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Local SEO For Global Marketing
The document discusses local SEO strategies for businesses, highlighting the importance of optimizing for local search results, especially on platforms like Google Maps and Google Places. It points out the rapid growth of local searches, emphasizing that over 20% of all searches are local and the significant role of mobile in this trend. Key factors for success in local SEO include accurate business information, customer reviews, and effective use of local directories.
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Local SEO For Global Marketing
- 1. LocalSEO For GlobalMarketing
- 2.
- 3. Full service digitalagency: SEO, PPC, SMM
- 4. Founded 2009 inSofia, Bulgaria
- 5. Clients form USA,UK, Israel & Bulgaria
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- 7. Google AdWords CertifiedPartner Company
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- 10. Seeking information onlinewith the intention of making a transaction offline
- 11. Results served frommultiple sources:
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- 13. mobile search(Android, iPhone,BlackBerry);
- 14. local directories(Yelp, InsiderPages, Super Pages);
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- 16. Local Search (cont’d)Googleserves local results based on IP address
- 17. “Google mapsis a way of organizing the world's information geographically”(Lars Rasmussen,Google Maps co-founder)
- 18. Local SEOvsOrganic SEO
- 19. “We werenot local enough in multiple countries, especially in countries where there are multiple languages or in countries whose language is the same as the majority country.” (AmitSinghal, Google Engineer)
- 20. Top priority forGoogle-Yelp/Groupon buyout attempts
- 21. Maps/local dataconsider to be 100% accurate(Atlas, Encyclopedia, car GPS unit …)
- 22. Local Search Exploding17%ofGoogle SERPs show maps
- 23. 70% of allsearches with local intent
- 24. 20% ofall searches are local(2.8 billion/monthglobally), upwards50% in mobile search
- 25. Fastest growing areaof search!
- 26. 82% oflocal searchers follow up offline with in-store visit, phone call or purchase
- 27. Over 50%of mapsusage now coming from mobile (up from 40% only2 months ago!)
- 28. 35% ofALLsearches are local
- 29. 60 millionGoogle Placesglobally, 6 millionowner-verified(3 million in USA only) – huge opportunities!
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- 31. Places everywhere- Google, Facebook & Twitter
- 32. Group buying– over150sitesin USA alone
- 33. Local ad platforms-CityGrid,Chitika, XadSources: DM News, Kelsey Group, comscore
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- 39. Google’s Local StrategyApril2010: LBC becomes Google Places with new features
- 40. October2010: location ofGoogle Maps in SERPs moved to the right hand side, pushing organic bellow the fold
- 41. November 2010: GoogleHotpot introduced in 47 languages (ratings + likes)
- 42. Marissa Mayermoved toLocal and now its public face
- 43. Latitude only thesocial view ofMaps, to which Google willbe adding functionalityGoogle focusing on new local product developments in the context of their 2 core products – Maps & Places
- 44. Hotpot recommendations isthe first salvo of differentiation
- 45. Mobile is theprimary focus for local development
- 46. Integration of ratings/reviewsin SERPs leads to increase uptakeImage credits: BlueGlass.com, Blumenthals.com
- 47. Anatomy ofО-pack ListingWebsitePage TitleWebsite Meta DescriptionLocal RankTotal Review CountTop Review SourcesImage From Place PagePlace PageLinkLocation Data From Place Page
- 48. Clustered Top CitationsTopReviewsBook Here!Photos/videos From Owner and Sources
- 49. SentimentAnalysisCustom DetailsDetails FromOther Sites
- 50. Related Similar PlacesNearbyInformation From Website, UGC, Local Directories, Social Media, Groupon (recently)Total Count Of Citations
- 51. The 3Main FactorsFrom Google Location
- 52. Where is thebusiness located
- 53. Proximity to thelocation in search query
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- 61. Occurrences in UGCNAP= Name+ Address+ Phone!
