Local Search Optimization - It's More Than Google Places Preview

LocalSearchOptimization:ItsMorethanGooglePlaces
Copyright2011byEricShanfelt
Allrightsreserved.Noportionofthisbookmaybereproduced,storedinaretrieval
system,ortransmittedinanyformorbyanymeanselectronic,mechanical,
photocopy,recording,scanning,orotherexceptforbriefquotationsincriticalreviews
orarticles,withoutthepriorwrittenpermissionofthepublisher.Requestsfor
permissioncanbesubmittedonlineatwww.LocalSearchHandbook.com.
LimitofLiability/DisclaimerofWarranty:Thepublisherandtheauthormakeno
representationsorwarrantieswithrespecttotheaccuracyorcompletenessofthe
contentsofthisworkandspecificallydisclaimallwarranties,includingwithoutlimitation
warrantiesoffitnessforaparticularpurpose.Nowarrantymaybecreatedorextended
bysalesorpromotionalmaterials.Theadviceandstrategiescontainedhereinmaynot
besuitableforeverysituation.Thisworkissoldwiththeunderstandingthatthe
publisherandauthorarenotengagedinrenderinglegal,accounting,orother
professionalservices.Ifprofessionalassistanceisrequired,theservicesofacompetent
professionalshouldbesought.Neitherthepublishernortheauthorshallbeliablefor
damagesarisingherefrom.ThefactthatanorganizationorWebsiteifreferredtointhis
workasacitationand/orapotentialsourceoffurtherinformationdoesnotmeanthat
theauthororthepublisherendorsestheinformationprovidedbytheWebsiteor
organization.Further,readersshouldbeawarethatWebsiteslistedinthisworkmay
havechangedordisappearedbetweenwhenthisworkwaswrittenandwhenitisread.
Trademarks:Alltrademarksareacknowledgedasbelongingtotheirrespective
companies.
LibraryofCongressCataloginginPublicationData
Shanfelt,Eric.
Localsearchoptimizationitsmorethangoogleplaces:abusinessownersguide
togettingcustomersfromthesearchengines/byEricShanfelt.
p.cm.
ISBN:1452898340
ISBN13:9781452898346
LibraryofCongressControlNumber:2010907932
CreateSpace,NorthCharleston,SC
Individualcopiesofthisbookmaybepurchasedatwww.LocalSearchHandbook.com.
Bulkquantitiesofthisbookineitherprintordigitalformatareavailableatspecial
quantitydiscountsforprofessionalandlocalbusinessassociations,trademedia/event
organizations,etc.Pleasecontacttheauthorateric@LocalSearchHandbook.com.
Contents
Preface...........................................................................................................vi
AbouttheAuthor..........................................................................................viii
IntroductiontoLocalSearch...........................................................................9
WhatIsLocalSearch?......................................................................................10
HowPeopleSearchforLocalBusinesses.........................................................12
TheSearchEngineResultsPage(SERP)...........................................................13
BusinessSearch,Maps,andMobile.................................................................17
ConstantChange..............................................................................................20
LocalSearchFundamentals...........................................................................21
WhatQualifiesAsaListing?.............................................................................22
ProfessionalListings.........................................................................................23
HowaBusinessGetsListed..............................................................................25
TheLocalSearchOptimizationProcess...........................................................27
SEOtheRightWay...........................................................................................29
AQuickAssessment.........................................................................................30
GooglePlaces...............................................................................................34
AnatomyofaGoogleBusinessListing.............................................................35
StartingtheListingProcess..............................................................................39
BasicBusinessInformation..............................................................................41
ChoosingYourBusinessCategories.................................................................46
AdditionalBusinessInformation......................................................................49
PhotosandVideos...........................................................................................51
CustomAttributes............................................................................................53
ValidatingYourListing......................................................................................54
YahooLocal..................................................................................................57
AnatomyofaYahooLocalListing....................................................................58
SubmittingYourBusiness.................................................................................62
CompletingtheListing.....................................................................................66
Basicvs.EnhancedListings..............................................................................69
BingLocal.....................................................................................................72
AnatomyofaBingLocalListing.......................................................................73
StartingtheListingProcess..............................................................................76
BusinessDetailsandCategories.......................................................................81
Mobile,Photos,andAdditionalDetails...........................................................83
Verification.......................................................................................................85
DataProviders..............................................................................................88
WhatDataProvidersDo..................................................................................89
Localeze............................................................................................................91
UniversalBusinessListing................................................................................92
InfoUSA............................................................................................................93
Acxiom..............................................................................................................94
OtherImportantSites...................................................................................96
WhichSitesAreImportant?.............................................................................97
Yellowpages.....................................................................................................98
Yelp...................................................................................................................99
