Power to the People: Human-Centric Local Search Marketing

•

0 likes•206 views

Cori Graft

Mozinar presented in May 2016 about using people and their behaviors to drive your local SEO strategy.

Power to the People:
Human-Centric Local Search Marketing
By Cori Shirk
Join us on Twitter at #Mozinar
Questions or problems? Email community@moz.com

>
#Mozinar @corishirk | Seer Interactive

Listings &
Users &
Citations &
Ratings &
Links &
Content.
#Mozinar @corishirk | Seer Interactive

“customer
experience”
#Mozinar @corishirk | Seer Interactive

The product of an interaction between an organization
and a customer over the duration of their relationship.
#Mozinar @corishirk | Seer Interactive

#Mozinar @corishirk | Seer Interactive
Five W’s

#Mozinar @corishirk | Seer Interactive
Who: NAP + Logos

#Mozinar @corishirk | Seer Interactive
What: Categories

#Mozinar @corishirk | Seer Interactive
Where: Lat/Long,
Neighborhood,
Containment Stores

#Mozinar @corishirk | Seer Interactive
When: Store Hours

#Mozinar @corishirk | Seer Interactive
Why: Business Description

#Mozinar @corishirk | Seer Interactive
Who: NAP + Logos
What: Categories
Where: Lat/Long, Neighborhood,
Containment Stores
When: Hours
Why: Business Description

20% decline in
site traffic
from iPhones
=
#Mozinar @corishirk | Seer Interactive

© Kaleb Fulgham
flickr.com/photos/kalebdf
#Mozinar @corishirk | Seer Interactive

Time invested:
• 1 hour thinking
• 30 minutes researching
• 10 minutes sending email
Return on investment:
• 2 links
• 9 conversions
• $4,500 revenue
© Kaleb Fulgham
flickr.com/photos/kalebdf
#Mozinar @corishirk | Seer Interactive

Average PPC CPL: ~$150
Cost of 9 Leads via PPC: ~$1,350
Revenue Driven from 10 Minute Email: $4,500
© Kaleb Fulgham
flickr.com/photos/kalebdf
#Mozinar @corishirk | Seer Interactive

[city] inurl:discount OR inurl:benefits OR
inurl:membership AND inurl:benefits OR
inurl:employee OR inurl:student
© Kaleb Fulgham
flickr.com/photos/kalebdf
#Mozinar @corishirk | Seer Interactive

Siteliner.com
#Mozinar @corishirk | Seer Interactive

NOT
GREAT
#Mozinar @corishirk | Seer Interactive

Ad #1 Ad #2
#Mozinar @corishirk | Seer Interactive
Quality End-
of-Life Care
Tailored
Pioneer &
Leader in
Hospice Care

#Mozinar @corishirk | Seer Interactive
CTR
Ad Copy Peoria SoCal
Quality End-of-Life Care Tailored 2.13% 0.71%
Pioneer & Leader in Hospice Care 0.78% 1.99%

goo.gl/m8easW
#Mozinar @corishirk | Seer Interactive

survey
How long have you lived in the community you serve?
Where did you attend college or grad school?
What do you like to do in your spare time?
https://www.flickr.com/photos/plings/
#Mozinar @corishirk | Seer Interactive

survey
seer.is/1nuN9VS
https://www.flickr.com/photos/plings/
#Mozinar @corishirk | Seer Interactive

#Mozinar @corishirk | Seer Interactive
Keyword Research

You can’t ignore them
Reviews:
#Mozinar @corishirk | Seer Interactive

Thanks!
#Mozinar @corishirk | Seer Interactive

Email: coris@seerinteractive.com
Twitter: @corishirk
Website: www.seerinteractive.com
Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!

Content marketing is a bit like gravity. It just needs a little push to get things started (or to make it go faster). This data-oriented session will cover unusual strategies on how to get way more from your inbound marketing using pay-per-click advertising! We'll cover unusual white hat strategies for link building, converting blog traffic into 3x more leads, content promotion, YouTube SEO and App Store optimization with as little as $50 dollars. You’ll gain insights into key paid offerings in major platforms like Facebook, Twitter, G+, YouTube, Google Display Network and iTunes, and learn how to leverage them to get more from your non-paid marketing efforts.

