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Why local search should be part of your e-commerce strategy

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David Whatley of MiShop.local outlines:
- Why local search is the bridge between the high-street and your website.
- How brands can leverage their off-line presence to drive e-commerce traffic
- Why local search traffic is different
- What makes a good local store landing page

Published in: Marketing
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Why local search should be part of your e-commerce strategy

  1. 1. @mishoplocal www.mishoplocal.co.uk control your brand in local search David Whatley @mishoplocal Why local search should be part of your e-commerce strategy
  2. 2. @mishoplocal www.mishoplocal.co.uk David Whatley Founder & Managing Director MiShop.local Ltd.  In Local SEO & LLO since 2010  Consultant since 2000
  3. 3. @mishoplocal www.mishoplocal.co.uk What are we going to look at? 1. Why local search is the bridge between the high-street and your website 2. How brands can leverage their off-line presence to drive e-commerce traffic 3. Why local search traffic is different 4. What makes a good local store landing page
  4. 4. @mishoplocal www.mishoplocal.co.uk What do we mean by Local Search? Local 3 Stack When people search for “Product” or “Service” + “Location” You need a physical address to appear in local search
  5. 5. @mishoplocal www.mishoplocal.co.uk What do we mean by Local Search? You need a physical address to appear in local search
  6. 6. @mishoplocal www.mishoplocal.co.uk LOCAL organic search is dependent on: Google My Business AND Local Listing Sites 1. Consistent NAP* 2. Consistent Categories 3. Rich Content** 4. Customer Reviews 5. Links to location specific web-pages ON * NAP - Name, Address and Phone Number ** Content - Business description, photos, logo, videos, key words, etc,
  7. 7. @mishoplocal www.mishoplocal.co.uk Website High Street Local search is a bridge between the high-street and your website.
  8. 8. @mishoplocal www.mishoplocal.co.uk WebsiteClicks High Street Bricks Or the bridge between bricks and clicks...
  9. 9. @mishoplocal www.mishoplocal.co.uk Location is a HUGE search filter KEYWORDS LOCATION RESULTS
  10. 10. @mishoplocal www.mishoplocal.co.uk e-commerce sites compete nationally Competitor Your e-commerce Site
  11. 11. @mishoplocal www.mishoplocal.co.uk Retail shops compete locally…….. @mishoplocal www.mishoplocal.co.uk
  12. 12. @mishoplocal www.mishoplocal.co.uk which means reduced online competition Competitor e-commerce site Your e-commerce Site Competitor e-commerce Site @mishoplocal www.mishoplocal.co.uk
  13. 13. @mishoplocal www.mishoplocal.co.uk A high-street presence is a strategic asset in search
  14. 14. @mishoplocal www.mishoplocal.co.uk Local retailers will outperform web only retailers in local search
  15. 15. @mishoplocal www.mishoplocal.co.uk Leverage your local presence to drive more traffic to your website Location A Location B
  16. 16. @mishoplocal www.mishoplocal.co.uk What do people search for locally? (Understanding the local customer journey).
  17. 17. @mishoplocal www.mishoplocal.co.uk People searching for a local retailer are typically looking for:  Opening Time  Directions  A number to call  Store information  A website
  18. 18. @mishoplocal www.mishoplocal.co.uk Local search is a bridge between the high-street and your website. Brand Store Local Search Result Click to call Click for directions Click to website Brand Website
  19. 19. @mishoplocal www.mishoplocal.co.uk Store A local search results should point to a locally optimised store page: Store A Store B Store C Store n Brand Website Local Search Result
  20. 20. @mishoplocal www.mishoplocal.co.uk Store A Store pages should be locally optimised: Brand Website Store C Store n Store A Address Phone Number Opening Times Location Specific Content Local Search Result
  21. 21. @mishoplocal www.mishoplocal.co.uk Store pages are often neglected or side-lined in e-commerce website. YET Local search can raise awareness of your e-commerce services
  22. 22. @mishoplocal www.mishoplocal.co.uk They should be: • Informative • Inviting • Inspiring
  23. 23. @mishoplocal www.mishoplocal.co.uk Linking to an un-optimised store page is like asking a customer to enter your shop by the back door!
