Local Search Optimisation 2009

Nov 4, 2008 Author: Matt Ridout | Filed under: Search Engines, seo

Local search has always been one of those areas where people assume the technique is nothing more than a small addition to a larger SEO strategy. As search in general is becoming more user centric based on individual preferences and location any SEO or agency would be seriously misguided if they did not take this technique to the next level.

Around 4-5 months ago I decided to reinvest some time into local search and the strategies and legitimate SEO techniques that it involves. Resources at the time consisted of no more than “Stuff your listing with keywords” – although this made perfect sense it didn’t seem ethical or particularly long term. To add to the unreliable information being provided most of the top local business listings didn’t actually contain a great deal of keywords, if any.

Now I created a standard business listing for the top keyword phrase plus l location (i.e. London) and within 3 weeks my listing was at the top of Google before all organic listings for a very highly searched phrase. A phrase that would have taken me months to get to – so you can see the real value in local search. Google local business listing also provides stats on the views and impressions of your listing so these make great additions to reports.

Of course Google has now announced that keywords in listing titles will result in a negative penalty and although they have not implemented this change yet, here is a list of other local search optimisation techniques you can employ;

1.    Use your Business name only for the listing title, if you’re lucky your business name will contain a keyword
2.    In the description, consider this like page Meta data – keyword it up!
3.    For category selection select at least two that are suggested in the drop down and enter the rest more specified to your industry
4.    Upload a company logo and video
5.    The more information your write on the listing – generally the better it will perform

Now what you can do to assist your local search listing on site:

1.    Include your company address in your contact page title and meta description
2.    Include a Google maps snippet
3.    Include your company address in your page copy

Link building:

1.    Look for local business directories and add your listing (must be geographically near you)
2.    Look for resource pages with your region mentioned in copy and setup a link
3.    Start using anchor texts with a specific region i.e. “Keyword London”

If you follow these tips then you will get to a very good listing and drive extras traffic to your site.

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How to get a text link on Google

Oct 20, 2008 Author: Matt Ridout | Filed under: Internet News, Search Engines, seo

So someone revealed to me today how to get a fully followed text link on Google, yes you heard correctly - Google! If you look at Google’s Website Optimizer Authorized Consultant (WOAC) Program they explain how you can become a partner, with the partnership you get a PR 6 text link from Google which must have a serious amount of trust associated to it.

Your link will appear on the Google’s Website Optimizer Partners page which is 100% followed asnd juicy! What’s the catch I hear you say? Well there is a criteria to follow which includes (the following taken from Google’s Website):

Have designed and implemented at least 3 verifiable and successful Website Optimizer experiments with 3 different referenceable clients. Please include client contact info, description of experiments, and screen shots of reports.
Incorporated and in business for at least 2 years.
Proven background in marketing. Please list any speaking engagements at conferences, influential blogs, white papers, management bios, ad campaigns, marketing programs, and/or other evidence demonstrating your expertise with testing and your ability to evangelize testing.
Currently providing a range of service options including setup, training, and consultation for Google Website Optimizer. Please list your current Website Optimizer services and the approximate prices charged.
Website content linked from your home page that prominently and exclusively describes your Google Website Optimizer services (please provide a link).
Willing to attend and pass Google Website Optimizer technical training sessions (in English) at a Google office. Sessions usually last a few days and are held once per year in Mountain View, CA, USA.
Able to commit to providing detailed product and market feedback on a quarterly basis. Please provide a sample of this feedback by identifying top 3 client objections to Website Optimizer, top bugs you’d like fixed, and top 3 new features you’d like to see.
Have US$1M Professional Indemnity/Liability insurance.
Able to commit to launching a minimum of 3 Website Optimizer experiments per quarter.

A bit of a hasstle for a link but if you work for a larger agency, this is entirely possible and achievable.

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Use Google Adwords Keyword Tools for Local Search

Sep 16, 2008 Author: Matt Ridout | Filed under: Search Engines, seo

Use Google Adwords Keyword Tools for Local Search

This little “hint” if you will could be over looked by some when outlining your local search strategy. Type in your keywords + location on Google Adwords keyword tool and it will give you some data (although not all…yet).

I wouldn’t be surprised if Google released the average search volumes that we currently see for standard keyword research. However you can see the graph and you can find out which month of the year has the highest search volumes.

I suppose the point of this post is not to confuse your standard keyword research with “local search” research as volumes differ per location.

