Your SlideShare is downloading. ×
0
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
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

696

Published on

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

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
696
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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<br />MILWAUKEE | JUNE 28, 2010<br />Local Search Pitfalls:<br />(and how to avoid them)<br />Monica HoSVP, Marketing15miles <br />1<br />
    • 2. 6/28/2010<br />2<br />Agenda<br /><ul><li>The Importance of Local Search
    • 3. Top 5 Local Search Pitfalls</li></ul>Failure to plan = plan to fail<br />There is no silver bullet<br />Thinking national is local<br />Burying your head in the sand<br />Measuring actions – not outcomes<br /><ul><li>Open Q&amp;A</li></li></ul><li>6/28/2010<br />3<br />Local Search at a Glance…<br />Nationwide, general search…<br />The Buying Process<br />Awareness<br />Awareness<br />Local, specific search…<br />Familiarity<br />Familiarity<br />Comparison<br />Comparison<br />Pricing<br />Pricing<br />Purchase<br />
    • 4. Local Search at a Glance…<br /><ul><li>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</li></ul>Source: 1 TMPDM/comScore Local Search Usage Study 2008/2009 2Piper Jaffray 2008 research paper<br />
    • 9. Google made Local Search a priority in 2009 &amp; 2010 - evident from the following:<br />Local Search Marketplace is Growing Quickly<br /><ul><li>Returns local results on queries without geo-modifiers</li></li></ul><li>Google made Local Search a priority in 2009 &amp; 2010 - evident from the following:<br />Local Search Marketplace is Growing Quickly<br /><ul><li>Returns local results on queries without geo-modifiers
    • 10. Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses</li></li></ul><li>Google made Local Search a priority in 2009 &amp; 2010 - evident from the following:<br />Local Search Marketplace is Growing Quickly<br /><ul><li>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</li></li></ul><li>Local Search Marketplace is Changing Rapidly<br />Total Unique Visitors (000)<br />Jan 2009 – Jan 2010<br />+40%<br />+14%<br />-6%<br />- 39%<br />+736<br />- 7%<br />+19%<br />+53%<br />- 28%<br />Source: comScore, MyMetrix Key Measures,;February, 2010<br />
    • 13. Goal of Local Online Business Search<br />Read Ratings and Reviews<br />3%<br />Other<br />2%<br />Get hours of operation<br />6%<br />Research Products<br />12%<br />Find a business with product/service needed<br />26%<br />Driving Directions<br />9%<br />Address/Location<br />21%<br />Phone Number<br />21%<br />Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. <br />
    • 14. Online Search Results in Offline Action<br />15miles<br />Write a review – more info&gt;&gt;<br />317 Madison Avenue Suite 2310, New York, NY 10017<br />877-753-0015<br />15miles.comGet Directions<br />Post-Search Activity<br /><ul><li>46% contacted by phone
    • 15. 37% visited the business location
    • 16. 11% contacted online</li></ul>Address/Location<br />21%<br />Phone Number<br />21%<br />Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%. <br />
    • 17. Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
    • 18. Marketing goals might include:<br />Align Media Strategy &amp; Marketing Goals<br /><ul><li>Creating an online presence
    • 19. Differentiating your business
    • 20. Brand building
    • 21. Converting leads</li></li></ul><li>Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
    • 22. Holistic Strategy<br />Consumers Use Multiple Sources<br />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%. <br />
    • 23. Optimum visibility includes:<br />Holistic Strategy<br />Comprehensive Visibility<br /><ul><li>Paid &amp; Organic visibility on Search Engines
    • 24. Internet Yellow Pages
    • 25. Social Media &amp; Mobile</li></ul>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%. <br />
    • 26. Variations in media used will occur based on the consumers need or intent<br />Holistic Strategy<br />Consumers Use Multiple Sources<br />2009 Local Business Search Share<br />IYP’s<br /><ul><li> YellowPages.com
    • 27. SuperPages.com
    • 28. Etc</li></ul>Local Search<br /><ul><li> Google Maps
    • 29. Yahoo! Local
    • 30. Etc</li></ul>General Search<br /><ul><li> Google
    • 31. Yahoo!
    • 32. Bing
    • 33. Etc</li></ul>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%. <br />
    • 34. Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
    • 35. Know where your customers are<br />Digital programs should include:<br />Simplifying The Search Experience<br />plumber<br />Search<br /><ul><li>IP Targeting by campaign</li></ul>Plumber<br />Affordable Rates, Available 24/7.<br />Milwaukee WI Area. Call Us Today!<br />OakCreekPlumbing.net/Plumbers<br />Milwaukee, WI<br />
    • 36. Know where your customers are<br />Digital programs should include:<br />Simplifying The Search Experience<br />Search<br />home remodeling quotes chicago<br /><ul><li>IP Targeting by campaign
    • 37. Geo-specific modifiers on keywords</li></li></ul><li>Know where your customers are<br />Digital programs should include:<br />Simplifying The Search Experience<br />Search<br />home remodeling quotes chicago<br /><ul><li>IP Targeting by campaign
