Successfully reported this slideshow.

NEFS Local Search 3.12.12

571 views

Published on

Presented at the New England Food Show by Francis Skipper, Director of Search Marketing at 451 Marketing.

Published in: Business, Technology
  • Be the first to comment

NEFS Local Search 3.12.12

  1. 1. Optimizing Your OnlinePresence for Local Search
  2. 2. Agenda Agenda Search Basics Defining Local Search Optimizing Your Site for Local Search Claiming and Optimizing for Local Search Optimizing Mobile for Search Time and Resources Measurement
  3. 3. A Little Background On Search
  4. 4. Search Engine Result Page (SERP) Paid Results 20 %Organic Results 80 %
  5. 5. 33% of US consumers spend at least 3 hours online every day. Source: The Media Audit (10/11)
  6. 6. Why should I care about search? Worldwide, 88,000,000,000 searches are conducted on Google per month. 34,000 Per Second 2,000,000 Per Minute 121,000,000 Per Hour 3,000,000,000 Per Day
  7. 7. 2.6 billion local searches conducted each month Accounts for 30% of all search traffic79% of people used the internet tofind local business in the past year 51% explicitly characterize behavior as shop online, buy offline comScore (10/11), Smallbusiness.com (7/11)
  8. 8. In 2011, more than 50% of all local searchesdone from mobile devices.By 2014, mobile internet use will exceeddesktop internet use Marketing Sherpa (2011)
  9. 9. Local Search as aGame Changer
  10. 10. Traditional Search –The Search Term (“What”) Local Search pizza
  11. 11. Local Search – Search Term (“What”) + Geographic Modifier (“Where”)Local Searchpizza boston
  12. 12. Optimizing Your Site:Local Search Best Practices
  13. 13. Local SEO is SEO that makes your businesslisting more relevant to local search queries Involves both content and reputation management across multiple sites
  14. 14. Local Search Best Practices: Optimize & Localize Your Website
  15. 15. Full Text Local Phone Number & Address Full Text for Search and Mobile
  16. 16. Current Copyright Date
  17. 17. Local landing for multiple locations
  18. 18. No 100% Flash/Image Sites
  19. 19. What the Customer Sees…
  20. 20. What Sees…
  21. 21. What the Customer Sees…
  22. 22. What Sees…
  23. 23. <h1 class="pageHeading" style="font-size: 130px;">Asian Bites</h1>HTML Text for Image Based Messaging
  24. 24. Use Keywords in Call to Action Text
  25. 25. Stay Up-to-date On Hosting Fees
  26. 26. <img src="http://neborestaurant.com/blog/wp-content/uploads/2011/07/Food-at-Nebo.jpg"alt="Bostons Best Food" title="Food at Nebo" width="350" height="350" class="alignright size-fullwp-image-247" align="right">Local Tagging (Images, Video, Other Content)
  27. 27. Local URL
  28. 28. Claiming Your Business On Other Platforms: Local Search Best Practices
  29. 29. Optimizing for MobileLocal Search Best Practices
  30. 30. Mobile landing page with click #, opentable (if applicable), hours, maplink BVI MOCK UPDedicated Mobile Landing Page
  31. 31. Time & Resources:Planning for Local Search
  32. 32. As With Any Marketing Initiative, Time, and Resources
  33. 33. Measuring Your Results:Local Search Best Practices
  34. 34. Tools For Success
  35. 35. Measure Twice, Cut Once! Free • Overlay 2-3 metrics • Conversion and goal tracking • Adwords integration • Geo-trackingSet Conversion Points• Contact/Map page visits• Menu Downloads• Mobile visits• Top referrers
  36. 36. Learn from your competitors! Free • Unique site visitors • Top keywords to drive traffic Pro • 5 sites • 2 years back • Demographic Details
  37. 37. Learn about your customers! Free • Demographic data • Similar sites • Traffic data • Even more benefits with pixel association
  38. 38. Make small, targeted buys Free • New interface (easier to use) • ROI, ROAS reports • Keyword opportunity reports • Exportable reports
  39. 39. Drive Social Conversations Free • New interface • Ad targeting by likes and association • Exportable reports • Sponsored StoriesUse Facebook to Hyper-target
  40. 40. Free• Trends for your keywords/industry/products• Illustrate demand
  41. 41. Take-Aways (a.k.a. Write These Down!)• Optimize content/coding with relevant, locally-focused keywords• Full-text local phone number & address• Current copyright date• No 100% flash Websites• Provide alternate html text for image-based messaging• Use keywords in your calls-to-action (not “click here”)• Stay up to date on hosting/domain fees• Make sure your site has a mobile-friendly landing page• Claim your business! Use local keywords on claiming sites• Integrate local keyword strategy on social networks
  42. 42. We specialize in: • Search Engine Optimization (SEO) • Paid Search and Pay-Per-Click Advertising • Paid Media Management • Traditional and Digital Public Relations • Targeted Press Releases • Content Creation • Social Media Marketing • Social Media Strategy Development/Training • Web Design and Implementation • Brand Development
  43. 43. Francis SkipperDirector of Search Marketing 617-986-0226 francis@451marketing.com linkedin.com/in/francisskipper @fskipwww.451Marketing.com

×