I’m a default goal-setter. I set goals for everything in both my professional and personal life and writing for Powered by Search is certainly not out of that commitment. Although I have been playing behind the scenes of SEO for the past year, I always wanted to have a platform where I could contribute not just my own thoughts and efforts, but my team’s as well. I’m also keen on doing some research and providing stats to all of you as well. I hope that in discussing industry trends and keeping in touch with all of you, we’ll be able to come up with something extraordinary.

In other words, you’ll be hearing from me. A lot.  For now though, I have a story for you:

Three years ago, when I graduated in Advertising, my Interactive Studies professor walked up to me and asked me if I would even consider online marketing for a career. Intrigued by the wonders of television, print, radio, direct mail and coupons , I said, ‘Uh, probably not’. SEO and search marketing was something I stumbled upon (no pun intended) through my internship and I knew then, that I wasn’t going anywhere else. I was singing the Search Marketing tune.

Fast forward, a year later, I’ve managed multiple online accounts and campaigns, for both small and large businesses, and it has been one awesome journey and learning experience. So I’d like to share some of my past experiences with you and most importantly, I’d like share the ten lessons I’ve learned from my SEO career.

1. Manage clients’ expectations from the start.

Key rule. Accountability is a severe request in our industry and a good SEO company should never guarantee ranking, but emphasize on competition for keywords. Set out realistic goals with your clients with estimated time lines for achieving results.

2. An SEO Company Needs These People

Web Designer : Someone who can integrate a blog on a website, implement an urgent 301 redirect, add and design a call-to-action on the homepage – a talented web designer who understands SEO principles, creates eye-catching designs and has an irrefutable QA process can make a huge difference.

Link Builder : A person who can add value to a client’s website by building high page-rank, quality links to their website and their local maps listing.

Content Writer : Whether it’s for website content, articles or white paper projects, it’s crucial to have someone on board with writing skills. A wicked writer may be a key player in turning traffic into conversions.

CRM software (not exactly a person, but a relationship is built for sure) : Did you call so and so? Was this task completed? Who is this assigned to? Has this been sent yet? Organizing your campaigns’ Five W’s, Two H’s and a D through a project management system can keep you up – to – date, on track and even lower blood pressure. Try out a checklist system such as Active Collab or a project management system like Quickbase.

3. I Still Don’t Have A Straight Answer for “What Do You Do for a Living?”

I seriously don’t.

4. Know your Tools, Discover New Ones and USE Them

An SEO is only as good as the tools he or she is armed with. If you can’t track and analyze traffic coming to the website, do a thorough link analysis of the site as well as clients’ competitors and are unable to find accurate, or close to accurate statistics for your keywords, you’re losing the foundation and focus of your campaign. The classic keyword tool from Google and Advanced Web Ranking are some of my go-to campaign tools.

5. Clients Should Not Interfere with Their SEO/Local SEO Campaigns.

Period. I had a client who was enthused about his SEO campaign and determined to help me help him rank. He immediately made changes to his website without consulting me. Post making those changes and a discussion with me, he was surprised to find that writing your keywords over and over again, matching font color to the background color of your web pages was not a recommended SEO practice.

Hiring a professional? Let them do their job.

6.”Hello, Client. This is Your ROI Calling.”

It still surprises me, to this date, how clients are willing to invest a large portion of their advertising budget on traditional media, when search marketing is one of the best, if not, the best platforms to measure accountability and ROI. It’s a great part of my job – being able to show a client accurate campaign details, including success rate and campaign optimization processes. It really doesn’t get any better than that.

7. Invest in Taking Chances.

But be responsible! We’re part of a continually evolving industry where everyone has a chance to contribute a new discovery to the community and add to existing research. Invest in test websites and listings for a more accurate theories on ranking factors and optimal conversion rates and continually test yourself and better your campaign strategies.

8. Search Community – You are Awesome.

This is a small, highly competitive industry and yet we’re all able to share and discuss our ideas which, in turn, helps us with our clients. Blog topics from industry peers have probably been the biggest source of my education as I’m sure, it has been for many others. I love how this industry always keeps you on your toes for the next new thing.

