ClickZ Live New York Rio SEO Presentation
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-How to enable a culture of experimentation in order to find ways to more efficiently connect with targets -How to uncover insights that can be applied contextually to your brand campaign -How to improve strategies for thinking about location targeting through mobile -About local search and why it matters for multi-location businesses -The essential steps to being locally relevant -How to measure success and opportunities with local reporting
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ClickZ Live New York Rio SEO Presentation
- 1. Automating Local SEO at Scale © Copyright 2015 Rio SEO | All Rights Reserved
- 2. The Evolution of Local Search & SEO • Localized search results • Mobile applications • Local social networks • Navigation & GPS devices • Beacon technology • The Internet of Things © Copyright 2015 Rio SEO | All Rights Reserved
- 3. Common Hurdles When Tackling Local • Marketing resources • IT controls website • No way of managing data • Local SEO knowledge • ROI measurement • It’s just too complicated © Copyright 2015 Rio SEO | All Rights Reserved
- 4. Where Do Multi-Location Businesses Start? • Assess your local opportunity • Create a local search plan • Utilize a content management system • Claim your local listings • Develop Local landing pages © Copyright 2015 Rio SEO | All Rights Reserved
- 5. Don’t Forget Mobile Users • Mobile optimized landing pages • Mobile-friendly tags in Google search • 94% of smartphone users look for location information • 51% later visited a store • 48% called a store • 29% made a purchase in a store and did so quickly SOURCE: Google, The Mobile Playbook (February 2015)
- 6. Driving Your Message With Local Content • Localized marketing copy • Neighborhood information • Local promotions and coupons • Rich media i.e. YouTube • Social signals and sharing • Conversion forms & phone numbers © Copyright 2015 Rio SEO | All Rights Reserved
- 7. Distribute Your Data Everywhere • Claim your listings on search engines • Validate business information accuracy • Submit to data aggregators (and beyond!): • Neustar • InfoGroup • Acxiom • Factual • Apple Maps • Yelp! © Copyright 2015 Rio SEO | All Rights Reserved
- 8. How Do You Measure Success? • Traffic to landing pages • User activity at local level • From fills and conversions • Local ranking • Listing accuracy (NAP) • Reviews and ratings © Copyright 2015 Rio SEO | All Rights Reserved
- 9. Goal: Stay On Top Of Technology • Local social management • Beacon technology • Cross-channel data • Geo-targeted marketing • Real-time inventory • Interactive elements © Copyright 2015 Rio SEO | All Rights Reserved
- 10. Defining Your Plan of Attack • What is the opportunity? • Controlled user experience • More traffic and conversions • Brand awareness • Define your strategy • Use technology to scale your processes • Don’t “set it and forget it” © Copyright 2015 Rio SEO | All Rights Reserved
- 11. © Copyright 2015 Rio SEO | All Rights Reserved Evaluating A Local Search Partner • Do you own the local data? • Customization of landing pages • Full service vs. self-serve • Deep SEO knowledge • Reporting tools to measure success • Offer a complete solution