This session is a panel with individual presentations moderated by Greg Sterling. Here are highlights of the speakers presentations.
David Mihm - David wrote the excellent Local Search Ranking Factors report, and reviewed the top 6 factors in his presentation.
- Claim your local business listings in Google and Yahoo.
- Your local business listing address should be in the city of the search
- Proper categorization of your business listing
- Product/Services keywords should be in the title of your listing
- Proximity of your address to the city centroid
- Validation with third party data providers
This is a great report - click the link above for that report, some blog posts about it and his presentation.
Dan Hobin - G5 Search Marketing, they have a platform that helps track leads, conversions and calls. He showed me a demo of it, very nice reporting and visual charting. They do PPC and SEO and they also help track print Yellow Pages… he showed an example of a campaign where the cost for print yellow pages is $193 per lead, and $580 per customer!! This is vs $13 and $46 for AdWords and $5 and $18 SEO. WOW - no wonder many businesses are relying less and less on print yellow pages!
Ian White - Urban Mapping, Inc. shared some very interesting stats they’ve gleaned from all their geographic data and searches:
- .05% of search queries use the ZIP code
- 2% of search queries use neighborhood terms
- 5% of search queries use city name
- 40% of search queries are inherently local!
I know the top 3 do not add up to 40%, but presumably there are other indicators of “local intent” in a search query. The actual 40% number is debatable.
Bryson Meunier - Resolution Media. Bryson is talking about mobile, and the importance of having a strategy vs just jumping in. He showed an Android mobile app “Call a Cab” and a Weather Channel app for Android. He pointed out that Google Analytics does not track mobile visitors. http://brysonmeunier.com has some links to analytics providers that do.
Mobile users search differently than desktop users. Google suggest has a mobile version that is different than their normal suggestions.
Think of mobile as the beginning of something huge, its a marathon not a sprint. Build links, they can be even more important. You can track mobile links in Google Webmaster Tools. Another tips, join Mobile SEO Google Group.
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