SlideShare a Scribd company logo
@mishoplocal www.mishoplocal.co.uk
control your brand in local search
David Whatley
@mishoplocal
Why local search should be part of your
e-commerce strategy
@mishoplocal www.mishoplocal.co.uk
David Whatley
Founder & Managing Director
MiShop.local Ltd.
 In Local SEO & LLO since 2010
 Consultant since 2000
@mishoplocal www.mishoplocal.co.uk
What are we going to look at?
1. Why local search is the bridge between the high-street and your website
2. How brands can leverage their off-line presence to drive e-commerce traffic
3. Why local search traffic is different
4. What makes a good local store landing page
@mishoplocal www.mishoplocal.co.uk
What do we mean by Local Search?
Local
3
Stack
When people search for “Product” or “Service” + “Location”
You need a physical address
to appear in local search
@mishoplocal www.mishoplocal.co.uk
What do we mean by Local Search?
You need a physical address
to appear in local search
@mishoplocal www.mishoplocal.co.uk
LOCAL organic search is dependent on:
Google My Business
AND
Local Listing Sites
1. Consistent NAP*
2. Consistent Categories
3. Rich Content**
4. Customer Reviews
5. Links to location specific web-pages
ON
* NAP - Name, Address and Phone Number
** Content - Business description, photos, logo, videos, key words, etc,
@mishoplocal www.mishoplocal.co.uk
Website
High
Street
Local search is a bridge between the high-street and your website.
@mishoplocal www.mishoplocal.co.uk
WebsiteClicks
High
Street
Bricks
Or the bridge between bricks and clicks...
@mishoplocal www.mishoplocal.co.uk
Location is a HUGE search filter
KEYWORDS
LOCATION
RESULTS
@mishoplocal www.mishoplocal.co.uk
e-commerce sites compete nationally
Competitor
Your
e-commerce
Site
@mishoplocal www.mishoplocal.co.uk
Retail shops compete locally……..
@mishoplocal www.mishoplocal.co.uk
@mishoplocal www.mishoplocal.co.uk
which means reduced online competition
Competitor
e-commerce
site
Your
e-commerce
Site
Competitor
e-commerce
Site
@mishoplocal www.mishoplocal.co.uk
@mishoplocal www.mishoplocal.co.uk
A high-street presence is a strategic asset in search
@mishoplocal www.mishoplocal.co.uk
Local retailers will outperform web only retailers in local search
@mishoplocal www.mishoplocal.co.uk
Leverage your local presence to drive more traffic to your website
Location A Location B
@mishoplocal www.mishoplocal.co.uk
What do people search for locally?
(Understanding the local customer journey).
@mishoplocal www.mishoplocal.co.uk
People searching for a local retailer are typically looking for:
 Opening Time
 Directions
 A number to call
 Store information
 A website
@mishoplocal www.mishoplocal.co.uk
Local search is a bridge between the high-street and your website.
Brand
Store
Local
Search
Result
Click to call
Click for directions
Click to website
Brand Website
@mishoplocal www.mishoplocal.co.uk
Store
A
local search results should point to a locally optimised store page:
Store
A
Store
B
Store
C
Store
n
Brand Website
Local
Search
Result
@mishoplocal www.mishoplocal.co.uk
Store
A
Store pages should be locally optimised:
Brand Website
Store
C
Store
n
Store A
Address
Phone Number
Opening Times
Location Specific Content
Local
Search
Result
@mishoplocal www.mishoplocal.co.uk
Store pages are often neglected or
side-lined in e-commerce website.
YET
Local search can raise awareness of
your e-commerce services
@mishoplocal www.mishoplocal.co.uk
They should be:
• Informative
• Inviting
• Inspiring
@mishoplocal www.mishoplocal.co.uk
Linking to an un-optimised store page
is like asking a customer to enter your
shop by the back door!
@mishoplocal www.mishoplocal.co.uk
 local search results not linking to local store pages
 Store pages not optimised for local or mobile
 Very basic store information
 No Call-to-Action
 No Click-to-Call
 No visible link to e-commerce services
Common issues with local landing pages:
@mishoplocal www.mishoplocal.co.uk
The primary objective of local search is to find local information
not necessarily to transact online….
HOWEVER,
Local search can raise awareness of your e-commerce services or
even convert to a transaction.
Local customers aren’t necessarily e-commerce customers (YET)!
@mishoplocal www.mishoplocal.co.uk
A good local search experience
We like Schuh
@mishoplocal www.mishoplocal.co.uk
NAP in microformat
and consistent with
local listingsLocation Specific
Landing Page
Location specific
content in schema
Suggest Adding
Click to Collect
(for relevant stores)
CHECK IN-STORE STOCK
Location specific
Stock Check
Clear store page
naming
A good local
store page
Opening Times
@mishoplocal www.mishoplocal.co.uk
A good local mobile site
@mishoplocal www.mishoplocal.co.uk
A lost opportunity to show off e-commerce & click-to-collect facilities
@mishoplocal www.mishoplocal.co.uk
Debenhams’ e-commerce site
does have a store finder, but:
 Local search results don’t point to it
 There are no store page to link to.
Make sure you can link to store pages in your e-commerce site
@mishoplocal www.mishoplocal.co.uk
Good local content but
not mobile optimised
Yet Pets At Home does
have a good mobile
site and store finder.
Check your linking to a mobile friendly store page
@mishoplocal www.mishoplocal.co.uk
Don’t make it difficult for
customers to find store
information
@mishoplocal www.mishoplocal.co.uk
Does it need to be so difficult to find store information?
Different Site
Keep looking!!
@mishoplocal www.mishoplocal.co.uk
No store information
(at all)
Provide the information that local searchers are looking for
No Opening Times
No Branding
No Ownership
@mishoplocal www.mishoplocal.co.uk
Leveraging an addresses
for local search
@mishoplocal www.mishoplocal.co.uk
 Retail
 Concessions
 Offices / Depot
 Service Area Business
There are four types of business address
You go to them
They come to you
You might go to them
@mishoplocal www.mishoplocal.co.uk
Retail Stores
Should be listed with a unique NAP
NAP & URL listing convention
Name Store X
Address
1 High Street
A Town
SW1 1AB
Phone Number 01273 123456
URL www.storex.com/branchx
Store X
@mishoplocal www.mishoplocal.co.uk
Store X
BA
DC
Retail Store X
Concession Brands
Brand A
Brand B
Brand C
Brand D
Concession Brands
Should be listed with unique NAPs
@mishoplocal www.mishoplocal.co.uk
URL
www.storex.com/
branchx
www.branda.com
/branchx
www.brandb.com
/branchx
www.brandc.com
/branchx
www.brandd.com
/branchx
Address
1 High Street
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
Name Store X Brand A Brand B Brand C Brand D
Phone
Number
01273 123456 01273 456789 01273 232323 01273 454545 01273 787878
Concession brands must have unique NAP listings
Name Store X Brand A Brand B Brand C Brand D
Address
1 High Street
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
Phone
Number
01273 123456 01273 456789 01273 232323 01273 454545 01273 787878
URL
www.storex.com/
branchx
www.branda.com
/branchx
www.brandb.com
/branchx
www.brandc.com
/branchx
www.brandd.com
/branchx
1 Store + 4 Concessions = 5 Different NAP & URL Listings
Same Address
Different Names
Different
Phone Number
Different URL
1 2 3 4 5NAP
Same Address
Different Names
Different
Phone Number
Different URL
Name
Address
Phone
Number
URL
@mishoplocal www.mishoplocal.co.uk
Summary:
 Local search is a bridge between the high street and your website
 A physical address is a strategic asset in online search
 NAP details must be listed consistently & link to the store page
 Point customers to the local information they are searching for (first), BUT
use the opportunity to raise awareness of your ecommerce services.
 Optimise your store pages for local and mobile
@mishoplocal www.mishoplocal.co.uk
Local Presence and Reputation
Management for Brands
david.whatley@mishoplocal.co.uk
01273 987498
www.mishoplocal.co.uk
@mishoplocal

