Languages
Pages
Legal
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.
Top Related