get your local bizbuzz on

www.katandmouse.com

Get Your

Local Bizbuzz Onby

Kathy Long, LSOLocal Search Optimization Specialist, Kat &

Mouse

www.katandmouse.com

What is a Local Search?

Local Search is aBuzzLocal Search is aBuzz

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What is a Local Search?Answer: 1. Contains a location in the search query such

as “Santa Cruz custom cabinets”

2. Any search made online with the intention of making a purchase OFFLINE

3. Any search that would traditionally be made in the print Yellow Pages becomes a local search when made online

Local Search is aBuzzLocal Search is aBuzz

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Local Search is aBuzzLocal 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

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Local Search is aBuzzLocal Search is aBuzz

Almost 1.5 billion LOCAL searches in May 2010…

That’s 20% of Google’s search volume!

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Local Search is aBuzzLocal 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.

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Local Search is aBuzzLocal Search is aBuzz

80% of shoppers are looking for you online!

What should you be asking yourself?

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Is your business where everyone is looking? Or…

Local Search is aBuzzLocal Search is aBuzz

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Will they find your competition instead?

Local Search is aBuzzLocal Search is aBuzz

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To address “local” popularity, in October, 2010 Google rolled out big change in their local search results.

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October 2010, Google rolls out Local Search change

October 2010, Google rolls out Local Search change

NEWOLD

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Google Places Ranking Criteria Google Places Ranking Criteria

1. Relevance

Which place most closely matchesthe keyword query?

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Google Places Ranking CriteriaGoogle Places Ranking Criteria

Relevance1. Optimized Pace:

Business Title, Categories, Description

2. Optimized website – Now MORE than ever!

3. Industry Directories

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Google Places Ranking CriteriaGoogle Places Ranking Criteria

1. Relevance

2. Prominance

Which place is themost popular?

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Prominence(search long’s cabinet felton)

1. Directories –Add validity, trustand a popular signal to your businessa) Local/Geo

b) Industry

Google Places Ranking CriteriaGoogle Places Ranking Criteria

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Prominence(search long’s cabinet felton)

1. Directoriesa) Local/Geo

b) Industry

2. Reviews1. Hotpot2. Yelp3. Merchant Circle4. Yahoo5. Facebook6. Rich snippets

Google Places Ranking CriteriaGoogle Places Ranking Criteria

9 reviews9 reviews

2 reviews2 reviews

8 reviews8 reviews

1 review1 review

1 review1 review

6 reviews6 reviews

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Prominence(search long’s cabinet felton)

1. Directoriesa) Local/Geo

b) Industry

2. Reviews

Google Places Ranking CriteriaGoogle Places Ranking Criteria

ThumbtackDiamond CertifiedFacebookRich snippets ON your site

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Prominence1. Directories

a) Local/Geo

b) Industry

2. Reviews

3. Citations - should include address1. Chambers, Business Assoc.

2. News mentions

3. Other local sites

Google Places Ranking CriteriaGoogle Places Ranking Criteria

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Google Places Ranking CriteriaGoogle Places Ranking Criteria

Prominence1. Directories

2. Reviews

3. Citations

4. Social MediaSHARING

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Google Places Ranking CriteriaGoogle Places Ranking Criteria

Prominence1. Directories

2. Reviews

3. Citations

4. Social Media CHECK-INS

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Google Places Ranking CriteriaGoogle Places Ranking Criteria

1. Relevance

2. Prominance

3. Distance

Which place is the closest?

www.katandmouse.com

16 miles away16 miles away

PLACES RANKINGCRITERIA

Distance from town center –or you, if you don’t enter a city

PLACES RANKINGCRITERIA

Distance from town center –or you, if you don’t enter a city

5 miles

0 miles

5 miles

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5 miles

0 miles

16 miles away16 miles away

5 miles

0 miles

12 miles

PLACES RANKINGCRITERIA

Distance from town center –or you, if you don’t enter a city

PLACES RANKINGCRITERIA

Distance from town center –or you, if you don’t enter a city

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Google Places Action ItemsGoogle Places Action Items

Get CLOSE: Claim or create your Google page (and Yahoo, Bing, and now Facebook)

Almost all local searches include map listings,

only 14% of which been claimed!

