Winning Local Search with Data
-
Upload
david-minchala -
Category
Technology
-
view
884 -
download
0
description
Transcript of Winning Local Search with Data
Presented by David Minchala for
New York SearchLove Conference
Me
More about me
Local SEO + Agency SEO + Corporate + Startup
This is:
My observations & opinions Based on my experience over 4 years in localMy interpretation of all data points
This is NOT:
Yodle’s search strategyYodle’s view on searchYodle’s interpretation of the data presented here
Disclaimer
(Sorry, Rand…)
Local SEO Challenges
Different RulesLocal Algorithm Broad Algorithm
http://www.seomoz.org/article/search-ranking-factors
http://www.davidmihm.com/local-search-ranking-factors.shtml
“Regular SEO” Tools
Versus
Local SEO Tools
(direct) / mom’s bridge club
Tracking
Where (else) the Action Is
Where (else) the Action Is
35% of Adults own a smartphone
Source: Pew Internet
Where (else) the Action Is
58% of them use Maps, foursquare,
Yelp etc.Source: Pew Internet
Where (else) the Action Is
90% search for local info; 87% of those
take action.Source: The Smartphone User & The Mobile Marketer
Your customers don’t have to visit
your website to call you or find out where you are.
Data
http://www.google.com/insights/search/#q=divorce%20lawyer&geo=US&date=1%2F2007%2012m&cmpt=q
?
Remember this? http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
The right tactics
More Content!
You != Demand Media
Selling a service, not CPM
Stumble and Fall
A service page != Compelling linkbait,
traffic generator
No link value, no qualified traffic
VideoBranding & conversion
Search visibility
Low/No ROI
BloggingLinkbait
What about…
The long tail?
Universal search?
Domain authority?
Decision time
Map Pack or Blended SERP
85% of the time
SERP Type
Local*Organic
Your Playing Field
10,000 keywords
Head and mid-long
tail
All geo-modified
Monitored over
3-month period
Is organic your #1 priority?
Should it be?
Data data everywhere
Essential Research:
What makes the client
money?What’s their customer’s financial commitment?
What are the implications?
• Seasonal• Business &
Residential
A/C Installs, Service
Contracts
• Longer sale cycle• Potentially price-
sensitive consumer base
High $ Avg. Cost
for Customers
Top priorities for target Keywords
Two types of citations/links to
build
Give something for free
Reviews, testimonials, comparisons best bet for
content
HVAC Example
Best
customer? Worst
customer?Typical
customer?Personas are helpful here,
too.
Keyword Research Filters:
(High value Modifiers)
(Avoid/Remove)
(High volume
Modifiers)
Local Demand
Find it:
Local Demand
Cross-check it:
“mechanic”
Where Am I Now?
Google:Search by name, then address, then phone
Factual:Where is NAP not
standardized?
Where Are My Competitors?
Local Search Toolkit:
Go Get ‘em!
American Fact Finder
Local Search Toolkit
Factual
Whitespark
SEO Tools PluginNAP Finder
Thank you!
Q&A