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Will Scott, SMX East: Why Online Marketers are Rethinking Yelp

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In this presentation I highlight some of the apparent ranking factors for Google Maps and their dependence on Yelp and other data sources.

This was my presentation for SMX East "Is Siri a Google Killer. I presented with Andrew Shotland, Bill Slawski and Bryson Meunier.

I learned as much from the session as I gave.

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Will Scott, SMX East: Why Online Marketers are Rethinking Yelp

  1. 1. Why Online Marketers are Rethinking Yelp Will Scott @w2scott CEO Search Influence SMX East 2012 @w2scott © Search Influence, LLC 2012
  2. 2. About MeWill Scott• Working Online since 1994• Promoting Sites since 2001Search Influence• 45 Full-Time employees• > 60 Contract writers• Largest Online Marketing Firm on Gulf Coast• Nationally recognized in Local Search & Social @w2scott © Search Influence, LLC 2012
  3. 3. @w2scott© Search Influence, LLC 2012
  4. 4. @w2scott© Search Influence, LLC 2012
  5. 5. US Local Search: Mobile Vs.Desktop 113.34 Local Searches (B) 85.88 85.88 77.10 69.20 83.96 61.50 63.74 54.90 45.99 30.70 19.70 2011 2012 2013 2014 2015 2016  In 2015, mobile local search volume will surpass desktop search for the first time  By 2016, we expect mobile local search to exceed local desktop search by 27.5 billion queries http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp 5 © 2012 BIA/Kelsey. All Rights Reserved.
  6. 6. Drilling Down on SecondaryActions (SAR) Source: xAD 6 © 2012 BIA/Kelsey. All Rights Reserved.
  7. 7. Used by Permission of GetListed.org @w2scottMore Info on Data: © Search Influence, LLC 2012 http://www.slideshare.net/MattSiltala/siri-and-yelp-optimization-smx-east-2012-local-university
  8. 8. @w2scott© Search Influence, LLC 2012
  9. 9. SO HOW DO YOU RANK? @w2scott © Search Influence, LLC 2012
  10. 10. Pizza, Pizza New York @w2scott © Search Influence, LLC 2012
  11. 11. @w2scott© Search Influence, LLC 2012
  12. 12. @w2scott© Search Influence, LLC 2012
  13. 13. DUI Lawyer @w2scott © Search Influence, LLC 2012
  14. 14. @w2scott© Search Influence, LLC 2012
  15. 15. Dry Cleaner @w2scott © Search Influence, LLC 2012
  16. 16. @w2scott© Search Influence, LLC 2012
  17. 17. CATEGORIES & TAXONOMIES @w2scott © Search Influence, LLC 2012
  18. 18. @w2scott© Search Influence, LLC 2012
  19. 19. Teeth Whitening @w2scott © Search Influence, LLC 2012
  20. 20. @w2scott© Search Influence, LLC 2012
  21. 21. What to Infer?Siri (w/ Yelp) Rankings are a combination of:• Proximity – Neighborhood taxonomies• Ratings• Category – And category taxonomies – And 3rd party categoriesDifferences from Yelp Search:• Yelp is more keyword driven• Yelp Ads @w2scott © Search Influence, LLC 2012
  22. 22. What to Do?• Leverage categories in 3rd party data sources, e.g.: Localeze, InfoUSA, Axciom• Enrich use of keywords in Yelp description• Study the taxonomies of category and location where you are• Do good local SEO• Do Siri specific keyword research• Get reviews! @w2scott © Search Influence, LLC 2012
  23. 23. Keyword Research for Siri• Brainstorm• Think natural language – Best Italian restaurant – Good Chiropractor – (where is, find a, etc.)• Expand your keyword list with categories and taxonomies – Dentist: Periodontist, Cosmetic Dentist, Pediatric Dentist, etc. @w2scott © Search Influence, LLC 2012
  24. 24. Used by Permission of GetListed.org @w2scottMore Info on Data: © Search Influence, LLC 2012 http://www.slideshare.net/MattSiltala/siri-and-yelp-optimization-smx-east-2012-local-university
  25. 25. Will Scott @w2scottCEO Search InfluenceTHANK YOU @w2scott © Search Influence, LLC 2012

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