Dream Systems Media SMX West 2010 Speaking Schedule

I am speaking at SMX West

A couple of us from Dream Systems Media will be speaking at SMX West, and we are pretty excited about it.  Myself and David Mink are going to be speaking on a combined total of 4 panels.  They are some awesome subjects with some even cooler speakers!  Here is a run down of our speaking schedule.  We are very excited to be speaking with some of these other awesome speakers!  We are also very thankful that our 3rd team member Andy Melchior will be holding down the DSM fort for us while we are gone!

Matt Siltala speaking schedule:

Local & Mobile Search Track

Mobile Search Apps & Opportunities – Away from your computer, but need to search for something? There’s a smart phone app for that! More than 100,000 for the iPhone, 20,000 and growing for Google’s Android. This session looks at popular search apps on different devices, how they gather data and opportunities they offer to search marketers.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Q&A Moderator: Will Scott, President, Search Influence


Cindy Krum, CEO, Rank-Mobile
Michael Martin, SEO Director, Resource Nation
Bryson Meunier, Associate Director, Content Solutions, Resolution Media
Matt Siltala, President, Dream Systems Media

Overlooked Opportunities Track

Universal & Blended Search Opportunities – When Google introduced Universal Search in 2007, it sent shockwaves through the search marketing community. The typical reaction: “How can my optimized content rank when local, news, video and images results are pushing it off the SERPs” The simple answer is to optimize multiple types of “web assets” in addition to the text on your web pages, and you’ll often get more exposure on search result pages. Though the answer is simple, the SEO techniques to achieve the desired result usually aren’t. This session looks at the state of Universal search today, and how to leverage different types of content to gain maximum advantage.

Moderator: Jennifer Laycock, Social Media Strategist & Editor-in-Chief, Search Engine Guide

Q&A Moderator: Ian Lurie, CEO, Portent Interactive


Eric Papczun, Vice President of Client Services, Performics
Matt Siltala, President, Dream Systems Media
Jiyan Wei, Director of Product Management, PRWeb

Social Media Track

60 Minutes Per Day For Social Media Success – Got a small staff? Just don’t have a lot of time? This session looks at how to succeed with social media marketing by spending an hour per day — or less! Tools and techniques to keep you from feeling swamped in the social media quagmire.

Moderator: Jennifer Laycock, Social Media Strategist & Editor-in-Chief, Search Engine Guide

Q&A Moderator: Will Scott, President, Search Influence


Jennifer Laycock, Social Media Strategist & Editor-in-Chief, Search Engine Guide
Matt Siltala, President, Dream Systems Media
Chris Winfield, President, 10e20

Dave Mink Speaking Schedule:

Moderator: Jeffrey K. Rohrs, Vice President, Marketing, ExactTarget

Q&A Moderator: Chris Silver Smith, Director of Optimization Strategies, KeyRelevance


Eric Goldman, Professor, Santa Clara University School of Law
David Mink, Chief Legal Counsel, Dream Systems Media
David Naffziger, CEO, BrandVerity
Debra Northart, Director, Special Projects/Marketing, WebVisible, Inc.

SMX Session Notes: Up Close With Google AdWords Quality Score

Up Close With Google AdWords Quality Score – Google’s quality score remains a mystery to many marketers, plus Google keeps changing when and how it is used. This session takes a fresh look at the current state of quality score, how it is implemented and tips on using it to your advantage

Moderator: Matt Van Wagner, President, Find Me Faster

Q&A Moderator: James Zolman, CEO, semvironment


Addie Conner, Director of Search Marketing, Course Advisor Inc.
Craig Danuloff, President, ClickEquations Inc.
Nicholas Fox, Business Product Management Director, AdWords, Google Inc.


