ITT Tech LocalFeed Google Place Pages 01 11 Final

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  • **ANIMATION***
  • **ANIMATION***
  • **Animations***
  • These customers include but are not limited toMapQuest, InfoSpace, CitySearch, Yellow Assistance, Yellowpages.com, Superpages.com, Merchant Circle, MSN, AnyWho, YellowPagesCity.com, Yokel, Tyloon, Realtor.com, Kudzu.com, OnStar, TomTom, inFreeDA, Garmin, AOL, DexMedia, Ask.com, Addresses.com, YP.com, Move.com, PriceGrabber.com, Comcast, 4Info, InfoNxx, InsiderPages, Welcome Wagon, Worldpages.com, YellowBot, InformationPages.com, Denso and Gate5Note: This list does not represent the entire partner list that each aggregator services. Some of their partnerships forbid public disclosure of their relationships. This list may change without notice as the aggregators’ client list change. Both TMPDM and aggregators have no control over what the ‘feed sites’ do with the data once received.
  • **Animation*** Clicks
  • Little Rock, ARThis Place Page lacks robust categories, owner-supplied photos and videos, and location specific details. Oakland, CAThis Place Page lacks robust categories, owner-supplied photos and videos, and location specific details. Also, this Place Page contains a negative review by a Google user. Negative reviews can be responded to only if the Place Page is claimed by the business owner. Norwood, MAThis Place Page lacks robust categories, owner-supplied photos and videos, and location specific details. Also, this location has two separate place pages. Multiple Place Pages for a single location is seen as Spam by Google and can penalize the rankings for all of the multiple pages.
  • In order to set up a Google Boost ad, a local business must claim their Places Page first. The ads are then created directly in the Google Places account.The title of the ad must be the business name as defined in Google Places. No exceptions.70 characters are available for ad copy.Your destination URL can be your website or your Google Place page.The categories you select to be most relevant to your business will determine which queries your ad will show for.The ads will only show for geo-modified queries (“keyword” + “location”).Your ads run on a minimum monthly budget of $50. Google will provide a rough estimate of how many clicks you will generate for the money you invest.There is a “custom” option if you wish to spend morethan the maximum suggested budget.Once your ads are set up, your part of the work is done. Apparently, Google “does the rest.”
  • **ANIMATION***

