Webinar: 5 Ways to Win More Customers with Local Search
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1) The document outlines 5 ways for businesses to win more customers through local search, including mastering Google Business Profile listings, leveraging local pages and reviews, analyzing local data insights, integrating local SEO with paid search, and enhancing a local presence even without physical locations. 2) Businesses are encouraged to evaluate and optimize their Google Business Profile listings, develop local pages and gather reviews beyond directories, and use local analytics to inform paid search strategies. 3) Even brands without physical stores can benefit from local search by creating local pages, listings, and virtual locations to appear for local non-branded searches.
![@rio_seo CatalystDigital.Com
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Webinar: 5 Ways to Win More Customers with Local Search
- 1. 5 WAYS TO WIN MORE CUSTOMERS WITH LOCAL SEARCH Jim Kensicki, Managing Director, Search & Social, Catalyst Joe Esposito, VP, Global Strategic Partnerships, Rio SEO
- 2. @rio_seo CatalystDigital.Com INSTRUCTIONS Audio pin Dialing in via phone? This is where to find your audio pin. Enter your custom pin to hear the presenters. To ask questions Type your question in the "[Enter question for staff]" field. Only the presenters will see the question. Use this for content questions or any issues hearing us.
- 3. @rio_seo CatalystDigital.Com YOUR SPEAKERS MODERATOR SPEAKERS Meghan Lavin Partner, Director of Marketing Catalyst Jim Kensicki Managing Director Catalyst Joe Esposito VP of Global Strategic Partnerships Rio SEO
- 4. @rio_seo CatalystDigital.Com Organic Search | Paid Search | Social Media | Social Media Advertising Programmatic | Amazon Search Marketing | eShelf WHAT WE DO Business Results. Powered by Advanced Marketing Strategy.
- 5. @rio_seo CatalystDigital.Com WHAT WE DO Local Listings | Local Pages | Local Reviews | Local Manager | Local Reporting
- 6. @rio_seo CatalystDigital.Com WE’RE LIVE TWEETING! Follow @rio_seo to join the conversation
- 7. 5 WAYS TO WIN MORE CUSTOMERS WITH LOCAL SEARCH Jim Kensicki, Managing Director, Search & Social, Catalyst Joe Esposito, VP, Global Strategic Partnerships, Rio SEO
- 8. @rio_seo CatalystDigital.Com WHY SHOULD YOU CARE ABOUT LOCAL SEARCH? Consumers are on-the-go Consumers trust search engines Searches continue in-store Location searches precede in-store visits & actions
- 9. @rio_seo CatalystDigital.Com Sources: Think with Google: “Micro-Moments Now: Why 'near me' intent is a 'near you' opportunity”, Aug 2017, How Mobile Search Connects Consumers to Stores, May 2016 WHY SHOULD YOU CARE ABOUT LOCAL SEARCH? 33% of all mobile searches are related to location 85% increase in “where to buy” searches in last two years 76% of location searches end in same day store visit
- 10. So, how do I WIN?
- 12. @rio_seo CatalystDigital.Com WHAT ARE GMB LISTINGS?
- 13. @rio_seo CatalystDigital.Com EVALUATE & ENHANCE YOUR GMB LISTINGS 1. Optimize 2. Measure impressions! Not just clicks 3. Structure your data!
- 14. #2 Local = More Than Local Listings
- 15. @rio_seo CatalystDigital.Com DON’T FORGET ABOUT LOCATORS & LOCAL PAGES Petco • Specialty Pages (services offered by store) • Bazaarvoice Review integration • State/City Pages • Live Chat Integration • Dynamic Header & Footer • Store Events
- 16. @rio_seo CatalystDigital.Com LOCAL REVIEWS MATTER • Major factor in local SEO success • Influence on purchase behavior • Customer service opportunity • Local business intelligence/insight • Benchmarking
- 17. @rio_seo CatalystDigital.Com REVIEWS TYPES • User surveys • Collection of reviews on-page • Owned and controlled by the brand 1st Party Reviews 3rd Party Reviews • Google • Facebook • Yelp • TripAdvisor • More depending on industry
- 18. @rio_seo CatalystDigital.Com IDENTIFY THE IMPACT OF REVIEWS ON YOUR BUSINESS 3rd Party Reviews • Utilize reporting to show volume & trends • Identify your customer sentiment • Compare traffic and conversions as a result 1st Party Reviews • Collect reviews beyond directories • Incorporate moderation techniques • Publish reviews to your local pages • Lift from user ratings in organic results
- 19. #3 Put Your Data to Work
- 20. @rio_seo CatalystDigital.Com MAP PACK INSIGHTS Key Metrics • Search views (local map pack) • Additional views (i.e. Google+ Pages) • Clicks to driving directions • Clicks to phone calls • Clicks to website Key Aspects • Analytics for local listings • Local ROI analysis beyond web analytics Identify ROI from Listings Management
- 21. @rio_seo CatalystDigital.Com FUSION: BRINGING IT ALL TOGETHER https://www.catalystdigital.com/company/digital-marketing-technology/
- 22. @rio_seo CatalystDigital.Com INTEGRATED INSIGHTS AND REPORTING
- 23. #4There’s No Success In Silos – Integrate!
