Archive for local search marketing
Hyper Local Domain Names Lead to Real Estate Sales
Posted by: | CommentsWhile we focus mostly on local search at Practical Local Search there is still that important element of overall SEO with a website. Very specific domain names, sometimes called long tail have taken hold for affiliate marketers and now appear to be doing so for real estate agents. According to a report from GoDaddy the instances of address based domains is up over 320 percent. The target states come as no surprise as they include California, Arizona, New York and Florida, all states with struggling real estate markets.
Real estate is a very local search market. Sellers especially focus on very defined neighborhoods, even within a city. For example in Seattle WA sellers would highlight properties in neighborhoods such as Capitol Hill, Queen Anne and Magnolia. The strategy of using addresses for domain name is being credited with reducing the time to sell individual properties. In the same GoDaddy report brokers indicate selling a house in 43 days versus the local average of 120 to 180 days.
Once the physical address domain name is purchased from a domain registrar the seller (the agent actually) creates a targeted web site with the specifics of the target property. Images, floor plans, neighborhood information and so on is included with the appropriate contact information. The specific address domain name assists with SEO results and positions the newly created site in search results around these specific addresses.
Does this really work on a large scale? The article only has a few anecdotal references so it may simply be a puff piece by GoDaddy. Certainly they never use hype to promote their services! However, many SEO experts claim a keyword targeted domain name is not really a help. However, I suspect when the search is so specific that it indeed helps. The next leap is creating a local search listing with similar characteristics. Will this work? It’s hard to say without testing it out. However, if a well crafted local listing is created using the physical address as the business name who knows. I think it would be a big help.
It’s now up to the adventurous real estate professional to try their hand at both a highly focused physical address domain name and local business listing. Let us know if you have any success. Although, I suspect if you do you’ll keep it to yourself!
Add a Geographical Reference to Your Web Site
Posted by: | CommentsWhile local search does not require a website to be effective it’s clear that it certainly can’t hurt! The overall success of any optimization campaign lies in creating as many accurate references to what you do (keywords) and where you are (geo tags) as possible. We are not talking about spam here, we are talking about using all of the options available to you. Google, in it’s wisdom provides all sorts of tools to help this process. Some may say too many and too disorganized but that’s for another day.
One method to help Google uses to understand where you are focusing your energy is by using Google Webmaster Tools. If you already have a local search listing or a Gmail account you are ready to go. I usually search for Google Webmaster Tools and then go to that site. Once you are logged go to Settings (If you are managing multiple website then select the target website first). There you will find one option called “Geographic target.” Specify your location and save.
Once this is done, and coupled with the use of content and meta tags identifying your geographical focus you will get just a bit more juice to help customer find you now!
10 Easy Links and How to Get Them Today
Posted by: | CommentsIf you are a local business you want to be at the top of local search so you can get found by your potential customers. The following list of sites will help improve your Google Rank for local search results if you use highly optimized techniques. Listing your business alone will not guarantee a top ranking; however, it is a leaping off point on your way to the top.
Getting relevant citations helps you create connections for your business that creates a frame of reference for Google to find you relevant enough to index. Citations that have geo-local focused information – business name, address, phone number, and url help search engines find you, index you, and match your business to your local search listing.
The following list of Local Listing Sites will help you build those all important link citations and capture business reviews for boosting your company’s web presence:
· Google Local Business Center
· Yahoo Local
· InfoUSA
· TrueLocal
· Local.com
· SuperPages
· BigBook
· 411.com
· Switchboard.com
· YellowPages.com
· Magic Yellow
· YP.com
· MapQuest
· Dogpile YP
· WebCrawler
· MetaCrawler
· WebFetch
· Metrobot
· MacRAE’s Blue Book
· Localeze
· Experian
· Wcities
· iBegin
· Yelp
· Judy’s Book
· MojoPages
· Tupalo
· Insider Pages
· YellowBot
· CitySquares.com
· LittleEngine.com
· Yokid
· Lopico
· Match Point
To get good ranking with Google local search you have to do more than just claim your listing. You need to add relative content like videos and photos with keywords in their file labels. You must encourage and grow customer reviews on your site and on review sites like Yelp. There are plenty out there that are free where you can add your business information and grow your links.
Avoid Negative Factors in Your Local Business Listing
Posted by: | CommentsLast in a series of five articles on factors affecting local business listing search rankings.
It is possible to lose some points in the game. David Mihm feels you can lose up to 20% of your score by doing everything wrong here. The good news is you’re not likely to do everything wrong, or even come close if you follow the steps above and avoid the ones coming.
- Keyword Spamming- Keyword spamming is the overuse of your selected keywords. I have seen listings where the description and the categories are just keywords strung together. First, the search engines don’t like this and penalize you. Second, it looks and sounds stupid. Remember, you are trying to impress a potential new client or customer so do so.
