Optimizing Your Business Listing for Local Search Supremacy

If I was to take a crack at Google's local search algorithm and reduce it to a Layman's equation, it would perhaps look something like this:

Ranking = Location + Information + Corroboration + Input + X

Understanding these variables is a critical part of successfully marketing your business online. SMB's have just two meaningful representations in the local search space: a website and a business listing or "LBL". I'm dismissing social media presence because it is primarily a representation of a single user rather than what we conceive as a traditional brick and mortar business -- functioning as more of compliment to website SEO anyway. The latter of the two local search presences is worth discussing in detail.

 

Business listing optimization and improving your "findability" in the local search space is the hot market right now. Local search is mainstream. And If you're not already convinced of this, all you have to do is measure the real estate Google allots to their Map-packs (listings that appear adjacent to the large map of business locations) in the universal results - on many screens almost pushing the index-based results below the fold -- the 7-pack being the most frequently seen. Last year, the major engines saw a whopping 2.6 billion local searches conducted per month1.

 

But surprisingly, only about 11% of SMB's have even claimed their business listings. And roughly 25% of the existing NAP (Name, Address, Phone Number) representations floating around online are incorrect. These NAP's appear primarily in local results. To be more specific, local results are the product of online consumers looking to find qualified local businesses, by entering "top of mind" keywords, phrases and geographic modifiers on major search engines, IYP's (Internet Yellow Pages) and other online directories.

 

Let's take a look at the anatomy of a local search results page and see where local business listings fit in. For this example I did a Google search for "cleaners boston ma"...

With this kind of first-page exposure for local listings, there is a reason they call it the Lucky 7. For any local search, the major search engines (e.g., Google Maps, Yahoo! Local, Bing Local) all use their own "black box" algorithms to deliver results they determine are most-to-least relevant. From what I can tell, the 7-Pack algorithm is mostly based on the Maps algo, but also has a layer of Universal on top of it. From extensive research in local search optimization, I've found a handful of factors that influence rankings.

Ranking Factors: What Determines the Ranking Results in Local Search?

Back to my equation: Ranking = Location + Information + Corroboration + Input + X; X being defined as the consistent unknown and ever-evolving factor contributing to the unpredictability we see in results. The definition of X might as well be stored in the same vault as the Coca-Cola recipe. The other criteria of the local search equation are better understood.

1. Location: Distance from "Centroid" (the geographic center of the area searched) - the closer your business is, the higher you rank -- well kind of. This factor has been reduced in weight recently as in many cases relevancy has been proven arbitrary to fixed geographic center points. However new geolocation tools based on user IP addresses and mobile apps delivering hyper-local results could have future implications on this location factor. At a minimum, claim your basic listing and make sure business name, address and telephone numbers are accurate and complete to take advantage of this location factor. Only a few days ago Google updated their Maps and Local Business Center to include expanded areas served and location settings - this being particularly important for service-orientated businesses targeting customers outside their established locale.

2. Information: Listings containing more robust information and links rank higher in results (e.g., a website link, keyword-rich content, media, etc). Enhance your listing with keyword-rich content targeting the top keyword phrases prospective consumers may use to find you. Consider using variations of the most popular terms like "painters" and "painting". Listing "brands carried" is a good way to target popular keywords. Businesses with product/service keywords in their LBL title get an extra boost (some businesses actually change their name specifically for this reason). Run some tests using Google Analytics available in the GLBC (Google Local Business Center) to narrow down your keyword focus. Be sure to add media to your listing: a company logo and multiple store/product photos go a long way - video is a bonus. I also suggest supplementing your listing with as many "extras" as possible. One example would be adding a custom coupon, which is available on many IYP sites. Many of these "extras" may not directly influence ranking, however if they can successfully draw clicks/conversions they are certainly worth adding.

3. Corroboration: How many other local search engines or directories have your same listing published? Each time the information contained in your listing matches the NAP and description on other "relevant" sites, your listing gets a "citation" (award) -- the more citations you have, the higher your business ranks. This corroboration between relevant sites builds trust, and the trust factor is critical to high-ranking. Build out your LBL with enhanced content on at least one site, and use this as a template to manually distribute your information to as many relevant sites as possible (see my list of notable sites below). Remember, online local consumers are fragmented -- the use of robust, broad content distribution will maximize reach. Here's an example of a business with multiple citations.