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- 63. Top 10 PositiveFactorsBusiness address in the location in search query
- 64. Accurate and completedetails(NAP)
- 65. Business Categories –at least 2 default categories, spam here leads to penalties (Awaiting Removal tag)
- 66. Locationin business name/ description (decreasing)
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- 71. UGC -My Maps, KML files, microformats
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- 76. Contact/About us pagesHowabout Check-ins & Offers?Credit: SmallBusinessSEM.com, DavidMihm.com
- 77. Google Places ChecklistClaimedand100% completedGoogle Places Page
- 78. Only one pageper location
- 79. Multilingual sites canclaim a page for each language
- 80. More than 10location- Bulk upload via a spreadsheet
- 81. Local phone number(avoidToll Free/Tracking numbers)
- 82. Company business name–exactly asoff-line
- 83. Company description– upto200 characters
- 84. Categories– up to5(default and custom)
- 85. Exact address (Str.vs. St., Blvd vs. Boulevard)
- 86. Website/ business emailw/ same domain
- 87.
- 88. Photos (up to10 )and videos (up to 5) - thumbnail
- 89. Work hours/ Paymentaccepted
- 90. Real time updatesfrom the owner (up to 30 days)
- 91. Respond publicly asthe ownerGoogle Places Checklist (cont’d)Custom details(get creative not spammy here)
- 92. Place verification asap– mail and/or phone
- 93. Free offers witha photo/offer code
- 94. QR codesreplaced w/NFC codes
- 95. Tagsdiscontinued inApril2011
- 96. Upload photo asa Google user (after approval)
- 97. Photos in slideshow(max. 1MB, 1024x1024px)
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- 99. Facebook/Twitter linksin custom details
- 100. Foursquare RSSimport to Google Places
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- 107. Free business photosession fromGoogle (in 12 countries)
- 108. Tracking Traffic FromGooglePlaces Google Analytics URL Builder & 301 redirect
- 109. Call tracking (MongooseMetrics, Century Interactive)
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- 112. New Analytics interface+ new Place URLs?
- 114. Issues With GooglePlacesDuplicate / Merged listings
- 115. Lack of customersupport
- 116. Incomplete and pre-washedstats data
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- 121. Lost reviews formGoogle
- 122. Lost stats datafromGoogle
- 123. Bulk upload verificationLocalSEOFor the WebsiteLocal terms in titles / descriptions/ internal links
- 124. Consistent contact detailson each page(footer)
- 125. Dedicatedlanding page foreach business location
- 126. Pages Contact /About us
- 127. Inserted map fromGoogle Maps
- 128.
- 129. Geo-sitemap + KMLfiles
- 130. Links from localdirectories
- 131. Social media sitesw/ geo-mapping features:Panoramio, Picasa, Flickr, Twitter, Buzz, YouTube, Foursquare, Facebook, Gowalla …
- 134. Local SEO TakeawaysOnealgo for local & traditional SEO-SEO more important than ever
- 135. Local directories arestill a competitor
- 136. AdWordsmore important andmore competitive
- 137. Reviews and citationsare crucialfor every business
- 138. More room forGoogle Place in SERPsCITATIONS
- 139. REVIEWS Image credit:DavidMihm.com
- 140.
- 141. Local ShoppingBenefits storesw/ more then 10 locations
- 142. Product list tobe updated weekly
- 143. Product prices andquantities to be updated daily
- 144.
