Local Search Is a Buzz
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Local search is growing rapidly, with over 3 billion local searches expected in 2012. It is important for businesses to claim and optimize their Google Places and other local directory listings to appear in local search results. This involves adding business information, photos, videos, and collecting reviews to increase prominence. Regular updates and monitoring of competitors is also important to remain visible and relevant to local customers conducting online searches.
Local Search Is a Buzz
- 1. Get Your Local Bizbuzz On by Kathy Long, LSO Local Search Optimization Specialist, Kat & Mouse
- 2. Local Search is aBuzz Local Search is growing exponentially by 50% each year! 1 billion local searches per month in 2009 1.5 billion local searches – 2010 2.3 billion local searches – 2011 3.45 billion local searches – 2012
- 3. Local Search is aBuzz Almost 1.5 billion LOCAL searches in May 2010… That’s 20% of Google’s search volume!
- 4. Local Search is aBuzz 80% of shoppers are looking for you online! 80% search online before purchasing in a 10-20 mile radius. From John Hanke, VP of Google Maps Over 85% of those contact the business. More than 60% of those purchase.
- 5. Local Search is aBuzz 64% 56% 55% 55% 49% 43% 42% 23% 22% 5% 2% Distance from you Convenient hours Easy access to info Discounts/promotions Ratings and reviews Seeing the place on the map Whether the company has website Referrals from people you know Photos Videos None of these Base: 4,706 US online adults Source: Forrester Research What are local searchers looking for? QUESTION: When searching online, what is important to you?
- 6. Is your business where everyone is looking? Or… Local Search is aBuzz
- 7. Will they find your competition instead ? Local Search is aBuzz
- 8. What is a Local Search? Local Search is aBuzz
- 9. What is a Local Search? Answer: Contains a location in the search query such as “Santa Cruz custom cabinets” Local Search is aBuzz
- 10. To address “local” popularity, in October, 2010 Google rolled out big change in their local search results.
- 11. October 2010, Google rolls out Local Search change NEW OLD
- 12. Google Places Ranking Criteria 1. Relevance
- 13. Google Places Ranking Criteria Relevance Prominance
- 14. Google Places Ranking Criteria Relevance Prominance Distance
- 15. 16 miles away 5 miles 5 miles PLACES RANKING CRITERIA Distance from town center – or you, if you don’t enter a city 0 miles
- 16. 16 miles away 5 miles 0 miles 5 miles 0 miles 12 miles PLACES RANKING CRITERIA Distance from town center – or you, if you don’t enter a city
- 17. Google Places Ranking Criteria Prominance (search long’s cabinet felton) Directories – Add validity to your business Local/Geo Industry
- 18. Google Places Ranking Criteria Prominance (search long’s cabinet felton) Directories Local/Geo Industry Reviews Hotpot Yelp Merchant Circle Yahoo 9 reviews 2 reviews 8 reviews 1 review 1 review 6 reviews
- 19. Google Places Ranking Criteria Prominance (search long’s cabinet felton) Directories Local/Geo Industry Reviews My Reviews Page Review Wednesdays and Tweet #RWX
- 20. Google Places Ranking Criteria Prominance (search long’s cabinet felton) Directories Local/Geo Industry Reviews - Make it easy for your clients to leave them! Generate your own QR code at Kaywa.com for use at the place of your business or on business cards, flyers, etc. Create a direct link to Places review box like this where cid=your id: http://maps.google.com/maps/place?cid=8612728639224254627&dtab=2&action=openratings&ct=write-review
- 21. Google Places Ranking Criteria Prominance 1. Directories Local/Geo Industry Reviews Citations - should include address Chambers, Business Assoc. News mentions Other local sites LOCAL CITATION FINDER
- 22. Google Places Ranking Criteria Relevance Business Title Business Categories Business Description Optimized website + Directories and Citations
- 23. Google Places Action Items Step 1: Claim your Google Places account (and Yahoo, Bing, and now Facebook) Almost all local searches include map listings, only 14% of which been claimed!
- 24. Google Places Action Items Step 1b: Create additional Place pages if you qualify. MB: What is Google’s recommended practice in regards to handling the multiple listings that most professionals and clinics end up with? Should we endeavor to have one listing for the practice Place and merge all of the doctors (or whatever) into the one listing or should a we endeavor to keep the individual doctor listings? Google: Each doctor (or other independent professional) should have their own listing, with one more listing for the clinic.
- 25. Google Places Action Items Step 2: Claim directory listings Most important directories Localeze.com Yelp.com YellowPages.com MerchantCircle.com CitySearch.com DexKnows.com Hotfrog Kudzu Mojopages Manta
- 26. Google Places Action Items Step 3: Get reviews Send out email requests Have a computer set up at your biz to take reviews Put a link to review sites on your website Use QR codes to direct customers to your review sites Offer incentives ?
- 27. Google Places Action Items Step 4: Optimize your website Keyword-rich title tags Keyword-rich copy Location-specific pages Contact information consistent and frequent Build inbound links Come to my Santa Cruz Marketing Roundtable presentation on February 23.
- 28. Google Places Action Items Next step Local Mobile Claim your Facebook Place page Use Foursquare and Gowalla Consider mobile marketing with Yelp, Facebook, Google Local Advertising Groupon, Living Social, Hotfrog Google Burst, Google Tags Facebook Deals
- 29. Google Places Action Items Next step Research your competitors What keywords are they using Which categories are they in Do they have photos, videos Are you updating their listing? How well optimized is their website? Which directories are they in? Where are they getting inbound links? Update your website and your listings accordingly but remember…
- 30. If you were in a group of people being chased by a bear, you only need to be 1 step ahead of the slowest person.
- 31. Likewise, you only have to be 1 step ahead of your competitor. So, don’t overwhelm yourself. You don’t have to do it all.
- 32. Just don’t get left behind.
- 33. Kat & Mouse We’ll keep you a step ahead! www. katandmouse .com facebook.com/katandmouSEO Twitter #katndmouse