WriterAccess Webinar Archive
Go Local with SEO or Go Home
Tuesday, April 30, 2013 – 1:00 PM ET
Local Search is the next SEO frontier. But achieving top listings with local search results means transforming how you create content, optimize for search engines and track performance. All that takes a lot of work if you don't know the secrets to local marketing success.
Join host Byron White rolling out his grand 40th content marketing webinar, with special guest Sergiu Draganus, founder of GeoRanker. Learn the latest onsite and offsite local optimization techniques. Take a grand tour of a new LOCAL SERP tracking platform that uses 20,000+ IP Addresses to track SERPs (Search Engine Result Positions) around the world. And see examples of how "pizza delivery" and "web design" listing positions vary from city to city.
In this Webinar, you'll learn how to...
- Optimize for Local Search Marketing
- Create Content for Local Success
- Build Citations and Sources
- Track Local Search Results
The slidedeck from this webinar is available for download.
Byron: Welcome to today's webinar everyone, my name is Byron White, I'm here with Sergiu Draganus, the founder of GeoRanker, an exciting new local SERP-tracking platform and much more, as you'll learn today. We're going to wait just a few more minutes for people to come in as they're coming in as we speak right now, and I'm very excited be chatting with you today. However, this is our 40th content marketing webinar. Wow, 40, that's a lot of webinars. I'm going to make sure everyone can hear me okay. I'll bet you can hear me much better now.
So, in case you didn't hear what I just said, my name is Byron White. I'm here with Sergiu Draganus, the founder GeoRanker. And we're very excited to offer a local search presentation today, which we call Go Local with SEO or Go Home, which I think is quite appropriate, and this is our 40th ideaLaunch and WriterAccess content marketing webinar. We're very excited to be chatting about this super-hot topic. In many ways, this is the future of SEO, and where it's going and I think you'll get a glimpse of that today.
We'll be talking a little bit about GeoRanker, not too much and not enough, if you ask just me. It's an amazing technology platform, but really what we want to try to do is to just broadly introduce people to local search, what it is, what it means, how big it is, which is literally three or four slides, then I'm going to go over, sort of some questions that Sergiu is going to be answering today. I've had the pleasure of getting to know Sergiu in the last six months, he was very interested in a webinar I did with Mike Roberts and Marie on a super-hot topic on what's happening with SERP, is the sky falling and all the news of Raven tools, you know, dropping SERP ranking. And I was able to connect with Sergiu at that time, and he enlightened me with where he sees SEO going in SERP tracking and the answer is simple, local.
So, without further ado, I'm going dive into a quick presentation here. Here's some contact information for both of us that you may be interested in. Everyone in general, the rules today are please ask questions that pop up in your mind as the presentation is going on. We'll save all the questions until the end of the presentation, and dive in, and primarily focus on our Sergiu's take on all of this. Sergiu is incredibly knowledgeable in this space, this is his first company, he's red herring as a finalist… Spoke recently about hot startups in Europe, he's based in both London and is Romanian.
You'll hear his adorable accent today, which is doing a wonderful job of the English language, but is truly a gifted orchestrator and developer, and you know, leader of a fairly new technology that's tracking over 25,000 listing positions in 25,000 cities, I should say, throughout the world and I think he'll tell us a little bit about that. But what I wanted to go through real quick, first of all, is local content marketing. I always start this webinar with a quick presentation on what is local… What is content marketing?
Here, I'm going to dive into some of the elements of local that figure into content marketing, so you can get a barometer of what we'll be talking about. Then I'm going to give you some quick stats and facts on what's happening with local search, how big it is, and then Sergiu is going to dive in and tell us a little bit about his perspective of what's happened with local. So, for starters, you know, content marketing is certainly an art and a science, and this particular first slide I've started with over 40 times.
By the way, I'm going to retire all of these slides you're about to see. In future, content marketing presentations…not everybody really needs an introduction of what content marketing is. But I thought I would send it out with a few highlights of why local is important. This first slide is quite interesting because this is the hardest part of content marketing in my opinion. No one has really figured out how to listen to customer wants and needs.
We can certainly look at conversion path analysis to see where people go on our website but that doesn't even really address what they may want. We're only able to study what they're looking for perhaps, in a search box. We can look at our web analytics, we can look at social media to see what they're chatting about, but this is the most difficult part of content marketing, is learning what these needs are, but, of course, it's the science of delivering content to them in a compelling way, and that's where certainly, mobile alerts come in and all kinds of distribution channels, geo alerts, you know.
