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Common Local Search Pitfalls (and how to avoid them) - Monica Ho
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Common Local Search Pitfalls (and how to avoid them) - Monica Ho

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Common Local Search Pitfalls (and how to avoid them)...

Common Local Search Pitfalls (and how to avoid them)

As local, mobile and social converge - online search is proving to be a driving force behind consumer purchase decisions. Hear from 15miles proprietary research study on consumer behavior and learn what the common pitfalls of local search are and how to avoid them.

* Monica Ho, SVP, Marketing & Creative, 15miles

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  • Bing Maps / Local data only available from June ‘09 forward.
  • Effective local search programs can be complicated. It’s more than simply appearing near the top of search results…
  • Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
  • Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
  • Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
  • Local Search should = Local Results
  • While most local business searchers consider consumer ratings and reviews to be important, just over one-quarter actually used consumer reviews during their visit.Importance of ratings and reviews has stayed the same YoY; however, these are more important to users of general & local search sites compared to those using IYP sites.
  • By actively monitoring user reviews, this hotel manager was able to communicate with this customer (and future potential customers) about the experience. - Rather than responding with a professional, caring tone, this Chiropractor has opened up further negative reviews. Understanding that reviews are part of today’s business world is vital – and even more vital is how you respond.
  • CPC and Conversion avg’s just for example purposes

Common Local Search Pitfalls (and how to avoid them) - Monica Ho Common Local Search Pitfalls (and how to avoid them) - Monica Ho Presentation Transcript