Superpages.....................................................................................................100
Citysearch.......................................................................................................101
InsiderPages..................................................................................................102
Citations......................................................................................................104
TheImportanceofCitations..........................................................................105
HowtoDevelopCitations..............................................................................107
CompetitiveCitationResearch......................................................................111
ShouldYouPayforaListing?.........................................................................112
CustomerReviews.......................................................................................115
TheImportanceofCustomerReviews...........................................................116
TopCustomerReviewSites............................................................................117
RespondingtoReviews..................................................................................120
PositiveReviews.............................................................................................122
NegativeReviews...........................................................................................122
FakeReviews..................................................................................................125
SolicitingCustomerReviews..........................................................................127
OptimizingYourWebSite............................................................................131
WhyOptimizeYourWebSite.........................................................................132
DomainandHostingOptimization.................................................................135
WebsiteOptimizationGuidelines..................................................................138
LocationSpecificPages..................................................................................141
HelpingSearchEnginesFindYourSite...........................................................147
LinkstoYourSite............................................................................................149
ImportanceofSiteDesign..............................................................................153
Conclusion...................................................................................................155
SearchOptimizationDoesntStop.................................................................155
ReputationManagementTools.....................................................................157
GetListed.orgLocalUniversity.......................................................................158
LocalSearchConsultants...............................................................................158
TheNextSteps...............................................................................................160
AppendixA:FreeLocalSearchTools........................................................................161
AppendixB:LocalSearchBloggers..........................................................................169
AppendixC:LocalSearchEcosystem........................................................................170
AppendixD:GoogleRankingFactors.......................................................................171
TableofFigures...........................................................................................173
Index...........................................................................................................177
vi
Preface
Nearly80%ofU.S.consumersusetheInternettofindalocalbusiness.Itdoesnt
matterifyoureanaccountant,lawyer,doctor,landscaper,orsalonowneror
operateanyotherlocalbusinessyourcustomersarelookingonlinefora
businesslikeyoursrightnow.Willtheyfindyou?
Localsearchoptimizationhelpsensurethesepotentialcustomerswillfindyou
whethertheysearchfromtheirdesktop,laptop,tablet,orsmartphone,andno
matterwhatsiteorservicetheyhappentouse.
Iwrotethisbookforyou,thelocalbusinessoperator,todemystifylocalsearch,
separatefactfromfiction,andtellyouinplainEnglishwhatyoureallyneedto
dotogeneratebusinessfromInternetsearchengines.
Isntthisinformationavailableforfreeontheweb?
Muchoftheinformationinthisbookisindeedavailableforfreeonthe
web,butitisscatteredoverhundredsofdifferentwebsites,
disorganized,andwritteninindustryjargonratherthanplainEnglish.
TheInternetalsopresentsawidevarietyofopinionssomeofwhich
canactuallygetyourbusinessintobigtrouble.
ShouldntIjusthirealocalsearchconsultant?
Imabigfanoflocalsearchconsultants.Thegoodonescando
everythinginthisbookandmoreandcancostthousandsofdollars
everyyear.Butevenifyoudooutsourceyourlocalsearchoptimization,
thisbookwillhelpyouunderstandwhatyourconsultantshoulddofor
youandgiveyoutheframeworktoselecttherightprofessionalatthe
rightprice.
AllIneedtodoisclaimmylistingonGooglePlaces,right?
Thisisagoodstart,butGoogleaccountsforonly41%oflocalsearches.
Youneedtoensureyourbusinessisproperlyoptimizedfortheother
59%oflocalsearchesandthatyourGooglePlaceslistingitselfis
optimizedforthebestresults.
Whatifmybusinessdoesnthaveawebsite?
Havingyourownwebsitecertainlyhelps,butevenifyoudonthave
Copyright2011,EricShanfelt.AllRightsReserved
www.LocalSearchHandbook.com
vii
one,thereisplentyyoucandotooptimizeyourbusinessforlocal
searchandbefoundbypotentialcustomers.
Ialreadyhaveagreatwebsite.WhatmoredoIneed?
Manybusinesseshavewebsitesthatdontshowupwell,orevenatall,
whenpeoplesearch.Thebestwebsiteintheworldwonthelpyouif
peoplecantfindit,andcreatingawebsiteisonlyasmallsteptoward
trulyoptimizingyourbusinessforlocalsearch.
Whatifmybusinessalreadyshowsupinthesearchengines?
Thatsgreat!Butareyousureyoureshowingupinalltheways
potentialcustomersmightsearchforyou?Andisyourpositioninthe
searchresultssafeoncesimilarbusinessesstartcompetingwithyou
onlinetoo?
DoIhavetobecomeasearchengineexpert?
No,butyouatleastneedtounderstandhowsearchenginesworkand
whatyoucaneasilydoyourselftogetmorecustomers.Thisbookwill
showyouinplainEnglish,notjargon.
WhatifIdonthavethetimetodothis?
Thefundamentalsoutlinedinthisguidecanbedonewithminimaltime
commitment,andyoudonthavetodoeverythingatonce.Butevenif
youdontwanttodoalltheworkyourself,youcantaffordnotto
understandtheinformationinthisbook.
Thisbookisnotaboutrunningaftereverysearchenginetrickandrumoror
tryingtogamethesystemandcheatyourwaytothetop.Itsaboutdoingthe
fundamentalsoflocalsearchoptimizationwellandgettingmorecustomersasa
result.Asyoureadthisbookandhavecommentsorideas,pleasecontactmeat
www.LocalSearchHandbook.com.Iconstantlypostlocalsearchtipsandanswer
readerquestionsonaregularbasis.Iwishyouallthebestasyougrowyour
businessbyoptimizingitforlocalsearch!
EricShanfelt
viii
About the Author

