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Session 4: Lloyd | Location Based Marketing & Optimisation
The document discusses strategies for improving local online visibility and optimizing local marketing efforts. It covers topics like Google local features, optimizing business listings on Google My Business, best practices for local SEO, leveraging social media for local marketing, and analyzing local performance trends. The workshop provides information on keeping up with changes to Google local tools, optimizing listings, local content and technical SEO strategies, generating local citations and reviews, developing a local social media presence, and using Google and social media analytics to understand local customer behavior and marketing effectiveness.
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Session 4: Lloyd | Location Based Marketing & Optimisation
- 1. Location Based Marketing & Optimization LocalBusiness Workshop 18.05.2019
- 2. What good onlinelocal visibility looks like The Evolution of Google Local Features Google Maps Optimization via Google My Business Local SEO Best Practices Local Social Media Strategy Identifying Local Behaviour & Performance Trends
- 3. What good online local visibilitylooks like
- 4. OMNIA Dayclub ü Visiblein Google Knowledge graph (right hand side) for non-brand search keywords ü Large Number of reviews with overall positive score ü Events listed in map listing on search results ü Q&A feature included in map listing on search results ü Includes videos and 360 views ü Uses Google Posts within Google Maps (Google My Business)
- 5. Using Maps andArticles to appear in local search
- 6. Ranking Relevant LocalPages for Brand Search Ensuring the most relevant local pages rank for your brand keywords, enables users to enter your site on the best page that is likely to be most relevant to the user.
- 7. Local Search inFacebook ü Listed events appear in Facebook search ü More likes for your page will result in more people seeing your page in their local searches ü Including keywords and your locations in your page description can also help gain more visibility
- 8. Leveraging Local IndustrySpecific Websites
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- 10. Google Local Featuresin the Last 12 months Google Notifying Customers When Businesses Respond To Reviews Google Video Posts Feature Hours Verification for Business Listings
- 11. Google Local Featuresin the Last 12 months Google Post Offers Google Local Products Tab Google Location Beacons for Stores
- 12. Google Local Featuresin the Last 12 months Upcoming Event Listings Google Local Menus View Previous Local Posts
- 13. Google Local Featuresin the Last 12 months Reservation Software Integrations Google Business Listing Verification via Video (in certain regions)
- 14. Google Local Featuresin the Last 12 months Products Section Added to Google My Business Console
- 15. Google Local Featuresin the Last 12 months Google Assistant Duplex Enabling Feature (in certain regions) Business Follow Button Feature Google My Business App Updated Youtube Video Demo
- 16. Google Local Featuresin the Last 12 months Google Posts Content included in Map Listing Business Listing Short Custom URL
- 17. Google Local Featuresin the Last 12 months Get in Line Feature for Restaurant listings
- 18. Where next forGoogle My Business?
- 19. Paid Local MarketingPackages by Google • Google looking to introduce a paid model to promote your business at a local level • Paid service is likely to provide the ability to have more local visibility features • Paid service may result in currently free (organic) features becoming paid features as part of Google’s new paid local optimization packages
- 20. Google Maps Optimization via GoogleMy Business
- 21. Google My BusinessConsole Walkthrough üAccount Setup & User Management üListing Verification üListing Information üUsing Google Posts üManaging Reviews & Messaging üManaging Photos & Appearance üUsing Google’s Business Website Option üManaging Settings
- 22. Verification ü Verification usuallyneed to be done via a postcard and verification PIN ü Make sure you select the right option between having a physical location where customers can come to your location and selecting your business as a service that services customers away from your location. ü In your service areas, enter the cities, postal codes or regions that you service and be quite detailed and granular in this to maximise your visibility ü If you do not receive a postcard within 3 to 4 weeks then submit a support ticket request via https://support.google.com/business/contact/verification_code_issues?from=cuf_verification_code_issues Listing Optimisation ü Do NOT spam your title business name with location or keyword terms ü Include relevant product and service keywords in your business description and if you include an in-depth description then only the first 244 characters will be displayed in your Google listing before having to click read more ü Ensure you add additional categories to your listing where applicable ü Consider using call tracking number for your listing in the Primary number field ü Add a UTM tracked URL for your URL