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


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Local Search is growing exponentially by 50% each year!

1 billion local searches per month in 2009

1.5 billion local searches – 2010



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Almost 1.5 billion LOCAL searches in May 2010…

That’s 20% of Google’s search volume!

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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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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…


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Will they find your competition instead?


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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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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


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1. Directoriesa) Local/Geo

b) Industry

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


9 reviews9 reviews

2 reviews2 reviews

8 reviews8 reviews

1 review1 review

1 review1 review

6 reviews6 reviews

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1. Directoriesa) Local/Geo

b) Industry

2. Reviews


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


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2. Reviews

3. Citations

4. Social MediaSHARING

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2. Reviews

3. Citations

4. Social Media CHECK-INS

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1. Relevance

2. Prominance

3. Distance

Which place is the closest?

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16 miles away16 miles away

PLACES RANKINGCRITERIA

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



5 miles

0 miles

5 miles

www.katandmouse.com

5 miles

0 miles

16 miles away16 miles away

5 miles

0 miles

12 miles





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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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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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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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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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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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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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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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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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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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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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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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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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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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Twitter #katndmouse

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