Posted by randfish

Despite being a seemingly simple topic, this one seems to stymie even experienced Search Engine Optimisations. There’s a natural conflict that creates the issue – the more keywords you target on a single page, the less you need to link build and optimize (for both search engines and user experience/conversion rate) on many pages.

To answer this question in a logical and truly optimal fashion, you need to start with the answer to two other important questions:

1. How many of these keywords carry the same visitor intent?
2. How competitive are the targeted terms/phrases?

When you answer the first question, you’ll be able to break up lists of keyword terms into buckets of "intent." Searches are almost always intended to discover information or take action. If there are too many pieces of information/actions you need to provide on a single page, your conversion will drop. Remember that a 10% conversion rate for position #10 is better than a 0.5% conversion rate for position #1 (assuming the avgs. from the leaked AOL data cited below).

NOTE: This data is from averages via AOL’s data release in 2007. New numbers have not been forthcoming from any of the engines or third-party studies.

For the second question, you need to know something about the competition levels. In a scenario where every shred of keyword usage matters a great deal, from the anchor text focus to the keyword being employed at the very start of the title tag, breaking up keyword targeting to multiple pages can make a great deal of sense. If you’re deep into research on this topic, you can do something like the image below, where I’ve taken stats and metrics for all of the top 25 ranking pages for the query "broadway tickets" on Google.com and run analysis:

NOTE: data in this graph via Open Site Explorer’s Backlink Analysis

If a keyword is highly competitive, I suggest single page targeting. This is not only because you can maximize on-page optimization, but also because it means that internal and external links that point to the page can focus more directly on the target term/phrase. It’s also likely that you’ll be competing against pages that are more highly targeted on that keyword phrase and could lose out if you don’t have that singular, pinpoint focus.

I wrote another post on a similar topic highlighting how to format titles, meta descriptions and keyword usage on pages that aim for multi-keyword targeting that may also be of help.

Look forward to your thoughts on the topic.

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Anyone who’s been involved in web development for any length of time has likely encountered the Developers VS Users situation. It’s a mistake that can often lead to expensive problems down the road. So what exactly is the problem? And how can you spot it–and solve it–before it derails you project and causes you to make a costly mistake? Here’s how…

Most developers became developers because they want to work on and build cool stuff. Like everyone, they want to build things that gain the respect of their peers. This aspiration is where the problems get started. Unless you happen to develop for an extremely technical audience, users don’t want cool stuff. They just want stuff that works and makes their life easier. For example, let’s say a developer wants to build a weather dashboard with real time satellite video feeds, an AJAX module that show the latest temperature, barometric pressure and wind speed/direction, the sunrise/sunset times, and tidal data. A regular user, on the other hand, just wants to know “is it going to be sunny or cloudy and do I need a jacket or umbrella today?”

We’ve seen several examples of this played out in public in our little tech-bubble-blogosphere in the past year:

• Google Wave: Google wave is cool. It doesn’t solve any problems that any real people have but it does a lot of great things that developers get excited about. It includes embedded video, sound, and chat from multiple users that a user can enable playback from… Yeah, I was saying just last week how I wished I could do that. The only useful thing I’ve ever seen done with Google wave is the Pulp Fiction movie (1000% NSFW).
• iPad: When the IPad first came out, I (like many others) complained that it was an oversized iphone with less functionality. However what we missed was that it really wasn’t for us. The iPad is for regular users, not developers or techno weenies. In other words, people–in fact, most people– want an internet appliance that just works. They don’t want to have to deal with nonsense like registries, print drivers, patches, updates, and so on. Why does everyone have a refrigerator in their house? Because it’s easy to to use! You plug it in and go. Imagine for a minute if you had to play with the evaporator driver or download and install a thermometer patch update every week. Your refrigerator “works” because 99% of the time it just does its job without any fiddling.
• Google Buzz: Google assumed that everyone wanted to share all of the stuff they are doing, reading, and looking at with people they talk to. Because many Googlers have become victims of their own hubris, they assumed everyone is like them, wants to be like them, or should be like them. However when the realities of everyday life entered the equation, in the shape of something like an abusive ex-husband, it was a condition that didn’t exist in the artificial utopia of the Googleplex. Google failed to test the program in the real world and instead relied on the developer’s vision of what the users wanted. The result? Failure.

