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Local Search Marketing by Alan Bleiweiss
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Local Search Marketing by Alan Bleiweiss

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BlueGlass Florida presentation by Alan Bleiweiss from SearchMarketingWisdom.com

BlueGlass Florida presentation by Alan Bleiweiss from SearchMarketingWisdom.com

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Local Search Marketing by Alan Bleiweiss Local Search Marketing by Alan Bleiweiss Presentation Transcript

  • National + Regional + Local = Maximized Reach #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • Top Secret Clients
    • Recent Audits
      • Regional Bank
      • $84 billion in assets 346 branches in 4 States
      • Pac Union Real Estate
      • 470 Agents in 24 Office Locations
      • Top Ten U.S. University
      • 15,000 pages across 17 sub-domains
    #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • National + Regional + Local
    • Missing the Local Opportunity
    • Challenges from three fronts
    • Evangelize the additional reach
    • Geo-Funnels (Upside down funnels)
    • Automate Wherever Possible
    • Takeaways
    #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • Missing the Local Opportunity
    • Example: Large corporate Banks
    • Challenges
      • Big business mentality
        • We’re in the big leagues – why bother?
      • Resource limitations
        • We already have enough on our plate
      • IT Pushback
        • What do you mean we have to scrap our Java locations finder and do programming in another language?
    #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • Missing the Local Opportunity
    • Big Business Mentality
    • We’re in the big leagues – why bother?
    • Missing huge opportunities
      • 97% of consumers conduct Local Search 1
      • 33 million monthly visits to Yelp 2
      • 2 million U.S. businesses have Google Place Pages 3
    • 1 – BIA Kelsey study July, 2010
    • 2 – Yelp Data July, 2010
    • 3 – Google Q1 data via David Mihm
    #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • Missing the Local Opportunity
    • Resource Limitations
    • We already have enough on our plate
      • With thousands of pages, you have a leg up on local businesses
      • Designate Corporate point person
      • Establish Unified message
      • Task local content to local offices/branches
      • Include Community based content on local pages
      • Automate Wherever Possible
    #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • Missing the Local Opportunity
    • IT Pushback
    • The company needs the revenue
    • Your competitors are running circles around you
    • Let’s automate this
    • Here’s the plan, I want your input
    #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • Go Local
    • Geo-Funnel
      • Upside Down Funnel Model
        • State 50 pages
        • City 200 pages
        • Town 5000 pages
      • Identify Highest Value Local Pages
        • Start with key locations
        • Beef up regional pages above each of these
        • Point Internal & External links to targeted pages
      • Auto-populate Geo-funnel data in key areas
        • URLS
        • Page Titles, Meta Descriptions
        • Breadcrumbs
        • H1 tags
        • Link Anchor text
      • Don’t Forget Microformats (reviews, Hours of operation, etc.)
    #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • Go Local #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • National + Regional + Local
    • Takeaways
    • Identify the opportunity
    • Think through the obstacles / objections
    • Show each decision maker how this change can be achieved
    • Establish baseline metrics before the work begins
    • Prioritize rollout tasks for maximum value sooner
    • Be willing to compromise when necessary
    • Implement Dashboards for progress tracking
    • Create & Target upside down funnels
    • Look for ways to intelligently automate
    #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  • Alan Bleiweiss Search Marketing Wisdom http://SearchMarketingWisdom.com @AlanBleiweiss #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss