Local Tactics for National Brands

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It's no secret: national brands struggle with being local. And it's understandable why. Immersing yourself in a community is much easier for a single-location business than for a national brand. In this presentation, I walk through how enterprise local companies can learn from their local SMB competitors and earn their place in front of local customers. Presented at SearchFest 2016

Marketing

Local Tactics for
National Brands
Cori Shirk
Seer Interactive
SearchFest 2016

The struggle
#SearchFest @corishirk | Seer Interactive

You have a super power
#SearchFest @corishirk | Seer Interactive

BRANDis the promise of an experience
#SearchFest @corishirk | Seer Interactive

Stay alert
#SearchFest @corishirk | Seer Interactive

Strong foundations win
#SearchFest @corishirk | Seer Interactive

Listings Localized
Website
Reviews Links
#SearchFest @corishirk | Seer Interactive

Localized
Website
Reviews Links
#SearchFest @corishirk | Seer Interactive
Listings

#SearchFest @corishirk | Seer Interactive

5 W’s of Fully
Optimized Listings
#SearchFest @corishirk | Seer Interactive

Who: NAP + Logos
#SearchFest @corishirk | Seer Interactive

What: Categories
#SearchFest @corishirk | Seer Interactive

Where: Lat/Long,
Neighborhood,
Containment Stores
#SearchFest @corishirk | Seer Interactive

When: Store Hours
#SearchFest @corishirk | Seer Interactive

Why: Business Description
#SearchFest @corishirk | Seer Interactive

Who: NAP + Logos
What: Categories
Where: Lat/Long, Neighborhood,
Containment Stores
When: Hours
Why: Business Description
#SearchFest @corishirk | Seer Interactive

BrightLocal’s
Citation Tracker
#SearchFest @corishirk | Seer Interactive

Places Scout
#SearchFest @corishirk | Seer Interactive

Moz Local
#SearchFest @corishirk | Seer Interactive

Yext
#SearchFest @corishirk | Seer Interactive

Moz Local + Yext
#SearchFest @corishirk | Seer Interactive

Reviews Links
#SearchFest @corishirk | Seer Interactive
Listings
Localized
Website

I.D.I.O.T.’s Guide
to Location Pages
#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive
Individual
Discoverable
Informative
Optimized
Tagged

#SearchFest @corishirk | Seer Interactive
Individual

I really need to make
a case for this?
#SearchFest @corishirk | Seer Interactive

They
actually
work!
#SearchFest @corishirk | Seer Interactive

0
10
20
30
40
50
60
70
0
500
1000
1500
2000
2500
3000
3500
Traffic and Appointments Booked from New Store Pages
Sessions (Local) Appointments Booked (Local)
#SearchFest @corishirk | Seer Interactive

250
300
350
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450
500
550
600
650
7,500
12,500
17,500
22,500
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37,500
All Traffic and Appointments Booked
Sessions (All) Appointments Booked (All)
#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive
Discoverable

#SearchFest @corishirk | Seer Interactive
Informative

Siteliner.com
#SearchFest @corishirk | Seer Interactive

NOT
GREAT
#SearchFest @corishirk | Seer Interactive

“But scaling local content is hard!”
#SearchFest @corishirk | Seer Interactive

survey
Survey your franchisees
https://www.flickr.com/photos/plings/
#SearchFest @corishirk | Seer Interactive

survey
seer.is/1nuN9VS
https://www.flickr.com/photos/plings/
#SearchFest @corishirk | Seer Interactive

Optimized
#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive
Tagged

Use technology!
#SearchFest @corishirk | Seer Interactive

Links
#SearchFest @corishirk | Seer Interactive
Listings Localized
Website
Reviews

You can’t ignore them
#SearchFest @corishirk | Seer Interactive

Track them
#SearchFest @corishirk | Seer Interactive

Identify locations
that need extra help
#SearchFest @corishirk | Seer Interactive

Empower
your team!
#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive
Listings Localized
Website
Reviews
Links

“But scaling local link
building is hard!”
#SearchFest @corishirk | Seer Interactive

StLouisRealEstateExchange.com
BaltimoreFishbowl.com
RealEstateNewsNYC.com
VerticalLivingOrlando.com
JetSetDC.com
NorthEndWaterfront.com
#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive
Boston.com
PennLive.com
PhillyMag.com
CAPoliticalReview.com
AlexandriaNews.com
MidWestWinePress.com

Links
#SearchFest @corishirk | Seer Interactive

Relationships
#SearchFest @corishirk | Seer Interactive

Showcase offline relationships, online
#SearchFest @corishirk | Seer Interactive

Preferred Partner Badge Strategy
#SearchFest @corishirk | Seer Interactive

Thanks!
#SearchFest @corishirk | Seer Interactive

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1. Local Tactics for National Brands Cori Shirk Seer Interactive SearchFest 2016

2. The struggle #SearchFest @corishirk | Seer Interactive

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4. BRAND #SearchFest @corishirk | Seer Interactive

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8. Listings Localized Website Reviews Links #SearchFest @corishirk | Seer Interactive

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14. Where: Lat/Long, Neighborhood, Containment Stores #SearchFest @corishirk | Seer Interactive

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23. Reviews Links #SearchFest @corishirk | Seer Interactive Listings Localized Website

24. I.D.I.O.T.’s Guide to Location Pages #SearchFest @corishirk | Seer Interactive

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31. 0 10 20 30 40 50 60 70 0 500 1000 1500 2000 2500 3000 3500 Traffic and Appointments Booked from New Store Pages Sessions (Local) Appointments Booked (Local) #SearchFest @corishirk | Seer Interactive

32. 250 300 350 400 450 500 550 600 650 7,500 12,500 17,500 22,500 27,500 32,500 37,500 All Traffic and Appointments Booked Sessions (All) Appointments Booked (All) #SearchFest @corishirk | Seer Interactive

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69. Listings Localized Website Reviews Links #SearchFest @corishirk | Seer Interactive

70. Thanks! #SearchFest @corishirk | Seer Interactive

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