Randy Milanovic PRINCIPAL & CREATIVE

Transcription

1 Local Search

2 Loco Search

3 Randy Milanovic PRINCIPAL & CREATIVE

4 What is Google Local?

5 LOCALIZED San Francisco LOCAL actually nearby Know the difference between localized search, and local search.

6 Google knows your IP address, so they can guess what city you live in. It s not always precise, though.

7 LOCAL PACK OR LOCAL STACK

8 Mysterious!

9 Even the name is mysterious We re going to call it the local pack, but we like fanny pack, too.

10 When does it appear?

11 It s entirely up to Google

12 dui lawyer dui attorney pest removal mold removal real estate realtor computers laptops (As of March 10. Could be different today or tomorrow.)

13 dui lawyer dui attorney near Calgary pest removal mold removal near Calgary real estate realtor near Calgary computers laptops near Calgary This works with other localizing terms, like in Calgary or simply Calgary, but not local terms like near me.

14 Ranking factors?

15 Proximity Brand Keywords Reviews Reviewer reputation Review quantity There are dozens of other factors, but we believe that these are weighted more heavily. Google+ Business Page + usual Google ranking factors

16 Proximity Brand Keywords Reviews Reviewer reputation Often allows for longer distances (assuming car and more time) Review quantity Stands to reason that it will prioritize shorter distances for walking. Google+ Business Page + usual Google ranking factors

17 Bell/Virgin s towers are localized to Edmonton, even though this search was performed from Calgary.

18 The most local option was #6! IP-BASED LOCATION

19 USE PRECISE LOCATION This option is in the footer of any Google results page. Whether it works depends on device settings.

20 With use precise location switched on, results will be much more precise.

21 You can tell when use precise location is turned on because you ll see proximity indicators in the local pack results. IP LOCATION PRECISE LOCATION

22 USE PRECISE LOCATION Requires manual user action, so don t expect that the searcher being nearby will rank you number one.

23 Proximity Brand Keywords Reviews Reviewer reputation Often allows for longer distances (assuming car and more time) Review quantity Stands to reason that it will prioritize shorter distances for walking. Google+ Business Page + usual Google ranking factors

24 The second result is nearer, but the other Apple is (obviously) a bigger brand, so it trumps. Proximity Brand Keywords Reviews Reviewer reputation Review quantity Google+ Business Page Apple + usual Google ranking factors

25 Brand Proximity Keywords Reviews Reviewer reputation Google+ Business page New York pizza describes a style of pizza. It s an implied brand, so it ranks higher than pizza places in New York. Review quantity New York pizza + usual Google ranking factors

26 Proximity Keywords Reviews Reviewer reputation Review quantity Google+ Business page + A usual less dominant Google ranking ranking factor, but factors better reviews doesn t always ensure a higher rank more reviews (indicating higher reliability and more popularity) doesn t always improve rankings either

27 Pizza 73 and Pizza Hut are both well-known national/international brands, so they trump the higher-rated Una. Also, they both have pizza in their URLs; Una has pizzeria. Highest average rating Most reviews #3?

28 A few other searches

29 cafe Food service terms almost always display the local pack, even without a localizing keyword.

30 San Francisco pizza Unlike the New York pizza search, San Francisco isn t known for a specific kind of pizza.

31 Chicago, on the other hand, is, and there are local places that serve pizza in that style. Chicago deep dish

32 big island real estate Hawaii Google knows that big island refers to the island of Hawaii, not a generic large island. Therefore, real estate brokers in Hawaii are shown.

33 Proximity Brand Keywords Reviews Reviewer reputation Review quantity Google+ Business Page Searcher device and account history Searcher G+ connections and personalized search

34 What can you do as a local business?

35 STANDARD PRACTICE LOCAL-SPECIFIC Create high-quality content Verify with Google Webmaster Tools Blog and engage regularly Complete your Google+ profile Use local keywords in titles, headings, and page URLs Ensure your business name, address, and phone number (NAP) match exactly everywhere on the web and use it Claim your G+ My Business listing Link to your G+ Page and profile from your website and vice-versa Encourage local buyers to review your company on Yelp, Google, Ensure your website is mobile Yellow Pages, and elsewhere friendly Update your schema (advanced) Be socially active

36 Use local keywords in titles, headings, and page URLs Ensure your business name, address, and phone number (NAP) match exactly everywhere on the web Claim your G+ My Business listing Encourage local buyers to review your company on Yelp, Google, Yellow Pages, and elsewhere Update your schema (advanced)

37 There are specific categories for different kinds of businesses (restaurants, pharmacies, etc.). ADVANCED SCHEMA.ORG/LOCALBUSINESS

38 Download our checklist o bi/1b4cgjk Check the box to be alerted to updates.

39 Why is our postal code different in the listing? We think Google guessed it based on our address. Weird! 4014 Macleod Trail SE #318 Calgary, AB T2G 2R7 Canada

40 THANK YOU We hope you found this helpful and informative. Please let us know if you would like any help with your local SEO. Look for this presentation on SlideShare and our website.