  • Online Marketing Summit
    MILWAUKEE | JUNE 28, 2010
    Local Search Pitfalls:
    (and how to avoid them)
    Monica HoSVP, Marketing15miles
    1
  • 6/28/2010
    2
    Agenda
    • The Importance of Local Search
    • Top 5 Local Search Pitfalls
    Failure to plan = plan to fail
    There is no silver bullet
    Thinking national is local
    Burying your head in the sand
    Measuring actions – not outcomes
    • Open Q&A
  • 6/28/2010
    3
    Local Search at a Glance…
    Nationwide, general search…
    The Buying Process
    Awareness
    Awareness
    Local, specific search…
    Familiarity
    Familiarity
    Comparison
    Comparison
    Pricing
    Pricing
    Purchase
  • Local Search at a Glance…
    • Local Search grew 46% over the past year while general search grew 31%1
    • Local portal search experienced 29percent growth
    • IYP/Local sites experienced 17 percent growth
    • 30 percent of all queries have some sort of local intent2
    • 80 percent of consumers expect businesses in their search result to be within 15 miles of their location1
    Source: 1 TMPDM/comScore Local Search Usage Study 2008/2009 2Piper Jaffray 2008 research paper
  • Google made Local Search a priority in 2009 & 2010 - evident from the following:
    Local Search Marketplace is Growing Quickly
    • Returns local results on queries without geo-modifiers
  • Google made Local Search a priority in 2009 & 2010 - evident from the following:
    Local Search Marketplace is Growing Quickly
    • Returns local results on queries without geo-modifiers
    • Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses
  • Google made Local Search a priority in 2009 & 2010 - evident from the following:
    Local Search Marketplace is Growing Quickly
    • 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
  • Local Search Marketplace is Changing Rapidly
    Total Unique Visitors (000)
    Jan 2009 – Jan 2010
    +40%
    +14%
    -6%
    - 39%
    +736
    - 7%
    +19%
    +53%
    - 28%
    Source: comScore, MyMetrix Key Measures,;February, 2010
  • Goal of Local Online Business Search
    Read Ratings and Reviews
    3%
    Other
    2%
    Get hours of operation
    6%
    Research Products
    12%
    Find a business with product/service needed
    26%
    Driving Directions
    9%
    Address/Location
    21%
    Phone Number
    21%
    Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
  • Online Search Results in Offline Action
    15miles
    Write a review – more info>>
    317 Madison Avenue Suite 2310, New York, NY 10017
    877-753-0015
    15miles.comGet Directions
    Post-Search Activity
    • 46% contacted by phone
    • 37% visited the business location
    • 11% contacted online
    Address/Location
    21%
    Phone Number
    21%
    Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
  • Pitfall # 1: Failure to Plan = Plan to Fail
    Pitfall # 2: There Is No Silver Bullet
    Pitfall # 3: Thinking National is Local
    Pitfall #4: Burying Your Head in the Sand
    Pitfall #5: Measuring Actions, Not Outcomes
  • Marketing goals might include:
    Align Media Strategy & Marketing Goals
    • Creating an online presence
    • Differentiating your business
    • Brand building
    • Converting leads
  • Pitfall # 1: Failure to Plan = Plan to Fail
    Pitfall # 2: There Is No Silver Bullet
    Pitfall # 3: Thinking National is Local
    Pitfall #4: Burying Your Head in the Sand
    Pitfall #5: Measuring Actions, Not Outcomes
  • Holistic Strategy
    Consumers Use Multiple Sources
    Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
  • Optimum visibility includes:
    Holistic Strategy
    Comprehensive Visibility
    • Paid & Organic visibility on Search Engines
    • Internet Yellow Pages
    • Social Media & Mobile
    Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
  • Variations in media used will occur based on the consumers need or intent
    Holistic Strategy
    Consumers Use Multiple Sources
    2009 Local Business Search Share
    IYP’s
    • YellowPages.com
    • SuperPages.com
    • Etc
    Local Search
    • Google Maps
    • Yahoo! Local
    • Etc
    General Search
    • Google
    • Yahoo!
    • Bing
    • Etc
    Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
  • Pitfall # 1: Failure to Plan = Plan to Fail
    Pitfall # 2: There Is No Silver Bullet
    Pitfall # 3: Thinking National is Local
    Pitfall #4: Burying Your Head in the Sand
    Pitfall #5: Measuring Actions, Not Outcomes
  • Know where your customers are
    Digital programs should include:
    Simplifying The Search Experience
    plumber
    Search
    • IP Targeting by campaign
    Plumber
    Affordable Rates, Available 24/7.
    Milwaukee WI Area. Call Us Today!
    OakCreekPlumbing.net/Plumbers
    Milwaukee, WI
  • Know where your customers are
    Digital programs should include:
    Simplifying The Search Experience
    Search
    home remodeling quotes chicago
    • IP Targeting by campaign
    • Geo-specific modifiers on keywords
  • Know where your customers are
    Digital programs should include:
    Simplifying The Search Experience
    Search
