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Supercharging Your Business Through Local Search
1. Supercharging Your Business
Through Local Search
Houston IMA
February 22, 2011
Brian Combs, CEO
ionadas local LLC
@BrianPCombs
www.ionadas.com
2. Some Questions…
1. Do you have a locally focused business?
2. Do you know what your keywords are?
3. Do you have a Google Places listing?
4. Do you have a Yahoo Local listing?
5. Do you have a Bing Local listing?
6. Is your website search engine optimized?
7. Have you built citations?
8. Have you built links?
9. Do you have an effective review program?
www.ionadas.com
3. Table of Contents
1. What is Local SEO?
2. Determining Keywords
3. Google Place Pages
4. Yahoo Local
5. Bing Local
6. Website Optimization
7. Citation Building
8. Link Building
9. Reviews
10. Questions & Answers
www.ionadas.com
9. Should You Optimize for Local
Results?
• If you want any of the following from
people in particular geographies:
– Website visits
– Phone calls
– Foot traffic
• If your keywords return local results
• If your keywords should return local
results
www.ionadas.com
10. Find the Right Keywords
• Create a List of Potential Keywords
• Are Map Results Being Returned?
• Attempt to Find Balance Between:
– Potential traffic
– Competitiveness
– Semantic appropriateness
– Current ranking
www.ionadas.com
11. Long Tail Keywords
• Less competitive
• Good search volume in aggregate
www.ionadas.com
12. Find the Right Keywords, cont.
Google AdWords Tool
https://adwords.google.com/select/KeywordToolExternal
www.ionadas.com
13. Google Places Pages
http://www.google.com/local/add/businessCenter
• Does It Already Exist?
– Create or claim the listing
• Use Your Keywords and Locations
– But Don’t Overuse Them
• P.O. Boxes may be Depreciated
• Upload Images and/or Videos
• Verify by Phone or Mail
www.ionadas.com
14. Google Places Pages, cont.
• Company/Organization
• Main Phone
• Description
• Categories
• Service Areas
• Additional Details
www.ionadas.com
15. Yahoo Local
http://listings.local.yahoo.com
• Using Yahoo login preferred
• Keyword usage opportunities limited
• Categories very important
– But keep them accurate
• No verification
– But reviewed by Yahoo staff
• Reviews are critical!
www.ionadas.com
16. Bing Local
https://ssl.bing.com/listings/ListingCenter.aspx
• Create login before creating listing
• Good opportunities for keyword usage
– But listing will be reviewed
• Categories very important
– But keep them accurate
• Verification by phone or mail
www.ionadas.com
17. Website Optimization
• No longer optional!
• Optimize for locations as well as keywords
• Keywords and locations in Title Tags
• Phone number and address on every page
– Especially important for LBL landing page
• Contact Info page
– Include directions
– Use map pulled from Google
– Create separate pages for multiple addresses
• hCard Microformat
www.ionadas.com
18. Citation Building
• Established you company’s importance
• Trusted pages that list company name,
phone number, and address
– Link not required!
– Major IYPs
– Local Directories
– Vertical Directories
www.ionadas.com
19. Citation Building, cont.
• Ten IYPs in which every local business
should be listed:
• BotW Local • Localeze
• SuperPages • OpenList
• InfoUSA • Yelp
• InsiderPages • MerchantCircle
• Local.com • CitySearch
www.ionadas.com
20. Link Building
• It still matters
– Critical for competitive keywords
• Keyword usage
– Anchor (linking) text
– Text around link
• Google PageRank and TrustRank
• Reciprocal links
• Paid links
• Social media linking
www.ionadas.com
21. Link Building, cont.
• Should look natural
– Very the destination page, anchor text, and
text around the link
– Contextual match with linked page
– Don’t mislead or deceive
– Start out slow with new site
– Can be citation as well
www.ionadas.com
23. Things to Remember
• Be proactive
• Be transparent
• Be ready for that bad review!
www.ionadas.com
24. Places to Get Reviews
• Google, Yahoo, Bing
• Third-Party Sites
• Diversity is Good
www.ionadas.com
25. Where to Push Reviewers
• Search Engine or Third Party?
• Which Third-Party Websites?
If the customer already has an established
account with a review system, a review
there might be worth more.
www.ionadas.com
26. Ways to Encourage Reviews
• It’s a Mindset
• Make it a Process
• Be Ethical and Transparent
• Be Creative
www.ionadas.com
27. Keywords in Reviews
• Definitely Impact Rankings
• Added Real Estate for Content
– Good for Long Tail
– Great for Blocked Terms (e.g. “Google”)
• Be Careful When Manipulating Review
Content
www.ionadas.com
28. Review Velocity
• Clearly Part of Ranking Algo
• Shows Viability of Business
• But, Every Review Helps
www.ionadas.com
29. Google Filtering Reviews
• Questionable reviews removed
• Algorithmic, not human driven
• Are reviews from “private” users
devalued?
www.ionadas.com
30. Responding to Reviews
• Listen to what is being said
• Should you respond?
• Calm down before you respond
www.ionadas.com
31. Types of Complainers
• Legitimate Complaints
• Unrealistic Expectations
• Lunatics
• Former Employees
www.ionadas.com
32. If you Engage
• Expect to make mistakes
• Pick your battles
• There are no secrets!
www.ionadas.com
33. hCard Microformat Reviews
• Indexed and aggregated by Google
• Open to all players
• Does it impact ranking?
• How does Google handle the spam?
www.ionadas.com
34. Things to Avoid
• Don’t Self Review
– Very easy to spot
– Could be fraud
– Don’t become an example!
• Review Services
www.ionadas.com
36. Controversial Issues
• Rules are Vague
• Incentivized Reviews
• Encouraging Reviews at Multiple Sites
• Entering Review at Place of Business
• Can You Pay to Remove Reviews?
www.ionadas.com
39. DemandForce.com
• For Dentists Only
• Becoming Cost of Having Seat at Table
• Higher Quantities may be Nerf’ed
• Does Google Continue to Allow This?
www.ionadas.com
40. Closing Thoughts
• If your business sucks, you might not
want to encourage reviews…
• If you found this presentation informative,
I’d appreciate a review of ionadas local of
Austin, Texas at Google Places, Yahoo
Local and/or Bing Local…
www.ionadas.com
41. Thank You
Brian Combs
Founder and CEO
ionadas local LLC
Email: combs@ionadas.com
Web: www.ionadas.com
Tel: (512) 501-1875
Twitter: @BrianPCombs
www.ionadas.com