9. “Here Comes the Ride.”

A ride to the top, indeed. After my experience, I am now confident that each geographic location has the following 3 things established: Chamber/Institution of Commerce, Public Health and Safety and a wedding planner. There will always be stiff competition for the keyword ‘wedding planner (enter geographic location)‘.

10. And I…Will Always, SEO

You can throw viral video, social media, pay-per-click, email marketing, etc, any of those, at me – I’m still a devout SEO / Local SEO specialist. In it’s bare-bones theory, I’ve always admired and respected a marketing tactic that allows qualified users to come to you. You also have to admire how search engines can actually level the playing field between a small business and a large corporation.

Feel free to comment and share some of your lessons with me – I’d love to hear them! Please note, my article does not apply to each and every SEO consultant and are just my personal observations. Except the part about wedding planners.

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Canadians are always at a crunch for informative studies and statistics compared to Americans. Almost all important case studies and reports are carried out with US specific data and Canadians always end up referring to these statistics in order to determine rough estimates. Canada may not have a large number of data providers, IYPs, and 3rd party vertical directories compared to the US, but the competition is still tight and fierce among the major players, namely YellowPages.ca, Canpages.ca (owned by YPG), 411.ca and Goldbook.ca.

They’re constantly striving to create new, innovative and might I add, expensive online advertising programs for businesses across Canada. Their biggest value proposition to business owners is their trust and authority in search engines along with their huge traffic volumes which will eventually drive qualified leads to business websites. Clients often call us with questions related to which IYP site should they invest in and expect the highest return on their investment. Therefore, Powered by Search took the initiative to carry out this somewhat scientific report into the overall web visibility and SEO effectiveness of Canada’s most widely recognized IYP sites.

Before I reveal the final results of which Canadian IYPs are the best at SEO, I’d like to point out some key features of this case study:

• Generic Canadian IYPs and citation sources we used based on their overall authority, web presence and traffic volume.
• Top 11 Yellow Pages headings were chosen based on the Yellow Pages Association’s 2005-2009 YPA Local Media Tracking Study.
• 100 largest Canadian cities by population were chosen based on the  Canada 2001 and 2006 census.
• Keyword searches were performed on Google Canada English search engine.
• Keyword searches were performed in the following format: <Heading>+<City> (eg: Car Dealers Toronto).
• The final results are based on the visibility of the selected IYPs and how often they ranked in the top 10 organic search results.
• The keyword rankings were processed through a software rank checker, which ultimately means that the data is close to 100% but may have errors due to time-outs or no results being returned.

List of Headings Used

• Auto Repair
• Auto Parts
• Car Dealers
• Dentists
• Hair Salons
• Physicians
• Pizza
• Plumbing
• Restaurants
• Surgeons

List of IYPs Tested

• 411.ca
• Brownbook.net
• Canpages.ca
• CityDirect.info
• FoundLocally.com
• Goldbook.ca
• HotFrog.ca
• ShopinCanada.com
• Weblocal.ca
• YellowPages.ca
• Yelp.ca
• Ziplocal.ca

Drumroll to the Results…

Without further ado, here are the final results of the best SEOed Canadian IYPs based on their visibility in the top 10 search results of Google.ca across 100 cities in Canada and for 11 major heading categories:

1. YellowPages.ca
2. Canpages.ca
3. 411.ca
4. Weblocal.ca
5. Goldbook.ca
6. HotFrog.ca
7. Yelp.ca
8. Ziplocal.ca
9. Foundlocally.com
10. Brownbook.net – No occurrences in top 10 organic results
11. CityDirect.info – No occurrences in top 10 organic results
12. ShopinCanada.com – No occurrences in top 10 organic results

Let’s take a look at how these sites performed in the top 20 and top 30 search results:

Percentage wise, YellowPages.ca dominates overall search visibility across 100 cities with 22%. Canpages.ca and 411.ca follow right after with 20% and 13% search visibility respectively.

If you happen to be a business owner reading this study, please keep in mind that an IYP site ranking prominently in volume of searches, does not necessarily mean it ranks in major metro areas such as the Greater Toronto Area (GTA). This is primarily because directories cannot compete with a well executed SEO effort of a local business website that focuses on increasing search engine trust and relevance for its own service areas, products, and services.