    home remodeling quotes chicago
    • IP Targeting by campaign
    • Geo-specific modifiers on keywords
    • Locally relevant messages facing business searchers
    Home Remodeling Chicago
    Expert remodeling services. Call for a quote– 773.756.5860.
    Handyman.net
    Chicago, IL
  • Simplifying The Search Experience
    Simple one click to complete local listings
    Must visit corporate website, then find where to search for a local listing (didn’t you just do that??)
  • Pitfall # 1: Failure to Plan = Plan to Fail
    Pitfall # 2: There Is No Silver Bullet
    Pitfall # 3: Thinking National is Local
    Pitfall #4: Burying Your Head in the Sand
    Pitfall #5: Measuring Actions, Not Outcomes
  • Importance of User Reviews
    Are you listening?
    Importance Of Consumer Ratings and Reviews
    (top 2 box rating on 5 point scale)
    Usage of Consumer Ratings and Reviews
    27%
    Used to make purchasing decision
    73%
    Source: TMPDM/comScore Local Search Usage Study 2009
  • Monitoring - The Value of Owner Responses
    Importance of User Reviews
    Are you listening?
    • Active review monitoring
    • Prompt, courteous response from the Manager
    • Shows respect for customer (past & future)
    • No public response from the owner
    • Presumed to not care to voice their opinion
    • Leaves a poor impression for potential patients
  • Platforms to monitor include:
    Monitoring - Reveal Opportunity
    Importance of User Reviews
    Are you listening?
    • User Reviews
    • Internet Yellow Pages
    • Search Engines
    • Angie’s List
    • CitySearch & Yelp
    • Hyper Local & Industry Related Blogs
    • Twitter
  • Pitfall # 1: Failure to Plan = Plan to Fail
    Pitfall # 2: There Is No Silver Bullet
    Pitfall # 3: Thinking National is Local
    Pitfall #4: Burying Your Head in the Sand
    Pitfall #5: Measuring Actions, Not Outcomes
  • Tracking success improves marketing efforts
    Tracking - Make Informed Marketing Decisions
    Make Informed Marketing Decisions
    If it can be measured, it can be optimized…
    Including providing insights on:
    • New opportunities
    • Consumer behavior
    • Improving conversions
    • How marketing dollars should be allocated
  • Determining success includes measuring multiple metrics online, as well as offline. Simply counting clicks is not effective tracking.
    Tracking - Hold Marketing Initiatives Accountable
    Make Informed Marketing Decisions
    • Local call tracking lines
    • In-store coupon redemption etc.
    • Post-click Analytics
    • Off-site Analytics
  • Conversion goals for local search programs generally differ from other campaigns
    Make Informed Marketing Decisions
    Nationwide, general search…
    The Buying Process
    $5 cost per Lead Generation, 5% Conversion Avg.
    Awareness
    Awareness
    Familiarity
    Familiarity
    Local, specific search…
    $10 cost per Lead Generation, 20% Conversion Avg.
    Comparison
    Comparison
    Pricing
    Pricing
    Purchase
  • EFFECTIVE LOCAL SEARCH MARKETING Review
    6/28/2010
    30
  • Brief Summary
    #1 - Failure to Plan = Plan to Fail
    Goals Goals Goals
    Platforms
    Monitoring
    Targeting
    Tracking
  • Brief Summary
    #1 - Failure to Plan = Plan to Fail
    Goals Goals Goals
    #2 – There is NO Silver Bullet
    Platforms
    • Consumers use multiple media - be found in all
    • Search Engines, IYPs, Social Media etc.
    Monitoring
    Targeting
    Tracking
  • Brief Summary
    #1 - Failure to Plan = Plan to Fail
    Goals Goals Goals
    #2 – There is NO Silver Bullet
    Platforms
    • Consumers use multiple media - be found in all
    • Search Engines, IYPs, Social Media etc.
    Monitoring
    Targeting
    Tracking
    #3 – Thinking National is Local
    • Segment your market
    • Deliver on ad promises
    • Limit hurdles to reach content
  • Brief Summary
    #1 - Failure to Plan = Plan to Fail
    Goals Goals Goals
    #2 – There is NO Silver Bullet
    #4 – Burying Your Head in the Sand
    Platforms
    • Consumers use multiple media - be found in all
    • Search Engines, IYPs, Social Media etc.
    • Listen to the market
    • User Reviews
    Monitoring
    Targeting
    Tracking
    #3 – Thinking National is Local
    • Segment your market
    • Deliver on ad promises
    • Limit hurdles to reach content
  • Brief Summary
    #1 - Failure to Plan = Plan to Fail
    Goals Goals Goals
    #2 – There is NO Silver Bullet
    #4 – Burying Your Head in the Sand
    Platforms
    • Consumers use multiple media - be found in all
    • Search Engines, IYPs, Social Media etc.
    • Listen to the market
    • User Reviews
    Monitoring
    Targeting
    Tracking
    #3 – Thinking National is Local
    • Segment your market
    • Deliver on ad promises
    • Limit hurdles to reach content
    #5 – Measuring Actions, Not Outcomes
    • Track marketing efforts through to sale / conversion
  • Speaker Contact Info.
    • Monica.Ho@15miles.com
    • 262-439-3737
    • www.15miles.com
    36
    Thank You
  • 37
    Thank You
    Visit
    www.onlinemarketingsummit.com
    for more information
    Follow us @OMSummit