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Goodbye Yellow Pages. Hello Local Search
What Businesses Need to Know About Using Local Search to Drum Up Sales
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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.
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The Case for Search
Pew Internet and American Life Project (2009)
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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.
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The Case for Search
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Agenda
• Anatomy of search.
• Search engine optimization (SEO).
• Internal SEO.
• External SEO.
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Anatomy of Search
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Anatomy of Search
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Anatomy of Search
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Anatomy of Search
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Paid Search
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Organic Results
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POLL 1
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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
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Search Engine Optimization
Internal External
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Search Engine Optimization
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Internal SEO
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Internal SEO
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Internal SEO > Title Tag
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Internal SEO > Phone Number
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Internal SEO > Visible Content
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Internal SEO > Secondary Pages
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Internal SEO > Secondary Pages
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Internal SEO > Secondary Pages
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Search Engine Optimization
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Search Engine Optimization
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POLL 2
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Internal SEO
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External > Google Places
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External > Google Places
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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)
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POLL 3
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Link Building with PRWeb
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Link Building with PRWeb
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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
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Link Building with Local Influencers
L2 Lounge
• High-end lounge in Washington, DC.
• Membership-based.
• Business goal of driving both memberships and transactional customers.
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Tactics
L2 Lounge – Outreach Tactics
• Identified top local influencer (i.e bloggers, journalists, etc.)
• Reached out with personalized,
direct outreach.
• Made exclusive invitations.
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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.
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For More Information
Thank You!
More information: http://service.prweb.com/
Product blog: www.bloggingprweb.com
Professional blog: www.newinfluencer.com
Twitter: @prweb
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