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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 12/13 | 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 12/13 | Google 03/10 |Mihm 6/12 | Ed Parsons/Google 11/12

  3. Why is Local Search Important v 47.6% Used Search 7.6% Used Social Blumenthals 12/12

  4. Why is Local Search Important v 31% Used Search 10.9% Used Social Blumenthals 12/12

  5. Why is Local Important

  6. 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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  12. 1600 x 900

  13. 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

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

  15. How Does Google Assemblea Business Listing

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

  17. 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

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

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

  20. 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.

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

  22. 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

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

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

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

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

  27. Check for Problems NAP Audit –Getlisted.org

  28. 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

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

  30. Branded Search v

  31. 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 (Factual) • Update Listing W/ Important Directories - Bing, Yelp, Yahoo, CitySearch, YP, Superpages, BBB (pd)

  32. Providing A Baseline Presence

  33. Providing A Baseline Presence

  34. Providing A Baseline Presence

  35. Providing A Baseline Presence

  36. Providing A Baseline Presence

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

  38. Providing A Baseline Presence

  39. Enhancing Your Standing Increase your Relevance & Prominence v

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

  41. 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

  42. 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:

  43. 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

  44. 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

  45. 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

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

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