2. Me
Local SEO + Agency SEO + Corporate + Startup
More about me
3. Disclaimer
This is: This is NOT:
My observations & Yodle’s search strategy
opinions Yodle’s view on search
Based on my experience Yodle’s interpretation of
over 4 years in local the data presented here
My interpretation of all
data points
(Sorry, Rand…)
5. Different Rules
Local Algorithm Broad Algorithm
http://www.seomoz.org/article/search-ranking-factors
http://www.davidmihm.com/local-search-ranking-factors.shtml
24. Your Playing Field
10,000 keywords
SERP Type
Head and mid-long tail
All geo-modified
Monitored over
3-month period
Local*
Organic
Map Pack or Blended
SERP
85%
of the time
27. Essential Research:
What makes the client money?
What’s their customer’s
financial commitment?
What are the implications?
28. HVAC Example
Top priorities for
• Seasonal target Keywords
A/C Installs,
Service • Business &
Residential Two types of
Contracts citations/links to
build
Give something for
• Longer sale cycle free
High $ Avg. Cost • Potentially price-
for Customers sensitive Reviews, testimoni
consumer base als, comparisons
best bet for content
29. Keyword Research Filters:
Best customer? (High value Modifiers)
Worst customer? (Avoid/Remove)
Typical customer? (High volume Modifiers)
Personas are helpful here, too.
In 50s, so much advancement goin on in tech that we thought since we mastered aviation and production vehicles, average person thought we’d have flyin cars in no timeNaïve – diff verts, diff funding, diff applications and contexts
In 50s, so much advancement goin on in tech that we thought since we mastered aviation and production vehicles, we’d have flyin cars in no timeNaïve – diff verts, diff funding, diff applications and contexts
A sampling of the wealth of tools. Not counting extensions built for google docs & excel
Honorable mention to bright local which is still in beta – built review widget (nice idea, doesn’t solve a problem)
Specialized like open table – other ex is RepairPalNot gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
Not gonna get into offsite perf tracking so just be aware and look for any way to track this stuff (e.g., foursquare deals, join open table, coupons on place page only etc)
Remove days axis?
Mention noindex test – blended likely ranked by local algo & resides on local index
With only 15% of SERPs, should competing for regular organic shelf space be #1 priority? Traditional linkbuilding less val. Also? Can get great links from same places that also give valuable citations. Efficiency ftw.85% local or blended – universal not really a factor. Make vids to close sales or brand self, not earn SERP shelf space.Should every SMB obsess over longtail? I think its case by case:Lawyer for slip and fall case involving property holding co and properting management co broken hip near nyc (potentially worth millions)Auto mechanic car inspection open late 10312 (worth about ~$45)
