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Local Search Marketing by Alan Bleiweiss

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BlueGlass Florida presentation by Alan Bleiweiss from SearchMarketingWisdom.com

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Local Search Marketing by Alan Bleiweiss

  1. 1. National + Regional + Local = Maximized Reach #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  2. 2. Top Secret Clients <ul><li>Recent Audits </li></ul><ul><ul><li>Regional Bank </li></ul></ul><ul><ul><li> $84 billion in assets 346 branches in 4 States </li></ul></ul><ul><ul><li>Pac Union Real Estate </li></ul></ul><ul><ul><li> 470 Agents in 24 Office Locations </li></ul></ul><ul><ul><li>Top Ten U.S. University </li></ul></ul><ul><ul><li>15,000 pages across 17 sub-domains </li></ul></ul>#BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  3. 3. National + Regional + Local <ul><li>Missing the Local Opportunity </li></ul><ul><li>Challenges from three fronts </li></ul><ul><li>Evangelize the additional reach </li></ul><ul><li>Geo-Funnels (Upside down funnels) </li></ul><ul><li>Automate Wherever Possible </li></ul><ul><li>Takeaways </li></ul>#BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  4. 4. Missing the Local Opportunity <ul><li>Example: Large corporate Banks </li></ul><ul><li>Challenges </li></ul><ul><ul><li>Big business mentality </li></ul></ul><ul><ul><ul><li>We’re in the big leagues – why bother? </li></ul></ul></ul><ul><ul><li>Resource limitations </li></ul></ul><ul><ul><ul><li>We already have enough on our plate </li></ul></ul></ul><ul><ul><li>IT Pushback </li></ul></ul><ul><ul><ul><li>What do you mean we have to scrap our Java locations finder and do programming in another language? </li></ul></ul></ul>#BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  5. 5. Missing the Local Opportunity <ul><li>Big Business Mentality </li></ul><ul><li>We’re in the big leagues – why bother? </li></ul><ul><li>Missing huge opportunities </li></ul><ul><ul><li>97% of consumers conduct Local Search 1 </li></ul></ul><ul><ul><li>33 million monthly visits to Yelp 2 </li></ul></ul><ul><ul><li>2 million U.S. businesses have Google Place Pages 3 </li></ul></ul><ul><li>1 – BIA Kelsey study July, 2010 </li></ul><ul><li>2 – Yelp Data July, 2010 </li></ul><ul><li>3 – Google Q1 data via David Mihm </li></ul>#BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  6. 6. Missing the Local Opportunity <ul><li>Resource Limitations </li></ul><ul><li>We already have enough on our plate </li></ul><ul><ul><li>With thousands of pages, you have a leg up on local businesses </li></ul></ul><ul><ul><li>Designate Corporate point person </li></ul></ul><ul><ul><li>Establish Unified message </li></ul></ul><ul><ul><li>Task local content to local offices/branches </li></ul></ul><ul><ul><li>Include Community based content on local pages </li></ul></ul><ul><ul><li>Automate Wherever Possible </li></ul></ul>#BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  7. 7. Missing the Local Opportunity <ul><li>IT Pushback </li></ul><ul><li>The company needs the revenue </li></ul><ul><li>Your competitors are running circles around you </li></ul><ul><li>Let’s automate this </li></ul><ul><li>Here’s the plan, I want your input </li></ul>#BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  8. 8. Go Local <ul><li>Geo-Funnel </li></ul><ul><ul><li>Upside Down Funnel Model </li></ul></ul><ul><ul><ul><li>State 50 pages </li></ul></ul></ul><ul><ul><ul><li>City 200 pages </li></ul></ul></ul><ul><ul><ul><li>Town 5000 pages </li></ul></ul></ul><ul><ul><li>Identify Highest Value Local Pages </li></ul></ul><ul><ul><ul><li>Start with key locations </li></ul></ul></ul><ul><ul><ul><li>Beef up regional pages above each of these </li></ul></ul></ul><ul><ul><ul><li>Point Internal & External links to targeted pages </li></ul></ul></ul><ul><ul><li>Auto-populate Geo-funnel data in key areas </li></ul></ul><ul><ul><ul><li>URLS </li></ul></ul></ul><ul><ul><ul><li>Page Titles, Meta Descriptions </li></ul></ul></ul><ul><ul><ul><li>Breadcrumbs </li></ul></ul></ul><ul><ul><ul><li>H1 tags </li></ul></ul></ul><ul><ul><ul><li>Link Anchor text </li></ul></ul></ul><ul><ul><li>Don’t Forget Microformats (reviews, Hours of operation, etc.) </li></ul></ul>#BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  9. 9. Go Local #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  10. 10. National + Regional + Local <ul><li>Takeaways </li></ul><ul><li>Identify the opportunity </li></ul><ul><li>Think through the obstacles / objections </li></ul><ul><li>Show each decision maker how this change can be achieved </li></ul><ul><li>Establish baseline metrics before the work begins </li></ul><ul><li>Prioritize rollout tasks for maximum value sooner </li></ul><ul><li>Be willing to compromise when necessary </li></ul><ul><li>Implement Dashboards for progress tracking </li></ul><ul><li>Create & Target upside down funnels </li></ul><ul><li>Look for ways to intelligently automate </li></ul>#BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss
  11. 11. Alan Bleiweiss Search Marketing Wisdom http://SearchMarketingWisdom.com @AlanBleiweiss #BlueglassFl National + Regional + Local = Maximized Reach @AlanBleiweiss

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