Local Search Optimization for Franchises & Large Dealer Networks with Moz

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Local Search Matters: 97% rely on local search when researching products or services in their local area.

Join experts David Mihm of MOZ Local and Jeremy LaDuque of Bridgeline Digital to learn from leading experts about how to optimize your local websites and listings as well as how mobile and social influence your local rankings.

Key Elements Discussed in this Webinar:
• The holy grail of local search at Google
• How to Leverage SEO best practices
• Ways to take advantage of the endless opportunities created from Local Search

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Local Search Optimization for Franchises & Large Dealer Networks with Moz

  1. 1. David Mihm @davidmihm Director of Local Search Strategy MOZ Local About the Presenters Visit us at: bridgeline.com Follow us: @bridgeline Jeremy LaDuque, CFE @jeremyladuque SVP of Franchise & Large Dealer Networks Bridgeline Digital
  2. 2. Please engage with this presentation We welcome your questions… As the presentation is being given, we welcome your inquiries. Just open the questions pane and ask what you want to know!
  3. 3. Who is Bridgeline Digital
  4. 4. We help our customers achieve their key initiatives by leveraging leading web based technologies How We Build Customer Success “No other company in the web engagement marketplace can provide for its customers the integrated solutions Bridgeline provides.” - Scott Liewehr, DCG
  5. 5. Introduction - Wayne Gretzky ”“ A good player goes where the puck is, a great player goes where the puck is going to be.
  6. 6. Make it Convenient by Showing Up Properly Showing Up Properly ! Responsive Design ! Audience Use Cases ! Persuasive Content Omni-Channel Marketing is a modern approach to creating a seamless consumer experience across all available customer channels.
  7. 7. Make it Convenient by Showing Up Properly Why Embracing Mobile Matters Brand ! Google found 72% of online shoppers expect businesses to have a mobile-friendly website ! 55% say a poor mobile experience will hurt their opinion of brand
  8. 8. Make it Convenient by Showing Up Properly Why Embracing Mobile Matters Long-Term Opportunities ! 89% of customers do business with a competitor following a poor customer experience (IBM) ! 72% of companies said that mobile accounts for more than 10% of traffic, up from 52% in 2012 (Google) ! 67% of consumers said they’re more likely to make a purchase if a website is mobile-friendly (Google)
  9. 9. Make it Convenient by Showing Up Properly What is Responsive Design: Kayla Knight, Smashing Magazine ”“ Responsive Web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation.
  10. 10. Make it Convenient by Showing Up Properly Search Engine Optimization Considerations From Google’s Developer Guide: ! Single URL creates easier user interaction and sharing opportunities ! Helps Google’s algorithms assign the indexing properties for the content ! No redirection is needed for users to get to the device-optimized view & reduces loading time
  11. 11. Make it Convenient by Showing Up Properly Importance of User Behavior Customer Tendencies: Action, Not Volume, Is Critical ! 9 out of 10 smart phone searches result in customer action with over half leading in a purchase. ! 58% of Americans use their smart device on their way to the retail store or in store.
  12. 12. Deliver a Custom Tailored Experience Deliver a Custom Tailored Experience ! The power of persuasion – attracting your audience means grabbing their attention and giving them a reason to stay on your website ! Persuasive content - automatically present the right content, to the right audience at the right time " By device " Navigational behavior " Search terms " Site usage
  13. 13. Planning to succeed: Stage #1 Stage #2: Stage #3: Stage #4: Information Access to the right information. - Big data - Analytics - KPI’s Planning Knowing what’s critical to moving the needle for you. - Information based planning - Choosing the right channels Tools The right tool set that’s accessible and easy to use. - CMS - CRM - Social - Email - Mobile - Analytics Ongoing A strategy for national and local search visibility. - Strengths at the national level - Strengths at the local level - Synergies Make it Convenient by Showing Up Properly
  14. 14. 1515 Seizing the Local Search Opportunity David Mihm @davidmihm davidm@moz.com
  15. 15. 1616 Sizing the opportunity1 2 3 4 5 Local search fundamentals for franchisors Leveraging YOUR strengths Leveraging your franchisees’ strengths Recap Seizing the Local Search Opportunity © SEOmoz, Inc. 2014
