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Clients
HOP ONLINE
Achievements
Companyo Full service digital agency: SEO, PPC, SMMo Founded 2009 in Sofia, Bulgariao Clients form USA, UK, Israel & Bulgaria
o Google AdWords Certified Partner Companyo SEOmoz Recommended Company
What? Where? Seeking information online with the intention of making a transaction offline Results served from multiple sources:
o search engines; o mobile search (Android, iPhone, BlackBerry);o local directories (Yelp, Insider Pages, Super Pages);o location aware platforms;
Local Search
Google serves local results based on IP address “Google maps is a way of organizing the world's information geographically” (Lars Rasmussen, Google Maps co-founder) Local SEO vs Organic SEO “We were not local enough in multiple countries, especially in countries where there are multiple languages or in countries whose language is the same as the majority country.” (Amit Singhal, Google Engineer) Top priority for Google - Yelp/Groupon buyout attempts Maps/local data consider to be 100% accurate
(Atlas, Encyclopedia, car GPS unit …)
Local Search (cont’d)
17% of Google SERPs show maps 70% of all searches with local intent 20% of all searches are local (2.8 billion/month globally), upwards 50% in mobile search Fastest growing area of search! 82% of local searchers follow up offline with in-store visit, phone call or purchase Over 50% of maps usage now coming from mobile (up from 40% only 2 months ago!) 35% of ALL searches are local 60 million Google Places globally, 6 million owner-verified (3 million in USA only) – huge opportunities! 1 million+ reviews/month in Google Hotpot Places everywhere - Google, Facebook & Twitter Group buying – over 150 sites in USA alone Local ad platforms - CityGrid, Chitika, Xad
Local Search Exploding
Sources: DM News, Kelsey Group, comscore
April 2010: LBC becomes Google Places with new features October 2010: location of Google Maps in SERPs moved to the right hand side, pushing organic bellow the fold November 2010: Google Hotpot introduced in 47 languages (ratings + likes) Marissa Mayer moved to Local and now its public face Latitude only the social view of Maps, to which Google will
be adding functionality Google focusing on new local product developments in the context of their 2 core products – Maps & Places Hotpot recommendations is the first salvo of differentiation Mobile is the primary focus for local development Integration of ratings/reviews in SERPs leads to increase uptake
Google’s Local Strategy
Image credits: BlueGlass.com, Blumenthals.com
Website Page Title
Total Review Count
Place Page Link
Top Review Sources Image From Place Page
Local RankWebsite Meta Description
Anatomy of О-pack Listing
Location Data From Place Page
Clustered Top Citations
Book Here!
Top Reviews
Photos/videos From Owner and Sources
Related Similar Places Nearby
Total Count Of Citations
Information From Website, UGC, Local Directories, Social Media, Groupon (recently)
Location o Where is the business locatedo Proximity to the location in search query
Relevance o Business nameo Categorieso External data
Prominence o Reviewso Citationso Occurrences in UGC
NAP = Name+ Address+ Phone!
The 3 Main Factors From Google
Business address in the location in search query Accurate and complete details (NAP) Business Categories – at least 2 default categories, spam here leads to penalties (Awaiting Removal tag) Location in business name / description (decreasing) 100% completed profile Quality/quantity of citations Reviews and ratings (industry specific) Proximity to location UGC - My Maps, KML files, microformats Certain traditional SEO factors:
o page titles/descriptions o local links o location in anchor texto Contact/About us pages
How about Check-ins & Offers?
Top 10 Positive Factors
Credit: SmallBusinessSEM.com, DavidMihm.com
Claimed and 100% completed Google Places Page Only one page per location Multilingual sites can claim a page for each language More than 10 location - Bulk upload via a spreadsheet Local phone number (avoid Toll Free/Tracking numbers) Company business name – exactly as off-line Company description – up to 200 characters Categories – up to 5 (default and custom) Exact address (Str. vs. St., Blvd vs. Boulevard) Website / business email w/ same domain Area served! Photos (up to 10 ) and videos (up to 5) - thumbnail Work hours / Payment accepted Real time updates from the owner (up to 30 days) Respond publicly as the owner
Google Places Checklist
Custom details (get creative not spammy here) Place verification asap – mail and/or phone Free offers with a photo/offer code QR codes replaced w/ NFC codes Tags discontinued in April 2011 Upload photo as a Google user (after approval) Photos in slideshow (max. 1MB, 1024x1024px) Monthly email reports Facebook/Twitter links in custom details Foursquare RSS import to Google Places My Maps Map Maker Boost Google Offers Google Latitude Hotpot Free business photo session from Google (in 12 countries)
Google Places Checklist (cont’d)
Google Analytics URL Builder & 301 redirect Call tracking (Mongoose Metrics, Century Interactive) In-store pick up Special promo code New Analytics interface + new Place URLs?
Tracking Traffic From Google Places
Duplicate / Merged listings Lack of customer support Incomplete and pre-washed stats data Call tracking Stats data export Third party authorization Map spam Lost reviews form Google Lost stats data from Google Bulk upload verification
Issues With Google Places
Local terms in titles / descriptions / internal links Consistent contact details on each page (footer) Dedicated landing page for each business location Pages Contact / About us Inserted map from Google Maps Microformats (hCard, hReview, RDF) Geo-sitemap + KML files Links from local directories Social media sites w/ geo-mapping features:
Panoramio, Picasa, Flickr, Twitter, Buzz, YouTube, Foursquare, Facebook, Gowalla …
Local SEO For the Website
One algo for local & traditional SEO - SEO more important than ever Local directories are still a competitor AdWords more important and more competitive Reviews and citations are crucial for every business More room for Google Place in SERPs
Local SEO Takeaways
Benefits stores w/ more then 10 locations Product list to be updated weekly Product prices and quantities to be updated daily Requires sophisticated inventory control Google Local Shopping overview: http://goo.gl/c2TRG
Local Shopping
Bing Maps feed Bing and Facebook Slider indicators for the main categories Admin right authorization to third parties Free mobile site and a QR code for mobile devices Links to Facebook & Twitter accounts Window sticker w/ complete business information Creating Deals (coupons) and free promotion on Bing (PC/Mobile) &
Facebook High resolution photos on Bing Maps (game changer?)
Bing Business Portal
Google Places Bing Business Portal Yahoo! Local Get Listed Local Ranking Factors Facebook Places Google Places For Mobile Locationary Local Search Toolkit Bright Local White Spark Mike Blumenthal Matt McGee Martin Beijk
Useful Resources
Google Sightseeing Google Street View: Cars/Bikes/Trolleys … Follow Your World Google Maps w/ Street View History Pin Google Art Project
and many more …
Google Maps For Fun
StanislavDimitrov
Find me locally in Plovdiv
SearchRocks
Stanislav.Dimitrov
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