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How Local Listings Work, Aha!Local Univ. Session 2

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The second session of Aha!Local University, a seminar series designed to teach business owners and operators how to market their business online to local customers. This session focuses on local …

The second session of Aha!Local University, a seminar series designed to teach business owners and operators how to market their business online to local customers. This session focuses on local listings, like Google Maps or Bing Local, and how businesses can take advantage of these as a marketing tool.

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  • 1. Aha!Local  University  Session  Two  Local  Lis)ngs  are  the  New  Yellow  Pages  The  second  in  a  series  of  seminars  and  webinars  about  how  to  market  your  business  online  to  local  customers   |   ©  2011  Parallel  Path  Corp.  
  • 2. Agenda  •  What  Are  Local  Lis8ngs?  •  Why  Do  They  Ma@er?  •  How  Do  They  Work?   > What  Can  the  Local  Business  Operator  Do  Herself?   > What  Should  be  Done  by  an  Agency?   •  What  Should  You  Look  for  in  an  Agency?  •  Preview  of  Next  Session  •  Final  Thoughts   |   ©  2011  Parallel  Path  Corp.  
  • 3. Local  Lis8ngs  Are  Everywhere   |   ©  2011  Parallel  Path  Corp.  
  • 4. Local  Lis8ngs  Are  Everywhere   |   ©  2011  Parallel  Path  Corp.  
  • 5. Local  Lis8ngs  Are  Everywhere   |   ©  2011  Parallel  Path  Corp.  
  • 6. Local  Lis8ngs  Are  Everywhere   |   ©  2011  Parallel  Path  Corp.  
  • 7. Local  Lis8ngs  Are  Everywhere   |   ©  2011  Parallel  Path  Corp.  
  • 8. Why  Do  They  Ma=er?  •  Modern  replacement  for  Yellow  Pages  •  Local  business  searchers  are  farther  along  in  the   purchase  cycle  •  74%  of  Internet  users  do  local  searches  (Kelsey  Group)  •  86%  take  ac8on  on  the  results  (call  or  visit)   67%  of  searchers  20-­‐45  years  old  reported  when  they  searched   online,  they  believe  the  top  list  of  companies  on  Google  are  the   “highest  recommended”  or  “most  authorita8ve”  businesses  to   contact.  (SearchOnomics)  8   |   ©  2011  Parallel  Path  Corp.  
  • 9. Google  is  Winning  Among  Search  Engines  and  Directories   45%   40%   Yelp   35%   Dexknows   30%   Bing  Local   25%   Mapquest   20%   Yellowbook   Superpages.com   15%   AT&T  (Yellowpages.com)   10%   Yahoo!  Local   5%   Google  Maps   0%   Jun-­‐08   Jun-­‐09   Jun-­‐10   (15Miles)  9   |   ©  2011  Parallel  Path  Corp.  
  • 10. But,  Social  Media  is  Coming  on  Strong  •  From  2009  to  2010,  local  search  volume  grew  13.8%   > Search  engine  searches  grew  9%   > Non-­‐search  engine  searches  grew  22%  10   |   ©  2011  Parallel  Path  Corp.  
  • 11. Local  Search  Tool  Varies  by  Searcher  Age       18-­‐24   25-­‐34   35-­‐44   45-­‐54   55-­‐64   65+  Print  directory   9%   12%   20%   27%   34%   43%  Local  newspaper  or  magazine   2%   1%   2%   2%   3%   3%  Telephone  directory  assistance   3%   2%   2%   2%   2%   2%  Mobile  device   3%   7%   3%   2%   1%   0%  General  search  engine   45%   36%   35%   29%   25%   22%  Internet  yellow  pages   15%   23%   24%   21%   21%   16%  Local  search  engine   15%   14%   11%   14%   11%   11%  Social  networking  site   6%   4%   2%   1%   0%   0%   (15Miles)  11   |   ©  2011  Parallel  Path  Corp.  
  • 12. The  Data  Wholesalers   |   ©  2011  Parallel  Path  Corp.  
  • 13. |   ©  2011  Parallel  Path  Corp.  
  • 14. The  Local  Search  Engines   |   ©  2011  Parallel  Path  Corp.  
  • 15. The  Internet  Yellow  Pages   |   ©  2011  Parallel  Path  Corp.  
  • 16. The  Social  Networking  and  Review  Sites   |   ©  2011  Parallel  Path  Corp.  
  • 17. The  Local  Search  Portals   |   ©  2011  Parallel  Path  Corp.  