4. "Objective" Consumer Input: How many consumer reviews/ratings or other sources of user input does your business have on "relevant" sites? How many are positive/negative? To maximize citations and achieve the highest possible ranking you need to get as much positive feedback as possible. Encourage your happy customers to go online and give you a positive review on multiple sites. Here are four easy tips on how to get more reviews. Be aware that Google favors citations differently across various industries so it is important to solicit reviews on sites specific to your vertical. The top three review sites for restaurants (based on Google citations as of today) are Citysearch, TripAdvisor and Zagat, while businesses in the service industry are benefiting mostly from Citysearch, InsiderPages and Kudzu. And yes, Google recognizes unique and non-unique URL's within the review section - so don't think you can get carried away with rating your own business.

Negative ranking factors: Avoid using an 800# or multiple phone numbers across listings for tracking purposes (consistency in NAP is key); non-local area code; use of a P.O. Box; multiple LBLs with same phone number and/or DBA and/or address; stuffing geo-targeted keywords into non-related categories or fields; high percentage of bad reviews.

 

To avoid getting bogged down with explaining the step-by-step process of claiming your business, I'll point you to a recent blog on that very topic: How To Claim Your Google Maps Listing. You can start with your Google Maps listing and in a similar fashion work your way through the roughly 100 other search engines, IYP directories, maps, mobile sites and niche local/social sites. And yes, this is a laborious process which requires time and some web expertise - prior SEO knowledge a plus.

 

Below is a list of the more notable sites to submit your business to. I gave link juice to the sites I particularly like.

 

Local Maps:

Google Maps, Yahoo Local, Bing Local, AOL Local, Ask Local, Platial

Local Listings Sites:

Citysearch, InsiderPages, MerchantCircle, Yelp, Cityvoter, EZlocal, Yellowpages, YellowBot, Yellowbook, Manta, Best of the Web, Superpages, Hotfrog, DexKnows, CitySquares, Kudzu, Brownbook, OpenList, GetFave, Judy's Book, Angieslist, Switchboard, AnyWho, InfoSpace, ServiceMagic, TripAdvisor, UrbanSpoon, Zagat, VirtualTourist, Praized, Local, Tupalo, DiscoverOurTown, Tyloon, Mojopages, Genieknows, Wcities, Metrobot, Magic Yellow, Whitepages , 411, AssistGuide, Topix, Menu Network, Decidio, Go2

Mobile Check-in Apps:

Foursquare, Gowalla, Twitter Places, Loopt, MyTown, BrightKite, Facebook (soon to be released 'place' feature)

Passive Submission Sites:

Localeze, InfoUSA, Acxiom, iBegin, EZlocal, GetListed

 

Tip: Create a spreadsheet to keep track of usernames and passwords used with each respective site. Comes handy when the time comes to update your information.

Even after you have built out a robust business profile and painstakenly gone through the manual submission process, page one ranking is never a lock. Unlike more traditional local advertising methods (TV, radio, yellow pages), guaranteeing placement in local search is nearly impossible. Local search engines hold their proprietary search logic "close to the vest" so businesses cannot easily game the system. For the very same reason they also change the rules often. And just like us, their logic isn't perfect.

In short, local search engines are a prominent, and increasingly popular component of the local search landscape. And factors like regency, accuracy, "certificate of trust" and depth of content are the critical elements to supporting a business' image, increasing "findability" and generating qualified, ready-to-buy local customers.

Here are five exceptional sources related to local search:

David Mihm's Local Search Ranking Factors

Andrew Shotland's Local SEO Guide SEO QA

Chris Silversmith's Anatomy & Optimization Of A Local Business Profile

Matt McGee's 10 Likely Elements of Google's Local Search Algorithm
James Cordes' Top 5 Sites Picked Up by Google's Local Business Center

If I've missed any notable submission sites or any specific local SEO tricks of the trade, feel free to add your thoughts. Thanks :)

Top 10 AdSense Tricks To Boost Your Commission

Google AdSense is fast becoming the preferred way for people to earn an income online. Forget eBay and multiple affiliate programs - Whether you are a work-at-home mom trying to make a little extra cash or an Internet entrepreneur with hundreds of monetized websites, AdSense is truly the easiest way to earn money.

Simply sign up for a free account, grab your ad code and paste it in your site. But here's the amazing thing - no matter how much money AdSense is making for you right now, a few simple tweaks can increase that amount considerably. And I should know, after learning about these tricks, I more than doubled my AdSense commissions!

The self-proclaimed AdSense gurus and experts are sharing this insider knowledge, for a fee. You can learn all these secrets from them, as long as you buy their e-book, sign up for their seminar or purchase their newsletter. But I'm going to share all their AdSense tricks for free. Here they are:

1) Color code your ads to match your web site palette *exactly*. Don't use frames around your ads. Instead, in the AdSense code generation interface, make sure you choose the same color as your page background for the ad frame and the ad background.

