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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
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.
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
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
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 websites appearing in the organic listings are now those with Place Page profiles
Local tags Service Areas QR Codes
The Changing Media LandscapeGoogle Places Stats & Facts 8
The Local Opportunity Local Listing Management 9
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
Accuracy: Improve the accuracy of your information.
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
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
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
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
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.
15miles also uploads data directly to Google via the Local Business Center.
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
The Local Opportunity Place Pages Optimization 15
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
Third-party review sites are now playing a role within listing results
Increased importance on enhanced data such as:
IYPs achieve strong organic presence Source: Google Places, Stats & Facts, October 2010
Google Place Page Optimization Page Analysis Not Optimized Optimized Note: Analysis of Google Place Pages completed 1/18/2010. 17
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
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
Ads only appear for geo-modified queries: “keyword” + “location”
Google’s advertising algorithm determines placement and frequency
Note: Currently only available in Chicago, San Francisco and Houston
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
This mobile app allows users to rate businesses and receive recommendations for new businesses to try by personalizing search results
Program Summary 21
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
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
Thank You Gregg Stewart President, 15miles Connect with us: Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter 24
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
Achieving a consistent look across all listings with correctly formatted business names and URLs