Local Ain't Just A Listing Anymore: Local Search Evolution

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Local search is seriously changing, evolving from a directory listing exercise to fully localized content marketing, search, social and more. This presentation outlines the evolution of the discipline, highlighting where local search is going and what you need to do to stay ahead of the curve.

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Local Ain't Just A Listing Anymore: Local Search Evolution

  1. 1. Tuesday, March 11, 2014 2014 Webinar Series Local Ain’t Just A Listing Anymore! #BeyondListings
  2. 2. | 2 Today’s Speakers Mike Corak – EVP, Strategy | ethology Mike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning and agency services teams. An agency veteran, Corak has developed and implemented winning digital and integrated strategies for hundreds of companies over his 12-year career, including Coca-Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to ethology, Corak led the interactive services, strategy and client management teams at Off Madison Avenue and iCrossing. Corak serves on the board of SEMPO (Search Engine Marketing Professional Organization), helping drive the search industry’s trade group initiatives in research and best practices education. Twitter @mikecorak Tina Hodson, Director of Digital Marketing | Conn’s Home Plus Tina Hodson directs the strategy and execution for digital products and marketing activities for Conn’s HomePlus, based in Houston, Texas. Prior to joining the Conn’s team as a consultant, Tina was a digital marketing strategist for GDD Interactive serving clients such as Pappas Restaurants, RadioShack, and PepBoys. From 2001 to 2011, Tina worked in product and product marketing for a variety of digital pure plays, including Match.com during its rise to becoming the defacto answer for online dating in the early 2000s. She began her career in marketing and telecommunications, working for such ventures such as Verizon Wireless, Excel Communications and CSI Wireless (acquired by MCI). Tina is a Texas native and beach volleyball enthusiast.
  3. 3. | 3 Today’s Moderator DAVID ST. JOHN TRADEWELL – ECONSULTANCY David has been an advertising, marketing and media professional since the early 1990’s and has more than 17 years experience in digital. He founded the first online advertising team for the Times Supplements Group at News International before joining the original global search engine, AltaVista in 1999. He was part of the founding team of Europe’s leading search and social media specialists, Spannerworks and stayed with the firm after its sale to iCrossing. During his tenure the company became the largest independent digital marketing firm in the world, before being sold to Hearst Media in 2010. David has worked with dozens of global brands and Fortune 500 business such as Coca-Cola, Bank of America, Toyota, eBay, Dell, Pfizer and Unilever.
  4. 4. What is Local Search? March 11, 2014 | #BeyondListings| 4 You know, the Maps section
  5. 5. What is Local Search? March 11, 2014| 5 Not all local directories have maps … But you get the point These directories help your customers find your locations | #BeyondListings
  6. 6. What is Local Search? Think of these pages as an extension of your website: • Name, Address, Phone • Target relevant keywords • Upload branded content (logos, images, videos) • Describe your products & services | 6| 6 March 11, 2014 | #BeyondListings
  7. 7. What Local Used to Be Local Search used to be dominated by data aggregators Aggregators are still a necessity for local marketing But local search is more sophisticated than just… Submit It & Forget It | #Beyond Listings| 7 March 11, 2014
  8. 8. What Local Used to Be | 8 Place pages like this used to be good enough No description, one category, bad photos… No Problem! March 11, 2014 | #BeyondListings
  9. 9. | 9 That’s not good enough anymore! … But why should I care about Local? March 11, 2014 | #BeyondListings
  10. 10. Why should I care about Local? Google provides local results … for non-geo-targeted queries Yahoo & Bing as well | #BeyondListings| 10 March 11, 2014
  11. 11. Why should I care about Local? | 11 20% of desktop searches have local intent +50% of mobile searches March 11, 2014 | #BeyondListings
  12. 12. Why should I care about Local? | 12 Customers coming through local search prove to show a high propensity to buy / covert in comparison to other digital channels = +75% more conversions March 11, 2014 | #BeyondListings
  13. 13. | 13 You convinced me! … But how do I approach local? March 11, 2014 | #BeyondListings
  14. 14. | 14 How do I approach local search? The Basics March 11, 2014 | #BeyondListings
  15. 15. The Basics: Local Best Practices Owner Verify! • Name, Address, Phone • Hours of Operation • Optimized Descriptions • Relevant Categories • Products • Services • Brands • Images | 15 March 11, 2014 | #BeyondListings
  16. 16. The Basics: Ranking Factors Google’s complicated algorithm definitely reaches Google Maps, too Some quick points: • Number of Citations (aggregators) • Domain Authority of URL • NAP Consistency • Keyword in Business Title •NAP in Landing Page Title • Social Engagement | 16 March 11, 2014 | #BeyondListings
  17. 17. | 17 How do I approach local search? Integration March 11, 2014 | #BeyondListings