So how do you recognize when you are in this situation? If you, your developer, or anyone on your team makes these kind of statements, chances are strong that you are on the wrong path:

• Can’t the users open their eyes and just read? The answer is right there in front of them.
• The users need to use a little common sense. We can’t keep dumbing down the world for them or we’ll end up like (insert tv/movie/pop culture reference for stupid people here).
• They use the term UX to mean user experience or UI to mean user interface in common everyday speech and would feel comfortable using it when speaking to the CEO or board of directors.

What can you do to prevent this kind of mistake from ruining your project? Here are some ideas:

• In most cases, developers don’t make good team/project leaders. They carry with them the bias of wanting to be cool, respected developers. If you have or can find a developer who has a proven track record of placing user needs above cool programming features, ignore this recommendation.
• User testing: find someone who is not involved in the project or, even better, get a NIF (non internet friend) to try out your website. Put them on the homepage and ask them to try and do what your primary goal is, whether that’s to create a gift registry, put something in a cart and checkout, find a specific piece of information, or something else. Whatever it is, ask them try and do it. If you can video tape them, that’s great; otherwise, watch without interacting and take notes.
• Test different options. Use services like Crazyegg or Google multi variant testing to try out different options. See where users are and aren’t clicking then make adjustments based on data not on intuition. (disclosure: Crazyegg is an advertiser here)
• Don’t make changes because they are cool, neat, interesting, or stroke the ego of your developers. Make changes that solve problems people have. This is one of the biggest complaints I have with Wordpress as a platform. They coddle developer’s whims instead of addressing real problems like security.

At the end of the day, you and everyone involved needs to understand that, for your project to succeed, it needs to solve a problem users have first and foremost. Stroking the ego of the CEO, making the marketing department look clever, or making a developer feel stimulated are not real goals.

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This post originally came from Michael Gray who is an Search Engine Optimisation Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Developers VS Users

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Posted by RobOusbey

Search Engine Optimisation covers a huge range of tactics – all of which can bring direct benefit to a website. In this post, I’ve shared examples of different tactics used at different websites, and the effects that have been seen. If you’re considering an Search Engine Optimisation campaign for your site, or are trying to persuade someone else to invest in internet marketing, I hope this post will help demonstrate the potential of internet marketing.

The post includes real screen shots from Google Analytics (click any of them to enlarge) but the sites and data have been anonymized.

Target Your Target Terms

Remember that post about building a page with perfect keyword targeting? Search Engine Optimisationmoz wasn’t kidding around.

A website that sells homewares had issues with site structure and on-page targeting. Their category level pages were at subdomains such as

• http://kitchenequipment.sitename.com

or

• http://livingrooms.sitename.com

whilst each sub-category was back on the main subdomain at:

• www.sitename.com/find_product2.asp?url1=living+room&url2=rugs+and+carpets

Category and sub-category pages had a distinct lack of semantic HTML or term targeting.

Getting appropriate H1 tags onto each page was a quick job, improving title tag structure took a bit longer, clean & friendly URLs and internal links with appropriate anchor text were also added.

The site saw ranking improvements across the board, which brought new traffic through head, mid and long tail terms. Can you guess when the changes were made?

Getting sorted in Google Local

Before getting into the nitty-gritty of ranking factors for Local Search, dead simple tactics, etc, it’s important to get the basics right. A large chain of restaurants created a ‘bulk upload’ file with the correct data for each one of their locations. After uploading the file, they applied for it to be reviewed and ‘whitelisted’. Local data that’s been uploaded by the business owner and whitelisted is treated as authoritatively as locations that have been manually verified by postcard.

Despite various issues (Google’s best practice guidelines still aren’t quite the best solution in some cases) the traffic generated by visibility in Local Search has been significant and valuable. (The uploads were verified in late November when the traffic begins its steady rise.)

Architecture of Change

A current affairs magazine wanted to get more from their website. Because of falling advertising revenue, the publication was at risk of being closed down. They’d seen some growth from Search Engine Optimisation already, but wanted to prove that the website had greater value.

