Andy Steuer - MarchEngines - Local Marketing


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Andy Steuer - MarchEngines - Local Marketing

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  • Andy Steuer - MarchEngines - Local Marketing

    1. 1. <ul><li>Local Search: </li></ul><ul><li>Get found by customers in your neighborhood. </li></ul><ul><li>Andy Steuer, CEO and Founder of MerchEngines </li></ul><ul><li> (follow me!) </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    2. 2. <ul><li>Why is local search such a hot topic? </li></ul><ul><li>Anatomy of Google search results </li></ul><ul><ul><li>Increased focus on local </li></ul></ul><ul><li>How Google produces local results </li></ul><ul><ul><li>Website: Content is key </li></ul></ul><ul><ul><li>Google Places: Claim your listing </li></ul></ul><ul><ul><li>Directory Listings: Fuel for engines </li></ul></ul><ul><ul><li>References: Are you being discussed? </li></ul></ul><ul><li>The mobile search factor </li></ul><ul><li>Are you set up for local search? </li></ul><ul><li>Topics to cover today </li></ul>
    3. 3. <ul><li>Local search: </li></ul><ul><li>What ’s all the talk about? </li></ul>
    4. 4. <ul><li>Consumers now turn to web for local info. </li></ul><ul><ul><li>Yellow Pages Association Rebrands as Local Search Association </li></ul></ul><ul><li>20% of online search related to a location. Source: Google </li></ul><ul><li>Mobile growth changing search habits of consumers. </li></ul><ul><li>Google owns 99% of all mobile Searches!! </li></ul><ul><li>Key web brands continue to focus on local. </li></ul><ul><li>Competition will heat up – get in while the getting’s good! </li></ul><ul><li>The web represents affordable options for SMBs. </li></ul><ul><li>The Yellow Pages are getting thinner… </li></ul>Why is local such a hot topic? SEARCH THEN SEARCH NOW Top sources Yellow Pages Google/ mobile Who needs to be online? National Retailers Local Businesses
    5. 5. <ul><li>Big brands continue to focus on local… </li></ul>Why is local such a hot topic? Engines continue to revise results to highlight local content. <ul><li>Google / Facebook Places </li></ul><ul><li>Yellowpages rebrands </li></ul>It ’s getting competitive: as big brands evolve products with a local and SB focus. Search Engines Directory Listings Geo-local/ Check-in Group Buying / Daily Deal
    6. 6. <ul><li>Organic Search (SEO) </li></ul><ul><ul><li>search engines ’ core results </li></ul></ul><ul><li>Paid Search (PPC) </li></ul><ul><ul><li>search engines – paid listings </li></ul></ul><ul><li>Local Search (Mix) </li></ul><ul><ul><li>directory listings, Places, GPS </li></ul></ul><ul><li>Search: Breakdown </li></ul>Search Engines: Result Listings
    7. 7. <ul><li>Non-local Google search results </li></ul>Search Engines: Result Listings PAID ORGANIC PAID
    8. 8. Search Engines: Result Listings <ul><li>Localized Google search results </li></ul>LOCAL ORGANIC LOCAL LOCAL PAID PAID
    9. 9. Search Engines: Result Listings Local search Google results – September 2010. PAID PAID There was plenty of paid search real-estate in September of 2010
    10. 10. Search Engines: Result Listings <ul><li>Local search Google results today. </li></ul>PAID In October 2010, results changed with the launch of “Place Search.“
    11. 11. <ul><li>Factors in local search ranking… according to Google. </li></ul>
    12. 12. <ul><li>Google ’s 3 key signals for local ranking… </li></ul>Factors in Local Search Ranking Physical location <ul><li>RELEVANCE: </li></ul><ul><li>Is your online content relevant to terms queried? </li></ul><ul><li>PROMINENCE: </li></ul><ul><li>Is your brand referenced online? </li></ul><ul><li>DISTANCE: </li></ul><ul><li>Does your physical address match the query? </li></ul>
    13. 13. <ul><li>“ Sushi in Washington Square, Philadelphia” </li></ul>Factors in Local Search Ranking Relevance: Are you a sushi restaurant in Washington Square ? Prominence: Are you a ‘referenced’ brand online? Distance: How close are you Washington Square?
