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Tools & Strategies to Create an Airtight Local Search Campaign
 

Tools & Strategies to Create an Airtight Local Search Campaign

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David Kyle

David Kyle

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    Tools & Strategies to Create an Airtight Local Search Campaign Tools & Strategies to Create an Airtight Local Search Campaign Presentation Transcript

    • Local Search Strategy Search Exchange 2010 @DavidKyle
    • History of Local Search
    • Yellow Pages are still good for something…
    • Local Search Campaigns are all about…
      • BLOWING UP THE PHONE!
      • Photo courtesy of Gizmodo.com
    • You can expect calls even if you have a Shopping Cart!
      • A phone call can raise trust level quickly.
      Photo courtesy of Jayco LLC
    • CALL TRACKING!
      • I use and recommend:
      • Call Recording
      • Proxy & Javascript rewrites
      • Flexible Programming
      • Call Input
      • Detailed Reports
      • Postback URL works with GA and Omniture
      • EXCELLENT Customer Service!
    • Call Recording
      • Displays Caller ID, time stamp, and campaign information.
      • Download in MP3 format
      • Saved for a year
      *** HIPAA and other professional association liability is passed to you!
    • Proxy & Javascript Rewrites
      • Based on rules set by referrer and/or search query
      • Javascript number rewrite is the easiest to setup and use.
      • Phone number is rewritten on the fly based on set rules.
    • Flexible Programming
      • Time of day
      • # of phones called
    • Call Input
      • Preset Tags
      • Rating 1-10 Scale
      • Who took the call?
      • Assign a Revenue Value
      • Additional Notes
    • Detailed Reports
    • More Detailed Reports
    • Tracking numbers can cause a negative effect on ranking in Google Maps. You should use a consistent number for business listings on sites like Yelp, BOTW, etc.
    • The State of Google Maps CHAOS!!!
    • For many verticals Map Listings are the new #1
    • Ranking Factors
      • Read David Mihm’s Report
      • http://www.davidmihm.com/local-search-ranking-factors.shtml
      • Last updated May 2009
    • Number of Reviews Devalued
    • Powerful Factor Nobody Talks About
    • The Future of Maps Ranking
      • Focus on getting quality signals that confirm the phone number and address of your business.
      • I believe location based Social Media will be a big part of that.
      • i.e. Foursquare, Gowalla
    • Using Adwords Ad Extensions
      • Location Extensions
      • Phone Extensions
    • Location Extension
    • Phone Extension Photo courtesy of RetailMarketingBlog.com
    • Recommended Follow/Blogs
      • Mike Blumenthal @mblumenthal http://www.blumenthals.com/blog
      • Mike Ramsey @niftymarketing http://niftymarketing.com
      • Matt McGee @mattmcgee http://www.smallbusinesssem.com
    • THANKS!