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  1. 1. Local and Mobile Search Presenter: Alex Porter Vice President SearchAdNetwork
  2. 2. Overview <ul><li>Local search usage from consumers is on the rise </li></ul><ul><li>Companies need to take advantage of map listings to reach customers actively searching for their business </li></ul><ul><li>Map listings are used to power search engines, Internet yellow pages, review sites, mobile searches and in-car navigation results </li></ul>
  3. 3. Local Internet Statistics <ul><li>63% of US Internet users performed a local search online in July 2006* </li></ul><ul><li>Users made 808 million local/Internet yellow page (IYP) queries † </li></ul><ul><li>Local search increased 43% between July 2005 and July 2006* </li></ul><ul><li>82% of IYP and local search users make contact after viewing a businesses local advertisement </li></ul><ul><li>47% of local searchers visited a local merchant as result of search behavior* </li></ul><ul><li>41% of local searchers made contact offline as a result of search* </li></ul><ul><li>* Source: comScore, Inc., September 2006 </li></ul><ul><li>† Source: comScore, Inc., April 2007 </li></ul>
  4. 4. Local Search Landscape
  5. 6. Local Map Listings... Where is the data coming from? Issue: Basic information, not 100% accurate, no keywords or categories, no enhancements
  6. 7. How to Incorporate Into Marketing? <ul><li>Directly submit to each engine for a free basic listing </li></ul><ul><li>Utilize submission services to submit multiple properties </li></ul>
  7. 8. Enhanced Map Listing
  8. 9. Receive multiple listing exposure through map and organic listings
  9. 10. ROI Measurement <ul><li>Call tracking, coupon tracking, </li></ul><ul><li>in store surveys, video views </li></ul><ul><li>Google page view stats, Analytics reports </li></ul>
  10. 11. KML Site Map <ul><li>Keyhole Markup Language </li></ul><ul><li>Expresses geographic information in applications like Google Earth. </li></ul><ul><li>Increases the possibility of inclusion in the Google maps search and indexing of the business profiles. </li></ul>
  11. 12. Ranking Factors <ul><li>Similar to Search Engine Optimization </li></ul><ul><li>Proximity </li></ul><ul><li>Content </li></ul><ul><li>Link Authority </li></ul><ul><li>Title of Listing </li></ul><ul><li>Freshness of Data </li></ul><ul><li>KML </li></ul>
  12. 13. Map Spam <ul><li>Non authorized users have taken over control of many popular search term listings and changed the URLs to an affiliate listing. </li></ul><ul><li>When the user clicks on the link it takes them to an affiliate site instead of the corporate site. </li></ul>
  13. 14. Mobile and GPS <ul><li>Mobile and GPS data is pulled from this same data source. </li></ul><ul><li>To insure locations are showing up in these databases it is imperative to actively manage the location data. </li></ul>
  14. 15. What You Learned Today <ul><li>Business listings area simple, low cost solutions for companies with a local presence. </li></ul><ul><li>Enhanced business listings utilize SEO strategies to display general business information, contact information and photos/videos. </li></ul><ul><li>Measuring ROI through combination of engine data, analytics and call tracking. </li></ul><ul><li>Listings are not only displayed on local search engines, they are pulled into organic results on the main engines as well. </li></ul><ul><li>Implement KML site maps </li></ul><ul><li>Continuously manage the data and review for accuracy. </li></ul>
  15. 16. For more information or a copy of this presentation, please either provide a business card or contact me. Alex Porter, Vice President SearchAdNetwork [email_address] 303.291.0645
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