EricShanfeltbeganhiscareerin
onlinemedianearlytwentyyearsago.
Hehasworkedatinteractivead
agenciesandheldexecutivepositions
atseveralconsumerandbusiness
mediacompaniesincludingPenton,
Virgo,Interweave,andThomas
Nelson.Hehasservedasaconsultant
forthepastseveralyearshelping
dozensofmediacompaniesgrow
theironlinebusinesses.
ManyofthecompaniesEricworks
withproducemagazinesandtrade
showsforsmallbusinessowners.
ThesecompaniesoftenaskEricto
writearticlesorspeakatconferencestohelptheirsmallbusinessowner
readerswithonlinemarketingespeciallyoptimizingtheirbusinessesforlocal
search.
ErichasapassionforteachingbusinesseshowtousetheInternettogrow
revenuesandgetnewcustomers.Heemphasizessimple,practicaltechniques
andhasauniqueabilitytodemystifytechnologyandexplainitinplainEnglish.
EricresidesinColoradoandisaprivatepilot/generalaviationenthusiastandan
avidproponentofadoptionandorphancare.
Introduction to Local Search

Beforewebegintheprocessofoptimizingyourbusinessforlocalsearch,it
helpstounderstandexactlywhatlocalsearchreallyis,howitworks,andhow
wellgoabouttheprocessofgettingmorecustomersthroughthesearch
engines.
WhatIsLocalSearch?
HowPeopleSearchforLocalBusinesses
TheSearchEngineResultsPage(SERP)
BusinessSearch,Maps,andMobile
ConstantChange
10
What Is Local Search?

