Dominating Your Local Competitors, How Residents of DFW Find Businesses Online: DFWSEO September 2013

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A survey was conducted to see what it is that local businesses are looking for online, and how they interact with local business websites and social media. Many of the results and conculsions are presented in this slide deck. For the full report download the whitepaper: http://wrightimc.com/dfw-local-web-usage-study/

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  • Curious how people find local businesses in DFW we setout with a survey of 100 residents chosen at random via the internet. Any figures you see in this presentation have a margin of error of +/- 9.80% with a confidence level of 95% close enough to make general statements about the population under study.
  • 75% of DFW residents look for a local business at least once per week.92% of DFW residents look for a local business at least once per month.
  • 75% of DFW residents look for a local business at least once per week.92% of DFW residents look for a local business at least once per month.
  • 71% of DFW residents looking for a local business end up on the businesses website at least once per week.91.99% of DFW residents looking for a local business end up on the businesses website at least once per month.
  • 71% of DFW residents looking for a local business end up on the businesses website at least once per week.91.99% of DFW residents looking for a local business end up on the businesses website at least once per month.
  • How important are aesthetics, turns out VERY IMPORTANT 77.46% of respondents said they would not be likely to use your business if you website was considered ugly, 7.04% said they absolutely would not use your business if you have an ugly website. 0% said they would use your business despite your website’s appearance.That means that 77.46% of your potential customers MIGHT NOT USE YOUR BUSINESS if your website is not aesthetically appealing.The DFW Combined Statistical Area has a population of 6,817,483. If you do business all across the metro area and your website is not appealing then that means:5,280,822 people are unsure about using your businessAnd 479,950 people are definitely not going to use your businessWhat would you do with 479,000 to 5,000,000 more customers?
  • Some of the responses indicated that this was likely due to a trust issue. Non-aesthetically appealing websites send a signal that you don’t keep things clean or neat, and in terms of restaurants, bars, mechanics, and other service providers that’s the absolute opposite of the signal you want to send.
  • The copyright date on this site is 2005
  • How do people find a local business? The answers might surprise you a little bit. There’s clear bleedover showing that discovering a local business will involve several websites and platforms. Google is the most dominant of them all at the moment, but Facebook appears to be gaining ground. Note: Yelp was accidently left out of the study but still received 4% of votes during write in. Future studies will determine what impact Yelp has.Google Search – 81.43%Facebook Search/Recommendation – 30.00%Local News Website – 28.57%Google Ads – 21.43%Faceboook Ads – 20.00%Twitter – 18.57%Blog Website – 17.14%Yahoo! Search – 15.71%Bing Search – 15.71%Craigslist – 14.29%
  • Facebook search is brand new and still has a ways to go. As this image shows a search for ‘tacos in dallas’ shows mexican restaurants, then ‘tacos’ , then actual taco joints. However, people use facebook to ask for recommendations frequently which helped propel them to the #2 way a new local business is discovered on the internet. Facebook Graph Search has the potential to become a major source of traffic for local businesses in the near future as Facebook steps up their mobile presence and continues working to enter the local search space.Find out if you can optimize for Facebook Graph Search by checking out the Giant List of Facebook Graph Search Queries listed here: http://bit.ly/13vn49g
  • We know that people search a lot, but what is it they want to see when they look for a business? It turns out the #1 thing isn’t a website, but a phone number.
  • The real reason behind this question was to try and understand what it is that search engines like Google want to provide to consumers for a local search query. With that understanding we can attempt to predict what changes might occur.The full list of what a search engine could show in order of importance is:Phone numberWebsite addressPrices of products / servicesLinks to directions from your (current) location (i.e. mobile)Customer ratings of product / serviceOnly businesses in your local areaAbility to click to call the businessLinks to other pages on the businesses websiteImages matching the search Business listings on other websites (i.e. yellow page sites) Videos matching the search Link to a Facebook page Link to a Google+ page Link to a Twitter account Link to an Instagram account Link to a Pinterest accountFrom this we can extrapolate how well search engines are doing in terms of user experience:Google Local – Shows 5 out of the top 6Bing Local – Shows 5 out of the top 6Google Local Carousel – Shows 2 out of the top 6Google Local – Shows 1 out of the bottom 10 (click to call)Bing Local – Shows 1 out of the bottom 10 (click to call)Google Local Carousel – Shows 1 out of the bottom 10 (images related to the search)Totals:Google Local – 6 / 16Google Mixed – 13/16Bing Local – 6 / 16Bing Mixed – 13/16Google Local Carousel – 3 / 16Google Local Carousel Mixed – 9/16Based on this data it’s safe to say that the Local Carousel is a WORSE user experience than current Google Local / Local Pack.
  • Checkins at local businesses are a rare occurrence in the metroplex with 50% of metro residents reporting that they rarely or never check in at a local business and only 2.86% reporting that they do so on a daily basis.
  • The flip side tells a completely different story. It seems that local residents may not use the check in feature very often, but when they do their friends pay close attention. 72.86% reported seeing a friend check in on a social media site and then investigating that company further at least once per month. 24.29% reported doing this on a daily basis.
  • Respondents stated that the following were the most important for a restaurant website, the most visited type of local business website:MenuAddressPrices of each food itemAbility to order onlineSpecialsPictures of each food itemThings respondents found not very important for a restaurant website are in order of least important:Music playing on the websiteVegetarian or vegan optionsBYOBCustom cocktailsFull barEmbedded mapImage from The Oatmeal: http://theoatmeal.com/comics/restaurant_website
  • Now that we know what people are doing and thinking, we can use that to better capture leads and sales.
  • Use different landing pages for each
  • Be careful. If you buy a sponsored post, make sure to have the links nofollowed. Reach out to local bloggers and let them know that you’d be interested in advertising with them if they ever cover a topic close to your area. You’ll be surprised at how low cost the ads might be for you. Perhaps even sponsor a segment of their blog like the food category or something similar.
  • Put your phone number in the meta descriptionClaim all local citations available Optimize Google, Yahoo, Bing local entriesUse Schema.org for your address infoPlace address and phone number on local facing pagesEncourage reviews, maybe even on your own site (I’m looking at you restaurants)That first one is good, especially if you’re in an area that is not getting Google Local and/or just got shoved into Local Carousel. You might be able to pick up phone calls from long tail queries that do not show the carousel. The rest is pretty standard stuff. I’ve listed some tools below to help you out get started.GetListed.org https://getlisted.org/LocalReportTool.com https://www.localreporttool.com/WhiteSpark Citation Finder https://www.whitespark.ca/local-citation-finder/UBL https://www.ubl.org/
  • Claim Foursquare, Facebook, YelpHave a Twitter, Pinterest, InstagramEncourage Check-ins via contests, coupons, etc…Engage with good contentFacebook: Place phone number in your header imageInstagram / Pinterest: if a product provide pricingUse Facebook Open Graph TagsUse Twitter CardsEncourage / Incentivize people to recommend you in social circles
  • Plan on updating website design / layout every 4 yearsUse 99designs.com, Themeforest, microlancer, or other similar sites for low budget new designsUse UserTesting.com once a year to test the UX of your site, find problems that need to be fixed
  • In mobile versions of your site have your phone number clickable at the top of the screenProvide landmarks / directions / mapping ability on your website for each locationMake sure your address / phone number is addd to each locally targeted pageProvide clear calls to action to encourage conversions
  • Dominating Your Local Competitors, How Residents of DFW Find Businesses Online: DFWSEO September 2013

