© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

The Ongoing Evolution of Google™

“Google Goes Local”

Presented by Sheena ShiveProgram Manager, Multifamily

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Agenda

• “Google Goes Local”

• Deep Dive: Google Places

• How to claim your properties Places Pages

• Features overview

• Questions

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Google last year

Map Listings

Paid Listings

Organic Listings

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Google now in battle for local

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Surpasses Google in ‘time spent’ on site domestically

US market share grew to 28%

Grown to 41 million users per month

Rejects Google's $6 Billion offer

Business

New search features

New local properties

New local search results – Places

New mobile search & apps

U.S. Local Online Ad Spend

$15 Billionin 2010

Growing to

$37 billion

in 2014

Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider

Multiple strategies to grow its share of local consumers

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

New local search resultsSo consumers rely on Google for local search info

PageRank™ algorithm updated to better help consumers find a local business

Now predicts a local query and displays all local business listings

Reviews provide indicator of quality

Map now top right and stays there – map pin now same as organic rank

Much more info on each listing

Paid ads

Place page link to Google’s detailed profile of the business

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

New local search results (cont’d)

So consumers rely on Google for local search info

Preview of website

Location on the map

Picture from Place page

Reviews

Easy 1-click preview of website

More detailed listings helps consumers choose a local business

Address & phone number

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

How soon until it impacts Quality Score for AdWords?

SOCIAL AUTHORITYREPUTATIONCONTENT & LINKS

New local search results (cont’d)

+

Inbound Links

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Social Pages

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Fans & Followers

Prominent Organic Rank

Site & BlogGoogle

Place Page Reviews

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Changes to PageRank algorithm to improve quality of local listings

Social Bookmarks

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Google Places

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97% of consumers search for businesses online

Places Page reach millions of users, quickly and at no charge to businesses

A profile includes: location information, directions, reviews, photos, business categories, and more about your properties

Optimize the content within your Place Pages to rank higher in the organic listings

Facts

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Navigate to: http://www.google.com/places/

Sign in with your Google Account (if you do not have one, create an account from the sign in page)

After you are logged in, you will need to enter your primary business phone number to see what information Google already has about your business

Enter in your basic business information

Verify your listing with Google (via snail mail and phone)

Time to optimize your page, manage your reviews and monitor your analytics!

*For step by step instructions and tips email sheena.shive@reachlocal.com to set up a meeting

How To Claim Your Places Pages

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Google Places Features

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Reviews Feature

Customers can place reviews directly on your place page

Tip: formulate a strategy to mobilize happy residents!

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Reporting Dashboard Features

Displays impressions and actions

Displays sources of user clicks

Top search queries used to display place listing

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Offer Feature

Build custom offers to those who find you online

Print offers for potential residents to bring in when visiting

Customize offers to appeal to mobile searchers

Post offers that are appealing to potential residents such as waived application fees, one month free or free parking space with lease!

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Photo & Video Features

Upload photos to show off property features

Display a video to create a quick view of property amenities

Fact: google also adds photos gathered from web search results and other sources

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Googles long term vision may include the following:

Providing consumers with more personalized, relevant local results

Giving consumers more ways to rate, discover and share places they love (or hate) faster and easier than ever, wherever they are, and on internet enabled device

Local search results are changing, what you need to do:

Claim and update your Place Pages

Proactively update check your Places Page dashboard and features

Invest in content marketing and social media marketing

Build a positive reputation by requesting reviews on your Place Pages and across the web

Maximize search discovery and reputation management by dominating search results “real estate” - a combination of paid search, Google Places, and SEO/content marketing – this effort is known as Web Presence Optimization

Let’s Recap and what you need to do?

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

What can ReachLocal help you with?

Search Engine Advertising

Social Reputation

Brand Awareness

• Drive traffic directly to your site through the paid listings.

• Guarantee you placement on major search engines and help you measure your results.

• Fully manage social media and content marketing that helps drive: search discovery, social discovery, reputation management and brand engagement.

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ReachLocal can help with a Web Presence Strategy: Buy Presence, Build Presence, Convert Customers

• We help consult with our clients to claim & optimize their Place Pages and put together resident advocacy programs.

• Through display advertising build awareness across the web for your brand.

• Through remarketing, retarget consumers who have shown interest in your property. Remind them of your brand, and drive them back to your site.

Sources: InsightExpress, Performics

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Questions?

Contact me for tips on claiming and optimizing your Places Page:

sheena.shive@reachlocal.com

972-267-2222 x120

© 2011 ReachLocal, Inc. | 3.02© 2011 ReachLocal, Inc. | 3.02

Some good resources

Looking Ahead: What’s Next in the Evolution of Local Search by Eric Enge (1.03.11)http://searchengineland.com/looking-ahead-whats-next-in-the-evolution-of-local-search-59766

Anatomy & Optimization of a Local Business Profile by Chris Silver Smith (12.17.07)http://searchengineland.com/anatomy-optimization-of-a-local-business-profile-12943

Local Search Ranking Factors by David Mihm (6.07.10)http://www.davidmihm.com/local-search-ranking-factors.shtml

Search Gets Social: Google Using Social Data in Ranking (1.05.11))http://blog.getreachcast.com/42572/2011/01/04/search-gets-social:-google-using-social-data-in-ranking-.html

4 Compelling Reasons Every SMB Should Claim their Local Listings (12.19.11)http://blog.getreachcast.com/28712/2010/11/30/4-compelling-reasons-every-smb-should-claim-their-local-listings.html

Keeping Up with Google Part 1: The Rapidly Changing World of Search Discovery for Small Business (12.10.10)http://blog.getreachcast.com/32274/2010/12/08/keeping-up-with-google-part-1:-the-rapidly-changing-world-of-search-discovery-for-small-businesses.html

Keeping Up with Google Part 2: 4 Critical Things Small Business Should Do to Keep Up (12.15.10)http://blog.getreachcast.com/33264/2010/12/10/keeping-up-with-google-part-two:-4-critical-things-small-businesses-should-do-to-keep-up-with-the-changes.html