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Managing Local Listings to Drive ROI for National Brands

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Multi-location businesses, especially national brands with thousands of locations, struggle to manage the accuracy and consistency of their local business information. Yet, using local listings to …

Multi-location businesses, especially national brands with thousands of locations, struggle to manage the accuracy and consistency of their local business information. Yet, using local listings to drive search traffic has proven to deliver the lowest cost per acquisition in the search industry to date. During this webinar, Rio SEO will share the processes used and the results seen by big brands that are managing their local business listings in bulk.

Published in: Marketing, Technology, Design

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  • 1. @w2scott WEBINAR SERIES April 10, 2014 Managing Local Listings to Drive ROI for National Brands
  • 2. @rio_seo / #localseo WHAT YOU WILL LEARN Processes necessary to achieve multi-location local SEO results Managing your local business data in a single environment What steps and optimizations you should take first for Map listings The advantages of local listing syndication across data aggregators How to measure the effectiveness of local search efforts and ROI
  • 3. @rio_seo / #localseo 4 STEPS TO MAXIMIZE LOCAL ROI 1. Single environment to manage and collect local data 2. Tackle the BIG local search directories first 3. Syndicate local data to build links and enhance user experience 4. Measure Local SEO ROI through KPIs
  • 4. COLLECTING AND MANAGING LOCAL DATA
  • 5. @rio_seo / #localseo MANAGING LOCAL BUSINESS DATA Single Local Content Management System Ensuring Data Accuracy and Consistency Manage Local Data Alongside External Resources
  • 6. @rio_seo / #localseo OPTIMIZING YOUR LOCAL DATA Name Can Including Geo-Modifier or Service (i.e. Sports Authority San Diego) Consistent Address, Local Phone Number Local Business Hours and Specialty Hours Local Descriptions to Include Services Offered (i.e. Sports Authority Sporting Goods) Brand Logo, Storefront and Product Images Social Media Links and Additional Local Info
  • 7. @w2scott SUBMIT LOCAL DATA TO SEARCH ENGINES
  • 8. @rio_seo / #localseo CLAIMING LOCAL SEARCH LISTINGS Google Maps, Yahoo Local, Bing Maps Attaching Local Landing Page URLs Local URLs Should Include Mobile Optimized Version Optimizing Local Info for Each Directory
  • 9. @rio_seo / #localseo THE POWER OF MAP LISTINGS Control Your Local Business Data Optimize Around Local Keywords Impact of Local Map Rankings Various Category Optimization Additional Search Real-Estate Recent Reports: Big 3 Account for 96.3% of US Search Traffic http://rioseo.co/SearchEngineStats (searchengineland.com)
  • 10. DISTIRIBUTE DATA TO LOCAL ECOSYSTEM
  • 11. @rio_seo / #localseo SYNDICATION TO AGGREGATORS Core Aggregators are InfoUSA, Neustar, Acxiom, Factual Power niche directories, mobile maps and apps, GPS devices AND “the internet of things” Costs of All 4 Data Aggregators under $100 per year per location over 1000 locations Engaging with Aggregators Gives You Insight to their Local Database
  • 12. @rio_seo / #localseo LOCAL DATA VALIDATION + LINKS Optimizing the Entire Local Ecosystem Backlinks from Hundreds of Directories Local Internet Yellow Page Listings Local Data on Apps and GPS Devices Add Local Data to Social Networks
  • 13. @w2scott DEFINING ROI FROM LOCAL SEO EFFORTS
  • 14. @rio_seo / #localseo HOW TO MEASURE LOCAL ROI Measuring Analytics from Local Landing Pages on Desktop and Mobile Landing Page Click and Search Activities Local Promotions, Coupons or Downloads Measure Conversions from Online to Offline with Unique Promo Codes
  • 15. @rio_seo / #localseo AUTOMATING LOCAL SEO IS KEY CMS Technology to Scale Local SEO Automating Syndication Optimization Save Time, Increase Efficiency, Monitor Results Hyper-Local Marketing Capabilities Rio SEO’s Local Search Platform Overview Learn More:
  • 16. @rio_seo / #localseo ADDITIONAL RESOURCES LinkedIn.com/Rio-SEO-Automation-Software Twitter.com/rio_seo Facebook.com/RioSEOsolutions Instagram.com/rio_seo Pinterest.com/rioseo www.rioseo.com rioseo.com/Contact-Us 858.876.3010 Downloads Case Study: Rio Local Delivers Lowest CPC Whitepaper: Impacting Local SEO Rankings with Local Listing Management Whitepaper: How to Achieve Remarkable Results in Local and Mobile Search : A Step by Step Guide
  • 17. @w2scott THANK YOU FOR JOINING Any question on today’s webinar, please contact webinars@localsearchassociation.org for more information. If you would like to be considered for LSA’s Webinar Series, let us know at webinars@localsearchassociation.org. www.localsearchassociation.org/webinars