Naturally there are lots of places where you can get content and find the answers on the web but, you know, sorting out all that out and finding the best channel for your product and service based on the needs of your customers is difficult to do. Catching customers at high speeds, and that's where local SERP comes in. It is almost impossible these days to do a search for a store or any kind of business in Google and not see a map pop up with all kinds of possibilities, whether it be pizza you're searching for, or even a particular name of a company. So, we're seeing some very interesting things happen, and we'll talk about that today.
And, you know, creating that information, you know, the content asset portfolio has expanded very radically, and that's a real problem for a lot of companies. As I like saying over the years, you know, forward-thinking companies are starting to think like old-school publishers, gathering ideas, developing stories and publishing a steady stream of content, and that's hard to do. And certainly, people also want local deals, and that's a real interesting problem they have, how do you get those deals out to people? How do you reach them at the right point and the right time? You know, preferably with a brick-and-mortar store when they're walking in front your store. That's clearly coming at us at an alarming pace, and that's what we're going to need to embrace as we move forward.
Testing is a big part of it and also geo-targeting, where users are coming from, but you need to personalize the experience based on geography. We worked with nanny sites, we actually even on WriterAccess, our company; we have specific landing pages targeting particular cities, Boston writers, Chicago writers, New York writers. We're trying to literally, not only appear in the search results for more local-based search phrases, but also appeal to customers looking for writers with those characteristics. And the efficient path is quite interesting, and it's not just a single landing page anymore. I was just speaking at a conversion conference out in San Francisco a few weeks ago. Great opportunity to dive into some of the complex topics of what's happening with conversion, and engagement, and return visitation, and improving conversions, and these are tough topics that we're wrestling with all the time. So, how do we do that? How do we score engagement? How do we motivate people to make a purchase? These are all things we think about all the time and are certainly part of the funnel.
So, when you look at this content marketing funnel, our final slide to be retired today, content marketing is all about planning which is critical to the final element, which is performance measurement. If you're not planning and driving your strategy before you even start creating or optimizing, then you really are going to achieve performance goals and have a measurable ROI. So, hopefully, that was helpful as we send it out the door tracking that performance, your CFO needs that for sure. And as we study content marketing, there are so many different ways to track success; that is a major failure point that most people, you know, when they're early into content marketing, they're not looking at metrics and analytics and the many different variables they have to track success and these vary from business to business.
So, let's dive in quickly to just a few observations I have about the local markets, so you can get a feel for how big this animal is. You know, by 2015, we're expecting local ad revenue to be $8 billion. Now, that's a huge market that's going to increase fairly radically. A lot of dollars are being spent on local search. But what's driving local search? Certainly, now more than ever, we see better targeting of campaigns. We're more sophisticated in how we can target, and that includes organic as well as paid, by the way. Mobiles are here to stay and we're all being forced to design websites that are more versatile and readable on mobile devices. That's clearly coming at us, and there are a lot of different ways to do that.
That's a big central debate, but it's getting better and more and more of us are adapting our designs, and making that work. And of course, you know, improving our product integration, with the distinction between shifting from mobile to desktop, to an iPad, to a tablet, back to mobile. We're needing to design for numerous product integration because at different times of the day, we need different access points and we need our products to work and integrate on multiple platforms. So, how often are we searching? So, the good news is, so let's see, for 76 percent of the time, we're searching at least a few times, if not every day, for something local. And these stats are pretty interesting, if you think about it, with 40+ percent of the time, quite a bit of searching going on. So, clearly local search is here to stay, and as we dive into longer tail keyword phrases and the ability to be more taxing on algorithms to find exactly what we want, local is here to stay.
So, what I want introduce you to now is some of the big picture things which I think you're about to learn. And these are the, sort of the key questions to ask about local search as sort of a setup to what Sergiu is going to talk with us about. So, you know, how do we optimize for local search? Is it different than global search? If so, how different is it? Is it just long-tail keyword phrases, dropping cities in in front of those names? Is that what we need to be jamming into our content and titles and meta-tags and meta-descriptions? And are those titles and meta-tags and meta-discussions even worthwhile fixing anymore and optimizing? There's big debate going on right now in the SEO space about all of these issues. So, how does Google really determine what region you're in for local search? You know, where is the competitive zone entered the marketplace?
