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How StorageMart Succeeds in Global & Local Search


Succeeding in search is an on-going challenge, particularly when you are big global brand that is fueled by multi-location, local businesses. Do you wonder how brands like StorageMart achieve major success in search while maintaining their trusted reputation regardless of location, across the country? View the webinar to discover:

-The hurdles StorageMart faced
-The changes StorageMart implemented to their search strategy
-How StorageMart maintains their brand’s reputation in local and global search

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How StorageMart Succeeds in Global & Local Search

  1. 1. How to Succeed in Local & Global Search
  2. 2. Sarah Little Director of Marketing, StorageMart @LittleBitSarah @StorageMart Eric Rattner Customer Success Team Lead, Trustpilot @EricRattner @TrustpilotUS Speakers
  3. 3. Trustpilot by the numbers
  4. 4. StorageMart by the numbers
  5. 5. StorageMart’s Challenge Global Search Factors Local Search Factors On-Page Optimization Local Link Signals Google My Business Accuracy External Local Signals Reviews Social Signals Agenda
  6. 6. StorageMart’s Challenge: Big Brand + Multi-location, Local Businesses
  7. 7. On-Page Optimization Local Search Factors (According to the Experts) Local Link Signals Google My Business Accuracy External Local Signals
  8. 8. Example (Old Site): http://canada.storage-mart.com/british- columbia/vancouver/east-kent-avenue- north Example (New Site): https://storage-mart.com/vancouver On-Page Optimization: URL Structure
  9. 9. ON-PAGE OPTIMIZATION: Local Pages
  10. 10. On-Page Optimization Local Search Factors (According to the Experts) Local Link Signals Google My Business Accuracy External Local Signals
  11. 11. Link building needs to become more organic marketing-event driven or article driven so that the links aren't links bought or links begged but they are earned links due to some activity on the part of the business... Google is trying and succeeding at moving towards real world metrics. Mike Blumenthal blumenthals.com
  12. 12. On-Page Optimization Local Search Factors (According to the Experts) Local Link Signals Google My Business Accuracy External Local Signals
  13. 13. Audience Question How many of you have checked “Google My Business” for accuracy?
  14. 14. Google My Business
  15. 15. On-Page Optimization Local Search Factors (According to the Experts) Local Link Signals Google My Business Accuracy External Local Signals
  16. 16. External Local Signs: Structured vs Unstructured Data
  17. 17. Reviews Global Search Factors (According to the Experts) Social Signs
  18. 18. “The internet has turned what used to be a controlled, one- way message into a real time dialogue with millions.” Danielle Sachs, ‘The Future of Advertising’, Fast Company
  19. 19. Reviews = Higher CTR
  20. 20. Reviews: Seller Ratings + Local Organic Placement
  21. 21. Reviews 4 out of 5 consumers have reversed a purchase due to a negative review Negative reviews aren’t ‘bad’ – they offer an opportunity, and lend legitimacy to your brand Stars aren’t all that matter – substance counts for a lot
  22. 22. Drive traffic from AdWords and SEO “Why is Google taking online reviews more seriously? Simply put, it’s because the user is. A recent study has shown that more customers are taking the time to read online reviews than ever before.” 92% of customers read online reviews in 2015, compared to just 88% in 2014 44% of users will only consider an online review relevant if it has been written in the past month 87% look at e-commerce reviews for both brick-and- mortar and online purchases 91% of consumers consider an online review more important than input from a salesperson in a store 8% of a site’s search visibility on Google search is attributed to online reviews Why are reviews so important?
  23. 23. Build Trust on your Website
  24. 24. Continue to Showcase Trust Throughout the Acquisition Funnel
  25. 25. Keep Collecting More Reviews
  26. 26. 1 Build your reputation 2 Drive traffic Boost your presence in both paid and organic search to get more visitors 3 Increase conversion Use your reviews to create confidence and reduce abandonment 4 Improve service Respond to reviews, rescue unhappy customers, and increase your retention rate Collect feedback, understand your customers, and showcase how great you are Trustpilot Helps Grow Your Business
  27. 27. Reviews Global Search Factors (According to the Experts) Social Signs
  28. 28. Social Signals
  29. 29. Social Signals
  30. 30. Search Strategy Overview
  31. 31. WRAP UP WITH Q&A
  32. 32. THANK YOU

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