Although the site had a good brand and some great content, it suffered from similar problems to many news-type websites, including badly archived content, duplicate issues and a CMS that hampered keyword targeting or promoting individual articles. Recommendations were made to improve the site’s architecture and migrate to the new structure.

The effect of the changes was immediate growth which took the organic traffic to 257% in three months. A month later, the magazine’s owner explained that the falling revenue from print advertising meant that they couldn’t continue to lose money publishing the mag, and closed it down.

Hook, Line, Sinker

An office cleaning company wanted to improve the profile of their site through Search Engine Optimisation. Amongst other tactics, a member of staff spent a day writing a ‘linkbait’ post to publish on their blog. This generated huge amounts of traffic from social media sites (dwarfing their regular daily visitors) and was subsequently linked to from dozens of sites. This post, along with other content published on the site to attract links, helped the site grow in strength and authority, and it now ranks position 3 for ‘office cleaning’ in their country.

Paid In Full

This is Search Engine Optimisationmoz, but I’d like to share a graph from a PPC colleague working on a site that sells scooters. They were initially bidding on very broad terms (scooter, scooters, buy a scooter, etc) but the campaign was adjusted to target more long tail terms, including descriptions, specifications, etc.

Over a period of around six weeks, the cost per click was reduced by 30% and the more targeted traffic converted increasingly well – this allowed the site owners to increase their ad budget and generated more sales than their paid search campaign ever had before.

If you’re new to Search Engine Optimisationmoz and this post has inspired you to get involved in search marketing for your site, do browse the site for the PRO & free Search Engine Optimisation guides and the Search Engine Optimisation blog. If you’re a regular, do share any stories you’re particularly proud of in the comments.

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Posted by great scott!

Sure, you use Twitter as a social media tool, but have you ever considered it as an Search Engine Optimisation research tool? No? Well watch and learn this week to find out how you can harness it in a whole new way.

Now that social signals (particularly Twitter) are becoming more important in the engines, they can help you pinpoint when a keyword is going to trip the ‘Query Deserves Freshness’ switch. If you can figure that out, you can gain a big competitive advantage by publishing fresh content in a targeted, timely manner.

Rand mentions a couple of tools for using Twitter to target and time your content. One is Trendistic, which helps you see trends in Twitter; another is our very own Blogscape Social Media Monitoring prototype (inside PRO Labs), which monitors and analyzes a few million key content providers across the fresh web, including over 250,000 influential Twitter accounts.

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When your blog or website becomes successful and starts to get traffic, if you don’t make direct sales yourself or commissions via affiliate traffic, you almost always look for other revenue streams. The most common revenue stream is CPM based advertising or something like adsense. However, once many publishers start down that path, they almost always end up chasing off topic traffic. Let’s look at two of the flagship websites of the technology space, Techcrunch and Mashable.

This week, Techcrunch posted a story about how so many valley entrepenuers in the Valley are now having babies. I’ll take a quote from the article which shows exactly how silly this type of posting is:

To anywhere else in the US, this may sound “So what? People have babies all the time.” But in the Valley, this is a staggering injection of work-life balance into the 24/7 Web space.

This is not tech news. In fact it barely qualifies as a “slice of life” piece about life in the Valley. ZOMG I mean you people in the valley finally realize that 99% of the rest of the population in the US struggles with work-life balance issues… I mean–WOW. Congratulations on peeping your head out of your narcissistic incestuous self centered bubble for nine months and, you know, actually getting  a life. This piece was written to be nothing more than a polarizing, emotionally-charged bit of linkbait designed to drive up page views.

Don’t worry, Mashable. You’re just as guilty as Techcrunch of chasing off topic subjects. Just look at how many Tiger Woods posts you have. And after victims of the recent earthquake tragedy in Chili posted pictures to twitpic, how long did it take your writers to create their articles?  Just because an issue arises doesn’t mean you should start writing about off topic subjects.

