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Making Sense of the Local Search Landscape

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Smx West 2014 Session #Smx #32D - Making Sense Of The Local Landscapepresentation Making Sense Of The Local Search Landscape By Nolan Alexander @Nolan_Alexander Of Ethology

Smx West 2014 Session #Smx #32D - Making Sense Of The Local Landscapepresentation Making Sense Of The Local Search Landscape By Nolan Alexander @Nolan_Alexander Of Ethology

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  • 1. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Making Sense of the Local Landscape SMX West March 13, 2014 Nolan Alexander - ethology
  • 2. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 2 My Company ethology is a full-service digital marketing agency that helps challenger brands connect with their customers through the integration of research, strategy & execution. Me, Nolan Hello! I’ve been working in local search for the past 3 years doing the grunt work, integrating local search with social, paid and organic tactics all the while managing thousands of locations for dozens of clients in a variety of industries. www.ethology.com/SMX-Local #SMX @Nolan_Alexander @ethology
  • 3. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 3 You owner verified & optimized Google+ Local! Well… Now, what do you do? All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Congratulations! #SMX
  • 4. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 4 Why Target ‘The Others’ All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology #SMX
  • 5. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology The Google Influence 5All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology ‘The Others’ are helping Google reach great heights! (in local rankings)
  • 6. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Okay so directories help Google… But do they mean anything to my bottom line? You know, directly? (pun intended) 6 #SMX
  • 7. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 7All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology #SMX Of course they do. Because mobile
  • 8. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 8All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 84% of smartphone owners regularly use map applications #SMX
  • 9. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 9All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 40% of all Yellowpage.com traffic comes from mobile #SMX
  • 10. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 10All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology MapQuest App has over 40 million downloads #SMX
  • 11. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 11All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 11 million monthly mobile Yelpers #SMX
  • 12. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 12All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology & Apple Maps reaches 23% of smartphone users …you can’t really delete that one though #SMX
  • 13. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 13 Prioritize! Which should I tackle first? Which are the easiest? Which will be the most effective? So where do I start? All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology #SMX
  • 14. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology How? 14All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Research! Local Audit • Complete a quick local audit (yext.com, getlisted.org, LML) Analytics • Referral traffic • Conversion rates • Mobile traffic Local Search Studies • YP more influential for older demo • West coast are big Yelp users #SMX
  • 15. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 15All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology You have an idea of what directories are worthwhile Well… Now, what do you do? Congratulations! #SMX
  • 16. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 16All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Time & Effort
  • 17. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Bing Local 17 Easiest directory to claim! (get this done first) Bulk upload spreadsheet with all of your locations Owner verification through email All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology #SMX bingplaces.com
  • 18. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Yellowpages 18All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Pro Tip: Email YP Support Explain you’re having trouble claiming your place pages No real verification needed Optimize listings manually over time #SMX ypcsupport@yp.com
  • 19. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Yahoo Local 19 Only owner verify via email (or phone as a last result) 3+ months to update listings Frustrating to claim & optimize – Just ask Nyagoslav If you’re going to pay for enhanced listings, use Yext All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology smallbusiness.yahoo.com/local-listings/sign-up/ #SMX
  • 20. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Superpages 20 Search & claim by phone number (unique numbers!) No real verification needed Manually optimize at your leisure All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology supermedia.com/spportal/quickbpflow.do #SMX
  • 21. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Yelp 21All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Pro Tip: Use our Step by Step Instructions to claim! Save Money & Owner Verify Only pay for enhanced listings as a test pilot Measure your investment against free listings #SMX
  • 22. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 22All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Coda
  • 23. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Coda – Ending Lessons 23 1. Are These Directories Important? – YES! Keep your NAPW consistent & use a company email dedicated to local 2. … But, You Don’t Need to Optimize Everything 3. Know Your Investment Time - it would take to manually owner verify & optimize or… Money - it would take for enhanced listings through Yext, Yelp, YP and others 4. Align Local Tactics with Your Digital Strategy How do you measure local search success? Website traffic, phone calls? Maximize search coverage with holistically aligning paid, local & organic search? All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology #SMX
  • 24. 24 @Nolan_Alexander Local Search Manager – ethology Nolan.Alexander@ethology.com Thank You All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology