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it’s not your mother’s yellow pages

places. it’s not your mother’s yellow pages. Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com Twitter: @ mblumenthal. Why is Local Search Important?. 3,990,000,001. Comscore.com 01/13 | Google 03/ 10 | Mihm 6/12 | Ed Parsons/Google 11/12. Why is Local Search Important. v.

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it’s not your mother’s yellow pages

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  1. places it’s not your mother’s yellow pages Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com Twitter: @mblumenthal

  2. Why isLocal Search Important? 3,990,000,001 Comscore.com 01/13 | Google 03/10 |Mihm 6/12 | Ed Parsons/Google 11/12

  3. Why is Local Search Important v When you need to find a specialty lawyer how would you start your search? When you need to find a specialty lawyer how would you start your search? 22% Used Search 2.1% Used Social Blumenthals 12/12

  4. Why is Local Important

  5. vav Why is Local Search Important Conversions “Hi Mike, this week 6 new customers in the store based on reviews alone.  6 sales, have I mentioned lately how much I love you? If we continue to do this right, I can forego some of the expensive advertising and build up my wallet and our businesses.  WooHoo Thanks!” ~ 02/13/10 Barbara Oliver

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  10. Difference between Yellow Pages & Google Yellow Pages Difficulty: Easy Cost: Expensive Service: Phone & Rep Service Google Places Difficulty: More Complicated Cost: Free Service: Do It Yourself

  11. Some Other DifferencesWith Google Places • Business Listings areAssembled by Computer • Listings Displayed Across Different Array of Devices and Technologies

  12. How Does Google Assemblea Business Listing

  13. How Does Google Places Assemble a Business Listing The “Cluster”

  14. Listings display across different array of devices Google LocalOne Box Google TV Mobile MapsGoogle Directories Google Maps Google Car Google SMS Google Places Navigation Latitude

  15. Listings display across different array of platforms Google TV Mobile MapsGoogle Directories Google Maps Google Car Google SMS Google Places Navigation Latitude

  16. Steps To Managing Your Listing • Before You Start • Establishing Trust • Providing A Baseline Presence • Enhancing Your Standing • Review Management

  17. Before You Start – The 6 P’s • Do keyword research. • Review business name & address (NAP) • READ THE GUIDELINES • Make sure that you provideexcellent customer service.

  18. Test Keywords w/ Searches Before You Start – The 6 P’s • Keyword Research

  19. Before You Start – The 6 P’s • Review business name & address (NAP) • One name • Every Place off-line and on • One Phone Number (avoid Call Tracking) NAP Consistencyis the tactic Branding is the strategy

  20. Before You Start – The 6 P’s • READ THE GUIDELINES

  21. Before You Start – The 6 P’s •Provide Excellent Customer Service

  22. Before You Start – The 6 P’s • Pick the right categories. • Write a great business description. • Gather Digital Assets. • CHECK FOR PROBLEMS

  23. Before You Start •Check for Problems • Have you moved? • Changed Phone Numbers? • Changed Names? • Used Call Tracking? • Built on a New Road?

  24. Check for Problems NAP Audit –Getlisted.org

  25. Establish Trust with Google’s Algo • Have your contact info clearly visible on you website • WHOIS Domain Record Public (Not private) • Claim & Verify Your Business Listing w/ Google

  26. Local Search =Local Brand “Brands are the solution, not the problem. Brands are how you sort out the cesspool [of the internet].” Eric Schmidt

  27. Branded Search v

  28. Providing A Baseline Presence NAP+W – Consistent name, address, phone & website on: • Legal Documents • Phone Directories • Update Your Listing W/ Google’s Primary Providers - Localeze, infoUSA & Axciom • Update Listing W/ Important Directories - Bing, Yelp, Yahoo, CitySearch, YP, Superpages

  29. Providing A Baseline Presence

  30. Providing A Baseline Presence

  31. Providing A Baseline Presence Claim Other Important Local listings : • Facebook • Claim Industry Specific Directories -Tripadvisor, Avvo, DealerRater etc. • (YellowBot, Kudzu) • Note: You claim it. You own it.

  32. Providing A Baseline Presence

  33. Enhancing Your Standing Increase your Relevance & Prominence v

  34. Enhancing Your Standing INCREASE YOUR RANK (Prominence): • Citations & In-bound Links • Reviews

  35. What is a Citation? • Any online content that Google can associate with your Places Account. • Includes Business Name Or Number 1 or more of the following: Phone Number Address Link

  36. Citation Examples (In order of importance) #2 No Links v Barbara Oliver and Co Jewelry5820 Main Street Suite 311Williamsville, NY 14221(716) 204-1297 In a Directory: Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-204-1297 In a newspaperarticle or blog post:

  37. Citation Examples (In order of importance) #1 Links on Business Name Web Or Keyword v Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 - Williamsville, NY 14221-5776 - (716) 204-1297 Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311- Williamsville, NY 14221, your source for custom jewelry in Buffalo Barbara Oliver and Co. Jewelry(716) 204-1297 http://www.barbaraoliverandco.com These Must be Earned

  38. How Do You Get Citations? The New Currency of Business Relationships • Boards you volunteer on • Donations to charity • Chamber of Commerce • Mine Existing Links • Local Blog Posts

  39. Local Search = Brand Define: Brand LOCATION • Who you are & where you are located • What you do • What you do better than anyone else • What people are saying about you TRUST

  40. + local places • http://blumenthals.com/blog/austin/ ‎ Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com | Twitter: @mblumenthal

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