- Multiple Addresses On Your Contact Page- If you have a number of locations create a separate contact page for each. Be sure to create keyword rich URLs and title meta tags as discussed earlier.
- Negative Reviews- Negative reviews are not likely to hurt you in regards to your ranking success, however they may be a turn off for your potential clients and customers.
- Exclusive Use of Toll Free Numbers On the Contact Page- It is very helpful to add a local number to your contact page(s) instead of just a tool free number. The local number adds, well a local flavor.
- Multiple Local Business Listings With the Same Business Name- Now this is a big negative and is clearly spam. Ensure you have only one listing for each legitimate location. Any more and it is clearly out of line and deserves a negative rating.
- Exclusive Use of a PO Box- This is a difficult situation. For a variety of reasons you may only have a PO Box. If you are in that situation and you are not using an official USPS PO Box then call your PO Box a suite number.
- Multiple Local Business Listings With Same Address and Phone Number- This is another harmful situation, however it can be problematic where you use a shared office situation. It appears that as long as the listings with similar addresses are not all yours then you are OK. If you are doing the work for other companies consider having different accounts for each listing.
Try as much as possible to eliminate the impact of these negative factors. Your aim should be to score a 100% in each of your local business listings.
The Impact of Citations and Reviews on Local Search Success
Posted by: | CommentsThis is the third in a series of five articles on success factors for local search. In the first article we focused on your companion web site. As we mentioned it generates about 15% of the success in a local search. In the second article we found 40% of the total impact comes from the optimization of the local business listing itself. Now in the third article we again draw from David Mihm’s research and find that 30% of the success of a well ranked local search comes from an effective use of citations, or in more common language, reviews.
Reviews, in my opinion are the major tie breaker for local search listings. All things being equal more reviews, for more sources will put your listing at the top and keep it there. It may also catapult your listing into the top ten where it previously was not found. Google likes to see there is interest in a business from the community. Additionally potential customers like to see reviews as the number one factor for many people is what other existing customers have to say about a business or service.
In most cases hospitality businesses and service providers will typically already have citations in various locations around the Internet. Here are some of the directories where you will find reviews:
- Yelp
- Insider Pages
- Citysquares.com
- MojoPages.com
- SuperPages.com
- Yellow Pages
- InfoSpace
- Switchboard.com
- Ask Business Search
- InfoUSA Sales Solutions
- Localeze.com
- InfoUSA.com
- Citysearch.com
- AOLcityguides.com
- Superpages.com
- Switchboard.com
- Judy’s Book
- Angie’s List
In most cases these are legitimate reviews left by actual customers. In some industries there are marketing service providers that generate user reviews. I was told by a dentist their competitor used such a service to generate tons of reviews. I also know some businesses contract with service providers who go offshore (Philippine Islands mostly) and have reviews artificially generated.
For new businesses and independent professionals you’ll have to develop a plan to generate reviews. Ask your friends to help get the ball rolling. Ask existing customers if they will help. Offer new customers an incentive if they leave a review. Make it easy for them to do this, provide specific links and instructions. Offering a bonus like a Starbucks gift card, a discount on future business will all help your efforts. Be cautious though, don’t bunch reviews up at once, space them out. It looks odd if you get ten reviews one day and none for the next two months.
Citations are also like backlinks. Links in sites that have your business contact information also help the cause. Mentions in local newsletters, event calendars, media sites (radio, newspaper, and TV) will create backlinks and citation mention for your local business listing.
Some important considerations in your review strategy:
- Obtaining Reviews From the Major Directories- The list above covers most of the major search directories. There are likely smaller ones serving regions or individual cities. As I mentioned if you have a hospitality business (restaurant, bar, hotel, etc.) then you likely already have reviews.
- Local Citations- Web sites that serve the local community such as media, Chamber of Commerce, city guides and so forth may have mention of your business or service. Be sure they have accurate links to you and contact information.
- Reviews in Search Engine Listings- The major search engine local business listings allow you to leave reviews. This is an easy and convenient place to leave reviews if you are not in the hospitality or contracting business.
- Customer Reviews at Third Party Websites- There could be hundreds of these in any locale. They may also include local blogs. Again, be sure your mention contains accurate location information.
- Positive Customer Ratings- Oddly enough it appears that it does not really matter whether the reviews are good, bad or indifferent. This only applies in regards to the success or failure of the listing, not too customer’s perception of your business.
A little time spent on cultivating reviews will lead to big dividends in your search presence and success. Take a look at how many the first couple of local listings have. That will be your target to beat!
OK, two more installments to go. Stay tuned for more!