Addie Conner, Director of Search Marketing, Course Advisor Inc.
Topic: Fact vs. Myth with Google Quality Score

  1. There is a different CPC forumula if you are the only advertiser on the page? Fact.
  2. Quality score is lost once you  make changes? Myth, QS is changed, but not lost.
  3. Match type impacts QS. Myth.
  4. Conversion rate impact QS? Myth.
  5. Ad Rank QS included landing page quality? Myth.
  6. Certain tuypes of site/business models carry a quality score penalty? Fact.  There is a Google FAQ about this.  There is a penalty, but not a blacklist.
  7. Long tail keywords are given lower quality scores? Myth.
  8. It takes two weeks for Google to determine quality score? Myth.  QS is a real-time factor and QS is determined really based on the amount of clicks your campaign is getting.  A campaign getting 10 clicks a day takes longer to build a QS compared to an account that gets 100k clicks a day.
  9. Absolute CTR is the most important QS metric? Myth.  CTR relative to others is the most important QS variable.  You need to compare relative to other in the auction at that rank, this accounts for 95% of your QS rating.
  10. QS is carried over to a new account if kw/creative all stays the same? Fact.
  11. Landing page quality score is tiered? Myth.  Landing score QS is binary.
  12. Quality score is the most important optimization method? Myth, what really matters is ROI.
  13. You can help gain higher QS though high bidding? Fact.  Bidding high can put your ad in a position to increase your QS, but bidding high in and of itself will not help.

End Addie.

Craig Danuloff, President, ClickEquations Inc.
Topic: Quality Score (QS) (duh)

Ad rank formula: Bid x QS = Ad Rank.  Working quality score is just as important as raising your bid.  Having a high quality score will allow you to rank righer while paying less, thus netting you a greater ROI on each and any campaign.

Check out the campaign impression share report in Google to get an idea of how bad your ads are within the target search market.  If your ads are not showing 70% of the time, than people typed keywords that you have bought specifically, but your ads are not showing because your QS is so bad.

There are many Quality Scores and QS is figured in real-time during a search:

  1. Keywords QS.
  2. Ad Group QS.
  3. Account History QS.

What QS should you start to shoot for: seven (7).  Seven is the mark showing that if you are below seven you are probably penalized, while above seven you are probably benefiting from QS.

Final thoughts:

  1. QS is very important.
  2. There are clear steps you can take to improve QS.
  3. Advertisers should demand more clarity.

End Craig.

Nicholas Fox, Business Product Management Director, AdWords, Google Inc.
Topic: What Makes a Good Quality Score?

Defining Quality:

  1. Relevant
  2. Reputable site
  3. Honest page
  4. Specific page
  5. Fast loading page
  6. Trust for landing page

The bulk of quality is the CTR.  Click through tells them that everyone that looked at that ad thought it was this % important.  We try to capture things beyond the CTR, but it by far matters the most.  Quality score is then combined with the advertisers bid to rank that ad in PPC.

What we can do as advertisers:

  1. Key point is to focus on the user and think about what users would want.
  2. Keywords:
    1. Thing about what the user would search for.
      1. Diamonds is better than diamond for jewelers.
    2. Keep keywords to 2-4 words in length.
    3. Don’t use to many keywords: 10-15 per ad is about right.
  3. Creative:
    1. Invite the user to do something; be compelling!
    2. Be specific.
    3. Be transparent about what he user will get.

Match types have no effect on quality score (QS), ad position does impact quality score, QS does not suffer when your ads are not showing, ad conversion rate does effect your QS.

Summery: Focus on your users and your customer (come on, please get more specific then that!)  Go to: www.google.com/domorewithless

SMX Session Notes: Tapping Into Image Search

Tapping Into Image Search – Images aren’t just worth a thousands words. They could be worth thousands of visitors! This session looks at ways to turn your images into traffic, with a special look at Flickr.

