1. The 4 C’s:
Classification
Customers
Clarity
Content

2. SearchExchange
The 4 C’s:
Classification -Customers
Clarity - Content
Steve Plunkett
Sr. Search Scientist - Rockfish

3. Everyone wants social, no one wants to do it right. Do search and ORM 1st.

4. Classification
B2B or B2C or Both
Products or Service
Brick & Mortar or Ecommerce or Both
Classification: Industry Channels, Keywords, Meta Tags, Private/Public

5. Store Locator Schema Framework
1
Schema:
ItemType: LocalBusiness
ItemType: Postal
Address
2
Schema:
ItemType: LocalBusiness
ItemProp: Photograph
3
Schema:
ItemType: LocalBusiness
ItemProp: Review
1
6
2
4
3
7
4
5
5
Schema:
ItemType: LocalBusiness
ItemProp:
OpeningHours, Descripti
on
Schema:
ItemType: LocalBusiness
ItemProp:
GeoCoordinates, Maps
6
Social Proof:
JS Call: Share Widgets
7
Social Proof:
JS Call: Stream Checkins, comments
Local Classification: Name, Address, Zip Code, Phone#, GPS coordinates

6. Travel Classification: Flights - Airlines must provide data in specific formats

7. Customers
Walk-In Traffic, Lead Gen or Shopping Cart
Location, Support or Price
Distributors – Vendors – Wholesalers
Subscription – Download – API Use

8. Clarity
Analytics – Webmaster Tools
WWW or Mobile
Paid or Organic
Stakeholder Sign Off
Point of Contact – Expectations
Revise or Confirm Project Scope

9. Content
Three C’s x 3
Classify Client’s Content
Create Customer Content
Curate Client’s Customers
Client’s Content can require, images, text and can be just data.

10. Timing is Everything. Don’t Curate Customer Complaints!

11. SearchExchange
The 4 C’s:
Classification -Customers
Clarity - Content
Steve Plunkett
Sr. Search Scientist – Rockfish
@StevePlunkett