This study was inspired by two US IYP studies conducted by Andrew Shotland and Net Magellan in 2009.

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Jon Henshaw, Co-Founder & Product Manager at Raven Tools. He pretty much covered all the important set of tools leaving little room for the remaining speakers to share new content.

His recommendations included:

On-Page SEO

• SEO Automatic
• GTmetrix
• SEO Browser

Keyword Research

• Wordtracker
• WordStream
• SEM Rush

Keyword Managers

• Raven
• WordStream

Website Research

• Linkscape & Open Site Explorer
• Majestic SEO

Research Mashups

• Quarkbase
• Xinu Returns

Link Building

• Site Finder
• Ontolo
• Link Insight

Link Management

• BuzzStream
• Raven

Content Creation

• Textbroker
• Second Step Search

Content Optimization

• WordStream
• Scribe

Rank Monitoring

• Google Webmaster Tools
• Authority Labs
• Raven SERP Tracker

Campaign Reporting

• Raven

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Greg started the session by providing the audience some great statistics about video search:

• 21.7 million Canadians watched over 4 billion videos in April.
• Close to 19.1 m Canadians watched 2.2 billion videos on YouTube in April.
• 54.1% of all videos watched on YouTube were in Canada.

Important optimization points:

• Views and reviews are very important. They are a vital ranking factor and can be related to the importance of having a large number of inbound links to rank highly in organic search.
• Views resulting from the clicks on promoted videos (sponsored videos) can enhance organic video ranking.
• Auto-fill feature is a good way to do keyword research.
• YouTube Keyword Research Tool can also be used to carry out keyword research for video search.
• Video Title: Can be 120 characters. Tip: Put brand name at the end of title.
• Video Description: Can be 5000 characters long. Tip: Make it short but detailed and include URLs with http://
• Video Tags: Can be 120 characters. Tip: Include brand name, city, topics.

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Speakers:

Ian McAnerin: CEO, McAnerin Networks Inc.

Crispin Sheridan: SES Advisory Board & Sr Director of Search Marketing Strategy, SAP

Michael Bonfils: International Managing Director, SEM International

First up was Ian McAnerin who methodologically explained some key points to keep in mind while strategizing for a Global SEO campaign. His presentation revolved around 3 main ideas:

• Plan Centrally
• Synchronize Globally
• Execute Locally

Some common issues while optimizing a site on a global scale include:

• Translation and localization issues
• Spellings
• Wrong local terms
• Misrepresentation of popular culture

Remember to:

• Figure out what’s best for each market
• Avoid using generic ethnic images while localizing
• Avoid using text elements for sizing: Translations are never the same size as original

Final Advice:

• Sell in mature markets and promote brand in emerging markets
• Never geo-locate a search engine
• Flags are for countries, not for languages
• “English Site” should go to Home Page and “English” should go to the same page in English

Crispin Sheridan’s tips explained how to:

• Use country flags in Google Webmaster Tools
• Use canonical tags to differentiate authoritative content from duplicate content.
• Emphasize on local building

And finally Michael Bonfils presented his ideas with the help of a fictional case study on Tom Whortons, a coffee company that is planning to expand on a global scale. His main pointers included:

• Defining Target Market: Local competition, technical factors, web analytics and keyword research data
• Evaluate Content: Look at e-commerce and payment options in different countries, local contact information on all pages
• Create Translation Strategy: Find a localization specialist NOT a translator, third party proof-reading, keyword research specialist

A global keyword development strategy should keep in mind:

• Plural vs Singular
• Dropped accents
• Common mistypes caused by keyboard layout
• Broken compounds
• Alternate characters
• Inflections
• Linguistic dialects/diversity (country language different from native language)
• Linguistic grouping

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Bryan Eisenberg started the day by giving us some valuable tips on how to improve conversion rates significantly in his 21 Secrets to Top Converting Websites session. It was a fast paced and exiting session and I’ll be listing 12 of the main tips that I found extremely important for helping a site convert better.

