Presenters: Greg Hartnett Best of the Web, Mary Bowling seOverflow.com, & Matt McGee Small Business SEM

Local search became an emphasis in January 2008 and has increased in frequency since.

Greg: Local Link Development

#1 thing to be concerned with in local search (and search engines in general) is inbound links. The best method for building a link development plan is competitive analysis – viewing strategies of sites who rank higher.

Great first step is directory listing. For example, list your site in niche directories regarding your city and category (e.g. New Orleans, Plumbing). Yahoo Local, Best of the Web, and other local directories are local specific and can really help with geo-targeted rankings.

When listing, provide all info: address, phone number, hours, etc. Most importantly include zip code. Including phone # and address in Title tag or meta Description can help with local rankings. Furthermore, keep all other phone numbers (fax, mobile, etc.) and addresses off the page as it confuses the bots (or use images for other phone #’s). Keep it simple – provide the information within the meta tags and correlate it on-page.

Search engines are getting better at identifying spam content and verifying actual business listings. Therefore, it is important to be consistent and accurate.

Mary: Optimizing for Local Search Success

Challenges for Local Businesses

• Local search is different: need to rank well in universal search, ten pack, local SE’s, online yellow pages, local social websites (Yelp), and vertical directories – Ton of work to do!
• Need to be present wherever potential customers are looking for you

On-Page Optimization

• Build releavance and trust in location + target – marry location with keywords
• All usual SEO efforts with a geographic slant
• Use hcard format for location info on pages

Optimizing for Multiple Locations

• Create a separate page for each location
• Local info on each page
• Internal links include location plus keyword
• Use other location-centric terms: airport code, intersections, highway exits, etc.

*Give business a tagline: make it very clear where you are and what you do (e.g. Austin’s Best Pizza)

Standardization Builds Trust

• Standardize your information across the web – same business name, address, and phone #
• Go to sources of business data and standardize there
• Use a local database directory – profile aggregator (universalbusinesslisting.org and getlisted.org)

Optimize Your Business Listings

For Search Engines:

• Use main keyword phrase and complementary terms
• Grab long-tail including products and services, brands you carry, etc.
• Choose or create the right categories and submit to as many applicable categories as possible
• Give your listing attributes – add categories (e.g. town served, types of rentals, etc.)

For customers

• Enhance your listing to attract attention, answer questions, build trust
• Use photos, videos, reviews, coupons – leave nothing blank
• Learn from competitors

Create Citations – web references (pages or site that mention your website)

• Citations help Google build trust
• Citations drive targeted traffic (e.g. Better Business Bureau)
• Citations generally easier to get than links

Impact of Reviews – reviews and local search: perfect match

• People want review; people use reviews
• Ratings influence rankings (e.g. Yahoo Local)
• Highly rated sites can get more exposure
• Users sort results by ratings
• Ratings and reviews influence CTR

Solicit reviews from happy customers

• Create a plan
• Use surveys and follow up emails
• Bribe people to submit reviews (discounts, promotions)
• Send reviews to a variety of web sites

Off-Page Optimization

• Target incoming links from local sites (Chamber of Commerce)
• Look for links on sites that rank well for your targeted terms
• Use your connections/network

Matt: Hyperlocal Blogging

Local blogging is good for local search marketing.

(Hyper) Local Blogs

• Take advantage of an opportunity to rank for local searches

Content Anyone Can Create to increase traffic & long-tail visibility

• Combined sale, Flickr, photos and blog post
• Photo of country singer + blog post + upcoming concert
• Community pool closing + blog post

Why Local Blogging Works

• Growing interest in local stuff online
• Traditional media declining
• Local websites often lacking
• Search engines love good blogs

Tips

• Write about local stuff
• Use photos & video
• Think ahead
• Do basic SEO
• Don’t overdo self-promotion

Q&A

Quantifying ROI: organic listings difficult to measure – same holds true for local blogging. User count is easiest metric to measure – effort leads to increased exposure and traffic

Diluting pages with too much content: use local info where necessary – keywords most important in title, limit use of local content if appears overcrowded. Use subdomains for local pages (e.g. chicago.example.com) – provides increased internal linking

Little is the New Big: Local + Hyperlocal Search Marketing is a post from: SEMpdx

I don’t care who John McCain has relationships with…that’s not the point of this post.

