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Scaling and Controlling Your Brand in Local Search

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The importance of local citation building and local listing optimisation as part of a Local SEO strategy.

A business and brand perspective on why care needs to be taken when doing local SEO.
Lessons learnt, do's and don'ts; whether you are optimising a single location for an SME or hundreds of locations for a national chain.

Read more: http://www.mishoplocal.co.uk

Published in: Internet
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Scaling and Controlling Your Brand in Local Search

  1. 1. Scaling Local Citations and Managing Your Brand in Local Search
  2. 2. LOCAL SEARCH ismore ABOUT yourADDRESS than your website!
  3. 3. You don’t need a website for local searchYou need an address
  4. 4. Local Search Drivers Influenced by On Distance Address LOCALRelevance Categories LISTING ContentProminence SITES Customer Reviews
  5. 5. Local Listing Sitesare not the same asLink Building Sites
  6. 6. There are HUNDREDS of LOCAL Listing Sites
  7. 7. Local Listings Name Address 1 Address 2 Project Your Brand Address 3 Photos Phone: 01273 123456 Email: info@yourwebsite.com www.yourwebsite.com Business Description Social Media Products & Services Shoes, Training Shoes, Nike, Vouchers & Promotions Opening Hours Mon – 9.00 to 17.30 20% off Tue - 9.00 to 17.30 Shoes Wed - 9.00 to 18.00
  8. 8. Who lives at this address? The address is fixed BUTeverything else can change
  9. 9. Imagine you are a Search Engine trying toORGANISE information about an ADDRESS
  10. 10. Which one is correct? What YOU What Search Engines and Want Customers See
  11. 11. Local Listing OptimisationIncreases your local search footprint
  12. 12. Results 1st.GooglePlaces
  13. 13. Results Local Listing SitesAppearin Local SearchResults
  14. 14. Results ClientListed on Landing Page
  15. 15. Results Client NameDisplayedin Listing Title
  16. 16. A physicaladdress is asearch asset
  17. 17. Scaling Local Listing Optimisation
  18. 18. Scaling: The 7 Cs 1. Clean N.A.P 2. Content Prep. 3. Claim 4. Communicate 5. Co-ordinate 6. Control 7. Continue (Maintain)
  19. 19. 1. Clean N.A.P
  20. 20. 2. Content Prep.
  21. 21. Keep Content Simple Branch Branch Specific Either Generic Address Name LogoBranch Images Phone Number Product Images Business Descriptions Email Web Links Social Media Links Categories Products & Services Opening HoursThe more branch variety – the harder to maintain
  22. 22. Business DescriptionSpace varies by listing site. 1000 800 1500 Characters 350 500 200 Use the space!
  23. 23.  Listing sites use different sized logos Incorrectly sized logos can be distorted
  24. 24. Too Small
  25. 25. Too Big
  26. 26. Stretched
  27. 27. Squashed
  28. 28. Cropped
  29. 29. Blurred
  30. 30. Pixelated
  31. 31. Annoying
  32. 32. Categories Fashion Shop Or Uniform Supplier?
  33. 33. Categories Must beCorrect &Consistent
  34. 34. 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ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 3 Manager Address Line 4 Address Line 4 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 4 Manager Address Line 5 Address Line 5 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 5 Manager Address Line 6 Address Line 6 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 6 Manager Address Line 7 Address Line 7 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 7 Manager Address Line 8 Address Line 8 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 8 Manager Address Line 9 Address Line 9 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna 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amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 15 Manager Address Line 16 Address Line 16 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum 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aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 17 Manager Address Line 18 Address Line 18 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur 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ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 19 Manager Address Line 20 Address Line 20 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 20 Manager Address Line 21 Address Line 21 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. consectetur adipisicing elit, sed do consectetur adipisicing elit, consectetur adipisicing elit, sed consectetur adipisicing elit, sed do consectetur adipisicing elit, sed consectetur adipisicing elit, sed do eiusmod tempor incididunt ut sed do eiusmod tempor do eiusmod tempor incididunt eiusmod tempor incididunt ut do eiusmod tempor incididunt ut eiusmod tempor incididunt utBranch 21 Manager Address Line 22 Address Line 22 Town County BN1 2GN 01273 987498 info@email.com labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. incididunt ut laboresit amet, Lorem ipsum dolor et dolore ut labore et dolore magna Lorem ipsum dolor sit amet, labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua. labore ipsum dolor sit amet, Ut Lorem et dolore magna aliqua.
  35. 35. ApproveContent and NAP before starting work
  36. 36. 3. Claim Your Place
  37. 37. Claim Sites Relevant to YourSector and Location

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