If I'm trying to optimize for pizza, and I search for pizza in a particular city, how does Google know which pizzas to include in that city? Where does the region around that city stop or start? Maybe the city is outside the parameters, or you know, if I live in Orono, Maine, maybe the best pizza is in Stillwater, which is a town between Bangor, Maine and Orono, Maine. I don't guess that anybody on the line would know that. But, those are good examples. How does Google determine what region to look at, and how does that region get extended as other reviews or other optimization kicks in for these areas outside of a particular region?
So, you know, we're quite interested in learning from Sergiu his take on the how does author rank play into local search? Can it play into local search? Clearly, author rank is playing into global search because we're now starting to see Google, for example, head shots of people that have written articles, along with their Google+ tag, so you can see who they are and who wrote some content that you may be interested in reading. You know, how do reviews play in local SERP ranking, you know? How do I get reviews? Are reviews something that you can game? Or is it too late to try to game that and you really need to solicit your customers to document reviews?
How do reviews on an Angie's List play in? Angie's List is a proprietary, password-protected area. Can an Angie's List ranking and review help my locals SERP and how is Google doing that? What's open and what isn't? And is Google diving into closed networks? So, what is Google local and how do I register my business with Google local? When does it help my SERP ranking? What are some of the paid directories and free directories that help influence local search? Are there best ones or best ones related to my industry? How I find them? What are the best long-tail keywords to focus on? You know, do I want one optimized for best pizza in Boston, or just Boston pizza, or how do I approach long-tail keywords, learn what to focus on and gain in popularity and other things like that.
So, how local is Google? This is sort of an interesting… So, is Google more in tune… Does it trump more where I'm searching from? If I'm on my cell phone, and I'm in Boston, and Google is recognizing that, or does it want me to type in best Boston seafood restaurants, or is it… How does it play into this local versus just geo, pickup from geo-targeting? How is Google balancing that, and how does that translate into optimizing for local search? So, just a few more, what is the local versus global balance that I should have for my site? For those of you don't know, we have global search positions which was what most SERP tracking platforms in the United States are focusing on right now.
Where they'll go out and scrape Google rankings, you know, for a global search that could be done in any city in the United States, depending upon where the proximity is out there of their server that's doing the scraping. So, although that's technically done from a particular city because Google is just picking that up from the city, it's a global search, it is randomly from one city, I guess would be the way to look at it. But, behind the scenes, you know, Google is also displaying different results if you're searching for a particular city.
If I just search graphic design firm in Boston, chances are Google's going to show me results of Boston graphic design firms. That's really what we're talking about here. But, what if I'm in San Francisco and I do a search for Boston graphic design firms? Is that a different search result because I used a keyword phrase and I'm coming from San Francisco? How does Google determine that? What's the balance of local versus global?
These are very difficult questions to answer and here's an interesting question; what's the next step in local search? Is it interactive billboards like we're seeing out in Los Angeles? How's Google glasses going to be affected by local search? Is there going to be a day like Seth Godin predicted, where we're walking down the sidewalk and an alert pops up because we've acknowledged that we want references of haircut deals in Boston, and I say I want a haircut and I'm traveling around Boston, and boom, an offer comes up. Where is local search going? What is the next phase for local search?
So, without further ado I'm going to take all these questions, which there are way too many of those, and turn things over to Sergiu, who will offer some great wisdom I'm certain, on some, if not all of these questions. So, thanks in advance Sergiu, for joining us today. You want to unmute yourself, I think, if you're talking. Here we go. Okay. Sergiu, are you there? Testing one, two, three. Perfect, there you go.
Sergiu: Can you hear me now?
Byron: Yes indeed, we can hear you.
Sergiu: Okay. Okay, then. So, hi Byron, this is Sergiu from GeoRanker, I'm glad to be here with Byron today to talk about local SEO, and about local rankings, about how content affects local SEO, and about what is wrong with the SEO strategy. How about a short introduction about GeoRanker? GeoRanker is a local SEO reverse engineering platform. It is able to generate 100 percent accurate Google local results ranking reports in real time, so no cache, in over 150 countries and over 25,000 cities around the world.
Analyzing those reports helps us determine how the Google algorithm works. As a summary after this presentation, why the online battlefield goes local, why local SEO strategy is mandatory, why content marketing is a major SEO factor, and why reverse engineering SEO strategy is a must have for any website owner. Okay, so what is the role of content in the local SEO? Basically, all search engines, including Google—what they are doing is indexing content. They are indexing content, building results pages in order to meet user requirements. Since February 2010, Google has implemented the […], which gave different results, based on the user's IP address. So, not anymore same results for all users…location. So, a user in Miami will get different results from a user from New York for the same search.
