Taking Control of Your Local Search Results | Sushma Tayur – Marketing Specialist Advisor, FedEx Services
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Join Sushma Tayur, Marketing Specialist Advisor at FedEx Services as she discusses how to her organization manages content on both the local and the organic sections of their site. Learn how you can take control of your local search results and turn these keywords into targeted, precise, and highly effective results.
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Taking Control of Your Local Search Results | Sushma Tayur – Marketing Specialist Advisor, FedEx Services
- 1. FedEx and Local Search Sushma Tayur Marketing Advisor, FedEx Oct 09, 2014
- 2. The four-year evolution of FedEx local 2011 Framework established 2012 Digital retail footprint 2013-2014 Optimization/Testing • Location database maintenance • Published listings across online directories • Built >2k store pages and >30k city pages • Launch local paid search campaigns/increase SEO presence • Test & learn approach influences future investments 2
- 3. 93% of online experiences begin with a search engine What do we need for Local pages to rank well? What was the FedEx approach to creating more awareness locally? • Created 128K branded pages in 100 directories and maintained location and brand accuracy [NAP consistency] • Created over 1 million content pages for FedEx Office locations and Ship Centers to grow online awareness • Optimized keyword specific pages to support non-brand and long tail search[page signals] • Created internal links through optimized page navigation and external links by linking to off -site directories [link signals] 3
- 4. 4 Examples of FedEx local pages city pages store pages
- 5. 5 Example of keyword pages on FedEx local Supports non-brand and long tail search
- 6. 6 Example of efficient campaign management through FedEx local pages
- 7. Building content on the main website for “implicit/ information” search queries and local pages for “explicit” search queries local.fedex.com fedex.com/office Geographic intent FedEx New York Average rank – 1.08 Short tail keywords FedEx passport photos Average rank – 3.83 Long tail keywords How to package a shipment Google can also use the customer’s location to present local results on implicit queries and average rank of local pages is 1.81
- 8. Jun 1, 2012 - Jun 30, 2012 New Visitor Returning Visitor 91% 9% Jun 1, 2014 - Jun 30, 2014 New Visitor Returning Visitor 76% 24% 8 A few stats on the digital retail storefront of FedEx • Over 1 million content pages representing FedEx Office and FedEx Office(R) Ship Center locations • 171% increase in the number of visits to FedEx local pages from June 2012 to September 2014 • 76% new visitors with about 18% bounce rate • Over 76 million page views since June 2012 • Over 28 million users (new and returning) visiting local pages since June 2012 • About 128K inbound links to fedex.com via offline directories optimizing brand position and search rankings
- 9. 9 QUESTIONS?
Editor's Notes
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