Local Search Review & Training

Created by Monique Pouget (monique@thunderseo.com) and Max Thomas (max@thunderseo.com)

Search Landscape

Map Results(Organic Search)

AdWords (Pay Per Click PPC)

Natural Listings (Organic Search)

What is Local Search?

• The use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings. – Someone uses a search engine to find products or services in their area

• Typical local search queries include not only information about "what" the site visitor is searching for, but also "where" information, such as an address, city name, postal code or geographic coordinates like latitude & longitude.– E.g.: Hong Kong Hotels, Auto Repair Omaha, Cleaning Services near 92116

Ohh, Local Search. Links, right?

• Wrong!

• Google’s Local algorithm (the one that populates maps.google.com & helps populate the 7-pack, 3-pack, & Authoritative OneBox) counts links differently than its standard organic algorithm.

• It also seems to present a much more accurate picture of the kinds of “links” that it values than does the organic.

Local Search is Everywhere!

Citations vs. Links: What’s the Difference?

• In the Local algorithm, links can still bring direct traffic from the people who click on them.

• These “links” aren’t always links; sometimes they’re just an address & phone number associated with a particular business = “citation”

• In the Local algorithm, these references validate that business exists at a particular location, and in that sense, they make a business more relevant for a particular search.

So how does this affect my Link-Building Strategy?

• Local data must be submitted w/ third-party information providers like InfoUSA, SuperPages, and InsiderPages that Google & Yahoo draw on to populate & confirm their own databases.

• Google actively “spiders” smaller sites both in keyword AND geographical niches.

• These range anywhere from knock-off YellowPages to the homepage of your grandma’s knitting circle. 

Important!

• When submitting to local directories, think of these listings as your “digital thumbprint” across the World Wide Web.

• In order to rank well locally, the information submitted MUST be identical across all platforms.

• Use the same Business Name, Phone Number, Address, Categories and Website EVERYWHERE.

• Google references government & business records so make sure to use same name in all instances.

A Local Search Example

• Searched for “Crating Companies 90405”• Notice:

– Number of Local Results: 7– Number of Reviews for Each Business– Local Phone Number– Business Proximity to City Center– URL

A Local Search Example

• Notice the Local Address & Phone Number, Categories, Photos, and Details

• Local Phone & Address must correlate with information on website

A Local Search Example

• Notice Local Directories like Kudzu & Superpages

• Notice Industry Directories like movingcompanies.com

• Local Search is combination of both types of directory citations

A Local Search Example

• Compare “More About this Place” Links to Google.com Links

• Notice difference b/t Maps.Google & Google

• Search Engines count Links differently

A Local Search Example

• Reviews are important

• Notice that the # of reviews doesn’t necessarily matter as much as the QUALITY of reviews and their sources.

A Local Search Example

• Google indexes reviews from different sources

• Varies by industry • In shipping, we’re

seeing maps.google.com, local.yahoo.com and citysearch

Review Management

• Respond to both positive and negative reviews proactively.

• “Thank You” makes a good impression and goes a long way.

• Don’t ignore negative reviews – prospects look at reviews & owner responses when evaluating a company.

Review Management

• Always respond• Be polite • Don’t be defensive

(no matter what the reviewer wrote)• Offer an incentive

to “come back” if appropriate

Google Places Listing

• Search for your business name in Google• This shows:

– Does listing already exist– Is it claimed by another entity– Are there multiple listings for your business (e.g.,

double listings claimed by business, third-party service providers, other agents, etc.)

– Goal is to have one “dominant” listing that includes all reviews, citations, company info., etc.

Navis SF Example

Navis SF Example

• Why are there two is it’s the same business?– Different business names– Different phone numbers

Navis SF Example

• What’s the difference in Google rankings?

Navis SF Example

• How do the listings differ?Navis Moving - Go Navis - Mover, Packing, Crating

Navis Pack & Ship

Owner Verified Yes Yes

Details from Owner Yes Yes

Photos & Video from Owner

Yes -

Coupons Yes -

Reviews 23 0

More About This Place 15 7

User Content 35 1

Claim Listing in Google Places

• If already exists, log in to Google account & claim.

• If doesn’t exist, log in to Google account, go to Google Places & add new listing.

Optimize Google Place Listing

• Consistent business name, phone & address• Avoid adding keywords to name• Add as much information as possible (e.g.,

video’s, photo’s, etc.)• Location selection• Select categories carefully

– 5 total– 1st is Google forced; 2-5 keyword driven– Make sure keywords create map results– Do not add city or location names to business name or

categories

What if listing is rejected?

• It happens…go to Google Places Help Forum.

Follow Google Places Quality Guidelines

• Ownership – Only business owners or authorized representatives may verify their

business listings on Google.• Business Name

– Represent your business exactly as it appears in the offline world. The name on Google should match the business name, as should the address, phone number and website.

