OrangeSoda Enterprise - Fizzinar May 09


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Looking for answers to local search marketing for major name marketers on down to small business owners and franchise businesses? Tune in!

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  • OrangeSoda Enterprise - Fizzinar May 09

    1. 1. May ‘09 Fizzinar Local Search for National Brands Michael Boland Sr. Analyst, The Kelsey Group [email_address] Alex McArthur VP Search, OrangeSoda [email_address] David Mihm Director & COO, Your Moderator: Jeff Molander @jeffreymolander Talk Back! @fizzinar
    2. 2. Helping You G.S.D. Jeff Molander
    3. 3. Local Search: Where are We? Michael Boland Analyst The Kelsey Group
    4. 4. Local Search: A Few Premises <ul><li>Local Search used to be relatively simple: Newspapers, Yellow Pages, Television, Radio </li></ul><ul><li>Lowered barriers to online advertising has created more choice for advertisers (and for users) </li></ul><ul><li>At what cost? Fragmentation for advertisers (and for users) </li></ul><ul><li>Local search has broadened beyond just looking for a phone number: encompasses a larger part of the purchase funnel. </li></ul><ul><li>Google has become the front door to the web: Local is no exception </li></ul>
    5. 5. Google’s10-Pack: Happy Birthday
    6. 6. 10-Pack: The New Rules <ul><li>“ Above the fold” real estate dominated by Google Maps </li></ul><ul><li>Underscored by Google’s dominance: 63 % search share in the U.S. </li></ul><ul><li>Geo modifiers are used in less than 10 % of searches </li></ul><ul><li>This will change as: </li></ul><ul><ul><li>Users get more sophisticated with search behavior </li></ul></ul><ul><ul><li>Google gets better at recognizing local intent </li></ul></ul>
    7. 7. The Semantics of Local Search <ul><li>Searches getting more granular. </li></ul><ul><ul><li>Car  “Shelby GT 350 Mustang, Boston Ma” </li></ul></ul><ul><ul><li>Plumber  “Leaky faucet, San Francisco” </li></ul></ul><ul><ul><li>Television  “Sony Bravia KDL 52V4100” </li></ul></ul><ul><li>Example: Product search -- what’s in stock, right now . </li></ul><ul><li>95 + percent of U.S. retail activity happens offline; increased product research happens online (ROBO) </li></ul><ul><li>Segue to David… Get your data right, and in the right places… </li></ul>
    8. 8. Thank you [email_address]
    9. 9. Local Search Opportunities + Strategies <ul><li>OrangeSoda Fizzinar </li></ul><ul><li>May 12, 2009 </li></ul>
    10. 10. The OLD Local Search <ul><li>Organic search results for location-specific queries </li></ul><ul><li>Local SEO was the same as traditional SEO, just geo-focused </li></ul><ul><li>These were the default listings for ALL searches on Google and Yahoo until... </li></ul>
    11. 11. The NEW Local Search <ul><li>...January 2008, when the following kinds of results were reported with increasing frequency </li></ul><ul><li>With local intent, Universal Search = the “10-pack” </li></ul><ul><li>Shows up for geo-targeted queries and more! </li></ul>
    12. 12. The NEW Local Search <ul><li>10-pack results are driven primarily by the algorithm (separate from </li></ul><ul><li> and operate with a similar set of principles </li></ul>
    13. 13. The NEW Local Search <ul><li>What you need to show up in Google Maps: a physical location </li></ul><ul><li>What you don’t need to show up in Google Maps: a website </li></ul><ul><li>This has leveled the playing field for moms and pops. </li></ul>
    14. 14. Where Does Google’s Maps/Local Data Come from? <ul><li>The Google Local Business Center (left) </li></ul><ul><li>Third-Party Data Providers </li></ul><ul><li>Web Crawling </li></ul>
    15. 15. Claiming Your Google Maps Listings <ul><ul><li>https:// /local/add/ </li></ul></ul><ul><ul><li>Google needs to be able to trust your they are displaying correct information about a particular business location! </li></ul></ul><ul><ul><li>The #1 way to signal trust is to verify with them. </li></ul></ul>
    16. 16. <ul><li>Manual Claiming Is Essential. </li></ul><ul><ul><li>Google doesn’t trust bulk uploads due to spam vulnerability. </li></ul></ul><ul><li>“ Listings that have been submitted through the bulk upload process may have the Unverified Listing label... we recommend that you manually verify your listings .” </li></ul>Claiming Your Google Maps Listings
    17. 17. <ul><li>Top four ranking factors also related to claiming your listing at the LBC: </li></ul>Claiming Your Google Maps Listings <ul><ul><li>General importance claiming Local Business Listing </li></ul></ul><ul><ul><li>LBL address in city of search </li></ul></ul><ul><ul><li>Proper Categorization of LBL </li></ul></ul><ul><ul><li>Product / service KWs in LBL title </li></ul></ul>
    18. 18. Beyond the LBC: Citations + Web References <ul><li>Beyond the LBC, where else does Google Maps get its data? </li></ul><ul><ul><li>Third-party data feeds </li></ul></ul><ul><ul><li>Web crawling </li></ul></ul><ul><li>Some are found on the “Web Pages” tab of your Local Business Listing </li></ul><ul><ul><li>Google is probably not showing all of the ones they know about </li></ul></ul>