    1. 1. Presentation Title Here Tony Wright CEO & Founder, Wright IMC Dominating Your Local Competitors: How Residents of DFW Find Local Businesses Joe Youngblood Senior Specialist
    2. 2. Survey Says…. http://joeforamerica.com/wp- content/uploads/2013/04/survey-says.jpg
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    15. 15. Blank http://theoatmeal.com/comics/restaurant_website
    16. 16. Using this Data for Domination http://joeforamerica.com/wp- content/uploads/2013/04/survey-says.jpg
    17. 17. Focus on Google & Facebook Ads
    18. 18. Test, test, test, tweak, test, test, test
    19. 19. Advertise on Local Blogs
    20. 20. Dominate in Search • Put your phone number in the meta description • Claim all local citations available • Optimize Google, Yahoo, Bing local entries • Use Schema.org for your address info • Place address and phone number on local facing pages • Encourage reviews, maybe even on your own site (I’m looking at you restaurants)
    21. 21. Dominate in Social • Claim Foursquare, Facebook, Yelp • Have a Twitter, Pinterest, Instagram • Encourage Check-ins via contests, coupons, etc… • Engage with good content • Facebook: Place phone number in your header image • Instagram / Pinterest: if a product provide pricing • Use Facebook Open Graph Tags • Use Twitter Cards • Encourage / Incentivize people to recommend you in social circles
    22. 22. Dominate in Design • Plan on updating website design / layout every 4 years to keep from getting stale • Use 99designs.com, Themeforest, microlancer, or other similar sites for low budget new designs • Use UserTesting.com once a year to test the UX of your site, find problems that need to be fixed* • Use CRO to experiment with new designs and layouts
    23. 23. Dominate on Your Site • In mobile versions of your site have your phone number clickable at the top of the screen • Provide landmarks / directions / mapping ability on your website for each location • Make sure your address / phone number is added to each locally targeted page • Provide clear calls to action to encourage conversions / sales
    24. 24. Download This Whitepaper http://bit.ly/1fR59zq
    25. 25. FIN STAY IN CONTACT more awesomeness to come from the WrightIMC team Twitter: @YoungbloodJoe Blog: WrightIMC.com/blog

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