Okay. So, why local is important. As you can see on your screen, I can run a search query, a regular search query on Google, on Chicago and on New York for the search term "web design." So, it's not a local term; in fact, it's not including the location like web design in New York or web design in Chicago. It's a generic term with high competition…so you will pay a lot of money for it, and Google generates these results based on the… I will show a short example generated by GeoRanker, why the local SEO… I will show an example of how a big brand sometimes doesn't rank in the Google search engine.
So, I have generated the results for the keywords pizza delivery for the top United States cities in English, and here are all the results, for Charlotte and so on. For the new Google algorithm to be able to understand how the results differ for the cities we have created in the report. And what we done here, for example—this color is pappajohns.com. We have assigned to each domain name a color. And you can see for each entry what is the position in Google results. So, Pappa John's search position for pizza delivery in El Paso, fourth position, tenth position San Francisco, 13 Jacksonville…and so on.
So, you can see, very easy, one image. The exact position in the Google search and the Google SERP engine for each different city. So, the user has only searched for one pattern, right? … anything else… Google… So, the color… are the ones that rank in more than one location, and the… of what you see here in the… websites that rank in more than one city…
So, as you can see, maybe even more than 50 percent of the results are city specific. Are not ranking, but… targeted... if you can… Pizza Hut, which is one of the… in San Francisco, number 13… position 10. Why do they rank so low? Because they are a local website, but their local… are not optimized for local appeal. Okay, I will… with the presentation.
Byron: Sergiu. Sergiu, I'm just going to intervene for one second. I wanted you to go back to that heat map for one second. We've gotten a couple of questions and between microphones and headphones, it was a little hard to see. So, what was interesting about that last report we were looking at was the amazing variation, right? Between these, look at just the red blocks for a second. So, Pizza Hut in Fort Worth, Texas is number 10 or whatever, but in Charlotte they're number three, in Detroit they're number 10, in Columbus they're number three. They're all over the place, right?
And, that's the whole point here, is that it's impossible to judge, say your SEO firm or how your SEO efforts are doing throughout the entire United States if you're Pizza Hut, with just looking at global search. Okay, impossible. You have to look…it's impossible. You have to look at how you're performing, particularly if you are a national chain of, you know, pizza delivery, for example. And, you know, you can understand when I first looked at this heat map, I was like, wow, this is really amazing, and I just wanted to say that to everybody.
Then I started thinking about, you know, Sergiu. Sergiu is in Europe, so you know, much more confined regions if you will, mainly countries, and a need to have different tracking for chains that are extending throughout Europe, and local became more obvious to me, as to why that would be a super-hot commodity, and hence geo ranking so high. One just 10-second more side note, and then back to you, it's very hard to do this, tracking SERP in positions from cities is really hard to do, and it involves a tremendous amount of investment in technology, so I just wanted to make everybody understand that; particularly, some of the people that are asking questions right now. What is this stuff? What is this heat map? What are the examples? And I just wanted people to be able to hear that. So, carry on, back to you Sergiu.
Sergiu: Ok, so if anybody has any questions, please let me know. Okay, so…everybody thinks… but what about another keyword web design. Web design in everyone's mind is not a keyword. It is an unimportant generic keyword, okay? And look how the heat map looks, so. I think 60 percent of the heat map is great. Google finds local signs for website related websites, or pages, and the rankings in Google are over 60 percent at this moment… local websites. So, the rankings are extremely different between two people. So, the worksites in competition for web design in the United States… So this is inaccurate information. So, in order to be able to analyze and improve the SEO strategy, you must understand exactly what is important for Google on each different location, and for each different industry or niche.
Okay, I will go forward with the presentation. So, now that the rankings are very different, Google can index content and display it based on user physical address, okay? Local rankings are built based on local signals identified in the content. Local… can be identified from the website results or from another website. Content has a major role on both onsite and offsite SEO strategies. You need the content optimized for your own websites… you need the content optimized… and so on. Content source authority is a very important factor… Author authority level—as you mentioned before, we have already seen pictures on Google. Author authority is a very important factor affecting a webpage in the local ranking… Listen for your customers, try to get…
What is very important is the difference between local search and local results. Local search is when a user searches for pizza delivery in Miami, this is a local search. Local results… website… this is so any… can have different rankings. Okay, what about local SEO content-creating tips? The goal of this is to win local authority in order to obtain a better position in the local ranking… have only launched a simple search query, nothing more… Google local or something like this. Only Google… and entering the keyword… a few local results, this is very good.