    19. 19. Beyond the LBC: Citations + Web References <ul><li>What are “Citations”? </li></ul><ul><li>Mentions of a business name in close proximity to either address, phone number, or both </li></ul><ul><li>May or may not be accompanied by a link to your website. </li></ul><ul><li>Come from Data Providers AND Web Crawl </li></ul>“ Citation is the new link”
    20. 20. Beyond the LBC: Citations + Web References <ul><li>Why are citations important? </li></ul><ul><ul><li>The more times Google sees a business name & contact info together, the more confidence they have in that listing </li></ul></ul><ul><ul><li>Important to make sure that listing data (business title, address, and phone) is consistent across all platforms </li></ul></ul>
    21. 21. <ul><li>At a minimum, it’s a good idea to submit your business data to the following places: </li></ul><ul><ul><li>infoUSA </li></ul></ul><ul><ul><li>Localeze </li></ul></ul><ul><ul><li> </li></ul></ul>Beyond the LBC: Third-Party Data Providers Yahoo InsiderPages BOTW Local Yelp
    22. 22. <ul><li>Results from many of these providers often show up in geo-targeted organic results as well: </li></ul>Beyond the LBC: Third-Party Data Providers
    23. 23. Get in touch with questions David Mihm (503) 560-2755 [email_address] /blog/
    24. 24. Local Search for National Brands Alex McArthur
    25. 25. Big Fish and Little Fish Too many big brands are afraid
    26. 26. Here’s Why
    27. 27. The Norm It’s really not that scary.
    28. 28. What Happens Now - Concerns I already do SEO! Local search is a whole new ball game. Who is responsible? Duplicate listings created by corporate and store manager. No listing updates. Where do I get started?
    29. 29. What Should Happen Three Simple Steps <ul><li>Understand WHO is Responsible </li></ul><ul><li>2. Have a Corporate Process </li></ul><ul><li>3. Understand and Implement Best Practices </li></ul>
    30. 30. Step 1 <ul><li>Get organized </li></ul><ul><ul><li>Who is responsible? Corporate, franchise owners, dealers, branches </li></ul></ul><ul><ul><li>Recommendation : Corporate online marketing team should take the lead </li></ul></ul>
    31. 31. Step 2 <ul><li>2) Create a process for your organization </li></ul><ul><li>What happens when you open a new location? </li></ul><ul><li>… when a location closes? </li></ul><ul><li>… when a location moves? </li></ul><ul><li>Requirements : </li></ul><ul><li>Manually claim each listing – Get ready for some fun with postcards or automated phone calls. It makes a difference. </li></ul><ul><li>Tips : </li></ul><ul><li>Use Google’s bulk data file to manage listings. Upload changes as needed. </li></ul><ul><li>Finding and editing an individual listing within the Local Business Center is a nightmare when dealing with large numbers. </li></ul>
    32. 32. Step 3 <ul><li>3) Understand and Implement best practices </li></ul><ul><li>Requirements : </li></ul><ul><li>Have a brick and mortar </li></ul><ul><li>Claim your listing </li></ul><ul><li>Categorize listing </li></ul><ul><li>Use descriptive copy </li></ul><ul><li>Localeze, UBL, InfoUSA, InLocal, *niche directories </li></ul><ul><li>Tips : </li></ul><ul><li>Link to location pages on your website from each listing. </li></ul><ul><li>Include relevant information to the location on corresponding webpage. </li></ul><ul><li>*Barnes & Nobles does an excellent job of this. </li></ul><ul><li>Optimize website location pages </li></ul><ul><li>Include product/service keywords in the title and description of listing </li></ul>
    33. 33. Citation/Reference Sources <ul><li>Citations are the “links” of local search </li></ul><ul><li>Tips : </li></ul><ul><li>Be consistent with information (address, phone number, etc) submitting. </li></ul><ul><li>Find out where competitors are getting citations a be everywhere they are. </li></ul><ul><li>Ex. for dentists </li></ul><ul><li>Consider purchasing premium listings. </li></ul><ul><li>Ex. Yahoo Enhanced Listing, etc. </li></ul><ul><li>Do your own research and stay a step ahead by finding your own citation sources. </li></ul>
    34. 34. Listings + Good Site Practices = Local Love <ul><li>Don’t direct people to your home page! If searchers are finding you via a local listing, they want to BUY from you LOCALLY. </li></ul>Local Address with ability to get directions and phone Local Address with ability to get directions and phone
    35. 35. Make More Profit with Local Search In-store (Local) price: $19.99 Online Price: $13.99 Price difference: 30% Make More Profit with Local Search <ul><li>Twilight </li></ul><ul><li>by Stephenie Meyer </li></ul><ul><li>Hardcover </li></ul><ul><li>ISBN: 0316160172 </li></ul>
    36. 36. Feedback or to request local blog list Alex McArthur [email_address] To learn more about OrangeSoda solution contact: Derek Miner [email_address]
    37. 37. March ‘09 Fizzinar Local Search for National Brands Michael Boland Sr. Analyst, The Kelsey Group [email_address] David Mihm Director & COO, Alex McArthur VP Search, OrangeSoda [email_address] Your Moderator: Jeff Molander @jeffreymolander Talk Back! @fizzinar
    38. 38. OrangeSoda Enterprise offers online marketing for national companies interested in targeting a local market. Contact us today for your free consultation! Toll-free: (866) 643-1830 Email: fizz@orangesoda enterprise .com orangesoda enterprise .com