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Jon Kaufman - Advice Interactive Group - #DDSUM12

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Jon Kaufman, President of Advice Interactive Group, gives his talk on Local Search, "1,000,000 vs. Marketing" to the first-annual Dallas Digital Summit, December 4-5, 2012.

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Jon Kaufman - Advice Interactive Group - #DDSUM12

  1. 1. Dallas Digital Summit ‘12 Local Search 1,000,000 vs. Marketing Proprietary and Confidential | 2012
  2. 2. Who we are… California | Texas | Florida Proprietary and Confidential | 2012
  3. 3. What does matter… You will not all agree with me I will likely, albeit, unintentionally, insult some or a few of you in the room.  I try to be a Google and Bing equal opportunity offender. There are many different roads to the same destination  These are proven to work for us, they may not for you. Proprietary and Confidential | 2012
  4. 4. How many of you did a search today? TEXT your VOTE to 650.515.3033 Google: 21076 Bing: 21077 Other: 21078 Both: 21079 None: 21080 ***I’m not keeping this data, selling it or using it in anyway Proprietary and Confidential | 2012
  5. 5. Are you smarter than a… VS Proprietary and Confidential | 2012
  6. 6. Local Search  Premise  What is the fundamental problem?  Why does this problem warrant concern?  Where to start?  Do these things.  Resources. Proprietary and Confidential | 2012
  7. 7. The Fundamental Problem Proprietary and Confidential | 2012
  8. 8. Darth Vader Paradox Proprietary and Confidential | 2012
  9. 9. Put another way? LOCAL LOCAL GLOBAL ANALYSIS SOCIAL SOCIAL ORGANIC ORGANIC Proprietary and Confidential | 2012
  10. 10. The Fundamental Problem Actionable Insights = [Global Organic Reporting + Local Reporting]  Local Strategy – Tracking Global  International, National and Local Brands are guilty of it  It’s a local world but brands are still tracking national Proprietary and Confidential | 2012
  11. 11. Why the problem warrants concern. Proprietary and Confidential | 2012
  12. 12. Local Search - The Facts[59%]of consumers use Google every month to locate a good local business*www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
  13. 13. Local Search - The Facts[71%]of searchers value the information contained in Local Search results*www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
  14. 14. Local Search - The Facts [54%] of searchers use a local modifier in their search terms [17%] of searchers never use a local modifier [63%] of older searchers are more inclined to add a local modifier to their search terms *www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
  15. 15. Local Search - The Facts [60%] of local searchers add a town name or city name to their search terms. [42%] add a zip code. [13%] of local searchers use street names *www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
  16. 16. Local Search - The Facts [13%] of local searchers use street names *www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
  17. 17. What does that mean? Proprietary and Confidential | 2012
  18. 18. Our Barometer – Where to Start Proprietary and Confidential | 2012
  19. 19. Proprietary and Confidential | 2012
  20. 20. Proprietary and Confidential | 2012
  21. 21. Proprietary and Confidential | 2012
  22. 22. Proprietary and Confidential | 2012
  23. 23. Proprietary and Confidential | 2012
  24. 24. What to do. Proprietary and Confidential | 2012
  25. 25. 4 Ideas and 1 Thought – Out of the Circle Thinking These are not NAPs (Name, Address, Phone Number) Proprietary and Confidential | 2012
  26. 26. Quick Word on the Basics Do Them Proprietary and Confidential | 2012
  27. 27. Reviews - Think Traditionally  National Plumber  Step 1: Best Practices Guide  Asking them to utilize products/keywords in their reviews  Step 2: Marketing | Services Education  Step 3: Driver Education  Step 4: Track  The Numbers: 180 Locations, 5 Drivers/Location, 10 Stops/Day, 10% or 1/10 Review =  Brand Impact: 900 Reviews/Day, 18,000 Reviews/Mo.  Location Impact: 5 Reviews/Day, 100 Reviews/Mo. Proprietary and Confidential | 2012
  28. 28. Testimonials –Location, Location, Location  We have consistently found that testimonials create the context for increased conversions.  However, Google is penalizing for duplicate testimonials on homepage and subpages in relation to their review properties and others.  Easy Fix – Don’t do it or Google will remove  Smarter Fix – Create Image of Testimonial and Utilize Alt Tags Proprietary and Confidential | 2012
  29. 29. Segmentation – Back to Basics  Young vs. Old | Generic vs. Local Search Modifiers  Google Vs. Bing – The Dentist  100’s of Franchises  Their Demographic is skewed towards an older crowd  Use Bing Maps as their location tool and automatically link to bing maps.  Google is still indexing but Bing loves them.  Proven to be a very successful tactic. 54% of searchers use a local modifier in their search terms  17% of searchers never use a local modifier  Older searchers are more inclined to add a local modifier to their search terms – 63% Proprietary and Confidential | 2012
  30. 30. Mobile – In App vs. Browser Mobile Kicker – BIA/Kelsey: Mobile to Overtake PC for Local Search by 2015  Thought: When do you search on your phone?  Research vs. NEED  Cable/Internet/Phone Company Example  Do:  Build a mobile site – this is no longer cost prohibitive. Mobile is Local  Explore  City Lens, Wikitude  Build a mobile site – Google makes it easy *www.searchengineland.com –Greg Sterling Proprietary and Confidential | 2012
  31. 31. Local – Social, Search, Mobile  The Results. You just did it.  Think about it.  My Point. Proprietary and Confidential | 2012
  32. 32. Resources – Where the experts go.  Google it.  Leave Behind – Google Analytics Data Grabber  (www.gadatagrabbertool.com) Proprietary and Confidential | 2012
  33. 33. Thank YouProprietary and Confidential | 2012

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