Local Search Marketing

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How can a business that serves a local market (i.e. - restaurants, hotels, etc.) best leverage the search platforms, such as Google, Bing & Yahoo? See how you can increase your online lead/sales value by 1,030%.

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Local Search Marketing

  1. 1. Increase your Restaurant/Hotel’sonline exposure by 1030%with Local Search Marketing Mark Hughs 407-678-3062 x211 Mark@Xcellimark.com 1
  2. 2. What Is Local Search Marketing? 2
  3. 3. Key Success Factors in Online Marketing:• Professional Website Design/Image• Search Marketing• Social Media• E-mail Marketing 3
  4. 4. Key Success Factors in Online Marketing:• Professional Website Design/Image• Search Marketing• Social Media• E-mail Marketing 4
  5. 5. Regular SEO vs. Local SEO:• Regular SEO is all about optimizing websites.• Local SEO is all about optimizing locations.• With the new blended results, you must now strive to do both well. 5
  6. 6. What Is Local Search Marketing? 6
  7. 7. Source: BIA / Kelsey, 2010 7
  8. 8. Google’s Biggest Threat? 8
  9. 9. Business Budgets – Online Tactics 9
  10. 10. 10Why Local Search?
  11. 11. Smart Phones – Mobile Search 11
  12. 12. Smart Phones – Mobile Search• 74% Growth from 2010 to 2011 ofconsumers accessing content fromretailers from mobile devices.• According to the IDC, 101 millionsmartphones were sold in 2010,versus only 92 million PC’s. 12
  13. 13. 3 Pillars of Local Rankings• Location/Distance • From the searcher or • From the location being searched• Relevance • To the search query• Location Prominence • What others say about you in the context of your “place” 13
  14. 14. Claim & Optimize Your Local Listing • Be Thorough & Descriptive • Be Accurate & Consistent • Keywords are still KEY 14
  15. 15. What Is Local Search Marketing? 15
  16. 16. What Is Local Search Marketing? 16
  17. 17. Google Place Page/Local Listing 17
  18. 18. Google Places Virtual Tour 18
  19. 19. Google Places Virtual Tour 19
  20. 20. Google Places Virtual Tour 20
  21. 21. Citations• Citations are like “links” in Regular SEO• They can actually be a link or just a mention of your business’ N.A.P.: • Name • Address • Phone Number• Build citations by submitting to Top Local Directories 21
  22. 22. What are Top Local Directories?• They all have high page rank• They allow ‘Do Follow’ links• They allow reviews• Indexed in Google• Trusted source of citations 22
  23. 23. Top Local Directories• Google Hotpot • MerchantCircle.com• Bing.com/local • Foursquare• Yahoo Local • Gowalla.com• City Search • AngiesList.com• Yelp • MojoPages.com• Super Pages • HotFrog.com• Facebook Pages • Kudzu.com• YellowPages.com • Manta.com 23
  24. 24. What is being said about you online?• Where is it being said?• Sentiment of those mentions (good or bad)• Keywords used in those mentions 24
  25. 25. Reviews• Restaurants: Urban Spoon, Zagat, Open Table• Wine: Snooth• Nearly Everything: Yelp• Health Practitioners: Demand Force• Contractors: ServiceMagic• Real Estate: Trulia, Zillow• Shopping: Amazon 25
  26. 26. The Truth About Reviews• 84% of consumers are likely to check online reviews*• Average online review is 4.3/5.**• Negative reviews converts to a sale better than a positive review.** *2010 Retail Bulletin ** BazaarVoice 26
  27. 27. Other social signals:• Checkins• Tweets, reTweets, followers• Friends, connections, network activity 27
  28. 28. 140 Local Search Case Study 120 100 80 Total Actions 60 Website Visitors 40 20 0 1-Jan 1-Feb 1-Mar 1-Apr 1-May TotalMonth 11-Jan 11-Feb 11-Mar 11-Apr 11-May ChangeImpressions 22 105 682 787 678 1127% 28Actions 7 13 63 66 45 580%Visitors 2 7 43 56 40 1030%
  29. 29. Clarion Hotels Case Study 29
  30. 30. Clarion Hotels Case Study +400% Increase in impressions 30
  31. 31. Clarion Hotels Case Study 31
  32. 32. Clarion Hotels Case Study +500% Increase in hotel visitors 32
  33. 33. Bubbalou’s BBQ Case Study SOLUTIONS INCLUDE:• Custom web development• Pay-per-click advertising• SEO/Local Search Marketing• Social Media – Facebook, Twitter, etc.• Call-tracking 33
  34. 34. Bubbalou’s BBQ Case Study MONTHLY RESULTS:• 80-120 call-in orders/month• 250-450 catering leads/month• 70% of catering leads convert/close 34
  35. 35. Bubbalou’s BBQ Case Study 2010 vs 2011:• 21% increase in site traffic• 26% increase in catering leads 35
  36. 36. Local SEO Checklist:1.) Keyword Research2.) Standardize Your Name, Address, and Phone Number3.) Optimize Your Business Profiles in Top Directories4.) Claim Your Listing In Google Places 36
  37. 37. Local SEO Checklist:5.) Obtain Links/Citations From Local Authority Sites6.) Encourage Customer to Rate & Review Your Business7.) Provide Images, Videos & Coupons 37
  38. 38. Xcellimark Awards & Certifications:• “Leading Provider of Web Design for Eastern US” in 2007, 2008, 2009, 2010, & 2011• “Best in Search for Link Building by TopSEOs in Dec 2010 – Feb 2012.• Advanced certification in Google AdWords as a Qualified Google Advertising Company 38
  39. 39. Xcellimark in the News:• Top 5 Digital Media Company in Central Florida (2010)• Top 10 Advertising Agency in Central Florida (2010)• OBJ’s Golden 100: Ultimate Newcomers (2010)• Featured on “Today in America” hosted by Terry Bradshaw• Top 10 Web Design Companies in Southern US (2007-2011) 39
  40. 40. Xcellimark Credentials:• Circle Members of SEMPO, the leading search engine marketing professionals organization in North America.• Longtime members of SeoPros, a leading national SEO consultants directory with stringent criteria for entry.• Members in good standing with the Better Business Bureau’s Reliability Program. 40

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