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Local Search Opportunities<br />ITT Technical Institute<br />January 2011<br />1<br />
Agenda<br /><ul><li>  A Trend Toward Local Search
The Changing Media Landscape
  The Local Opportunity
Local Listings Management
Google Place Page Optimization
Program Summary
Appendix</li></ul>2<br />
A Trend Toward Local<br />3<br />
The Changing Media Landscape<br />4<br />Since 2009 – local search site share increased 10% for school categories<br />Sch...
The Changing Media LandscapeGrowing Local Marketplace<br />5<br />Local Search Volume is GrowingExponentially<br />at 50% ...
The Changing Media LandscapeLocal Search Marketplace<br />6<br />of local business searchers <br />cited online as their p...
7<br />The Changing Media LandscapeGoogle & Local Search<br />Google made Local Search a priority in 2009 and 2010 evident...
Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses
Broadening what it considers local reviews—sentiment analysis now includes hyperlocal blogs, local portals and news sites
April 2010 – Google launches Places allowing local business to optimize their listings
October 2010 - Google Search goes local with place search placing more precedence on local business information - the top ...
The Changing Media LandscapeGoogle Places Stats & Facts<br />8<br />
The Local Opportunity<br />Local Listing Management<br />9<br />
Local Listing Management Local Listing Accuracy<br />Inaccurate Business Information<br />Searches were conducted in sever...
Accuracy: Improve the accuracy of your information.
Enrichment: Build out your profile page with robust data (hours of operation, products and services for example)</li></ul>...
Local Listing Management Inaccurate Business Listing Information<br />Lack of Consistency with Business Name<br />Note: Se...
Local Listing Management Local Listing Visibility<br />% of Locations Appearing within the first 3 pages of results on Goo...
57% of locations in total were found on the 3rd page or were not visible within the first 3 pages of results</li></ul>Note...
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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.”
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  • Transcript of "ITT Tech LocalFeed Google Place Pages 01 11 Final"

    1. 1. Local Search Opportunities<br />ITT Technical Institute<br />January 2011<br />1<br />
    2. 2. Agenda<br /><ul><li> A Trend Toward Local Search
    3. 3. The Changing Media Landscape
    4. 4. The Local Opportunity
    5. 5. Local Listings Management
    6. 6. Google Place Page Optimization
    7. 7. Program Summary
    8. 8. Appendix</li></ul>2<br />
    9. 9. A Trend Toward Local<br />3<br />
    10. 10. The Changing Media Landscape<br />4<br />Since 2009 – local search site share increased 10% for school categories<br />School Search Share<br />(2009-2010)<br />+10%<br />Source: 15miles/comScore Local Search Usage Study, 2010<br />
    11. 11. The Changing Media LandscapeGrowing Local Marketplace<br />5<br />Local Search Volume is GrowingExponentially<br />at 50% Each Year<br />1 billion local searches<br />per month in 2009<br />1.5 billion local searches<br />per month in 2010<br />2.3 billion local searches<br />per month in 2011<br />3.45 billion local searches<br />per month in 2012<br />Source: Mobile Website Design – Discover Why Your Business Must Have One Designed; Ezinearticles.com, September 2010.<br />
    12. 12. The Changing Media LandscapeLocal Search Marketplace<br />6<br />of local business searchers <br />cited online as their primary source of local business information.<br />70%<br />of local business searchers <br />expect the business results to be within 15 miles of their location.<br />64%<br />Source: 15miles/comScore Local Search Usage Study, 2010<br />
    13. 13. 7<br />The Changing Media LandscapeGoogle & Local Search<br />Google made Local Search a priority in 2009 and 2010 evident from the following:<br /><ul><li>Returns local results on queries without geo-modifiers
    14. 14. Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses
    15. 15. Broadening what it considers local reviews—sentiment analysis now includes hyperlocal blogs, local portals and news sites
    16. 16. April 2010 – Google launches Places allowing local business to optimize their listings
    17. 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</li></ul>Local tags<br />Service Areas<br />QR Codes<br />
    18. 18. The Changing Media LandscapeGoogle Places Stats & Facts<br />8<br />
    19. 19. The Local Opportunity<br />Local Listing Management<br />9<br />
    20. 20. Local Listing Management Local Listing Accuracy<br />Inaccurate Business Information<br />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.<br />Are Listings Accurate?<br />Key Local Listings Considerations<br /><ul><li>Inclusion: Increased visibility in local business listings
    21. 21. Accuracy: Improve the accuracy of your information.
    22. 22. Enrichment: Build out your profile page with robust data (hours of operation, products and services for example)</li></ul>Incorrect Address or Phone Number<br />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. <br />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.<br />10<br />
    23. 23. Local Listing Management Inaccurate Business Listing Information<br />Lack of Consistency with Business Name<br />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.<br />11<br />
    24. 24. Local Listing Management Local Listing Visibility<br />% of Locations Appearing within the first 3 pages of results on Google Maps, Yahoo! Local and Bing Maps<br />Are Listings Accurate?<br /><ul><li>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. 25. 57% of locations in total were found on the 3rd page or were not visible within the first 3 pages of results</li></ul>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.<br />12<br />
    26. 26. Local Listing ManagementWhy 15miles<br />LocalFeed improves local information in over 160+ access points<br />Data distribution among local search sites is extremely extensive.<br />Trying to capture and correct incorrect business information is very time-consuming and nearly an impossible task for one person.<br />15miles provides a proactive approach to help correct inaccurate local listings at the source. <br /><ul><li>15miles feeds listing information to Localeze, InfoUSA and Acxiom.