Moderator: Matt McGee, Assignment Editor, Search Engine Land


Eric Enge, President, Stone Temple Consulting Corporation
Kaushal Kurapati, Director of Product Management, Yahoo! Search
Peter Linsley, Product Manager, Google Inc.
Matt Siltala, SEO and Owner, Dream Systems Media
Chris Silver Smith, Director of Optimization Strategy, KeyRelevance


Eric Enge, President, Stone Temple Consulting Corporation

Eric Enge Speaking at SMX
Eric Enge Speaking at SMX

Topic: Image Search Volume

Showed image if eye track results showing standard top left focus from heat map.  The pattern totally changes when you have a blended search result.  The image map shows that peoples eyes will be pulled to your image, even when not in the #1 position.

Case Study on VisualDX Health:

  1. Primary product is pictures of health problems and deceases.
  2. Site is image centric.
  3. Site is informative for users to learn about their health problems so they can discuss them with a doctor.

Site was getting about 1,400 visits a day, 49 image search visitors a day.  Site was optimized in 3 steps.

  1. Eliminated URL parameters to make SEF URLs.  Moved image parameters into cookie.
  2. Eliminated a major duplicate content issue that was hurting the site.
  3. Made each HTML page represented by one URL.
  4. Added ALT attribute to all images.


  1. Traffic to 4,700 uniques a day, image search up to 200 per day within a month or so.
  2. Up to 12k uniques a day, 3,000 a day on image search within month after.


  1. Always include the word “image” or “picture” in the alt as people search using that.

Kaushal Kurapati, Director of Product Management, Yahoo! Search
Topic: Yahoo Image Search

Kaushal Karupati, Yahoo!, Speaking at SMX
Kaushal Karupati, Yahoo!, Speaking at SMX

Image search is the 2nd biggest search property for Yahoo.  Gets shown in multiple networks, Flickr.  Offers unique features such as visual search assistant and users go deeper than traditional web search when looking at images.  “Users tend to go very deep.  I have seen users going 30 pages deep to find the right image they are looking for.” Kaushal Kurapati.

Yahoo has offered a few new features of search recently, including explore related concepts in the same lateral that is offered at the bottom of Yahoo Image Search.


  1. Hundreds of million of images on Flickr.
  2. Regular feed from Flickr into Y!
  3. Traffic flows back and forth.
  4. Private data not indexed.
  5. Offers no preferential treatment to an images in search.

To help images get indexed in Y! you should make sure to include page meta data: titles, tags, anchor text, etc. related to keywords of image.  You should also use a descriptive caption with surrounding text related to keywords.  Also use a time-date stamp and remember that IMAGE QUALITY MATTERS!

Peter Linsley, Product Manager, Google Inc.
Topic: Google Image Search

Peter Linsley, Google, Speaking at SMX
Peter Linsley, Google, Speaking at SMX

Image Searchers search quickly and they search deeply.  They have a unique search behaviour and offer broad exposure to searches.

How does image search work:

  1. Discovered from web pages.
  2. Crawled, Classified, Indexed.
    1. Take into consideration the page text and text around the image when ranking.
  3. Duplicates and Referring pages.
  4. Ranked based on many signals.

Best Practices:

  1. Focus on the user.
    1. Think about clarity, size, domain on images, cut, image shape, background, comments, etc.
  2. Place the image above the fold on the page.
  3. Use high quality images.

Use the following resources: Google web search help forums and official Google blog.

Matt Siltala, SEO and Owner, Dream Systems Media
Topic: How to Make and Image Worth $1000.00

Matt Siltala, Dream Systems Media, Speaking at SMX
Matt Siltala, Dream Systems Media, Speaking at SMX

Remember the Janet Jackson football half-time image of her “outfit problem.”  Mat was able to turn that into a very interesting case-study.  He found that thousands and thousands visitors were hitting the page when he posted the image just after the super bowl.