NearlyallofushaveusedGoogleoranothersearchenginetolookup
somethingofinterest,personallyorprofessionally.Americanidolresults,
symptomsofswineflu,andnetworksecuritytipsareexamplesoftypical
searches.
Increasingly,consumersandothersmallbusinessesalsousesearchenginesand
onlinedirectoriestofindbusinessesinspecificgeographiclocations.Whena
personlooksonlineforalocalbusinesslikepediatriciansinatlantaorvirginia
beachappliancerepair,thisislocalsearch.
Localsearchiscriticallyimportanttoyourbusiness.Increasingly,itishownew
customersdiscoveryourbusinessandhowyoukeepyourbusinessinfrontof
existingcustomers.Thefirstplacemostoftodaysconsumersandsmall
businesseslooktofindalocalbusinessisanInternetsearchengineordirectory.
79%ofU.S.consumersusetheInternettofindlocalbusinesses.1
82%ofthosesaytheyusesearchenginestofindlocalcompanies.2
23%fewerpeopleusetheYellowPagesvs.twoyearsago.2
25%fewerpeopleuselocalnewspapersvs.twoyearsago.2
ThethreemostimportantsearchenginesareGoogle,Bing(Microsoft),and
Yahoo.Together,theyaccountforover95%ofallsearchesintheUnitedStates.3
1.BrightLocalConsumerReviewSurvey(November2010)
2.NielsenandWebvisibleresearchviaMarketingCharts(January2009)
3.comScoreExplicitCoreSearchReport,TotalU.S.Home/Work/UniversityLocations(May2011)
11
Figure1SearchEngineMarketShare
Yahoo
15.9%
Bing
14.1%
Google
65.5%
Other
4.5%
Inthesummerof2009,MicrosoftandYahooannouncedatenyearpartnership
whereBing(ownedbyMicrosoft)woulddriveallofYahoossearchresults.This
integrationhasalreadybegun,andthenewpartnershipmeansBing/Yahoonow
powersnearly30%ofallInternetsearches.
Butthemajorsearchenginesarenottheonlyplacewherepeoplelookonline
forlocalbusinesses.TheyalsouseInternetyellowpagedirectories(IYPs),
mappingsites,cityguides,andcustomerreviewsites.Inaddition,consumers
searchforbusinessesoncomputersandlaptops,incarGPSunits,and,
increasingly,onmobiledevices.Andmanypeoplenowusepopularsocialmedia
applicationslikeFacebookandFoursquaretocheckintolocalbusinesses.
Figure2LocalSearchMarketShare
Google
41%
Bing
11%
Other
8%
Yellowbook
9%
Yahoo
10%
Superpages
9%
Yellowpages
9%
12
YoucanseethatGoogleaccountsfor41%ofalllocalbusinesssearches.4With
59%ofalllocalsearchesdoneelsewhere,youcannotfocusonGooglealone
whenoptimizingyourbusinessforlocalsearch.
Yourjobasalocalbusinessowneristoensurethatyourbusinessappearsinall
oftheseplacesandthatyourbusinessinformationiscorrectandcompleteso
thatitappearshighupinthesearchresultswhenconsumerssearchfora
businesslikeyoursinyourgeographicarea.
How People Search for Local Businesses

Whenapersonlooksforalocalbusinessonasearchengine,theytypicallyask
twoquestions:whatandwhere.Herearesomeexamplesofwhatpeopleenter
intoasearchenginewhenlookingforalocalbusiness:
clevelandselfstorage
tanningsalonsinportlandoregon
scottsdalelandscaping
chineserestaurantsnearnashville
albuquerqueinsuranceagents
Noticethevarietyinthewaypeoplesearch.Theymayputthewhatbefore
thewhere,mayormaynotincludethestatenameorabbreviation,andmay
begeneralintheirsearch(restaurants)ormorespecific(chineserestaurantsor
evendimsum).Theusermayevenuselocalcolloquialismstoidentifythe
whereintheirsearch:
daycareinphilly
bayareachurches
denvertechcenterhotels
Intheseexamples,philly,bayarea,anddenvertechcenterarenotactualcity
namesbuttermsthatlocalsuse.Thegoodnewsisthatthesearchengineshave
becomeprettyintelligentaboutfiguringoutwhatapersonintended,andthey
areconstantlymakingadjustmentstomakesearchresultsevenmorerelevant.
4.TMP/comScoreLocalSearchUsageStudy(October2010)
13
The Search Engine Results Page (SERP)

