Common Local Search Pitfalls
(and How to Avoid Them)
March, 2010




 Proprietary and confidential. Do not distribute.
15miles unifies local online marketing by…
Socializing, Optimizing, Localizing and, Visualizing the user experience.

 Wha...
Gregg Stewart


                              • Over 20 years of Local Search and Interactive
                            ...
Agenda


• The Importance of Local Search
• Top 5 Local Search Pitfalls
   1.     Failure to plan = plan to fail
   2.    ...
Please join us immediately after this webinar at
www.15miles.com/linkedin to participate in additional discussion about
  ...
Local Search at a Glance…


  • Local Search grew 46% over the past year while general search
    grew 31%1
         • Loc...
Local Search Marketplace is Growing Quickly

Google made Local Search a priority in 2009 &
2010 - evident from the followi...
Local Search Marketplace is Growing Quickly

Google made Local Search a priority in 2009 &
2010 - evident from the followi...
Local Search Marketplace is Growing Quickly

Google made Local Search a priority in 2009 &
2010 - evident from the followi...
Local Search Marketplace is Growing Quickly

Google made Local Search a priority in 2009 &
2010 - evident from the followi...
Local Search Marketplace is Changing Rapidly
                                        Total Unique Visitors (000)
         ...
Goal of Local Online Business Search

                                                                                    ...
Online Search Results in Offline Action

                                                                                 ...
Pitfall # 1: Failure to Plan = Plan to Fail
Pitfall # 2: There Is No Silver Bullet
Pitfall # 3: Thinking National is Local...
Align Media Strategy & Marketing Goals


Marketing goals might include:

   • Creating an online presence
   • Differentia...
Pitfall # 1: Failure to Plan = Plan to Fail
Pitfall # 2: There Is No Silver Bullet
Pitfall # 3: Thinking National is Local...
Holistic Strategy - Media Opportunities
Consumers Use Many Resources




Source: TMPDM/comScore Local Search Usage Study, ...
Holistic Strategy - Media Opportunities
Consumers Use Many Resources

Variations in media used will occur based on the
con...
Holistic Strategy - Comprehensive Visibility

Optimum visibility includes:

         • Paid & Organic visibility on
      ...
Holistic Strategy - Comprehensive Visibility

 Optimum visibility includes:

   • Paid & Organic visibility on
     Search...
Pitfall # 1: Failure to Plan = Plan to Fail
Pitfall # 2: There Is No Silver Bullet
Pitfall # 3: Thinking National is Local...
Local Searches Should Bring Local Results
Simplifying the Search Experience




    Must visit corporate website, then fin...
Targeting - Keywords, Messages, Content, Platforms
                                                                     Pl...
Targeting - Keywords, Messages, Content, Platforms

                    home remodeling quotes chicago          Search



...
Targeting - Keywords, Messages, Content, Platforms
                                                                     Ho...
Targeting - Keywords, Messages, Content, Platforms

                                                         Home Remodele...
Targeting - Keywords, Messages, Content, Platforms

                                                          Home Remodel...
Pitfall # 1: Failure to Plan = Plan to Fail
Pitfall # 2: There Is No Silver Bullet
Pitfall # 3: Thinking National is Local...
Monitoring - The Importance & Usage of Reviews


               Importance Of Consumer                                    ...
Monitoring - Reviews About Your
Business ARE Happening!
Regardless of geography or category, it’s vital to be aware
of wha...
Monitoring - The Value of Owner Responses


                                                         • Active review monit...
Monitoring - Reveal and Optimize Opportunity

 Web 2.0 World:
 • Listen first                                             ...
Monitoring - Reveal Opportunity

Platforms to monitor include:
• User Reviews
    • Internet Yellow Pages
    • Search Eng...
Pitfall # 1: Failure to Plan = Plan to Fail
Pitfall # 2: There Is No Silver Bullet
Pitfall # 3: Thinking National is Local...
Tracking - Make Informed Marketing Decisions