- 145. Google Local Shoppingoverview: http://goo.gl/c2TRGLocal Shopping
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- 147. Upcoming Events inPlace Page (Wcities, Zevents)Local Social
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- 167. Bing Business PortalBingMaps feed Bing and Facebook
- 168. Slider indicatorsfor the main categories
- 169. Admin right authorizationto third parties
- 170. Free mobile siteand aQR code for mobile devices
- 171. Links toFacebook& Twitteraccounts
- 172. Window sticker w/complete business information
- 173. CreatingDeals (coupons) and freepromotion onBing (PC/Mobile) & Facebook
- 174. High resolution photoson Bing Maps (game changer?)Town Me + GeoAPI
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- 198. Google Places ForMobile
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- 206. Google Maps ForFunGoogle Sightseeing
- 207. Google Street View:Cars/Bikes/Trolleys …
- 208. Follow YourWorld
- 209. Google Maps w/Street View
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- 211. Google Art Projectandmany more …
- 212. Find me locallyin PlovdivStanislavDimitrovStanislav.DimitrovSearchRocks
Editor's Notes
- #5 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #6 Local data and local search results are data that users rely on to be 100% accurate. It could be that they've been taught from a young age that maps are accurate. Think back to when you'd use an Atlas or Encyclopedia (I know...what's that?), and you'd analyze the specific details of a topographical map, or the exact scale used to measure distances. The thought never crossed your mind that much of this data could simply be wrong. Even in more recent digital history, when people enter in an address in their car's GPS unit, they don't assume it will be wrong some of the time. People expect perfect data in maps.
- #15 Hotel rates in Places page/resultsBooking directly in Places
- #16 Sentiment analysis - the ability to parse reviews into finer categoriesNew place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
- #20 Oct 2010 - location Categories - what are the best categories?Reviews - what are the best sites to get reviews?Citations - what are the best sites to get listed?Links - what are the best links to build?
- #23 Full address now in adLocation extension (Use addresses from a Google Places account ; Use manually entered address)Boost
- #25 Google has a responsibility to ensure local data is accurate because local data is the bridge between search and the real world. And when information is wrong in local, it leads to real world consequences.
- #27 Categories - what are the best categories?Reviews - what are the best sites to get reviews?Citations - what are the best sites to get listed?Links - what are the best links to build?
- #29 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #30 Oct 2010 - location of Google maps in search results moved to the right hand side pushing organic bellow the fold
- #31 Reviews – People will talk!
- #34 Shopping results in Place page
- #38 Hotpot iPhone
- #39 Business photos from Google: United States, Japan, Australia, New Zealand, UK, South Korea, and France http://maps.google.com/help/maps/businessphotos/
- #40 What are Google’s two biggest Local vulnerabilities? Lack of “in-house” user reviews and the lack of a social graph. one of the things that I think Google found so attractive about Groupon was the potential for an insane review count–30+ million if each Groupon user left even one review about their experience at a business they’d visited. Carter was tight-lipped about how many native Places reviews Google had, but compare that 30 million number to the 14 million Yelp reviews
- #41 limited nationwide rollout of check-in offers at “thousands of places across the U.S. using Latitude on the iPhone and Android”.
- #42 Hotpot iPhone
- #43 Hotpot iPhone
- #44 Hotpot iPhone
- #45 What are Google’s two biggest Local vulnerabilities? Lack of “in-house” user reviews and the lack of a social graph. one of the things that I think Google found so attractive about Groupon was the potential for an insane review count–30+ million if each Groupon user left even one review about their experience at a business they’d visited. Carter was tight-lipped about how many native Places reviews Google had, but compare that 30 million number to the 14 million Yelp reviews
- #47 Hotpot iPhone
- #48 Hotpot iPhone
- #49 Hotpot iPhone
- #50 Hotpot iPhone
- #51 Hotpot iPhone
- #52 Hotpot iPhone
- #53 Hotpot iPhone
- #54 Hotpot iPhone
- #55 Haven’t totally figured out local strategyPlaces Check-ins (+ Deals)Perhaps 2+ million SMBs with Pages?Active vs. presence onlyPenetration in some categories high Compare: Google Places (4M+)
- #58 Without a doubt, 2009 was the year that Twitter became a major player in local search. TheirAPI added location awareness in August, and just last week Twitter bought TownMe, the owner of GeoAPI. Twitter has truly become a critical component for local online marketing More than 200 million users globallyMore than 65 million “tweets” per dayWants to figure out localPlaying with dealsWants to offer ad product for SMBs
- #61 New place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
- #64 New place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
- #66 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #67 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #68 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #69 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #70 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #71 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #72 Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- #74 Google Latitude iPhone
- #75 Google Places iPhone