Local SEO (Local Search) at Small Business Marketing Unleashed

April 22nd, 2008 by Will Scott

Sadly, I can’t tell you exactly what was said (I’d have to kill you apparently according to the organizers) but Matt McGee of SmallBusinessSEM.com gave a fantastically detailed presentation on all facets of local search.

I strongly recommend this conference for small businesses interested in internet marketing and those who might help them (like us).

Matt’s presentation was absolutely worth the price of admission.

So, like I said, we’re not supposed to recap too tightly but I want to give mega kudos to Matt for such a comprehensive piece of work. Matt’s both a good presenter and a fantastic slide preparer.

I want to recap a couple areas which I think could be easily done by any small business:

  • The basics of Local Search
  • And some more advanced stuff
    • Add your physical address and local phone number on each page
    • More than one location? Make location pages
    • Make sure you have a “Location / Directions” page
    • Use location modifiers whenever you can in and important on-page areas</li> </ul> <li>And finally, one I love which wasn’t mentioned</li> <ul> <li>If the business has a multi-city reach make “Directions from [City Name]” pages — this way you can attract searchers looking for [search phrase] [nearby city] as well</li> </ul> </ul> <p>I can’t overstate how much I got from this conference. I’m a big fan of <a href="http://www.searchengineguide.com/">Search Engine Guide</a> and we’ll continue to support them as much as we can.</p> <p>We got to meet with quite a few small businesses which is always good for us as we learn how to help better.</p> <p>And of course, we got to network with lots of other search marketers. There’s a TON of folks targeting this market and we wish them well. The great news is there are many, many more small businesses than search marketing firms.</p> <p>Finally, and perhaps most personally gratifying, was the time spent with the Search Engine Guide bloggers and forum moderators and participants.</p> <ul> <li><a href="http://www.nineyards.com/about-us">Diane Aull</a> </li> <li><a href="http://moblogsmoproblems.blogspot.com/2006/07/bio.html">Mack Collier</a></li> <li><a href="http://www.polepositionmarketing.com/about-stoney-degeyter.php">Stoney deGeyter</a></li> <li><a href="http://www.lianaevans.com/about-liana-evans.html">Liana Evans</a></li> <li><a href="http://www.searchengineguide.com/jennifer-laycock/">Jennifer Laycock</a></li> <li><a href="http://www.sagerock.com/about/staff.html">Sage Lewis</a> </li> <li><a href="http://thelinkspiel.blogspot.com/">Debra Mastaler</a><br />Don’t tell my wife, but I have a big intellectual crush on Debra. I may need a poster for my office 🙂 Her workshop on link-building both affirmed and added to (significantly) our techniques.</li> <li>David Wallace</li> <li><a href="http://www.sparkplugging.com/about/">Wendy Piersall</a></li> <li>Matt Bailey</li> <li><a href="http://www.searchenginewriting.com/heather-lloyd-martin.shtml">Heather Lloyd-Martin</a></li> <li>Matt McGee</li> <li><a href="http://www.futureentrepreneur.com/">Chris Logan</a><br />One of my first contacts at the Search Engine Guide Forum and a wealth of great ideas.</li> </ul> <p>These are all some great, smart people from whom I’m happy to have had the opportunity to learn over the last few days and with whom I intend to grow friendships into the future.</p> <p>So, if you have a chance, do get out for the next Small Business Marketing Unleashed — we’ll be there too!</p> <p><strong>Update:</strong><br /> David Wallace has a MUCH more thorough review on the <a href="http://www.searchrank.com/sbm-unleashed-trip-report/">SearchRank blog</a>.</p> <div id='jp-relatedposts' class='jp-relatedposts' > <h3 class="jp-relatedposts-headline"><em>Related</em></h3> </div> <div id="fanCounterMobile"> <div class="essb_links essb_counters essb_counter_modern_top_mini essb_displayed_shortcode essb_template_metro essb_1157139847 print-no " id="essb_displayed_shortcode1157139847" style="width: 100% !important;"> <ul class="essb_links_list" style="width: 100% !important;"><li class="essb_item essb_link_facebook nolightbox" style="width: 25% !important;"><a href="http://www.facebook.com/sharer/sharer.php?u=http://www.searchinfluence.com/2008/04/local-seo-local-search/" rel="nofollow" title="Share this article on Facebook" target="_blank" onclick="essb_window1157139847('http://www.facebook.com/sharer/sharer.php?u=http://www.searchinfluence.com/2008/04/local-seo-local-search/', 'facebook'); 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}; function essb_pinterenst1157139847() { essb_pinterenst(); }</script> </div> </div> <div class="meta" style="display: none;"> <ul> <li>Posted in <a href="http://www.searchinfluence.com/category/small-business/" rel="category tag">small business</a></li> <li><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comments">10 Comments</a></li> </ul> </div> <!