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#EngagePDX @danaditomaso#EngagePDX @danaditomaso
DANA DITOMASO
OPTIMIZE FOR ENGAGEMENT:
FUTURE-PROOF YOUR LOCAL
SEARCH RAN...
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
Our strategic goal is
engagement.
#EngagePDX @danaditomaso
What tactics result in
measurable engagement?
#EngagePDX @danaditomaso
Strong engagement results
in strong business.
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What does Google know
about engagement?
#EngagePDX @danaditomaso
We have a complete
snapshot of your
engagement with the world.
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
Focus your tactics on
moments that lead to
engagement.
#EngagePDX @danaditomaso
Everything we’ll cover is
measurable (in some way).
#EngagePDX @danaditomaso
The knowledge panel is your
engagement health check.
#EngagePDX @danaditomaso
Missing popular times?
Check your timeline.
I was at the hair salon next door.
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What To Monitor
Clicks to website
Number of reviews
Review sources
Busy t...
#EngagePDX @danaditomaso
Is your email newsletter
interesting & consistent?
#EngagePDX @danaditomaso
Are your transactional
emails worth reading?
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What To Monitor
Total list size
Open rate
Click rate
Conversion rate
Comp...
#EngagePDX @danaditomaso
Social signals are pure
engagement.
#EngagePDX @danaditomaso
Pay attention to your
neighbourhood.
#EngagePDX @danaditomaso
Engage people who are
talking about what you do.
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What To Monitor
Activity & engagement
(You vs your competitors)
New menti...
#EngagePDX @danaditomaso
#EngagePDX @danaditomaso
Use a review management
system.
#EngagePDX @danaditomaso
Spread your reviews around.
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What To Monitor
Overall rating
Rating by site
Total number of reviews
Rev...
#EngagePDX @danaditomaso
#EngagePDX @danaditomaso
How do you confirm
appointments?
#EngagePDX @danaditomaso
How else can your space
be used?
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What To Monitor
Appointments & events added
to calendars
Driving directio...
#EngagePDX @danaditomaso
#EngagePDX @danaditomaso
Phone calls are decreasing.
#EngagePDX @danaditomaso
Will call tracking be a
barrier?
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What To Monitor
Phone calls
Text messages
Call tracking usage
#EngagePDX @danaditomaso
#EngagePDX @danaditomaso
Put a link on your contact
page.
#EngagePDX @danaditomaso
Put a link in your footer.
#EngagePDX @danaditomaso
Put a link in your
confirmation emails.
#EngagePDX @danaditomaso
Put a link...
(you get the idea)
#EngagePDX @danaditomaso
Create a custom link you
can track.
(kickpoint.ca/driving/)
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What To Monitor
Driving direction visits
#EngagePDX @danaditomaso
#EngagePDX @danaditomaso
The strongest signal is when
you’re chosen.
#EngagePDX @danaditomaso
Make the right impression
for your market.
#EngagePDX @danaditomaso
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
What To Monitor
Organic traffic
Clicks from Knowledge Panel
Conversion ra...
#EngagePDX @danaditomaso
#EngagePDX @danaditomaso
Grab the list of metrics:
kickpoint.ca/engagepdx2017
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
Can engagement beat
proximity?
#EngagePDX @danaditomaso
#EngagePDX @danaditomaso#EngagePDX @danaditomaso
KICKPOINT.CA/ENGAGEPDX2017
THANK YOU!
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
Optimize for Engagement: Future-Proof Your Local Search Rankings
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Optimize for Engagement: Future-Proof Your Local Search Rankings

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It’s getting harder and harder to rank in local search results – more businesses than ever have basic citations covered, no one is handing out free links, and social media is just downright noisy. What’s a business to do?Dana will show how to build a marketing strategy by planning your tactics around that signal, and how to show Google that you’re a thriving business that deserves those great rankings.

Presented at Engage PDX, March 9 2017.

