http://www.pointit.com - This presentation covers the basics of local search engine optimization (Local SEO). You'll learn what local search is, where search engines look for local data, and how to optimize local accounts.
1. Get on the Map: Local Search Optimization
Ruth Burr – Client Manager
Jessica Fisher – Associate Client Manager
May 25, 2011
2. Presentation Agenda
About Point It
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models
3. Logistics & Introductions
Presentation Agenda
• Being Recorded
• Link to slides will be emailed later this week
• Ask Questions throughout
4. Agenda
• What is local search?
• Where do search engines look for local
data?
• How to optimize your local accounts
• Advanced tactics for local
• Local search & mobile phones
• Accumulating customer reviews
• Q&A
5. Presentation Agenda
About Local Search
Local-Specific Queries Geolocation from
Generic Queries
5
6. Google Place Search
Location Specified in Search Query
3rd Party
Listing Site
Results
New Google
Places Listing
View
Scrolling
Map
7. Google Place Search
No Location Specified
National
Results
Limited
Info
Google
Places
Image
Results
8. How Much Are People Searching Local?
• 35% of All Search Queries Contain a
City, State or Zip Code.
90%
80%
•First Place 70%
People Are 60%
Looking For 50% Online First
Offline First
Local 40%
Business 30%
20%
Info: 10%
0%
55 & Older 35 to 54 18 to 34
10. On Page Local Factors
• Title tags
<title>Search Engine Marketing Services | Point It -
Seattle, WA</title>
• Text Address
11. hCard Microformat
• Specific HTML code that says “here is an
address”
• Notifies bots/spiders of each piece of
address information
• Eliminates data confusion caused by
inconsistencies in formatting (Street/st,
Suite/Unit/#, etc.
13. All About Sitemaps
• XML: Default sitemap
• Specialized Sitemaps for Google
Webmaster Tools:
– Video
– Mobile
– News
– Code Search
– Image
– Geo/KML
14. Making a KML Sitemap
Download bulk upload sheet from Google
Places for Business:
Dashboard Upload a data file
Download our template
15. Making a KML Sitemap
Update with your info and upload to Google
Earth Pro
16. Making a KML Sitemap
Create KML sitemap and upload to Google
Webmaster Tools
17. Google Places
www.google.com/places
Example: Google
Places Listing for
“Frozen Yogurt Seattle”