Acting local in a global world (local SEO)
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The document presented by Gerald Murphy discusses local search strategies and ranking factors for optimizing mobile searches, emphasizing the importance of reviews, local content, and effective metadata. Key insights include the rise of smartphone usage, the significance of local links, and the impact of various SEO algorithms like Panda and Penguin on local visibility. It underscores future trends leaning towards mobile-centric search behavior and the need for local businesses to enhance their online presence through reliable local data and customer engagement.
![It has taken 16 years for
smartphone penetration to
reach 1 billion...but Strategy
Analysts believe [sic] that it
will only take three years to
achieve the next billion
(MobiForge)
http://mobiforge.com/research-analysis/global-mobile-statistics-2014-part-a-mobile-subscribers-handset-market-share-mobile-operators#smartphonepenetration](https://image.slidesharecdn.com/7thingsmedia-iabtheconnectedconsumer-devicesdatalocalseo-141118134359-conversion-gate01/85/Acting-local-in-a-global-world-local-SEO-4-320.jpg)
![References
• Mobithinking (2014) Global mobile statistics 2014 Part A: Mobile subscribers;
handset market share; mobile operators [Online] http://mobiforge.com/research-analysis/...
• Search Engine Land / Myles Anderson (2014) 88% Of Consumers Trust Online
Reviews As Much As Personal Recommendations [Online] searchengineland.com
• Smith, A.G. (2003) ‘Think local, search global? Comparing search engines for
searching geographically specific information’. Online Information Review. 27(2) pp.
102 -- 109
@7thingsmedia
@IABUK](https://image.slidesharecdn.com/7thingsmedia-iabtheconnectedconsumer-devicesdatalocalseo-141118134359-conversion-gate01/85/Acting-local-in-a-global-world-local-SEO-28-320.jpg)
Acting local in a global world (local SEO)
- 1. Act global, think local Presented by: Gerald Murphy, Account Manager 18th November 2014
- 2. Contents • 7thingsmedia introduction • What is local search? • Local search ranking factors • Conducting local keyword research • How to encourage positive reviews? • How to gain local links? • Summary • Q&A @7thingsmedia @IABUK
- 3. Social media SEO PPC Mobile Lead generation International Affiliates LONDON | NEW YORK | SINGAPORE Display
- 4. It has taken 16 years for smartphone penetration to reach 1 billion...but Strategy Analysts believe [sic] that it will only take three years to achieve the next billion (MobiForge) http://mobiforge.com/research-analysis/global-mobile-statistics-2014-part-a-mobile-subscribers-handset-market-share-mobile-operators#smartphonepenetration
- 6. Mobile insights • Mobile search queries compared to desktop are: – Shorter – Few queries per session – Becoming more diverse – Adult content is popular • Mobile information needs are directly related to social interactions – Conversations prompt information seeking behaviour • Device type impacts mobile search – High end smartphones have similar behaviour to desktop searches @7thingsmedia @IABUK
- 7. Local engines All The Web HotBot Google Altavista • Local search engines do not offer significant advantage over global search engines • Google had the highest recall score (42%) compared to local search engines • Search engine indexes are completely different Keyword in Subdomai n Name Search Now NZExplorer Vivisimo Excite Surfwax SearchNZ Metasearch engines @7thingsmedia @IABUK
- 8. Local SEO ranking factors
- 9. Citations Distance between query and business Number of clicks (popularity) Clickrate (clicks / impressions) Customer ranking score Number of customer reviews Time and date URL Meta data (description, title or heading) NAP Structured data Store directory Google Places @7thingsmedia @IABUK
- 10. Desktop SEO ranking factors Domain Age Keyword Appears in Top Level Domain Keyword As First Word in Domain Domain registration length Keyword in Subdomain Name Domain History Exact Match Domain Public vs. Private WhoIs Penalized WhoIs Owner Country TLD extension Keyword in Title Tag Title Tag Starts with Keyword Keyword in Description Tag Keyword Appears in H1 Tag Keyword is Most Frequently Used Phrase in Document Content Length Keyword Density Latent Semantic Indexing Keywords in Content (LSI) LSI Keywords in Title and Description Tags Page Loading Speed via HTML Duplicate Content Rel=Canonical Page Loading Speed via Chrome Image Optimization Recency of Content Updates Magnitude of Content Updates Historical Updates Page Updates Keyword Prominence Keyword in H2, H3 Tags Keyword Word Order Outbound Link Quality Outbound Link Theme Grammar and Spelling Syndicated Content Helpful Supplementary Content Number of Outbound Links Multimedia Number of Internal Links Pointing to Page Quality of Internal Links Pointing to Page Broken Links Reading Level Affiliate Links HTML errors W3C validation Page Host’s Domain Authority Page’s PageRank URL Length URL Path Human Editors Page Category WordPress Tags Keyword in URL URL String References and Sources Bullets and Numbered Lists Priority of Page in Sitemap Too Many Outbound Links Quantity of Other Keywords Page Ranks For Page Age User Friendly Layout Parked Domains Useful Content Valuable