Presented by ReachLocal’s National Multifamily Program Manager, Sheena Shive, this 30-minute presentation will break down Google’s local search results page, take a deep dive into Google Places (map listings), and provide you with actionable take-aways to optimize your properties’ local search results.

1. The Ongoing Evolution
of Google™
“Google Goes Local”
Presented by Sheena Shive
Program Manager, Multifamily
© 2011 ReachLocal, Inc. | 3.02

2. © 2011 ReachLocal, Inc. | 3.02

3. Agenda
• “Google Goes Local”
• Deep Dive: Google Places
• How to claim your properties Places Pages
• Features overview
• Questions
© 2011 ReachLocal, Inc. | 3.02

4. © 2011 ReachLocal, Inc. | 3.02

5. Google last year
Paid Listings
Map Listings
Organic Listings
© 2011 ReachLocal, Inc. | 3.02

6. Google now in battle for local
U.S. Local Online
Ad Spend
Surpasses Google
in „time spent‟ on
$15 Billion
site domestically in 2010
1 New search
features
US market share
grew to 28%
2 New local
properties
Grown to 41 million
users per month
Rejects Google's
Growing to 3 New local search
results – Places
$37 billion
$6 Billion offer
in 2014
4 New mobile
search & apps
Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider
Multiple strategies to grow its share of local consumers
© 2011 ReachLocal, Inc. | 3.02

7. New local search results
So consumers rely on Google for local search info
Paid ads
Map now top
right and stays
there – map pin
Now predicts a now same as
local query and organic rank
displays all local
business listings
Reviews provide
indicator of
quality
Much more info
on each listing Place page link
to Google’s
detailed profile
of the business
PageRank™ algorithm updated to better help consumers find a local business
© 2011 ReachLocal, Inc. | 3.02

8. New local search results (cont‟d)
So consumers rely on Google for local search info
Easy 1-click preview
of website
Address &
phone number
Location on Picture from Reviews
the map Place page
Preview of website
More detailed listings helps consumers choose a local business
© 2011 ReachLocal, Inc. | 3.02

9. New local search results (cont‟d)
Changes to PageRank algorithm to improve quality of local listings
Inbound Links
Google Social Fans &
Site & Blog Place Page Reviews Pages Followers
+ Social Bookmarks + + +
CONTENT & LINKS REPUTATION SOCIAL AUTHORITY
Prominent Organic Rank
=
How soon until it impacts Quality Score for AdWords?
© 2011 ReachLocal, Inc. | 3.02

10. Google Places
© 2011 ReachLocal, Inc. | 3.02

11. Facts
 97% of consumers search for businesses online
 Places Page reach millions of users, quickly and at no
charge to businesses
 A profile includes: location information, directions,
reviews, photos, business categories, and more about
your properties
 Optimize the content within your Place Pages to rank
higher in the organic listings
© 2011 ReachLocal, Inc. | 3.02

12. How To Claim Your Places Pages
 Navigate to: http://www.google.com/places/
 Sign in with your Google Account (if you do not have one, create an
account from the sign in page)
 After you are logged in, you will need to enter your primary business
phone number to see what information Google already has about
your business
 Enter in your basic business information
 Verify your listing with Google (via snail mail and phone)
 Time to optimize your page, manage your reviews and monitor your
analytics!
*For step by step instructions and tips email sheena.shive@reachlocal.com to set up a
meeting
© 2011 ReachLocal, Inc. | 3.02

13. Google Places
Features
© 2011 ReachLocal, Inc. | 3.02

14. Reviews Feature
Customers can
place reviews
directly on your
place page
Tip: formulate a
strategy to
mobilize happy
residents!
© 2011 ReachLocal, Inc. | 3.02

15. Reporting Dashboard Features
Displays
impressions
and actions
Displays
sources of
user clicks
Top search
queries used
to display
place listing
© 2011 ReachLocal, Inc. | 3.02

16. Offer Feature Print offers for
potential residents
to bring in when
visiting
Build custom
offers to those
who find you
online
Post offers that are
appealing to
potential residents
such as waived
application fees, one
month free or free Customize offers
parking space with to appeal to
lease!
mobile searchers
© 2011 ReachLocal, Inc. | 3.02

17. Photo & Video Features
Upload photos to
show off
property features
Display a video to
create a quick view
of property Fact: google also
amenities adds photos
gathered from
web search
results and other
sources
© 2011 ReachLocal, Inc. | 3.02

18. Let’s Recap and what you need to do?
 Googles long term vision may include the following:
 Providing consumers with more personalized, relevant local results
 Giving consumers more ways to rate, discover and share places they love (or
hate) faster and easier than ever, wherever they are, and on internet enabled
device
 Local search results are changing, what you need to do:
 Claim and update your Place Pages
 Proactively update check your Places Page dashboard and features
 Invest in content marketing and social media marketing
 Build a positive reputation by requesting reviews on your Place Pages and
across the web
 Maximize search discovery and reputation management by dominating search
results “real estate” - a combination of paid search, Google Places, and
SEO/content marketing – this effort is known as Web Presence Optimization
© 2011 ReachLocal, Inc. | 3.02

19. What can ReachLocal help you with?
1
Search • Drive traffic directly to your site through the paid listings.
Engine
• Guarantee you placement on major search engines and help you
Advertising
measure your results.
2
Social • Fully manage social media and content marketing that helps drive: search
Reputation discovery, social discovery, reputation management and brand
engagement.
• We help consult with our clients to claim & optimize their Place Pages and
put together resident advocacy programs.
3
Brand
Awareness • Through display advertising build awareness across the web for your brand.
• Through remarketing, retarget consumers who have shown interest in your
property. Remind them of your brand, and drive them back to your site.
ReachLocal can help with a Web Presence Strategy: Buy Presence, Build Presence,
Convert Customers
Sources: InsightExpress, Performics
© 2011 ReachLocal, Inc. | 3.02

20. Questions?
Contact me for tips on claiming and
optimizing your Places Page:
sheena.shive@reachlocal.com
972-267-2222 x120
© 2011 ReachLocal, Inc. | 3.02

21. Some good resources
Looking Ahead: What‟s Next in the Evolution of Local Search by Eric Enge (1.03.11)
http://searchengineland.com/looking-ahead-whats-next-in-the-evolution-of-local-search-59766
Anatomy & Optimization of a Local Business Profile by Chris Silver Smith (12.17.07)
http://searchengineland.com/anatomy-optimization-of-a-local-business-profile-12943
Local Search Ranking Factors by David Mihm (6.07.10)
http://www.davidmihm.com/local-search-ranking-factors.shtml
Search Gets Social: Google Using Social Data in Ranking (1.05.11))
http://blog.getreachcast.com/42572/2011/01/04/search-gets-social:-google-using-social-data-in-ranking-.html
4 Compelling Reasons Every SMB Should Claim their Local Listings (12.19.11)
http://blog.getreachcast.com/28712/2010/11/30/4-compelling-reasons-every-smb-should-claim-their-local-
listings.html
Keeping Up with Google Part 1: The Rapidly Changing World of Search Discovery for Small Business (12.10.10)
http://blog.getreachcast.com/32274/2010/12/08/keeping-up-with-google-part-1:-the-rapidly-changing-world-
of-search-discovery-for-small-businesses.html
Keeping Up with Google Part 2: 4 Critical Things Small Business Should Do to Keep Up (12.15.10)
http://blog.getreachcast.com/33264/2010/12/10/keeping-up-with-google-part-two:-4-critical-things-small-
businesses-should-do-to-keep-up-with-the-changes.html
© 2011 ReachLocal, Inc. | 3.02