Ranking in the Google 7 Pack

presented by Mary Bowling

• SEO, Link Building, Social Media Marketing and PPCs in Denver, Colorado.

• Specialize in outsourced work for web designers, marketing consultants, advertising agencies, other SEO’s. Always looking for good partners.

• The only company with 2 Local Search Ranking Factors participants. We know Local!

• http://www.seOverflow.com

Who Is seOverflow?

Local Search Is Fragmented!

Source: GetListed.org http://getlisted.org/resources/local_search_ecosystem.pdf

Who Gets The Clicks?

Source:

COMSCORE

US Search Engine Market Share June 09

65%Google

20%Yahoo

Bing 8%

Other7%

Anatomy of a Google SERP

Organic Web Results

Local 7 Pack

Pay Per Click

Pay Per Click

There are 3 distinct algorithms in Google that concern local businesses:• Organic Search

• Google Maps

• The Google Local 7 Pack

The Algorithms are Different

Google Organic: Portland Dentist

Directory

Superpages

Yelp

Directory

Corporate

Local Biz

Local Biz

Local Biz

Local Biz

Local Biz

Google Organic vs Google Maps

SPAM !

Google 7 Pack vs Google Organic

Spam!

Google 7 Pack vs Google Maps

SPAM !

SPAM!

Google 7 Pack vs Google Maps

SPAM !

SPAM!

Websites Influence the 7 Pack

• You can rank well in the organic results without a Local Business Listing.

• You can rank well in Google Maps without a website.

• You can’t be in the Local 7 pack unless you’re in the Maps database-Get Listed!

• You can’t rank well in the 7 pack unless you rank well in Maps.

Get Listed to Get in the 7 Pack

• Claiming the Local Business Listing

• LBL address in the city of search

Proximity = Relevance

• Associating LBL with the proper categories

• Keywords in the business name

• Having Reviews

• Citations from major data providers

Positive Maps Ranking Factors

• Multiple listings with different info

• Not using a complete street address

• Not using a local phone number

• Differing signals from data providers

Location Confusion

Negative Maps Ranking Factors

• Eliminate Multiple Local Business Listings

• Use the same name, address and phone numbers everywhere online & offline.

• Check for location trust and correct discrepancies wherever you find them.

• Go to the trusted sources of business data and standardize information there.

To Eliminate Location Confusion:

Major Data Providers

Source: GetListed.org http://getlisted.org/resources/primary_data_providers.pdf

The right citations (mentions w/o links) can help with location trust. • Use existing local relationships to get citations.• Mine competitors citations.• Get citations from local authority sites (which

includes the data providers)• Get citations from sites that rank for what you

want to rank for.

Get Citations

Partners, Not Competitors

Directory

Superpages

Yelp

Directory

• Internet Yellow Pages• Convention & Visitor’s

Bureau• Local/ regional online

newspapers and magazines

• Local business directories

• Chamber of Commerce

Partner Up With:

• Trade associations• Vertical directories• Local city guides• Locally focused

powerhouses, like Kudzu, CraigsList, Yelp, etc.

• Better Business Bureau

Google is finally making it very clear what they want to see in Google Maps:

Business Listing Quality Guidelines

They address common questions and spam issues.

Google Maps is working on compliance.

New Google LBL Guidelines

Maps is about real places.

One location = one LBLWho’s hurt?

• Service businesses• Home based businesses• Businesses outside the city they wish to be

found for

New LBL Guidelines

• Use your true (or dba) business name.

• No PO Boxes-use full street address.

• No call tracking numbers or call centers.

• No spam in the category fields.

• Use a shared email address associated with website domain.

Example: marketing@yourdomain.com

New LBL Guidelines

New Guidelines Checklist

Download:

Google Maps Local Business Listing Quality Guidelines

http://www.seoverflow.com/blog/local-seo/new-google-guidelines-checklist/

• Review LBL for compliance & completeness• Look for multiple Local Business Listings and

identify their sources• Search Google & Maps for business name• Search Google & Maps for business address• Search Google & Maps for business phone #• Look for any confusion and identify its sources• See if associated website supports the LBL• Make notes and come up with a prioritized

action plan.

Local Search Audits

Google Insights for Local Search

Search trends by keyword, time frame, location

Google Insights for Local Search

Top related keywords within

a geo area and rising search trends

Google Insights for Local Search

Claim Listing +

Follow New LBL Guidelines +

Correct Location Confusion +

Get Citations +

Get Reviews +

= Rank in the Local 7 Pack!

Takeaways

seOverflow Blog

http://www.seoverflow.com/blog/

seOverview Local Search Audit

http://www.seoverflow.com/local-search-seo-audit.html

Local Search Column at ClickZ http://www.clickz.com/3630485

Optimized! http://www.marybowling.com

More Info