  • 18. |   (Getlisted.org  &  Dath  Corp.   ©  2011  Parallel  P avid  Mihm)  
  • 19. What  Does  All  This  Mean  For  Your  Business?  •  Google  has  largest  share,  so:   > Make  sure  your  business  is  presented  well   > Performance  (placement)  on  Google  is  most   important  •  But  60%  of  your  market  is  looking  elsewhere,  so:   > Make  sure  your  data  is  broadly  distributed  and   accurate  19   |  January  13,  2011   ©  2011  Parallel  Path  Corp.  
  • 20. How  Do  Local  Lis8ngs  Work?   |   ©  2011  Parallel  Path  Corp.  
  • 21. History  Of  Google  Local  Lis8ngs  •  2005:  Google  Local  integrated  with  Google  Maps  •  2006:  OneBox  Business  Lis8ng  Map  appears  on  main   search  results  page  •  2008:  Displaying  10  business  lis8ngs  rather  than  3  •  2009:  Displaying  7  business  lis8ngs  (Google  7-­‐pack)  •  2009:  Dashboard  for  Local  Business  Center  •  2009:  Google  Place  Pages  •  2010:  Google  rolled  out  integrated  Places  Results   Google  is  s8ll  changing  Maps  dynamically  as  they  try  to  grow   their  revenue   |   ©  2011  Parallel  Path  Corp.  
  • 22. It  Used  To  Be  So  Much  Easier   |   ©  2011  Parallel  Path  Corp.  
  • 23. Current  Lis8ng  Placement  Factors    Is  your  lis8ng  showing  up  on  Page  1  of  Google  for  relevant  searches?   LOCATION   AUTHORITY   RELEVANCY   |   ©  2011  Parallel  Path  Corp.  
  • 24. Loca8on:  Business  Loca8on  In  Rela8on  To  City  Center  •  Local  lis8ngs  are  designed  to  get  you  to  display  in  the   city  you  are  located  •  Less  important  factor  in  less  compe88ve  ci8es  or   markets  (luxury  car  dealer  or  spice  shops)  •  Loca8on  trumps  informa8on  on  Places  page  in  most   cases  •  For  service  businesses  (plumbers,  contractors,  etc),   Google  has  a  way  to  define  service  areas     |   ©  2011  Parallel  Path  Corp.  
  • 25. Authority:  Cita8ons  •  What  is  a  cita8on?  •  Cita8ons  come  from  various  sites  –  BBB,  Yellowpages,   Local  lis8ng  sites,  etc  •  Importance   > Google  looks  for  cita8ons  as  part  of  regular  web   crawl   > More  Cita8ons  =  Higher  Rankings   > Compe8tors  have  cita8ons  –  you  should  have  what   they  have   |   ©  2011  Parallel  Path  Corp.  
  • 26. What  Are  My  Cita8ons?   |   ©  2011  Parallel  Path  Corp.  
  • 27. Authority:  Garnering  Reviews  •  Benefits  Of  Reviews   >  70%  of  searchers  find  online  reviews  important  to  their  decision  process   >  Search  engines  use  reviews  to  determine  credibility  of  business   >  Reviews  are  on  many  sites  –  Yahoo,  Google,  Yelp,  Tripadvisor,   Citysearch,  Insiderpages,  etc.  •  Drawbacks  Of  Reviews   >  Hard  to  control   >  Some  types  of  businesses  have  a  harder  8me  genera8ng  reviews   >  Angry  customers  more  likely  to  leave  reviews   >  It  is  hard  for  business  owners/employees  to  ask  for  reviews   Important:  Ask  For  Reviews!   |   ©  2011  Parallel  Path  Corp.  
  • 28. Examples  Of  Review  Performance   |   ©  2011  Parallel  Path  Corp.  
  • 29. Examples  Of  Review  Performance   Boulder  Auto  Tune  Ups   |   ©  2011  Parallel  Path  Corp.  
  • 30. Relevancy  •  Google  is  in  the  “search”  business  •  Your  lis8ng  must  be  presented  in  such  a  way  that  the   search  engine  knows  that  it  matches  the  searcher’s  intent   |   ©  2011  Parallel  Path  Corp.  
  • 31. What  Can  I  Do  Myself?   |   ©  2011  Parallel  Path  Corp.  
  • 32. Claim  Your  Google  Places  Page  •  Ensures  that  your  business  data  (phone,  address,   business  name,  URL,  etc)  is  correct  •  Gives  you  control  of  upda8ng   > You  can’t  update  your  lis8ng  if  you  don’t  claim  your   page  •  Represents  your  business  the  right  way   Your  Google  Places  Page  is  your  online   representa8on  of  your  business.     |   ©  2011  Parallel  Path  Corp.  
