LSA|14: Discovery and the Real Value of Content in Local Search

462 views

Published on

At LSA|14, Local Market Launch discussed how consumers looking without a brand in mind is really the true growth opportunity in local search online and also the vast majority of the searches taking place.

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

  • Be the first to like this

LSA|14: Discovery and the Real Value of Content in Local Search

  1. 1. Twitter: @gideonrubin gideon@localmarketlaunch.com  
  2. 2. Branded vs. Unbranded Search
  3. 3. + Pasadena   vs.   + Pasadena   Plumber
  4. 4. + Santa Barbara   vs.   + Santa Barbara  Auto Parts
  5. 5. + Huntington Beach   vs.   + Realtor Huntington Beach  
  6. 6. “So while many local searchers are looking for “name in mind” information, a substantial number don’t have a specific business in mind (especially tablet users).”* Source: searchengineland.com/study-78-percent-local-mobile-searches-result-offline-purchases-188660  
  7. 7. Factual vs. Editorial
  8. 8. 19   10   11   6 13 02 08 3 8 = editorial Factualvs.Editorial
  9. 9. 97   33   144   26   32 65 06 27 16 128 05 21 = editorial Factualvs.Editorial
  10. 10. 73% Lose Trust in Brands Due to its Inaccurate Content Online Source: searchenginewatch.com/article/2338839/73-Lose-Trust-in-Brands-Due-to-Inaccurate-Local-Business-Listings-Survey  
  11. 11. •  Consumers need to be able to trust the data they find about a business •  There’s nothing more frustrating than turning up at a shop or restaurant which has closed down, moved or never even been located at that address! Getting Your Brand Found by Consumers brightlocal.com/2013/09/23/expert-citation-survey-2013 Your Brand Must Have Accurate Data Online Wrong address 0 Reviews Corrected Address 81 Reviews
  12. 12. •  Richness refers to descriptions, photos, hours, etc. •  Knowing the type of services, opening hours, payment options is useful information for potential customers. •  It also supports the data you load into Google+ and gives Google further proof points to corroborate the data it has about a business brightlocal.com/2013/09/23/expert-citation-survey-2013 The “Richness” of Listings are Important Before After Getting Your Brand Found by Consumers
  13. 13. Unique editorial content has a higher intrinsic value •  Challenging to create and scale. The Real Value is in “Editorial” Content The easiest editorial content •  Original description of a company’s products or services
  14. 14. How Much Content to Produce? 81% of users expect businesses to respond on social media Companies with the highest levels of social activity grew their sales an average of 18% per year,
  15. 15. SPEND AND PRAY
  16. 16. Strategic Local Presence Budget Content   Search   Long-Term Value  
  17. 17. Twitter: @gideonrubin gideon@localmarketlaunch.com  

×