Lisa Barone's blow-by-blow of the Local Search Optimization panel at PubCon includes anecdotes, her commentary on the quality of each presentation, and insight from search pros like Local.com's
Jennifer Black and search-savvy small business marketers like Purposeinc's David Klein.
Black's tips focused on maintaining a site's listing in the big search (and smaller local
search) engines. Keeping the contact info correct and complete -- including hours of operation, payment methods and photos or logos is a vital step in ensuring that searchers find the right
information naturally.
Meanwhile, Klein said that asking customers directly about what search terms they used to find you was a great strategy -- it worked for finding
targeted keywords to embed in his chiropractic site. He also shared examples of successful link-building efforts, from offering local firefighters complimentary services in the wake of the San Diego
wildfires (and the ensuing publicity), to posting client testimonials and photos on the site.
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