At LSA|14, Local Market Launch discussed how consumers looking without a brand in mind is really the true growth opportunity in local search online and also the vast majority of the searches taking place.

1. Twitter: @gideonrubin
gideon@localmarketlaunch.com

2. Branded vs. Unbranded
Search

3. +
Pasadena
vs.
+
Pasadena
Plumber

4. +
Santa Barbara
vs.
+
Santa Barbara
Auto Parts

5. +
Huntington Beach
vs.
+
Realtor
Huntington Beach

6. “So while many local searchers are looking for “name in mind”
information, a substantial number don’t have a specific
business in mind (especially tablet users).”*
Source: searchengineland.com/study-78-percent-local-mobile-searches-result-offline-purchases-188660

7. Factual vs. Editorial

8. 19
10
11
6
13
02
08
3
8
= editorial
Factualvs.Editorial

9. 97
33
144
26
32
65
06
27
16
128
05
21
= editorial
Factualvs.Editorial

10. 73% Lose Trust in Brands Due to its
Inaccurate Content Online
Source: searchenginewatch.com/article/2338839/73-Lose-Trust-in-Brands-Due-to-Inaccurate-Local-Business-Listings-Survey

11. • Consumers need to be able to
trust the data they find about a
business
• There’s nothing more frustrating
than turning up at a shop or
restaurant which has closed
down, moved or never even
been located at that address!
Getting Your Brand Found by Consumers
brightlocal.com/2013/09/23/expert-citation-survey-2013
Your Brand Must Have Accurate Data Online
Wrong address
0 Reviews
Corrected Address
81 Reviews

12. • Richness refers to
descriptions, photos, hours,
etc.
• Knowing the type of services,
opening hours, payment
options is useful information
for potential customers.
• It also supports the data you
load into Google+ and gives
Google further proof points to
corroborate the data it has
about a business
brightlocal.com/2013/09/23/expert-citation-survey-2013
The “Richness” of Listings are Important
Before
After
Getting Your Brand Found by Consumers

13. Unique editorial content has a higher intrinsic value
• Challenging to create and scale.
The Real Value is in “Editorial” Content
The easiest editorial content
• Original description of a company’s
products or services

14. How Much Content to Produce?
81% of
users expect
businesses to
respond on
social media
Companies with the highest levels of social activity
grew their sales an average of 18% per year,

15. SPEND AND PRAY

16. Strategic Local Presence Budget
Content
Search
Long-Term Value

17. Twitter: @gideonrubin
gideon@localmarketlaunch.com