1. Provide a Unique Value Proposition (UVP) and a Unique Campaign Proposition (UCP) : It’s very important differentiate your landing page from others with a unique proposition in order to entice customers and make them convert.

2. Maintain Scent : Scent in this context is defined by the way in which people navigate on the  internet. It’s vital to ensure that there is no disconnect between the pages of your website. The landing page should provide the same information (in a more detailed manner) as listed on the ad. If the two are different in the way they represent information, the customer loses the scent and moves on to another site.

3. Landing Page Optimization is Not Enough : You need to look at the entire journey. Customers will want to look through various pages of your site before making up their mind. Therefore,  it’s important to optimize your entire site and maintain a uniform scent throughout.

4. Appeal to Multiple Personas and Segments : All buyers are different. Optimize your landing page in such a way that all types of people can access information easily. For example, provide a list of top sellers, reviews, sort by genre, title etc.

5. Don’t Over-Optimize : Don’t try to test multiple variations of the same page. Simple A/B testing is good enough to find out which version has a larger impact. “Test for impact not for variations”.

6. Leverage Social Commerce : Let previous customers sell your product by listing their reviews on your landing page.

7. Use Promotional Tactics : Promote your best selling products through your email marketing campaign. Add reviews to leverage social commerce and help make your customer’s decision easier.

8. Use Persuasion Tactics : Create an urgency for offers such as “only a few remaning” to persuade customers to purchase immediately.

9. Make Forms Look Engaging : Make forms look pretty and don’t provide a large amount of questions for the customer to fill out answers to. A lot of e-commerce websites ask for signing up before making a purchase. You can avoid this and provide your customer with the convenience to shop without setting up an account but offer the option AFTER the purchase has been made at the ‘Thank You’ page.

10. Test Constantly : Make the experience more powerful for your customers by implementing the techniques which have the largest impact. Test constantly to find that appropriate setup.

11. Utilize a System for Prioritization : Testing a lot things at the same time can be an overwhelming process. Prioritize your tests by thinking like customers to determine what needs to be changed in order to make them convert quicker.

12. Know How to Execute Rapidly : Amazon re-designed their entire mp3 store just 2 hours after the death of Michael Jackson. It is important to be able to make changes to your system quickly in reaction to sudden changes in consumer demand.

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About Powered by Search Inc.

Powered by Search is a leading provider of Search Engine Optimization, Local Search, and general Internet Marketing services. Our clients range from SMB’s and SME’s to large corporations seeking consultancy in internet marketing, e-commerce, and increasing visibility through search engines.

Powered by Search’s team actively writes about SEO and Local Search and is also a recommended local search consultant on GetListed.org. We are only 1 of 2 Canadian companies to have contributed to the definitive source of Local Search information at the 2009 Local Search Ranking Factors Survey.

What We’re Looking For

Our rapidly growing online marketing agency requires a talented Search Engine Optimization Specialist who is well versed in all areas of internet marketing. Are you a link building ninja who takes pride in the website you’ve ranked? If so, then we want to talk to you.

Powered by Search offers a fast paced, young and exciting environment where the candidate will have an opportunity to work with clients from a wide array of industries such as:

• Law
• Hotels & Hospitality
• Real Estate
• Medical
• Education
• Technology Startups
• Contractor & Commercial Services

Our superstar SEO specialist will be responsible for strategizing and implementing online marketing campaigns for multiple clients at a time. The candidate will also be required to report campaign progress and troubleshoot any client queries.

Your Responsibilites:

Analytical:

• Keyword Research, Link Analysis, Search Engine Results Analysis, SEO Audits and Site Reviews

Creative:

• Blogging, Content Creation Ideas, Documentation of SEO Implementation, Sharing your SEO Knowledge with our team and clients.

Technical

• Intermediate knowledge of HTML, XML, PHP required. We don’t expect you to code, but we do expect you to understand code.
• Implementation of code samples. Eg: placing tracking and conversion scripts. Working with FTP, SSL is also an asset.

