Winning Local Search with Data

Presented by David Minchala for

New York SearchLove Conference

Me

More about me

Local SEO + Agency SEO + Corporate + Startup

This is:

My observations & opinions Based on my experience over 4 years in localMy interpretation of all data points

This is NOT:

Yodle’s search strategyYodle’s view on searchYodle’s interpretation of the data presented here

Disclaimer

(Sorry, Rand…)

Local SEO Challenges

Different RulesLocal Algorithm Broad Algorithm

http://www.seomoz.org/article/search-ranking-factors

http://www.davidmihm.com/local-search-ranking-factors.shtml

“Regular SEO” Tools

Versus

Local SEO Tools

(direct) / mom’s bridge club

Tracking

Where (else) the Action Is

Where (else) the Action Is

35% of Adults own a smartphone

Source: Pew Internet

Where (else) the Action Is

58% of them use Maps, foursquare,

Yelp etc.Source: Pew Internet

Where (else) the Action Is

90% search for local info; 87% of those

take action.Source: The Smartphone User & The Mobile Marketer

Your customers don’t have to visit

your website to call you or find out where you are.

Data

http://www.google.com/insights/search/#q=divorce%20lawyer&geo=US&date=1%2F2007%2012m&cmpt=q

?

Remember this? http://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings

The right tactics

More Content!

You != Demand Media

Selling a service, not CPM

Stumble and Fall

A service page != Compelling linkbait,

traffic generator

No link value, no qualified traffic

VideoBranding & conversion

Search visibility

Low/No ROI

BloggingLinkbait

What about…

The long tail?

Universal search?

Domain authority?

Decision time

Map Pack or Blended SERP

85% of the time

SERP Type

Local*Organic

Your Playing Field

10,000 keywords

Head and mid-long

tail

All geo-modified

Monitored over

3-month period

Is organic your #1 priority?

Should it be?

Data data everywhere

Essential Research:

What makes the client

money?What’s their customer’s financial commitment?

What are the implications?

• Seasonal• Business &

Residential

A/C Installs, Service

Contracts

• Longer sale cycle• Potentially price-

sensitive consumer base

High $ Avg. Cost

for Customers

Top priorities for target Keywords

Two types of citations/links to

build

Give something for free

Reviews, testimonials, comparisons best bet for

content

HVAC Example

Best

customer? Worst

customer?Typical

customer?Personas are helpful here,

too.

Keyword Research Filters:

(High value Modifiers)

(Avoid/Remove)

(High volume

Modifiers)

Local Demand

Find it:

Local Demand

Cross-check it:

“mechanic”

Where Am I Now?

Google:Search by name, then address, then phone

Factual:Where is NAP not

standardized?

Factual

www.factual.com

Where Are My Competitors?

Local Search Toolkit:

Go Get ‘em!

American Fact Finder

Local Search Toolkit

Factual

Whitespark

SEO Tools PluginNAP Finder

Thank you!

Q&A

@[email protected]