Are you wondering why some people are generating new business from LinkedIn and you’re not? Join our webinar and learn how to increase targeted appointments and create new business. In this complimentary webinar, Dean DeLisle, Founder and CEO of Forward Progress, will show you the most effective methods of connecting with your targets, gaining quality appointments, and finding the potential new clients in your network. With over 350,000,000 professionals on LinkedIn, you are closer to your targeted business prospects than you think. Learn how to find them before your competitors do. You will also see what it takes to get THEM to find YOU by just using LinkedIn for less than 20 minutes a day! Forward Progress has trained over 90,000 people in over 35 countries on how to increase targeted appointments and develop more business – directly from LinkedIn! In this brief session you will learn how to: -Optimize your profile -Attract new prospects -Leverage your connections to close business -Increase targeted referrals -Gain more powerful introductions -Expand your pipeline -Find new business channels ALL registrants and attendees will receive access to the recording and materials. About Dean DeLisle: For over 30 years, Dean has demonstrated his ability to expand companies' social reach, stimulate business development through increasing engagement online, and make converting connections to new business more efficient. We’ll be seeing you online and in class!

Talent community #TalentOps

Beatriz Dominguez

Driving Leads Through Twitter and Facebook

Kyle Lacy

How to Use LinkedIn to Close More Sales - Social Selling 101 - Dean DeLisle -...

Social Jack

Are you wondering why some people are generating new business from LinkedIn and you’re not? Check out our slide deck and learn how to increase targeted appointments and create new business. In this complimentary Slide deck, Dean DeLisle, Founder and CEO of Forward Progress, will show you the most effective methods of connecting with your targets, gaining quality appointments, and finding the potential new clients in your network. With over 350,000,000 professionals on LinkedIn, you are closer to your targeted business prospects than you think. Learn how to find them before your competitors do. You will also see what it takes to get THEM to find YOU by just using LinkedIn for less than 20 minutes a day!

Advertising on Pinterest & LinkedIn

Robert Brady

Digital Money Maker Club – von Gunnar Kessler digital.

focsh890

ThinkNow 2024 Consumer Financial Wellness Report

ThinkNow

Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent? To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

Similar to Power to the People: Human-Centric Local Search Marketing

Local SEO & Google My Business

Jonny Ross

_Digital Marketing.pptx

rahulkumar179813

WNY Chamber Learning Lunch - Social Media

Jonny Ross

How to win business with LinkedIn - ThriveYorkshire

Jonny Ross

2021 11 09_mill06

Doc Searls

SEO Best Practices - Cybersymposium 2012 (Salt Lake City, UT)Greg Shuey

The Simple Complexity of Facebook Marketing — #congresfb

Chad Wittman

How to use LinkedIn in for New Business with Dean DeLisle and Social Jack.

Social Jack

LinkedIn Training for NYC Power Group

Ana Quillinan, AMTM Consulting, LLC

Career Confidence Online & IRL: A Networking WorkshopFindSpark

Ensuring Charities use an integrated social media strategy

Jonny Ross

How to be loved by Google

Jonny Ross

LinkedIn How to Use LinkedIn for New Business - Professional Services Edition...

Social Jack

Importance of Strategy in Digital Marketing

Tutak Consulting

Seedrs - Campus EDU - Raising Startup CapitalRicardo Sequerra Amram

Linkedin How to Use LinkedIn for New Business - Professional Services Editi...

Social Jack

Talent community #TalentOps

Beatriz Dominguez

Driving Leads Through Twitter and Facebook

Kyle Lacy

How to Use LinkedIn to Close More Sales - Social Selling 101 - Dean DeLisle -...

Social Jack

Advertising on Pinterest & LinkedIn

Robert Brady

Similar to Power to the People: Human-Centric Local Search Marketing (20)

Local SEO & Google My Business

_Digital Marketing.pptx

WNY Chamber Learning Lunch - Social Media

How to win business with LinkedIn - ThriveYorkshire

2021 11 09_mill06

SEO Best Practices - Cybersymposium 2012 (Salt Lake City, UT)

The Simple Complexity of Facebook Marketing — #congresfb

How to use LinkedIn in for New Business with Dean DeLisle and Social Jack.

