This is the slide presentation from the Integrated Digital Strategies, ComForcare and At Your Side webinar on Feb 14th, 2014.

1. Digital Marketing Webinar
Feb 14, 2014 – 3pm EST
What Every CFC / AYS Franchise Needs To Know

2. Agenda
•
•
•
•
•
Introduction To “Local Market Launch” (IDS Partner)
Why Local Search Optimization?
Local and Mobile Go Hand and Hand
Personalization of Search & What It Means
Your Local Search Program powered by Digital Marketing
Toolkit
• Status of Corporate Wide Local Search Program
– Verify My Listings
• National and Local SEO
– Special Offer By Corporate
• Questions

3. Local Search Market Opportunity
22 million
25%
businesses in the
United States
visible online

4. Local + Mobile
50%+
of mobile queries have
local intent
90%
take action as
a result
Consumers want data to be right at the moment they need
In the age of mobile and local search, companies that adopt a real-time
mindset and invest in the technology and data to make that happen for
their consumers will win
infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses

5. 3 Market Forces
TECHNOLOGICAL
The mobile revolution
and decentralization of
search
SOCIAL
Word-of-mouth has
moved online
ECONOMIC
Death of print
directory advertising

6. 3 Market Forces
TECHNOLOGICAL
SOCIAL
192 Million people
with smartphones in
the U.S. by 2016
76% of consumers
rely on online
reviews before
making a purchase
ECONOMIC
$7.3 billion decline
in print yellow page
ad sales since 2007

7. It’s Not Just the Engines
3 of the over 100 social media sites
generate over 400 million
visitors/month
The number 1 review site generates
over 90 million visitors/month
The top directory sites generate
over 100 million visitors/month

9. The Local Ad Market

10. An SMB’s Marketing Budget
• SEO (includes
Google+
Local) is clearly
seen as the
most effective
internet
marketing
channel for
SMBs
• After SEO, it is
Local Online
Directories that
are seen as the
most effective
BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com
brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013
technique.

11. Claimed Business Profiles
d

12. Optimal Google+ Local Page

13. BEFORE Data Enhancement
d

14. AFTER Data Enhancement
d

15. True Local SEO

16. Citations:
Authority
Consistency
Quality
Quantity
Local Search Factors:
Citations
Other Factors:
• Quantity of citations from industry-
relevant domains and with mobile
indicators
• Quality/Authority of Inbound links to
Domain
• Individually Owner-Verified Google
Plus Local Page
d

17. d

18. Today’s Takeaways
Enhanced Data : findability + discovery
Claimed Profile : credibility + conversion
Citations : ranking + traffic
85% of local mobile searches results
in buyer action within 5 hours
38% will visit & 20% will call
d

19. Personalization Of Search
Local and Mobile Factors
• Site Must Have Local
Content Around The City
• Physical Address & Zip
Codes
• User’s area
• Mobile and Desktop
show different results
Personal History
• Liked, +1d, Shared it
• First Impressions &
Brand Loyalty
•
http://searchengineland.com/guide/seo/personalization-search-engine-rankings

20. Digital Toolkit Product
Local Search Package

21. Google+
YellowBook
Bing Local
MojoPages
Yahoo Local
InsiderPages
HotFrog
WhitePages
SuperPages
Local.com
YellowPages
Angie’s List
Yelp
Kudzu
ShowMeLocal
Merchant Circle
Foursquare
MapQuest
STEP: 1
Manta
Citysearch
Acxiom, InfoGroup, Neustar / Localeze and Factual.

22. Before:
After:
Results:
• Extended tab
content
• Member since
• Hours of operation
• Payments
accepted
• Enhanced images
• Connect to
merchant
• Business
description
= enhanced content

23. STEP: 2
Sheer Volume of Citations Still Influences
Local Search Ranking
•
• Quantity of structured citations is the 6th most influential factor in the 2013 Local
Search Ranking Factors survey.
• Getting a spread of citations across a wide range of relevant & appropriate sites
is still a very valid and beneficial task for an SMB or SEO to tackle.
moz.com/local-search-ranking-factors
brightlocal.com/2013/09/23/expert-citation-survey-2013

24. STEP: 3
Review Me Web Page

25. STEP: 4
DIY Reputation Intelligence
Email Alerts When You Receive An Online Review

26. STEP: 5
Reporting Dashboard
Client View – Local Visibility Report
• Timeline showing
chronological progress
of order
• Pie chart showing
number of directories
client is listed in/type of
directories client is
found in
• Speedometer showing
search ranking of
business
name/business
keywords
• Directory icons
linking to live listings
on directory site
• Submission status of
listings
• Color/Symbol status
of Listing’s
description, hours, w
ebsite, logo, images,
& video

27. Status For ComForcare Home Care

28. Local Search Status – Franchise Wide
• Digital Syndication to 98% of all local web - Complete
– Factual, Localeze, Axiom, Infogroup
• G+ Local & Bing Places Bulk Claiming- Complete
– ComForcare Home Care (NAP), Categories, Descriptions
– If you have a claimed listing prior to submission, you will
be receiving a verify my listings email to provide us
credentials to optimize (Google+ Local and Bing Only)

29. Local Franchisee Customers
Emails have gone out to Group 1 Digital Marketing Toolkit Customers For Verification of:
• Top 20 Search Portals & Review Sites
• Phone Verification Attempts Exhausted

30. We will resend email of verifymylistings.com on Monday, please accept and schedule appt
Verify My Listings
As part of the validation
process, Google+, Bing Local, Yahoo!
Local, and others require verifying your
business phone number. This is an easy
process that takes only a few minutes to
complete.
Simply visit verifymylistings.com to schedule a
business listings verification appointment. Make
sure to change the timezone to match the business
location.

31. Verify My Listings
During the appointment, return to
verifymylistings.com and click the "If your
appointment time is now, please click here"
button to start a chat with a phone verification
specialist.
Calls will be triggered directly to the business
phone line, so it is important that someone at
the business is there to answer.

32. Combination of National Local SEO
• ComForcare.com Is Doing National SEO
–
–
–
–
–
Build Authority and Trust Throughout Corporate domain
Premium Link Building, Content Marketing
On-Site SEO & Content Optimization
Target Home Page & Category Pages
Trickle down to local pages over time
• Local Landing Pages Optimized Individually
–
–
–
–
Custom Content
On-Site SEO Content Optimization
Link Building and Authority to Individual pages
Acceleration of Rankings and Lead Generation

33. Hyper-Local Pages For Digital
Marketing Toolkit Customers
• 2 Dedicated Service Area Pages Included:
• Naturally blend your target communities
• Focus on Target Keywords:
– Home Care, Senior Home Care, Home Care Services
– Proximity, Zip Codes, Robust Optimized Content
• Local Testimonials if possible
• Information about the communities served
Sign Up For The Digital Marketing Toolkit
By March 20, 2014

34. Questions