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Putting Your Business on the Virtual Map By Benu Aggarwal


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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Local Listings: Putting Your Business On The Virtual Map. PRESENTATION: Putting Your Business on the Virtual Map - Given by Benu Aggarwal, @milestonemktg - Milestone Internet Marketing, President, Founer. #SMX #13C

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Putting Your Business on the Virtual Map By Benu Aggarwal

  1. 1. #SMX #13A @BenuAggarwal Putting Your Business On The Virtual Map
  2. 2. #SMX #13A @BenuAggarwal •  Evolution  of  Local  Search     •  Most  Crucial  Factors   •  Local  Maps  and  Important    Channels   •  Measuring  Success   •  Key  Take  Aways     Agenda
  3. 3. #SMX #13A @BenuAggarwal Evolution of LocaL Search
  4. 4. #SMX #13A @BenuAggarwal Search Results: Past vs. Present Local Listing Organic Results Local 3 Pack Paid Ads 2nd October 2008 8th Feb 2016 Local 3 Pack Paid Ads
  5. 5. #SMX #13A @BenuAggarwal Finding The Differences Local Listing Organic Results Local 3 Pack Paid Ads No direct website links in local 3 pack Local 3 Pack Paid Ads Google Hotel Finder No organic results above the fold Improved maps
  6. 6. #SMX #13A @BenuAggarwal Maps Results: Past vs. Present 2nd  October  2008   8th  Feb  2016   Enhanced   Profile   More  focus  on   reviews   OTA  Rates   Website  link  &   clickable  phone   link  
  7. 7. #SMX #13A @BenuAggarwal Most Crucial Factors
  8. 8. #SMX #13A @BenuAggarwal
  9. 9. #SMX #13A @BenuAggarwal Physical  location     Categories  on  GMB   No  duplicate  listing   Consistent  url,  name,  address   or  phone  number  (UNAP)     Relevant  and  engaging   content   Reviews   Factor for Ranking Locally
  10. 10. #SMX #13A @BenuAggarwal Local Customer and Search Behavior Customer Search 1 2 3 Channels Displayed in Search Saturate Critical Channels Responsive Site Maps (Apple, Nokia, Bing) Active Presence and Engagement on Social Profiles Trusted Sites, Reviews (UGC) Mobile Ads Local Citations Data Aggregators IYPs
  11. 11. #SMX #13A @BenuAggarwal What are Good Citations? Data   aggregators   IYPs   Local,  Business   Directories   Maps   Local  search   engines  
  12. 12. #SMX #13A @BenuAggarwal Segmenting Links for Effective SEO Local  Search  Engine   &  Hyper  Local  Listings   Data  Aggregators   Internet  Yellow  Pages   Business,  Local,  Industry   and  Niche   Maps  
  13. 13. #SMX #13A @BenuAggarwal Local Maps and Important Channels
  14. 14. #SMX #13A @BenuAggarwal Create Google+ page and Claim My Business Listing Send Verification Postcard Receive PIN, Verify Listing, and Initiate Merge QA listing; Optimize listing per guidelines Add Social posts and keep optimizing Link Website by adding rel=publisher tag to site Google My Business:
  15. 15. #SMX #13A @BenuAggarwal Google+ and Google My Business •  Google+ and Google My Business are still connected, but are not closely related anymore •  Google+ is now primarily a social network focused on collections •  Google My Business is a tool for business owners to manage their listing information on Google •  Both are still important, and neither should be ignored!
  16. 16. #SMX #13A @BenuAggarwal Google+ Posts Still Show Up in SERPs
  17. 17. #SMX #13A @BenuAggarwal Incomplete Profiles Lead to Poor Ranking Source:
  18. 18. #SMX #13A @BenuAggarwal Relevant  cover   image  &  logo   Verified  local   business     Consistent   UNAP   Correct  primary   category  tagging   Correct  placement  of  the   pin  on  Google  map   User  friendly  page   url   Reviews   Unique  property   description  
  19. 19. #SMX #13A @BenuAggarwal
  20. 20. #SMX #13A @BenuAggarwal Managing Critical Information - Crawlers and API
  21. 21. #SMX #13A @BenuAggarwal Consistent   UNAP   Book  Now   URL   Photo  Gallery   Enhanced   Descrip=on   Correct placement of the pin on the map
  22. 22. #SMX #13A @BenuAggarwal Unclaimed   Business   Missing   Descrip=on   Missing  Book   Now  URL   Incorrect UNAP
  23. 23. #SMX #13A @BenuAggarwal Quality & Enhanced Listing Website   fold   1 1 2 2 3 3 5 5 A B C 6 6 7 7 4 4
  24. 24. #SMX #13A @BenuAggarwal Measuring Success
  25. 25. #SMX #13A @BenuAggarwal Measuring Success On Google My Business
  26. 26. #SMX #13A @BenuAggarwal Measuring Success On Bing Milestone  team   claimed  the  listing  
  27. 27. #SMX #13A @BenuAggarwal •  Directories  all  feed  from   each  other   •  Incorrect  listings  in  one   directory  can  infect  others   •  New  duplicates  can  get   created  at  any  time   •  The  faster  you  react,  the  less   damage  incorrect/duplicate   listings  do   Ongoing Monitoring Of Profiles In  just  90  days,  this   existing  client  had  173   actions  performed  by   NAPtune  
  28. 28. #SMX #13A @BenuAggarwal Measuring Success On Yelp
  29. 29. #SMX #13A @BenuAggarwal •  Identify  most  critical  channels  for  your  verticals   •  Ensure  maps  have  accurate  information     •  Push  consistent  and  rich  content  across  all  channels     •  Leverage  APIs  to  clean  duplicates     •  Establish  KPI/Measurement  criteria   Key Take Aways
  30. 30. #SMX #13A @BenuAggarwal Thank    You!   See  you  at  the  next  #SMX!   Questions?