Transcript

  • 1. Local Search Opportunities
    ITT Technical Institute
    January 2011
    1
  • 2. Agenda
    • A Trend Toward Local Search
    • 3. The Changing Media Landscape
    • 4. The Local Opportunity
    • 5. Local Listings Management
    • 6. Google Place Page Optimization
    • 7. Program Summary
    • 8. Appendix
    2
  • 9. A Trend Toward Local
    3
  • 10. The Changing Media Landscape
    4
    Since 2009 – local search site share increased 10% for school categories
    School Search Share
    (2009-2010)
    +10%
    Source: 15miles/comScore Local Search Usage Study, 2010
  • 11. The Changing Media LandscapeGrowing Local Marketplace
    5
    Local Search Volume is GrowingExponentially
    at 50% Each Year
    1 billion local searches
    per month in 2009
    1.5 billion local searches
    per month in 2010
    2.3 billion local searches
    per month in 2011
    3.45 billion local searches
    per month in 2012
    Source: Mobile Website Design – Discover Why Your Business Must Have One Designed; Ezinearticles.com, September 2010.
  • 12. The Changing Media LandscapeLocal Search Marketplace
    6
    of local business searchers
    cited online as their primary source of local business information.
    70%
    of local business searchers
    expect the business results to be within 15 miles of their location.
    64%
    Source: 15miles/comScore Local Search Usage Study, 2010
  • 13. 7
    The Changing Media LandscapeGoogle & Local Search
    Google made Local Search a priority in 2009 and 2010 evident from the following:
    • Returns local results on queries without geo-modifiers
    • 14. Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses
    • 15. Broadening what it considers local reviews—sentiment analysis now includes hyperlocal blogs, local portals and news sites
    • 16. April 2010 – Google launches Places allowing local business to optimize their listings
    • 17. October 2010 - Google Search goes local with place search placing more precedence on local business information - the top websites appearing in the organic listings are now those with Place Page profiles
    Local tags
    Service Areas
    QR Codes
  • 18. The Changing Media LandscapeGoogle Places Stats & Facts
    8
  • 19. The Local Opportunity
    Local Listing Management
    9
  • 20. Local Listing Management Local Listing Accuracy
    Inaccurate Business Information
    Searches were conducted in several markets for branded and non-branded terms on Google Maps, Yahoo! Local and Bing Maps. All had results that included inaccurate listings.
    Are Listings Accurate?
    Key Local Listings Considerations
    • Inclusion: Increased visibility in local business listings
    • 21. Accuracy: Improve the accuracy of your information.
    • 22. Enrichment: Build out your profile page with robust data (hours of operation, products and services for example)
    Incorrect Address or Phone Number
    Nothing is more frustrating for a customer on-the-go than showing up to a location and finding out that it’s not where it should be, or trying to reach a business and finding its phone number is incorrect.
    Note: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
    10
  • 23. Local Listing Management Inaccurate Business Listing Information
    Lack of Consistency with Business Name
    Note: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
    11
  • 24. Local Listing Management Local Listing Visibility
    % of Locations Appearing within the first 3 pages of results on Google Maps, Yahoo! Local and Bing Maps
    Are Listings Accurate?
    • Searches for the keyword “College” and “University”, along with each location’s city name and state were conducted for 10 of ITT Tech’s locations
    • 25. 57% of locations in total were found on the 3rd page or were not visible within the first 3 pages of results
    Note: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
    12
  • 26. Local Listing ManagementWhy 15miles
    LocalFeed improves local information in over 160+ access points
    Data distribution among local search sites is extremely extensive.
    Trying to capture and correct incorrect business information is very time-consuming and nearly an impossible task for one person.
    15miles provides a proactive approach to help correct inaccurate local listings at the source.
    • 15miles feeds listing information to Localeze, InfoUSA and Acxiom.
    • 27. 15miles also uploads data directly to Google via the Local Business Center.
    • 28. We also have the ability to upload clients data directly to IYP sites such as Superpages.com and YP.com
  • Local Listings ManagementLocalFeed Process
    1
    We submit your local listing information to top data aggregators
    Data Feed
    Listings will reach search engines, GPS systems, IYPs, and more through the aggregators’ distribution
    2
    Data Feed
    Consumers looking for your contact information will receive an accurate and relevant address, phone number, etc.
    3
    Contact
    4
    The feed process repeats monthly
    14
  • 29. The Local Opportunity
    Place Pages Optimization
    15
  • 30. Google Place Page OptimizationGoogle & Local Search
    Google Search has gone local with place search
    1 of every 5 searches on Google is now local in nature
    Google’s is placing more precedence on local business information
    • The top websites appearing in the organic listings are now those with Place Page profiles and local search sites such as IYPs
    • 31. Third-party review sites are now playing a role within listing results
    • 32. Increased importance on enhanced data such as:
    Place Pages
    IYPs achieve strong organic presence
    Source: Google Places, Stats & Facts, October 2010
  • 40. Google Place Page Optimization Page Analysis
    Not Optimized
    Optimized
    Note: Analysis of Google Place Pages completed 1/18/2010.
    17
  • 41. 18
    Google Place Page Optimization Additional Optimization
    Detailed Business Information
    Additional Information
    Including targeted keywords, services, and categories for individual agents
    Company Photos & Video
    15miles can claim ITT Tech’s Google Place pages and add local content by location.
    Business Reviews
  • 42. 19
    Google Place Page Optimization Local Business Listing VisibilityWithAdWords
    Give your Google Place page a Boost
    Google Boost is a locally focused spin on AdWords that allows local businesses to place paid advertising linked directly to Google Place Pages
    • Attract more local customers
    • 43. Ads only appear for geo-modified queries: “keyword” + “location”
    • 44. Google’s advertising algorithm determines placement and frequency
    • 45. Performance based
    • 46. 70 characters available for copy
    • 47. Ratings and reviews
    • 48. Include Google Tags
    Note: Currently only available in Chicago, San Francisco and Houston
  • 49. 20
    Google Place Page Optimization Mobile with Google Hotpot
    Consumers are finding local business on the go, via their mobile phones
    The introduction of Google’s Hotpot app makes it even more important for your Google Place Page to be up to date and fully optimized.
    • Google Hotpot is a mobile application available on the iPhone or any android phone that makes using Google Places easier
    • 50. This mobile app allows users to rate businesses and receive recommendations for new businesses to try by personalizing search results
  • Program Summary
    21
  • 51. Program Summary
    Recommended Local Listing Program for ITT Tech
    Monthly Local Listing Submissions – Includes feeds to major data aggregators and more. There are currently 160+ sites or partners receiving data from our feeds.
    Partners include search engines, Internet Yellow Page sites, GPS companies, car manufacturers and more.
    Complimentary Reporting – Monthly confirmation of the date the data file was sent to data aggregators.
    Note: Special pricing developed for ITT Tech provided per Gregg Stewart.
    22
  • 52. 23
    Our Commitment to ITT Tech
    Paid Search
    SEO
    Integration– Use of multiple media and diverse budget allocation based on media performance
    Collaboration – What is learned from one medium can be applied to other media
    Consistency – Deliver a consistent marketing message across local media channels
    Cohesive Reporting & Trackable Results
    Increase Sales & Lower Conversion Costs
    Mobile Search
    Offline Search
    Campaign Measurement
    Local Search
    IYP
    Social Media
    Media Mix
  • 53. Thank You
    Gregg Stewart
    President, 15miles
    Connect with us:
    Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter
    24
  • 54. Case StudyLocalFeed – Banking Industry
    25
    A client in the banking industry has allowed us to correct and optimize local listings for their many business units.After just one quarter, we are already seeing positive results…
    % of Accurate Local Listing Fields (Q1 vs Q2)
    Program Highlights:
    • Improving accuracy of listing fields across top IYPs and Search Engines
    • 55. Achieving a consistent look across all listings with correctly formatted business names and URLs