the new local search strategies

Local Search Strategies

New & Improved

Local Algorithm Tweak

• About two months ago• Fight map spam• Strong presence in all aspects of the web

Local Algorithm Tweak

The Old Way

• Physical Location• Optimized Google Places Page• Accurate Citations

• NO WEBSITE

The New Way

• Optimized Website– Credibility (Links)

• Google Places Page– Credibility

Website Optimization (Best Practices)

• Landing Pages For Every Location• Optimized (City/State & Topic/Category)– Title Tags– Meta Descriptions– Header Tags– Content

• Contact Information– Phone Number & Address

• Link To Place Page

Chick-fil-a

Website Optimization

• Title Tag Optimization (65-70 characters)– City/State & Topic/Category

Chick-fil-a Restaurant in American Fork, Utah

Website Optimization

• Meta Description (165-170 characters)– City/State & Topic/Category

Visit Chick-fil-a for breakfast, lunch, or dinner and experience the best chicken in the state of Utah. Restaurant Address: 183 N West State Road American Fork, Utah

Website Optimization

• Meta Keywords– Not needed, remove them

Website Optimization• Header Tags

– City/State & Topic/Category

• Body Content– Build out to around 200-250

words and include City/State & Topic/Category

Website Optimization• Contact Information

– Exact match to the Place Page– Exact match to other data

sources/citations

Website Optimization• Link To Place Page

Website Link Building (Best Practices)

• Good Distribution of Backlinks– Authoritative links• Anchor text is less of a factor

– Geographically relevant websites

Place Page Optimization (Best Practices)

• Place Pages For Every Location• Built Out & Optimized– Verification– Title– Categories– Phone Number & Address– Photos & Videos

• Link To Relevant Landing Page

Place Page Verification• Get Verified

– Phone– Post Card

Place Page Title• Optimize Title

– Don’t Use Categories

Place Page Contact Information• Contact Information

– Exact match to the web page

Place Page Linking URL• Link To Web Page

– Not Root URL

Place Page Categories• Expand Categories

– Up To 5

Place Page Photos & Videos• Photos & Videos

– Location– Dining Area– Play Place– Employees

Place Page Reviews• Reviews Are HUGE

– Encourage customers to add reviews

– Encourage Facebook fans to add reviews

Citation Building (Best Practices)• Citation Building

– Mentions– Address/Phone

• Yahoo/Bing Map Listings• Yelp• Four Square

• GetListed.org• http://www.whitespark.ca/

local-citation-finder/

Other Ranking Factors

• Age of Place Page• Proximity To Centroid (Center of Your City)• Reviews Left On Third Party Websites (Yelp)• KML Sitemaps• Hotpot Ratings• Activity On Foursquare, Facebook Places,

Twitter Places

Let’s Answer Some Questions