Candidate Requirements:

The right candidate needs to be well versed in all aspects of Search Engine Optimization and Search Engine Marketing. We love a person who is in the know and isn’t afraid to voice out his opinions. So if you’re out there on Twitter, Facebook, StumbleUpon or write your own blog, we already like you!

However, the following requirements are essential to being a superstar in this role:

• A Bachelor’s degree or a College diploma. We don’t care in what!
• Exceptional verbal, written, and interpersonal skills.
• Ability to work full time in our Toronto office 5 days a week.
• At least 2 years of hands-on work experience in search engine optimization with a track record for successfully improving both individual rankings for keywords/phrases and improving overall site traffic through wide scale application of best practices. The right candidate will have got his or hands deep in the trenches of link research, requests, building, and acquisition.

NOTE: We are not accepting resumes for candidates residing outside Canada. Work at home related or virtual workers resumes will also not be accepted. This job opening is strictly for candidates who either live in the Greater Toronto Area or are willing to relocate to the Greater Toronto Area from elsewhere in Canada.

Supplemental Requirements (Things we consider to be an asset)

• Experience in running intermediate level PPC campaigns is an asset.
• Knowledge of Local SEO and Maps based optimization.
• Experience in running social media campaigns.
• Sales experience in pitching SEO and online marketing programs.

Why Work for Powered by Search Inc?

Powered by Searach Inc offers its employees with an exciting, fast-paced and challenging environment with an opportunity to grow within the company. Our successful candidate will have a chance to work with some of the largest companies in Canada which will enhance their search marketing portfolio.

We’re offering a competitive salary for this entry level position (based on experience), in order to attract exciting candidates. In addition, we also provide:

• 2 weeks of annual paid vacation
• Christmas Bonuses
• Paid training and skills enhancement packages.
• Possible commuter bonuses.

How to Apply

1. Create a cover letter indicating your background and experience in the industry and why you would like to work with Powered by Search. We encourage personality and discourage drab cookie cutter templates.
2. Tailor your resume to show case SEO/SEM projects where you had a direct role in generating rankings, traffic, leads, and conversions.
3. Include your salary requirements in your cover letter. This position has room for growth but we need a specific range to consider your application.
4. Send your resume and cover letter to hello@poweredbysearch.com . Kindly address, Ms. Shagun Vatsa, Search Marketing Manager in your cover letter

We wish to thank all applicants for their interest but only those with qualifications consistent with the job requirements will be contacted.

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The Local Ranking Algorithm is generally centered around the regular on-page and off-page factors attributed to traditional or organic seo, in addition to an all important factor around local business citations. David Mihm provides a great explanation about why Citation is the New Link. As local search becomes increasingly more social, user reviews and local business citations are becoming very important in securing top local ten-pack listings.

We’ve compiled a list of 20 + 1 of the most important local seo citation sources for you to submit your business to.

Judy’s Book

Judy’s Book is a book of local secrets that helps you to make decisions.

Add Your Business to Judy’s Book

ShopCity

The smarter way to shop locally. Find out more here! Unlock the Potential of Local Internet Marketing.

Add Your Business to Shop City

Yellow Bot

YellowBot is essentially a local search site for finding and reviewing the places you go to in your community (and elsewhere). As an integral part of the site we are building ways for patrons and business owners to exchange tips and experiences.

Add Your Business to Yellow Bot

Super Pages

Online business directory services with business and residential listings from coast to coast. Includes phone listings, driving directions, maps

Add Your Business to Super Pages

Dexknows

Find local business listings, driving directions, maps, people and local information at DexKnows.com.

Add Your Business to Dex Knows

MagicYellow

Add your business to our data base and make it accessible to millions of potential customers who are searching for products and services 24 hours a day, 365 days a year.

Add Your Business to Magic Yellow

Zidster

The easiest way to find local products, services, and businesses. Zidster.com, a local directory like no other!

Add Your Business to Zidster

Info USA

InfoUSA has 30 years’ experience providing mailing lists and email lists to businesses of all sizes.

Add Your Business to Info USA

Localeze

Localeze is the largest online local search engine content manager serving businesses, local search engines and ready-to-buy consumers.