How to get image indexed and ranked:

  1. Name images with keywords.
    1. Use the proper tags in title, alt, meta, etc.  The file name is really important as well; name something related like: keyword-name.jpg.
  2. Describe the photo in Flickr so there is something for Yahoo and Google to get information about your images from.  This will help rankings in related searches.
  3. Wrap your images within text that is relates.  You want to totally surround the image in related text.
  4. Use image captions as a way to load with images with keywords that you are targeting.  WordPress offers a new features to insert a caption when uploading the image.

Where to use your images:

  1. Squidoo.
  2. Within blog posts.
  3. StumbleUpon.
  4. Twitter / Twitpic

Chris Silver Smith, Director of Optimization Strategy, KeyRelevance

Chris Silver Smith Speaking at SMX
Chris Silver Smith Speaking at SMX

Topic: Search Suggestions for Best Image Engines and Value for SEO and SMO Sharing Sites

Flickr is by far the most beneficial image sharing website on the internet.  Next in line is Photobucket, PBase, Webshots, 23, Fotki, MySpace, Facebook (in that order).

How to optimize images within Flickr:

  1. Title
  2. H1
  3. Captions
  4. Tagging
  5. Cross-grouping
  7. Sharing
  8. Alt Text
  9. Optimal linking hierarchies
  10. Date taken and page views displayed
  11. Interestingness algorithm

You also want to make sure you have good quality images to use.  The better the image, the more views it will get, and this helps it get ranked higher, etc.

Once you have a great image then you want to share it with others, as many as you can.  Allow bloggers, journalists, etc. to use them, as long as they credit you and link to your image.  This not only helps your image rank, but build lots of links for your website.  Chris recommends adding a Digg note to your image and to Digg the image yourself.

Companies using Flickr:

  1. Ford
  2. Whole Foods
  3. Nikon as a paid partner
  4. Make Magazine
  5. Urban Outfitters

End of Notes for Speakers.

Question and Answer Session:

Q: What makes an image high quality or good?
A: Image size, user views, image resolution.

SMX Panel – What is new in social media?

Brent Csutoras: What has changed with existing platforms?

SMX: What's New with Social Media Panel
SMX: What is New With Social Media

Reddit. In the last 6 months they have released sub reddits. These are like categories. If you are not logged into Reddit the frontpage will automatically show you the top 10 reddits at any given time. Please note which categories are appearing on the homepage when people are not logged in.

Digg. The recommendations section has come about in the last 6 months. They have not made many changes, because their latest round of funding has stipulated that they are profitable this year. Therefore, they are not experimenting and rather are focusing on sales.

Stumble Upon. Stumble Upon is going away from the tool bar. Stumble Upon has grown substantially in the last few months. Brent recommends using the Beta version. They have a new partner network – so you can get your platform or company on to it.

buzz. They are now featuring 3rd party sites. They are only featuring a couple hundred corporate level sites.

wykop. Polish social media site, that sent a lot of traffic for Brent over to a digg story he was behind.

General practice – weak tactics are no longer working to get front page stories. Today, all of these sites are focusing on banning users that attempt to use some weak tactic.

Gab Goldenberg:

Recommends you read Dan Zarella’s blog – I am sure I will check it out. I found it useful that Gab pointed out that you should have a writing style and recommended news, humor, and opinion style writing seem to work best for getting traffic according to a survey on Dan Zarella’s blog.

Gab released a tool called Internal Link Building (similar to Wikipedia).

Chris Bennett:

Chris Bennett talking at SMX
Chris Bennett talking at SMX

Re-recommended Stumble Upon for massive traffic. Chris asks “what is your purpose” within social media? Links, branding, exposure? After you have pinpointed your purpose you must now choose the right social media outlet to achieve your goal.

Now, you have to come up with a story line. Chris recommends you see which stories have already made it popular on these networks within your targeted industry.

Recommends considering info graphics because readers love them. They can take interesting but complicated subjects and boil them down to a visual graphic that people like.

Obviously, Chris recommends using his tool, Social Media for Firefox, to help you get involved more heavily in the social media world.

SMX West Session Notes: Legally Speaking

Follow me on Twitter for micro updates: @atraine.

