We Search Local

Online Local Search Listings Optimization Ensure the Most Accurate Location Information Add Rich Content to Trigger Consumer Buying Decisions Be Found in Local Search Listing Site Results Promoting (Your) Local Online Identity

What Local Search Is
Why It Matters
How to Take Advantage of It
Local Search Listings:
What They Are, Where They Fit
Why They’re Critical
How They Work; The Challenge for Your Business
How We Help
Getting Started
Today’s Discussion

“ Online consumers looking to find qualified local businesses,
by entering “top of mind” (key) words, phrases and geographic modifiers on major search engines, Internet Yellow Pages and other online directories.”
What Exactly IS Local Search? Nike Shoes in Dallas Chicago Chinese Restaurant Dim Sum Red Dresses in Miami FL Tire Repair in Zip Code 90210 San Diego emergency plumber taking visa Spanish speaking Atlanta taxi 24 hour Bank Las Vegas Pizza delivery credit card 20713 Saturday day care New York city X Box Store Denver Colorado

Why Local Search Matters- Because That’s how Consumers Now Shop! 07/29/09
Over 2.6 Billion Local Searches conducted each month in 2008 (a 58% increase over 2007) 1
Local Search accounted for over 30% of all search traffic in 2008 (up from 25% in 2007) 1
80%+ of searches start with a search engine 2 , not a corporate website!
conScore/Yellow Pages Association 2009
SMX 2008

07/29/09 Local Online Search Influences Consumers Early & Throughout the Buying Cycle “ Nearly half (45 percent) of Internet Yellow Pages and local online directory searchers made a corresponding offline purchase in the fourth quarter of 2008” (comScore/YPA 2009)

Consumer Fragmentation in Local Search 07/29/09 2% Social Networks 2% Mobile Local 49% Major SE 17% Major Local Search Engines 30% Interactive Yellow Pages Source: comScore/TMP October 2008

Consumer Fragmentation: The Long Tail of Local Search 07/29/09

How Local Search Engines are Primarily Used 07/29/09 Major Search Engines-- Highest percentage Of users doing research (over 20%) Major Local Search Engines-- Highest % of users are for finding Address/Directions Recovery (30%) Interactive Yellow Pages-- Highest % of users for finding Phone Number Recovery (34%) Source: comScore/TMP October 2008 Consumers Use Various Sites for Various Reasons, Managing Content on One Site is NOT Enough

Local Search Listings- Their fit in the major search engines Local Search Results Website Optimization SEO Pay Per Click (ppc) SEM – SE Marketing “ paid ads” Pay Per Click (ppc) SEM – SE Marketing “ paid ads”

Source: MarketingSherpa 2007 Benchmark Guide 2007 The vast majority Searchers look in in the “Golden Triangle” and That’s Where Local Search Listings are Presented! Local Search Listings – Why They’re Critical for Your Business BUT-- Are You Represented?

Example – Optimized Profile Page ~ Business Profile Page ~ More details on the business
1. Basic Local Listing Info:
Business Name
Local Address
Local Number
2. Business Attributes:
Drives “Findability”
Triggers Action
Make Accurate

Before & After 2007 2008

Geo-Proximity to the Searched Location/Zip Code
Searched “business or service/product/brand” – is in the Business Name?
Searched “business or service/product/brand” – this ‘content’ associated with the business profile
Has the marketplace interacted with the listing –
i.e. User feedback, etc…
Generation of Business Listings Factors :

1 2 Content Found in Profile 3 4

Local Search Listings Relevancy Factors

15 Why Broad Distribution Matters 1. Results are Served, and Consumers May Look… Here… Or Here… Or Here Or Here… 2. So You Need To Be Listed… Here… And Here… And Here… And Here!

All these partners in our distribution network play a roll in Sports Authority’s strong web page citation numbers

Citations + Web References

Local Search Listings are managed and maintained in separate Local Search Site Databases, comprised primarily of data from print Yellow Pages, which can be up to 2 years old.
Meaning y our Local Search Listings are possibly being viewed by motivated online consumers right now and,
Your current listings may be:
INACCURATELY REPRESENTING YOUR BRAND , due to Inaccurate, incomplete and out-of-date information, and/or;
OMMITED FROM SEARCH RESULTS COMPLETELY, OR PROVIDING LITTLE CONSUMER BUYING MOTIVATION, due to lack of deep information on your business that’s necessary for your listings to “come up” in results, and providing inadequate buying information when they do.
Local Search Listings – How They Work, The Challenge for Your Business

Getting Control Over your Local Search Listings Content – What We Do for You 1. CAPTURE Current Listings 3. ORGANIZE and STRUCTURE Updated, Deep Listings 2. CORRECT, UPDATE and DEEPEN Current Listings
DISTRIBUTE Updated, Deep Listings, Optimized for Local Search Listings Results
To over 85 top search engines, Internet Yellow Pages and specialty directories
Manage An Easy, Cost Effective Five Step Process: From U.S. Repository of All Businesses* Dramatically enhances visibility/”find ability using a proprietary, hierarchical taxonomy engine* 5. MANAGE Updated, Deep Listings, in batch or one-off processes

Some “Best Practices” Tips and Tools Used to Deepen Your Content, Enhance Your Listings Visibility
Consider that Consumers Search by “Top of Mind”:
Business Name ( Superior Air Company)
Category (Business Type, i.e., Heating & Air Conditioning)
Brands (Trane, Carrier, Lenox etc..)
Products (Furnaces, Air Conditioners, Humidifiers)
Services (Furnace Repair, AC Maintenance)
Add Rich Content to Local Listing Information:
Website
Email Address
800 #
Fax #
Hours Of Operation
Brand Affiliation
Products
Services
Payment Methods
Content Drives the Ability to be Found in Local Listing Search Results • Avoid Duplication Across Listings • Provide Address Whenever Possible. • Provide Alternated Phone Numbers
Accommodate for Both Types of Local Search:
Recovery Search: Business Name is Known – looking for more information from that Business to make an Intent to Purchase
Discovery Search: Business Name is not Known – product or service is searched and desired business uncovered
This is Where We Can Help!

Results from Updating, Deepening Your Listings Content Example--Match Found Due to Enhanced Content From a “Brand Search”

Where Your Updated, Enhanced Listings Go— The Distribution Network (Over 80+ partners today = 90% of Local Searches)

The Take Aways:
Local Search is here, and going mainstream
Local Listings Sites are a prominent, increasingly popular component of the Local Search landscape
Recency, accuracy and depth of content are critical to supporting your business image…and bringing you qualified customers
Online consumers are fragmented-- robust, broad content distribution is key to maximize reach
We’ve created an easy, affordable one-stop-shop for you to realize the benefits of Local Listings content management and distribution

We Search Local

by Melinda Stone on Jul 29, 2009

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