Location, location, location - Jenny Simpson

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  • Infographic https://sites.google.com/site/alivenowinfographics/home/travel-infographic-a.jpg.scaled.1000.jpg70% of hotel booking made by mobile are for the same day

Transcript

  • 1. Location, Location, Location – the basics and creative routes
    Jenny Simpson, Head of PR & Content, Stickyeyes
  • 2. Who are Stickyeyes?
    Experience
    14 years of Search Marketing Experience
    UK’s most progressive and 6thlargest search agency
    Unique data driven approach using our own innovative technology
    Resource
    £14m+ Annual Turnover
    Team of 65 people in house
    Entire off-site SEO team working in-house
    In-house experience across a side range of verticals
    Track Record
    Over 400+ #1 rankings in a single year on Google.co.uk
    Numerous top ranking terms across Europe & US
    Consistently increase sales volumes via SEO and PPC below target Cost Per Sale
  • 3. Who we work with
    A total of 55 clients working across 18 verticals including retail, travel, and many more, delivering results in highly competitive areas including retail, finance and gaming.
  • 4. So, what do we mean by Local?
    • Promoting location-based services
    • 5. Exploiting geo-location opportunities, especially through Mobile
    • 6. Localisation for international audiences
    • 7. Using localisation within creative routes – aligning with PR and Social Media
  • Multiple customer touch points increase Local’s importance:
    Google says users searched 18 times, on average, before booking in 2010
    PPC/Organic SEO
    Info/Apps
    Reviews / Blogs
  • 8. Search in 2011: Requires richer content, no cheating!
    VINCE
    CAFFEINE
    PANDA
    Search Engine volatility across key verticals. Source: Stickyeyes
  • 9. Mobile use is a gamechanger:
    • 95% of smartphone users have searched for Local information
    • 10. 77% have contacted a business, with 61% calling and 59% visiting the local business
    • 11. Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
    Source: Google
  • 12. Even if you aren’t selling local services, prove you are real…
    … are you a web only retailer competing with big brands with a bricks and mortar presence?
    http://www.mobileshop.com – one of the biggest losers in the Panda update
    Revealing Google Maps results…
  • 13. Local effects natural and paid search
    Reviews and ratings are influencing customers even before clicking through
    Ratings
    Reviews
  • 14. New in Local…
    Google are now offering FREE photography of
    interiors
     
    Think Google Streetview for hotel interiors!
    Imagine the power of that on search results…
  • 15. But, what does Local really mean…
    Let’s start with: Stickyeyes is a Leeds-based search marketing agency
     
    Being in Leeds tells you that we are also in…
    Yorkshire
    North of England
    UK
    Europe
    Local can cover a big area…
  • 16. What is Local to you?
    Are your local assumptions correct?
  • 17. International Localisation: Don’t be lost in translation…
  • 18. International Localisation: Don’t be lost in translation…
    Après-ski? Relaxing times, a meal or time in the sauna
  • 19. International Localisation: Don’t be lost in translation…
    Après-ski? Get the drinks in after a day on the slopes!
  • 20. International Localisation: Don’t be lost in translation…
    Après-ski? Basically – just drinking in the mountains!
  • 21. It’s not just functionality – Local can drive PR campaigns
    With some extra creativity and a Local angle, this charity campaign became…
  • 22. It’s not just functionality – Local can drive PR and Social Media campaigns – promoting you across touch points
    …an Award-Winning campaign
    The 1stFourSquare check in at the North Pole
  • 23. Local considerations for retailers with Local services and products
    • QR Codes – align them with your Social Media strategies
    • 24. Press Releases – state your location – you can quickly gain visibility
    • 25. Optimise your videos and images for Local search terms
    • 26. Restaurants – use the hRecipe micro-format for rich snippets in search listings
    • 27. Are your ads Localised?
    • 28. Gain traction with real reviews
  • Summing up…
    THINK HUMANS… THE ROBOTS WILL FOLLOW…
  • 29. Sources and Useful Links
    To find out about creative and data-driven solutions from StickyeyesEmail: hello@stickyeyes.comTwitter: @stickyeyes@jennysimpsonMonitor and protect your brand online with http://www.marketdefender.com/360 degree view of Social Media with http://social.stickyeyes.com
  • 30. Summing up…
    Thank you!