Podcast: Local Search and Conversion with Andrew Beckman

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In this episode of LPO, SiteTuners CEO Tim Ash  chats with Locations3 Media CEO Andrew Beckman about the importance of local search, what the changes in Google's algorithm towards local will mean for businesses, and the different tactics you can employ in that space. Andrew talks about how Google displaying maps in search results had been a game changer - how it drove people from optimizing for terms like "hotels in Vegas" to actually providing details about the local presence.

Andrew and Tim discuss the different "classes" of local - businesses with one location versus businesses with multiple footprints. For the latter, Andrew talks about options like driving all the traffic to one location and then giving locations from there, or getting unique domains for the different areas. Andrew and Tim also cover the different properties businesses should cover: search engine directories, Instant Yellow Pages or IYPs, and database providers. The two discuss options for providing consistency across the board when you have thousands of locations, like feeding the data through an API to backend databases.

Andrew talks about how most companies are just doing the basics by claiming Google places, which is not enough to significantly move the needle. He also discusses the tracking methods and Key Performance Indicators for businesses with a physical presence versus those who are purely digital, and how to optimize for each. Tim and Andrew talk about attribution for phone numbers, QR (quick response) codes, coupons and success metrics for each. Andrew also takes listeners through best practices for local campaigns, like getting data across all search types, creating local content, and having standard form pages with very limited input fields for higher conversion.

First Air Date: April 18, 2011

First Air Date: April 18, 2011
Listen online or download the podcast from WebmasterRadio.fm
First Air Date: April 18, 2011

Listen online or download the podcast from WebmasterRadio.fm