National brands with hundreds – if not thousands – of locations face a daunting challenge. With nearly one third of all mobile searches now related to location, the competition for visibility at the local level has heated up.
Once a brand has submitted its data to data aggregators, then what? How can brands leverage performance metrics and data to measure their local search performance and take action on it?
Join our SEO and local marketing experts for an in-depth look at the growth of location-oriented search, the key metrics every brand should track to measure local search performance, and the actions that can help improve your local performance.
This deck covers:
• Understand local search intent.
• Understand the key metrics every multi-location business
should track
• Uncover hidden insights from your reviews
Enhancing Business Visibility PR Firms in San Francisco
National Brands and Local Search: Using Insights to Drive Actions
1. National Brands & Local Search:
Use insights to drive actions
Thursday, April 20, 2017
1:00pm EDT
Speakers:
David Mihm, Founder, Tidings
Paul Martin, Senior SEO Specialist, Grainger
Mitul Gandhi, Co-founder and Chief Architect, seoClarity
2. Turn Off pop-up blockers
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Click on “Help?” link
Use Q+A box
Submitting questions to speaker
Q+A session at end of webinar
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Send questions at any time
#DMDwc
Viewing Tips
19. Practically speaking, the
basic elements of a local
search campaign have
become table stakes.
@TIDINGSCOTIDINGS.COM
Discoverable, authoritative page per location
Handful of reviews per location
Accurate location data on critical sites in the ecosystem
Links from a few trusted local or industry sites
What are the stakes?
20. H1 / Title: Good keyword usage, including location
NAP in HTML
Embedded Google Map
Hours
“Unique”
content
@TIDINGSCOTIDINGS.COM
24. @TIDINGSCOTIDINGS.COM
What are the critical sites?
Primary Aggregators
Major consumer portals
Key vertical and local sites
…nothing else is worth your
time or money.
34. What can you
do about it?
tidings.com/adapt
Think of your website and local profiles
as anAPI. (store locators become
CRITICAL here)
Build engagement across all media—
reviews are #1 right now.
Recognize that Google is devouring up
to 75% of Local clicks to your website.
@TIDINGSCOTIDINGS.COM
37. About Grainger
• B2B industrial supply company (Safety,
Operations, Maintenance)
• 11th largest ecommerce site (Internet Retailer)
• ≈ 25,000 Employees
• 255 Branches throughout the US
Paul Martin
Sr. SEO Specialist, Grainger
38. Challenges
Why Local Search for Grainger?
• The branches are a competitive advantage
• Need up-to-date and accurate data in Google maps and other
directories
• Bridge gap between branches and website
• Online revenue generator with branch web pages
Challenges:
• Collecting Google My Business data
• Managing reviews
• Web development resources
39. Solutions
Solutions to Optimize for Local:
• Aggregate view actions taken within location pages
• Understand holistic picture of how users found locations on maps or search BEFORE
visit to locations page on www.grainger.com
• Complete view of insights for all locations to filter by region, state, etc.
40. Local SEO
Foundational Factors
Location Landing Pages
GMB Submission
Citation building
Competitive Differentiators
Listing Optimization
Reviews Management
Insights Driven Strategy
41. Where do SEOs Spend Their time?
Audience Poll
Choose the area where you spend the MOST amount of time
with Local SEO
• Landing Pages
• GMB Submission
• Citation Building
• Listing Optimization
• Reviews Management
• Leverage Insights
42. What Our Survey Showed
Local Landing
Pages
13%
GMB
Submission
10%
Citation Building
70%
Listing
Optimization
5%
Reviews
Management
1%
Leverage Insights
1%
43. The Next Level of Local SEO
“Citations are mostly commoditized at this point, so having NAP
consistency and coverage on its own doesn’t offer competitive
advantages.”
Dev Basu, Powered By Search
(Source: Moz, 2017 Local Search Ranking Factors Study)
44. The Next Level of Local SEO
Foundational Factors
Location Landing Pages
GMB Submission
Citation building
Competitive Differentiators
Listing Optimization
Reviews Management
Insights Driven Strategy
45. Google’s Recommendations
Can’t find your business?
Improve your info.
- Enter complete data
- Verify your location(s)
- Keep your hours accurate
- Add photos
- Manage and respond to reviews
How Google determines local
ranking
- Relevance
- Distance
- Prominence
“Google review count and score are factored
into local search ranking: more reviews and
positive ratings will probably improve a business's
local ranking. ”
Source: Improve your local ranking on Google
https://support.google.com/business/answer/7091?hl=en
46. Why Focus on Reviews?
No Reviews,
No website
High ratings,
lots of
reviews &
website link
48. “More and more I can see a push towards user reviews as a
major ranking factor … Links started as a “vote” for a good
website; what’s more powerful than a rating & explanation why a
business received that grade? ”
Eric Rohrback, Gemini Guys
(Source: Moz, 2017 Local Search Ranking Factors)
49. Google My Business is Great, But
Challenging for multi-location
brands
- No roll-up reporting
- No unified review management
- Difficult to access insights
- Poor access control
- And more!
50. Insights Drive Better Strategy
For multi-location brands
- Which regions have declining ratings?
- What is the key theme of reviews by region?
- How do reviews impact visibility?
- What is the impact of citation building?
- What actions do customers take after viewing listing?
- … And more!
51. How Well are Your Customers Engaging?
Avg Reviews per location
- Which locations/regions are below the average and
need help?
52. How Do They Perceive Your Business?
Average Rating
- Which regions have below average ratings over time?
53. “You can try to game the search results all you want, but if your business is
consistently getting bad reviews, you have other issues to worry about.”
Casey Meraz, Juris Digital
(Source: Moz, 2017 Local Search Ranking Factors)
54. Which Customers Need Attention?
Reviews by Star Rating
- Compare regions and
locations to identify issue
areas
55. What is Important for Your Customers?
- Driving Directions
- Ensure hours are 100% accurate
- Website clicks
- Ensure content focused on
engagement
- Phone
- Ensure fast, friendly response time
57. Introducing - LocalClarity
Optimize the Foundations
Location Landing Pages
A custom-built, mobile-friendly, turn-key
store locator & local CMS
GMB Submission
Checked, verified and cleansed data
submission
Citation Building
Effortless distribution to all major
aggregators
Build the Differentiators
Listing Optimization
Ensure consistency and optimization of
every listing
Reviews Management
Build your reputation and stay on top of
all your reviews - effortlessly
Insights
Identify opportunities and challenges
and prove the ROI of your efforts
58. FREE Beta Access
Simply sign up to the beta access list via this special
landing page
www.localclarity.com/localwebinar