LinkedIn Training for NYC Power Group

Career Confidence Online & IRL: A Networking Workshop

Ensuring Charities use an integrated social media strategy

How to be loved by Google

LinkedIn How to Use LinkedIn for New Business - Professional Services Edition...

Importance of Strategy in Digital Marketing

Seedrs - Campus EDU - Raising Startup Capital

Linkedin How to Use LinkedIn for New Business - Professional Services Editi...

Talent community #TalentOps

Driving Leads Through Twitter and Facebook

How to Use LinkedIn to Close More Sales - Social Selling 101 - Dean DeLisle -...

Advertising on Pinterest & LinkedIn

Recently uploaded

Digital Money Maker Club – von Gunnar Kessler digital.

focsh890

ThinkNow 2024 Consumer Financial Wellness Report

ThinkNow

Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth

Demandbase

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

10 Videos Any Business Can Make Right Now! - Shelly Nathan

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

10 Video Ideas Any Business Can Make RIGHT NOW! You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session. Key Takeaways: How to use the Video Matrix How to use additional "Lenses" Where to source original video ideas

My Personal Brand Exploration by Mariano

marianooscos

Monthly Social Media News Update May 2024

Andy Lambert

TL;DR. These are the three themes that stood out to us over the course of last month. 1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly. 2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth. 3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.

May 2024 - VBOUT Partners Meeting Group Session

Vbout.com

Metaverse Marketing in the Generation of the Internet - Eugene Capon

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025. And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos. So is there science behind what makes people absolutely irresistible on camera? The answer: definitely yes. In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

DMF Portfolio Piece Smart Goals - Artist Management.docx

TravisMalana

AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

VWO

In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities. When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion. Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.

Marketing Management Notes Philip Kotler

LaveenaShanker

Digital Marketing Trends - Experts Insights on How

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

De-risk Your Digital Evolution - Hannah Grap

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.

Marketing as a Primary Revenue Driver - Lee Levitt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction. No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.

A Guide to UK Top Search Engine Optimization

Brand Highlighters

Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches. To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/

Recently uploaded (20)

Digital Money Maker Club – von Gunnar Kessler digital.

ThinkNow 2024 Consumer Financial Wellness Report

Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

10 Videos Any Business Can Make Right Now! - Shelly Nathan

My Personal Brand Exploration by Mariano

Monthly Social Media News Update May 2024

May 2024 - VBOUT Partners Meeting Group Session

Metaverse Marketing in the Generation of the Internet - Eugene Capon

Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

Winning local SEO in the Age of AI - Dennis Yu

DMF Portfolio Piece Smart Goals - Artist Management.docx

AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

Marketing Management Notes Philip Kotler

Digital Marketing Trends - Experts Insights on How

De-risk Your Digital Evolution - Hannah Grap

Marketing as a Primary Revenue Driver - Lee Levitt

A Guide to UK Top Search Engine Optimization

Power to the People: Human-Centric Local Search Marketing

1. Power to the People: Human-Centric Local Search Marketing By Cori Shirk Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com

2. > #Mozinar @corishirk | Seer Interactive

3. = #Mozinar @corishirk | Seer Interactive

4. #Mozinar @corishirk | Seer Interactive

5. #Mozinar @corishirk | Seer Interactive

6. #Mozinar @corishirk | Seer Interactive

7. #Mozinar @corishirk | Seer Interactive

8. #Mozinar @corishirk | Seer Interactive

9. #Mozinar @corishirk | Seer Interactive

10. #Mozinar @corishirk | Seer Interactive

11. #Mozinar @corishirk | Seer Interactive

12. #Mozinar @corishirk | Seer Interactive

13. #Mozinar @corishirk | Seer Interactive

14. #Mozinar @corishirk | Seer Interactive

15. Listings & Users & Citations & Ratings & Links & Content. #Mozinar @corishirk | Seer Interactive

16. #Mozinar @corishirk | Seer Interactive

17. #Mozinar @corishirk | Seer Interactive

18. #Mozinar @corishirk | Seer Interactive

19. “customer experience” #Mozinar @corishirk | Seer Interactive

20. The product of an interaction between an organization and a customer over the duration of their relationship. #Mozinar @corishirk | Seer Interactive

