SMX West '16 - Putting Your Business On The Virtual Map

1. #SMX #XXA @BenuAggarwal
Putting Your
Business On The
Virtual Map

2. #SMX #XXA @BenuAggarwal
• Evolution of Local Search
• Most Crucial Factors
• Local Maps and Important Channels
• Measuring Success
• Key Take Aways
Agenda

3. #SMX #XXA @BenuAggarwal
Evolution of LocaL Search

4. #SMX #XXA @BenuAggarwal
Search Results: Past vs. Present
Local
Listing
Organic
Results
Local 3
Pack
Paid Ads
2nd October 2008 8th Feb 2016
Local 3
Pack
Paid Ads

5. #SMX #XXA @BenuAggarwal
Finding The Differences
Local
Listing
Organic
Results
Local 3
Pack
Paid Ads
No direct website
links in local 3 pack
Local 3
Pack
Paid Ads
Google Hotel
Finder
No organic
results above
the fold
Improved
maps

6. #SMX #XXA @BenuAggarwal
Maps Results: Past vs. Present
2nd October 2008
8th Feb 2016 Enhanced
Profile
More focus on
reviews
OTA Rates
Website link &
clickable phone
link

7. #SMX #XXA @BenuAggarwal
Most Crucial Factors

8. #SMX #XXA @BenuAggarwal

9. #SMX #XXA @BenuAggarwal
• Physical location
• Categories on GMB
• No duplicate listing
• Consistent url, name,
address or phone number
(UNAP)
• Relevant and engaging
content
• Reviews
Factor for Ranking Locally

10. #SMX #XXA @BenuAggarwal
Local Customer and Search Behavior
Customer
Search
1 2 3
Channels Displayed in Search Saturate Critical Channels
Responsive
Site
Maps (Apple,
Nokia, Bing)
Active Presence
and
Engagement on
Social Profiles
Trusted Sites,
Reviews
(UGC)
Mobile Ads
Local Citations
Data
Aggregators
IYPs

11. #SMX #XXA @BenuAggarwal
What are Good Citations?
Data
aggregators
IYPs
Local, Business
Directories
Maps
Local search
engines

12. #SMX #XXA @BenuAggarwal
Segmenting Links for Effective SEO
Local Search Engine
& Hyper Local Listings
DataAggregators InternetYellow Pages
Business, Local, Industry
and Niche
Maps

13. #SMX #XXA @BenuAggarwal
Local Maps and Important Channels

14. #SMX #XXA @BenuAggarwal
Create Google+ page
and Claim My Business
Listing
Send Verification
Postcard
Receive PIN,
Verify Listing,
and Initiate
Merge
QA listing;
Optimize
listing per
guidelines
Add Social posts and
keep optimizing
Link Website
by adding
rel=publisher
tag to site
Google My Business:

15. #SMX #XXA @BenuAggarwal
Google+ and Google My Business
• Google+ and Google My Business are still
connected, but are not closely related
anymore
• Google+ is now primarily a social network
focused on collections
• Google My Business is a tool for business
owners to manage their listing information
on Google
• Both are still important, and neither should
be ignored!

16. #SMX #XXA @BenuAggarwal
Google+ Posts Still Show Up in SERPs

17. #SMX #XXA @BenuAggarwal
Incomplete Profiles Lead to Poor Ranking
Source: https://www.gybo.com/ca/santa-clara/business

18. #SMX #XXA @BenuAggarwal
Relevant cover
image & logo
Verified local
business
Consistent
UNAP
Correct primary
category tagging
Correct placement of the
pin on Google map
User friendly page
url
Reviews
Unique property
description

19. #SMX #XXA @BenuAggarwal

20. #SMX #XXA @BenuAggarwal
Managing Critical Information - Crawlers and API

21. #SMX #XXA @BenuAggarwal
Consistent
UNAP
Book Now
URL
Photo Gallery
Enhanced
Description
Correct placement of the pin
on the map

22. #SMX #XXA @BenuAggarwal
Unclaimed
Business
Missing
Description
Missing Book
Now URL
Incorrect
UNAP

23. #SMX #XXA @BenuAggarwal
Measuring Success

24. #SMX #XXA @BenuAggarwal
Measuring Success On Google My Business

25. #SMX #XXA @BenuAggarwal
Measuring Success On Bing
Milestone team
claimed the listing

26. #SMX #XXA @BenuAggarwal
• Directories all feed from
each other
• Incorrect listings in one
directory can infect others
• New duplicates can get
created at any time
• The faster you react, the less
damage incorrect/duplicate
listings do
Ongoing Monitoring Of Profiles
In just 90 days, this
existing client had 173
actions performed by
NAPtune

27. #SMX #XXA @BenuAggarwal
Measuring Success On Yelp

28. #SMX #XXA @BenuAggarwal
• Identify most critical channels for your verticals
• Ensure maps have accurate information
• Push consistent and rich content across all channels
• Leverage APIs to clean duplicates
• Establish KPI/Measurement criteria
Key Take Aways

29. #SMX #XXA @BenuAggarwal
ThankYou
Questions?
www.milestoneinternet.com
blog.milestoneinternet.com
http://twitter.com/milestonemktg
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