Whensomeonedoesasearch,theresultsaredisplayedinaSearchEngine
ResultsPage,orSERPforshort.Eachsitehasitsownwayofdisplayingsearch
results,butallhavethreedistincttypesofresults:
Sponsoredresults:Thesearepaidadsthatbusinessespurchasetoshow
upwhensomeonesearchesforspecifictermsorspecificgeographic
locations,typicallylocatedatthetoprightsideoftheSERPs.Paidsearch
engineadvertisingisadifferentmarketingdisciplinefromlocalsearch
optimizationandwillnotbecoveredinthisbook.
Localbusinessresults:Thesearepulledfromasearchengineslocal
businessdirectory.Amapofthelocalareaisalsotypicallydisplayed
withtheresultsorclosetothemontheSERP.Localbusinessresultsare
usuallylocatedbelowpaidadsandeitheraboveormixedinwithweb
searchresults.
Websearchresults:Alsocalledorganicsearchresults,theseare
pagesaroundthewebthatcloselymatchwhatwassearchedfor.
WhenyousearchfromtheBingandYahoohomepages,localbusinessresults
andwebsearchresultsaredisplayedinseparatesections.Googlehandles
thingsabitdifferently.Dependingonwhatsearchtermtheuserenters,Google
willsometimesseparatelocalbusinessandwebsearchresultsandatother
timeswillblendthemtogether.
14
Figure3BingPrimarySearchResultsPage
Figure4YahooPrimarySearchResultsPage
15
Figure5GooglePrimarySERP(SeparatedBusiness/WebResults)
Figure6GooglePrimarySERP(BlendedBusiness/WebResults)
16
Ofcourse,Google,Bing,andYahooarenttheonlysiteswithlocalbusiness
searchresults.Internetyellowpagedirectories,cityguides,andothersitesthat
featurelocalbusinessesalsohavetheirownsearchresultspages(SERPs).
Figure7SuperpagesSearchResultsPage
Figure8CitysearchSearchResultsPage
17
Business Search, Maps, and Mobile

