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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.

Published in: Marketing
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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!

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