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Local Search: Beyond the Basics

Local Search: Beyond the Basics. Matt McGee, SEO Manager Marchex SearchFest 2007, Portland March 7, 2007. About Me. Matt McGee. Son, brother, neighbor, and husband of business owners to whom local search matters Web development since 1995 SEO / SEM since 2000.

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Local Search: Beyond the Basics

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  1. Local Search: Beyond the Basics Matt McGee, SEO Manager Marchex SearchFest 2007, Portland March 7, 2007

  2. About Me Matt McGee • Son, brother, neighbor, and husband of business owners to whom local search matters • Web development since 1995 • SEO / SEM since 2000 Marchex, SEO Manager http://www.marchex.com/ Small Business SEM http://www.smallbusinesssem.com/ © Matt McGee, 2007.

  3. Overview The Basics Just so we’re all on the same page… Beyond the Basics • 4 tips to make your pages more “local” • Geo-targeted ads • Local search advertising Local Search 2.0 What happened on January 29, 2007… © Matt McGee, 2007.

  4. Local Search:The Basics

  5. Local Search: The Basics Local Search Marketing Address on every page. Submit to Google Local Business Center. http://www.google.com/local/add/businessCenter 3. Submit to Yahoo! Local Listings Center. http://listings.local.yahoo.com/ 4. Submit to MSN Local. http://webapp.localeze.com/bizreg/add.aspx © Matt McGee, 2007.

  6. Local Search: The Basics Local Search Marketing (cont.) 5. Add/Fix listings at major business databases infoUSA: http://list.infousa.com/dbupdate.htm Acxiom: http://bcb.acxiom.com/start.pl Amacai:http://www.localeze.com/manage 6. PPC: Bid on local keywords (“Portland dentist”) © Matt McGee, 2007.

  7. Local Search: The Basics You Can Do Better! © Matt McGee, 2007.

  8. Local Search:Beyond the Basics

  9. Local Search: Beyond Basics SEO Tactics • Make Your Pages “More Local” PPC Tactics You’re Not Done Yet! © Matt McGee, 2007.

  10. Local Search: Beyond Basics Make Your Pages “More Local” • Physical address and LOCAL phone number on all pages © Matt McGee, 2007.

  11. Local Search: Beyond Basics Make Your Pages “More Local” • Physical address and LOCAL phone number on all pages • Write out a “Location / Directions” page XYZ Widgets is located in the Shadow Trails Shopping Center on 4th Avenue in the North Hills area of Happyville, Washington. Our address is 425 4th Avenue, Suite 201, Happyville, WA, 99999. © Matt McGee, 2007.

  12. Local Search: Beyond Basics Make Your Pages “More Local” • Physical address and LOCAL phone number on all pages • Write out a “Location / Directions” page • Use every geographic locator you can (ZIP, area codes…) XYZ Widgets is located in the Shadow Trails Shopping Center on 4th Avenue in the North Hills area of Happyville, Washington. Our address is 425 4th Avenue, Suite 201, Happyville, WA, 99999. © Matt McGee, 2007.

  13. Local Search: Beyond Basics Make Your Pages “More Local” • Physical address and LOCAL phone number on all pages • Write out a “Location / Directions” page • Use every geographic locator you can (ZIP, area codes…) • Use them in <TITLE>, anchor text (internal and inbound) XYZ Widgets is located in the Shadow Trails Shopping Center on 4th Avenue in the North Hills area of Happyville, Washington. Our address is 425 4th Avenue, Suite 201, Happyville, WA, 99999. © Matt McGee, 2007.

  14. Local Search: Beyond Basics SEO Tactics • Make Your Pages “More Local” PPC Tactics • Geo-target ads • Advertise on local search engines You’re Not Done Yet! © Matt McGee, 2007.

  15. Local Search: Beyond Basics Geo-target Ads • Ads shown based on location • Google, Yahoo, and MSN support this © Matt McGee, 2007.

  16. Local Search: Beyond Basics Advertise on Local Search Engines • Not much traffic, but very targeted • Google, Yahoo, and MSN support this © Matt McGee, 2007.

  17. Local Search: Beyond Basics SEO Tactics • Make Your Pages “More Local” PPC Tactics • Geo-target ads • Advertise on local search engines You’re Not Done Yet! • IYP listings and advertising (Superpages.com, YellowPages.com, etc.) • Local Directory/Review sites (CitySearch, Yelp, etc.) © Matt McGee, 2007.

  18. Local Search: Beyond Basics You’re Not Done Yet! • Add/Fix Listings @ Internet Yellow Pages • 10-15% of local search share • supply data to Google, Yahoo!, others • Encourage User Reviews • searchers rely on them • algorithms likely consider them • CitySearch.com, Yelp.com, etc. © Matt McGee, 2007.

  19. Local Search 2.0:January 29, 2007

  20. Local Search 2.0 © Matt McGee, 2007.

  21. Local Search 2.0 What It Means to You • Google Maps traffic up 26% in February • Proves value of: • Accurate business data • Directory / IYP listings • Directions • User Reviews • Local Search Optimization © Matt McGee, 2007.

  22. Local Search: Beyond the Basics Thank You! Matt McGee mmcgee@marchex.com http://www.marchex.com/ http://www.smallbusinesssem.com/ © Matt McGee, 2007.

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