This document discusses local search marketing strategies. It notes that consumers use multiple sources for local business information, including search engines, local search sites, and yellow pages. Search engines are the primary source for auto repair information online. Both organic search engine optimization (SEO) and paid search provide benefits and work best together. A competitive analysis shows gaps in local listings and information for auto repair chains. The document advocates developing complete local business listings on Google Places and other directories to improve local search visibility and drive more customers.

1. Local Search EnvironmentDecember 2010

2. Agenda2The Changing Media Landscape

3. Search Engine Marketing

4. Local Listing Management

5. Appendix15miles, the Interactive Division of TMPDMComprehensive SolutionsLocal Search Solutions™ Today’s marketing requires a diverse mix of media. Our competencies focus on market priorities; which help you wade through the many media options:Enhanced Web Development Capabilities Social MonitoringClickMaps® Search Engine Optimization

6. Local Listing Management

7. Paid Search

8. Internet Yellow Pages

9. Social Media Marketing

10. Pay-per-Call Advertising

11. Mobile Marketing

12. Video3

13. Insights from Industry ExpertsTMPDM uses a foundation of researchSmall sample of research sourcesTMPDM is also a member of a number of industry associationsSmall sample of association membershipsThis research and association memberships allow us to provide our clients with insight into the ever changing media world and guide program direction.4

14. The Changing Media Landscape

15. Primary Source for Local Business Information 15miles/comScore Local Search Usage Study 20106Consumers utilize multiple media sources when conducting a local search. 2%Primary Source for Local Business Information15miles EXCLUSIVE DATA3%Search Engines33%1%Local Search Sites13%Print Yellow Pages23%Internet Yellow Pages22%Cell Phone/WirelessDirectory AssistanceSocial Networking SitesLocal NewspaperOther Printed DirectorySource: 15miles/comScore Local Search Usage Study, 2010Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.

16. Media Landscape Auto Repairing & ServiceOnline is the top media used by consumers in search of an Auto Repair Service provider.(# of consumers based on active population)*Note: Online includes IYPSource: ISS Intermedia Shopping Study, 2009, “Auto Repairing & Service”7

17. How Consumers Perform Online SearchesAuto Service vs. All Industries ObservedUnder the Auto Service category, similar to most categories, the majority of searchers use search engines as their primary source for local business information.Distribution of Category Searches15miles EXCLUSIVE DATACategory Search ShareSource: 15miles/comScore Local Search Usage Study, 20108

18. Search Engine Marketing

19. Search Engine MarketingResearch has shown that combining SEO and Paid Search efforts can increase conversion rates by nearly 52%SEO &PaidWorking TogetherTargeting consumers online who are actively searching for products and servicesImproving the volume and quality of traffic to your websiteOrganicPaidBenefits of Paid SearchTesting ability

20. Flighting/seasonality

21. Geo-targeting

22. Cost effective

23. Control