National Brands and Local Search: Using Insights to Drive Actions
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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 Watch the webinar here: https://www.seoclarity.net/local-search-national-brands-webinar-16733/
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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 Technical difficulties? Click on “Help?” link Use Q+A box Submitting questions to speaker Q+A session at end of webinar Use “Ask a Question” box to submit questions Send questions at any time #DMDwc Viewing Tips
- 3. Today’s Presenters David Mihm Founder Tidings Mitul Gandhi Co-founder and Chief Architect seoClarity Paul Martin Senior SEO Specialist Grainger
- 4. What does a local search look like? @TIDINGSCOTIDINGS.COM
- 6. Maybe in 2007… ...meanwhile, in 2017... @TIDINGSCOTIDINGS.COM
- 10. Local search query volume in the United States from 2014 to 2019, by platform (in billions) @TIDINGSCOTIDINGS.COM
- 15. The Old Days @TIDINGSCOTIDINGS.COM Explicit intent Desktop 10 blue links Organic ______ Today Implicit intent Mobile Knowledge Panels Ads Voice
- 16. What are the major ranking factors? (2017 Local Ranking Factors Survey) Traditional SEO Local DataEngagement @TIDINGSCOTIDINGS.COM
- 17. Ranking Factors Overview (2017 Local Ranking Factors Survey) @TIDINGSCOTIDINGS.COM
- 18. Practically speaking, the basic elements of a local search campaign have become table stakes. @TIDINGSCOTIDINGS.COM
- 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.
- 25. @TIDINGSCOTIDINGS.COM One SEO area that’s not usually a problem for brands.
- 26. @TIDINGSCOTIDINGS.COM Typical Local SEO Scorecard Brands SMBs On-site location x pages Reviews x Citations/data quality x Links x
- 27. WHY do links and reviews (and citations) work? They contribute to Entity Authority. @TIDINGSCOTIDINGS.COM
- 30. @TIDINGSCOTIDINGS.COM “Google wants to be the presentation layer of the internet.” --paraphrase of Cindy Krum, SearchLove San Diego September 2015
- 33. @TIDINGSCOTIDINGS.COM GA discovery 3-Pack Maps iOS Direct (Apple Maps Discovery) In-State Organic Discovery GMB discovery Local vs Organic
- 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
- 36. What does it mean for multi-location brands?
- 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
- 47. How Good is the Customer Experience?
- 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
- 56. What is the ROI of Citation Building?
- 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