Локално SEO за глобален маркетинг
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Практическо ръководство за локално търсене и SEO на Google Places. Презентация от SEO конференция 2011 в София.
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Локално SEO за глобален маркетинг
- 1. Локално SEO за глобален маркетинг
- 3. дигитална агенция: SEO, PPC, SMM
- 4. oснована 2008 в София
- 5. клиенти в САЩ, Великобритания, Израел и България
- 6. Постижения
- 8. Търсене на онлайн информация с намерение за офлайн действия
- 9. Резултати от различни източници:
- 10. търсещи машини
- 11. мобилно търсене(Android, iPhone, BlackBerry)
- 12. локални директории (Yelp, Insider Pages, Super Pages)
- 15. “Google maps is a way of organizing the world's information geographically”, Lars Rasmussen (Google Maps co-founder)
- 16. Карти/локална информация считани 100% достоверни
- 17. Local SEOvs Organic SEO
- 18. “We were not local enough in multiple countries, especially in countries where there are multiple languages or in countries whose language is the same as the majority country.”, Amit Singhal, Google Engineer
- 20. 20% от всички търсения локални (2.8 млрд. /месец глобално), над 50% при мобилно търсене!
- 21. Най-бързо растящият вид търсене!
- 22. 82% от търсещите предприемат офлайн действия
- 23. 50% от трафика към Google Maps от мобилно търсене (40% преди 2 месеца)
- 24. 35% от ВСИЧКИ търсения са локални
- 25. 60 млн. Google Places глобално, 6 млн. потвърдени (3 млн. само в САЩ)
- 26. 1млн.+ ревюта/месечно в Google Hotpot
- 27. Places everywhere - Google, Facebook & Twitter
- 28. Колективно пазаруване – над 150 само в САЩ
- 29. Локална реклама -CityGrid, Chitika, XadSource: DM News, Kelsey Group, comscore
- 36. Окт. 2010: Google Maps в резултатите вдясно, избутват органичните надолу
- 37. Нов.2010: Hotpot на 47 езика
- 38. Мариса Майер – Maps & Places приоритет
- 39. Latitude – социален поглед в/у Maps
- 40. Mobile – основна насока за локално търсенеSource: BlueGlass.com
- 41. Анатомия на О-pack заглавие на сайта описание от сайта позиция на картата ревюта/оценки групирани топ цитати Place page снимка Place page препратка адрес от Place page
- 42. топ цитати Book here!
- 43. sentimentanalysis custom details детайли от други сайтове
- 44. подобни резултати наблизо цитати от сайт, портали, социална медия, UGC
- 46. къде се намира бизнесът
- 47. близост до локацията на търсене
- 49. бизнес име
- 50. категории
- 52. ревюта/цитати
- 53. UGC(NAP = Name+ Address+ Phone!)
- 56. Точни и пълни детайли (NAP)
- 57. Бизнес категории - поне 2 от предложените, спам=наказание
- 58. Локация в бизнес име/описание
- 61. Ревюта/оценки (сайтове от сферата)
- 63. UGC - My Maps, KML files, микроформати
- 64. Определени традиционни SEO фактори:
- 67. локация в препратките
- 68. страници контакти/за насHow about Check-ins & Offers?
- 70. Една страница на локация
- 71. Възможност за многоезични сайтове
- 72. При над 10 локации - Bulk Upload
- 73. Локален телефонен номер (без Toll Free/Tracking)
- 74. Име на компанията – точно както off-line
- 75. Описание на компанията – макс. 200 символа
- 76. Категории – макс. 5 (default/custom)
- 77. Точен адрес (съвпада с този на картата)
- 78. Уебсайт / имейл адрес със същия домейн
- 79. Район на обслужване!
- 80. Снимки (10 макс.) и видео (5 макс.)
- 81. Работно време / начини на плащане
- 82. Статуси в реално време (30 дни макс.)
- 84. Верифициране с Google – телефон/поща
- 85. Безплатни оферти със снимка
- 86. QR кодове заменени с NFC кодове
- 87. Tags спрени през Април 2011
- 88. Качване на снимки (след одобрение)
- 89. Снимки като слайдшоу (1MB, 1024X1024px)
- 90. Месечни имейл доклади
- 91. Facebook/Twitter линк като детайли
- 92. Foursquare RSS > Google Places
- 93. My Maps
- 94. Map Maker
- 95. Boost
- 96. Google Offers
- 97. Google Latitude
- 98. Hotpot
- 103. Специален код за оферта
- 106. Липса на връзка с поддръжката
- 107. Непълна статистика
- 111. Спам/загубени ревюта
- 112. Изгубена статистика от Google
- 114. Детайли за контакти на всяка страница (footer)
- 115. Собствена landing page за всяка локация
- 116. Страници Контакти/За нас!