So, I learn about John McCain’s “relationship” with Vicki Iseman on Twitter slightly before 5PM Pacific Time. Immediately, I go to my domain registrar of choice and check to see whether vickiiseman.com is available (something I’ve trained myself to do in similar situations even if I’m not interested in purchasing the domain).

I see the following:

Somebody reserved the domain at Network Solutions. Well, we already know about Network Solutions and “Front Running”. If you look at the DNS, it even shows “NS1.RESERVEDDOMAINNAME.COM” (and the record says “Client Hold”)…so clearly, a person reserved the domain name with the intent to purchase it later at Network Solutions.

However, this explanation defies logic…somebody racing to get the domain name of a now “public” figure isn’t going to reserve the name to buy it later…they are going to buy it ASAP so they can monetize it immediately via parking.

So, I go over to Network Solutions and query the domain name.

It’s available. Oddly enough, somebody has bought the .net but not the .com (in real life, that never happens).

I go all the way through the checkout process…but then stop before actually buying the domain (because I’d don’t want it). Theoretically, I can purchase the domain myself only through Network Solutions.

Which gets me wondering, did Network Solutions reserve the domain themselves so they and only they can sell it at their ridiculously high registration fee? I would like to hear their explanation of what I just described.

Vicki Iseman: Did Network Solutions Poach VickiIseman.com? is a post from: SEMpdx

Without getting overly political, I don’t think the great American tax rebate will do much to stimulate our economy. Most people will use it to pay already existing debt such as credit card bills or mortgages and I don’t think overall consumer spending will increase that much.

However, this is a simple way to change this…to use your tax rebate money to stimulate “The” economy and “Your” economy.

Use your tax rebate to buy a premium domain name.

For instead of buying consumable “goods” that have little or no future value (or paying off goods that you’ve already purchased), you are buying an appreciable asset that can generate income (from parking revenue and or site development) while you own it.

Now, based upon my circumstances, I believe that I will receive $1,800 from our government. Here are examples of domain names I’ve could have purchased for roughly the size of my upcoming rebate check (sourced from DNJournal Domain Sales):

Populararticles.com ($2,188)
Totalpolitics.com ($2,288)
Publicmarkets.com ($2,000)
Chemicalbusiness.com ($2,000)

With a little more money, I could have purchased:

Eventpromoters.com ($3,000)
GastricHealth.com ($3,200)

With the right development strategy, each of these (and many other domains) offers me the opportunity to earn income while substantially growing the value of my asset.

So, when that check comes in the mail later this year, Americans will be faced with two choices. Most Americans will “consume” their rebate until it’s all gone…though perceptive folks who smartly invest that money in a premium domain will reap financial rewards well into the future.

Use Your Tax Rebate To Purchase A Premium Domain Name is a post from: SEMpdx

Google’s Toolbar 5 has an interesting feature guaranteed to draw the ire of the domaining community.

From the features page:

Address Bar Browse by Name
Browse by Name helps you find a site even when you don’t know its URL. Just type the site name into your browser address bar, and Toolbar will take you there automatically. For instance, try typing “oxford” into the address bar to go directly to the university’s home page at www.ox.ac.uk.

OK, but what if you’re looking for Oxford, Mississippi? Google is deciding which “Oxford” the searcher is intending which is an extremely inexact science. It appears from the few queries I’ve been running that Google is choosing the #1 SERP result as best representing the searcher intent rather than the dot com domain of the keyword.

So, let us take a domain well known in the domaining community: Rick Schwartz’s Candy.com.

When I type the word “candy” into my Opera browser bar (that doesn’t have a Google Toolbar installed), I end up at Rick’s website. Rick clearly has a parked page monetized for his benefit, but the page offers the searcher many possible choices for candy-related destinations…so searcher intent is clearly served.

