Local Search: Get Found by Customers in Your Neighborhood
-
Upload
deluxe-corporation -
Category
Business
-
view
522 -
download
2
description
Transcript of Local Search: Get Found by Customers in Your Neighborhood
Local Search: Get found by customers in your neighborhood.
Stephanie Rowan•Twitter.com/deluxecorp•Facebook.com/deluxecorp•Youtube.com/deluxecorporation•Slideshare.net/deluxecorp
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 2
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Why is local search such a hot topic?• Anatomy of Google search results
o Increased focus on local • How Google produces local results
o Website: Content is keyo Google Places: Claim your listingo Directory Listings: Fuel for engineso References: Are you being discussed?
• The mobile search factor• Are you set up for local search?
Topics to cover
Local search: What’s all the talk about?
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 4
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Consumers now turn to web for local info.o Yellow Pages Association Rebrands as Local Search
Association
• 20% of online search related to a location. Source: Google
• Mobile growth changing search habits of consumers.
• Key web brands continue to focus on local.
• The web represents affordable options for SMBs.
The Yellow Pages are getting thinner…
SEARCH THEN
SEARCH NOW
Top sourcesYellow Pages
Google/mobile
Who needs to be online?
National Retailers
Local Businesses
Why is local such a hot topic?
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 5
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Search Engines
Directory Listings
Geo-local/Check-in
Group Buying / Daily Deal
Big brands continue to focus on local…
Why is local such a hot topic?
Engines continue to revise results to
highlight local content.
• Google / Facebook Places• Yellowpages
rebrands
It’s getting competitive: as big brands evolve products with a local
and SB focus.
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 6
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Organic Search (SEO)o search engines’
core results
• Paid Search (PPC)o search engines –
paid listings
• Local Search (Mix)o directory listings,
Places, GPS
Search: Breakdown
Search Engines: Result Listings
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 7
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Non-local Google search results
Search Engines: Result Listings
PAID
ORGANIC
PAID
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 8
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Search Engines: Result Listings
LOCAL
ORGANIC
LOCAL
LOCAL
PAID
Localized Google search results
PAID
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 9
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Search Engines: Result Listings
Local search Google results – September 2010.
PAID
PAID
There was plenty of paid search real-estate in September of 2010
There was plenty of paid search real-estate in September of 2010
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 10
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Search Engines: Result Listings
Local search Google results today.
PAID
In October 2010, results changed with the launch
of “Place Search.“
In October 2010, results changed with the launch
of “Place Search.“
Factors in local search ranking…
according to Google.
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 12
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Google’s 3 key signals for local ranking…
Factors in Local Search Ranking
RELEVANCE:•Is your online content relevant to terms queried?
PROMINENCE:•Is your brand referenced online?
DISTANCE:•Does your physical address match the query?
Physical location
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 13
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
“Sushi in Washington Square, Philadelphia”
Factors in Local Search Ranking
Relevance:
Are you a sushi restaurant in Washington Square?
Prominence:
Are you a ‘referenced’ brand online?
Distance:
How close are you Washington Square?
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 14
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Let’s explore online content a little further…
Factors in Local Search Ranking: Website
Factors in Local Search Ranking: Website
• Content & keyword use is key to search ranking.
• Link to site from all directory listings
• Don’t forget about human experience
• Professional, accessible websites are more affordable than ever before.
How important is a website?RANKING FACTORS Crawable design and
navigation Localized content Keywords reinforced in
headers, copy and meta data
Current, relevant, interactive content
Domain name
RANKING FACTORS Crawable design and
navigation Localized content Keywords reinforced in
headers, copy and meta data
Current, relevant, interactive content
Domain name
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 16
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Title Tag: o Key contributor to rankingo Matters to humans & engineso Should be descriptive, keyword-rich
& relevant to page content.o SHOULD be unique for each page
• Meta Description:o Built for humans and search engineso Often produces the snippet o keyword rich, should
differ page to page
• Meta Keywords: o May factor to search queries
Meta Data & Tags
Factors in Local Search Ranking: Website
Title Tag
Title Tag
Title Tag
Meta Description
Meta Description
Meta Keywords
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 17
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
How effective is your website?
