This document summarizes a webinar about local search marketing. It introduces the speakers and moderator for the webinar. The webinar discusses how local search has evolved beyond just listings and directories to become more sophisticated. It covers best practices for local search optimization, including verifying listings, using relevant categories and keywords, adding images and descriptions. The webinar emphasizes integrating local search into the overall digital marketing strategy across organic, paid and social channels. It also discusses how the rise of mobile usage is increasing the importance of optimizing for local on smartphones.
Local Ain't Just A Listing Anymore: Local Search Evolution
1. Tuesday, March 11, 2014
2014 Webinar Series
Local Ain’t Just A Listing Anymore!
#BeyondListings
2. | 2
Today’s Speakers
Mike Corak – EVP, Strategy | ethology
Mike Corak is the Executive Vice President of Strategy at ethology, leading the strategic planning and
agency services teams. An agency veteran, Corak has developed and implemented winning digital and
integrated strategies for hundreds of companies over his 12-year career, including Coca-Cola, ConAgra
Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. Prior to ethology, Corak led
the interactive services, strategy and client management teams at Off Madison Avenue and iCrossing.
Corak serves on the board of SEMPO (Search Engine Marketing Professional Organization), helping
drive the search industry’s trade group initiatives in research and best practices education.
Twitter @mikecorak
Tina Hodson, Director of Digital Marketing | Conn’s Home Plus
Tina Hodson directs the strategy and execution for digital products and marketing activities for Conn’s
HomePlus, based in Houston, Texas. Prior to joining the Conn’s team as a consultant, Tina was a
digital marketing strategist for GDD Interactive serving clients such as Pappas Restaurants,
RadioShack, and PepBoys. From 2001 to 2011, Tina worked in product and product marketing for a
variety of digital pure plays, including Match.com during its rise to becoming the defacto answer for
online dating in the early 2000s. She began her career in marketing and telecommunications, working
for such ventures such as Verizon Wireless, Excel Communications and CSI Wireless (acquired by
MCI). Tina is a Texas native and beach volleyball enthusiast.
3. | 3
Today’s Moderator
DAVID ST. JOHN TRADEWELL – ECONSULTANCY
David has been an advertising, marketing and media professional since the early 1990’s
and has more than 17 years experience in digital. He founded the first online advertising
team for the Times Supplements Group at News International before joining the original
global search engine, AltaVista in 1999. He was part of the founding team of Europe’s
leading search and social media specialists, Spannerworks and stayed with the firm after
its sale to iCrossing. During his tenure the company became the largest independent
digital marketing firm in the world, before being sold to Hearst Media in 2010. David has
worked with dozens of global brands and Fortune 500 business such as Coca-Cola, Bank
of America, Toyota, eBay, Dell, Pfizer and Unilever.
4. What is Local Search?
March 11, 2014 | #BeyondListings| 4
You know, the Maps section
5. What is Local Search?
March 11, 2014| 5
Not all local directories
have maps
… But you get the point
These directories help
your customers find your
locations
| #BeyondListings
6. What is Local Search?
Think of these pages as an
extension of your website:
• Name, Address, Phone
• Target relevant keywords
• Upload branded content
(logos, images, videos)
• Describe your products &
services
| 6| 6 March 11, 2014 | #BeyondListings
7. What Local Used to Be
Local Search used to be
dominated by data
aggregators
Aggregators are still a
necessity for local marketing
But local search is more
sophisticated than
just…
Submit It & Forget It
| #Beyond Listings| 7 March 11, 2014
8. What Local Used to Be
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Place pages like this used to be good enough
No description, one category, bad photos… No Problem!
March 11, 2014 | #BeyondListings
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That’s not good enough anymore!
… But why should I care about Local?
March 11, 2014 | #BeyondListings
10. Why should I care about Local?
Google provides local
results
… for non-geo-targeted
queries
Yahoo & Bing as well
| #BeyondListings| 10 March 11, 2014
11. Why should I care about Local?
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20% of desktop searches have local intent
+50% of mobile searches
March 11, 2014 | #BeyondListings
12. Why should I care about Local?
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Customers coming through local search prove to show a
high propensity to buy / covert in comparison to other
digital channels
= +75% more
conversions
March 11, 2014 | #BeyondListings
13. | 13
You convinced me!
… But how do I approach local?
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14. | 14
How do I approach local search?
The Basics
March 11, 2014 | #BeyondListings
15. The Basics: Local Best Practices
Owner Verify!