Inadditiontotheprimarysearchresultspages,Google,Yahoo,Bing,andmany
othersearchsiteshaveseveralotherwayspeoplecansearchforlocal
businessesincluding:
Specificlocalbusinesssearchpages
Mapsearchpages
Primary,localbusiness,andmapsearchoptimizedformobiledevices
iPhone,Droid,andBlackBerryapplicationsthatuserscandownload
Dontletallofthesevariationsoverwhelmyou.Ifyouoptimizeyourbusiness
fortheprimaryGoogle,Yahoo,andBingsearchresults,yourbusinesswill
automaticallybeoptimizedintheirmaps,mobilewebsites,andmobile
applicationsaswell.
LocalbusinesssearchpagesremovewebsearchresultsandfocustheSERPonly
onlocalbusinesslistings.Theseoftenlooklikemapsearchresultspages,butare
actuallydifferentpages.
Figure9GooglePlacesSearchResultsPage
18
Figure10BingLocalSearchResultsPage
Themajorsearchenginesalsohavededicatedmapsearchpages,whichare
organizedabitdifferently.Anotherpopulardedicatedmapsite,MapQuest,also
offersbusinesssearches.
Figure11GoogleMapsSearchResultsPage
19
Figure12MapQuestSearchResultsPage
Ofcourse,withtheproliferationofsmartphones,peopleincreasinglyare
searchingforlocalbusinessesrightfromtheiriPhone,Droid,BlackBerry,or
otherwebenableddeviceinsteadofusingtheirdesktopcomputer.
Toaddressthis,Google,Yahoo,andBingaswellasmostotherlocalbusiness
searchsitesofferwebsitesthatareoptimizedfordisplayonmobiledevices.As
withtheirfullsizedesktopcousins,thesemobilesearchsitesdisplaya
combinationofsponsored,localbusiness,andwebsearchresults.
Figure13iPhoneVersionsofGoogle,Bing,andYahoo
20
SearchenginesalsooffernativeapplicationsforiPhone,Droid,andBlackBerry
thatpeoplecandownloadtotheirphonestomakeiteveneasiertosearchfor
localbusinesses.
Figure14BlackBerryGoogleMapsApplication
Constant Change
Itsimportanttobeawarethatlocalsearchisconstantlychanging:
Searchsitescontinuallychangesearch,results,andbusinesslistingpage
designstoimprovetheuserexperience.Thishappensontheirfullsize
websites,mobileoptimizedwebsites,andsmartphoneapps.
Searchsites(especiallyGoogle)oftenchangewhichbusinessesto
displaytoendusersandinwhatorder.Theydothistoimproveresults
forusersandtocombatpeoplewhotrytoabusethesystem.
Searchsitesoccasionallyupdatehowbusinessesclaim,setup,and
updatetheirbusinessinformationtomakeiteasierforbusinessowners,
moresecureforbusinessownersandtoprovideadditionalinformation
topeoplesearchingforbusinesses.
InjustthetimethatIvebeenwritingthisbook,therehavebeenseveralmajor
changestothelocalsearchlandscapethathavecausedmetogobackand
rewritesectionsofthebook.Therealreadymaybesomechangesfromthetime
thisbookwaspublished!
However,despitechangesthatmayhappentospecificpagedesignsor
processestosubmitandupdateyourinformation,thefundamentalsoflocal
searchremainthesame.Followtheprocessoutlinedinthisbook,andyouwill
generatemorecustomersfromthesearchengines.
173
Table of Figures
Figure1SearchEngineMarketShare................................................................11
Figure2LocalSearchMarketShare..................................................................11
Figure3BingPrimarySearchResultsPage........................................................14
Figure4YahooPrimarySearchResultsPage.....................................................14
Figure5GooglePrimarySERP(SeparatedBusiness/WebResults).................15
Figure6GooglePrimarySERP(BlendedBusiness/WebResults)....................15
Figure7SuperpagesSearchResultsPage..........................................................16
Figure8CitysearchSearchResultsPage............................................................16
Figure9GooglePlacesSearchResultsPage......................................................17
Figure10BingLocalSearchResultsPage..........................................................18
Figure11GoogleMapsSearchResultsPage.....................................................18
Figure12MapQuestSearchResultsPage.........................................................19
Figure13iPhoneVersionsofGoogle,Bing,andYahoo....................................19
Figure14BlackBerryGoogleMapsApplication................................................20
Figure15ProfessionalListingsonGoogle.........................................................24
Figure16BusinessListingInformationSources................................................25
Figure17TheLocalSEOProcess........................................................................28
Figure18GetListed.orgListingSnapshot..........................................................31
Figure19GetListed.orgLocalBusinessListingOverview.................................32
Figure20GetListed.orgGoogleListingDetail....................................................33
Figure21GoogleBlendedSERPforJapaneseRestaurant................................35
Figure22Google7PackSERPforJapaneseRestaurant...................................36
Figure23TheFortRestaurantPlacePage........................................................37
Figure24GooglePlacesHome..........................................................................40
Figure25EnterCountryandPhoneinGooglePlaces.......................................41
Figure26EditorAddListinginGooglePlaces...................................................41
Figure27EnteringBasicBusinessInformationinGooglePlaces......................42
Figure28MikeBlumenthal'sGoogleBusinessCategoryPreviewTool............48
Figure29EnteringBusinessCategoriesinGooglePlaces..................................49
174
Figure30EnteringAdditionalBusinessInformationinGooglePlaces.............49
Figure31ServiceAreasinGooglePlaces..........................................................50
Figure32AddingPhotosandVideosinGooglePlaces.....................................52
