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

    • 1. Online Marketing Summit
      MILWAUKEE | JUNE 28, 2010
      Local Search Pitfalls:
      (and how to avoid them)
      Monica HoSVP, Marketing15miles
      1
    • 2. 6/28/2010
      2
      Agenda
      • The Importance of Local Search
      • 3. 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
    • 4. Local Search at a Glance…
      • Local Search grew 46% over the past year while general search grew 31%1
      • 5. Local portal search experienced 29percent growth
      • 6. IYP/Local sites experienced 17 percent growth
      • 7. 30 percent of all queries have some sort of local intent2
      • 8. 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
    • 9. 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
      • 10. 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
      • 11. Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses
      • 12. 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
    • 13. 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%.
    • 14. 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
      • 15. 37% visited the business location
      • 16. 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%.
    • 17. 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
    • 18. Marketing goals might include:
      Align Media Strategy & Marketing Goals
      • Creating an online presence
      • 19. Differentiating your business
      • 20. Brand building
      • 21. 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
    • 22. 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%.
    • 23. Optimum visibility includes:
      Holistic Strategy
      Comprehensive Visibility
      • Paid & Organic visibility on Search Engines
      • 24. Internet Yellow Pages
      • 25. 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%.
    • 26. 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
      Local Search
      General Search
      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%.
    • 34. 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
    • 35. 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
    • 36. Know where your customers are
      Digital programs should include:
      Simplifying The Search Experience
      Search
      home remodeling quotes chicago
      • IP Targeting by campaign
      • 37. 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
      • 38. Geo-specific modifiers on keywords
      • 39. Locally relevant messages facing business searchers
      Home Remodeling Chicago
      Expert remodeling services. Call for a quote– 773.756.5860.
      Handyman.net
      Chicago, IL
    • 40. 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??)
    • 41. 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
    • 42. 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
    • 43. Monitoring - The Value of Owner Responses
      Importance of User Reviews
      Are you listening?
      • Active review monitoring
      • 44. Prompt, courteous response from the Manager
      • 45. Shows respect for customer (past & future)
      • 46. No public response from the owner
      • 47. Presumed to not care to voice their opinion
      • 48. Leaves a poor impression for potential patients
    • Platforms to monitor include:
      Monitoring - Reveal Opportunity
      Importance of User Reviews
      Are you listening?
      • User Reviews
      • 49. Internet Yellow Pages
      • 50. Search Engines
      • 51. Angie’s List
      • 52. CitySearch & Yelp
      • 53. Hyper Local & Industry Related Blogs
      • 54. 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
    • 55. 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
      • 56. Consumer behavior
      • 57. Improving conversions
      • 58. 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
      • 59. In-store coupon redemption etc.
      • 60. Post-click Analytics
      • 61. 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
    • 62. EFFECTIVE LOCAL SEARCH MARKETING Review
      6/28/2010
      30
    • 63. Brief Summary
      #1 - Failure to Plan = Plan to Fail
      Goals Goals Goals
      Platforms
      Monitoring
      Targeting
      Tracking
    • 64. 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
      • 65. Search Engines, IYPs, Social Media etc.
      Monitoring
      Targeting
      Tracking
    • 66. 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
      • 67. Search Engines, IYPs, Social Media etc.
      Monitoring
      Targeting
      Tracking
      #3 – Thinking National is Local
      • Segment your market
      • 68. Deliver on ad promises
      • 69. 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
      • 70. Search Engines, IYPs, Social Media etc.
      • 71. Listen to the market
      • 72. User Reviews
      Monitoring
      Targeting
      Tracking
      #3 – Thinking National is Local
      • Segment your market
      • 73. Deliver on ad promises
      • 74. 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
      • 75. Search Engines, IYPs, Social Media etc.
      • 76. Listen to the market
      • 77. User Reviews
      Monitoring
      Targeting
      Tracking
      #3 – Thinking National is Local
      • Segment your market
      • 78. Deliver on ad promises
      • 79. Limit hurdles to reach content
      #5 – Measuring Actions, Not Outcomes
      • Track marketing efforts through to sale / conversion
    • Speaker Contact Info.
      • Monica.Ho@15miles.com
      • 80. 262-439-3737
      • 81. www.15miles.com
      36
      Thank You
    • 82. 37
      Thank You
      Visit
      www.onlinemarketingsummit.com
      for more information
      Follow us @OMSummit

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