listing so you can identify traffic from Google Maps to your website in Google Analytics ü Ensure you take advantage of all applicable photo categories such as logo, menus, team, interior, exterior. Photos should be no larger than 10MB and a minimum of 720×720 pixels ü Specify your products, services and attributes CRM & Support Channels ü To flag an inappropriate review on your business listing click the triple-dot menu on the specific offending review, then click Flag as inappropriate. Ensure you read Google’s review policy at https://support.google.com/contributionpolicy/answer/7400114 before Flagging inappropriate reviews ü Google main support channel is at https://support.google.com/business/contactflow, for most support categories you will be able to select callback, chat or email support as you contact preference ü There are also Facebook and Twitter channels you can send requests to if you are not making any progress with you query via the main Google support channels. These can be found at https://www.facebook.com/GoogleMyBusiness/ and https://twitter.com/googlemybiz Google My Business Best Practice Checklist
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- 24. Local Content SEO Dedicatedpages for each target region / city / district: You should be creating individual pages with rich content targeting the areas you wish to target, based on the customer demand (search volume) and the physical locations your company has. Including relevant keyword content: When creating dedicated pages you need to ensure you reference the key product areas you want people to find this page for online when searching product + location type keywords. These keywords should be included in the content and the Meta Page Titles on the dedicated pages. https://www.ikea.com/hk/en/store/causeway_bay/ikea_food
- 25. A Best Practice Optimisedfor Local Landing Page Courtesy of https://niftymarketing.com/optimal-local-landing-page-infographic/ Local Image Optimisation via Geotagging Some useful image geotagging tools: • https://tool.geoimgr.com/ • https://imagegeotagger.com/ • https://massoptimizer.com/ • http://www.mardy.it/mappero-geotagger/
- 26. Local technical SEOis about creating local related signals in your website code and internal linking for search engines to pick up to help you gain better local reference and weighting in the search engines. Technical Local SEO Hreflang code injection: How to get specific regional pages ranking in different country search engines Location Schema code injection: Including schema code referencing your location address can help give your landing pages more local weighting in search engines Taken from our page at https://www.taksudigital.com/our-offices Location Keyword Specific Navigation Linking: Ensuring you link to location specific pages with location specific anchor link text is a simple but effective way to boost local visibility
- 27. Local Linking SEO LocalCitations: Business Associations: Local Business Forums: Event Promotion:
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- 29. Local CRM SocialStrategy Creating Google local review prompt links How to Create a Google Local Listing link for users to write a review Creating Branded review prompt links “Please leave us as review at https://taksu.digital/leave-us-a-review-uk” This kind of CRM tactic could be used in a Newsletter, on your website Q&A CRM in Google My Business
- 30. Provide Localized Offers CreatingQR campaigns can help generate local awareness for products and local stores. This can be particularly effective in countries like China You can now create offers for specific local Google listings that will appear in Google Maps and in the Knowledge Graph area of the main Google search results on the right hand side.
- 31. Leveraging Localized NetworkingGroups Search for local industry niche networks on social platforms most suitable to your target customers, and contribute to them regularly
- 32. Event Marketing onSocial Media
- 33. Local Instagram Strategy LocalPromotion OffersVisual Local Branding Local Event Promotion
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- 35. Local Insights fromGoogle Consumer Barometer https://www.consumerbarometer.com/en/insights/?countryCode=HK
- 36. Location Reports inGoogle Analytics Analysing location data in Google Analytics can help you to understand: 1. Which countries and cities you should prioritise to target 2. Which countries and cities are driving the most conversions on your website 3. How users in different countries and cities behave on your website
- 37. Location Reports inGoogle Analytics • Able to drill down from each country and look at performance at a city level • Some smaller countries such as Hong Kong do not provide area specific data.
- 38. Google My BusinessConsole Insights
- 39. Google My BusinessConsole Insights
- 40. We can helpyou manage your local presence in Google
- 41. 41TaksuDigital.com Our New LocalOptimization Product Feel free to get in touch with us if you would like us to manage and optimize your Google My Business listing(s) and optimize key elements that will give you enhanced local visibility.
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