Local SEO

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Goodbye Yellow Pages. Hello Local Search

What Businesses Need to Know About Using Local Search to Drum Up Sales


About Me. Jiyan Wei• Director, Product Management @ Vocus.

• Speaker@ SES, SMX, PubCon, Newcomm Forum, etc.

• Published in SES Magazine, PRSA Tactics, Visibility Magazine, DMNews, etc.

• Blogs @ newinfluencer.com and bloggingprweb.com.

• MSc in Media/Comm. @ the LSE.


The Case for Search

Pew Internet and American Life Project (2009)


Online has become local

• Local search currently stands at 12% of core searches in the top 5 portals.

• Local search grew 58% in 2008, reaching an annual total of 15.7 billion searches.

- comScore, Inc.


The Case for Search


Agenda

• Anatomy of search.

• Search engine optimization (SEO).

• Internal SEO.

• External SEO.


Anatomy of Search


Paid Search


Organic Results


POLL 1


Search Engine Optimization

A set of methodologies that make it easier for search engines to find, index, categorize, and rank Web content.

Lee Odden / TopRank Online Marketing



Internal External


Internal SEO


Internal SEO > Title Tag


Internal SEO > Phone Number


Internal SEO > Visible Content


Internal SEO > Secondary Pages


POLL 2


Internal SEO


External > Google Places


External > RegistriesMust haves:

• Google Places - http://www.google.com/local/add/analyticsSplashPage• Yahoo! Local - http://listings.local.yahoo.com/• Bing Local - https://ssl.bing.com/listings/ListingCenter.aspx • DMOZ – http://www.dmoz.org

Nice-to-haves:

• Yelp .com (Restaurants, bars, general) • Local.com (General )• YellowPages.com (General) • CitySquares.com (General) • Sharperoo.com (Construction)

http://www.google.com/local/add/analyticsSplashPage

http://listings.local.yahoo.com/

https://ssl.bing.com/listings/ListingCenter.aspx

http://www.dmoz.org/


POLL 3


Link Building with PRWeb


Tips for Localizing your Release

• Localize the headline in the title • Use local identifiers in the body of the release• Use local identifiers in the links


Link Building with Local Influencers

L2 Lounge

• High-end lounge in Washington, DC.

• Membership-based.

• Business goal of driving both memberships and transactional customers.


Tactics

L2 Lounge – Outreach Tactics

• Identified top local influencer (i.e bloggers, journalists, etc.)

• Reached out with personalized,

direct outreach.

• Made exclusive invitations.


Link Building with Local Influncers

L2 Lounge – Outcomes

• Top, localized link to L2 Web site.

• Article is #2 result in Google for “L2 Lounge”

• Article ranks #3 in Google for

“Best Lounge in DC”

• 1000 article visitors monthly.


For More Information

Thank You!

More information: http://service.prweb.com/

Product blog: www.bloggingprweb.com

Professional blog: www.newinfluencer.com

Twitter: @prweb

http://www.bloggingprweb.com/

http://www.newinfluencer.com/


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Local SEO

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