Figure33CustomAttributesonGooglePlaces................................................54
Figure34ValidateYourListingonGooglePlaces..............................................55
Figure35EnterPINtoValidateListing..............................................................56
Figure36YahooSERPforGolfCoursesinNewYork,NY...................................58
Figure37YahooLocalSERPforGolfCoursesinNewYork,NY.........................59
Figure38YahooLocalMiniListing....................................................................59
Figure39YahooLocalFullBusinessListing.......................................................60
Figure40YahooLocalSignUp..........................................................................62
Figure41YahooLocalSubmissionForm...........................................................63
Figure42YahooLocalSubmissionForm(Continued).......................................64
Figure43YahooLocalEditListingorAddListing...............................................65
Figure44YahooLocalCategories......................................................................66
Figure45YahooLocalPreview..........................................................................67
Figure46YahooLocalVerificationandTermsofService..................................68
Figure47YahooLocalListingThankYou...........................................................69
Figure48YahooEnhancedListingPromotion...................................................70
Figure49LocalSearchResultsonBing.com......................................................73
Figure50LocalSearchResultonBingMaps.....................................................74
Figure51SearchResultsonBingLocal..............................................................74
Figure52BingLocalBusinessListing.................................................................75
Figure53BingBusinessPortalHomePage.......................................................77
Figure54CheckIfListingExistsonBing............................................................77
Figure55EnterSecurityCharacterstoProceedwithBingSignUp..................78
Figure56SignintoBingorSignupforaNewAccount....................................79
Figure57BingBusinessPortal...........................................................................80
Figure58BingBusinessPortal...........................................................................80
Figure59EnterBusinessDetailsonBing...........................................................81
175
Figure60BusinessProfile(AdditionalCategories)inBing................................82
Figure61MobileSiteCreationonBing.............................................................84
Figure62AddingPhotosonBing.......................................................................84
Figure63MoreBusinessDetailsonBing...........................................................85
Figure64VerificationOptionsforaBingListing................................................86
Figure65HowBusinessDataFlowsThroughoutLocalSearch.........................90
Figure66LocalezeHomePage..........................................................................91
Figure67UniversalBusinessListingPackages..................................................92
Figure68ExpressUpdatebyInfoUSA................................................................94
Figure69MyBusinessListingManagerbyAcxiom..............................................95
Figure70UniqueVisitorsperMonthforLocalSearchSites.............................97
Figure71ClaimYourListingwithAT&TYellowpages.......................................98
Figure72ClaimingYourListingwithYelp..........................................................99
Figure73ClaimYourListingwithSuperMediaSuperpages............................100
Figure74ClaimYourListingwithCityGridMediaCitysearch..........................101
Figure75ClaimingYourListingwithInsiderPages.........................................102
Figure76CitationsonaGooglePlacesBusinessListing..................................106
Figure77BetterBusinessBureauCitations.....................................................108
Figure78LovelandColoradoChamberofCommerceBusinessDirectory.....109
Figure79TucsonArizonaVisitorsGuide.........................................................110
Figure80Lawyer.comVerticalIndustryDirectory..........................................111
Figure81CitationResearchonGoogle...........................................................112
Figure82CustomerReviewsonaGooglePlacesListing................................116
Figure83PercentageofYelpReviewsbyRating.............................................121
Figure84YelpExampleofaGoodReplytoaNegativeCustomerReview.....125
Figure85ExampleofaWebPageLinkingtoMajorReviewSites..................128
Figure86LinktoReviewsPageonHomePageofWebSite...........................128
Figure87BackofBusinessCardSolicitingReviews.........................................129
Figure88WebSearchResultsAreDifferentfromLocalBusinessResults......132
Figure89HighlandsSchoolHomePage..........................................................133
176
Figure90ProgrammingCodebehindtheHighlandSchoolHomePage.........134
Figure91PublicversusPrivateRegistrationonGoDaddy...............................137
Figure92ExampleofaGood404Page...........................................................139
Figure93LinkfromGooglePlacestoLocationSpecificPageonWebSite....142
Figure94ExtraSpaceLocationSpecificPage.................................................143
Figure95SearchEngineSitemapValidatedbyGoogleWebmasterTools......148