Okay. So, how the content… it's very important to localize it… people with local presence… the address has to be verified on the Google+ business page… Also, it's important to… the website to contain the… publisher… so the Google page is connected to the Google+ account, the personal account. So, what's going to happen… publishing content. It's very important…Ok, so name, address, the physical address, which is very… and the phone number. This is very important to be displayed… in each page of the website… because Google has to index this… it's very important to use the…
I will show you a short example… address, name, business name…any… what location… what city… any local,,, how you can implement this. For example, address… Mexico beach… address… the... so the content is created using the… this is very important, because in his way, Google will connect that article and that page to that certain location. Google will understand… for sure you're going to use that location… only once, not the whole address, only like… or something like this. It's important to have… to keep… so when you're… the content is… do not use too many location names in the article body.
Okay, so under one percent keyword density for location keywords, the density for targeted keywords is from three percent to five percent… web design… and targeted keywords are the ones containing location, like pizza delivery Miami… My suggestion is to target both, but… without the location name. And I will show you right now why. You can check this for any keyword you want. So, your question was… for the long-tail keyword… target the ones without the cities. And we send the city… to Google by using the… location name… and different things like this… local… which Google recommends to implement, and I will show right now why.
This is a report generated… results… Miami and Google… and I have selected… very large… Miami, okay? So… from Florida or the whole United States. And what is very important, the user behavior here, you can see that with the blue line, its car rank and the red line, car rank in Miami. Most of the local… articles on the Internet… when they talk about… recommend to use… location all the time. In my opinion, this is wrong because most of the time, search for keywords… location… This is happening to everything, so, to everything, any keyword, web design and so on. Nobody's, okay… less than 20 percent are looking for the keyword search location, most of them are looking for the keywords only, Google identifies their location, and Google delivers organic results based on the user's IP location… Those are the right keywords to try in my opinion.
Okay. It's very good to… in content marketing it's very important to get the user index… it's important to have… for Google… the pages will have… best index… So basically, once you create the content… in one way or the other, the user… that doesn't matter so much… because… will be able to fix them right away… Regarding the citations… I have… citations… the local SEO, it's very important to have citations from high-quality sources. The citations are from… the local SEO… the citations. Any mention of your business name including or not including your address and phone number. An example of citation… address… phone number and so on; name, address and phone number… important to be verified by Google to be present on your webpage. And also, to be present on all other… like directories, reviews… your website… any article in any other website.
What is important? For each business site and for each location… the citation… And I will give you my own word search example. We have analyzed some of the highest… keywords… related keywords and so on. And we have identified the top-ranking websites in the United States. And what we have seen, that for this niche, for the law niche, for example, the best citation sources are not yellow pages or… these… websites… like those ones are very important, but the best… is the local bar lawyer association. Each local bar association has a directory for lawyers in that area. Best search for Google for the law niche are the bar associations for that area. This can be how to identify those sources, which is very easy.
Check the… in the location target. Get the top-ranking websites and only complete a search on Google for each different location, for that name, address and phone number. For any other websites… than the website itself. I can show you… after the presentation… look… how… implemented… citation… Look, so they have user… What is very interesting on the websites we have analyzed, over 95 percent, I think, over 98 percent of the websites, 98, have no local SEO strategy implemented. But, because they have used their name, address and phone number… contact… and also, some random directory… on top of local results. So, this is ready for them.
What is also very important for being listed locally… number of… is not important anymore. Ok, not good to have zero… It's good to have some… But there are plenty of examples where the top five, six, seven positions… their websites could only… ten, twenty… page rank one or page rank two… Google page rank, ok? But they have very good citations and local reviews. And this is what we… for Google algorithms. There, we go… What is now very important is we have seen that when searching the Google… okay… Google, when searching Google, for example, for local results, you'll get here those pictures…
For Google, it's very important… authority… the rank… although the results are in here, they have to connect the article… author… Google profile… We have developed a … on GeoRanker which allows us to check author rank and also authority on each different location, because if I need to promote a business in New York, then… for me… author and search rank where, in New York-related ranking. I will show you an example… So, for example, I've run a search query on web design in the United States on those six cities, … Dallas, Indianapolis, San Francisco, and with different author… is not the position of the article in Google, but the order they appear in Google rankings. For example, Andrew… should be first one, and … should be second and so on. Mark Walters should be third and so on.
