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Search companies, specifically Yahoo, Google and Bing are shifting strategies towards placestreaming applications (see The Conversation – Lesson 11, Part 2 and The Conversation – Lesson 19) in an effort to compete with one another in the expanding world of location-based searching. Each company features its own “Local,” “Maps” or “Places” section. I cannot overemphasize the importance of (1) being certain you are listed in these sections and (2) attempting to optimize, or as I like to say, elevate your listing. This is the first in a series discussing individual search companies’ efforts, with some tips of what you should do to get started.

Yahoo Local
Yahoo has gained traction in local search through the addition of the Yahoo app for mobile search: m.yahoo.com. Available for iPhone and Android technologies, watch for Yahoo to continue to be a significant competitor in the search space, especially because of their recent integration of the Microsoft search platform for organic listings at search.yahoo.com. Having a Yahoo Local listing is crucial to getting found by your customers with a yahoo.com extension for their email. I am astounded at how many of my patients have a yahoo email account.

In order to obtain a Yahoo Local listing, you must first sign up for a free yahoo account. On the homepage in the lower left-hand corner you will see an area to “Add a Business” - click that and fill in ALL the business information you can. The more information you provide the better elevated your listing will be. Be sure to fill out your hours of operation, payment methods etc. When your listing is approved, be sure to enter video and photos. The profile photo should be of a person, not a building or a pair of eyewear or anything inanimate.

To optimize your Yahoo Local listing be sure to have the best keyword in your business name on the listing. If you are a chiropractor in San Francisco, your Yahoo Local listing should include the phrase “chiropractor San Francisco.” The enhanced Yahoo listings get better billing in Yahoo Local, so be sure to upgrade. Enhanced listings let you add your logo, tagline, pictures, a more detailed description, coupon links and up to five categories for your business. Spend time writing your description, and include as many pertinent keywords and keyword phrases, as this will optimize your listing when scoured by the bots. The best thing you can do, however, is get ratings from your patients and clients. The higher the quality and quantity of your ratings, the better chance your listing will get “hit” for new patients seeking care.

In order to be listed on Yahoo Local you have to show the name of your business and contact information on every page of your website. You are also required to provide contact information and it can take up to a week for your listing to show up. Send an email to your patient base with a yahoo.com email extension letting them know they can find you on Yahoo Local to find discounts and offers. This gives them an opportunity to rate you out of the block and get your Yahoo efforts off to a great start.

Use the Yahoo search blog (http://ysearchblog.com) to keep up on the latest information related to Yahoo search.

- Alan N. Glazier, OD, FAAO
Founder/CEO
Shady Grove Eye and Vision Care
Rockville, MD

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