 Tracking success improves marketing efforts

    Including providing insig...
Tracking - Hold Marketing Initiatives Accountable
Determining success includes measuring multiple
metrics online, as well ...
Tracking - Understanding Your Goals

Conversion goals for local search
programs generally differ from other
campaigns

   ...
Effective Local Search Marketing
Review




 36 Proprietary and confidential. Do not distribute.
Brief Summary

                                       #1 - Failure to Plan = Plan to Fail




                            ...
Brief Summary

                                          #1 - Failure to Plan = Plan to Fail



#2 – There is NO Silver Bu...
Brief Summary

                                          #1 - Failure to Plan = Plan to Fail



#2 – There is NO Silver Bu...
Brief Summary

                                          #1 - Failure to Plan = Plan to Fail



#2 – There is NO Silver Bu...
Brief Summary

                                          #1 - Failure to Plan = Plan to Fail



#2 – There is NO Silver Bu...
Thank You.




            Please join us immediately after this webinar at
  www.15miles.com/linkedin to participate in a...
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Local Search Marketing Pitfalls

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From the webinar “Common Local Search Pitfalls (and How to Avoid Them),” Gregg Stewart discussed the local search pitfalls that savvy and successful marketers often fall into, as well as ways these can be corrected or, better yet, avoided. Including managing a well-optimized campaign to help consumers find your business locally (and choose you over the competition) during the critical moment of purchase selection.

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Local Search Marketing Pitfalls

