SMX London 2012 presentation - Understanding Google Penalties
Local Search and The Google 10 - SMX Melbourne 2011
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Local Search and the Google 10 Jeff Ferguson CEO, Fang Digital Marketing Board Member, SEMPO LA Writer, DeadTreeMedia.com
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Local Search and The Google 10 was originally presented at SMX Melbourne 2011 by Jeff Ferguson, CEO and Lead Consultant of Fang Digital Marketing (www.FangDigital.com).For more information or assistance with your own Local SEO campaigns, please feel free to reach out to Jeff and his team.
Transcript of Local Search and The Google 10 - SMX Melbourne 2011
Local Search and the Google 10
Jeff Ferguson CEO, Fang Digital Marketing
Board Member, SEMPO LA
Writer, DeadTreeMedia.com
mobro.co/JeffFerguson
Here, There Be Monsters
Don’t Fear The 10/7 Pack
• What is it?
Don’t Fear The 10/7 Pack
• What is it?
AdWords
AdWords Ad Extensions
10/7 Pack
Don’t Fear The 10/7 Pack
Don’t Fear The 10/7 Pack
• What is it?
– AdWords
• Pay-per-clicks text ads, the life blood of Google
• Can be geo-targeted, but rarely are despite Google’s best efforts
– AdWords Ad Extensions
• Map Marker & AdWords with Maps
– Relatively new test in the AdWords family, ran only in San Francisco & San
Diego
– Test completed last week, Google is analyzing data for possible continuation
– Flat monthly fee based on location, etc.
– Included click and call tracking
• Traditional AdWords with an address
– A little hard to find in the AdWords interface, but worth the effort
– 7/10 Pack
• Similar to Google’s organic listings, but map related
• Google grabs this data from a variety of sources, but you can also add it
yourself via the Local Business Center
• Usually the most relevant result for a local search
Optimizing for the 7/10 Pack
Optimizing for the 7/10 Pack
• Get your own address right… everywhere – Consistency of address across all sites & citations
– Address found on every page of your site
– No PO boxes
• Phone numbers – Jury is out on consistency, so in the mean time, use call
tracking
– Some concern over toll free numbers
• Register with the various Local business centers – Google's Local Business Center
– Yahoo's Local Search
– Live/BING Search Local Listing Center
Optimizing for the 7/10 Pack
• Citations are Local’s link building – Local.com
– Hot Frog
– InfoUSA
– Localeze
– MerchantCircle
– Superpages
– TrueLocal
– Yell
– YellowPages.com
Optimizing for the 7/10 Pack
• Some little local tweaks… – Service and/or product name in business name &
description
– City name in the business name & description
– Location close to city center
– Reviews, especially good ones (naturally)
• Jury is still out, but nice anyway… – Photos and videos
– Coupons
Keep an eye out for changes
• Google is testing Local CONSTANTLY
– Check back in with your listings at least once a
month
Why Bother with Local?
• 20 billion searches for local information made in 2010.
• 70% of U.S. households do some kind of search for a local service or product on a daily basis.
• 75% of Internet users have looked for services and products within an area close to their home or business.
• 55% of all Internet search engine references are for locally sold products and services.