content Insightful content Contact Us Page Domain Trust/TrustRank Site Architecture Site Updates Number of Pages Presence of Sitemap Site Uptime Server Location SSL Certificate Terms of Service and Privacy Pages Duplicate Meta Information On- Site Breadcrumb Navigation Mobile Optimized YouTube Site Usability Google Analytics use Google Webmaster Tools use User reviews/Site reputation Linking Domain Age # of Linking Root Domains # of Links from Separate C-Class IPs # of Linking Pages Alt Tag (for Image Links) Links from .edu or .gov Domains PR of Linking Page Authority of Linking Domain Links From Competitors Social Shares of Referring Page Links from Bad Neighborhoods Guest Posts Links to Homepage Domain that Page Sits On NofollowLinks Diversity of Link Types “Sponsored Links” Or Other Words Around Link Contextual Links Excessive 301 Redirects to Page Backlink Anchor Text Internal Link Anchor Text Link Title Attribution Country TLD of Referring Domain Link Location In Content Link Location on Page Linking Domain Relevancy Page Level Relevancy Text Around Link Sentiment Keyword in Title Positive Link Velocity Negative Link Velocity Links from “Hub” Pages Link from Authority Sites Linked to as Wikipedia Source Co-Occurrences Backlink Age Backlink Age Natural Link Profile Reciprocal Links User Generated Content Links Links from 301 Schema.org Microformats DMOZ Listed TrustRank of Linking Site Number of Outbound Links on Page Forum Profile Links Word Count of Linking Content Quality of Linking Content Sitewide Links Organic Click Through Rate for a Keyword Organic CTR for All Keywords Bounce Rate Direct Traffic Repeat Traffic Blocked Sites Chrome Bookmarks Google Toolbar Data Number of Comments Dwell Time Query Deserves Freshness Query Deserves Diversity User Browsing History User Search History Geo Targeting Safe Search Google+ Circles Local Searches Transactional Searches Google News Box Image Results Site Level Social Signals Brand Name Anchor Text Co-Citations
- 11. Distance between query and business • We often click on Points Of Interest (POI) up to 3,000 metres away • Engines prefer to rank websites that are within 2,000 metres – NAP • 78% of local mobile searches result in offline purchases @7thingsmedia @IABUK
- 12. Clickrate (clicks / impressions) • Make your meta data flourish • 65 character length titles • Human friendly URLs – Search engines equally love: • Short • Keyword rich • Memorable @7thingsmedia @IABUK
- 13. Number of customer reviews • Reviews will help: – Gain credibility – Brand awareness – Increase engagement – Influence perception • 88% of consumers trust online reviews as much as personal recommendations @7thingsmedia @IABUK
- 14. Competitor reviews @7thingsmedia @IABUK
- 15. Strategically gaining reviews • Yelp and Google Review stickers • Use multiple review websites - Look natural • Utilise social media • Analyse your customer database (returning customers) - So long as this is allowed under the terms and conditions of data subjects @7thingsmedia @IABUK
- 16. NAP • Name • Address • Phone number – Website footer – NAP on review websites – Google Places @7thingsmedia @IABUK
- 17. Store Directories • Static webpage per store • NAP • Individually registered and pulled Google Places @7thingsmedia @IABUK
- 18. 3 great, practical quick(er) wins
- 19. 1. Geo data • Get dirty with data !
- 20. 1. Geo data
- 21. 2. Local keyword research
- 22. 3. Local links
- 24. Current SEO trends Panda: Reduces websites with a poor user experience, low quality content, and websites that are “thin, heavy” Penguin: Reduces black hat SEO. Heavily link focused, for example, link farms, spam blog posts, URL redirection and cloaking Hummingbird: Essentially Google’s new engine which processes synonyms and improves keyword in context (which also improves query intent as previously discussed) Pigeon: Currently used for US English queries but this local SEO update is likely to extend into the UK soon)
- 25. Future… • It is all about mobile • Mobile’s are largely consumer devices • We do not link out on mobile devices – Increased mobile use is going to kill links • EU might target locational data after Google's right to be forgotten dies down • Google may not always be the largest search engine (Apple) @7thingsmedia @IABUK
- 26. Summary
- 27. Local SEO summary • Reviews, reviews and reviews • Individual store webpages • Beautifully written meta data (URLs, descriptions, titles) • NAP @7thingsmedia @IABUK 87% of people search for local information on their mobile (Mint Twist)
- 28. References • Mobithinking (2014) Global mobile statistics 2014 Part A: Mobile subscribers; handset market share; mobile operators [Online] http://mobiforge.com/research-analysis/... • Search Engine Land / Myles Anderson (2014) 88% Of Consumers Trust Online Reviews As Much As Personal Recommendations [Online] searchengineland.com • Smith, A.G. (2003) ‘Think local, search global? Comparing search engines for searching geographically specific information’. Online Information Review. 27(2) pp. 102 -- 109 @7thingsmedia @IABUK
- 29. Questions
- 30. fin. connect: gerald.murphy@7thingsmedia.com www.7thingsmedia.com @7thingsmedia Confidential Information This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2014 7thingsmedia LTD.