  16. 16. 1717 Sizing the opportunity 7,620,000,000Local searches every month (U.S.) Local on MobileLocal on Desktop 20% 50% © SEOmoz, Inc. 2014 Source: 20BN Desktop US Searches (May 2013, Comscore); Percentages from Google and Bing
  17. 17. 1818 ZORS ZEES ZEES ZEES What the opportunity looks like © SEOmoz, Inc. 2014
  18. 18. 1919 Franchise Locator, Site Architecture Google Places For Business, Others Google Plus Authorship, Publisher Local search fundamentals for franchisors WEBSITE BRAND LOCATION © SEOmoz, Inc. 2014
  19. 19. 2020 Leverage your strengths as a Zor • Strong website potential • Brand name • Full-time marketing and IT/Engineering departments © SEOmoz, Inc. 2014
  20. 20. 2121 WEBSITE LOCATION Best Practices • Crawlable, traditional directories • Unique page for each location Home Stores • Optimize for conversions • Title: “Brand – Keyword(s) in City, ST” • Full “NAP” for each location in HTML • Rich content Domino’s Pizza – Delivery, … Chicago, IL Domino’s Pizza – Chicago, IL Domino’s Pizza 1415 W Irving Park Rd Chicago, IL 60613 (773) 871-3030 Get Driving Directions Welcome to Domino’s Chicago Northside! Open Daily 1030 am – 130 am PLACE AN ORDERPLACE AN ORDER (From the Manager) Domino’s Pizza – Delivery, … Chicago, IL Domino’s Pizza – Chicago, IL Domino’s Pizza 1415 W Irving Park Rd Chicago, IL 60613 (773) 871-3030 Get Driving Directions Welcome to Domino’s Chicago Northside! Open Daily 1030 am – 130 am PLACE AN ORDERPLACE AN ORDER (From the Manager) Domino’s Pizza – Delivery, … Chicago, IL Domino’s Pizza – Chicago, IL Domino’s Pizza 1415 W Irving Park Rd Chicago, IL 60613 (773) 871-3030 Get Driving Directions Welcome to Domino’s Chicago Northside! Open Daily 1030 am – 130 am PLACE AN ORDERPLACE AN ORDER (From the Manager) © SEOmoz, Inc. 2014
  21. 21. 2222 NO YES WEBSITE LOCATION © SEOmoz, Inc. 2014
  22. 22. 2323 Publisher: Links entire website with a Google+ business page. Authorship: Links individual posts & articles with an individual’s Google+ profile. WEBSITE BRAND © SEOmoz, Inc. 2014 Slide courtesy of Mike Blumenthal: blumenthals.com/blog
  23. 23. 2424 WEBSITE BRAND LOCATION Authorship Walking AND chewing gum! © SEOmoz, Inc. 2014
  24. 24. 2525 BRAND LOCATION Google Places / Google+ Local …only part of the equation. Source: Google Patent Application 60658214 “Generating Structured Information” places.google.com © SEOmoz, Inc. 2014
  25. 25. 2626 What this: really looks like…
  26. 26. 2727 Between 20-40% of this is wrong. You can manage listings on each site individually. Vendors make it easier.
  27. 27. 2828 …but what about your Zees? WEBSITE BRAND LOCATION Zor fundamentals • Closer to the customer • Community relationships • More nimble © SEOmoz, Inc. 2014
  28. 28. 2929 Local search fundamentals for Zees Links + Referrals Social Media Customer Reviews LOCATION CUSTOMER COMMUNITY © SEOmoz, Inc. 2014
  29. 29. 3030 LOCATION COMMUNITY • Links are still a very important piece of the algorithm • Should come naturally from community involvement © SEOmoz, Inc. 2014
  30. 30. 3131 LOCATION CUSTOMER Why does Google like reviews? • SEARCHERS like reviews • Good indicator of a business’s popularity • Not dependent on a website • (Reasonably) difficult to game © SEOmoz, Inc. 2014
  31. 31. 3232 Streamline the review process for your Zees User Visits Site Navigates to business page Signs up for account Completes Profile Receives confirmation email Confirms account Typical Review Process Leaves Review Better Review Process User Visits Business Page Directly Leaves Review Logs in with existing account © SEOmoz, Inc. 2014
  32. 32. 3333 YESNO Send direct link(s) to local profile(s) Send direct link to Google+ Local page Streamlined review process: Email segmentation Industry-relevant site(s) that accept Facebook logins © SEOmoz, Inc. 2014
  33. 33. 3434 CUSTOMER COMMUNITY • Get involved in community events – not only online, but offline Much more likely to build recognition and loyalty on social media © SEOmoz, Inc. 2014
  34. 34. 3535 Recap Zor Strengths • Strong website potential • Brand name • Full-time marketing and IT/Engineering departments WEBSITE BRAND LOCATION LOCATION CUSTOMER COMMUNITY Franchise Locator Publisher/ Authorship Location Data Review Program Social Media Links + Referrals Zee Strengths • Community relationships • Closer to the customer • More nimble © SEOmoz, Inc. 2014
  35. 35. Q&A David Mihm @davidmihm Director of Local Search Strategy MOZ Local davidm@moz.com Jeremy Laduque @jeremyladuque CFE, SVP of Franchise & Large Dealer Networks Bridgeline Digital jladuque@Bridgeline.com
  36. 36. Thank You for joining the Webinar! Follow us on twitter: @bridgeline Visit us at: www.bridgelinedigital.com

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