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Local Search Marketing
Reaching People Who Really Care About Your Business Using the Most Powerful Tools on the Internet

Outline of Contents

• Understanding Local Search and Its Value
• Tapping Into the Major Players – Google, Yahoo!, Bing and Ask
• The New Yellow Pages – how People find Local Businesses
• Measuring Up the Old and the New Algorithms
• The Five Elements of a Successful Local Search Campaign
• Marketing Your Website with Local Search for Optimal Results

What is Local Search?

• Listing your business in local map searches on major search engines and review sites.
• Getting reviews of your business that can be linked back to your website and your search results.
• Developing long term strategies that will replace out of date yellow book listings.
• Getting your business to the top of both PC and mobile phone searches in your local area.

Why Choose Local Search?

• Information Hub – The Internet is a new hub for information – where people search.
• Long Term Results – Local search lasts when properly done.
• Mobile Search – Get those search results on mobile phones for better results.
• Easy Maintenance – Simple monthly maintenance keeps your site at the top.

The Players in Local Search

• Google Maps
• Yahoo! Local
• Bing Local
• Yelp
• Ask.com
• Insider Pages
• City Search
• Urban Spoon

Where Did the Yellow Pages Go?

• Convenience trumps tradition – yellow pages still exist but are not nearly as effective.
• Users don’t want to sift through hundreds of pages of possible matches. They want quick and easy access.
• Yellow Page ads are bulky and expensive. Local search uses existing websites and inexpensive local search engines.

The Algorithms are Different
Forget what you know about Search Engine Optimization. Local search uses different algorithms. The focus is on:

• Proximity
• Reviews
• Web Content
• Local Search Profiles
• Inbound Links By combining these factors effectively, you’ll be able to take advantage of a developing technology that few of your competitors will have mastered yet.

The Elements of Local Search Campaigns
Five factors make up every local search campaign.

• Website
• Map Placement
• Reviews
• Proximity
• Marketing Tasks By mastering all five of these elements, your business can generate increased traffic and sales using local search.

The Ideal Local Website
Your website needs key factors in place to take advantage of local search listings.

• Every business website should include the same phone number, address, and contact information provided in local search results.
• A detailed site map helps provide in-depth information about your site to the search engines.
• Frequently updated content will boost your presence in multiple search engines.
• Links from authority sites will generate additional traffic and boost your listings.

Getting on the Map
Getting in Local Business Results is Vital for Your Website

• Create a Google Account
• Go to www.Google.com/Local/Add
• Click on Add New Business
• Always Use Keywords and Full Business Name to Describe Business
• Choose 1 Phone Number with Local Area Code for Every Listing You use
• Claim and Add Your Listing
• Verify Your Listing By Phone for Immediate Inclusion

You Need Reviews
Reviews are used to rank user interest and value for your business and website.

• Reviews must be original, unedited reviews by your customers. It is illegal and unethical to write your own or pay for them.
• However, you can solicit reviews with reminder cards, emails, and mailing list newsletters.
• Try to obtain diverse reviews on multiple sites including:
• Yelp, InsiderPages, CitySearch, UrbanSpoon, Chowhound, Hotels.com, and more…

The Perfect Review

• Seek specific experiences that provided valuable service for your client.
• Develop relationships with your clients that will breed happy reviews, even when negative feedback is provided.
• Criticism should be seen as a chance to improve your business. You can even reply to bad reviews when you’ve changed the negative aspects.

Where Are You Located?
Location plays a prime role for local search. Accurate listings of your location are vital.

• Make sure the same address and phone number is used in all online local search profiles.
• Check your map listings to see that the pin is placed in the right location.
• Check other services, beyond Google Maps. Yahoo! Local, Bing Local, Mapquest, and Ask are all important tools
• Use keywords related to your location – neighborhoods, streets, and nearby attractions.

Marketing Tools to Get More Traffic
Use powerful yet simple tools to generate traffic and ensure higher listings in local search.

• Articles
• Press Releases
• Social Media
• Viral Media Each tool on this list will be vital to developing long term search strategies.

Article Marketing for Local Search
Articles generate trust and build long term search value. But, they need to be written properly and distributed regularly.

• Distribution to the proper channels ensures valuable backlinks and syndication.
• Build trust and quality content sources that will lead people to search for your brand and you as an individual.
• Keyword optimization to match your local search listings.

Press Releases on the Web
Internet press releases need to be written in a special format to draw attention, yet ensure back linking.

• Web press releases need keyword optimization, alongside valuable information about your company.
• Brand specific commentary and location discussion is important.
• Generate traffic and back links for your website and local search listing.

Social Media
Use Facebook, Twitter, and LinkedIn to create backlinks and generate social interest in local search profiles.

• Facebook provides local search integration with PPC ads and Fan Pages.
• Twitter has location tagging and search within tweets for local followers.
• LinkedIn creates location specific networks for developing contacts.

Getting into the Directories
Directory listings can boost overall traffic and improve Local Search listings multiple times over.

• Directories provide important back links that hold greater weight than most sites.
• Directory backlinks appear in local search listings alongside your map.
• Choose popular free directories along with quality paid ones:
• DMOZ, Yahoo!, and others.

Be at the Top of Your Listings
Local search optimization is done for long term results. Short term results will only limit profit potential.

• Local search works best with the future in mind, not the present.
• Develop strategies that will work for months, not weeks.
• Constant maintenance is necessary to guarantee results in the future.

Combining Local Search with Other Tools
Local Search is only one of many tools that every business should be using on the Internet.

• Integrate local search with Social Media profiles
• Use local search as a basis for mainstream search engine optimization.
• Focus on local search tactics for offline marketing methods.

Local Search Marketing Services Offered

• Setup of Local Search Sites
• Create business listings for 6 search listing accounts
• Yahoo!, Google, Yelp, Merchant Circle, Upcoming and more.
• Create content for listings
• Blog posts, press releases, coupons
• Ongoing postings for other search profiles and listings.

Local Search Services Offered
Ongoing Maintenance for Your Local Search Profiles

• Minimum of 2 New Articles per Month for Your Local Postings
• Blog Post Reviews and Social Network Updates for Keyword Marketing
• Commenting and Friend Involvement on Social Networks
• Ongoing Marketing, Research and Implementation

Thank You!
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