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Local Tactics for National Brands

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It's no secret: national brands struggle with being local. And it's understandable why. Immersing yourself in a community is much easier for a single-location business than for a national brand. In this presentation, I walk through how enterprise local companies can learn from their local SMB competitors and earn their place in front of local customers.

Presented at SearchFest 2016

Published in: Marketing
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Local Tactics for National Brands

  1. 1. Local Tactics for National Brands Cori Shirk Seer Interactive SearchFest 2016
  2. 2. The struggle #SearchFest @corishirk | Seer Interactive
  3. 3. You have a super power #SearchFest @corishirk | Seer Interactive
  4. 4. BRAND #SearchFest @corishirk | Seer Interactive
  5. 5. BRANDis the promise of an experience #SearchFest @corishirk | Seer Interactive
  6. 6. Stay alert #SearchFest @corishirk | Seer Interactive
  7. 7. Strong foundations win #SearchFest @corishirk | Seer Interactive
  8. 8. Listings Localized Website Reviews Links #SearchFest @corishirk | Seer Interactive
  9. 9. Localized Website Reviews Links #SearchFest @corishirk | Seer Interactive Listings
  10. 10. #SearchFest @corishirk | Seer Interactive
  11. 11. 5 W’s of Fully Optimized Listings #SearchFest @corishirk | Seer Interactive
  12. 12. Who: NAP + Logos #SearchFest @corishirk | Seer Interactive
  13. 13. What: Categories #SearchFest @corishirk | Seer Interactive
  14. 14. Where: Lat/Long, Neighborhood, Containment Stores #SearchFest @corishirk | Seer Interactive
  15. 15. When: Store Hours #SearchFest @corishirk | Seer Interactive
  16. 16. Why: Business Description #SearchFest @corishirk | Seer Interactive
  17. 17. Who: NAP + Logos What: Categories Where: Lat/Long, Neighborhood, Containment Stores When: Hours Why: Business Description #SearchFest @corishirk | Seer Interactive
  18. 18. BrightLocal’s Citation Tracker #SearchFest @corishirk | Seer Interactive
  19. 19. Places Scout #SearchFest @corishirk | Seer Interactive
  20. 20. Moz Local #SearchFest @corishirk | Seer Interactive
  21. 21. Yext #SearchFest @corishirk | Seer Interactive
  22. 22. Moz Local + Yext #SearchFest @corishirk | Seer Interactive
  23. 23. Reviews Links #SearchFest @corishirk | Seer Interactive Listings Localized Website
  24. 24. I.D.I.O.T.’s Guide to Location Pages #SearchFest @corishirk | Seer Interactive
  25. 25. #SearchFest @corishirk | Seer Interactive Individual Discoverable Informative Optimized Tagged
  26. 26. #SearchFest @corishirk | Seer Interactive Individual
  27. 27. I really need to make a case for this? #SearchFest @corishirk | Seer Interactive
  28. 28. #SearchFest @corishirk | Seer Interactive
  29. 29. #SearchFest @corishirk | Seer Interactive
  30. 30. They actually work! #SearchFest @corishirk | Seer Interactive
  31. 31. 0 10 20 30 40 50 60 70 0 500 1000 1500 2000 2500 3000 3500 Traffic and Appointments Booked from New Store Pages Sessions (Local) Appointments Booked (Local) #SearchFest @corishirk | Seer Interactive
  32. 32. 250 300 350 400 450 500 550 600 650 7,500 12,500 17,500 22,500 27,500 32,500 37,500 All Traffic and Appointments Booked Sessions (All) Appointments Booked (All) #SearchFest @corishirk | Seer Interactive
  33. 33. #SearchFest @corishirk | Seer Interactive Discoverable
  34. 34. #SearchFest @corishirk | Seer Interactive
  35. 35. #SearchFest @corishirk | Seer Interactive Informative
  36. 36. #SearchFest @corishirk | Seer Interactive
  37. 37. #SearchFest @corishirk | Seer Interactive
  38. 38. Siteliner.com #SearchFest @corishirk | Seer Interactive
  39. 39. NOT GREAT #SearchFest @corishirk | Seer Interactive
  40. 40. #SearchFest @corishirk | Seer Interactive
  41. 41. #SearchFest @corishirk | Seer Interactive
  42. 42. #SearchFest @corishirk | Seer Interactive
  43. 43. #SearchFest @corishirk | Seer Interactive
  44. 44. “But scaling local content is hard!” #SearchFest @corishirk | Seer Interactive
  45. 45. survey Survey your franchisees https://www.flickr.com/photos/plings/ #SearchFest @corishirk | Seer Interactive
  46. 46. survey seer.is/1nuN9VS https://www.flickr.com/photos/plings/ #SearchFest @corishirk | Seer Interactive
  47. 47. Optimized #SearchFest @corishirk | Seer Interactive
  48. 48. #SearchFest @corishirk | Seer Interactive Tagged
  49. 49. #SearchFest @corishirk | Seer Interactive Individual Discoverable Informative Optimized Tagged
  50. 50. Use technology! #SearchFest @corishirk | Seer Interactive
  51. 51. Links #SearchFest @corishirk | Seer Interactive Listings Localized Website Reviews
  52. 52. You can’t ignore them #SearchFest @corishirk | Seer Interactive
  53. 53. Track them #SearchFest @corishirk | Seer Interactive
  54. 54. Identify locations that need extra help #SearchFest @corishirk | Seer Interactive
  55. 55. Empower your team! #SearchFest @corishirk | Seer Interactive
  56. 56. #SearchFest @corishirk | Seer Interactive Listings Localized Website Reviews Links
  57. 57. “But scaling local link building is hard!” #SearchFest @corishirk | Seer Interactive
  58. 58. #SearchFest @corishirk | Seer Interactive
  59. 59. #SearchFest @corishirk | Seer Interactive
  60. 60. StLouisRealEstateExchange.com BaltimoreFishbowl.com RealEstateNewsNYC.com VerticalLivingOrlando.com JetSetDC.com NorthEndWaterfront.com #SearchFest @corishirk | Seer Interactive
  61. 61. #SearchFest @corishirk | Seer Interactive
  62. 62. #SearchFest @corishirk | Seer Interactive Boston.com PennLive.com PhillyMag.com CAPoliticalReview.com AlexandriaNews.com MidWestWinePress.com
  63. 63. Links #SearchFest @corishirk | Seer Interactive
  64. 64. Links #SearchFest @corishirk | Seer Interactive
  65. 65. Relationships #SearchFest @corishirk | Seer Interactive
  66. 66. Showcase offline relationships, online #SearchFest @corishirk | Seer Interactive
  67. 67. Empower your team! #SearchFest @corishirk | Seer Interactive
  68. 68. Preferred Partner Badge Strategy #SearchFest @corishirk | Seer Interactive
  69. 69. Listings Localized Website Reviews Links #SearchFest @corishirk | Seer Interactive
  70. 70. Thanks! #SearchFest @corishirk | Seer Interactive

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