    14. 14. <ul><li>Let ’s explore online content a little further… </li></ul>Factors in Local Search Ranking: Website
    15. 15. Factors in Local Search Ranking: Website <ul><li>Content & keyword use is key to search ranking. </li></ul><ul><li>Link to site from all directory listings </li></ul><ul><li>Don ’t forget about human experience </li></ul><ul><li>Professional, accessible websites are more affordable than ever before. </li></ul>How important is a website? <ul><li>RANKING FACTORS </li></ul><ul><li>Crawable design and navigation </li></ul><ul><li>Localized content </li></ul><ul><li>Keywords reinforced in headers, copy and meta data </li></ul><ul><li>Current, relevant, interactive content </li></ul><ul><li>Domain name </li></ul>
    16. 16. <ul><li>Title Tag: </li></ul><ul><ul><li>Key contributor to ranking </li></ul></ul><ul><ul><li>Matters to humans & engines </li></ul></ul><ul><ul><li>Should be descriptive, keyword-rich & relevant to page content. </li></ul></ul><ul><ul><li>SHOULD be unique for each page </li></ul></ul><ul><li>Meta Description: </li></ul><ul><ul><li>Built for humans and search engines </li></ul></ul><ul><ul><li>Often produces the snippet </li></ul></ul><ul><ul><li>keyword rich, should differ page to page </li></ul></ul><ul><li>Meta Keywords: </li></ul><ul><ul><li>May factor to search queries </li></ul></ul><ul><li>Meta Data & Tags </li></ul>Factors in Local Search Ranking: Website Title Tag Title Tag Title Tag Meta Description Meta Description Meta Keywords
    17. 17. <ul><li>How effective is your website? </li></ul>Factors in Local Search Ranking: Website <ul><li>Would you answer no to any of these questions? </li></ul><ul><li>Do you have a domain? ( or ) </li></ul><ul><li>Is your design & content accessible by search engines? </li></ul><ul><li>Has your site been optimized for search engines? </li></ul><ul><li>Do you have access to update your content? </li></ul><ul><li>Does your website drive business? Calls, foot traffic? </li></ul><ul><li>Are you able to measure and track traffic? </li></ul><ul><li>Does it reflect the quality of your brand or product? </li></ul>
    18. 18. <ul><li>Google Place pages populate location-based results </li></ul><ul><li>Automatically generated by Google – option to verify </li></ul><ul><li>Free and easy for SBs </li></ul><ul><li>Self-manage 24/7 </li></ul><ul><li>Access to statistics </li></ul><ul><li>Particularly valuable for smaller retail businesses </li></ul><ul><li>Now supports service- based businesses </li></ul><ul><li>Google Places – Claim your page. </li></ul>Factors in Local Search Ranking: Google Places
    19. 19. Factors in Local Search Ranking: Google Places Owner verified listing
    20. 20. Factors in Local Search Ranking: Google Places Listing not verified
    21. 21. Factors in Local Search Ranking: Google Places <ul><li>Owner verified listing displays in generic search </li></ul>
    22. 22. Creating Your Google Place: Address Web Info Descript. Category Service/ destination Show Address? Hours
    23. 23. Creating Your Google Place Photos X / 10 Payment Info Videos X / 5 <ul><li>THREE STEPS TO CLAIM YOUR PLACE. </li></ul><ul><li>Get a Google account </li></ul><ul><li>Create & validate your listing </li></ul><ul><li>Manage & change your listing at anytime. </li></ul>
    24. 24. <ul><li>Yes! </li></ul><ul><li>No, not yet. </li></ul><ul><li>No, I don ’t believe I need one. </li></ul><ul><li>I ’m not sure </li></ul><ul><li>Do you have a Google Place Page? </li></ul>Poll Question Check online to see if your listing is verified.
    25. 25. <ul><li>Key contributor to search content </li></ul><ul><li>Many are free to edit/manage </li></ul><ul><li>Ensure keyword consistency </li></ul><ul><li>Target industry-specific directories </li></ul><ul><li>Listings help generate reviews which can impact prominence </li></ul><ul><ul><li>Note: Respond to reviews </li></ul></ul><ul><li>Invest time and patience </li></ul><ul><li>Consider listing management services to save time </li></ul><ul><li>Directory Listing factors… </li></ul>Directory Listings and Local Search Ranking
    26. 26. <ul><li>Group Buying Deals </li></ul><ul><ul><li>Big ‘share’ factor </li></ul></ul><ul><ul><li>Build awareness </li></ul></ul><ul><ul><li>Great for customer acquisition </li></ul></ul><ul><ul><li>$ = sometimes loss </li></ul></ul><ul><li>Social Check-in </li></ul><ul><ul><li>Brand endorsement </li></ul></ul><ul><ul><li>Customer engagement </li></ul></ul><ul><ul><li>Low cost of entry </li></ul></ul><ul><ul><li>Easy participation </li></ul></ul><ul><li>Prominence: Generating Buzz </li></ul><ul><li>Are you being discussed online? </li></ul>Prominence: Build a buzz
    27. 27. <ul><li>Relevance: Are you an appropriate match for that search? </li></ul><ul><ul><li>Factors your business-generated online content </li></ul></ul><ul><ul><li>Meta data and keyword consistency are of particular importance here. </li></ul></ul><ul><li>Prominence: Are you credible ( “cool”) enough to rank? </li></ul><ul><ul><li>Factors general web buzz about your brand and online content </li></ul></ul><ul><ul><li>Considers quantity, quality and authority of links and references </li></ul></ul><ul><li>Distance: What is your proximity to the search location </li></ul><ul><ul><li>Likely factors your physical address, phone number (across multiple references) </li></ul></ul><ul><ul><li>Location-specific keywords within website, Place Page and listings could impact. </li></ul></ul><ul><li>Google ’s Local Search Ranking Factors </li></ul>Ranking Factors
    28. 28. <ul><li>Ideal for some competitive verticals </li></ul><ul><li>Great way to get on Google, fast </li></ul><ul><li>Element of control / scale </li></ul><ul><li>Highly targeted & measurable </li></ul><ul><li>Option to self manage or outsource </li></ul><ul><li>What about paid search? </li></ul>Where does paid search fit? Like organic and local, paid search requires a high quality website or landing page for conversion.
