SMX London 2008 - Local Search & Blended Results
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Transcript of SMX London 2008 - Local Search & Blended Results
Local Search &Blended Results
Heini van Bergen
Manager operations
Tribal Internet Marketing November 2008
Why is local search that important?
30% to 40% of all searches have local intent
Sources shoppers use to find local business information
Source: Comscore & TMPDM October 2008
What is local search actually about?
Joe “The Plumber” Wurzelbacher
“Plumber London”
99
1010
1111
Well, How to get listed?
Setup Google Business listing
Submit to local directories
1. InfoUSA 2. Acxiom
3. Superpages.com 4. Citysearch.com
5. Yellowpages.com 6. Localeze
7. Insiderpages.com 8. Yelp.com
9. Merchantcircle.com 10. Universal Business Listing
11. Local.com 12. TrueLocal.com
Source: David Mihm
Get a website online
What are the most important criteria?
On page factors:
> Phone number (with area code) and address oncontact page
> Location, products, services keyword in URL
> City / state / country in url and title
Off page factors:
> Number of inbound links
> Location keywords in anchor text
> Product / Service keywords in anchor text
Reviews / Examinations:
> Number of reviews
> Reviews on third party websites
Local Business Listings (LBL)
> Product, service, location keywords in:
• Listing title• Listing description
> Address in city of search
> Proximity in center of searched location
> Put listing in right category
Don’t
> Use multiple LBL’ with same name / address / phone number
> List multiple addresses on website
To take home
> 30% - 40% of all searches are local
> 768,000 SMB’s only in The Netherlands
> Geolocation functionality will improve
> Local search is still far less competitive
So…. Let’s get local!