And look how I'm ranking. So, for web design only, okay. Search on Google… is up in the ranking… Warren Cardinal is on the fourth position… Last one, Rebecca… position… Warren on sixth… ranking… because Google… many local rankings… similar rankings… even when we are talking about Google results… This is a good sign because this means the websites who implement local SEO strategy will be able to rank right away on top position… in Dallas… is ranking on top position… last one… In Indianapolis… ranking on top position… and… in San Francisco… Max… in top position.
So what we can see here is Google… for the… but different authority for each different author. This is very important, so once you get one of these authors to get reviews for you in the location you are targeting, then you have much bigger chance to rank on the first position… ok? And what is also very interesting… let's say we are also searching on social media companies, and we want to get an article, we are doing our best to get a article in the… We only run… search Google on social media… and those are all the author… Google…
This is the top ranking… Google… So… is the top ranking… Natasha Lomas, … Perez. So, when you manage to get those authors to write a review for you, then for sure, you'll be able to rank on top position… You'll see that I've generated for United States only, because I wanted to get all the authors from page rank. If I would generate for local basis, on different cities; in that case, I could get different ranking… author… on different locations.
Okay, what is important for different authors for… author authority? The content quality, this is very important because the… article has gone viral. This is very important for social media. The number of followers, how many titles those authors have in. The new content posting frequency for sure, and the publishing website's authority. When an author publishes on… or if… much higher than an author creating content for a brand-new website.
Okay, …reverse engineering SEO strategy. Because when we create the… in order to optimize… we don't… from other articles… But what we do, we analyze the exact ranking in each different city, analyze the top-ranking websites and start to understand why we rank… If we are not able to do this, then we would not be able to come to a conclusion. How we can be done, share the top ranking… location… Analyze onsite and offsite SEO strategies… have created content… location name… how they can reuse the citation, and so on. Identify the best local citation sources and local authors because this is very important now, for each different… and for each different… identify the best local citation sources, okay?
Combine top-ranking website strategies and add more local factors like the ones we talk about, which will… the Google websites. And, this for sure will connect… increase rankings into the Google rankings. And for short time… monitor… local SEO strategies. Why is it important to… Because, as we know, Google is doing small changes to its algorithms on a daily basis. They say they are making about two different small changes daily. So, if you are only waiting for a new article to come up in order to improve your SEO strategy, then you will not be able to… with the… of Google changes. So basically, when you monitor all the time your website position, monitor all the time your competition's position, and understand the top-ranking position, and understand why they have done… and what monitoring means, exactly. Okay. Okay. Okay. Okay, this is it. Monitoring… So you can see on each different city the position of domino.com… in Fort Worth. Rankings went down, charities went down, deliveries went down… And as you can see, Dominos is… bigger. They are going down. Why? Because these areas are becoming… few, small but very important local SEO… which Google is taking into consideration and help them rank on top. So, this was what my presentation was about. Thanks, I will open the mic to Byron for questions.
Byron: Thank you so much, wow. That was really enjoyable and interesting in many ways. Particularly, I noticed that when were sort of talking to yourself that you were actually talking in English. Thank you that was really nice of you. You are really, you are such a wonderful person, it's been great to get to know you. And super smart and we're lucky to have you talking about this very interesting topic, which is very new to us in the United States here to be thinking about transitioning to more of a local SEO strategy. We had some really good questions that came in, and I'll get right to them and ask you because some of them were really good. I accidentally deleted one from somebody, so if you don't hear your question being asked, please ask it again. Let me go through them real quick. So, the first question is, let's see, is there a free trial for GeoRanker? I'll answer that; yes, there is so maybe you could talk about the rollout for GeoRanker, when it's going to come out of beta, what's happening with the right now, people can go poke around, obviously, on GeoRanker.com, maybe you could talk a little bit about that.
Sergiu: Yes, so… Google… and… different routers, okay? We go up to the final version to be ready on 15 May, so in about two weeks… user can join the GeoRanker free trial, They can… they can run up to… they have 50 credits they can… and run up to 50 credits… so 50 credits… so the user only needs to… own website… free trial… would be… but when you want to… include… so this is related to GeoRanker, very… We have developed some very, very very hot… related to local SEO… very hot... very hot. We are… blog…
Byron: Got it. So, does the software cover smaller markets, as well? Can you give us a feel for how many cities in the US for those of us calling in from the US? How many cities will you be able to choose from, you know, Bangor, Maine, Orono Maine, you know, super small cities? What's the strategy?
