Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Think Locally, Act Globally: Local Search Strategy for Enterprise Brands

71 views

Published on

Whether a Fortune 500 company with thousands of locations or a brand without physical storefronts who needs to apply local love to city pages, learn how to overcome corporate obstacles to scale up locally. View the slides from my MozCon Local 2017 talk here.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Think Locally, Act Globally: Local Search Strategy for Enterprise Brands

  1. 1. Welcome to
  2. 2. Think Locally, Act Globally Heather Physioc Director of Organic Search at VML @HeatherPhysioc
  3. 3. ThinkLocally. ActGlobally. L O C A L S E A R C H S T R A T E G Y F O R E N T E R P R I S E B R A N D S kansas city
  4. 4. HEATHERPHYSIOC D I R E C T O R O F O R G A N I C S E A R C H @HeatherPhysioc @VML #MozCon
  5. 5. bogotáLocalSearchMatters F O R E V E R Y B R A N D @HeatherPhysioc @VML #MozCon
  6. 6. Coffee, please. Кава, будь ласка ‫يرجى‬ ،‫القهوة‬ Café por favor. 请给我咖啡 Customers engage with global brands on a local basis. @HeatherPhysioc @VML #MozCon
  7. 7. With or without physical brick- and-mortar locations, local search matters. @HeatherPhysioc @VML #MozCon
  8. 8. amsterdam City&LocationPages F O R E N T E R P R I S E B R A N D S @HeatherPhysioc @VML #MozCon
  9. 9. UNIQUE VALUE Offer unique value for the local visitors. CREDIBILITY Be an authoritative, trusted resource. Do what competitors don’t, won’t or can’t. ADVANTAGEQUALITY Locationisn’teverything. Consistently deliver high quality & accurate info. @HeatherPhysioc @VML #MozCon
  10. 10. Getthebasicsright. @HeatherPhysioc @VML #MozCon UNIQUE VALUE CREDIBILITY ADVANTAGEQUALITY Q U A L I T Y
  11. 11. C C T L D S & U R L S H 1 , H 2 & H 3 T A G S L O C A L C O N T E N T L O C A L M U L T I M E D I A L O C A L C O N T A C T I N F O R E L I A B L E & U S E F U L L O C A L I N F O R M A T I O N S T R U C T U R E D D A T A & F O R M A T T I N G C O N T E N T HighQuality Basics @HeatherPhysioc @VML #MozCon
  12. 12. Setyourselfapartfromthepack. @HeatherPhysioc @VML #MozCon UNIQUE VALUE CREDIBILITY ADVANTAGEQUALITY U N I Q U E V A L U E
  13. 13. L O C A L P R O D U C T S L O C A L R A T I N G S & R E V I E W S L O C A L C I T A T I O N S & P R E S S L O C A L A C C R E D I T A T I O N S Unique LocalValue @HeatherPhysioc @VML #MozCon Comosevioen
  14. 14. Betheauthoritytheycantrust. @HeatherPhysioc @VML #MozCon UNIQUE VALUE CREDIBILITY ADVANTAGEQUALITY C R E D I B I L I T Y
  15. 15. L O C A L F A C E S L O C A L D I A L E C T C U S T O M E R ’ S S T O R Y C O M M U N I T Y ’ S S T O R Y E M P L O Y E E S ’ S T O R I E S B R A N D ’ S S T O R Y Credibility &Authority @HeatherPhysioc @VML #MozCon
  16. 16. Dotheworktobedifferent. @HeatherPhysioc @VML #MozCon UNIQUE VALUE CREDIBILITY ADVANTAGEQUALITY A D V A N T A G E
  17. 17. Dotheworktobedifferent. @HeatherPhysioc @VML #MozCon UNIQUE VALUE CREDIBILITY ADVANTAGEQUALITY A D V A N T A G E
  18. 18. D O T H E L E G W O R K O T H E R S C A N ’ T , W O N ’ T O R D O N ’ T N O B O I L E R P L A T E H A R D T O R E P L I C A T E Competitive Advantage @HeatherPhysioc @VML #MozCon
