NEFS Local Search 3.12.12
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Optimizing Your Online Presence for Local Search
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Presented at the New England Food Show by Francis Skipper, Director of Search Marketing at 451 Marketing.
Transcript of NEFS Local Search 3.12.12
Optimizing Your Online
Presence for Local Search
Agenda
Search Basics
Defining Local Search
Optimizing Your Site for Local Search
Claiming and Optimizing for Local Search
Optimizing Mobile for Search
Time and Resources
Measurement
Agenda
A Little Background
On Search
20 %
80 %
Search Engine Result Page (SERP)
Organic Results
Paid Results
33% of US consumers spend at least
3 hours online every day.
Source: The Media Audit (10/11)
Why should I care about search?
Worldwide, 88,000,000,000 searches are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day
2.6 billion local searches conducted each month
Accounts for 30% of all search traffic
79% of people used the internet to
find local business in the past year
51% explicitly characterize behavior as
shop online, buy offline
comScore (10/11), Smallbusiness.com (7/11)
In 2011, more than 50% of all local searches
done from mobile devices.
By 2014, mobile internet use will exceed
desktop internet use
Marketing Sherpa (2011)
Local Search as a
Game Changer
Local Search
pizza
Traditional Search –The Search Term (“What”)
Local Search
Local Search – Search Term (“What”) +
Geographic Modifier (“Where”)
pizza boston
Optimizing Your Site:
Local Search Best Practices
Local SEO is SEO that makes your business
listing more relevant to local search queries
Involves both content and reputation
management across multiple sites
Local Search Best Practices:
Optimize & Localize
Your Website
Full Text Local Phone Number & Address
Full Text for Search and Mobile
Current Copyright Date
Local landing for multiple locations
No 100% Flash/Image Sites
What the Customer Sees…
What Sees…
What the Customer Sees…
What Sees…
HTML Text for Image Based Messaging
<h1 class="pageHeading" style="font-size: 130px;">Asian Bites</h1>
Use Keywords in Call to Action Text
Stay Up-to-date On Hosting Fees
Local Tagging (Images, Video, Other Content)
<img src="http://neborestaurant.com/blog/wp-content/uploads/2011/07/Food-at-Nebo.jpg" alt="Boston's Best Food" title="Food at Nebo" width="350" height="350" class="alignright size-full wp-image-247" align="right">
Local URL
Claiming Your Business On Other Platforms:
Local Search Best Practices
Optimizing for Mobile
Local Search Best Practices
Mobile landing page with click #, opentable (if
applicable), hours, maplink BVI MOCK UP
Dedicated Mobile Landing Page
Time & Resources:
Planning for Local Search
As With Any Marketing Initiative,
Time, and Resources
Measuring Your Results:
Local Search Best Practices
Tools For Success
Free • Overlay 2-3 metrics • Conversion and goal tracking • Adwords integration • Geo-tracking
Set Conversion Points • Contact/Map page visits • Menu Downloads • Mobile visits • Top referrers
Measure Twice, Cut Once!
Free • Unique site visitors • Top keywords to drive traffic Pro • 5 sites • 2 years back • Demographic Details
Learn from your competitors!
Free • Demographic data • Similar sites • Traffic data • Even more benefits with pixel
association
Learn about your customers!
Free • New interface (easier to
use) • ROI, ROAS reports • Keyword opportunity
reports • Exportable reports
Make small, targeted buys
Free • New interface • Ad targeting by likes
and association • Exportable reports • Sponsored Stories
Use Facebook to Hyper-target
Drive Social Conversations
Free • Trends for your
keywords/industry/products • Illustrate demand
• Optimize content/coding with relevant, locally-focused keywords
• Full-text local phone number & address
• Current copyright date
• No 100% flash Websites
• Provide alternate html text for image-based messaging
• Use keywords in your calls-to-action (not “click here”)
• Stay up to date on hosting/domain fees
• Make sure your site has a mobile-friendly landing page
• Claim your business! Use local keywords on claiming sites
• Integrate local keyword strategy on social networks
Take-Aways (a.k.a. Write These Down!)
We specialize in:
• Search Engine Optimization (SEO)
• Paid Search and Pay-Per-Click Advertising
• Paid Media Management
• Traditional and Digital Public Relations
• Targeted Press Releases
• Content Creation
• Social Media Marketing
• Social Media Strategy Development/Training
• Web Design and Implementation
• Brand Development
Francis Skipper Director of Search Marketing
617-986-0226
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