    27. 27. 15miles also uploads data directly to Google via the Local Business Center.
    28. 28. We also have the ability to upload clients data directly to IYP sites such as Superpages.com and YP.com</li></li></ul><li>Local Listings ManagementLocalFeed Process<br />1<br />We submit your local listing information to top data aggregators<br />Data Feed<br />Listings will reach search engines, GPS systems, IYPs, and more through the aggregators’ distribution<br />2<br />Data Feed<br />Consumers looking for your contact information will receive an accurate and relevant address, phone number, etc.<br />3<br />Contact<br />4<br />The feed process repeats monthly<br />14<br />
    29. 29. The Local Opportunity<br />Place Pages Optimization<br />15<br />
    30. 30. Google Place Page OptimizationGoogle & Local Search<br />Google Search has gone local with place search<br />1 of every 5 searches on Google is now local in nature<br />Google’s is placing more precedence on local business information<br /><ul><li>The top websites appearing in the organic listings are now those with Place Page profiles and local search sites such as IYPs
    31. 31. Third-party review sites are now playing a role within listing results
    32. 32. Increased importance on enhanced data such as: </li></ul>Place Pages<br /><ul><li>Business Descriptions
    33. 33. URL & Email
    34. 34. Owner Verified
    35. 35. Images & Video
    36. 36. Full Categories
    37. 37. Brands/Products & Services
    38. 38. Payment Methods
    39. 39. Languages Spoken</li></ul>IYPs achieve strong organic presence <br />Source: Google Places, Stats & Facts, October 2010<br />
    40. 40. Google Place Page Optimization Page Analysis<br />Not Optimized<br />Optimized<br />Note: Analysis of Google Place Pages completed 1/18/2010.<br />17<br />
    41. 41. 18<br />Google Place Page Optimization Additional Optimization<br />Detailed Business Information<br />Additional Information<br />Including targeted keywords, services, and categories for individual agents <br />Company Photos & Video<br />15miles can claim ITT Tech’s Google Place pages and add local content by location.<br />Business Reviews<br />
    42. 42. 19<br />Google Place Page Optimization Local Business Listing VisibilityWithAdWords<br />Give your Google Place page a Boost<br />Google Boost is a locally focused spin on AdWords that allows local businesses to place paid advertising linked directly to Google Place Pages<br /><ul><li>Attract more local customers
    43. 43. Ads only appear for geo-modified queries: “keyword” + “location”
    44. 44. Google’s advertising algorithm determines placement and frequency
    45. 45. Performance based
    46. 46. 70 characters available for copy
    47. 47. Ratings and reviews
    48. 48. Include Google Tags</li></ul>Note: Currently only available in Chicago, San Francisco and Houston <br />
    49. 49. 20<br />Google Place Page Optimization Mobile with Google Hotpot<br />Consumers are finding local business on the go, via their mobile phones<br />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.<br /><ul><li>Google Hotpot is a mobile application available on the iPhone or any android phone that makes using Google Places easier
    50. 50. This mobile app allows users to rate businesses and receive recommendations for new businesses to try by personalizing search results</li></li></ul><li>Program Summary<br />21<br />
    51. 51. Program Summary<br />Recommended Local Listing Program for ITT Tech<br />Monthly Local Listing Submissions – Includes feeds to major data aggregators and more. There are currently 160+ sites or partners receiving data from our feeds. <br />Partners include search engines, Internet Yellow Page sites, GPS companies, car manufacturers and more. <br />Complimentary Reporting – Monthly confirmation of the date the data file was sent to data aggregators. <br />Note: Special pricing developed for ITT Tech provided per Gregg Stewart.<br />22<br />
    52. 52. 23<br />Our Commitment to ITT Tech<br />Paid Search<br />SEO<br />Integration– Use of multiple media and diverse budget allocation based on media performance<br />Collaboration – What is learned from one medium can be applied to other media<br />Consistency – Deliver a consistent marketing message across local media channels<br />Cohesive Reporting & Trackable Results<br />Increase Sales & Lower Conversion Costs<br />Mobile Search<br />Offline Search<br />Campaign Measurement<br />Local Search<br />IYP<br />Social Media<br />Media Mix<br />
    53. 53. Thank You<br />Gregg Stewart<br />President, 15miles<br />Connect with us:<br />Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter<br />24<br />
    54. 54. Case StudyLocalFeed – Banking Industry<br />25<br />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…<br />% of Accurate Local Listing Fields (Q1 vs Q2)<br />Program Highlights:<br /><ul><li>Improving accuracy of listing fields across top IYPs and Search Engines
    55. 55. Achieving a consistent look across all listings with correctly formatted business names and URLs</li>
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