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MiShop.local BrightonSEO - How brands can leverage local search

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Local Search requires consistent branch level information listed in multiple local listing sites to work effectively.
David Whatley from MiShop.local discusses how brands can use their local distribution network to significantly extend their local search footprint. He also talks about the "NAP Anchor" - where consistent Name Address and Phone Number TOGETHER provide the unique identifier for local search,

MiShop.local have also commissioned their own market research into why people use local search; and have made some interesting discoveries about what people value in a local listing AND how the telephone number can influence whether a customer calls you or not.

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MiShop.local BrightonSEO - How brands can leverage local search

  1. 1. Control your brand in local search
  2. 2. Leveraging addresses for local search How brands can extend their local search presence
  3. 3. LOCAL SEARCH is more ABOUT your ADDRESS than your website!
  4. 4. You don’t need a website for local search You need an address
  5. 5. Distance Relevance Prominence Local Search Drivers Category Address Influenced by Content Customer Reviews LOCAL LISTING SITES On
  6. 6. LOCAL LISTING SITES are not the same as LINK BUIDLING SITES
  7. 7. There are HUNDREDS of LOCAL Listing Sites
  8. 8. Opening Hours Name Address 1 Address 2 Address 3 Phone: 01273 123456 Email: info@yourwebsite.com Business Description Products & Services Vouchers & Promotions www.yourwebsite.com 20% off Shoes Shoes, Training Shoes, Nike Mon – 9.00 to 17.30 Tue - 9.00 to 17.30 Wed - 9.00 to 18.00 Social Media Photos ProjectYourBrand LocalListings
  9. 9. Who lives at this address? The address is fixed BUT everything else can change
  10. 10. Imagine you are a Search Engine trying to ORGANISE information about ONE ADDRESS Each Card represents a local listing site with information about an address.
  11. 11. Name A Address A Phone ♯ A Category A Name A Address A Phone ♯ A Category A Name B Address A Phone ♯ C Category A Name A Address A Phone ♯ A Category A Name A Address A Phone ♯ B Category A Name C Address A Phone ♯ C Category B Name B Address A Phone ♯ C Category B Name C Address A Phone ♯ C Category A Name B Address A Phone ♯ C Category B Name A Address A Phone ♯ B Category A Name B Address A Phone ♯ C Category A Name C Address A Phone ♯ C Category B Name A Address A Phone ♯ A Category A Name C Address A Phone ♯ C Category B Name A Address A Phone ♯ A Category A Name B Address A Phone ♯ C Category A Name A Address A Phone ♯ B Category A Name B Address A Phone ♯ C Category B Search Engines group information around the NAP and Category Each pile of cards represents a group of LOCAL Listing sites that have the same information about an address
  12. 12. Which one is correct? What Search Engines AND Customers SeeWhat YOU Want Name A Address A Phone ♯ A Category A Name B Address A Phone ♯ A Category A Name B Address A Phone ♯ C Category B Name A Address A Phone ♯ B Category A Name C Address A Phone ♯ C Category B Name C Address A Phone ♯ C Category B
  13. 13. The NAP Anchor TM
  14. 14. NAP  NAP  NAP  NAP  NAP  NAP  NAP  The NAP Anchor Search engines “ANCHOR” their PLACE PAGE to NAP details which are matched to Local Listing Sites
  15. 15. This isn’t just about Citations It’s about GOOD HOUSEKEEPING
  16. 16. A physical address is a search asset
  17. 17. Leveraging addresses to promote Brands
  18. 18. Opening Hours Name Address 1 Address 2 Address 3 Phone: 01273 123456 Email: info@yourwebsite.com Business Description Products & Services Vouchers & Promotions www.yourwebsite.com 20% off Shoes Shoes, Training Shoes, Nike Mon – 9.00 to 17.30 Tue - 9.00 to 17.30 Wed - 9.00 to 18.00 Social Media Photos ProjectYourBrand LocalListings Listing Pages can be populated with information about the brands sold at that location
  19. 19. Highlighting brands in local listings gets results
  20. 20. Results
  21. 21. Local Listings Sites Results
  22. 22. Client Landing Page Results
  23. 23. CLIENT Name in Title Results
  24. 24. BRAND Name in Title Results
  25. 25. Brand + Local works when… … people search for a brand rather than a specific product
  26. 26. Brand + Local works when… … people know the brand but not the local retailer or supplier
  27. 27. How can I go local if I don’t have an address?
  28. 28.  PPC  Buy a Physical Address  Buy a Virtual Address  Work with your ‘distributors’ The Options
  29. 29. Working with Distributors Option 1: Embed the brand in their listings
  30. 30. Working with Distributors Option 2: Create separate listings Same Address Name A Phone Number A Name B Phone Number B
  31. 31. Get the address owners’ permission!
  32. 32. Tracking
  33. 33. 0.0% 1.7% 8.3% 10.9% 27.8% 28.0% 40.6% 52.6% 55.1% 66.6% 77.5% Offers / Promotions Videos Streetview Images Description of the business Directions Customer Reviews Opening hours Website link Address Phone number When you look for a local business online, for what information are you mainly looking? ©MiShop.local Ltd. 2013 People using local search are mainly looking for a phone number or address
  34. 34. Local Businesses don’t want ‘Clicks’
  35. 35. They want Footfall and Calls
  36. 36. The telephone number matters Call us! 01273 987498
  37. 37. Click to call! 47% of people are happy to use click to call. ©MiShop.local Ltd. 2013
  38. 38. Which number would you call using your mobile phone? 5.2% 8.7% 8.7% 9.8% 18.7% 28.6% 50.8% 65.8% 79.7% 09 0844 0870 0800 0845 03 02 01 07 Mobile Number 08 Numbers are a barrier to Click to Call ©MiShop.local Ltd. 2013
  39. 39. Thoughts for the day  Local SEO needs consistent NAP details on multiple Local Listing Sites.  Local Listing Sites project your brand  The telephone number really matters
  40. 40. About Us MiShop.local help National Chains, Agencies, Franchises and SMEs control their brand in local search. We set-up and maintain 250 local directories and optimise the top 20 most relevant to your sector AND location with rich branded content.
  41. 41. David Whatley 01273 987498 david.Whatley@mishoplocal.co.uk www.mishoplocal.co.uk

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