– Do not attempt to manipulate search results by adding extraneous keywords or a description of your business into the business name.

– Do not include phone numbers or URLs in the business name.

http://www.google.com/support/places/bin/answer.py?answer=107528

• Physical Location – Do not create listings at locations where the business does not physically exist. – PO Boxes do not count as physical locations. – Do not create more than one listing for each business location, either in a single

account or multiple accounts. – Businesses that operate in a service area as opposed to a single location should not

create a listing for every city they service. Service area businesses should create one listing for the central office of the business only.

– Businesses with special services, such as law firms and doctors, should not create multiple listings to cover all of their specialties.

– The precise address for the business must be provided in place of broad city names or cross-streets.

– A property for rent is not considered a place of business. Please create one listing for the central office that processes the rentals. If you'd like, you can add your real estate properties to Google Maps so that they are available on our Real Estate layer.

Follow Google Places Quality Guidelines

http://www.google.com/support/places/bin/answer.py?answer=107528

• URL & Phone – Provide a phone number that connects to your individual business

location as directly as possible. For example, you should provide an individual location phone number in place of a call center.

– Provide one URL that best identifies your individual business location. – Do not provide phone numbers or URLs that redirect or 'refer' users to

other landing pages or phone numbers other than those of the actual business.

• Custom Attributes & Description – Use the description and custom attribute fields to include additional

information about your listing. This type of content should never appear in your business's title, address or category fields.

Follow Google Places Quality Guidelines

http://www.google.com/support/places/bin/answer.py?answer=107528

• Best Practices – Use standard capitalization & punctuation, unless your business name

or address in the real world contains unusual capitalization & punctuation.

– Use a shared, business email account, if multiple users will be updating your business listing.

– If possible, use an email account with a domain that matches your business URL. For example, if your business website is www.giraffetoys.com, a matching email address would be you@giraffetoys.com.

Follow Google Places Quality Guidelines

http://www.google.com/support/places/bin/answer.py?answer=107528

Checklist: Your Listings

Search Listings Primary Directories

Primary Directories

Review Sites

Google Places InfoUSA Yellowbot.com Biz.yelp.com

Yahoo! Local Business Center

Superpages Discoverourtown.com

Kudzu.com

Bing Local Business Center

Yellowpages Cityvoter.com

Localeze MojoPages.com

Insiderpages Hotfrog.com

MerchantCircle Boomyeah.com

Local Getfave.com

Dmoz.org Matchpoint.com

Local.botw.com Yellowpagecity.com

MagicYellow.com Yellowusa.com

UniversalBusinessListing.org

Trustlink.org

Checklist: Your Listings

Local Directories Secondary Directories

Industry Verticals Authority Sources

ShopinUSA.com CityBluePages.com Tbd BBB.Org

MyYellowPagesPlus.com

Justclicklocal.com Tbd Business License (State, City)

Yellowhours.com Mrfind.com Tbd Professional License

Brownbook.net Urloaded.com DBA

Thinklocal.com Vankia.com

Seekon.com Backlinkpower.com

Claiming / Verifying Listings

• Google, Yelp & Bing require phone/mail verifications.

• Google phone will not work with phone tree– If phone won’t work, select usps postcard– Sometimes Google offers only usps postcard

• Yelp phone will not work with phone tree– Yelp listing can exist without being verified but

business won’t “own” listing which means no ability to respond to reviews, be alerted about them, offer discounts/promotions and/or advertiser.

Coupons & Specials

Google Places

Yelp

Google Earth

• Add KML file to server & Webmaster Tools to build authority with Google Maps..

On-page Requirements

On-page Example

Facebook Place Page

Google Place Page vs. URL

Tracking – Google Places

Tracking - Analytics

Traffic Sources

Keywords

Tracking - Analytics

Conversions

Call Tracking (Marchex/VoiceStar)

Link Building Tools

• Yahoo Site Explorer– Go to yahoo.com and type “site:http://www.yoururl.com” to find

links pointing to yoururl.com or any site.

• SEOmoz’s Open Site Explorer– http://www.opensiteexplorer.org/– Compare backlinks from multiple URL’s and find competitive links – Requires PRO membership for full access.

SEO & Local Search Resources

• SEOmoz: #1 SEO Agency in USA– http://www.seomoz.org/blog– http://www.seomoz.org/tools (requires Pro)

• David Mihm: Local SEO Expert– http://www.davidmihm.com/blog/– http://searchengineland.com/author/david-mihm/

• Mike Blumenthal: Understanding Google Maps & Local Search– http://blumenthals.com/blog/

Thank You!!!

Max Thomasmax@thunderseo.com

@thundermax

www.ThunderSEO.com