Sergiu: In Europe… in Europe. In other countries… implemented them because there is no… in the United States… So, for example, when generating a ranking report, you have… domain name, the country, United States… and here you can either choose… United States, according to a specific area, or you can add your own cities here. So… other city… So, when someone needs to run a report on… available, what is interesting, you… run a report… many times, the rankings are the same as a big city… Why? Because no one else has implemented a local SEO strategy? And when you see the same ranking in all… in the smaller cities… make the IPO… very happy because this means that the only… local SEO factors… because most of the websites are not using local SEO strategies.
Byron: Got it, makes sense.
Sergiu: Ok, regarding the Google Places you were telling me about, you asked me about… Google Places is gone… for local. So, only for local… Google… huge… and Places were built on Local. I'm sure 100 percent Google Places is out… already… And so, one will become… I'm sure on any… in the United States, you'll be able to… pass by and see the whole menu and everything, without entering the… I'm sure of it.
Byron: Just so we can… I want everybody to understand this. So, Google Places is now Google Local, correct? Sergiu? So, Google Places is no more.
Sergiu: Yes, Google Places… only for the… Google Places… they matched the information, Google Places and Google Local… a few months ago. It was the same information in two different places, and Google…
Byron: Ok. Somebody asked, do you have any examples of content that has been, shall we say, locally optimized? So, a client or somebody that you know that has really optimized the content on their website beautifully? Not just the name and address, we kind of get that. But it's more like a blog post or an article, offsite review or a press release? Do you have any examples?
Sergiu: The thing is… I can give you from some of my small websites, but they are in Romanian, and I'm not sure… so much…
Byron: What does it look like and feel like? I assume the strategy is the same.
Sergiu: So, okay. When you want to see… website… need to go… reports… Because what you see here… local… example…Okay… domain name… even if it's a… because… search for… okay? You can look through any of those websites, and the documentation is gone. I'm not sure if they're… or not… phone number… phone number… is not in…
Byron: Yeah, it's in English. Yep.
Sergiu: It's in English… Okay.
Sergiu: Okay… many of them are in the top position… where they have done... they have implemented local SEO.
Sergiu: This is happening already, this is happening… you should only… the gray ones, not the red ones, because the red ones… plenty of… gray is the most important color. Let's check here, okay? I will open here… Google 21… index pages… I'm not sure how many they have, but for sure, they have only 30, 40, 50… not more. And they are already ranking… Why is this? Because they have implemented… they have added plenty of citations… their names… and different citations. I told you before that I would show you how to identify the best citations… What you have to do is take the brand name… local, I'm not sure how… local, phone number… not to have the name and phone number. And this is important, what I show now. So… and you'll see here, for example… white pages… the best… the best citation… white pages… local… I cannot… the citation… different based on… the citation… future… different citations… When you have those citations… 45… 100 citations sorted for each… for the target… and you only have to locate citations there. But many times, there's no… sometimes they are… global… But, again… most of the time, this is important… well-known…
Byron: Yeah, what's cool about citations vs. link populators… Really what this is, is just like your old-school SEO play on trying to find out the link populators and reverse engineering the links, but citations are different because it's just a phone number and/or an address, you know, and you can easily find that data, and reverse engineer it, and compete with anybody by just reverse engineering listings, and then trying to get more. Let's go to another question here. Someone had noted that… interesting data in numbers… Do you see a correlation in the rise of local with the rise of mobile search? I mean, is that why this is growing in such popularity?
Sergiu: For sure, that's correct. Local and mobile portals…
Byron: Here's another question. We only have time for a couple more questions, and we've got to wrap up. But, let's see. Let's say you are a global brand in specific cities, globally. In order to take advantage of local search, does one need to create content and micro-site specific to that particular region for best SERP, or would you want to stay within your own domain name, and create maybe subdomain names, and continue to boost your overall global ranking, and main website in addition to optimizing for local SERP. What do you think is an option there?
Sergiu: There are two things we need to talk about. If you're targeting the United States, for example, you say only… dot com, for sure. If you're not in the United States… domain, you stay on your own websites… different pages with different location signs… Now, when you want to target different countries, things are becoming a little bit more complicated because… the domain name… is an important factor for Google rankings… Romania… Google… report… So if you want to target out a domain… Romanian country, then you have… Ok, you can… but you will lose against your local competitor. So… when you… a local… domain name. But for the US… when you analyze for example, if you analyze Papa John's, you will see that they have built… pages for each city, and that's why they're ranking very well.