Add Your Business to Localeze

Yellow Pages

Find online Yellow Pages business listings, phone numbers, addresses, maps, driving directions and more in the YELLOWPAGES.COM online directory.

Add Your Business to Yellow Pages

Yelp

Add Your Business to Yelp

City Search

Use Citysearch® City Guides to get reviews, recommendations and directions to the best hotels, restaurants, events, night clubs, shops, services and more.

Add Your Business to City Search

Yellow Book

Find local businesses at YellowBook.com! Yellow Book is the leading source for free online yellow pages.

Add Your Business to Yellow Book

Insider Pages

Reviews of Local Businesses Written by People Like You! The Inside Scoop on Restaurants, Beauty Salons, Dentists, Preschools, Spas, and More.

Add Your Business to Insider Pages

Kudzu

Kudzu puts you in front of local customers — at the very moment they need you. And it helps you unleash the power of word of mouth.

Add Your Business to Kudzu

Local.com

Find local listings of businesses and services near you. Get driving directions, reviews and ratings, phone numbers, addresses and more on Local.com

Add Your Business to Local.com

MerchantCircle

MerchantCircle is the largest social network for local business owners. Services include free online business listings, free marketing tools, …

Add Your Business to Merchant Circle

CityVoter

View CityVoter’s “Best Of” Lists – Best Restaurants, Shops, Hotels, Bars, Entertainment, Salons and hundreds more.

Add Your Business to City Voter

CitySquares

Local Businesses, User Reviews and Recommendations of Top Restaurants, Shopping, Nightlife, Entertainment, Services and More at CitySquares.

Add Your Business to CitySquares

Foursquare

Foursquare on your phone gives you & your friends new ways of exploring your city. Earn points & unlock badges for discovering new things.

Add Your Business to FourSquare

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(PRWEB) March 10, 2010 — Toronto, Ontario based internet marketing agency Powered by Search has been selected as the local search optimization agency of record by Delta Hotels and Resorts, one of the country’s leading hotel management companies.

Powered by Search will create and implement a national Local SEO strategy for Delta and will also launch a comprehensive local search optimization program that abides by Google’s Local Business Center guidelines. Key goals of the program will be to consolidate fragmented business data including user reviews and local search citations that are critical to ranking prominently in Google universal search results and in Google Maps search.

Powered by Search’s core strengths and expertise in local search optimization will enhance brand awareness, and increase the number of qualified leads being driven through to Delta Hotels by capturing a share of search. Studies show that 70% of searchers with local intent follow up with a buying action or a phone call.

“We look forward to the comprehensive Local SEO initiative that Powered by Search will drive for our properties”, says Tamer Dalati, Director of Revenue and Distribution, Delta Hotels and Resorts. “Powered by Search is not only knowledgeable in the practice of Local SEO, but they were also able to quickly identify critical paint points with our listings, and correct them in short order. We look forward to working together to achieve positive search engine optimization results for our brand.”

Dev Basu, President and Director of Search Marketing at Powered by Search shared the following comment regarding the newly forged relationship with Delta : “We are thrilled to be working with Delta Hotels and Resorts as their Local Search Optimization partner. We envision a long term mutually beneficial relationship which will also act as an important case study in the impact of a well executed national local search campaign”.

About Powered by Search Inc.

Powered by Search is a leading provider of Local SEO solutions for national enterprises and for small businesses throughout Canada and the United States. Powered by Search is only one of two Canadian companies to be featured in the industry standard Local Search Ranking Factors study and is also a trusted provider at GetListed.org. Powered by Search looks forward to working with Delta Hotels as it local search optimization campaigns are strategized, implemented, and analyzed in 2010. In addition to local search optimization, Powered by Search is well recognized and quoted in industry publications for its expertise in organic search engine optimization, web analytics, call tracking, and rich media search optimization.

For more information, please contact:

Powered by Search Inc.
250 Consumers Road, Suite 704
Toronto, ON M2J 4V6
Phone: (416) 840-9044
Toll-Free: (866) 611-5535
Fax: (866) 611-5535

http://www.poweredbysearch.com
http://www.twitter.com/poweredbysearch
http://www.poweredbysearch.com/facebook

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