Why local search should be part of your e-commerce strategy
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David Whatley of MiShop.local outlines: - Why local search is the bridge between the high-street and your website. - How brands can leverage their off-line presence to drive e-commerce traffic - Why local search traffic is different - What makes a good local store landing page
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Why local search should be part of your e-commerce strategy
- 1. @mishoplocal www.mishoplocal.co.uk control your brand in local search David Whatley @mishoplocal Why local search should be part of your e-commerce strategy
- 2. @mishoplocal www.mishoplocal.co.uk David Whatley Founder & Managing Director MiShop.local Ltd. In Local SEO & LLO since 2010 Consultant since 2000
- 3. @mishoplocal www.mishoplocal.co.uk What are we going to look at? 1. Why local search is the bridge between the high-street and your website 2. How brands can leverage their off-line presence to drive e-commerce traffic 3. Why local search traffic is different 4. What makes a good local store landing page
- 4. @mishoplocal www.mishoplocal.co.uk What do we mean by Local Search? Local 3 Stack When people search for “Product” or “Service” + “Location” You need a physical address to appear in local search
- 5. @mishoplocal www.mishoplocal.co.uk What do we mean by Local Search? You need a physical address to appear in local search
- 6. @mishoplocal www.mishoplocal.co.uk LOCAL organic search is dependent on: Google My Business AND Local Listing Sites 1. Consistent NAP* 2. Consistent Categories 3. Rich Content** 4. Customer Reviews 5. Links to location specific web-pages ON * NAP - Name, Address and Phone Number ** Content - Business description, photos, logo, videos, key words, etc,
- 7. @mishoplocal www.mishoplocal.co.uk Website High Street Local search is a bridge between the high-street and your website.
- 8. @mishoplocal www.mishoplocal.co.uk WebsiteClicks High Street Bricks Or the bridge between bricks and clicks...
- 9. @mishoplocal www.mishoplocal.co.uk Location is a HUGE search filter KEYWORDS LOCATION RESULTS
- 10. @mishoplocal www.mishoplocal.co.uk e-commerce sites compete nationally Competitor Your e-commerce Site
- 11. @mishoplocal www.mishoplocal.co.uk Retail shops compete locally…….. @mishoplocal www.mishoplocal.co.uk
- 12. @mishoplocal www.mishoplocal.co.uk which means reduced online competition Competitor e-commerce site Your e-commerce Site Competitor e-commerce Site @mishoplocal www.mishoplocal.co.uk
- 13. @mishoplocal www.mishoplocal.co.uk A high-street presence is a strategic asset in search
- 14. @mishoplocal www.mishoplocal.co.uk Local retailers will outperform web only retailers in local search
- 15. @mishoplocal www.mishoplocal.co.uk Leverage your local presence to drive more traffic to your website Location A Location B
- 16. @mishoplocal www.mishoplocal.co.uk What do people search for locally? (Understanding the local customer journey).
- 17. @mishoplocal www.mishoplocal.co.uk People searching for a local retailer are typically looking for: Opening Time Directions A number to call Store information A website
- 18. @mishoplocal www.mishoplocal.co.uk Local search is a bridge between the high-street and your website. Brand Store Local Search Result Click to call Click for directions Click to website Brand Website
- 19. @mishoplocal www.mishoplocal.co.uk Store A local search results should point to a locally optimised store page: Store A Store B Store C Store n Brand Website Local Search Result
- 20. @mishoplocal www.mishoplocal.co.uk Store A Store pages should be locally optimised: Brand Website Store C Store n Store A Address Phone Number Opening Times Location Specific Content Local Search Result
- 21. @mishoplocal www.mishoplocal.co.uk Store pages are often neglected or side-lined in e-commerce website. YET Local search can raise awareness of your e-commerce services
- 22. @mishoplocal www.mishoplocal.co.uk They should be: • Informative • Inviting • Inspiring
- 23. @mishoplocal www.mishoplocal.co.uk Linking to an un-optimised store page is like asking a customer to enter your shop by the back door!
- 24. @mishoplocal www.mishoplocal.co.uk local search results not linking to local store pages Store pages not optimised for local or mobile Very basic store information No Call-to-Action No Click-to-Call No visible link to e-commerce services Common issues with local landing pages:
- 25. @mishoplocal www.mishoplocal.co.uk The primary objective of local search is to find local information not necessarily to transact online…. HOWEVER, Local search can raise awareness of your e-commerce services or even convert to a transaction. Local customers aren’t necessarily e-commerce customers (YET)!
- 26. @mishoplocal www.mishoplocal.co.uk A good local search experience We like Schuh
- 27. @mishoplocal www.mishoplocal.co.uk NAP in microformat and consistent with local listingsLocation Specific Landing Page Location specific content in schema Suggest Adding Click to Collect (for relevant stores) CHECK IN-STORE STOCK Location specific Stock Check Clear store page naming A good local store page Opening Times
- 28. @mishoplocal www.mishoplocal.co.uk A good local mobile site
- 29. @mishoplocal www.mishoplocal.co.uk A lost opportunity to show off e-commerce & click-to-collect facilities
- 30. @mishoplocal www.mishoplocal.co.uk Debenhams’ e-commerce site does have a store finder, but: Local search results don’t point to it There are no store page to link to. Make sure you can link to store pages in your e-commerce site
- 31. @mishoplocal www.mishoplocal.co.uk Good local content but not mobile optimised Yet Pets At Home does have a good mobile site and store finder. Check your linking to a mobile friendly store page
- 32. @mishoplocal www.mishoplocal.co.uk Don’t make it difficult for customers to find store information
- 33. @mishoplocal www.mishoplocal.co.uk Does it need to be so difficult to find store information? Different Site Keep looking!!
