Common Local Search Pitfalls (and how to avoid them) - Monica Ho
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Common Local Search Pitfalls (and how to avoid them) As local, mobile and social converge - online search is proving to be a driving force behind consumer purchase decisions. Hear from 15miles proprietary research study on consumer behavior and learn what the common pitfalls of local search are and how to avoid them. * Monica Ho, SVP, Marketing & Creative, 15miles
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Common Local Search Pitfalls (and how to avoid them) - Monica Ho
- 1. Online Marketing Summit MILWAUKEE | JUNE 28, 2010 Local Search Pitfalls: (and how to avoid them) Monica HoSVP, Marketing15miles 1
- 5. Local portal search experienced 29percent growth
- 6. IYP/Local sites experienced 17 percent growth
- 7. 30 percent of all queries have some sort of local intent2
- 8. 80 percent of consumers expect businesses in their search result to be within 15 miles of their location1Source: 1 TMPDM/comScore Local Search Usage Study 2008/2009 2Piper Jaffray 2008 research paper
- 11. Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses
- 13. Goal of Local Online Business Search Read Ratings and Reviews 3% Other 2% Get hours of operation 6% Research Products 12% Find a business with product/service needed 26% Driving Directions 9% Address/Location 21% Phone Number 21% Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
- 15. 37% visited the business location
- 16. 11% contacted onlineAddress/Location 21% Phone Number 21% Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
- 17. Pitfall # 1: Failure to Plan = Plan to Fail Pitfall # 2: There Is No Silver Bullet Pitfall # 3: Thinking National is Local Pitfall #4: Burying Your Head in the Sand Pitfall #5: Measuring Actions, Not Outcomes
- 20. Brand building
- 22. Holistic Strategy Consumers Use Multiple Sources Source: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
- 25. Social Media & MobileSource: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
- 27. SuperPages.com
- 29. Yahoo! Local
- 31. Yahoo!
- 32. Bing
- 33. EtcSource: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
- 34. Pitfall # 1: Failure to Plan = Plan to Fail Pitfall # 2: There Is No Silver Bullet Pitfall # 3: Thinking National is Local Pitfall #4: Burying Your Head in the Sand Pitfall #5: Measuring Actions, Not Outcomes
- 38. Geo-specific modifiers on keywords
- 39. Locally relevant messages facing business searchersHome Remodeling Chicago Expert remodeling services. Call for a quote– 773.756.5860. Handyman.net Chicago, IL
- 40. Simplifying The Search Experience Simple one click to complete local listings Must visit corporate website, then find where to search for a local listing (didn’t you just do that??)
- 41. Pitfall # 1: Failure to Plan = Plan to Fail Pitfall # 2: There Is No Silver Bullet Pitfall # 3: Thinking National is Local Pitfall #4: Burying Your Head in the Sand Pitfall #5: Measuring Actions, Not Outcomes
- 42. Importance of User Reviews Are you listening? Importance Of Consumer Ratings and Reviews (top 2 box rating on 5 point scale) Usage of Consumer Ratings and Reviews 27% Used to make purchasing decision 73% Source: TMPDM/comScore Local Search Usage Study 2009
- 44. Prompt, courteous response from the Manager
- 45. Shows respect for customer (past & future)
- 46. No public response from the owner
- 47. Presumed to not care to voice their opinion
- 50. Search Engines
- 51. Angie’s List
- 53. Hyper Local & Industry Related Blogs
- 59. In-store coupon redemption etc.
- 62. EFFECTIVE LOCAL SEARCH MARKETING Review 6/28/2010 30
- 63. Brief Summary #1 - Failure to Plan = Plan to Fail Goals Goals Goals Platforms Monitoring Targeting Tracking
- 65. Search Engines, IYPs, Social Media etc.Monitoring Targeting Tracking
- 68. Deliver on ad promises
- 70. Search Engines, IYPs, Social Media etc.
- 71. Listen to the market
- 73. Deliver on ad promises
- 75. Search Engines, IYPs, Social Media etc.
- 76. Listen to the market
- 78. Deliver on ad promises
- 80. 262-439-3737
- 82. 37 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit
Editor's Notes
- Bing Maps / Local data only available from June ‘09 forward.
- Effective local search programs can be complicated. It’s more than simply appearing near the top of search results…
- Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
- Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
- Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
- Local Search should = Local Results
- While most local business searchers consider consumer ratings and reviews to be important, just over one-quarter actually used consumer reviews during their visit.Importance of ratings and reviews has stayed the same YoY; however, these are more important to users of general & local search sites compared to those using IYP sites.
- By actively monitoring user reviews, this hotel manager was able to communicate with this customer (and future potential customers) about the experience. - Rather than responding with a professional, caring tone, this Chiropractor has opened up further negative reviews. Understanding that reviews are part of today’s business world is vital – and even more vital is how you respond.
- CPC and Conversion avg’s just for example purposes