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Web Design Change and SEO

Sep 1, 2008 Author: Matt Ridout | Filed under: Search Engines, seo

Hi guys, let me first appologise for my recent lack of posts and social visibility of late. Anyway, down to business - I have been asked many times by clients and co-workers if simple redesigns effect SEO? I have recently worked on one particular client who luckily consulted me on what they should look at and consider from an SEO perspective.

There is still an abundance of creative designers who do not realise that any site changes WILL effect search rankings. It doesn’t matter how small these changes might seem, they will all contribute to the ranking factors of search engines. Each search engine uses different algorithms to determine how relevant a website is matched with a users query.

From my experience there are at least 4 levels a website may be categorised in whereby site changes will effect rankings in different levels.

For example:

Level 1 - A new site can make multiple changes to content and design and not see dramatic changes either positively or negatively.

Level 2 - A newly established website under a year old may see medium to long tailed keyword ranking changes but the highly searched terms will not be greatly effected.

Level 3 - An established website, usually over 2 years old, any changes in design or content can greatly effect positive or negative ranking changes.

Level 4 - A big daddy or industry leader, these sites have so much trust and link visibility that design changes or small content changes can go fairly unnoticed. In fact if done in the right way you can rank for other top terms very easily.

Factors to always consult an SEO on before making site changes

1. Meta Data - This should be managed by your SEO department or agency so you or the client should never decide to make “your message” more focused to your consumer.

2. Headers - A lot of in house copywriters love changing these to match new branding ideas or products but changing these can destroy rankings in highly searched keywords. These can include headers for sections of a site that may seem completely irrelevant to SEO but every header counts.

3. Navigation - If you don’t like the text or the order of the pages consult your SEO. Deciding to put links to your company history or contact pages before key products will ultimately lessen the value of those pages. It will also push the desirable keywords deeper in to the page code that the search engines read.

4. Images - Removing or adding an image is another red flag. The images will need to be optimised properly before added to a site, if more images are included this can present possible opportunities. A common problem is if the site logo is changed and added without being optimised, the company logo is often one of the first pieces of readable data a spider will come across.

5. New pages - If you have a new product it should always be looked at by your SEO team. The page should be optimised and placed in the correct place in your overall site architecture.

6. Content - Even a simple sentence change can effect search rankings, especially in the first two paragraphs. Make sure that keyword density is continued as to a previous design or you will see fluctuation in rankings between your top targeted keywords. If there is a new brand message find out which phrases need to be included that will benefit your current keyword strategy.

Overall if you want a new look or feel and want to maintain your current rankings then you should try and keep the site looking the same to the search engines, i.e. the website code. Ignoring the factors I have discussed will lead to shifts some may be positive but others will suffer which will mean more design and more money.

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SEO Foreign Language Strategy

Aug 21, 2008 Author: Matt Ridout | Filed under: Search Engines, seo

1. Website Content

All content should be written in the targeted language in the commonly spoken dialect of each country. Translations are NOT as effective as rewriting text from scratch.
- New keywords should be allocated to each page written in the new language. Often, keywords’ meanings change with each language.
- The physical address of the company should be listed on a dedicated page or on the contact page. Ideally there should be an address for each country that is to be targeted.

2. Keyword Research

Keyword research should be done using Google Adwords in each language separately.
- Keyword research should be carried out with the help of a native speaker.
- Translations of keywords sometimes miss local slang which can provide better search results based on search volumes.

3. Domains and Hosting

Domain names should be registered in the country being targeted.
Domain extensions should cover all variations of each language i.e. for France – www.domain.fr
- If not the primary domain name then a second domain name should be bought and optimised
The DNS server should be based in the country that is being targeted. It’s normal for the top performing websites for each country to be geographically based in that territory.
The IP address for the site should be located in the country being targeted

4. External Text Links

External text links should come from country specific sites matching the appropriate language and industry relevance.
The external links are chosen by analyising potential websites to match to Vivid Limes foreign language criteria.
- Any text links from internal sites should be written in the target language as well.

5. Local Search

The site should be listed in all local and language directories
- Local search listings should be activated in the country itself – using a local address.
- Adding a local search listing will give the site priority in searches conducted geographically near the company.

6. Videos and Images

Any videos or images used on site should be tagged in the target language
Videos should contain the foreign language in dialogue or if the video is a slide presentation, each slide should be created in the targeted language.

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Archive for the ‘Search Engines’ Category

Local Search Optimisation 2009

How to get a text link on Google

Use Google Adwords Keyword Tools for Local Search

Web Design Change and SEO

SEO Foreign Language Strategy

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