• Name, Address, Phone
• Hours of Operation
• Optimized Descriptions
• Relevant Categories
• Products
• Services
• Brands
• Images
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16. The Basics: Ranking Factors
Google’s complicated algorithm
definitely reaches Google
Maps, too
Some quick points:
• Number of Citations (aggregators)
• Domain Authority of URL
• NAP Consistency
• Keyword in Business Title
•NAP in Landing Page Title
• Social Engagement
| 16 March 11, 2014 | #BeyondListings
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How do I approach local search?
Integration
March 11, 2014 | #BeyondListings
18. Hey Tina, Conn’s
gets lots of local
traffic, but why?
Beyond listing
quality, integration
is the key!
18
| #BeyondListings
20. Integration: Organic Search
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Linking your locations’ listings to an individual location
page will assist local ranking when pages are optimized
correctly
March 11, 2014 | #BeyondListings
21. Integration: Organic Search
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Local descriptions & categories should focus on
high volume, high converting keywords
Keywords
Electronics
Furniture
Appliances
Store Credit
Mattresses
Financing
March 11, 2014 | #BeyondListings
22. Integration: Social & Local
• Facebook Places
• foursquare
• Google+ Local
Owner verify & delete
duplicates for consistency
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23. Integration: Social & Local
Google+ Local posts:
• Target promotions
• Highlight #ContentGaps
• Utilize as an SEO tool
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24. Integration: Social & Local
Ratings & Reviews
Google Maps & Yelp
ranking correlate with the
number of reviews & the
quality of ratings
Facilitating positive reviews
is recommended
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25. Integration: Paid Search & Local
• Adwords Express
• Yelp Enhanced Listings
• Yext PowerListings
All help local visibility &
can cover search gaps
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26. How do I approach local search?
Owning Real Estate
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27. Owning More Real Estate
1st Page Allocation
• Paid = 3 results
• Organic = 10 results
• Local = 3-7 results
| 27
Paid Search
Organic Search
Local Search
Organic Search
March 11, 2014 | #BeyondListings
28. Owning More Real Estate
Local goes beyond Google
Maps
Directories are taking up
prime real estate in organic
Find out the directories
relevant to your industry &
optimize
| 28
Yelp
Yellowpages
March 11, 2014 | #BeyondListings
29. Owning More Real Estate
Align your local, paid &
organic search strategy
Maximize coverage for
important queries
Cannibalization is a good
thing when you’re owning
the 1st page
| 29
Conn’s Paid
Conn’s Organic
Conn’s Local
March 11, 2014 | #BeyondListings
30. How do I approach local search?
The Mobile Effect
| 30 March 11, 2014 | #BeyondListings
31. Hey Tina, Conn’s
gets good
conversion from
local traffic, but
why?
User experience at
every touch-point
matters!
31
| #BeyondListings
32. The Mobile Effect
| 32
More people are searching on their phones… DUH!
But seriously, this is a big deal for local marketing!
US Local Search Market
March 11, 2014 | #BeyondListings
33. | 33
84% of smartphone owners
regularly use map applications
March 11, 2014 | #BeyondListings
34. | 34
40% of all Yellowpage.com traffic
comes from mobile
March 11, 2014 | #BeyondListings
35. | 35
MapQuest App has over
40 million downloads
March 11, 2014 | #BeyondListings
36. | 36
11 million monthly mobile Yelpers
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37. | 37
Apple Maps reaches
23% of smartphone users
…you can’t really
delete that one though
March 11, 2014 | #BeyondListings
38. The Mobile Effect
Mobile traffic takes up the
lion’s share local search
visitors
Pro Tip: Use tagged URLs
in order to see all traffic
coming through mobile
applications
Or else it will come as
direct traffic
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39. The Mobile Effect
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Local / Mobile traffic has a very high propensity to buy!
Have a good mobile experience
Have an end game / mobile conversion path
March 11, 2014 | #BeyondListings
40. Take Aways
• Local Search is evolving
• Your customers are using Local Search
• Google, Yahoo & Bing are emphasizing Local Search
• You’re competition is investing in Local Search
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41. So What Now?
1. Perform a Local Search Audit
2. Syndicate through aggregators (still a major factor)
3. Owner Verify & Optimize relevant local listings
4. Use content research to enhance listings
5. Align your overall digital strategy with local search in
order to maximize search coverage
6. INTEGRATE!
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43. About ethology
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Ethology is a full-service digital marketing agency that helps
challenger brands connect with their customers through the
integration of research, strategy, and execution at all points of
brand engagement.
We differentiates our digital agency from others in two distinct
ways:
•By planning digital campaigns from the bottom up, mining
data from your target audience’s behavior and stated desires
to better align your marketing approach.
•Through designing and executing integrated digital
marketing programs that create efficiencies and improved
results.
www.ethology.com