21. #Mozinar @corishirk | Seer Interactive

22. #Mozinar @corishirk | Seer Interactive Five W’s

23. #Mozinar @corishirk | Seer Interactive Who: NAP + Logos

24. #Mozinar @corishirk | Seer Interactive What: Categories

25. #Mozinar @corishirk | Seer Interactive Where: Lat/Long, Neighborhood, Containment Stores

26. #Mozinar @corishirk | Seer Interactive When: Store Hours

27. #Mozinar @corishirk | Seer Interactive Why: Business Description

28. #Mozinar @corishirk | Seer Interactive Who: NAP + Logos What: Categories Where: Lat/Long, Neighborhood, Containment Stores When: Hours Why: Business Description

29. #Mozinar @corishirk | Seer Interactive Field Lift URLs 2.16x Menu 2.12x Logo 1.99x Hours 1.84x (2.20x onYelp) Twitter Handle 1.83x Facebook Page URL 1.54x Videos 1.59x Payment Options 1.58x Photo Gallery 1.61x Descriptions 1.45x Product List 1.11x http://offers.yext.com/socialpros

30. #Mozinar @corishirk | Seer Interactive

31. 20% decline in site traffic from iPhones = #Mozinar @corishirk | Seer Interactive

32. #Mozinar @corishirk | Seer Interactive

33. #Mozinar @corishirk | Seer Interactive

35. Time invested: • 1 hour thinking • 30 minutes researching • 10 minutes sending email Return on investment: • 2 links • 9 conversions • $4,500 revenue © Kaleb Fulgham flickr.com/photos/kalebdf #Mozinar @corishirk | Seer Interactive

36. Average PPC CPL: ~$150 Cost of 9 Leads via PPC: ~$1,350 Revenue Driven from 10 Minute Email: $4,500 © Kaleb Fulgham flickr.com/photos/kalebdf #Mozinar @corishirk | Seer Interactive

37. [city] inurl:discount OR inurl:benefits OR inurl:membership AND inurl:benefits OR inurl:employee OR inurl:student © Kaleb Fulgham flickr.com/photos/kalebdf #Mozinar @corishirk | Seer Interactive

38. #Mozinar @corishirk | Seer Interactive

39. #Mozinar @corishirk | Seer Interactive

40. #Mozinar @corishirk | Seer Interactive

41. Siteliner.com #Mozinar @corishirk | Seer Interactive

42. NOT GREAT #Mozinar @corishirk | Seer Interactive

43. #Mozinar @corishirk | Seer Interactive

44. #Mozinar @corishirk | Seer Interactive

45. #Mozinar @corishirk | Seer Interactive

46. #Mozinar @corishirk | Seer Interactive

47. Ad #1 Ad #2 #Mozinar @corishirk | Seer Interactive Quality End- of-Life Care Tailored Pioneer & Leader in Hospice Care

48. #Mozinar @corishirk | Seer Interactive CTR Ad Copy Peoria SoCal Quality End-of-Life Care Tailored 2.13% 0.71% Pioneer & Leader in Hospice Care 0.78% 1.99%

49. goo.gl/m8easW #Mozinar @corishirk | Seer Interactive

50. survey How long have you lived in the community you serve? Where did you attend college or grad school? What do you like to do in your spare time? https://www.flickr.com/photos/plings/ #Mozinar @corishirk | Seer Interactive

51. survey seer.is/1nuN9VS https://www.flickr.com/photos/plings/ #Mozinar @corishirk | Seer Interactive

52. #Mozinar @corishirk | Seer Interactive Keyword Research

53. You can’t ignore them Reviews: #Mozinar @corishirk | Seer Interactive

54. #Mozinar @corishirk | Seer Interactive

55. #Mozinar @corishirk | Seer Interactive

56. #Mozinar @corishirk | Seer Interactive

57. Listings & Users & Citations & Ratings & Links & Content. #Mozinar @corishirk | Seer Interactive =

58. Thanks! #Mozinar @corishirk | Seer Interactive

59. Email: coris@seerinteractive.com Twitter: @corishirk Website: www.seerinteractive.com Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!

Power to the People: Human-Centric Local Search Marketing

Recommended

Recommended

More Related Content

Similar to Power to the People: Human-Centric Local Search Marketing

Similar to Power to the People: Human-Centric Local Search Marketing (20)

Recently uploaded

Recently uploaded (20)

Power to the People: Human-Centric Local Search Marketing