Figure96CheckInboundLinksonOpenSiteExplorer....................................150
Figure97CompareTwoSitesonOpenSiteExplorer......................................151
Figure98DenverSelfStorageWebSite..........................................................154
Figure99LocalSearchOptimizationProcess..................................................155
Figure100MarchexReputationManagementDashboard.............................158
Figure101CreatingaGoogleAccount............................................................162
Figure102GoogleAnalytics............................................................................163
Figure103GoogleWebmasterTools..............................................................164
Figure104CreatingaWindowsLiveID...........................................................165
Figure105YourOwnEmailAddressforWindowsLiveID.............................165
Figure106CreatingaYahooAccount..............................................................166
Figure107GetListed.org..................................................................................167
Figure108OpenSiteExplorerbySEOMoz......................................................168
177
Index
301Redirects.SeeRedirects
404Pages,139
Acxiom,92,94
AdobeFlash,140
Angie'sList,97
AntiSLAPPLaws,124,126
AT&T.SeeYellowpages
Backlinks,149
BestoftheWeb,97
BetterBusinessBureau(BBB),107
Bing.SeeMicrosoftBing
BlackHat,29
Blacklisting.SeeSuspendedAccount
Blumenthal,Mike,48,169
BusinessDescriptions,46
BusinessName,42,63,81
Categories,46,65,81
ChambersofCommerce,108
Chatmeter,157
Citations,28,76,104
CityGridMedia,102,119
Citysearch,101,118
Claiming,25,32
Cloaking,135
Crawling,147
CustomAttributes,53
CustomerReviews,28,32,115
FakeReviews,125
HowtoRespond,120
NegativeReviews,122
PositiveReviews,122
SolicitingReviews,127
DataProviders,25,89
DexKnows,97,120
Domains,135
DomainRegistrars,136
PrivateRegistration,136
EmailAddresses,44,63,81
Facebook,54,81,152,157
FederalTradeCommission,126
Flash.SeeAdobeFlash
Foursquare,159
Frames,140
FTC.SeeFederalTradeCommission
GetListed.org,30,158,166,170
Google,10,31
7PackSearchResultsPage,36
BlendedSearchResults,35,132
GoogleAccount,161
GoogleAnalytics,162
GoogleMaps,144
GooglePlaces,34
WebmasterTools,148,163
Gowalla,159
Groupon,159
H1Tag,144
Hijacking,26
HoursofOperation,50,65,85
HTMLCode,133,139
HyperLocalWebSites,106
iFrames,140
IndustryDirectories,110
InfoUSA,92,93
InsiderPages,102
InternetYellowPages,25
IYP.SeeInternetYellowPages
Javascript,138,140,141
Judy'sBook,97
Kudzu,119
LargeOrganizations,22
Links,Inbound.SeeBacklinks
LivingSocial,159
LocalBusinessResults,13
LocalSearch,10
LocalSearchOptimization,21
Localeze,91
MapLocations,Fixing,46
Maps,17
Marchex,157
MerchantCircle,97,119
MetaTags,145
Microdata.SeeMicrotags
Microsoft,10
BingLocal,72
BingWebmasterTools,148
MicrosoftBing,10,31
MicrosoftWindowsLiveID,165
Microtags,145
Mihm,David,30,166,169,171
Multimedia,32
MultipleLocations,22,141
MyRepMan,158
NAP(Name,Address,Phone),41
NofollowTags,153
OffSiteBusinesses,22
OpenSiteExplorer.SeeSEOMoz
OrganicSearchResults.SeeWeb
SearchResults
178
PageTitle,143
PaidListings,69,112
PaidResults.SeeSearchEngine
Advertising
PaymentMethods,50,65
PaymentTypes,85
Permalink,143
Permalinks,138
PhoneNumbers,44,63,81
TollFree,44,63,81
Tracking,63,81
Photos,52,84,SeeMultimedia
ProfessionalListings,23
RDFa.SeeMicrotags
RealEstate,23
Redirects,138,141,153
ReputationManagement,157
Reviews.SeeCustomerReviews,
SeeCustomerReviews
RichSnippets.SeeMicrotags
SearchEngineAdvertising,13
SearchEngineOptimization.See
LocalSearchOptimization
SearchEngineResultsPage,13
SearchEngineSitemaps,147
SEO.SeeLocalSearchOptimization
SEOMoz,167
OpenSiteExplorer,149,168
SEOMozToolbar,168
SERP.SeeSearchEngineResults
Page
ServiceAreas,50
Sexton,Patrick,30,166
Sitemaps.SeeSearchEngine
Sitemaps
SpecializedServices,23
SponsoredResults.SeeSearch
EngineAdvertising
StreetAddress,43,81
Normalization,43
StyleSheets,140
SuperMedia.SeeSuperpages
Superpages,100
SuspendedAccount,29
TollFreePhoneNumbers,144
Twitter,54,81,152,157
UGC.SeeUserGeneratedContent
UniversalBusinessListing,24,92
Uptime,138
UserGeneratedContent,25
vCards.SeeMicrotags
Videos,53,SeeMultimedia
WebSearchResults,13
179
WebSiteAddresses,45,63,81
WebSiteHosting,137
WebSiteNavigation
Breadcrumb,144
WebSiteOptimization,29
WhiteHat,29
WindowsLiveID.SeeMicrosoft
WindowsLiveID
XML,147
Yahoo,10,31,118
Account,166
YahooLocal,57
YellowBook,97
Yellowpages,98
Yelp,99,118,120
Yext,157
YouTube,53,54,152,161
YP.com.SeeYellowpages

Local Search Optimization - It's More Than Google Places Preview

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Local Search Optimization - It's More Than Google Places Preview

Загружено:

Авторское право:

Доступные форматы

LocalSearchOptimization:ItsMorethanGooglePlaces

About the Author

Introduction to Local Search

What Is Local Search?

How People Search for Local Businesses

The Search Engine Results Page (SERP)

Business Search, Maps, and Mobile

Вам также может понравиться

Local Search Optimization - It&#39;s More Than Google Places Preview

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Local Search Optimization - It&#39;s More Than Google Places Preview

Загружено:

Авторское право:

Доступные форматы

LocalSearchOptimization:ItsMorethanGooglePlaces

About the Author

Introduction to Local Search

What Is Local Search?

How People Search for Local Businesses

The Search Engine Results Page (SERP)

Business Search, Maps, and Mobile

Вам также может понравиться

Local Search Optimization - It's More Than Google Places Preview

Local Search Optimization - It's More Than Google Places Preview