  19. 19. D O T H E L E G W O R K O T H E R S C A N ’ T , W O N ’ T O R D O N ’ T N O B O I L E R P L A T E H A R D T O R E P L I C A T E Competitive Advantage @HeatherPhysioc @VML #MozCon
  20. 20. Cool.Webuiltanawesomecitypage. Howdoesitscale?
  21. 21. rome@HeatherPhysioc @VML #MozCon ScalingUp F O R M A N Y L O C A T I O N S
  22. 22. R E I D H O F F M A N ENTREPRENEUR AUTHOR VENTURE CAPITALIST ” First-mover advantage doesn't go to the first company that launches. It goes to the first company that scales. “@HeatherPhysioc @VML #MozCon
  23. 23. T O S C A L I N G L O C A L S E A R C H F O R G L O B A L R A N D S 2BIGGESTBARRIERS & BUDGET BUREAUCRACY @HeatherPhysioc @VML #MozCon
  24. 24. gentBureaucracy C U T T I N G T H R O U G H R E D T A P E @HeatherPhysioc @VML #MozCon
  25. 25. continuousdialogue betweenglobal marketingteamandlocal leads multi-wayconversation withoutdictatingpolicy @HeatherPhysioc @VML #MozCon COLLABORATIONCOMMAND & CONTROL avoidscannibalizationand duplicationofeffort helpsbrandsriseto multinationalprominence butatwhatcost?
  26. 26. leadfromthe globalcenter. HUB & SPOKE educateand empower locally. @HeatherPhysioc @VML #MozCon
  27. 27. cuscoBudget D O I N G M O R E W I T H L E S S @HeatherPhysioc @VML #MozCon
  28. 28. @HeatherPhysioc @VML #MozCon
  29. 29. buildthe foundation Identify what information can be aggregated and included for all. AGGREGATION STEP 1 Establish the minimum viable product for all location pages. TEMPLATE @HeatherPhysioc @VML #MozCon
  30. 30. CURRENT SITE TRAFFIC putextraeffort whereitwill havethe biggestimpact POTENTIAL SEARCH TRAFFIC SALES VOLUME BY REGION SALES POTENTIAL Prioritization LARGER BUSINESS GOALS STEP 2 SELECT FEATURES
  31. 31. earnbuy-inand localsupport Demonstrate the tangible benefit of participating in local content. SHOW THE VALUE STEP 3 Give local representation a voice, either with inclusion or autonomy. ENCOURAGE PARTICIPATION @HeatherPhysioc @VML #MozCon
  32. 32. offercontrol& sharethelabor STEP 4 Provide a CMS for local managers to upload local information, images, events, specials and announcements AUTONOMY Create a central queue for approval at the corporate level to ensure it aligns with global strategy. OVERSIGHT @HeatherPhysioc @VML #MozCon
  33. 33. STEP 5 Schedule regular check-ins and automated reminders with the local markets to encourage refreshing content and adding features. REMINDERS & CHECK-INS Ensure consistent access to support from the center and fast response to local needs. ACCESS TO SUPPORT consistent follow-up @HeatherPhysioc @VML #MozCon
  34. 34. cinqueTakeaways H O W T O C A R R Y T H I S F O R W A R D terre@HeatherPhysioc @VML #MozCon
  35. 35. @HeatherPhysioc @VML #MozCon leadfromthecenter educateand empowerlocally
  36. 36. dotheworkothers can’t,won’tordon’t @HeatherPhysioc @VML #MozCon
  37. 37. iterativeapproach, notwaterfall (prioritizefeatures& markets) @HeatherPhysioc @VML #MozCon
  38. 38. Thankyou. kansas city
  39. 39. Thank you Heather Physioc Director of Organic Search at VML @HeatherPhysioc

×