Let’s be honest here. You aren’t being responsible journalists. You’re becoming ambulance chasers, hoping to make some page views and few dollars off of a time sensitive spike in search terms. Don’t get me wrong: there’s nothing wrong with being a traffic whore. But you can’t act like a traffic whore then turn around and claim you’re a journalist. It just doesn’t work that way.

As a publisher, how do you decide what to cover and what not to cover? Ask yourself this question and answer honestly. Am I writing about this subject because it’s part of my industry or because it’s kinda connected and there is a lot of traffic? Every so often there comes a story that is too good to pass up. But remember that, every time you bite into that juicy little bit, you sell out just a little.

Nobody ever sells out all once. They do it slowly over time until, eventually, there’s nothing left…

Decide which side of the fence you want to be on. Every time you cross from one side to the other, you lose the respect of your peers and your readers.

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This post originally came from Michael Gray who is an Search Engine Optimisation Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Are You Chasing Off Topic Traffic

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Posted by randfish

This week, despite still being seriously under the weather (see this week’s sad WB Friday), I flew down to SMX West to speak on the Link Building Strategies panel. Although I’d wanted to put more work in and deliver a better presentation, I received some very kind words afterward and requests from folks to share the deck via the blog. Before I embed the actual deck, though, I need to provide some context (as this isn’t a wholly self-explanatory presentation).

Link building has, classically, been a tactic slapped on to a marketing campaign or website post-launch. I believe that those companies/sites that treat link acquisition as an afterthought, rather than building it into the product, will always lose out to those who treat link building strategically. In the deck below, I walk through a number of examples of sites, primarily startups, that have done this. These include:

• Twitter – every user of Twitter has an incentive to link to their profile so more people will follow them. This is also true of sites like Facebook, LinkedIn, DeviantArt, Etsy & others
• Vimeo – nearly everyone who uses Vimeo appreciates the beautiful aesthetic they’ve created. The embeddable versions of Vimeo videos look and feel more professional and high quality than nearly any other player, hence they get embedded (a lot). This embed action automatically drives links back to the video on Vimeo’s site, Vimeo’s homepage and the user’s profile, all with targeted anchor text.
• Urbanspoon – not only do they give badges to restaurants like Yelp and have started an online reservations system like OpenTable, Urbanspoon also features reviews from bloggers and foodies, who are then incentivized to promote their inclusion on the site.
• Last.fm – the widgets users embed on their site to share their favorite music automatically creates links back to the service.
• SurveyMonkey – a truly viral product (anyone who’s surveyed is automatically exposed to the site), SurveyMonkey is inherently link acquisitive through the product. In order to use the service, you need to link to SurveyMonkey’s site, where your form is hosted.
• Scribd – just look at the embed and the link below; ’nuff said.
• Miibeian.gov.cn – possibly the greatest link building strategy ever devised. The Chinese government requires that all websites in the country link to this site in order to operate legally; not too shabby, eh?

Here’s the deck:

Strategic Link Building

As you can see, I’ve put in a shameless plug for Open Site Explorer at the end. If you haven’t seen the new features launched yesterday, you’re missing out. Tons of the data is completely free, and top pages is just about the easiest way to find traffic and link opportunities ever built (not that I’m biased or anything).

Look forward to your comments about the presentation and the concept of productizing link acquisition into a site.

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Posted by jennita

SMX West 2010 kicked off with quite a bang (or was that a yell?). Since Microsoft’s CEO, Steve Ballmer was the keynote, people arrived early to ensure good seats. The music playing before it started was amazing, it helped to create an excitement in the room that I really had never felt before a keynote before. I had attempted to save a seat for someone up front, but there was just too much demand and had to give it up. That’s the sort of thing that happens at a great concert, not a conference keynote.

There were quite a few live blogs of the event, but I had a few favorites from the interview that I wanted to call out.