- 117. Вградена карта от Google Maps
- 118. Микроформати (hCard, hReview, RDF)
- 119. Geo-sitemap + KML файлове
- 120. Връзки от локални директории
- 121. Panoramio, Picasa, Flickr, Twitter, Buzz, YouTube
- 125. Локалните директории все още са конкурент
- 126. AdWord$ реклами – по-важни/конкурентни
- 127. Ревюта/цитати – по-важни от всякога
- 129. РЕВЮТА
- 130. НАГРАДИ
- 132. Продуктов лист - седмично обновявяне
- 133. Цени и наличност – дневно обновяване
- 135. Local Shopping
- 136. показване на събития (Wcities, Zevents) Local social
- 155. Оторизация за администраторски права
- 156. Мобилен сайт и QR код за мобилни устройства
- 157. Връзки към Facebook& Twitter
- 158. Стикер с пълна бизнес информация
- 159. Създаване на Deals (coupons) и безплатно промотиране в Bing (PC/Mobile) & Facebook
- 180. Bing Business Portal
- 181. Yahoo! Local
- 182. Get Listed
- 184. Facebook Places
- 185. Golden Pages
- 186. GetLokal
- 187. Vivo Places
- 188. Карта София
- 189. Geo RSS
- 190. Google Places For Mobile
- 191. Locationary
- 192. Local Search Toolkit
- 194. Google Street View: Cars/Bikes/Trolleys …
- 195. Follow Your World
- 196. Google Maps w/ Street View
- 197. History Pin
- 198. Google Art Projectand many more …
- 199. OR Stanislav.Dimitrov StanislavDimitrov SearchRocks
Notas del editor
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Local data and local search results are data that users rely on to be 100% accurate. It could be that they've been taught from a young age that maps are accurate. Think back to when you'd use an Atlas or Encyclopedia (I know...what's that?), and you'd analyze the specific details of a topographical map, or the exact scale used to measure distances. The thought never crossed your mind that much of this data could simply be wrong. Even in more recent digital history, when people enter in an address in their car's GPS unit, they don't assume it will be wrong some of the time. People expect perfect data in maps.
- Hotel rates in Places page/resultsBooking directly in Places
- Sentiment analysis - the ability to parse reviews into finer categoriesNew place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
- Oct 2010 - location Categories - what are the best categories?Reviews - what are the best sites to get reviews?Citations - what are the best sites to get listed?Links - what are the best links to build?
- Full address now in adLocation extension (Use addresses from a Google Places account ; Use manually entered address)Boost
- Google has a responsibility to ensure local data is accurate because local data is the bridge between search and the real world. And when information is wrong in local, it leads to real world consequences.
- Categories - what are the best categories?Reviews - what are the best sites to get reviews?Citations - what are the best sites to get listed?Links - what are the best links to build?
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Oct 2010 - location of Google maps in search results moved to the right hand side pushing organic bellow the fold
- Reviews – People will talk!
- Shopping results in Place page
- Hotpot iPhone
- Business photos from Google: United States, Japan, Australia, New Zealand, UK, South Korea, and France http://maps.google.com/help/maps/businessphotos/
- What are Google’s two biggest Local vulnerabilities? Lack of “in-house” user reviews and the lack of a social graph. one of the things that I think Google found so attractive about Groupon was the potential for an insane review count–30+ million if each Groupon user left even one review about their experience at a business they’d visited. Carter was tight-lipped about how many native Places reviews Google had, but compare that 30 million number to the 14 million Yelp reviews
- limited nationwide rollout of check-in offers at “thousands of places across the U.S. using Latitude on the iPhone and Android”.
- Hotpot iPhone
- What are Google’s two biggest Local vulnerabilities? Lack of “in-house” user reviews and the lack of a social graph. one of the things that I think Google found so attractive about Groupon was the potential for an insane review count–30+ million if each Groupon user left even one review about their experience at a business they’d visited. Carter was tight-lipped about how many native Places reviews Google had, but compare that 30 million number to the 14 million Yelp reviews
- Hotpot iPhone
- Hotpot iPhone
- Hotpot iPhone
- Hotpot iPhone
- Hotpot iPhone
- Hotpot iPhone
- Hotpot iPhone
- Hotpot iPhone
- Haven’t totally figured out local strategyPlaces Check-ins (+ Deals)Perhaps 2+ million SMBs with Pages?Active vs. presence onlyPenetration in some categories high Compare: Google Places (4M+)
- Without a doubt, 2009 was the year that Twitter became a major player in local search. TheirAPI added location awareness in August, and just last week Twitter bought TownMe, the owner of GeoAPI. Twitter has truly become a critical component for local online marketing More than 200 million users globallyMore than 65 million “tweets” per dayWants to figure out localPlaying with dealsWants to offer ad product for SMBs
- New place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
- New place page review format:I can see two reasons for doing this:#1) It’s the beginning of segmenting out hReview testimonials from businesses themselves.#2) Those favicons are a nice little incentive for more third-party local portals to start feeding Google data.
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Local Search = what? + where?Local search is any search made with the goal of finding something within a geo-graphic location. This is known as searching with Local Intent.Seeking information online with the intention of making a transaction offline
- Google Latitude iPhone
- Google Places iPhone