- 25. @rio_seo CatalystDigital.Com LEVERAGE LOCAL SEO INSIGHTS TO INFORM PAID CAMPAIGN STRATEGIES • Triggers as Strategy: Identify visibility weaknesses in key markets/areas and launch/increase spend only in those geographies to boost strength • Potential partnership and reporting integration enables optimal local campaign management • Mitigate waste & achieve efficiency with smaller local budgets • Confidence in location data for geo- targeting and add extensions Business Name Address (lat/long) Phone # Images Location Hours Rank Reviews Opportunity Analysis Search Demand / Volume
- 26. #5 Think Local Doesn’t Apply to You? Think Again!
- 27. @rio_seo CatalystDigital.Com DON’T DISREGARD LOCAL Local is just as critical for brands without their own physical locations
- 28. @rio_seo CatalystDigital.Com GOOGLE MARKETING LIVE 2018 “Traditionally, “near me” has been used to find places or businesses nearby, like a pharmacy or gas station. Today, people increasingly use “near me” to find and discover the specific things they need. For, example, “cowboy boots near me” or “rolled ice cream near me.” Sridhar Ramaswamy, Senior Vice President, Ads & Commerce, Google, at Google Marketing Live 2018
- 29. @rio_seo CatalystDigital.Com ENHANCING YOUR PHYSICAL PRESENCE WITHOUT PHYSICAL LOCATIONS National Beverage Brand Makes a Big Splash in Local Markets Across the US The challenge: A national beverage brand was not appearing for local non-branded searches or in Map Pack results because their physical presence in the US consisted of only under 100 large national distribution centers. With little local presence, the company had no listings to entice the over 1 million consumers searching specifically for beverage and water delivery each month. The solution: • Local pages, specialty pages and local listings. The results: • An increase of 966,000 organic searches, 86% of those non-branded • 6,500 additional phone calls with an average 45% conversion rate to new orders • 1,880 #1 rankings on Google for virtual location or service area pages for the key phrase “water delivery + city name” • Increased organic visibility for derivative long-tail keyword phrases
- 30. @rio_seo CatalystDigital.Com NEW GOOGLE POV https://www.catalystdigital.com/google- product-updates-new-features-july2018/ Or email info@catalystdigital.com to request your copy. Download Catalyst’s POV to discover how to leverage Google’s latest product updates and features, including new changes to local campaigns
- 31. @rio_seo CatalystDigital.Com TECHNICAL SEO CONFERENCE REGISTER: https://www.catalystdigital.com/techseoboost/
- 32. @rio_seo CatalystDigital.Com Make sure your local marketing tactics top the charts. Our team can determine your current presence and provide key insights for optimization into: Local Listings Local Ranking Reviews and Ratings www.RioSEO.com/audit
Editor's Notes
- Optimize: GMB is your new website. If you’re not investing to optimize it at least as much as your website, you’re losing out on customers and conversions. Give them a reason to visit your site – for the ones that still won’t visit, give them everything you need. Google knows this, they’ve made over 30 impactful enhancements/new fields to GMB already in 2018 Measure impressions! Not just clicks The future is click free – 61% of mobile searches do not generate a user click 3. Structure your data! Google uses structured data to organize the information a user sees about your business (the details you can’t control in GMB): Reviews from around the web, Events, Twitter carousels
- The solution: Deploy local landing pages including 3,590 city-based service area pages and a page for each of the 62 national distribution centers. Created brand-specific specialty pages to support the brand’s 5 distinct labels. Rio SEO worked closely with Google My Business to establish a local presence for each of these virtual locations. Further, the team deployed its Local Listings so ware and service to ensure that listings data for each service area and/or virtual location was optimized and distributed at scale.