SES Show Update and Three 10-Pack Strategies

We’ve been at Search Engine Strategies–San Jose since Tuesday. The themes we’re hearing repeatedly: mobile is going to be huge, review sites are going to be huger, and social media is now part and parcel of the SEO / search fabric.

Because we love you, our small and mid-sized business customers, we attended the session, “Search Engine Optimization on a Dime,” and pricked-up our ears when we heard this stat from David Mihm, Director and COO of GetListed.org: more than 40% of all searches had a local (or geographic) intent.

What was eye-opening was his statement that Google sees potentially 500 million local searches per month! (No one is quite sure of the exact number.)

Local search is when someone uses a search phrase, such as “plumbers” plus a city, region, or state. When you search for just “plumbers,” Google will give you results based on your IP address – which is also considered a “local search.”

For local search, the end all and be all is getting into the Google 10-pack, the name for the map and its ten website links that often takes up the #1 listing position for many local searches.

According to David, the 10-pack levels the playing field for mom and pop businesses – which makes sense as it propels ten lucky sites to the #1 listing. So how do you get your site listed in it? David outlined a few strategies:

1. Get listed in Google’s Local Business Center.

Submitting your site is free, but you must do this step manually as it requires that Google verifies your company via an automated phone call. At the same time you claim your business listing, you’ll claim your Google map listing as well.

When listing your company name, include one or two keywords that describe your company – i.e. A1 Plumbing and Heating Services versus A1 Plumbing.

Be sure to complete all the fields within the Google Local Business Center form, including whether you have free parking, your storefront hours, and if you accept credit cards.

“But I’m a virtual company, I don’t have a storefront!” I can hear you saying. “Or, I sell to companies all over the US, I’m not concerned with local.” Given nearly half of all searches have a local intent, it behooves you to ensure your company is listed in Google’s (and Yahoo’s) local business centers as people will often look for companies near them when sourcing products or services.

Also, Google’s Local Business Center just isn’t for bricks and mortar businesses –anyone can list a business as long as you can verify that it is a business.

2. Get listed in third-party directories.

Google sees its own Local Business Center listing as a trusted resource when it comes to local search. It also depends on information provided by third-party data providers. According to David, your site should be listed in the following:

InfoUSA – To get listed with InfoUSA and other huge databases, you must post your business name to Universal Business Listing. Submission is not free – you’ll need to pony up $30 a year.

Localeze – Submission to Localeze is free.

Best of the Web – A directory, BOTW features categories (much like the Yahoo! Directory, in which you should also get listed, and which also costs something to join). The cost for submission is $99.95 a year or a $299.95 one-time charge. Use the “Submit Site” link to add your site to the directory.

3. Get cited “locally.”

According to David, citations, that is, mentions of your company name, in the local press is a huge factor in ensuring your site is part of Google’s 10-pack. (Again, this makes sense.)

To get mentioned, volunteer for local community events and/or sit on civic committees. Attend local business fairs or hold contests. Sponsor community beautification programs. Send out press releases whenever you have company news or hire someone new.

You’ll also want to ask your customers to leave reviews on opinion sites such as Yelp as these reviews are now part of Google’s local search algorithm. (Notice in the screen shot above that all 10 sites have reviews.)

Small plug: the Yield Web Marketing Suite helps small and growing businesses target their local markets through search engine optimization and via PPC ad campaigns on Google, Yahoo! Search and Bing.  Give our free 30-day trial a test drive if you’re not already subscribed.