Relevant local search

Gib OlanderBusiness Development , DirectorLocaleze

Presentation Objectives

i. Who Needs Local Search Optimization

ii. Why Optimize For Local Search

iii. What are the types of Local Searches.

iv. What are the components of Local Search.

v. How To Tactic's for Local Search Optimization

Relevant local search

Who Needs Local Search Optimization

•Every Business who sells a product or provides a product to be sold in a physical location

•Every business who provides a service to people in a physical location

Every business with a physical (brick and mortar) location

SME’s (small to medium enterprises) Micro-Businesses (Local Local)

National Brands

Consumer Package Good Companies

Regional Brands

Product Manufactures

National Franchises

Regional Franchises

Relevant local search

Why Optimize for Local Search

E commerce Trends..Experienced shoppers, according to JupiterResearch, will increase spending only a modest 4 percent

•2007 IYP search queries up 14 percent

•Consumers conducted more than 1.85 billion IYP search queries in the first six months of 2007 compared to 1.62 billion in the first six months of 2006. *YPA

i. Closes the loop on the buying cycle

ii. Creates Engagement at the store level

iii. Local is where the buying power is.

iv. Supports all other forms of advertising and marketing

Local Search and Directory Site’s Drive in Store engagement

•82 percent of users made a contact with the business

•61 percent went on to make an in-store purchase . *YPA

Relevant local search

Two Types of Searches

DiscoveryR

eco

very

The searcher is looking for content they know exists,

In a specific geographic area

The searcher knows where doesn’t know whoThe searcher is

trying to find an answer for a

specific need

Example’s ofRecovery Search in the

Local Search Environment Business Name

Business Phone NumberBusiness Address

Example’s of Discovery Search in the

Local Search EnvironmentSpecialty Service

Particular Brand or ProductHours of Operation

What are the two types of Local Searches

Relevant local search

What are the Components of Local Search

Organic

Web

Crawled

Index

Business Listing

Database Index

Advertising Generated

Index

These Three Index’s Make Up a Typical Local Search Engine Result Page

Relevant local search

Three Index’s offer

three distinct opportunities to optimize a

Business Locations Findability

Relevant local search

Profile page

MicroSiteDealer Locator page

Directory inclusionOrganic

Web

Crawled

Index

4 Tactic's for optimizingA businesses Local Search organic web Findability

Relevant local search

Business Listing

Database Index

Build your local search foundation by managing the elements for each unique business location at the directory

listing level.

Three Major Data Aggregators

Factors that impact your database ranking

1.Business Name2.Keywords3.Location in relation to the Query4.Consumer Rankings and Reviews

Local Search Findability

Tags

Relevant local search

Advertising

Generated Index

Sampling of Local Search Ad Units

•Pay Per Clicks (Single Site)•Pay Per Click (networks)•Pay Per Action•Paid Inclusion•Sponsor ships•Banners•Display Advertising

Relevant local search

Create a “cloud” of content for each individual business location. Keep in mind that the content

must answer both “Discovery” & “Recovery” Local Search Queries.

Your foundation is built on database inclusion with the data aggregators

Recove

ry Search

Discovery Search

Business Name

Business Address

Business Phone Number

Primary Business Categorization

Local Business Web Site Address

Products Offered

Business Specialties

Services a Business Provides

Payment Methods Accepted

Location’s Hours of Operation

Unique offerings within the business category

MicroSite

Dealer Locator page

Directory or IYP inclusion

Profile page

Use ad products as your roof.

Create Findability where your content

cloud can’t compete.