Ideas and Insights from #SFSNYC Sponsors by Gideon Rubin

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The document discusses opportunities in local mobile search marketing. It notes that over 50% of mobile queries have local intent and 90% of users take action as a result. While there are over 22 million businesses in the US, only 25% are visible online, representing a major market opportunity. Key trends driving this opportunity include the rise of smartphones, growing reliance on online reviews, and declining print directory advertising sales. The document recommends tactics for local businesses to capitalize on this opportunity, including enhancing online data, claimed business profiles, and local mobile landing pages.

Gideon Rubin, Chief Marketing Ofﬁcer
Twitter: @gideonrubin
Email: gideon@localmarketlaunch.com

1

Local + Mobile

50%+

of mobile queries
have local intent

90%

take action as
a result
3

Local Mobile Search Market Opportunity

22 million
businesses in the
United States

25%

visible online

4

3 Market Forces

TECHNOLOGICAL

The mobile revolution
and decentralization of
search

SOCIAL

Word-of-mouth has
moved online

ECONOMIC

Death of print "
directory advertising
5

3 Market Forces

TECHNOLOGICAL

SOCIAL

192 Million people
with smartphones in
the U.S. by 2016

76% of consumers
rely on online
reviews before
making a purchase

ECONOMIC

$7.3 billion decline in
print yellow page ad
sales since 2007

6

Tactics in Focus
•  Complete Consistent NAPW + Enhanced Data
•  Local Mobile Landing Page
•  Claimed Business Proﬁles

7

Complete Consistent NAPW + Enhanced Data
BEFORE Data Enhancement

8

Complete Consistent NAPW + Enhanced Data
AFTER Data Enhancement

9

Local Mobile Landing Page

§  Conical URL
§  IP is geo-targeted
§  Local meta data with geotags
§  Location speciﬁc content:
•  Link to social & review sites
•  Location map and directions
•  Local coupons or special offers
•  Responsive design for mobile
devices

10

Importance of Claimed Listings:
Improves rankings on that search engine/directory/social site

12

Importance of Claimed Listings: Visual Appeal

vs.

13

Gideon Rubin - Chief Marketing Ofﬁcer
Linkedin.com/in/gideonrubin
Twitter: @gideonrubin

Facebook.com/LocalMarketLaunch
Twitter: @LocalLaunch
14

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1. Gideon Rubin, Chief Marketing Ofﬁcer Twitter: @gideonrubin Email: gideon@localmarketlaunch.com 1

2. The Local Ad Market 2

3. Local + Mobile 50%+ of mobile queries have local intent 90% take action as a result 3

4. Local Mobile Search Market Opportunity 22 million businesses in the United States 25% visible online 4

5. 3 Market Forces TECHNOLOGICAL The mobile revolution and decentralization of search SOCIAL Word-of-mouth has moved online ECONOMIC Death of print " directory advertising 5

6. 3 Market Forces TECHNOLOGICAL SOCIAL 192 Million people with smartphones in the U.S. by 2016 76% of consumers rely on online reviews before making a purchase ECONOMIC $7.3 billion decline in print yellow page ad sales since 2007 6

7. Tactics in Focus •  Complete Consistent NAPW + Enhanced Data •  Local Mobile Landing Page •  Claimed Business Proﬁles 7

8. Complete Consistent NAPW + Enhanced Data BEFORE Data Enhancement 8

9. Complete Consistent NAPW + Enhanced Data AFTER Data Enhancement 9

10. Local Mobile Landing Page §  Conical URL §  IP is geo-targeted §  Local meta data with geotags §  Location speciﬁc content: •  Link to social & review sites •  Location map and directions •  Local coupons or special offers •  Responsive design for mobile devices 10

11. Claimed Business Proﬁles 11

12. Importance of Claimed Listings: Improves rankings on that search engine/directory/social site 12

13. Importance of Claimed Listings: Visual Appeal vs. 13

14. Gideon Rubin - Chief Marketing Ofﬁcer Linkedin.com/in/gideonrubin Twitter: @gideonrubin Facebook.com/LocalMarketLaunch Twitter: @LocalLaunch 14

Ideas and Insights from #SFSNYC Sponsors by Gideon Rubin

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