  • 33. Claim  Your  Google  Places  Page  •  The  most  important  aspect  of  claiming  your  lis8ng  is  to  put  you   in  control  of  your  business  informa8on   CLICK  HERE   |   ©  2011  Parallel  Path  Corp.  
  • 34. Local  Address  and  Phone  •  Have  local  address  –  no  PO  box  •  Have  local  phone  number  –  no  800  number  •  Provide  Google  with  address  &  phone  (you  can  hide   your  address  from  the  search  results)   |   ©  2011  Parallel  Path  Corp.  
  • 35. Monitor/Respond  To  Reviews  •  Know  what  is  being  said  about  your  business  on  the   web  •  Many  sites  let  you  respond  to  reviews  lep  on  their  site   > Google  Maps   > Yelp  (paying  customers)   > Citysearch  (paying  customers)   > TripAdvisor  •  Use  common  sense  when  responding  to  reviews   Remember:  Less  is  more  when  responding  to   reviews   |   ©  2011  Parallel  Path  Corp.  
  • 36. Monitor/Respond  To  Reviews  •  Monitoring  and  responding  to  reviews  helps  you  understand  how  others  see   your  business  and  how  you  can  improve!     |   ©  2011  Parallel  Path  Corp.  
  • 37. Distribute  Your  Business  Informa8on  •  Distribute  your  business  informa8on  beyond  Google  (40%  of   local  search  market)  •  The  more  places  your  business  name,  address,  and  phone   number  are  listed,  the  more  cita8ons  you  get  on  Google  •  Where  to  start:   >  Yahoo   >  Bing   >  Citysearch   >  Insiderpages   >  Yelp   >  Yellowpages  (free  lis8ng)   >  Merchant  Circle     |   ©  2011  Parallel  Path  Corp.  
  • 38. Why  Do  I  Need  An  Agency?   |   ©  2011  Parallel  Path  Corp.  
  • 39. What  Agencies  Offer  •  The  rules  in  local  search  change  constantly   > Agencies  monitor  and  respond  to  these  changes   > Agencies  know  how  to  op8mize  your  data  for   performance  •  Agencies  know  what  works  on  a  Place  Page  and  what   does  not  •  Agencies  advise  on  where  the  local  search  traffic  is   It  is  an  agency’s  job  to  understand  the  rules  and   intricacies  of  local  search   |   ©  2011  Parallel  Path  Corp.  
  • 40. Agencies  Advise  on  Opportuni8es     |   ©  2011  Parallel  Path  Corp.  
  • 41. Agencies  Advise  on  Opportuni8es     |   ©  2011  Parallel  Path  Corp.  
  • 42. Agencies  Correct  Problems  •  Duplicate  Lis8ngs   > Everyone  is  supplying  everyone  with  informa8on  •  Incorrect  data   > Phone  numbers   > Addresses   > URLs  •  Responding  to  changes  in  results   > Compe8tors   > Algorithm  changes   Agencies  know  who  to  call  to  get  this  stuff  fixed   |   ©  2011  Parallel  Path  Corp.  
  • 43. Agencies  Provide  Distribu8on  •  Agencies  have  access  to  large  distribu8on  networks   that  individual  businesses  do  not  •  The  ideal  distribu8on  network  is  always  changing  –   make  sure  you  can  be  found  in  all  the  right  places   Make  sure  your  distribu8on  network  is   always  growing   |   ©  2011  Parallel  Path  Corp.  
  • 44. How  Do  I  Select  An  Agency?    •  Experience   > How  many  lis8ngs  do  they  manage?   > Client  references  •  Repor8ng  •  Distribu8on  Network   |   ©  2011  Parallel  Path  Corp.  
  • 45. Wrap-­‐Up   |   ©  2011  Parallel  Path  Corp.  
  • 46. Planned  Curriculum  •  Local  Lis8ngs  and  Local  Search  •  Local  Paid  Adver8sements  •  Social  Media  •  Reviews  •  Online  Coupons  •  Loca8on-­‐Based  Social  Networking  •  Mobile   |   ©  2011  Parallel  Path  Corp.  
  • 47. Final  Thoughts  •  Slides  will  be  posted  online   > Link  will  be  sent  to  meetup.com  group  and  to   Twi@er  followers  (@parallelpath)  •  Please  sign  in  to  make  sure  we  have  your  complete   contact  info  •  Please  provide  feedback  on  the  meetup.com  group   site  •  Referral  gip:  Bring  another  next  8me  and  get  a  gip!   |   ©  2011  Parallel  Path  Corp.