When I type the word “candy” into either my IE or Firefox browser (both containing the Google Toolbar), I end up at Candywarehouse.com, which currently owns the #1 SERP at Google.

I’ve seen other scenarios where typing the keyword into the browser brings the searcher to either a Google or MSN SERPS page containing the top results for the queried term. The domaining community has strongly argued that usurping browser type-in traffic and sending it to SERPS pages is a way for the search engines to steal and monetize type-in traffic…but at least the searcher is presented with a page full of possible choices that should ultimately meet their needs. However, when Google sends a searcher directly to one site without offering alternatives, they are not only taking type-in traffic away from domainers but they offer the user only one outcome to their query which flies in the face of what a search engine is supposed to do…offering the best possible user experience to answer queries via presentation of multiple alternatives.

Google’s corporate mission is “is to organize the world’s information and make it universally accessible and useful.” How is presenting only one alternative to a typed query best serving that mission?

Domainer Type-In Traffic Under Attack By Google’s Toolbar 5 is a post from: SEMpdx

Not that anyone we know uses Network solutions as a registrar, but it seems that Network Solutions is immediately registering and holding any domain name you search for if you don’t buy it from them right then, basically holding it hostage so you can’t buy it anywhere else. (according to this report)

So I tried it myself…
I just went through the process at Netsol – (Logged in) and looked for this domain – netsol-is-within-their-rights.com

It was available, so I added to cart

Then I clicked around, went back to cart – removed item – logged out – went to Godaddy

Where I found this…

I searched the Whois, and got this -

Hmm – seems like it’s true, but so what? This forum currently has 25 pages of opinions, but here’s my thought…

Why is it so controversial? It seems like common sense to me, that you’d expect a good idea to get grabbed up. If you casually told a real estate agent about a hot piece of property without a non-disclosure agreement, then you didn’t buy it from them, could they buy it?

I see no problem with what they’re doing, and I’m surprised all registrars don’t do it. Why shouldn’t Netsol (or why wouldn’t they) buy it?

Is Network Solutions Poaching Domains? is a post from: SEMpdx

Excellent article by SEMpdx member Scott Fish…glad to give him some link love.

“I was recently asked by a fellow domainer how I felt about the current prices of domain names in general. Here’s my take on Generic Domain Names, International Domain Names, Typo Domain Names, and other factors such as financing and the dissemination of knowledge.”

Read The Full Blog Post

Domain Prices Are Going Up and Down (by Scott Fish) is a post from: SEMpdx

“Because something is happening here…But you don’t know what it is…Do you, Mister Jones?” Bob Dylan, Ballad of a Thin Man

The phone rang at the appointed time.

“Mitch, it’s Denny Fowles…I’m the person who emailed you about purchasing your domain forecasttheyears.com.”

“Hello Denny. You know, I’m quite puzzled by your interest in my domain. I purchased it name for its sentimental value and to get a total stranger to offer me $500 for it out of the blue is somewhat suspicious to me. Can you explain to me your sudden interest?”

“Well Mitch, I collect domain names and I really like how your name sounds.”

“That’s the only reason? Do you know the etymology of the phrase ‘forecast the years’? Does it have any special meaning for you?

“No and no. I just really like the phrase…how the words sound together.”

“It’s strange that you could be drawn to this name without understanding or knowing its origins or history. In case you’re curious, the phrase ‘forecast the years’ comes from Tennyson’s ‘In Memorium’:

But who shall so forecast the years
And find in loss a gain to match?

Those two lines have always resonated with me and that’s what caused me to purchase the name. As you can tell, I’ve never developed the domain.”

“Again Mitch, because I really like how the name sounds, I’m prepared to purchase the name from you for $500. If you can show me that the domain is earning parking income that would justify a better price, I would consider making you a higher offer…otherwise, $500 is what I’m willing to pay.”

“Well Denny, I really like how $5,000 sounds and I will sell you the domain for that amount.”

“Mitch, I think you’re trying to take advantage of my generosity. I’m offering you $500 for a domain that’s not likely earning you enough parking revenue to pay its registration cost. I believe my offer is more than fair. If you can get a better offer for your domain, feel free to take it…however, I’d be shocked if anyone besides me would offer you a premium price for a domain that has only sentimental value.”

