1. Two Types of Local Searches N.A.P words 45% 55% Three months of Google LBC data

2. 8/18/2010 2 What’s different about Local – Lot’s Green is the PPC database Orange is the Business Listing, Maps index Red is the Bot crawled web index

3. For Discovery Local Searches Category isn’t Enough Pet Friendly Hotel in Chicago Hotel Chicago Humidity Controlled Storage in Phoenix Storage Phoenix Department Store St Louis Men’s Skechers Shoe’s in St. Louis, MO

4. 8/18/2010 4 8/18/2010 Proportion of Google result pages that show a map in search results: 1 in 13 – Other engines have followed suit or led the way? Estimate: a map was shown roughly 868 millions times during the month of December 09 on Google http://blumenthals.com/blog/2010/01/16/how-often-did-a-map-show-on-google-com-in-december-868-million/ 4 **Stat from Google blog 1-8-2010 http://googleblog.blogspot.com/2010/01/this-week-in-search-1810.html

6. Keyword content for relevancy

7. Alpha sort

8. Content aggregation

9. De-duplication**Stat by Bill Slawski 2-17-09 SEO by the Sea http://www.seobythesea.com/?p=1181

11. Data quality filter

12. Spam detection

13. De-duplication

15. Offer exact answers

16. Rely less on proximity

17. Rely less on name matches

19. Mobile relies heavily on NAP 8/18/2010 9 DexKnows Geodelic Siri

20. Tips and Take aways Be consistent with your NAP Claim and Manage your businesses identity – update, check in frequently, remove old listings, add new content. Understand that there are different tools to rank for different types of searches – PPC, Business Listings, Crawled Index Create content about your business with an anchor Think of recovery searches as well as discovery searches Give search engines as much information as possible to link your business with the content that describes your business Choose standard language for categories. Google, Bing, Yahoo – hit the long tail directory sites and the data aggregrators – IE Localeze. 8/18/2010 10

21. Associate Keywords with your business Listing