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Local Search & Mobile Presented by: Michael Dorausch, DC @chiropractic
convergence <ul><li>desktop shopper </li></ul><ul><li>cellphone user </li></ul><ul><li>wireless audiences </li></ul><ul><l...
desktop shopper <ul><li>Most familiar with </li></ul><ul><li>They do “research” online </li></ul><ul><li>SEO/SEM marketers...
cellphone user <ul><li>Nothing “casual” about it </li></ul><ul><li>“get-it-now” attitude </li></ul><ul><li>quality vs. loc...
Q: When searching for pizza from your mobile, do you seek best or closest?
Q: When searching for pizza from your mobile, do you seek best or closest? <ul><li>@lyndseo: Closest pizza place name that...
Q: Used your mobile phone to find a place to eat in past 30 days?
Q: Used your mobile phone to find a place to eat in past 30 days? <ul><li>@jazzcat: Yep. @Yelp is my friend. </li></ul><ul...
wireless audiences <ul><li>Includes cellphone user </li></ul><ul><li>Plugins and apps </li></ul><ul><li>gps user </li></ul...
apps <ul><li>If your target market is using mobile Yelp app you better be listed and hopefully well reviewed on Yelp. </li...
search engines <ul><li>“ SEO” like it’s 1999 </li></ul><ul><li>Well thought out “old school” seo still produces results fo...
data gathering <ul><li>Website analytics </li></ul><ul><li>Phone calls </li></ul><ul><li>Walk ins </li></ul>
call tracking
call tracking <ul><li>Over six thousand phone calls </li></ul><ul><li>3 questions asked </li></ul><ul><li>Responses record...
call tracking <ul><li>Name, phone number, “who referred you?” </li></ul><ul><li>Answers range from “friend”, Google, Yelp,...
twitter <ul><li>Twitter was the 4 th  most mentioned referral source in the category of local search. </li></ul>
summary <ul><li>Traditional SEO for Desktop Users </li></ul><ul><li>Page Profiles for Desktop and Mobile </li></ul><ul><li...
Get Connected <ul><li>@chiropractic </li></ul><ul><li>[email_address] </li></ul><ul><li>http://planetchiropractic.com/ </l...
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Local Search Las Vegas PubCon 2009

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Presentation on Local Search and Mobile. Talk given on Wednesday, November 11th, 2009 at the Las Vegas Convention Center.

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Transcript of "Local Search Las Vegas PubCon 2009"

  1. 1. Local Search & Mobile Presented by: Michael Dorausch, DC @chiropractic
  2. 2. convergence <ul><li>desktop shopper </li></ul><ul><li>cellphone user </li></ul><ul><li>wireless audiences </li></ul><ul><li>search engines </li></ul><ul><li>SEO/SEM marketers </li></ul>
  3. 3. desktop shopper <ul><li>Most familiar with </li></ul><ul><li>They do “research” online </li></ul><ul><li>SEO/SEM marketers help ensure results appear among research results </li></ul>
  4. 4. cellphone user <ul><li>Nothing “casual” about it </li></ul><ul><li>“get-it-now” attitude </li></ul><ul><li>quality vs. location </li></ul><ul><li>“best” may lose to nearby </li></ul>
  5. 5. Q: When searching for pizza from your mobile, do you seek best or closest?
  6. 6. Q: When searching for pizza from your mobile, do you seek best or closest? <ul><li>@lyndseo: Closest pizza place name that I recognize </li></ul><ul><li>Closest=location </li></ul><ul><li>Recognize=branding </li></ul><ul><li>Location + brand = FTW! </li></ul>
  7. 7. Q: Used your mobile phone to find a place to eat in past 30 days?
  8. 8. Q: Used your mobile phone to find a place to eat in past 30 days? <ul><li>@jazzcat: Yep. @Yelp is my friend. </li></ul><ul><li>@Pamela_Lund: I've used the Yelp app on my mobile to find a place to eat in the last 30 days </li></ul><ul><li>@matterhornpat: yup, and used it to place a review as well </li></ul>
  9. 9. wireless audiences <ul><li>Includes cellphone user </li></ul><ul><li>Plugins and apps </li></ul><ul><li>gps user </li></ul><ul><li>Netbook user </li></ul><ul><li>An appointment next Tuesday not recommended. </li></ul>
  10. 10. apps <ul><li>If your target market is using mobile Yelp app you better be listed and hopefully well reviewed on Yelp. </li></ul><ul><li>Same goes for those using Google Maps </li></ul>
  11. 11. search engines <ul><li>“ SEO” like it’s 1999 </li></ul><ul><li>Well thought out “old school” seo still produces results for local. </li></ul><ul><li>Granular local search </li></ul><ul><li>View PubCon Austin presentation at… http://michaeldorausch.com/ </li></ul>
  12. 12. data gathering <ul><li>Website analytics </li></ul><ul><li>Phone calls </li></ul><ul><li>Walk ins </li></ul>
  13. 13. call tracking
  14. 14. call tracking <ul><li>Over six thousand phone calls </li></ul><ul><li>3 questions asked </li></ul><ul><li>Responses recorded </li></ul>
  15. 15. call tracking <ul><li>Name, phone number, “who referred you?” </li></ul><ul><li>Answers range from “friend”, Google, Yelp, keyword searched, and… </li></ul>
  16. 16. twitter <ul><li>Twitter was the 4 th most mentioned referral source in the category of local search. </li></ul>
  17. 17. summary <ul><li>Traditional SEO for Desktop Users </li></ul><ul><li>Page Profiles for Desktop and Mobile </li></ul><ul><li>Call Tracking & Training </li></ul><ul><li>Ask Walk Ins Questions </li></ul><ul><li>Rinse, Repeat, Profit </li></ul>
  18. 18. Get Connected <ul><li>@chiropractic </li></ul><ul><li>[email_address] </li></ul><ul><li>http://planetchiropractic.com/ </li></ul><ul><li>http://michaeldorausch.com/ </li></ul>
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