Factors in Local Search Ranking: Website
Would you answer no to any of these questions?
1. Do you have a domain? (www.mybrand.com or mybrand.aol.com)
2. Is your design & content accessible by search engines?
3. Has your site been optimized for search engines?
4. Do you have access to update your content?
5. Does your website drive business? Calls, foot traffic?
6. Are you able to measure and track traffic?
7. Does it reflect the quality of your brand or product?
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 18
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Google Place pages populate location-based results• Automatically generated by Google – option to verify• Free and easy for SBs• Self-manage 24/7• Access to statistics• Particularly valuable for
smaller retail businesses• Now supports service-
based businesses
Google Places – Claim your page.
Factors in Local Search Ranking: Google Places
Factors in Local Search Ranking: Google Places
Owner verified listing
Factors in Local Search Ranking: Google Places
Listing not verified
Factors in Local Search Ranking: Google Places
Owner verified listing displays in generic search
Creating Your Google Place: Google.com/places
Address
Web Info
Descript.
Category
Service/ destinatio
n
ShowAddress?
Hours
Creating Your Google Place
Photos X / 10
Payment Info
Videos X / 5
THREE STEPS TO CLAIM YOUR PLACE.
1. Get a Google account
2. Create & validate your listing
3. Manage & change your listing at anytime.
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 24
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
A. Yes!B. No, not yet.C. No, I don’t believe
I need one.D. I’m not sure
Do you have a Google Place Page?
Poll Question
Check online to see if your listing is verified.
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 25
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Key contributor to search content• Many are free to edit/manage• Ensure keyword consistency• Target industry-specific directories• Listings help generate reviews
which can impact prominenceo Note: Respond to reviews
• Invest time and patience• Consider listing management
services to save time
Directory Listing factors…
Directory Listings and Local Search Ranking
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 26
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Group Buying Dealso Big ‘share’ factoro Build awareness o Great for customer
acquisitiono $ = sometimes loss
• Social Check-ino Brand endorsemento Customer engagemento Low cost of entryo Easy participation
Prominence: Generating BuzzAre you being discussed online?
Prominence: Build a buzz
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 27
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Relevance: Are you an appropriate match for that search?• Factors your business-generated online content
• Meta data and keyword consistency are of particular importance here.
Prominence: Are you credible (“cool”) enough to rank?• Factors general web buzz about your brand and online content
• Considers quantity, quality and authority of links and references
Distance: What is your proximity to the search location• Likely factors your physical address, phone number (across multiple
references)
• Location-specific keywords within website, Place Page and listings could impact.
Google’s Local Search Ranking Factors
Ranking Factors
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 28
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Ideal for some competitive verticals• Great way to get on Google, fast• Element of control / scale• Highly targeted & measurable• Option to self manage or outsource
What about paid search?
Where does paid search fit?
Like organic and local, paid search requires a high quality website or
landing page for conversion.
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 29
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Mobile browsing increasing with Smartphone adoption• 1 in 3 Americans now owns a Smartphone
Source: Arbitron
• Option to search via Smartphone browser or via apps for local products or services.
• Mobile shoppers browse to buy (Microsoft)
Mobile: Changing the face of search53% of mobile searches have local intent
Mobile is growing
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 30
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Key browsing elements:• Quick load & display
o mobile optimized images
• Easy navigation o abridged version of full site
• Relevant content o Key info: address, tel. # and
product information
What does your site look like on mobile?
Mobile Search
Mobile Website Example
Home Hardware vs. Lowes
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 32
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Search your brand and business (industry) Assess your website:
• Content, Page title, snippet display, mobile experience
Claim your Google Place Verify and edit your directory listings Join the conversation / start a buzz
Are you primed for local ranking?
Where to Start
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 33
© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
• Questions?
• Presentation will be available on slideshare.net/deluxecorp
• Learn more at www.deluxeforbusiness.com
Thank you for your participation!
Questions