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Local SEO Information Guide

posted Jun 1, 2011, 11:30 AM by Unknown user   [ updated Jun 1, 2011, 1:15 PM by Rafael Hernandez ]

Local SEO


Local SEO is the method of targeting buyers in a local geography for the services and products that local companies provide.  According to comScore, an industry leader in Internet research, 63% of U.S. Internet users perform local searches. Of those local searches, roughly 41% were hunting for info on a local service in their home area.  The study also found that consumers searching locally typically take action. Almost half (47%) of local searchers visited the local merchant as a direct result of their search behavior. For small to medium sized businesses, local SEO now has the  one of the highest investment returns our of all the marketing mediums online.

Google Places is a tool that enables business owners to more effectively connect with customers searching on Google for information about local business. It puts business owners in control of their business listings and helps them to provide information about their businesses that is authoritative, helpful, and, timely.  Google Places is even useful for businesses that do not have websites as Google's Places makes it possible for them to use the local business listing as their presence on the Web.  Signing up for an account with Google Places - and adding or claiming your local business listing - should be a top priority for your business for five key reasons:

WHY WE PUSH FOR GOOGLE PLACES

1- Your Customers and Competitors' Customers Search Google to find Local Businesses

The Google Places search engine - which you can find at either local.Google.com or maps.Google.com (maps is, by far, the more popular of the two) - gets an average of more than 50 million unique visitors every month.  That's a lot of people searching every month for, among other things, local businesses to buy from.  And although it's advisable to sign up for local business accounts at Yahoo, Bing, and other search engines, a Google Places account should be your immediate priority because Google is the runaway leader in local business search market share, with more than double the local business search market share of maps.yahoo.commaps.bing.com, and yellow.pages.com combined.

Please note that all links, images and videos can be found on the author's Website - the address for which appears in the Resource Box of this article.

Of course, in spite of Google's best efforts to promote the Google Places - and the utilization of maps.Google.com - there are many millions of people who still use the google.com Website, even when searching for local business information. And, as you'll learn in the next section, that gives local businesses an opportunity to capture some space at the top of Google's "traditional" Web search results.

2- A Google Places Listing Can Take You to the Top of Google

Google's launch of universal search in May 2007 meant that content from Google Images, Google Local/Maps, Google Video, and so forth could be integrated into its "traditional" Web search results pages.  This means that Google can - and often does - serve up local business listings as part of the Web search results even if location is not specified (it appears that Google's search algorithm is able to detect "local intent").

It's increasingly common to find Google Places listings on the first page of search results - often at the top - as the "Google Places Seven-Pack" (a reference, obviously, to the fact that Google displays the top seven local business search results in a cluster of seven).

Alternatively, Google may display a search query box at the top of the search results page that asks searchers: Looking for local results for keyword?  Either way, a Google Places listing can put a business on the fast-track to a coveted position at the top of Google's search results that may have been impossible to capture otherwise.

3 - People Who Search Google for Local Businesses Take Action

A Google-sponsored, comScore.com study that looked at the importance of search in influencing offline buying behaviour found that 25% of searchers purchased an item directly related to their search queries, and that, of those buyers, 37% completed their purchases online while an even greater 63% completed their purchases offline following their search activity.

The study results underscore the fact that a Google Places listing is not only effective at driving traffic but, more importantly, it is effective at driving traffic that converts.

4 - The Advent of Google Local Search for Mobile

As they continue to become more sophisticated and the browsing experience continues to improve, access to the Internet via mobile phones will continue to rise. In fact, Gartner predicts that access to the Internet via mobile devices will overtake PCs by 2013.  Google has clearly understood for a long time the synergy between local search and the mobile Web, as some key developments suggest:

  • Google's July 2005 acquisition of Android Inc, a manufacturer of software for mobile phones (which started triggered speculation that Google was looking to dive into the mobile phone market; the acquisition also eventually led to the development of the Android mobile operating system)
  • Google's September 2009 launch of an improved Local Search for Mobile allows users to, among other things, "star" search results on their PCs and have them automatically appear on their mobile phones; it also allows users to search by browsing local business categories without typing (the video on the author's Website offers a brief introduction to the functionality of Google Local Search for Mobile)
  • Google's November 2009 $750 million acquisition of mobile advertising company AdMob (on the heels of a five-fold increase in mobile search traffic over the previous two years)
  • Google's December 2009 distribution of Favourite Places decals to more 100,000 of the most sought-out and searched US businesses on Google.com and maps.Google.com (see the video on the author's Website for details on Favourite Places)
  • Google's January 2010 entry into the mobile phone market that finally ended years of speculation about Google's plans for the mobile phone market

Google Places Mobile

Naturally, Google will continue to innovate in both the local search space and in the mobile web search space. The key takeaway is that the businesses that get on board early will be the ones to reap the greatest rewards. And it all takes to get on board is to visit the Google Google Places and claim or add your local business listing.

5 - The Google Google Places is Easy to Use 

If you've already got a Google account, you can simply sign in to the Google Google Places and get started right away. If you don't have a Google account, all you have to do is sign up for one (you can sign up on the Google Places sign-in page).  The video on the author's Website offers a brief walk through of the easy process for signing into the Google Google Places and claiming (or adding) your local business listing.  As Google continues to promote local search, usage of local search by consumers will only increase. And considering that consumers who employ local search are buyers, don't you think that you should sign up for Google's Google Places and get your local listing working for your business today?


Why Local Search Is Important

Google, Yahoo, and the other search engines have revolutionized how we learn, how we collaborate, how we shop, and in general have helped billions of people around the world harness the full power of the internet.

Today there are well over 10 billion unique searches done each month, and that’s just in the United States! Of those searches,

  • 40% of queries have Local intent (1)
    • 5% use the city and/or state name
    • 2% use informal terms, like neighborhoods
    • 0.5% use zip codes

On Yahoo alone, 100 Million unique visitors per month search with “local intent” (2). We can extrapolate that there are HALF A BILLION unique Local searches per month on Google, based on Yahoo’s ~15% market share (though we’ve not seen any “hard numbers” released by Google about its average Local Search volume). We’ve seen both Google and Yahoo make dramatic shifts in how they return results in 2008, and all the trends point to Local.

On top of that data, respected technology experts around the world think the world of mobile search is ready to take off in 2009 and 2010. In some places around the world, like Japan, many of these technologies are already in place. They’re in use even in the United States, with more sophisticated devices like the iPhone. Mobile searches are primarily going to pull their results from Local Search Engines.

All of this is to say:

The potential to attract new customers via Local Search is enormous.

1 - (source: Ian White
2 - (source: Frazier Miller, GM of Yahoo Local)

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