John Straw on Local Search Engine Optimisation
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This document discusses driving web-derived footfall to stores through search engine optimization. It provides tips on setting up a local Google listing and improving visibility online. Key recommendations include getting reviews, ratings, and links from local universities, newspapers, and related websites. The author also notes the importance of search data and trends, and how companies like Google and Apple are evolving in the digital space.
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John Straw on Local Search Engine Optimisation
- 1. Driving web derived footfall to your store John Straw © John Straw, 2012
- 2. John Straw Web log analysis Sold to Microsoft 1997 VP Europe Email marketing Sold to Doubleclick Co Founder 1999 SEO Agency Sold to Lbi Founder 2008 Search Data Platform Funded by London and Founder Silicon Valley VC’s © John Straw, 2012
- 3. Volume © John Straw, 2012
- 4. Part 1 - How to get a local listing Part 2 - How to get a better local listing than your competition © John Straw, 2012
- 5. Google Local (aka Google Places) © John Straw, 2012
- 6. Setting up your store in Places Action © John Straw, 2012
- 7. Setup form part 1 © John Straw, 2012
- 8. Setup form part 2 © John Straw, 2012
- 9. If it doesn’t work – here’s help Action © John Straw, 2012
- 10. How to win For those of you with a web site For those of you without a web site © John Straw, 2012
- 11. No advertising budget © John Straw, 2012
- 12. With an ad budget © John Straw, 2012
- 13. The importance of being visible • Vital that your address is clearly marked on your home page – Ask your developer to re develop your contact landing page to conform with Schema.org standards – recently agreed with Google • Help Google out – get the latitude and longitude of your premises and put it next to your address Action © John Straw, 2012
- 14. Before we move on it’s important to have a basic understanding of how Google works….. Search Engine Optimisation © John Straw, 2012
- 15. Search Engine Optimisation © John Straw, 2012
- 16. The Story of a Pig Actual weight 1,269lb Crowd guessed weight 1,268lb Experiment conducted, 1905 © John Straw, 2012
- 17. Google at Work © John Straw, 2012
- 18. How it works We’ll need to look for two major categories that define the mathematics that allow Google to order and rank results • On Page Elements • Off Page Elements © John Straw, 2012
- 19. On Page Elements (called OnPage Optimisation) • On page is less important than it was 5 years ago as it is much easier to manipulate PCB in the Domain 9/10 PCB in the Ttitle 8/10 PCB in the Body Text 5/10 © John Straw, 2012 PCB in Internal Links 6/10
- 20. What does Google see? © John Straw, 2012
- 21. Off Page Elements (called OffSite Optimisation) • Much more important that it was 5 years ago as it’s far harder to manipulate • It’s all about citation – the process that other sites like and link to your content • And context • And trust © John Straw, 2012
- 22. Risk and Reward The Reward The Risk • If over 10% of your non brand traffic comes from Google… • …and it’s changes it’s algo
- 23. The importance of links © John Straw, 2012
- 24. The power of links © John Straw, 2012
- 25. Marketplaces © John Straw, 2012
- 26. Google – The Future © John Straw, 2012
- 27. Takeways from today • Reviews, reviews, more reviews, oh and lets have some more reviews • Ratings, ratings, more ratings oh and lets have some more ratings • If you have a website get links from – Local universities – Local newspapers and directories (eg BestofBath) – MusicRadar – Local music sites john.straw@ithinkdigital.co.uk © John Straw, 2012
- 28. Google Glass © John Straw, 2012
- 29. Google and Apple • Apple will launch a search engine in 2012 • Evidence and intent; – Siri – Apples brilliant artificial intelligent assistant uses the Wolfram Alpha engine increasingly – Siri will come to the living room in the form of Apple TV – Why would Apple give free access to Google – Apple has $100billion in cash – And a massive data centre complex on the US East Coast © John Straw, 2012