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Local Optimization Schema – Apple iPhone 4S

Recently I penned a column in Clickz about my experiences with the new Apple iPhone 4S; “Will Apple’s Siri Change the Voice of Local Search?”.

Now that I have spent some time with the device or should I should say Siri, I offer the following observations to allow for optimization of you local business information:

Business Listing inclusion is accomplished via a few different listing database providers including, OpenTable, Gayot, CitySearch, BooRah, Yelp, Yahoo Local, ReserveTravel and Localeze.

Local listing optimization primary key is distance.

When asking Siri for the “best” of a particular category (e.g., best Mexican restaurant nearby), she accesses the ratings information from Yelp and resorts the list based on rating.

For keywords that there is not a direct category or heading match e.g., Lunch, Siri looking for matching keywords in their review content database for the keyword in the “parent” category, in this case “restaurants”.

While Apple, displays local businesses on the Google Maps application, it does not utilize Google’s local listings database.  As a result the website addresses in Google Maps are not delivered back into the search results.

So what does this mean for brands and SMBs?

Make sure your business in listed in Localeze as they are the primary listings database.
Ratings and reviews are vital, make sure you are encouraging your customers to publish them on Yelp to effect this device.
Look to develop keyword rich review material.  This does not mean you or a friend should write the content and post it.  Instead we find it is best to ask the recent consumers to post reviews, remind them what they purchased (often the keyword specific content required).

If you need a guide to help you lead your brand through listings optimization on this and other important platforms, contact Gregg.Stewart@15miles.com.

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