Chicago	
  •	
  November	
  	
  4–7,	
  2013	
  •	
  #SESCHI	
  @SESConf	
  
World Class Local
Optimizing Listings, Place ...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
World	
...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Milesto...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Google+...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Factors...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Local	
...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Consist...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Timelin...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
And tho...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Google	...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Google+...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Google+...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
•  Busi...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Correct...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Social	...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Yelp	
 ...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Yelp	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Yelp
Ch...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Foursqu...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Local	
...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Local	
...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Display...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Schema	...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Hotel	
...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Key	
  ...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Know	
 ...
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Thank	
...
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SES Chicago 2013 - World Class Local: Optimizing Listings, Place Pages, and Beyond

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Transcript of "SES Chicago 2013 - World Class Local: Optimizing Listings, Place Pages, and Beyond"

  1. 1. Chicago  •  November    4–7,  2013  •  #SESCHI  @SESConf   World Class Local Optimizing Listings, Place Pages, and Beyond Benu  Aggarwal   Milestone  Internet  Marke3ng  Inc.   President  and  Founder  
  2. 2. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal World  Class  Local   Op3mizing  Lis3ngs,  Place  Pages,  and  Beyond      •  Where  is  Local?     •  Factors  ImpacIng  Local   •  Local  Search  Ecosystem  2013  –  Google   •  Consistent  UNAP  Process   •  Google  +  Place  Page  OpImizaIon  Process   •  Hyperlocal  –  Yelp  and  Four-­‐Square     •  On-­‐Page  Local  OpImizaIon   •  Geo  Specific  SCHEMA’s   •  Meta  Search  –  Hotel  Finder     •  Key  Take  Aways          
  3. 3. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Milestone  at  a  glance   Drive online revenue and profitability for our clients Silicon Valley ~ Chicago ~ India 150 employees ~1500 hotels Digital marketing software and services for hospitality
  4. 4. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Google+ Local Bing Local Yahoo Local IYPs   Maps Internet Yellow Pages Local Search Local Citations Travel Sites UGC Hyperlocal Where is Local? – All Channels
  5. 5. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Factors  ImpacIng  Local   •  OpImizing  Local  Profile  on  Google+,   Bing  Local,  Yahoo  Local     •  IYPs  and  Data  aggregator  -­‐  NAP   consistency,  citaIon  volume     •  Social  and  Hylerlocal  Signals  –   Google  +,  Facebook  likes,  Mobile     •  Duplicate  lisIngs     •  On-­‐page  Local  OpImizaIon   •  Number  of  reviews       Local Signals Places Page External Loc. On-page Link Review Social Behavioral/ Mobile Personalization http://moz.com/local-search-ranking-factors from survey by David Mihm
  6. 6. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Local  Search  Ecosystem  2013  -­‐  Google   There are 100’s of channels that you can advertise in…..only a few matter! Search  Engines   Data  Providers   Hyperlocal   IYPs   Travel  Sites  UGC   Local  CitaIons   Maps  
  7. 7. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Consistent  UNAP  Process     •  URL,  Name,  Address,  Phone   number(UNAP)  consistency       •  Local  and  Hyperlocal  profiles     •  CitaIons  and  data  feeds     •  OpImizing  website       Brand.com   Independent   Enhance  Data   Consistent  UNAP    
  8. 8. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Timeline  to  Make  Changes  
  9. 9. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal And thousands more……. How  do  you  know  which  channels?    
  10. 10. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Google  +  Place  Page       Process,  Best  PracIces,  Fully   OpImized  Profile  and  Social  Signals    
  11. 11. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Google+ Page Place Optimization Process Create business page (or access to existing) Send verification postcard Receive PIN; Merge listing QA listing; Optimize listing per guidelines Add Social posts and listing extensions
  12. 12. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Google+ Listing Verification § Postcards generally arrive within 1 week § Verification for Google+ is not available in all countries § Provide contact person name, to ensure postcard isn't thrown out
  13. 13. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal •  Business  Name  is  correct  and  in  only  one  language   •  Address  is  accurate,  and  is  geo-­‐coded  using  Google  standards   •  Business  Hours  are  added   •  Correct  contact  informaIon  (Phone,  Fax,  URL,  Email)  are  added   •  Correct  Categories  are  displayed  (up  to  10)   •  Profile  Image  uses  correctly-­‐sized  logo;  Uses  a  high-­‐resoluIon  Cover   Flow  Image  of  the  business  or  local  area   •  LisIng  is  connected  with  URL  through  Webmaster,  and  to  any  other   Google  Extension  (i.e.  AdWords  Express)   •  Publisher  tag  added  -­‐>  URL  verified  on  G+  Profile   •  Advise  client  to  have  a  minimum  of  10  reviews,  5  followers,  5   business  images  and  on-­‐going  “check-­‐ins”  by  customers   Google + Best Practices
  14. 14. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Correct  UNAP  and  contact   informaIon     OpImized  Images  for  profile,   cover  and  of  property     Accurate  map  marker  locaIon     Correct  Categories     Merged  and  verified     OpImized  content     Overall  review  score     Get  Custom  URL:               +Hya$EscalaLodge     User  Reviews  of  Business  
  15. 15. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Social  signals  in  acIon  
  16. 16. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Yelp   5.4  Million  Searches  for  Hotels  on  Yelp  in   January  2013   41%  of  Hotel  Searches  on  Yelp  are  on   Mobile  Devices  
  17. 17. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Yelp  
  18. 18. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Yelp Check-in offer Photos Specialties and Announcements Business Info User Reviews UNAP
  19. 19. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Foursqure visibility with check-in offers
  20. 20. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Local  Search  Ecosystem  2013  -­‐  Apple
  21. 21. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Local  lisIng  in  Google  Maps   Driving directions, star rating, # of reviews Engagement CTAs Actual photos of the property
  22. 22. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Display Address in text Phone numbers Location MAP Image names and ALT tags Should have city-state keywords Add physical address text to bottom of every page. Add hCard Microformat to enable rich snippet. Website  OpImized  for  Local  Search  
  23. 23. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Schema  verificaIon   •  Schema  ImplementaIon  on  various  pages  and   review  of  working  Schema  through   Webmaster  Structured  Data  Report    
  24. 24. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Hotel  Finder  ranking  factors   •  Number  of  quality  reviews   •  Pricing   •  Presence  on  Google+  Local   •  Quality  pictures   •  Proximity  to  city  center   http://www.searchenginejournal.com/google-hotel-finder-war-hotel-serp-listings/67152/#FcsjRIHWDziWrB4H.99
  25. 25. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Key  Take  Aways     •  Consistent  Nap     •  Quality  Directories  and  Search  Engines   •  OpImize  Local  Profiles     •  Use  Google+  page  to  create  social  relevancy     •  OpImize  your  onpage  –  Hcard,  Schema’s,   Images,  H1,  Itle  etc   •  Figure  out  what  it  takes  to  have  correct  profile  in   Apple  Map  and  Meta  Search  in  your  verIcal    
  26. 26. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Know  Great  People   •  Director  of  Strategies  Client  Facing       •  Sr.  Web  Analyst     •  hnp://jobs.milestoneinternet.com    
  27. 27. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Thank  You   Ques3ons?     Benu  Aggarwal   benu@milestoneinternet.com     www.milestoneinternet.com   blog.milestoneinternet.com   twiner.com/milestonemktg   facebook.com/MilestoneInc   google.com/+MilestoneInternet  

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