  18. 18. Hey Tina, Conn’s gets lots of local traffic, but why? Beyond listing quality, integration is the key! 18 | #BeyondListings
  19. 19. An Integrated Approach to Local | 19 Content Demand March 11, 2014 | #BeyondListings
  20. 20. Integration: Organic Search | 20 Linking your locations’ listings to an individual location page will assist local ranking when pages are optimized correctly March 11, 2014 | #BeyondListings
  21. 21. Integration: Organic Search | 21 Local descriptions & categories should focus on high volume, high converting keywords Keywords Electronics Furniture Appliances Store Credit Mattresses Financing March 11, 2014 | #BeyondListings
  22. 22. Integration: Social & Local • Facebook Places • foursquare • Google+ Local Owner verify & delete duplicates for consistency | 22 March 11, 2014 | #BeyondListings
  23. 23. Integration: Social & Local Google+ Local posts: • Target promotions • Highlight #ContentGaps • Utilize as an SEO tool | 23 March 11, 2014 | #BeyondListings
  24. 24. Integration: Social & Local Ratings & Reviews Google Maps & Yelp ranking correlate with the number of reviews & the quality of ratings Facilitating positive reviews is recommended | 24 March 11, 2014 | #BeyondListings
  25. 25. Integration: Paid Search & Local • Adwords Express • Yelp Enhanced Listings • Yext PowerListings All help local visibility & can cover search gaps | 25 March 11, 2014 | #BeyondListings
  26. 26. How do I approach local search? Owning Real Estate | 26 March 11, 2014 | #BeyondListings
  27. 27. Owning More Real Estate 1st Page Allocation • Paid = 3 results • Organic = 10 results • Local = 3-7 results | 27 Paid Search Organic Search Local Search Organic Search March 11, 2014 | #BeyondListings
  28. 28. Owning More Real Estate Local goes beyond Google Maps Directories are taking up prime real estate in organic Find out the directories relevant to your industry & optimize | 28 Yelp Yellowpages March 11, 2014 | #BeyondListings
  29. 29. Owning More Real Estate Align your local, paid & organic search strategy Maximize coverage for important queries Cannibalization is a good thing when you’re owning the 1st page | 29 Conn’s Paid Conn’s Organic Conn’s Local March 11, 2014 | #BeyondListings
  30. 30. How do I approach local search? The Mobile Effect | 30 March 11, 2014 | #BeyondListings
  31. 31. Hey Tina, Conn’s gets good conversion from local traffic, but why? User experience at every touch-point matters! 31 | #BeyondListings
  32. 32. The Mobile Effect | 32 More people are searching on their phones… DUH! But seriously, this is a big deal for local marketing! US Local Search Market March 11, 2014 | #BeyondListings
  33. 33. | 33 84% of smartphone owners regularly use map applications March 11, 2014 | #BeyondListings
  34. 34. | 34 40% of all Yellowpage.com traffic comes from mobile March 11, 2014 | #BeyondListings
  35. 35. | 35 MapQuest App has over 40 million downloads March 11, 2014 | #BeyondListings
  36. 36. | 36 11 million monthly mobile Yelpers March 11, 2014 | #BeyondListings
  37. 37. | 37 Apple Maps reaches 23% of smartphone users …you can’t really delete that one though March 11, 2014 | #BeyondListings
  38. 38. The Mobile Effect Mobile traffic takes up the lion’s share local search visitors Pro Tip: Use tagged URLs in order to see all traffic coming through mobile applications Or else it will come as direct traffic  | 38 March 11, 2014 | #BeyondListings
  39. 39. The Mobile Effect | 39 Local / Mobile traffic has a very high propensity to buy! Have a good mobile experience Have an end game / mobile conversion path March 11, 2014 | #BeyondListings
  40. 40. Take Aways • Local Search is evolving • Your customers are using Local Search • Google, Yahoo & Bing are emphasizing Local Search • You’re competition is investing in Local Search | 40 March 11, 2014 | #BeyondListings
  41. 41. So What Now? 1. Perform a Local Search Audit 2. Syndicate through aggregators (still a major factor) 3. Owner Verify & Optimize relevant local listings 4. Use content research to enhance listings 5. Align your overall digital strategy with local search in order to maximize search coverage 6. INTEGRATE! | 41 March 11, 2014 | #BeyondListings
  42. 42. | 42
  43. 43. About ethology | 43 Ethology is a full-service digital marketing agency that helps challenger brands connect with their customers through the integration of research, strategy, and execution at all points of brand engagement. We differentiates our digital agency from others in two distinct ways: •By planning digital campaigns from the bottom up, mining data from your target audience’s behavior and stated desires to better align your marketing approach. •Through designing and executing integrated digital marketing programs that create efficiencies and improved results. www.ethology.com
  44. 44. Thanks for your time Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 180,000+ subscribers worldwide from clients, agencies and suppliers alike. We help our subscribers build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. Since 1999 our resources have helped subscribers learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. www.econsultancy.com All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2011. | 44

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