When choosing the ad heading colors, match them to the *exact* color of your page headings. Use the exact same ad background shade as your page background. Use the exact same ad text font and color as the text on your pages. You can see an example of this color-matching on my search engine advice blog notice the 4 link ad unit and skyscraper text ad unit on the left hand side under the headings Ads by Google as you scroll down the page? The link and text colors are identical to the color palette used throughout the rest of the page.

Near enough is NOT good enough. If you can't quite get the color matching right, use Google's built in color palette together with the RGB to HEX or vice versa color converter on this page. That handy little tool was a life saver for me.

This is probably the one single tweak that made the most difference to my commission levels.

2) Try not to use the traditional horizontal banner style or leaderboard image ads because people are blind to them.

3) Use Google's own AdSense optimization tips and visual heat map to assist you in deciding where on your page to place your AdSense ad code.

4) Research competitive keywords using a keyword research tool such as Keyword Discovery or grab a list of the most popular keywords from various sources and use them in your web site pages where relevant. This article is a good source of frequently searched keywords. Targeting popular keywords should trigger AdSense ads on your pages that utilize those keywords. The more popular the keyword or phrase, the higher AdWords advertisers are generally willing to pay per click for it so the higher your commission on those clicks.

5) Incorporate the AdSense code into your page so that the ads look like a regular part of your site. You can see an example of this on the Internet Dating Stories site where link ads are incorporated within the regular left hand navigation of the site under the heading "Feature Links".

6) Use Google's new 4 and 5 link ad units wherever possible. They seem to have a much higher Click Through Rate (CTR) than regular ad styles. You can view all the AdSense ad formats here.

7) Place arrows or images next to your ads to draw attention to them. You can see two different versions of on this search engine article library page at the top (where a pointing hand directs your eye to the ad) and the bottom where 3 images draw your attention to each of the three AdSense ads.

8) Use the full allowance of multiple AdSense ads on each of your pages - 3 regular AdSense ads, plus 1 link unit. Use careful placement of these ads so they blend into your site and don't distract from your content. Clever use of this allowance can be seen on this page about bad Internet dating stories where you see:

- 1 horizontal 4 link ad unit towards the top of the page under the first paragraph
- 1 vertical skyscraper text ad unit about halfway down the left hand side under "Sponsor Links"
- 1 vertical skyscraper image ad unit down the left hand side under "Sponsor Links"
- 1 horizontal text banner unit at the bottom of the page with images above each ad to draw attention to them.

You can also include 1 AdSense referral button in addition to the 3 other units.

9) Tailor your page content to a particular niche or focus. Page content that is tailored towards a specific theme is more likely to trigger AdWords ads that closely match the content and are therefore more likely to interest your visitors and inspire them to click. Don't create pages merely for the sake of placing AdSense ads. Visitors (and search engines) can see through this ruse in an instant.

10) Use custom Ad Channels for each of your ad placements, for example, "Top 5 Link Unit Blue Palette" or "Left Side Navigation Image Skyscraper" etc. Tweak, track and measure the success of each of these custom channels so you know what gives you the highest CTR. Some ad formats and colors will work better than others, but you won't know which until you test, test and test some more!

What to Know About Weight Loss Products

There are a lot of weight loss products that offer that fast weight loss results, however, are these really guaranteed? Could these products live up to their assurance of a fit body?

In US, there is an estimated 50 million people who try to lose weigh, unfortunately, only 5 per cent are successful. One thing's for sure, beware of fraudulent claims and extreme high cost because there is no magic to losing weight.

Samples of weight loss products in the market nowadays:

� Diet Patch � this was already removed since 1990抯 by FDA since they were proven ineffective.
� Magnetic Diet Pills � allegedly flushes out fat, but not.
� Guar Gum � causes internal obstruction.
� Electrical Muscle Stimulators � no proven effect.
� Eyeglasses that Suppress Appetite � These claims that the projected image on the retina decreases appetite. No proven fact.
� Weight loss earrings � through acupuncture, suppresses appetite.