“Denny, let me think about it and get back to you.”

Two Weeks Later

From: Denny Fowles
To:
Subject: Forecasttheyears.com

Escrow is closed on this domain and it is in my possession. I will now begin the process of transferring it to the client. I’m attaching my commission invoice for $2,000.

Eighteen Months Later (at the movies)

Ralph Fiennes is Liam McTeague. Teenage tragedy drove Liam to the breaking point. But, Liam couldn’t know that surviving such a catastrophic youthful calamity allowed him to develop tremendous inner strength enabling him to overcome an adult horror that would have devastated lesser men. After Liam discovered his wife’s affair with his business partner that threatened both his emotional and financial stability, he didn’t fall apart…he fell into action.

Ralph Fiennes in Forecast The Years. Cate Blanchett, Clare Danes, David Strathairn & Terence Stamp.

Directed by John Boorman

See the trailer at www.forecasttheyears.com.

The Domain Collector (a Parable) is a post from: SEMpdx

Until about a week ago, I had never knew that the city of Maywood Park, Oregon (750 people located in a small part of East Portland) existed. When I first heard of it, I immediately checked to see if the domain had been taken…and since it hadn’t, I took it.

Another reminder as you learn new facts and ideas to train your mind to check if a relevant domain name is available…and to grab it if you can.

Maywood Park, Oregon is MINE!!! is a post from: SEMpdx

Most internet marketers know to purchase their own name as a dot com domain name if it is available. However, many don’t think to purchase the names of their spouses & children and that is a mistake for several reasons:

• Once it’s gone, it’s likely gone forever.
• It’s becoming more and more clear that the dot com domain name of a person’s full name will be a major part of their digital identity. A digital identity will be much harder to establish on a dot net or dot org domain.
• Online reputation management will continue to increase in importance and it’s much harder to do if somebody else is controlling your dot com domain name. With minimal work, your dot com domain name should be the top result returned on any search engine search of your name…so it’s important to control the message of that top search result.

So, even though my wife will never do anything with her own URL and my daughter and son are too young to do anything with their own domain names, I bought them anyway…smarter to have them in my own portfolio instead of someone else’s.

Buy Your Spouse / Kids Names As Dot Com Domain Names is a post from: SEMpdx

Will people ever be able to put domains into a 529 College Plan?

Will governments ever try to tax domains based on their real or perceived “book” value?

Will governments ever use the power of “eminent domain” to take custody of a domain?

Will every bank trustee ever need to know domain optimization as part of their job description?

Would domains ever need to pass through probate?

Will banks ever loan people money based on their domain portfolio value? Will banks ever offer “domain development loans” that will finance the development / build-out of a domain into a website?

Will domain custody ever be part of a contentious divorce proceeding? Might a judge award joint custody of a domain portfolio…or would the judge try to divide the portfolio equitably?

Will we ever see a domain dispute featured on Judge Judy?

Will we ever see “designer” domain extensions? How much would poker.poker be worth? What about poke.her?

Will Todd Rundgren ever write a song called “I Hate My Frickin’ Registrar”?

Will domain registrars ever start soliciting new parents to purchase a domain name for their new arrival?

Will domain transactions ever be used as a vehicle to launder money?

Will people ever receive spam emails from African Royalty stating they will receive large sums of money in return for transferring domains needed to publicize the campaign against Saddam / Quadafi / Mobutu / Idi Amin?.

Will parking companies be able to provide “instant, unique, search engine indexable, rich content, rich media, contextually relevant, well-monitizable websites” for all domainers that plug into their network, instead of drab parked pages?

Will there ever be rules governing cybersquatting / typosquatting that are precise and easy for laypeople to understand and follow? Will there ever be a process that prevents many of the infringing names from being sold or being improperly utilized in the first place? Will there ever be safeguards against predatory actions against non-infringing domain owners?

I wonder.

A Rhetorical Domaining Future is a post from: SEMpdx