Local Search Marketing by Alan Bleiweiss

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

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?

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

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

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

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.)

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

Alan Bleiweiss Search Marketing Wisdom http://SearchMarketingWisdom.com @AlanBleiweiss #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss

Local Search Marketing by Alan Bleiweiss

by BlueGlass Inc. on Dec 16, 2010

Accessibility

Categories

Upload Details

Usage Rights

Statistics

Local Search Marketing by Alan Bleiweiss Presentation Transcript