There are also examples of weight loss products:

Diet drinks that are mixed with beverages or food are used as meal substitutes. A downside of this is that once a person stopped taking the drinks, they would eventually regain the lost weight after a short period of time due to feeling of emptiness in the stomach. Another is diet supplements and medicines that also don抰 work long-term. Over-the-counter pills that compose of phenylpropanolamine hydrochloride may raise blood pressure and palpitation. Ephedra on the other hand can cause serious side effects such as heart problems, seizure, stroke, and even death. E.g.:

� Herbalife Nutritional Program � good as two meals, dieters may rely on shakes and follow artificial dieting methods and just don抰 want food to work into their lives.
� Mega-Thin 100 Formula � Its formula contains an anti-fat weapon, however, diet is not emphasized that抯 why it抯 concluded that it has an appetite suppressant.
� Nestl閽s Sweet Success � recommended to take three times a day and it does not promote healthy eating habits. Weight loss is difficult to maintain once intake is stopped.
� Ultra Slim Fast � this plan requires regular exercise but does not teach good eating habits.
� Diet pills with Ephedra and PPA � many of these have enclosed diet plans. Slimming can come from the diet plan and not the pill intake and there are risks of adverse side effects.
� Chitosan products � contains fibers which were taken from shellfish that may cause diarrhea, bloatedness, and gas. This will only work if a low fat diet is practiced.
� Chromium Supplements 朿laim that products will lower blood sugar, body fat and cholesterol but causes anemia and even memory loss. Studies show only minimal or no beneficial effect at all.
� Green Tea Extract Products � known as strong anti-oxidants that help lower cholesterol and triglycerides, and promote weight loss, however, the caffeine content could cause insomnia and restlessness.
� Algae Tablets - Spirulina contains significant nutrients that can be an acceptable food when used as part of a varied diet but are very expensive.
� St. John's Wort Supplement - Claims that it will suppress appetite and promote weight loss but it could lead to gastrointestinal discomfort, tiredness, sleeplessness, and arouse allergic reactions.
� Glucomannan Products � claim that two capsules before each meal decrease food absorption. Known as food thickeners but not yet proven safe or effective. Weight loss will only happen if good diet plan is followed.

Even if you plan on using over-the-counter weight supplements or even participate in a weight loss activity, the verdict is that you still have to eat fewer calories than you burn to lose weight. When choosing a weight loss product or program, collect as much information as possible.

Nutrition Notes on Weight Loss Supplements

More and more spend hundred and even thousands of dollars yearly on weight loss supplements in the hope of speeding up their metabolism. The main desire is to be attractive and accepted but it is becoming a more difficult goal to achieve. The fitness industry is booming but still a lot of people are unable to cut those fat in spite of all the exercise and diet efforts. In America, more than sixty per cent of adults are overweight and thirty per cent are considered obese. This is because: one, a lot of weight loss products promises unrealistic goals; two, dietary supplement manufacturers rely on the overweight person抯 failure to survive; and three, the information about the supplements in the market are just written by themselves just to make a sell.

Although the Food and Drug Administration has successfully banned illegal marketers, some products are still available. Consumers can be deceived of the labels which claims caffeine or ephedra fee not knowing that these supplements composes of other ingredients that may pose the same health risks. These include heart and digestive problems, headaches, insomnia, and even psychological side effects.

Other supplement manufacturers say that their products contains EGCG which is a phytochemical ingredient found in green tea. This so-called component claims to speed up metabolism but in reality poses to reduce the risk of cancer. Some studies denote that it could slightly increase the potential to burn calories and now can be found in many weight loss supplements. It has good points on the other hand since the body might conform to EGCG after a period of time. Eve the weight loss benefit could sum up to 60 to 70 calories a day. This helps prevent excessive weight gain.

A few other significant effects of weight loss supplements is that it may contain ingredients that makers claim will prevent the absorption of carbohydrates. One good example is Chitosan, which appears most promising, which in fact shows no positive result in fat absorption. It could even take up to seven months for men to lose just a pound of body fat and for women, there is no fat loss at all. Thyroid supplements act as thyroid replacements help regulate and optimize the thyroid at a higher level. This they say makes the body feel like a couch potato and won抰 perform the job it has to.

Since the number one reason why people eat is because they feel hungry, there is another type of ingredient that manufacturers made which increases the feeling of being full and decreases appetite, Guar Gum. However, recent studies show that it has no meaningful benefit at all to weight loss. It is ironic that manufacturers mix Psyllium that has the reputation of reducing eating and aiding weight loss for initial studies so far do not support this claim although it helps control blood cholesterol and sugar.

One of the latest innovations in the fat loss industry is by way of skin absorption. There抯 a Cutting Gel, which is an epidril product by far the best selling in fat loss creams technology. Rub it where you want the fats cut. For now, it will seem safer to advise the age old remedies to excessive weight gain and that is to invest on walking shoes instead of diet supplements, go to the park and do brisk walking, go to the gym, and have a well balanced diet instead.