The Secrets of Local Search Marketing

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This is my slide deck from my local search marketing webinar this morning. In it we talk about three big problems, NAP, Citations, and Reviews.

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The Secrets of Local Search Marketing

  1. 1. Local Search<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5. BIGProblems<br />
  6. 6. Big Problems<br />NAP (Name, Address, Phone)<br />Citations<br />Reviews<br />
  7. 7. Name - Address - Phone Number(NAP)<br />
  8. 8. NAP<br />HUGE problem in local<br />Bad to focus on just your Place Page<br />Align all data across all providers and locations<br />
  9. 9. NAP<br />Start with your website<br />Dedicated page for each location<br />Your official address (North vs N.), phone number, and business name<br />Marked up with the proper schema<br />http://schema.org/LocalBusiness<br />
  10. 10. NAP<br />Maps pages are set up and claimed<br />Your official address (North vs. N.), phone number, and business name<br />
  11. 11. NAP<br />Get your data fixed upstream<br />Major Data Providers<br />Infogroup<br />Acxiom<br />Localeze<br />Other Big Players<br />Yellowpages.com<br />Superpages.com<br />Universal Business Listing<br />
  12. 12. NAP<br />
  13. 13. Citation Building<br />
  14. 14. Citations<br />Citations are to Place Pages as links are to web pages<br />External web pages that reference your exact business name, address, and phone number<br />I still don’t get it….<br />
  15. 15. Citations<br />Bathroom renovation in Salt Lake City<br />
  16. 16. Okay… how do I get these?<br />
  17. 17. Citations<br />Used to be easy…<br />
  18. 18. Citations<br />Not anymore…<br />
  19. 19. Citations<br />Start with my favorites….<br />Yelp<br />Judy’s Book<br />Merchant Circle<br />Insider Pages<br />Kudzu<br />City Squares<br />BOTW Local<br />Hot Frog<br />
  20. 20. Citations<br />Competitive research<br />
  21. 21. Citations<br />
  22. 22. Citations<br />Tools<br />http://www.whitespark.ca/local-citation-finder/<br />
  23. 23. Citations<br />
  24. 24. Review Generation<br />
  25. 25. Reviews<br />Reviews are huge<br />Build trust with the engines<br />Build trust with your potential and current customers<br />
  26. 26. How do I go about getting reviews?<br />
  27. 27. Reviews<br />ASK and make it easy!<br />Unless your customers are socially savvy… they probably won’t go online and give you a review<br />
  28. 28. Reviews<br />Ask at point of sale or service<br />“Don’t forget to review our product / service / customer service by visiting…”<br />Print on receipts<br />Provide a separate flyer<br />Verbally ask<br />
  29. 29. Reviews<br />Ask via email<br />First we must build the email list<br />Built in if you are an online shop<br />Much harder if you are a brick-and-mortar store<br />
  30. 30. Reviews<br />Incentivize the opt-in (don’t incentivize review)<br />15% off your next purchase or service<br />Segment your list by type of email account<br />Gmail, Yahoo / Ymail, MSN / Hotmail, All Others<br />Send them to appropriate page to leave review<br />
  31. 31. Reviews<br />Gmail  Google Places Page<br />Yahoo/Ymail Yahoo Local Listing<br />MSN/Hotmail  Bing Local Listing<br />All Others  Take your best guess (Google Places, Yelp)<br />
  32. 32. Reviews<br />Ask via package inserts<br />** works amazingly well if you ship product **<br />
  33. 33. Reviews<br />Ask via site badges<br />Prominently display on your website<br />Examples…<br />
  34. 34. Disclaimer #1: I do not condone the use of copyrighted logos<br />
  35. 35. Disclaimer #2: I am not a graphic designer… These are pretty ugly!!!<br />
  36. 36. Reviews<br />
  37. 37. Conclusion<br />Get your NAP cleaned up and standardized<br />Build citations… as many as you can<br />Get creative to get more reviews<br />
  38. 38. Let’s Answer Some Questions<br />

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