Nearly 9 out of 10 consumers conduct local searches on their smartphones and 50% of consumers visit a store within a day of their local search. Knowing that the top three organic search results on Google get more than 60% of the traffic, are you doing enough to make sure your brand and your locations show up among them? In this webinar we’ll discuss the new realities of local SEO and how to manage it in the mobile era, focusing on: • How mobile has dramatically changed local search • What determines rankings for brick-and-mortar brands • How to optimize the local search ecosystem • What needs to change from previous SEO approaches • How social engagement is influencing search results

1. WEBINAR:
Optimizing for Search and
Discovery in the Mobile Era
DELIVERED BY
Rob Reed, Founder of MomentFeed
September 9, 2014

2. Overview
2
Rob Reed,
Founder of MomentFeed
Authenticity Matters
• Why Facebook Likes Don’t Matter Anymore
• New Marketing Asset: The Digital Identity of Your Business Locations
• The Year of the Instagram Strategy - How Marketers Should Approach the
Instagram Channel
• Optimizing for Search and Discovery in the Mobile Era
• How Mobile is Revolutionizing Shopper Marketing
• Managing Social Media for Franchises - Maintaining Brand Integrity While
Empowering Franchisees

3. 1. Why care about search and discovery?
2. How has search and discovery changed?
3. What are the challenges?
4. Doing it right

4. Why Care About Search
and Discovery?

5. Traffic
• The top three organic
search results on
Google get over 61%
of the traffic
• 50% of consumers are
more likely to click on a
search result if the
brand appears multiple
times on the results
page
• 1% of all clicks are to
“next page”
5
61%
of traffic
Sources: Chitika, Brafton, Mediative

6. Purchase Intent
6
Smartphone Computer/Tablet
50% 34%
% of consumers who visit a store within a day of their local search
Source: Google Study

7. Revenue
7
Local Searches Non-local Searches
18% 7%
18% of local searches lead to sales (compared to 7% for non-local searches)
Source: Google Study

8. How Has Search and Discovery
Changed?

9. The Algorithm is Constantly Evolving
9
890
changes
400
changes
550
changes
2009 2010 2013
One Change Per Day
Source: Search Engine Land

10. Google Search Engine Result Pages
10
2005
Typical 2005
Google SERP
2014
Local Listings
Right Rail Map
Carousel Paid
Listings
Thumbnail Images
Star Ratings
Mediative 2014

11. The “Golden Triangle”
11
• In 2005 the “Golden Triangle”
was an area of concentrated
gaze activity at the top-left corner
of a search results page
• If your listing was not in the
“Golden Triangle”, your odds of
being seen by a searcher were
small
• Red areas are where
participants spent the most time
looking

12. New SERP
12
• While the “Google Triangle” still exists
during some search scenarios, it isn’t
as prevalent
• Top organic results aren’t always in
the top-left corner, so users look
elsewhere to find them
• Mobile devices have conditioned
searchers to scan vertically rather
than horizontally

13. A Data Ecosystem Has Formed
13

14. 14
A Data Ecosystem Has Formed

15. Content & Social
15

16. What are the Challenges?

17. Manage and Control Your Own Data
17

18. Local Search Engine Optimization
Local Links + Local Content + Local Engagement = Local Pizza Place
18

19. Distributing Content
19

20. Responding to Customers
20
of clicks in a search
for restaurants were to popular
review/ratings sites
say an online review is equally
as important as a personal
recommendation
91%
Shoppers who read brand
responses that offer to refund,
upgrade, or exchange products
are 92% more likely to purchase
9/10
Facebook
Yelp

21. Doing it Right

22. Local Descriptions
22

23. Consistent Branding with No Duplicates
23

24. 24
Location-Specific Content

25. Curating & Sharing Content
25

26. 26
Engagement at Each Location

27. 27
Accurate Location Information

28. 28
Optimized for Search & Discovery

29. How Do You Do It?
29
1. Consistency counts
2. Cross-channel linkages are key
3. Localize your content
4. Publish early and often
5.Quality counts

30. What to Avoid
• Incomplete or inaccurate location data
• Missing presence on key platforms
• Inconsistent location data across platforms
• Generic content on Google, Facebook and Store Locator
• Lack of fresh engaging content on Local Pages
• High volume of duplicate pages
30

31. MomentFeed
• Today consumers demand
authentic, locally relevant
messages from brands
• MomentFeed allows you to deliver
locally relevant content to all of your
local assets in an easy and scalable
way
• The MomentFeed Local SEO
Solution optimizes and
synchronizes location data and
content across channels, forging
the critical linkages that drive local
SEO.

32. Value of MomentFeed Local SEO
32
1. Higher Rankings in Local Search Results
2. Prominent Placement in Google Carousel
3. Increased Visibility of Local Listings Across Platforms
Local SEO = More Customers & Revenue

33. MomentFeed Connects The Dots
33
Forming the critical local SEO linkages

34. PinSync for Local SEO
34
• Complete and accurate local listings
• Data optimization for search and social
• Cross-channel link building
• Store locator and landing pages
PinSync
Optimize • Page de-duplication
the information and content
that forms a unique identity
for each location

35. LocalVoice for Local SEO
35
• Social publishing that drives local SEO
• Fresh, authentic local content
• Automated localization of creative
• Publish to owned and unowned channels
LocalVoice
Engage
consumers with authentic,
locally relevant paid,
earned, and owned media

36. The Complete Local SEO Solution
36
PinSync LocalVoice
• Social publishing that drives local
SEO
• Fresh, authentic local content
• Automated localization of creative
• Publish to owned and unowned
channels
• Complete and accurate local listings
• Data optimization for search and social
• Cross-channel link building
• Store locator and landing pages
• Page de-duplication
+

37. Un-Optimized PinSync Data
Generic Brand URL
Generic Description
No Vanity URL
Missing Hours
No Facebook
Category
No Location Photo

38. Optimized PinSync Data
Location-Specific URL
Location-Specific
Description
Local Vanity URL
Accurate Hours
Proper
Categorization
High-quality
location photo

39. Rank Tracker
39
Carousel
Place Rankings

40. Improve Customer Service
• All posts/reviews centralized into one area
• Respond to reviews in bulk
• Dynamically insert relevant information

41. 41
MomentFeed Platform

42. Questions?
42

43. NEXT WEBINAR:
How Mobile is Revolutionizing Shopper
Marketing
Tuesday, October 7 at 10AM PST
• Turning digital media into a profit center, instead of a cost center
• How suppliers can be utilizing shopper marketing through their retailers
• How distributors can work with suppliers to advance shopper marketing (with
a case study on 7 Eleven)
• What the future looks like with the power of the iBeacon on the horizon

44. DELIVERED BY
Rob Reed
Founder
rob@momentfeed.com
www.momentfeed.com