Legally Speaking: Recent Legal News About Search – What’s up with legal issues and search engines? That’s what this session is about – filling you in on the always changing developments. From click fraud to copyright to privacy, this session will hit all the major areas that are seeing legal action. Sit back – court is in session!

Moderator: Sarah Bird, General Counsel, SEOmoz.org, Inc.

Q&A Moderator: Barry Smyth, Director, Search Strategies


Travis Crabtree, Member, Looper Reed & McGraw, P.C.
Eric Goldman, Professor, Santa Clara University School of Law
David Mink, Chief Legal Counsel for Dream Systems Media, Dream Systems Media

Travis Crabtree Speaking at SMX
Travis Crabtree Speaking at SMX

Clarke Walton, Attorney-at-Law, Walton Law Firm


Travis Crabtree, Member, Looper Reed & McGraw, P.C.
Topic: Trademark Law for Internet Marketing

To infringe you need to use their trademark in commerce.  That means in connection with a sale.

Consumer Confusion Factors:

  1. The strength of the mark.
  2. The proximity of the goods.
  3. The similarity of the marks.
  4. Evidence of actual confusion.

Cases Reviewed:

  1. Brooks vs. Field
  2. Google vs. American Blinds Keywords Case
    1. Use is a factor within keyword purchasing ads that shows use pursuant to pushing the case to trial.
  3. 1-800-Contacts case
  4. Geico vs. Google
  5. Izitron Case (not sure on spelling)

The European stance on trademark infrigement dealing with internet law is much stronger.  They take much more action over seas.

Interesting case that has recently come about is American Airlines vs. Google.  Google settled outside of court with confidential terms.  American Airlines just filed against Yahoo as well and this case is still pending in the 5th circuit in California.

David Mink, Chief Legal Counsel for Dream Systems Media, Dream Systems Media
Topic: Developments in Privacy Law

Hypothetical: your employee loses their laptop on the way home from a business trip to Boston in 2010.  What do you do now?

David Mink speaking at SMX
David Mink, CLO Dream Systems Media, speaking at SMX

The answer will probably depend on how cavalier this employee was: did they encrypt their laptop, did they use a password, is the file encrypted?

Legal Problems:

  1. Over 40 states now have security breach statutes?
  2. Mass. law makes it illegal to store data that is not encrypted, has to be sensitive personal information.

What is sensitive personal information (SPI): This is a persons name associated with other personal information such as their social security number, credit card number, etc.

Mass. Law has many stipulations you must follow to be ensured safety from law.  The law is long.  Dave gave some synopsis, but asked that you review the law.

So what happens if you break the law: nobody really knows because there is no case decisions on this to date.  Most likely the real risk will be a fine and damage to your company brand and image.

“It takes many good deeds to build a good reputation, and only one bad one to lose it.” Benjamin Franklin.

Privacy is a really hot topic right now and focusing on protecting identity theft is a major focus from a government level right now.  Mass. law, Nevada law, etc.  There is a new Gov. agency dedicated to specifically this and overseeing the transfer of SPI.

Clarke Walton, Attorney-at-Law, Walton Law Firm
Topic: ICANN Updates for 2009 and New GTLDs

Clarke Walton Speaking at SMX
Clarke Walton Speaking at SMX

What is a GTLD: Generic Top Level Domain
Includes: .com, .net, .org, .edu, .cat, .biz, .info, .asia, .post, etc.  These are different than country code TLDs.  Possible new GTLDs could include: .hotel, .law, .sex, .vegas, .nyc, .google, .ebay, .facebook, etc.

How to get a new GTLD going for you or your company, as ICANN is now opening the process to get approved for a GTLD.  ICANN is creating an application process.  This will be opening up during the last quarter of 2009.