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Why local search should be part of your e-commerce strategy

Editor's Notes

  1. We’re going to compare the similarities and differences between local SEO and Organic SEO for On-site, Off-site and Social drivers.
  2. Organic SEO – non-paid search listings, without localised contact details. This could be national or local keywords. Google Local – has been branded Google Places, Google+ Local, and now Google My Business. As soon as you specify a location OR Google deems that your search is local, the results are very different. Local Search is different to conventional organic search
  3. Organic SEO – non-paid search listings, without localised contact details. This could be national or local keywords. Google Local – has been branded Google Places, Google+ Local, and now Google My Business. As soon as you specify a location OR Google deems that your search is local, the results are very different. Local Search is different to conventional organic search
  4. YOU’RE EITHER THERE OR YOU’RE NOT! An Address is a Strategic Advantage in local search location is a major filters for search – basically if Google deems your search ‘local’, it will immediately filter out all those search results that are not located in that vicinity. The fuzzy edges indicate that Google decides on what passes through the filter based on “VICINITY” to a given location according to your NAP Whereas it is possible to appear in organic search for Keyword search locations, it is significantly more difficult to appear in organic if the search is done by post code, or an area. For certain services I do not even need to specify a location as certain services are automatically classified as local and will be picked up by your mobile or ISP location. For example, I can optimise a keyword on a website for “brighton”, but if someone enters “patcham” – which is part of Brighton- it will not appear in an organic keyword search, but it could appear in a local search IF the address is correctly set-up. This presents a strategic advantage to businesses that are able to leverage a local address.
  5. So if you’re trying to grab the attention of the entire audience in the UK – you are actually competing with every other ecommerce site that is trying to do the same
  6. Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search. There may be lots of shops, but there may only be a few that you are in competition with.
  7. Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search.
  8. Consider a shop – it’s competition is highly localised. Yes there may be national brand competitions, but when it comes to local search, the competition is suddenly only local. So you may find that your biggest e-commerce competitor does not feature in local search.
  9. It’s easy to dismiss the store page as an irrelevance – but the local search drivers are different to web – they also perform differently in search. So it makes sense to leverage these. From a user perspective, it is not helpful to be taken to the front door of the website – if you are looking for a very specific piece of information about the local branch.. Most ecommerce make it very difficult to find store data.
  10. Think about the customer journey Why are they looking for local information, how did they get to that page? Where do you want to send them afterwards? This is an opportunity to give them what they want immediately, but also raise awareness of what you can do online.
  11. The point of this page is to draw attention to the fact that the journey that a local customer takes may not be to have an ecommerce transaction…. But if doen correctly, it could result in one. Why the store landing page is important For local search – the store landing page should be the front door to your shop. It is often neglected and in many cases is not optimised for local If someone has arrived via local search, they may not be aware of your ecommerce site, they may not be aware of click-to-collect at that store. Although local searchers may be looking for local store related information, rather than to purchase on-line, it is a ‘moment’ of truth where you can inform customers of your ecommerce facilities.
  12. Many ecommerce sites make it difficult for people to find local store information. They’ve arrivd there via a local seasrch, and now you are asking them to enter the details again. Chances are they’ll bounce straight out
  13. We’re going to compare the similarities and differences between local SEO and Organic SEO for On-site, Off-site and Social drivers.