  1. 1. Common Local Search Pitfalls (and How to Avoid Them) March, 2010 Proprietary and confidential. Do not distribute.
  2. 2. 15miles unifies local online marketing by… Socializing, Optimizing, Localizing and, Visualizing the user experience. What We Offer • Local Search Expertise • Diverse Interactive Offerings • Custom Solutions to Fit Clients Goals 15miles is where sales happen. We connect consumers to national brands found in local markets. Consumers purchase locally, and we help make this possible. 2 Proprietary and confidential. Do not distribute.
  3. 3. Gregg Stewart • Over 20 years of Local Search and Interactive agency experience • President of 15miles — the Interactive division of TMPDM • Local / Mobile expert on ClickZ and SearchEngineWatch. Former Search Engine Strategies advisory board member 3 Proprietary and confidential. Do not distribute.
  4. 4. Agenda • The Importance of Local Search • Top 5 Local Search Pitfalls 1. Failure to plan = plan to fail 2. There is no silver bullet 3. Thinking national is local 4. Burying your head in the sand 5. Measuring actions – not outcomes • Open Q&A 4 Proprietary and confidential. Do not distribute.
  5. 5. Please join us immediately after this webinar at www.15miles.com/linkedin to participate in additional discussion about local search pitfalls and challenges. 5 Proprietary and confidential. Do not distribute.
  6. 6. Local Search at a Glance… • Local Search grew 46% over the past year while general search grew 31%1 • Local portal search experienced 29 percent growth • IYP/Local sites experienced 17 percent growth • 80 percent of consumers expect businesses in their search result to be within 15 miles of their location1 • 30 percent of all queries contain a city, state or zip code2 Source: 1 TMPDM/comScore Local Search Usage Study 2008/2009 2Piper Jaffray 2008 research paper 6 Proprietary and confidential. Do not distribute.
  7. 7. Local Search Marketplace is Growing Quickly Google made Local Search a priority in 2009 & 2010 - evident from the following: • Returns local results on queries without geo- modifiers Source: TMPDM/comScore Local Search Usage Study 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 7 Proprietary and confidential. Do not distribute.
  8. 8. Local Search Marketplace is Growing Quickly Google made Local Search a priority in 2009 & 2010 - evident from the following: • Returns local results on queries without geo- modifiers • Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses Source: TMPDM/comScore Local Search Usage Study 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 7 Proprietary and confidential. Do not distribute.
  9. 9. Local Search Marketplace is Growing Quickly Google made Local Search a priority in 2009 & 2010 - evident from the following: • Returns local results on queries without geo- modifiers • Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses • Broadening what it considers local reviews— sentiment analysis now includes hyperlocal blogs, local portals and news sites Source: TMPDM/comScore Local Search Usage Study 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 7 Proprietary and confidential. Do not distribute.
  10. 10. Local Search Marketplace is Growing Quickly Google made Local Search a priority in 2009 & 2010 - evident from the following: • Returns local results on queries without geo- modifiers • Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses • Broadening what it considers local reviews— sentiment analysis now includes hyperlocal blogs, local portals and news sites • Launched hours and menu information along with rich Snippets about reviews, people and events to include in SERPs Source: TMPDM/comScore Local Search Usage Study 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 7 Proprietary and confidential. Do not distribute.
  11. 11. Local Search Marketplace is Changing Rapidly Total Unique Visitors (000) Jan 2009 – Jan 2010 +40% +14% -6% - 39% +736 - 7% +19% +53% - 28% Source: comScore, MyMetrix Key Measures,;February, 2010 8 Proprietary and confidential. Do not distribute.
  12. 12. Goal of Local Online Business Search 15miles Write a review – more info>> Read Ratings 317 Madison Avenue and Reviews Suite 2310, New York, NY 10017 3% 877-753-0015 Get hours of Other 15miles.com operation 2% Get Directions 6% Find a business with Research Products product/service needed 12% 26% Get Driving Directions 9% Address/Location Phone Number 21% 21% Source: TMPDM/comScore Local Search Usage Study 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 9 Proprietary and confidential. Do not distribute.
  13. 13. Online Search Results in Offline Action 15miles Write a review – more info>> 317 Madison Avenue Suite 2310, New York, NY 10017 877-753-0015 15miles.com Post-Search Activity Get Directions • 46% contacted by phone • 37% visited the business21% Phone Number location Address/Location 21% • 11% contacted online Source: TMPDM/comScore Local Search Usage Study 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 10 Proprietary and confidential. Do not distribute.