Interesting Issues:

  1. Applicant has to show community support to get it.
  2. Morality + Public Order…is .sex going to be ok?
  3. Possible relaxation of registrar/registry relationship.
  4. Same entity ownership may be allowed for new GTLDs.
  5. Is there a possibility of trademark infriction when you apply for your GTLD.  There will be costs associated with that, like if Yahoo applies for a .google then Google has to object and bear the costs of that objection.

This possible objection process is being referred to as the ICANN Stimulus Plan.  The application fee is $185,000.  You pay annual fees of $75,000 and/or 5% of revenue.  You must have insurance and financial reserves to show you can carry the domain for years ongoing if your business fails.  Cost for application is estimated to be around 1mm all said and done.

Question and Answer Period

Q: What will prevent merchants from creating denyability by stating, it wasn’t us doing that, it was our affiliate?
A: Will depend on the statute in place in that location and it’s obviously not that easy to just say, hey it wasn’t us and if the affiliate is no longer in business or doesn’t have any money, then they will go off the advertiser.

Q: Does Mass. Law apply to portable back up drives, etc.
A: As long as the device is portable, you need to encrypt is as the statute language specifies devices that are portable.

SMX West Session Notes: Search & Reputation Management

Search & Reputation Management – What do people find when they search for you by name? Is it negative? If so, what do you do? What can you do? Depending on the situation, there are a range of tactics that may help. This session explores the issue.

Moderator: Barry Smyth, Director, Search Strategies


Chris Bennett, President, 97th Floor
Leslie Carruthers, CEO and President, The Search Guru
Noah Elkin, Managing Partner, Steak
Bill Hartzer, Search Engine Marketing Manager, Vizion Interactive


Chris Bennett, 97th Floor SMX West 2009
Chris Bennett, 97th Floor SMX West 2009

Chris Bennett, President, 97th Floor

Topic: How to Put Fires Out ASAP

You need to put fires out ASAP and the best way to respond is to get something out there on the web immediately.  Something such as: We are looking into this and working to resolve these issues in an appropriate manner.”  Chris states that you need to be transparent and recommended an excellent article called “The Transparent CEO.”

Recommendation is: monitor your reputation on a daily basis and start working to fix any problems ASAP.  Do all you can to get positive info out regarding the situation at the earliest potential time.

Understand Your Foes:

  1. Why do they rank?
  2. # of inbound links?
  3. Quality of links?
  4. # of internal links?
  5. How recent is it getting cached?
  6. Title tag and on page factors?

Once you have this information you can then go to work to rebuild your reputation from a search level, because now you know the formula you are working against.

What not to do:

  1. Don’t use the same links for all social profiles.
  2. Make sure your content is rich and there is a lot of it.
  3. Get the fluff out of your social profiles.
  4. Don’t go out paying for false reviews.
  5. Get the Buzz flowing like crazy.

Bonus Info:

  1. Use interviews as a way to get stuff out there about your company and then link to it.
  2. Social Media Poaching.
    1. Grab as many urls as you can from social profiles.
  3. Build social power accounts.

END Chris Bennett

Noah Elkin, Managing Partner, Steak

Noah Elkin Speaking at SMX
Noah Elkin Speaking at SMX

Topic: 7 Rules for Reputation Management

There are number of strategies to apply to when considering reputation management.  Of the which, Noah summarized these in 7 easy to follow steps:

  1. Be Proactive.
  2. Be Relevant.
  3. Be Tactical.
  4. Be Authentic and Honest.
  5. Be Accountable and Humble.
  6. Be Engaging.
  7. Be Responsible.

Seeing these steps seems pretty basic, but the reality is there is a lot of work that takes place accounting for each of these steps.

