How StorageMart Succeeds in Global & Local Search
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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. How to Succeed in Local & Global Search
- 2. Sarah Little Director of Marketing, StorageMart @LittleBitSarah @StorageMart Eric Rattner Customer Success Team Lead, Trustpilot @EricRattner @TrustpilotUS Speakers
- 3. Trustpilot by the numbers
- 4. StorageMart by the numbers
- 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. StorageMart’s Challenge: Big Brand + Multi-location, Local Businesses
- 7. On-Page Optimization Local Search Factors (According to the Experts) Local Link Signals Google My Business Accuracy External Local Signals
- 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. ON-PAGE OPTIMIZATION: Local Pages
- 10. On-Page Optimization Local Search Factors (According to the Experts) Local Link Signals Google My Business Accuracy External Local Signals
- 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. On-Page Optimization Local Search Factors (According to the Experts) Local Link Signals Google My Business Accuracy External Local Signals
- 13. Audience Question How many of you have checked “Google My Business” for accuracy?
- 15. On-Page Optimization Local Search Factors (According to the Experts) Local Link Signals Google My Business Accuracy External Local Signals
- 16. External Local Signs: Structured vs Unstructured Data
- 17. Reviews Global Search Factors (According to the Experts) Social Signs
- 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. Reviews = Higher CTR
- 20. Reviews: Seller Ratings + Local Organic Placement
- 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. 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. Build Trust on your Website
- 24. Continue to Showcase Trust Throughout the Acquisition Funnel
- 25. Keep Collecting More Reviews
- 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. Reviews Global Search Factors (According to the Experts) Social Signs
- 28. Social Signals
- 29. Social Signals
- 31. WRAP UP WITH Q&A
- 32. THANK YOU
Notes de l'éditeur
- Jordan
- Jordan (Welcome & thank everyone for joining, introduce Sarah & self) Sarah is the Director of Digital Marketing at StorageMart,the largest privately-owned self storage company, where she leads the company’s SEO, SEM, local, social, mobile, and content strategies. Sarah and her team recently launched a new responsive website in July 2015, with a large initiative in schematic markup, dynamic call tracking and analytics. Eric - Team Lead. . .
- ERIC
- SARAH
- ERIC
- SARAH
- SARAH Experts = https://moz.com/local-search-ranking-factors 1.On Page – Presence of NAP, keywords in Titles, Citation Volume, etc
- SARAH
- SARAH NAP Consistency (Name, Address, Phone) Schema.org - an initiative launched in 2011 by Bing, Google & Y! to “create and support a common set of schemas for structured data markup on web pages.” Schematic markup Organization SelfStorage Address Lat/Long OpeningHours Office Hours/Gate Hours – confused Google Local keywords above the fold and throughout Breadcrumbs Title tag: Brooklyn Self Storage Unit Description: StorageMart's Brooklyn self storage units on Wallabout Ave are just east of the BQE and feature climate controlled storage.
- SARAH Experts = https://moz.com/local-search-ranking-factors 2.Local Link Signals - Inbound anchor text, linking domain authority, linking domain quantity
- SARAH It’s about Content Marketing – writing content is not the same as marketing content. “Like we've talked in the past, 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 Local SEO and link building become integrated with Content Marketing and Social, and paid, and email and and and…
- SARAH Experts = https://moz.com/local-search-ranking-factors 3.GMB - Categories, business name, keywords in title/description
- SARAH Ask question – results will show live, comment on them before moving on
- SARAH 1.Name – exact, no keywords or geomodifiers. 2.Not tracking Phone#, 3.Local page URL (can use UTM parameters) 4. ENTIRETY – photos, descriptive copy (unique per listing w/ local info), tour •Issues: Acquisistions – can cause duplicates, inconsistent Citations, etc •Tip: from GMB login, submit map edits
- SARAH Experts = https://moz.com/local-search-ranking-factors 4.Ext Local Signals - Data aggregator, IYP, etc
- SARAH In general, there’s a shift (since the Snack Pack update) from importance of structured versus unstructured citations. “Structured data aspect is now just ‘table stakes’. If you don’t have it, you can be chasing your tail with unstructured and reviews… If you don’t have the fundamental kernel of clean structured data on your own site and on aggregators, you’re not going to show up. Period. …Google is rewarding those quality mentions [Citations] on local news sites, local chambers of commerce, prominent blogs in your area, those sorts of things.” David Mihm
- SARAH Now that we have covered local search factors, you can’t forget about global search. Prospects and customers alike will find out more about your brand via global search, particularly because not all propsects search from the locale they are interested in. Two primary factors that influence global search to focus on are Reviews and Social Signs. Let’s start with Reviews.
- SARAH
- SARAH Listings without reviews are mostly ignored Listing in what the SEO community has defined as the ‘Snack Pack’ can get about 50% of clicks only if there are reviews Organic gets most traffic if there are NO reviews. (30-60% of clicks) Heat map source: Casey Meraz, on Moz.com https://moz.com/blog/the-new-snack-pack-where-users-clicking-how-you-can-win
- SARAH
- ERIC We all know reviews are important but Trustpilot recently conducted research to dive into how reviews affect the Buyer’s Journey. What I think it particulary intersting is the large drop off over 87.2% feel that reviews are either somewhat or VERY IMPORTANT when it comes to deciding who to buy from. http://www.prnewswire.com/news-releases/game-changer-cone-survey-finds-4-out-of-5-consumers-reverse-purchase-decisions-based-on-negative-online-reviews-128670633.html
- ERIC
- ERIC
- ERIC
- ERIC Showcase and collect via your Facebook page Leverage your Trustpilot profile page to collect more reviews and showcase your reputation with third party trust signals built right in
- ERIC
- SARAH Social Signs are also considered to be a factor in global search.
- SARAH It’s no longer wondering if social plays a role in ranking organically but to what extent is the impact. Social signals are increasing in importance and will continue to do so - why?
- SARAH The world is becoming more social. Today’s kids are tomorrow’s consumers - and they are raised on FB, Twitter, Instagram, Pinterest. Based on millennials/generation Z current activity on the web - it can be expected that they will spend more time on social media channels, likely causing an increase in social signals as they grow and interact with their favorite brands on the internet. People already spend more time on social networks than on search engines, and the gap will continue to grow. In addition, people are more likely to trust a website recommended by their friends than by a search engine. Websites with a strong social presence are more easily shareable and accessible, and thus easier to recommend. Search engines can also analyze these shares as recommendations, boosting the credibility (and rankings) of the website. Websites with a strong social presence have better conversion rates and brand loyalty, leading to more sales, more word-of-mouth referrals, and greater brand awareness, which all lead to more positive reviews and inbound links.
- SARAH In summary…
- JORDAN
- JORDAN