    29. 29. <ul><li>Mobile browsing increasing with Smartphone adoption </li></ul><ul><ul><li>On the PC, 20% means about 2.2 billion queries in the US each month have a local intent. (The number is conservative.) </li></ul></ul><ul><ul><li>The number of monthly local-mobile queries between about 760 million and 960 million </li></ul></ul><ul><ul><li>Google is generating $1B in revenue from mobile Search </li></ul></ul><ul><li>1 in 3 Americans now owns a Smartphone Source: Arbitron </li></ul><ul><li>Option to search via Smartphone browser or via apps for local products or services. </li></ul><ul><li>Mobile shoppers browse to buy (Microsoft) </li></ul><ul><li>Mobile: Changing the face of search </li></ul><ul><li>53% of mobile searches have local intent </li></ul>Mobile is growing Are you paying attention to these distribution channels?
    30. 30. <ul><li>Key browsing elements: </li></ul><ul><li>Quick load & display </li></ul><ul><ul><li>mobile optimized images </li></ul></ul><ul><li>Easy navigation </li></ul><ul><ul><li>abridged version of full site </li></ul></ul><ul><li>Relevant content </li></ul><ul><ul><li>Key info: address, tel. # and product information </li></ul></ul><ul><li>What does your site look like on mobile? </li></ul>Mobile Search
    31. 31. Mobile Website Example Home Hardware vs. Lowes
    32. 32. <ul><li>Measuring Your Success </li></ul><ul><li>You can’t improve if you aren’t measuring. </li></ul><ul><li>Trends, Success, Losses, </li></ul><ul><li>Where to Optimize </li></ul>
    33. 33. Measure Your Performance! Performance Funnel for Leads, visitors and Costs. Phone Calls and Leads from Web Forms in one location 30-day rolling view of website visits from Search Ads.
    34. 34. Organic Traffic Reporting Top Keywords and URL’s. Organic traffic stats at a glance! Traffic source Chart – easy to read and use.
    35. 35. Paid Search Reporting Select your Paid Traffic Source. 30-day view of Paid Traffic Clicks/Visits Paid Traffic Stats.
    36. 36. Track Your Leads Measurable Post Click ROI via Phone Call Tracking View Phone Call Leads and Email Leads from Web Forms Leads come from All Online and Offline Sources.
    37. 37. Connect With Your Leads In Social Networks Listen to each call with ease. Reverse White Pages look up on all phone call leads. See the source of each call (including Social Networks)
    38. 38. <ul><li>Google your website like customer would </li></ul><ul><ul><li>Business location, common keywords </li></ul></ul><ul><li>Review your SEO, page title and snippet display </li></ul><ul><li>Review your domain name strategy </li></ul><ul><li>Claim your Google Place </li></ul><ul><li>Update your listings on </li></ul><ul><ul><li>Yelp, Citysearch, Merchant Circle </li></ul></ul><ul><li>Assess mobile accessibility </li></ul><ul><li>Contact Us For Help: </li></ul><ul><li>Create a plan to maintain your online presence </li></ul><ul><li>Your Actions: </li></ul>Where to Start
    39. 39. <ul><li>Questions? </li></ul><ul><li>Follow me @MerchEngines on Twitter </li></ul><ul><li>Learn more at </li></ul><ul><li>Andy Steuer, CEO and Founder of MerchEngines </li></ul><ul><li>Thank you for your participation! </li></ul>Questions