Byron: But that's all in their main domain name, right? Can you just click on one of those Papa John's sites and…
Sergiu: So, Papa John's, click here… Papa John's…
Byron: Can you just go to that site that's getting that organic listing for me, so we can see what's going on on that page? Where's the local reference to that page? Is there a local page set up? Probably so, yeah?
Sergiu: That's why I told you a little bit ago when analyzing to go not for the one… because those… with plenty of authority in the back… the gray ones, which… those are the small websites which manage to come on top very hot… Analyzing these websites for Papa John's is a little bit more complicated for competitors. Maybe they have to build a lot of big ones. Maybe they have to build a lot of articles in the local media. It's a little bit more complicated… websites. But the easiest way to reach local rankings is to analyze the ones who... small sites or none in order to get the top rankings. So that's why I recommend… and analyze the gray ones. Those ones… are the best…
Byron: Sergiu, I wanted to share… this is a critical point and I want to show some examples… go to writeraccess.com for one second, and I just want to show Roberto here an example of how we do it, and I want to get Sergiu's professional opinion on this is as well while we're here. So, go to WriterAccess and… okay. Yeah, maybe you're off-line, too bad. Well, if everybody goes to WriterAccess…you know what, pass the baton back to me maybe, or we'll do this real quick. I mean it… Here's what you can do real quick, Roberto or anybody interested in this. Go to writeraccess.com, look at the very bottom of the page and you see some small links there that link to…here, let me see if I can do it real quick.
Sergiu: Okay, I'm able to open the page now.
Byron: Here, I'll go back to you then, because I'm stuck in my presentation. Okay, back to you. So, if you look the bottom of the page, scroll down to the bottom; down, down, down. There you go, and do hire local writers. There's a little link on the bottom there, and when you click hire local writers, it'll bring you to a listing of cities that we've optimized for. And you can click on, say, one of those cities, say Boston, you know, whatever, and it's going to show you some actual writers in that city. Now, if we wanted to take this… so, this is really what we've done. Here, you can see some examples of some writers, you can look at their profiles.
You can see Boston is listed on their profile of where they actually live, if you click on one of their profiles. Click on view my profile, so these are actual Boston, you know, Sommerville, Massachusetts, right? So, that's the Boston area, so we're backing up the local experience with actual local writers, but you could argue that we could have a Boston address on this Boston page back on that original page. Not this one but the previous one, which had all the Boston writers listed on it. We could put a Boston address there, we could do the same for Chicago, we could get phone numbers for all of these cities, and optimize so it was if WriterAccess had a local presence in that city. And that's part of the SEO's strategy, wouldn't you agree Sergiu?
Sergiu: Yes, that is exactly what Google is looking for.
Sergiu: To ensure that the business has a local presence.
Sergiu: So they need to see there is an address, a verified address on that page. So, on this website, this page and the page that follows, you can connect to a Google business page in which, where the verified address is a local address. And this way, Google understands happily where the content is from, and where to rank this page on top.
Byron: Got it, got it. We'll we're out of time folks. This was super educational; you can see that there are just so many topics that revolve around this and optimization is really exciting for local. So, I hope everyone's enjoying Sergiu. Thank you so much for being on with us today.
Sergiu: Thank you, Byron. Thank you very much to everyone. I was very happy to be here and to talk about it… Thanks.
Byron: Thank you. It's been great, Sergiu, how do you want people to get a hold of you, you know, I know for a fact that when you sign up for free trial at GeoRanker, you get a welcome message from you, and you can actually reply to that, which is pretty cool. So, you know, you can connect with Sergiu, he's out supporting his new product. I am personally excited about his new product, because we're working right now on trying to integrate some of the teaser of… some of the technology for local search into Word Vision, which is going to be launched as a free service for all of our customers in about a month. So stay tuned for that, and I'll have a teaser into GeoRanker, we're very excited about local, and we think Word Vision can help you get a tease of that, and so we're excited about that. We'll forward to fleshing that out. But, until then everyone, I hope everyone enjoyed the presentation today, thanks for tuning in. Everyone will be getting a link to this recording, so you can hear it a couple of times to better understand it. I know it was a little bit muted today; we were both on speakerphones and microphones, trying to experiment with that. But, you'll get a link to that, you'll get a link to… I'll send the decks as well that you can download on WriterAccess, and Sergiu might send out a free special invitation to everybody who registered, as well. So, look for that in an e-mail from us a couple days. So, without further ado, thanks for tuning in everyone. See you next month for the 41st and onward from there. Thanks for tuning in, we'll see you all in the next. Thanks very much.