Local SEO in 2013Tips & Insights

Chelsea BlackerUK.BLUEGLASS.COM

@ChelseaBlacker

Chelsea Blackercblacker@blueglass.com@chelseablackerBLUEGLASS.COM

Local in 2013Mobile

+Maps & Listings

+Review Sites

+On Site Optimisation

+Outreach

Mobile in 2013

Geospatial Industry & Geographic Information Systems

Source: esri.com/news/arcnews/summer12articles/strengthening-the-gis-profession.html

Local Intent

Focus on local intent to rank post-Venice Update of February 2012

• “1 in 3 searches are local” says Ed Parsons, Geospatial Technologist at Google

• 53% of smart phones users access a search engine on their phone each day

• 59% of users visit a local store after searching for it on the mobile web.

• 2013 more people will access the web through a mobile device than through a computer

Source: http://www.thinkwithgoogle.com/insights/emea/library/studies/our-mobile-planet-United-Kingdom/

Maps & Listings

Q: Where is the center?A: Each council decides

Business Directory DataSearch Engine Source 1 Source 2Google Thomson

Local

Yahoo Infoserve Smart View

Bing Live Local Listings

Yellow Pages

Apple Maps

Google Maps

Source: Image by @davidmihm

Review Sites

Ask “why are those ranking?”

Who is reviewing you?x2

x3

x86

Power Reviewers are Gold

NeAlways respond to negative reviews

Encourage customersvia social media login

Qype

Seek out other influencers

Discover Influential Reviewers

“title=”Elite 2013″” london site:yelp.com/user_details

Source: @chiropractic

Discover Influential Reviewers

Discover Influential Reviewers:Findpeopleonplus.com

Content:On Site

Create 1 Unique Landing Page for every address

http://www.abcselfstore.co.uk/abc/camden.html

Utilise Rich Snippets• Use the Local business code from Schema.org: http://

schema.org/LocalBusiness• http://schema-creator.org/organization.php• Rich snippet reviews• Via Yelp• http://schema.org/Review

5 Quality Images Per Location

• Hire a photographer to take 5 high quality images and make sure each image is geocoded!

• Exif Data - Exchangable image file format – this data is embeded into the JPEG file and plugs in the coordinates

• Geocoding – adding geographical data to any digital photograph

• Edit Geo Exif Data: http://www.geosetter.de/en

Upload a Geo SitemapTool: http://www.geositemapgenerator.com/input

Content:Off Site

Google+ Page

Reclaim Old Listings• Search for your old address• Create listings for everything under your control• Car park• Storage facility• Shipping Depot• Industrial Estates• At home offices

Start Advertising on AdWords

Content:Outreach

Understand the Local Digital Community

Search Queries:• allinurl: brixton blog• intitle:brixton inurl:blog• inurl:brixton intext:restaurant

Report to Local News SourcesContent

Host a Digital Eventx

Become a local authority with Wikimapia.org

Archives: Become a local authority with History Pin

Becoming a local authority with Placeopedia

Connect wikipedia articles with locations

x

Become a Local Radio Sponsor

Build Local links with job listings• Create job pages for individual locations

*this URL is fake

2013 Summary Tips

1. Local Power Reviewers & Authors are to be very influential2. Connect with local neighborhood influencers like radio, blogs,

and job sites3. Create quality content about your physical address and share it

via maps, Wikipedia, digital archives, blogs, hobbyist & enthusiasts websites.

4. Professional quality images with geo-tagged data is a must5. The basic on site principles still apply; rich snippets, one page

per location, and a KML sitemap

Chelsea Blackercblacker@blueglass.com@chelseablackerBLUEGLASS.COM