-- You can start editing here. --> <h3 id="comments">10 Responses to “Local SEO (Local Search) at Small Business Marketing Unleashed”</h3> <div class="navigation"> <div class="alignleft"></div> <div class="alignright"></div> </div> <ol class="commentlist"> <li class="comment even thread-even depth-1" id="comment-266"> <div id="div-comment-266" class="comment-body"> <div class="comment-author vcard"> <img alt='' src='http://1.gravatar.com/avatar/d414fd8401fbbd9e8bf2624244f2eee5?s=32&r=g' srcset='http://1.gravatar.com/avatar/d414fd8401fbbd9e8bf2624244f2eee5?s=64&r=g 2x' class='avatar avatar-32 photo' height='32' width='32' /> <cite class="fn"><a href='http://www.davidmihm.com' rel='external nofollow' class='url'>David Mihm</a></cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-266"> April 23, 2008 at 08:11</a> </div> <p>Phenomenal wrap-up, Will. Glad the conference was worthwhile for you. I think I’ll probably go next year & replace SMX West on my itinerary…</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=266#respond' onclick='return addComment.moveForm( "div-comment-266", "266", "respond", "1053" )' aria-label='Reply to David Mihm'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="comment odd alt thread-odd thread-alt depth-1" id="comment-267"> <div id="div-comment-267" class="comment-body"> <div class="comment-author vcard"> <img alt='' src='http://0.gravatar.com/avatar/9f61bcb073a296e68f697a80c2846f22?s=32&r=g' srcset='http://0.gravatar.com/avatar/9f61bcb073a296e68f697a80c2846f22?s=64&r=g 2x' class='avatar avatar-32 photo' height='32' width='32' /> <cite class="fn">Matt McGee</cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-267"> April 23, 2008 at 11:10</a> </div> <p>Wow, Will — I don’t know what to say! Thanks so much for the high praise. If someone such as yourself, with your knowledge and experience, got something out of that presentation, I feel like it was a success. Very, very cool.</p> <p>It was GREAT to meet you. (And Jennifer, too.) You’re good people, and I hope we get to hang out again soon.</p> <p>David – I think you should. 🙂</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=267#respond' onclick='return addComment.moveForm( "div-comment-267", "267", "respond", "1053" )' aria-label='Reply to Matt McGee'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="comment byuser comment-author-si_admin even thread-even depth-1" id="comment-268"> <div id="div-comment-268" class="comment-body"> <div class="comment-author vcard"> <img alt='' src='http://0.gravatar.com/avatar/079aac1a1361accc41440b242a83ad41?s=32&r=g' srcset='http://0.gravatar.com/avatar/079aac1a1361accc41440b242a83ad41?s=64&r=g 2x' class='avatar avatar-32 photo' height='32' width='32' /> <cite class="fn"><a href='http://www.searchinfluence.com/' rel='external nofollow' class='url'>Will Scott</a></cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-268"> April 23, 2008 at 15:01</a> </div> <p>@David,</p> <p>Thanks for dropping in! You were definitely missed. Without you, I had no choice but to buy the drinks.</p> <p>@Matt,</p> <p>It was my pleasure sir, right back at ya!</p> <p>Aside from all the other stuff you’ll further goad me to step up my PowerPoint clarity.</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=268#respond' onclick='return addComment.moveForm( "div-comment-268", "268", "respond", "1053" )' aria-label='Reply to Will Scott'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="comment odd alt thread-odd thread-alt depth-1" id="comment-269"> <div id="div-comment-269" class="comment-body"> <div class="comment-author vcard"> <img alt='' src='http://2.gravatar.com/avatar/5f8f0c6d2a70c9469769f795deb8d761?s=32&r=g' srcset='http://2.gravatar.com/avatar/5f8f0c6d2a70c9469769f795deb8d761?s=64&r=g 2x' class='avatar avatar-32 photo' height='32' width='32' /> <cite class="fn"><a href='http://www.polepositionmarketing.com' rel='external nofollow' class='url'>Stoney deGeyter</a></cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-269"> April 24, 2008 at 07:50</a> </div> <p>Will, it was great meeting you. Glad you had a blast. I think I met and engaged in real conversation with more people at Unleashed than all the other conferences combined. I had a fantastic time and it was all because of you. Well, OK, partly because of you… but don’t let that minimize your contribution!!!!</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=269#respond' onclick='return addComment.moveForm( "div-comment-269", "269", "respond", "1053" )' aria-label='Reply to Stoney deGeyter'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="comment byuser comment-author-si_admin even thread-even depth-1" id="comment-270"> <div id="div-comment-270" class="comment-body"> <div class="comment-author vcard"> <img alt='' src='http://0.gravatar.com/avatar/079aac1a1361accc41440b242a83ad41?s=32&r=g' srcset='http://0.gravatar.com/avatar/079aac1a1361accc41440b242a83ad41?s=64&r=g 2x' class='avatar avatar-32 photo' height='32' width='32' /> <cite class="fn"><a href='http://www.searchinfluence.com/' rel='external nofollow' class='url'>Will Scott</a></cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-270"> April 24, 2008 at 09:09</a> </div> <p>@Stoney,</p> <p>Thanks for your support. My great interaction with <a href="http://www.polepositionmarketing.com/about-us.php" rel="nofollow">you and Diana</a> and everybody go a long way to validating our choice of SBMU as a coming-out party.</p> <p>Hopefully we can keep it going off-line as well.