- 34. @mishoplocal www.mishoplocal.co.uk No store information (at all) Provide the information that local searchers are looking for No Opening Times No Branding No Ownership
- 35. @mishoplocal www.mishoplocal.co.uk Leveraging an addresses for local search
- 36. @mishoplocal www.mishoplocal.co.uk Retail Concessions Offices / Depot Service Area Business There are four types of business address You go to them They come to you You might go to them
- 37. @mishoplocal www.mishoplocal.co.uk Retail Stores Should be listed with a unique NAP NAP & URL listing convention Name Store X Address 1 High Street A Town SW1 1AB Phone Number 01273 123456 URL www.storex.com/branchx Store X
- 38. @mishoplocal www.mishoplocal.co.uk Store X BA DC Retail Store X Concession Brands Brand A Brand B Brand C Brand D Concession Brands Should be listed with unique NAPs
- 39. @mishoplocal www.mishoplocal.co.uk URL www.storex.com/ branchx www.branda.com /branchx www.brandb.com /branchx www.brandc.com /branchx www.brandd.com /branchx Address 1 High Street A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB Name Store X Brand A Brand B Brand C Brand D Phone Number 01273 123456 01273 456789 01273 232323 01273 454545 01273 787878 Concession brands must have unique NAP listings Name Store X Brand A Brand B Brand C Brand D Address 1 High Street A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB Phone Number 01273 123456 01273 456789 01273 232323 01273 454545 01273 787878 URL www.storex.com/ branchx www.branda.com /branchx www.brandb.com /branchx www.brandc.com /branchx www.brandd.com /branchx 1 Store + 4 Concessions = 5 Different NAP & URL Listings Same Address Different Names Different Phone Number Different URL 1 2 3 4 5NAP Same Address Different Names Different Phone Number Different URL Name Address Phone Number URL
- 40. @mishoplocal www.mishoplocal.co.uk Summary: Local search is a bridge between the high street and your website A physical address is a strategic asset in online search NAP details must be listed consistently & link to the store page Point customers to the local information they are searching for (first), BUT use the opportunity to raise awareness of your ecommerce services. Optimise your store pages for local and mobile
- 41. @mishoplocal www.mishoplocal.co.uk Local Presence and Reputation Management for Brands david.whatley@mishoplocal.co.uk 01273 987498 www.mishoplocal.co.uk @mishoplocal
Editor's Notes
- We’re going to compare the similarities and differences between local SEO and Organic SEO for On-site, Off-site and Social drivers.
- Organic SEO – non-paid search listings, without localised contact details. This could be national or local keywords. Google Local – has been branded Google Places, Google+ Local, and now Google My Business. As soon as you specify a location OR Google deems that your search is local, the results are very different. Local Search is different to conventional organic search
- Organic SEO – non-paid search listings, without localised contact details. This could be national or local keywords. Google Local – has been branded Google Places, Google+ Local, and now Google My Business. As soon as you specify a location OR Google deems that your search is local, the results are very different. Local Search is different to conventional organic search
- YOU’RE EITHER THERE OR YOU’RE NOT! An Address is a Strategic Advantage in local search location is a major filters for search – basically if Google deems your search ‘local’, it will immediately filter out all those search results that are not located in that vicinity. The fuzzy edges indicate that Google decides on what passes through the filter based on “VICINITY” to a given location according to your NAP Whereas it is possible to appear in organic search for Keyword search locations, it is significantly more difficult to appear in organic if the search is done by post code, or an area. For certain services I do not even need to specify a location as certain services are automatically classified as local and will be picked up by your mobile or ISP location. For example, I can optimise a keyword on a website for “brighton”, but if someone enters “patcham” – which is part of Brighton- it will not appear in an organic keyword search, but it could appear in a local search IF the address is correctly set-up. This presents a strategic advantage to businesses that are able to leverage a local address.
- So if you’re trying to grab the attention of the entire audience in the UK – you are actually competing with every other ecommerce site that is trying to do the same
- Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search. There may be lots of shops, but there may only be a few that you are in competition with.
- Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search.
- Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search.
- It’s easy to dismiss the store page as an irrelevance – but the local search drivers are different to web – they also perform differently in search. So it makes sense to leverage these. From a user perspective, it is not helpful to be taken to the front door of the website – if you are looking for a very specific piece of information about the local branch.. Most ecommerce make it very difficult to find store data.
- Think about the customer journey Why are they looking for local information, how did they get to that page? Where do you want to send them afterwards? This is an opportunity to give them what they want immediately, but also raise awareness of what you can do online.
- The point of this page is to draw attention to the fact that the journey that a local customer takes may not be to have an ecommerce transaction…. But if doen correctly, it could result in one. Why the store landing page is important For local search – the store landing page should be the front door to your shop. It is often neglected and in many cases is not optimised for local If someone has arrived via local search, they may not be aware of your ecommerce site, they may not be aware of click-to-collect at that store. Although local searchers may be looking for local store related information, rather than to purchase on-line, it is a ‘moment’ of truth where you can inform customers of your ecommerce facilities.
- Many ecommerce sites make it difficult for people to find local store information. They’ve arrivd there via a local seasrch, and now you are asking them to enter the details again. Chances are they’ll bounce straight out
- We’re going to compare the similarities and differences between local SEO and Organic SEO for On-site, Off-site and Social drivers.