1. He made it very clear that Microsoft is focused on the big picture and not just immediate goals. He spoke about continuing to move forward with a positive momentum and a differentiated point of view.
2. When the question came up of "Can you be #1 in the U.S.?" he essentially said "YES!" [and yes he said it with that exclamation] However he made it clear that it was a tricky question. If you say yes, you sound arrogant but if you say no you sound unsure of yourself. You don’t do things to come in second!
3. Danny asked "Is Yahoo! going to survive as a search player? You want to beat them aren’t you just going to kill them?" Ballmer could really only answer one way "No." He stated that they wanted Yahoo! to do a good job, that there was lots of flexibility written into their contract and there was advantage to having the power of 2 as opposed to the power of 1.
4. When asked whether he was going to get on Twitter he said "I’m more of a webpage than a bunch of short tweets." But then acknowledged that he did have a stealth Twitter account however only the people in his neighborhood followed him.
5. His favorite thing on Bing are the Bing maps. [completely agree here... the maps are amazing!]
6. What he thinks is the biggest opportunity in search: to "Help people get done what they’re trying to get done."
7. Oh! And he gave us all his personal email account. You’ll have to watch the video to get that though.

All in all it was quite enjoyable to watch, although I was a bit unprepared (although perhaps I shouldn’t have been) for the yelling. Ok, I don’t think in his mind he was yelling, he was just talking VERY LOUDLY. But sitting right up front, I think we all sat back in our chairs a bit when he got excited and started to get louder. You can see the full video of the keynote below.

Google’s Personalized Search Revolution

Now that personalization has become an opt-out rather than an opt-in, I was really interested in what this session had to offer. The only speaker, Brian Horling who works in Personalized Search at Google, first gave a very informative presentation, then fielded quite a few questions from the audience. I really enjoyed having just one speaker who was focused on the topic at hand. The top takeaways that I got were some of the differences between a logged out user who gets personalized search versus a logged in user. Let me break it down a bit.

First of all, both types of users are thought of as two different identities to Google. Let’s say you’re logged in, and then log out, they don’t view you as the same logged in person. At that point they do look at the cookies set on your computer which tell gives them information on what you’ve searched for previously, which results you’ve clicked on, etc. For signed in accounts, your web history is saved indefinitely, but your non-logged in identity is only saved for 180 days.

Every user using search has the potential of seeing personalized search in some way whether it’s geo-location, web history, social search, etc. Personalization occurs about 1 in 5 queries for a user and the changes tend to be restricted to only a few results.

How can you control the personalization of your searches?

• Use search details
• Disable it by appending &pws=0 on searchs (you can find the bookmarklet to do that here)
• Edit or disable your web history

If you haven’t looked at the "view customizations" link I highlight above before, you should definitely check it out. Pretty interesting what’s going on there.

One thing that came up in this session was how do you explain to a client that the results they’re seeing aren’t the same as what everyone else sees. Although in some cases that would probably be a good thing since they’re seeing better rankings since they search and click on their sites more often than the average user.

How do you feel about personalized search? After this presentation I found that I was much more open to the idea than I was previously. I think because I felt like I finally understood a bit better where the data was coming from and how to turn it off. But what about you?

And so on…

The other session I really loved was "Supercharging Your Descriptions With Sitelinks" but as I was putting this post together I realized that should really a be a post in and of itself. It was great to hear from a Google rep about how certain sitelinks show up and ways you can enhance your site to ensure proper sitelinks. I have tons of screenshots and examples, so I’ll put them into a full post. Plus I’d really like to get Jerry Dischler (the Google guy) to answer a few of my questions. So watch for that one!

The best swag of the conference goes to Yahoo! for not only giving away these awesome coffee mugs, but for setting up a full-on coffee shop with baristas to make us our much needed lattes!

I really wanted to show the videos from the SMX Ignite as that was one of my favorite parts of the day. But unfortunately the videos aren’t live yet. Here’s a link to where they should be. Maile Ohye’s "DateRank: PageRank for singles" was my personal favorite, although all the speakers were exceptional.

Dana Lookadoo and I interviewed a number of people in sort of a Jay Leno "man on the street" sort of way. We hope to have the interviews up tomorrow.

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Posted by Danny Dover

 Today I am proud to announce the launch of the second version of Open Site Explorer. Since Search Engine Optimisationmoz has officially moved out of consulting, we are now able to put our full resources into building fantastic Search Engine Optimisation software. We want to thank all of you who provided feedback on the first version of the tool for your guidance and we look forward to hearing more from you in the future.