SMX West Session Notes: Local Search Marketing Tactics

Local Search Marketing Tactics – Local search doesn’t only happen in relation what’s on a map. This

Local Search Marketing Panel
Local Search Marketing Panel

session looks at a variety of local search tactics that are not necessarily tied to your physical location’s listing.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Scott Dunlap, CEO, NearbyNow, Inc.
Matt McGee, Assignment Editor, Search Engine Land
William Scott, President, Search Influence
Dennis Yu, CEO, BlitzLocal LLC


Scott Dunlap, CEO, NearbyNow, Inc.
Topic: Tracking and Measuring Online/In-Store Shoppers

Local search is by def: a multi-channel opp.  Search online and buy in store.  There is a 9 to 1 ratio of people wanting to buy in store due to urgency.  So the questions is how do you track traffic to convertion when they are finding you online, yet buying in your store.


  1. Use a concierge to gather visitor data online and then call them to provide verification of product in stock, etc.
  2. Claim check/apnt setting options for instore meeting.
  3. Coupon code only offered online for instore use.
  4. Bar code listed online so cause customers will print that off and come in with it for you to scan so they can buy it.
  5. Post-purchase consumer survey (get their email instore and then survey them).  This is a very important option.

That’s it for Scott.

Matt McGee, Assignment Editor, Search Engine Land
Topic: Hyperlocal Blogging

Matt’s wife is a local real estate agent in Tri-Cities Washington.  She blogs, and he blogs, about local issues related to their local blogs.  They have 4 hyperlocal blogs that target that area and the objective is to drive local RE buyers to his wife.  They don’t only blog about RE though.

Matt McGee Speaking at SMX
Matt McGee Speaking at SMX


  1. Find local events that are taking place in your local area and then use those events to blog about and push traffic flow to your site using them.  Typically you can see 10x the traffic in flow from them.
    1. Examples: Circuit City going out of business in Tri-Cities area in Washington.
    2. Leann Rimes coming to do a concert in that local area.
  2. About hyperlocal news too (neighborhood level, etc)
    1. Community swiming pool in local area.
    2. Community party or fund-raiser that is taking place in local area.
  3. Why local blogging works for you.
    1. Growing interest in local stuff online.
    2. Traditional media declining.
    3. Local web sites often lacking.
    4. Search engines love good blogs.
  4. Tips List from Matt Himself.
    1. Write about local stuff.
    2. Use photos and video.
    3. Think ahead.
    4. Do basic SEO on posts.
    5. Don’t overdo self-promotions.

That’s it for Matt.

William Scott, President, Search Influence
Barnacle SEO: Attaching oneself to a large fixed object and waiting for customers to float by.

Local search is location specific for goods and services.  Most often lends to an offline purchase.  Local is different depending on: urgency, service type, demographics, etc.  Local search is long-tail search.  Typically have small budgets, risk aversions, and need quick proof of ROI.

Where is local search?

William Scott Speaking at SMX
William Scott Speaking at SMX
  1. Yahoo Local
  2. Google Local
  3. Insider Pages
  4. Merchant Circle

All these page results can show up on page one of Google and other engines.

Q: Do I have to have a website?
A: No you don’t.  It’s very easy to promote your business through local, even without a website.  Your website can range naturally, and you can pay for PPC placement, and that is the knock-out punch there.

Local Listings Sites:

  1. Yahoo Local
  2. CitySearch
  3. SuperPages
  4. InsiderPages
  5. Yelp
  6. YellowPages
  7. BrownBook
  8. MerchantCicle

    Dennis Yu Speaking at SMX
    Dennis Yu Speaking at SMX

Maximize your listings with SEO:

  1. Titles and meta
  2. Links to local profiles
  3. Local search isn’t always on the map
  4. Use social bookmarking to build links for local profiles

That’s it for William.

Dennis Yu, CEO, BlitzLocal LLC

How do you do local search marketing when you are a local company with thousands of location?

Make sure to use FaceBook and MySpace ads for local search tactics.  Typically you can see much higher quality traffic and more traffic than traditional PPC and you’ll typically spend less than .20 per click.

Use Twitter to effectively target local businesses on Twitter.  Make a custom background for Twitter and use it to create trust with other Tweeples and allow them to promote for you through social media marekting.