  24. 24. @mishoplocal www.mishoplocal.co.uk  local search results not linking to local store pages  Store pages not optimised for local or mobile  Very basic store information  No Call-to-Action  No Click-to-Call  No visible link to e-commerce services Common issues with local landing pages:
  25. 25. @mishoplocal www.mishoplocal.co.uk The primary objective of local search is to find local information not necessarily to transact online…. HOWEVER, Local search can raise awareness of your e-commerce services or even convert to a transaction. Local customers aren’t necessarily e-commerce customers (YET)!
  26. 26. @mishoplocal www.mishoplocal.co.uk A good local search experience We like Schuh
  27. 27. @mishoplocal www.mishoplocal.co.uk NAP in microformat and consistent with local listingsLocation Specific Landing Page Location specific content in schema Suggest Adding Click to Collect (for relevant stores) CHECK IN-STORE STOCK Location specific Stock Check Clear store page naming A good local store page Opening Times
  28. 28. @mishoplocal www.mishoplocal.co.uk A good local mobile site
  29. 29. @mishoplocal www.mishoplocal.co.uk A lost opportunity to show off e-commerce & click-to-collect facilities
  30. 30. @mishoplocal www.mishoplocal.co.uk Debenhams’ e-commerce site does have a store finder, but:  Local search results don’t point to it  There are no store page to link to. Make sure you can link to store pages in your e-commerce site
  31. 31. @mishoplocal www.mishoplocal.co.uk Good local content but not mobile optimised Yet Pets At Home does have a good mobile site and store finder. Check your linking to a mobile friendly store page
  32. 32. @mishoplocal www.mishoplocal.co.uk Don’t make it difficult for customers to find store information
  33. 33. @mishoplocal www.mishoplocal.co.uk Does it need to be so difficult to find store information? Different Site Keep looking!!
  34. 34. @mishoplocal www.mishoplocal.co.uk No store information (at all) Provide the information that local searchers are looking for No Opening Times No Branding No Ownership
  35. 35. @mishoplocal www.mishoplocal.co.uk Leveraging an addresses for local search
  36. 36. @mishoplocal www.mishoplocal.co.uk  Retail  Concessions  Offices / Depot  Service Area Business There are four types of business address You go to them They come to you You might go to them
  37. 37. @mishoplocal www.mishoplocal.co.uk Retail Stores Should be listed with a unique NAP NAP & URL listing convention Name Store X Address 1 High Street A Town SW1 1AB Phone Number 01273 123456 URL www.storex.com/branchx Store X
  38. 38. @mishoplocal www.mishoplocal.co.uk Store X BA DC Retail Store X Concession Brands Brand A Brand B Brand C Brand D Concession Brands Should be listed with unique NAPs
  39. 39. @mishoplocal www.mishoplocal.co.uk URL www.storex.com/ branchx www.branda.com /branchx www.brandb.com /branchx www.brandc.com /branchx www.brandd.com /branchx Address 1 High Street A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB Name Store X Brand A Brand B Brand C Brand D Phone Number 01273 123456 01273 456789 01273 232323 01273 454545 01273 787878 Concession brands must have unique NAP listings Name Store X Brand A Brand B Brand C Brand D Address 1 High Street A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB 1 High Street Store X A Town SW1 1AB Phone Number 01273 123456 01273 456789 01273 232323 01273 454545 01273 787878 URL www.storex.com/ branchx www.branda.com /branchx www.brandb.com /branchx www.brandc.com /branchx www.brandd.com /branchx 1 Store + 4 Concessions = 5 Different NAP & URL Listings Same Address Different Names Different Phone Number Different URL 1 2 3 4 5NAP Same Address Different Names Different Phone Number Different URL Name Address Phone Number URL
  40. 40. @mishoplocal www.mishoplocal.co.uk Summary:  Local search is a bridge between the high street and your website  A physical address is a strategic asset in online search  NAP details must be listed consistently & link to the store page  Point customers to the local information they are searching for (first), BUT use the opportunity to raise awareness of your ecommerce services.  Optimise your store pages for local and mobile
  41. 41. @mishoplocal www.mishoplocal.co.uk Local Presence and Reputation Management for Brands david.whatley@mishoplocal.co.uk 01273 987498 www.mishoplocal.co.uk @mishoplocal

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