</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=270#respond' onclick='return addComment.moveForm( "div-comment-270", "270", "respond", "1053" )' aria-label='Reply to Will Scott'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="pingback odd alt thread-odd thread-alt depth-1" id="comment-271"> <div id="div-comment-271" class="comment-body"> <div class="comment-author vcard"> <cite class="fn"><a href='http://www.smallbusinesssem.com/the-future-of-search-conferences-smaller-is-better/1146/' rel='external nofollow' class='url'>The Future of Search Conferences: Smaller Is Better</a></cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-271"> April 25, 2008 at 06:17</a> </div> <p>[…] Will Scott: Local SEO (Local Search) at Small Business Marketing Unleashed […]</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=271#respond' onclick='return addComment.moveForm( "div-comment-271", "271", "respond", "1053" )' aria-label='Reply to The Future of Search Conferences: Smaller Is Better'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="pingback even thread-even depth-1" id="comment-272"> <div id="div-comment-272" class="comment-body"> <div class="comment-author vcard"> <cite class="fn"><a href='http://www.hybrid6.com/webgeek/2008/04/small-business-marketing-unleashed-essential-conference-for-small-business-owners.php' rel='external nofollow' class='url'>Small Business Marketing Unleashed - An Essential Conference for Small Business Owners | WebGeek</a></cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-272"> April 25, 2008 at 10:02</a> </div> <p>[…] Local SEO (Local Search) at Small Business Marketing Unleashed | SearchInfluence […]</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=272#respond' onclick='return addComment.moveForm( "div-comment-272", "272", "respond", "1053" )' aria-label='Reply to Small Business Marketing Unleashed - An Essential Conference for Small Business Owners | WebGeek'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="pingback odd alt thread-odd thread-alt depth-1" id="comment-273"> <div id="div-comment-273" class="comment-body"> <div class="comment-author vcard"> <cite class="fn">Loci 2008 - Will Scott’s Best of 2008 in Local » Understanding Google Maps & Yahoo Local Search</cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-273"> December 31, 2008 at 08:16</a> </div> <p>[…] presentation there is one of the most thorough reviews of local search I’ve ever seen. It could practically have been a survey […]</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=273#respond' onclick='return addComment.moveForm( "div-comment-273", "273", "respond", "1053" )' aria-label='Reply to Loci 2008 - Will Scott’s Best of 2008 in Local » Understanding Google Maps & Yahoo Local Search'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="pingback even thread-even depth-1" id="comment-274"> <div id="div-comment-274" class="comment-body"> <div class="comment-author vcard"> <cite class="fn"><a href='http://blumenthals.com/blog/2009/01/07/loci-2008-the-year-in-local-from-michael-jensens-point-of-view/' rel='external nofollow' class='url'>Loci 2008: The year in Local from Michael Jensen’s Point of view » Understanding Google Maps & Yahoo Local Search</a></cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-274"> January 7, 2009 at 10:49</a> </div> <p>[…] Local SEO (Local Search) at Small Business Marketing Unleashed (Conference notes) by Will Scott (@w2scott on Twitter) Great notes, and everyone loves Will. Everyone should know Will. […]</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=274#respond' onclick='return addComment.moveForm( "div-comment-274", "274", "respond", "1053" )' aria-label='Reply to Loci 2008: The year in Local from Michael Jensen’s Point of view » Understanding Google Maps & Yahoo Local Search'>Reply</a></div> </div> </li><!-- #comment-## --> <li class="comment odd alt thread-odd thread-alt depth-1" id="comment-275"> <div id="div-comment-275" class="comment-body"> <div class="comment-author vcard"> <img alt='' src='http://0.gravatar.com/avatar/6f381677f58c6d7b561362caa5f5f1d4?s=32&r=g' srcset='http://0.gravatar.com/avatar/6f381677f58c6d7b561362caa5f5f1d4?s=64&r=g 2x' class='avatar avatar-32 photo' height='32' width='32' /> <cite class="fn">IT support</cite> <span class="says">says:</span> </div> <div class="comment-meta commentmetadata"><a href="http://www.searchinfluence.com/2008/04/local-seo-local-search/#comment-275"> August 14, 2012 at 02:34</a> </div> <p>Love the site, thanks 🙂</p> <div class="reply"><a rel='nofollow' class='comment-reply-link' href='http://www.searchinfluence.com/2008/04/local-seo-local-search/?replytocom=275#respond' onclick='return addComment.moveForm( "div-comment-275", "275", "respond", "1053" )' aria-label='Reply to IT support'>Reply</a></div> </div> </li><!-- #comment-## --> </ol> <div class="navigation"> <div class="alignleft"></div> <div class="alignright"></div> </div> <div id="respond"> <h3>Leave a Reply</h3> <div id="cancel-comment-reply"> <small><a rel="nofollow" id="cancel-comment-reply-link" href="/2008/04/local-seo-local-search/#respond" style="display:none;">Click here to cancel reply.</a></small> </div> <form action="http://www.searchinfluence.com/wp-comments-post.php" method="post" id="commentform"> <p><label for="author"><small>Name (required)</small></label> <input 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