    • 38. Geo-specific modifiers on keywords
    • 39. Locally relevant messages facing business searchers</li></ul>Home Remodeling Chicago<br />Expert remodeling services. Call for a quote– 773.756.5860.<br />Handyman.net<br />Chicago, IL <br />
    • 40. Simplifying The Search Experience<br />Simple one click to complete local listings<br />Must visit corporate website, then find where to search for a local listing (didn’t you just do that??)<br />
    • 41. Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
    • 42. Importance of User Reviews<br />Are you listening?<br />Importance Of Consumer Ratings and Reviews<br />(top 2 box rating on 5 point scale) <br />Usage of Consumer Ratings and Reviews<br />27%<br />Used to make purchasing decision<br />73%<br />Source: TMPDM/comScore Local Search Usage Study 2009<br />
    • 43. Monitoring - The Value of Owner Responses<br />Importance of User Reviews<br />Are you listening?<br /><ul><li> Active review monitoring
    • 44. Prompt, courteous response from the Manager
    • 45. Shows respect for customer (past &amp; 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</li></li></ul><li>Platforms to monitor include:<br />Monitoring - Reveal Opportunity<br />Importance of User Reviews<br />Are you listening?<br /><ul><li>User Reviews
    • 49. Internet Yellow Pages
    • 50. Search Engines
    • 51. Angie’s List
    • 52. CitySearch &amp; Yelp
    • 53. Hyper Local &amp; Industry Related Blogs
    • 54. Twitter</li></li></ul><li>Pitfall # 1: Failure to Plan = Plan to Fail <br />Pitfall # 2: There Is No Silver Bullet<br />Pitfall # 3: Thinking National is Local<br />Pitfall #4: Burying Your Head in the Sand<br />Pitfall #5: Measuring Actions, Not Outcomes<br />
    • 55. Tracking success improves marketing efforts<br />Tracking - Make Informed Marketing Decisions<br />Make Informed Marketing Decisions<br />If it can be measured, it can be optimized…<br />Including providing insights on:<br /><ul><li>New opportunities
    • 56. Consumer behavior
    • 57. Improving conversions
    • 58. How marketing dollars should be allocated</li></li></ul><li>Determining success includes measuring multiple metrics online, as well as offline. Simply counting clicks is not effective tracking.<br />Tracking - Hold Marketing Initiatives Accountable<br />Make Informed Marketing Decisions<br /><ul><li>Local call tracking lines
    • 59. In-store coupon redemption etc.
    • 60. Post-click Analytics
    • 61. Off-site Analytics</li></li></ul><li>Conversion goals for local search programs generally differ from other campaigns<br />Make Informed Marketing Decisions<br />Nationwide, general search…<br />The Buying Process<br />$5 cost per Lead Generation, 5% Conversion Avg.<br />Awareness<br />Awareness<br />Familiarity<br />Familiarity<br />Local, specific search…<br />$10 cost per Lead Generation, 20% Conversion Avg.<br />Comparison<br />Comparison<br />Pricing<br />Pricing<br />Purchase<br />
    • 62. EFFECTIVE LOCAL SEARCH MARKETING Review<br />6/28/2010<br />30<br />
    • 63. Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />Platforms<br />Monitoring<br />Targeting<br />Tracking<br />
    • 64. Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />#2 – There is NO Silver Bullet<br />Platforms<br /><ul><li>Consumers use multiple media - be found in all
    • 65. Search Engines, IYPs, Social Media etc.</li></ul>Monitoring<br />Targeting<br />Tracking<br />
    • 66. Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />#2 – There is NO Silver Bullet<br />Platforms<br /><ul><li>Consumers use multiple media - be found in all
    • 67. Search Engines, IYPs, Social Media etc.</li></ul>Monitoring<br />Targeting<br />Tracking<br />#3 – Thinking National is Local<br /><ul><li>Segment your market
    • 68. Deliver on ad promises
    • 69. Limit hurdles to reach content</li></li></ul><li>Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />#2 – There is NO Silver Bullet<br />#4 – Burying Your Head in the Sand<br />Platforms<br /><ul><li>Consumers use multiple media - be found in all
    • 70. Search Engines, IYPs, Social Media etc.
    • 71. Listen to the market
    • 72. User Reviews</li></ul>Monitoring<br />Targeting<br />Tracking<br />#3 – Thinking National is Local<br /><ul><li>Segment your market
    • 73. Deliver on ad promises
    • 74. Limit hurdles to reach content</li></li></ul><li>Brief Summary<br />#1 - Failure to Plan = Plan to Fail<br />Goals Goals Goals <br />#2 – There is NO Silver Bullet<br />#4 – Burying Your Head in the Sand<br />Platforms<br /><ul><li>Consumers use multiple media - be found in all
    • 75. Search Engines, IYPs, Social Media etc.
    • 76. Listen to the market
    • 77. User Reviews</li></ul>Monitoring<br />Targeting<br />Tracking<br />#3 – Thinking National is Local<br /><ul><li>Segment your market
    • 78. Deliver on ad promises
    • 79. Limit hurdles to reach content</li></ul>#5 – Measuring Actions, Not Outcomes<br /><ul><li>Track marketing efforts through to sale / conversion</li></li></ul><li>Speaker Contact Info. <br /><ul><li>Monica.Ho@15miles.com
    • 80. 262-439-3737
    • 81. www.15miles.com</li></ul>36<br />Thank You<br />
    • 82. 37<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

    ×