  14. 14. Pitfall # 1: Failure to Plan = Plan to Fail Pitfall # 2: There Is No Silver Bullet Pitfall # 3: Thinking National is Local Pitfall #4: Burying Your Head in the Sand Pitfall #5: Measuring Actions, Not Outcomes 11 Proprietary and confidential. Do not distribute.
  15. 15. Align Media Strategy & Marketing Goals Marketing goals might include: • Creating an online presence • Differentiating your business • Brand building • Converting leads Effective local search programs can be complicated. It’s more than simply appearing near the top of search results… 12 Proprietary and confidential. Do not distribute.
  16. 16. Pitfall # 1: Failure to Plan = Plan to Fail Pitfall # 2: There Is No Silver Bullet Pitfall # 3: Thinking National is Local Pitfall #4: Burying Your Head in the Sand Pitfall #5: Measuring Actions, Not Outcomes 13 Proprietary and confidential. Do not distribute.
  17. 17. Holistic Strategy - Media Opportunities Consumers Use Many Resources Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 14 Proprietary and confidential. Do not distribute.
  18. 18. Holistic Strategy - Media Opportunities Consumers Use Many Resources Variations in media used will occur based on the consumers need or intent 2009 Local Business Search Share IYP’s • YellowPages.com 9% • SuperPages.com • Etc 29% 23% Local Search • Google Maps 68% • Yahoo! Local 96% • Etc 46% General Search • Google 25% • Yahoo! 3% • Bing 2% • Etc HVAC Child Care Personal Banking Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 15 Proprietary and confidential. Do not distribute.
  19. 19. Holistic Strategy - Comprehensive Visibility Optimum visibility includes: • Paid & Organic visibility on Search Engines • Internet Yellow Pages • Social Media & Mobile Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 16 Proprietary and confidential. Do not distribute.
  20. 20. Holistic Strategy - Comprehensive Visibility Optimum visibility includes: • Paid & Organic visibility on Search Engines • Internet Yellow Pages • Social Media & Mobile But also means : • Using Google’s Local Business Center • Managing your online reviews Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. 16 Proprietary and confidential. Do not distribute.
  21. 21. Pitfall # 1: Failure to Plan = Plan to Fail Pitfall # 2: There Is No Silver Bullet Pitfall # 3: Thinking National is Local Pitfall #4: Burying Your Head in the Sand Pitfall #5: Measuring Actions, Not Outcomes 17 Proprietary and confidential. Do not distribute.
  22. 22. Local Searches Should Bring Local Results Simplifying the Search Experience Must visit corporate website, then find where to Simple one click to search for a local listing (didn’t you just do that??) complete local listings 18 Proprietary and confidential. Do not distribute.
  23. 23. Targeting - Keywords, Messages, Content, Platforms Plumber Affordable Rates, Available 24/7. plumber Search Milwaukee WI Area. Call Us Today! OakCreekPlumbing.net/Plumbers Milwaukee, WI Know where your customers are Digital programs should include: • IP Targeting by campaign 19 Proprietary and confidential. Do not distribute.
  24. 24. Targeting - Keywords, Messages, Content, Platforms home remodeling quotes chicago Search Know where your customers are. Digital programs should include: • IP Targeting by campaign • Geo-specific modifiers on keywords 19 Proprietary and confidential. Do not distribute.
  25. 25. Targeting - Keywords, Messages, Content, Platforms Home Remodeling Chicago Expert remodeling services. Call home remodeling quotes chicago Search for a quote– 773.756.5860. Handyman.net Chicago, IL Know where your customers are. Digital programs should include: • IP Targeting by campaign • Geo-specific modifiers on keywords • Locally relevant messages facing business searchers 19 Proprietary and confidential. Do not distribute.
  26. 26. Targeting - Keywords, Messages, Content, Platforms Home Remodeler Chicago Remodeling services inside the loop Call for a quote 773.756.5860. Effective targeting requires multiple Handyman.net Chicago, IL Need Remolding Ideas message segments Chicago remodeling experts. Click thru for a free brochure. Handyman.net • By Location Chicago, IL 20 Proprietary and confidential. Do not distribute.
  27. 27. Targeting - Keywords, Messages, Content, Platforms Home Remodeler Chicago Remodeling services inside the loop Call for a quote 773.756.5860. Effective targeting requires multiple Handyman.net Chicago, IL Need Remolding Ideas message segments Chicago remodeling experts. Click thru for a free brochure. Handyman.net • By Location Chicago, IL • Searcher Objective / Intent 20 Proprietary and confidential. Do not distribute.
  28. 28. Pitfall # 1: Failure to Plan = Plan to Fail Pitfall # 2: There Is No Silver Bullet Pitfall # 3: Thinking National is Local Pitfall #4: Burying Your Head in the Sand Pitfall #5: Measuring Actions, Not Outcomes 21 Proprietary and confidential. Do not distribute.