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Google Places Action ItemsGoogle Places Action Items

GET CLOSE: Claim or create your Google page (and Yahoo, Bing, Facebook)

• Create additional Place pages within your city or in other cities 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?

Google: Each doctor (or other independent professional) should have their own listing, with one more listing for the clinic.

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Google Places Action ItemsGoogle Places Action Items

Optimize your Place and Local pages for RELEVANCY – CONSISTENCY is KEY!

1.Business Title1. Use real business name that is

consistent throughout the web

2. Best to include location in your name if you can

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Google Places Action ItemsGoogle Places Action Items

2. Categories1. Select one ready-made category

2. Add 4 more RELEVANT categories

3. Do your keyword research first!

Optimize your Place and Local pages for RELEVANCY

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Google Places Action ItemsGoogle Places Action Items

3. Description1. This is your call to action

2. Use keywords

3. Mention other cities you serve

Optimize your Place and Local pages for RELEVANCY

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Google Places Action ItemsGoogle Places Action Items

64%

56%

55%

55%

49%

43%

42%

23%

22%

5%

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 adultsSource: Forrester Research

2%

Optimize your Place and Local pages for RELEVANCY - Give them what they are looking for

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Google Places Action ItemsGoogle Places Action Items

Optimize your website for RELEVANCY

1. Keyword-rich title tags

2. Keyword-rich copy

3. Location-specific pages

4. Contact information consistent and frequent

5. Build inbound links (look for local sites rich with local keywords and industry-specific sites)

6. Anchor text on inbound links include LOCATION!

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Google Places Action ItemsGoogle Places Action Items

Build PROMINENCE: Claim directory listings

Most important directories1. Yelp.com2. YellowPages.com3. MerchantCircle.com4. CitySearch.com5. DexKnows.com6. Hotfrog7. Kudzu8. Mojopages9. Manta

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Google Places Action ItemsGoogle Places Action Items

Build PROMINENCE: Get Citations1. BBB

2. Chamber of Commerce

3. Newspapers

4. Local blogs

5. Patch

6. Local charities

7. Local schools

8. Local radio

9. Local TV

LOCAL CITATION FINDER

http://www.whitespark.ca/local-citation-finder

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Google Places Action ItemsGoogle Places Action Items

Build PROMINENCE: Get reviews1. Send out email requests

2. Have a computer set up at your biz to take reviews

3. Put a link to review sites on your website

4. Offer incentives

5. Use Thumbtack.com

6. Myreviewspage.com

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Google Places Action ItemsGoogle Places Action Items

Build PROMINENCE: Get reviews6. Use QR codes

Have it link to review site. Print on receipts, invoices, Business cards, etc.

Generate your own QR code at Kaywa.com for use at the place of your business or on business cards, flyers, etc.

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Google Places Action ItemsGoogle Places Action Items

Build PROMINENCE: Get the Buzz out with Social!

1. Get Facebook Page(now showing up in Places)

2. Tweet

3. Encourage Checkins

4. Create somethingREMARKABLE! 1. Video2. Blog3. Infographic

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Google Places Action ItemsGoogle Places Action Items

Next stepResearch your competitors for RELEVANCY &

PROMINANCE1. What keywords are they using2. Which categories are they in3. Do they have photos, videos4. Are you updating their listing?5. How well optimized is their website?6. Which directories are they in?7. Where are they getting inbound links?

Update your website and your listings accordingly but remember…

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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.

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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.

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Just don’t getleft behind.

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Kat & MouseKat & MouseWe’ll keep you a step ahead!KickStart Brainstorming Local OptimizationSearch Engine OptimizationOptimized Website Development

We’ll keep you a step ahead!KickStart Brainstorming Local OptimizationSearch Engine OptimizationOptimized Website Development

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