Now enough with the chit chat, on to the new features!

New Features:

• Top Pages on a Domain
• Target URL
• Comprehensive CSV Export
• Usability Enhancements (The end of page reloads when applying filters!)
• Improved Filtering

Top Pages on a Domain

With the new version of Open Site Explorer you can get a sorted listed of the top 10,000 pages on a domain. This is essential for viewing your own site and for doing competitive analysis.

With this new feature, we can see that Microsoft is unwisely 302 redirecting their homepage! Doh!

You can also see which content is drawing the most links on your competitors websites. In this example we see that that these are the most linked to comics on XKCD.

Target URL

The new version of Open Site Explorer shows you which URL a given link is targeting when you sort by sub or root domains so you can see exactly where the given link is helping you. (This is also available for all links when the data is exported as a CSV)

With this new feature you can see which link is most important to Harvard.edu’s domain and which page it is linking to.

Comprehensive CSV Export

After lots of input, we are now offering more robust CSV exports.

The new CSV exports offer:

• The Target URL of the given link
• Numbers of links to the given source page
• Indication of whether or not the linked is followed
• Indication of whether the link is internal or external

Usability Enhancements

Remember how you used to have to reload the page every time you applied a filter in Yahoo! Site Explorer?

With the addition of the Filter Results button, these needless page reloads are a thing of the past.

Common Tasks are Easier to Perform

New buttons make performing common tasks easier and faster to do.

The new Explore and Compare buttons make it easier to get more information about any links you find interesting.

Improved Filtering

With the new version of this tool you can do even more filtering to drill down into what you think is important.

In this example, we filtered the data to show only followed (dofollow) and 301 redirecting external links to the specific page.

Open Site Explorer vs. Linkscape vs. Yahoo! Site Explorer

Throughout this process, we also heard a lot of questions about the differences between Yahoo! Site Explorer, Open Site Explorer and Linkscape. The chart below lays out the similarities and differences.

Help us Improve!

Are there other features you want to see? Are we moving in the right direction? We want know! Please feel free to share your suggestions and opinions via Search Engine Optimisationmoz on Twitter, Search Engine Optimisationmoz on Facebook or in the comments below

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I love competition. I compete against just about anyone, at just about anything. For the last few years, competitive webmastering has been my focus. I like to start a site in a small to medium sized niche, and outrank everyone. There are two niches that I hold the top 5 spots for, and it’s exciting. Let me give you a few secrets that you can implement right now to help you outrank your competition.

1. Do what they do.

The first step is to try to get all of the links that your competition has. If they’re linked in Wikipedia, you should try to get linked. If they pay $299 for a Yahoo Directory link you should too. If they put out a little cash for regional web directories like WoW Directory and Ezilon Web Directory, so should you. The point is that in order to beat your competition you need to have everything they do, and more.

2. Grab the easy links they don’t have.

There are generally two sides to the linkbuilding argument. One side says to focus on quality links, the other says to focus on large quantities of links. I agree with both. Since it’s easy to get junk links from sites like Twitter, blog comments, forum profiles, wikis, etc, go get those links! When you’re burnt out with those junk links, move on to the next step. Don’t discount quantity, I have sites that rank #1 with mass junk links.

3. Start getting the difficult links.

For the last couple years I’ve been following viagra SERPs. If you browse the top 20 sites for “buy viagra” you’ll see interesting trends. Right now I see a site that is 6 months old with 4k links, PR 2 ranked #4. Below it is a 2 year old site with 29k links, PR 6 ranked #9. Why does that new site outrank that older better linked site? Link quality. This site went the extra mile to get links.

4. Make the quality links if you can’t find them.

I’ve got burnt out on buying links. Instead, I’ve been making quality websites with the purpose of linking them back to my money site. These sites are generally built on existing WPMU domains (like these). I build links to these blogs and seed them with some generic spun content. Once they start getting some age and trust I link them to my money pages. This enables me to have good old blogs linking to my money pages without paying for those links. It does take extra time, but I can continue using the same blogs for additional projects after I get my #1 rankings.

In order to outrank the competition you have to go above and beyond what they are doing!