  29. 29. Monitoring - The Importance & Usage of Reviews Importance Of Consumer Usage of Consumer Ratings and Reviews Ratings and Reviews (top 2 box rating on 5 point scale) 60% 70% People who use social networking sites 50% 60% for local business information are more likely to use consumer reviews (53%) 50% 40% 2007 40% 30% 2008 2009 30% 20% 20% 10% 10% 0% 0% Source: TMPDM/comScore Local Search Usage Study 2009 22 Proprietary and confidential. Do not distribute.
  30. 30. Monitoring - Reviews About Your Business ARE Happening! Regardless of geography or category, it’s vital to be aware of what is being said about your business Population 3,000,000 Population 25,000 Screen shots from 2/25/10 23 Proprietary and confidential. Do not distribute.
  31. 31. Monitoring - The Value of Owner Responses • Active review monitoring • Prompt, courteous response from the Manager • Shows respect for customer (past & future) • No public response from the owner • Presumed to not care to voice their opinion • Leaves a poor impression for potential patients 24 Proprietary and confidential. Do not distribute.
  32. 32. Monitoring - Reveal and Optimize Opportunity Web 2.0 World: • Listen first Umm..what does asbestos look like…eek! • Provide value second going to try and fix my toilet tonight...should be interesting to say the least. Can anyone recommend a good home contractor 25 Proprietary and confidential. Do not distribute.
  33. 33. Monitoring - Reveal Opportunity Platforms to monitor include: • User Reviews • Internet Yellow Pages • Search Engines • Angie’s List • CitySearch & Yelp • Hyper Local & Industry Related Blogs • Twitter 26 Proprietary and confidential. Do not distribute.
  34. 34. Pitfall # 1: Failure to Plan = Plan to Fail Pitfall # 2: There Is No Silver Bullet Pitfall # 3: Thinking National is Local Pitfall #4: Burying Your Head in the Sand Pitfall #5: Measuring Actions, Not Outcomes 27 Proprietary and confidential. Do not distribute.
  35. 35. Tracking - Make Informed Marketing Decisions Tracking success improves marketing efforts Including providing insights on: • New opportunities • Consumer behavior • Improving conversions • How marketing dollars should be allocated If it can be measured, it can be optimized… 28 Proprietary and confidential. Do not distribute.
  36. 36. Tracking - Hold Marketing Initiatives Accountable Determining success includes measuring multiple metrics online, as well as offline. Simply counting clicks is not effective tracking. • Local call tracking lines • In-store coupon redemption etc. • Post-click Analytics • Off-site Analytics 29 Proprietary and confidential. Do not distribute.
  37. 37. Tracking - Understanding Your Goals Conversion goals for local search programs generally differ from other campaigns Awareness $5 cost per Lead Nationwide, Generation, 5% general search… Familiarity Conversion Avg. Comparison Local, specific Pricing $10 cost per Lead Generation, 20% search… Conversion Avg. Purchase 30 Proprietary and confidential. Do not distribute.
  38. 38. Effective Local Search Marketing Review 36 Proprietary and confidential. Do not distribute.
  39. 39. Brief Summary #1 - Failure to Plan = Plan to Fail Platforms Monitoring Targeting Tracking 31 Proprietary and confidential. Do not distribute.
  40. 40. Brief Summary #1 - Failure to Plan = Plan to Fail #2 – There is NO Silver Bullet Platforms • Consumers use multiple media - be found in all • Search Engines, IYPs, Monitoring Social Media etc. Targeting Tracking 31 Proprietary and confidential. Do not distribute.
  41. 41. Brief Summary #1 - Failure to Plan = Plan to Fail #2 – There is NO Silver Bullet Platforms • Consumers use multiple media - be found in all • Search Engines, IYPs, Monitoring Social Media etc. Targeting Tracking #3 – Thinking National is Local • Segment your market • Deliver on ad promises • Limit hurdles to reach content 31 Proprietary and confidential. Do not distribute.
  42. 42. Brief Summary #1 - Failure to Plan = Plan to Fail #2 – There is NO Silver Bullet #4 – Burying Your Head in Platforms the Sand • Consumers use multiple media - be found in all • Listen to the market • Search Engines, IYPs, Monitoring • User Reviews Social Media etc. Targeting Tracking #3 – Thinking National is Local • Segment your market • Deliver on ad promises • Limit hurdles to reach content 31 Proprietary and confidential. Do not distribute.
  43. 43. Brief Summary #1 - Failure to Plan = Plan to Fail #2 – There is NO Silver Bullet #4 – Burying Your Head in Platforms the Sand • Consumers use multiple media - be found in all • Listen to the market • Search Engines, IYPs, Monitoring • User Reviews Social Media etc. Targeting Tracking #3 – Thinking National is Local #5 – Measuring Actions, • Segment your market Not Outcomes • Deliver on ad promises • Track marketing efforts • Limit hurdles to reach content through to sale / conversion 31 Proprietary and confidential. Do not distribute.
  44. 44. Thank You. Please join us immediately after this webinar at www.15miles.com/linkedin to participate in additional discussion about local search pitfalls and challenges 32 Proprietary and confidential. Do not distribute.

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