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Optimize for Engagement: Future-Proof Your Local Search Rankings

  1. 1. #EngagePDX @danaditomaso#EngagePDX @danaditomaso DANA DITOMASO OPTIMIZE FOR ENGAGEMENT: FUTURE-PROOF YOUR LOCAL SEARCH RANKINGS
  2. 2. #EngagePDX @danaditomaso#EngagePDX @danaditomaso Our strategic goal is engagement.
  3. 3. #EngagePDX @danaditomaso What tactics result in measurable engagement?
  4. 4. #EngagePDX @danaditomaso Strong engagement results in strong business.
  5. 5. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What does Google know about engagement?
  6. 6. #EngagePDX @danaditomaso We have a complete snapshot of your engagement with the world.
  7. 7. #EngagePDX @danaditomaso#EngagePDX @danaditomaso Focus your tactics on moments that lead to engagement.
  8. 8. #EngagePDX @danaditomaso Everything we’ll cover is measurable (in some way).
  9. 9. #EngagePDX @danaditomaso The knowledge panel is your engagement health check.
  10. 10. #EngagePDX @danaditomaso Missing popular times? Check your timeline.
  11. 11. I was at the hair salon next door.
  12. 12. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What To Monitor Clicks to website Number of reviews Review sources Busy times Overall completeness
  13. 13. #EngagePDX @danaditomaso Is your email newsletter interesting & consistent?
  14. 14. #EngagePDX @danaditomaso Are your transactional emails worth reading?
  15. 15. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What To Monitor Total list size Open rate Click rate Conversion rate Compare full list vs Gmail only
  16. 16. #EngagePDX @danaditomaso Social signals are pure engagement.
  17. 17. #EngagePDX @danaditomaso Pay attention to your neighbourhood.
  18. 18. #EngagePDX @danaditomaso Engage people who are talking about what you do.
  19. 19. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What To Monitor Activity & engagement (You vs your competitors) New mentions Click rate Conversion rate
  20. 20. #EngagePDX @danaditomaso
  21. 21. #EngagePDX @danaditomaso Use a review management system.
  22. 22. #EngagePDX @danaditomaso Spread your reviews around.
  23. 23. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What To Monitor Overall rating Rating by site Total number of reviews Review distribution
  24. 24. #EngagePDX @danaditomaso
  25. 25. #EngagePDX @danaditomaso How do you confirm appointments?
  26. 26. #EngagePDX @danaditomaso How else can your space be used?
  27. 27. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What To Monitor Appointments & events added to calendars Driving direction visits
  28. 28. #EngagePDX @danaditomaso
  29. 29. #EngagePDX @danaditomaso Phone calls are decreasing.
  30. 30. #EngagePDX @danaditomaso Will call tracking be a barrier?
  31. 31. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What To Monitor Phone calls Text messages Call tracking usage
  32. 32. #EngagePDX @danaditomaso
  33. 33. #EngagePDX @danaditomaso Put a link on your contact page.
  34. 34. #EngagePDX @danaditomaso Put a link in your footer.
  35. 35. #EngagePDX @danaditomaso Put a link in your confirmation emails.
  36. 36. #EngagePDX @danaditomaso Put a link... (you get the idea)
  37. 37. #EngagePDX @danaditomaso Create a custom link you can track. (kickpoint.ca/driving/)
  38. 38. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What To Monitor Driving direction visits
  39. 39. #EngagePDX @danaditomaso
  40. 40. #EngagePDX @danaditomaso The strongest signal is when you’re chosen.
  41. 41. #EngagePDX @danaditomaso Make the right impression for your market.
  42. 42. #EngagePDX @danaditomaso
  43. 43. #EngagePDX @danaditomaso#EngagePDX @danaditomaso What To Monitor Organic traffic Clicks from Knowledge Panel Conversion rate
  44. 44. #EngagePDX @danaditomaso
  45. 45. #EngagePDX @danaditomaso Grab the list of metrics: kickpoint.ca/engagepdx2017
  46. 46. #EngagePDX @danaditomaso#EngagePDX @danaditomaso Can engagement beat proximity?
  47. 47. #EngagePDX @danaditomaso
  48. 48. #EngagePDX @danaditomaso#EngagePDX @danaditomaso KICKPOINT.CA/ENGAGEPDX2017 THANK YOU!
  • billbean

    May. 9, 2017
  • hauntedhouse21

    Mar. 17, 2017
  • scottiethomas

    Mar. 16, 2017

It’s getting harder and harder to rank in local search results – more businesses than ever have basic citations covered, no one is handing out free links, and social media is just downright noisy. What’s a business to do?Dana will show how to build a marketing strategy by planning your tactics around that signal, and how to show Google that you’re a thriving business that deserves those great rankings. Presented at Engage PDX, March 9 2017.

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