Over the last 5 years, Brandon Hopkins owns over 150 content-rich websites. When not building links to his own websites he does linkbuilding for clients as well as Fresno website design. Brandon can also be found blogging (rarely) at Brandon-Hopkins.com as well on about 5 different webmaster forums, Twitter, LinkedIn, Facebook, and most other social networking sites.
photo credit: ianmunroe

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This post originally came from Michael Gray who is an Search Engine Optimisation Consultant. Be sure not to miss the Thesis Wordpress Theme review.

Outrank Your Competition By Taking One More Step

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Posted by randfish

This post is short and easy to follow, just like the tactic it recommends. Most everyone who optimizes for Google Local (aka Google Maps) is familar with David Mihm’s excellent and oft-referenced Local Search Ranking Factors. In that document, and in many places where local results are analyzed, it’s clear that getting your business/website into more listings, in a consistent fashion is a very good thing.

Yet, somehow, this obvious tactic has gone missing from many GG Local optimization recommendations. Either that or it’s so obvious that no one feels the need to mention it. Whatever the case, it’s available now

Step 1: Do Lots of Searches Related to Your Business & Region

Let’s say you’re working on local Search Engine Optimisation for a Thai restaurant in Seattle, WA. Searches you might perform include:

• Thai Seattle, WA
• Thai Restaurants Seattle, WA
• Seattle Thai Restaurants
• Thai Food Seattle

You’re seeking results that show competing or closely related businesses, so get creative.

Step 2: Identify a Handful (or a Few Dozen) Businesses that Consistently Get Top Rankings

You could build a formal spreadsheet and perform tracking to identify these or start with gut feel and expand later on in the process. For less competitive listings, an informal approach may work just fine.

Step 3: Go to the Local Business Profile for Each of These

Don’t click the name of the listing itself. Instead, follow the links to the "reviews" about each of your competitors’ businesses. You’ll get a page with information about the business, reviews and lists of data that Google has found about them.

Step 4: Click on the Links to "More About this Place"

The "more about this place" section of the business listing shows brief snippets, titles and URLs where Google has found relevant information pertaining to the business. This is your potential goldmine for discovering listing sources.

Step 5: Go to those Sites & Get Your Business Added/Updated

 The domains that are listed are places where Google is pulling information about your business. This is where the Maps algorithm comes into play – it relies on not only the number of listings, but the quality of the sources and the consistency between them. You want every listing to perfectly match one another, right down the the suffix on the reservations phone number and the formatting of your suite number (e.g. 1221 E Pike Street vs. 1221 East Pike Street vs. 1221 E Pike Street Suite 200 vs. 1221 East Pike Street #200 are all DIFFERENT – don’t make that mistake).

As an example, I visited a link from Thaiku’s listing in the example above to Intuit’s Local Business Directory (I didn’t even know they had one until now) and could then add/edit Search Engine Optimisationmoz’s listing:

In addition to the potential local ranking boost, a majority of these sources offer the potential to earn links! Even if you don’t care much about the local results themselves, this is a pretty terrific way to get some good quality, trusted sites linking to you.

Step 6: Repeat Step 4 & 5 for the "Reviews" and "User Content" Sections

If you’re hungry for even more sources, you can look at where listings come from on other competitors and/or go back to the business listing’s page in Google Maps/Local and choose from the "reviews" and "user content" sections for even more potential spots. Much like manual link building back in the late ’90’s, perseverance and careful attention to detail will take you far.

There are automated services out there to help with this process, but I haven’t yet seen one I feel completely comfortable about. The biggest issue is the dramatic value of and need for consistency in the listings. When automated systems submit, they can mix in a suite number in the wrong place, cut off a phone number because the form doesn’t accept hyphens or confirm a URL that doesn’t match what you’ve submitted elsewhere. For now, I recommend playing it safe and spending the hours (even if that’s a dozen or two) to get those 50-250 listings correct. Google will reward you with local rankings and high quality traffic.

p.s. Next week I’m down in Portland for SEMpdx’s Searchfest and hope to spend time with some true local search experts and perhaps share some more cutting edge tactics

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