Tools & Strategies to Create an Airtight Local Search Campaign

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Tools & Strategies to Create an Airtight Local Search Campaign

  1. 1. Local Search Strategy Search Exchange 2010 @DavidKyle
  2. 2. History of Local Search
  3. 3. Yellow Pages are still good for something…
  4. 4. Local Search Campaigns are all about… <ul><li>BLOWING UP THE PHONE! </li></ul><ul><li>Photo courtesy of Gizmodo.com </li></ul>
  5. 5. You can expect calls even if you have a Shopping Cart! <ul><li>A phone call can raise trust level quickly. </li></ul>Photo courtesy of Jayco LLC
  6. 6. CALL TRACKING! <ul><li>I use and recommend: </li></ul><ul><li>Call Recording </li></ul><ul><li>Proxy & Javascript rewrites </li></ul><ul><li>Flexible Programming </li></ul><ul><li>Call Input </li></ul><ul><li>Detailed Reports </li></ul><ul><li>Postback URL works with GA and Omniture </li></ul><ul><li>EXCELLENT Customer Service! </li></ul>
  7. 7. Call Recording <ul><li>Displays Caller ID, time stamp, and campaign information. </li></ul><ul><li>Download in MP3 format </li></ul><ul><li>Saved for a year </li></ul>*** HIPAA and other professional association liability is passed to you!
  8. 8. Proxy & Javascript Rewrites <ul><li>Based on rules set by referrer and/or search query </li></ul><ul><li>Javascript number rewrite is the easiest to setup and use. </li></ul><ul><li>Phone number is rewritten on the fly based on set rules. </li></ul>
  9. 9. Flexible Programming <ul><li>Time of day </li></ul><ul><li># of phones called </li></ul>
  10. 10. Call Input <ul><li>Preset Tags </li></ul><ul><li>Rating 1-10 Scale </li></ul><ul><li>Who took the call? </li></ul><ul><li>Assign a Revenue Value </li></ul><ul><li>Additional Notes </li></ul>
  11. 11. Detailed Reports
  12. 12. More Detailed Reports
  13. 13. Tracking numbers can cause a negative effect on ranking in Google Maps. You should use a consistent number for business listings on sites like Yelp, BOTW, etc.
  14. 14. The State of Google Maps CHAOS!!!
  15. 15. For many verticals Map Listings are the new #1
  16. 16. Ranking Factors <ul><li>Read David Mihm’s Report </li></ul><ul><li>http://www.davidmihm.com/local-search-ranking-factors.shtml </li></ul><ul><li>Last updated May 2009 </li></ul>
  17. 17. Number of Reviews Devalued
  18. 18. Powerful Factor Nobody Talks About
  19. 19. The Future of Maps Ranking <ul><li>Focus on getting quality signals that confirm the phone number and address of your business. </li></ul><ul><li>I believe location based Social Media will be a big part of that. </li></ul><ul><li>i.e. Foursquare, Gowalla </li></ul>
  20. 20. Using Adwords Ad Extensions <ul><li>Location Extensions </li></ul><ul><li>Phone Extensions </li></ul>
  21. 21. Location Extension
  22. 22. Phone Extension Photo courtesy of RetailMarketingBlog.com
  23. 23. Recommended Follow/Blogs <ul><li>Mike Blumenthal @mblumenthal http://www.blumenthals.com/blog </li></ul><ul><li>Mike Ramsey @niftymarketing http://niftymarketing.com </li></ul><ul><li>Matt McGee @mattmcgee http://www.smallbusinesssem.com </li></ul>
  24. 24. THANKS!

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