Location, Location, Location – the basics and creative routes Jenny Simpson, Head of PR & Content, Stickyeyes
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
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.
So, what do we mean by Local?
Promoting location-based services
Exploiting geo-location opportunities, especially through Mobile
Localisation for international audiences
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
Search in 2011: Requires richer content, no cheating! VINCE CAFFEINE PANDA Search Engine volatility across key verticals. Source: Stickyeyes
Mobile use is a gamechanger:
95% of smartphone users have searched for Local information
77% have contacted a business, with 61% calling and 59% visiting the local business
Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
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…
Local effects natural and paid search Reviews and ratings are influencing customers even before clicking through Ratings Reviews
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…
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…
What is Local to you? Are your local assumptions correct?
International Localisation: Don’t be lost in translation…
International Localisation: Don’t be lost in translation… Après-ski? Relaxing times, a meal or time in the sauna
International Localisation: Don’t be lost in translation… Après-ski? Get the drinks in after a day on the slopes!
International Localisation: Don’t be lost in translation… Après-ski? Basically – just drinking in the mountains!
It’s not just functionality – Local can drive PR campaigns With some extra creativity and a Local angle, this charity campaign became…
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
Local considerations for retailers with Local services and products
QR Codes – align them with your Social Media strategies
Press Releases – state your location – you can quickly gain visibility
Optimise your videos and images for Local search terms
Restaurants – use the hRecipe micro-format for rich snippets in search listings
Are your ads Localised?
Gain traction with real reviews
Summing up… THINK HUMANS… THE ROBOTS WILL FOLLOW…
Sources and Useful Links To find out about creative and data-driven solutions from StickyeyesEmail: firstname.lastname@example.orgTwitter: @stickyeyes@jennysimpsonMonitor and protect your brand online with http://www.marketdefender.com/360 degree view of Social Media with http://social.stickyeyes.com