the citations your competitors have and seeing if you can get them in the same places. Looking at the citations businesses like yours in other areas have. Look at the citations of businesses related to yours. HINT: USE LOCALSEARCHTOOLKIT.COM Citations
- 34.
- 35. Google thinks reviewsare exactly what people looking for a local business want to see. Get Reviews
- 36. Google pulls reviewsfrom all across the web Niches have different trusted review srcs. The More Reviews, the Better!
- 37. Uncover new sourcesfor reviews by: Looking at the reviews your competitors have and seeing if you can get them in the same places. Looking at the reviews businesses like yours in other areas have. Look at the reviews of businesses related to yours. HINT: USE LOCALSEARCHTOOLKIT.COM Another HINT: Get Keywords used in your reviews Reviews
- 38.
- 39.
- 40. Data Confusion inregards to local search simply means there are inconsistencies with the core business data (name, address, phone number NAP) online. Data Confusion is the primary reason most of the clients who call us do not rank well in Local Search results Data Confusion is the most overlooked local search ranking factor Don’t Forget Your NAP
- 41. Careless submissions anddata entry Moving business location Changing phone numbers Promoting non-existent locations Read more here: http://www.seoverflow.com/local-seo/typical-causes-of-data-confusion-in-local-search/ What Causes Data Confusion?
- 42. 7-pack results for‘San Francisco Bakeries’ Analysis Of A 7 Pack
- 43. How?: Search foryour biz name Search for your biz address Search for your biz phone number Look at your citations in Maps Don’t forget to search for things which are not obvious such as an extra phone number or old address Check for Data Confusion
- 44. Make sure tostandardize information everywhere: Use the same name, address and phone numbers everywhere online and offline Go to the sources of business data and standardize information there. Check for location trust and correct discrepancies wherever you find them. Standardization Builds Trust
- 45. Speaker Contact Info[email_address] 303-905-1504 ext 1 @belasco Linkedin.com/in/miketheinternetguy Mike Belasco Speaker Photo
- 46. Business Listing Quality“ Business Listings in Local Business Center must have correct information about physical, local businesses, as they appear in the real world . Google reserves the right to suspend access to Local Business Center or to other Google Services to individuals or businesses violating these guidelines.” http://maps.google.com/support/bin/answer.py?hl=en&answer=107528 Places Listing Guidelines
- 47. Business Name Spam“ Represent your business exactly as it appears in the offline world. The name on Google Maps should match the business name, as should the address, phone number and website. Do not attempt to manipulate search results by adding extraneous keywords or a description of your business into the business name.” Places Listing Guidelines
- 48. Physical Location Spam“ Do not create listings at locations where the business does not physically exist. PO Boxes do not count as physical locations. The precise address for the business must be provided in place of broad city names or cross-streets.” Places Listing Guidelines
- 49. Multiple Location Spam“ Do not create more than one listing for each business location, either in a single account or multiple accounts. Businesses that operate in a service area as opposed to a single location should not create a listing for every city they service. Service area businesses should create one listing for the central office of the business only. Places Listing Guidelines
- 50. Best Practices “Use a shared, business email account, if multiple users will be updating your business listing. If possible, use an email account with a domain that matches your business URL. For example, if your business website is www.giraffetoys.com, a matching email address would be [email protected].” Places Listing Guidelines
Editor's Notes
- #22 You may have one even if you didn’t create it. Make it say what you want it to say about your business.
- #23 Like education, training, experience, professional memberships, certifications, awards, etc
- #36 Reviews are exactly what people looking for a local business want, so reviews influence Google Maps results.
- #44 Actually look at all of these pages to: Verify information is correct Find opportunities (Upgrade a free listing, find a place people can review you, etc.)