Local Search is undeniably an important criteria to take into account for any SEO strategy. The ultimate SEO chick Lisa Myers looked at the international impact Google Places had on many businesses. During this session Lisa has given us tips and shared her personal experiences on developing an effective local search strategy.
Local and Social account for the fastest growing trends within search. A total of 20% of all Google searches are now related to local search. Google Places has also grown rapidly and is currently operating in 100 countries.
You might have noticed that local search results are dominating SERPs, but it is a misconception that Google Places is just for small businesses. It is not! The reason for that is the increase of smart phones usage across the globe with local intent searches on the rise. Still don’t think so? Then let me give you an easy to understand, real-life observation: more and more sectors and industries join Google Places. Here’s a list of business sectors embracing the evolution of Google Places
Lisa highlighted the ‘evolution’ further by providing us with survey which was conducted in 5 different European countries with agencies as well as client side.
The sectors or industries benefiting the most of Google Places are Consumer services, entertainment and leisure as well as accommodation. However, it’s important to keep in mind that this varies from country to country. The above example is appropriate for Denmark but not particularly for France. The bottom line though is that Google Places has a significant impact on businesses in relation to search.
With mobile on the rise a high percentage of brand searches is conducted with the intent to find or contact a telephone number and address. According to Lisa ‘Google is the new landing page, and it has been for a while’.
So what do you do when you are an international brand? The answer is global-local campaigns whereas emphasis has to placed on
Location, Relevance, and Prominence are the key ingredients for any global-local campaign.
Another important signal are citations. Simply put, citations are mentions of your business’ name and contact details in close proximity on a webpage, meaning it does not necessarily have to be a directory. Keep in mind though that directories are very useful and some hold more value than others. Also keep in mind that directories vary from country to country. Here now Lisa’s golden citation rules:
Additionally, reviews have been identified as another important ranking signal, some might as well argue that this is the most important signal. Here’s what we have learned about reviews today
Okay, so we now know that reviews are crucial, but how do we generate them?
In order to manage a global-local campaign you need to educate globally, organize centrally and manage execution locally!