N.A.P WORDS

Two Types of Local Searches

Three months of Google LBC data

45% 55%

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What’s different about Local – Lot’s

• Green is the PPC database

• Orange is the Business Listing, Maps index

• Red is the Bot crawled web index

For Discovery Local SearchesCategory isn’t Enough

Pet Friendly Hotel in Chicago

Hotel Chicago

Storage Phoenix

Humidity Controlled Storage in Phoenix

Department Store St Louis

Men’s Skechers Shoe’s in St. Louis, MO

Percentage of U.S. clicks by number of keywords

Subject September 2009 October 2009

Month-over-month percent change

One word 24.32% 24.03% -1%

Two words 23.55% 23.13% -2%

Three words 20.52% 20.53% 0%

Four words 13.69% 13.83% 1%

Five words 7.94% 8.13% 2%Six words 4.30% 4.42% 3%Seven words 2.33% 2.43% 4%

Eight or more words

3.35% 3.49% 4%

Note: Data is based on four-week rolling periods (ending Oct. 31, 2009, and Oct. 3, 2009) from the Hitwise sample of 10 million U.S. Internet users.

Source: Experian Hitwise

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Proportion of Google result pages that show a map in search results: 1 in 13 – Other engines have followed suit or led the

way?

**Stat from Google blog 1-8-2010 http://googleblog.blogspot.com/2010/01/this-week-in-search-1810.html

Estimate: a map was shown roughly 868 millions times during the month of December 09 on Google

http://blumenthals.com/blog/2010/01/16/how-often-did-a-map-show-on-google-com-in-december-868-million/

Business Identity = Name, Address, Phone (NAP) and a little bit of category

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Name

Recovery Search

Existing clients

Referral’s

Advertising recognition

DiscoverySearch

Descriptive

Advertising branding

Is it geo- specific

Search applicationsTypically use the Name of a business in the following ways

• Exact Match • Keyword content for

relevancy• Alpha sort• Content aggregation• De-duplication

40 percent of the queries entered into search boxes at search engines consist of proper nouns, such as the names of specific people or places or things?

**Stat by Bill Slawski 2-17-09 SEO by the Sea http://www.seobythesea.com/?p=1181

Business Identity = Name, Address, Phone (NAP) and a little bit of category

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Phone

Recovery Search

Existing clients

Referrals

Advertising

DiscoverySearch

Area code

Vanity toll free

Search applicationsTypically use the Phone of a business in the following ways

• Exact match recovery search

• Data quality filter• Spam detection• De-duplication• Content aggregation

Phone number is a key matching component tracking numbers can create confusion and drop trust levels

Business Identity (NAP) Plus a keyword discovery footprint.

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NAPKeyword Discovery

Content footprint

category

Brands you carry / Service

Products / services you offer

Communities you are involved in

Hours of operation

Payment types accepted

Local semantics

Coupons offers

Social media

Search applicationsWant to understand how to use a NAP. Keywords give them context allowing them to

• Extend the business listings

• Offer exact answers• Rely less on proximity• Rely less on name

matches• Make recommendations

Business Identity = Name, Address, Phone (NAP) and a little bit of category

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NAP is your anchor and critical to recovery searches

NAP is the anchor for search applications& critical to their ability to use you to answer questions.

NAP

Consistency is Key

Mobile relies heavily on NAP

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SiriDexKnows

Geodelic

Tips and Take aways• Be consistent with your NAP• Claim and Manage your businesses identity – update, check in

frequently, remove old listings, add new content. • Understand that there are different tools to rank for different types

of searches – PPC, Business Listings, Crawled Index• Create content about your business with an anchor• Think of recovery searches as well as discovery searches• Give search engines as much information as possible to link your

business with the content that describes your business• Choose standard language for categories.• Google, Bing, Yahoo – hit the long tail directory sites and the data

aggregrators – IE Localeze.

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Associate Keywords with your business

Listing