adam dorfman: using data to connect with & convert searchers in near me moments

PowerPoint Presentation

Using Data to Connect With and Convert Searchers in Near Me MomentsAdam DorfmanSVP Product & Technologywww.simpartners.com@phixed#stateofsearch

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But What is A Near Me Moment Reaction Gif

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Photo Credit: Kleiner Perkins Caufield & Byers (KPCB)

This trend will continue and mobile use will continue to growThis chart from Mary Meekers latest deck

So now ready or not we are all mobile marketers and entering a post-mobile era

We are not saying mobile devices are going away, we are saying that we are now entering an era in which everything is mobile3

Photo Credit: thinkwithgoogle.com

And that always-on, real-time access to information has splintered the Zero Moments into Micro-Moments

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Photo Credit: thinkwithgoogle.com

These are the I want to know momentsThe I want to go momentsThe I want to do momentsThe I want to buy moments

How many people here today had one of these moments today? How many have had more than 10 of these moments today?

Many of the micro moments that occur to me when I think about this are light like I want to know when Spectre is playing near me and if it is sold out

But others become more serious. I need an oncologist. I want to refinance my house.5

And, the one type of moment we spend so much of our time thinking about

Are the near me moments6

@phixed#stateofsearch

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Case Study Time

Sample Size: 2,000 Locations

Data Collected: Listing HealthDemographic DataWebsite TrafficOn Page ActionsRankings@phixed#stateofsearch

Sampled evenly across market populations9

Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health@phixed#stateofsearch

Listing Health?

A Truthful Representation of How Accurate Your Listings AreNot All Citations Are Equally GoodWhat Listing (Citation) Health Should Be:@phixed#stateofsearch

https://developers.google.com/maps/showcase/#tags=placesapi

Vertical citations trump domain strength (more often than not)

App citations are growing in importance

Data aggregators (amplifiers) are still incredibly important


A Truthful Representation of How Accurate Your Listings AreNot All Citations Are Equally GoodNot All Inaccuracies Are Equally BadWhat Listing (Citation) Health Should Be:@phixed#stateofsearch

http://www.sycaralocal.com/

https://moz.com/local/

http://www.michaelcottam.com/google-business-page-finder/

http://www.michaelcottam.com/google-business-page-finder/

Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health@phixed#stateofsearch

How Listing Health Impacts Traffic

How Listing Health Impacts On Page Actions

Traffic Quality ImprovesTraffic Quality StabilizesHow Listing Health Impacts On Page Actions

Brands that increased their Listing Health Score by 20% experienced up to:


Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health


Takeaways:

Listing health still matters

Reconsider how you measure listing health success

Make your data available in as many places as possible using data amplifiers

Focus your efforts on the sites and data points that impact you the most


Listing health problems have changed. What was problematic 3 years ago isn't necessarily the same problems now.

Citation accuracy today reminds me of rankings. Yes, they are important to monitor and useful when looking to discover performance opportunities. But in and of itself they can be red herrings

Dont focus on making your data looks right, focus on making it used right

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Hypothesis #2: Traffic from Organic Rankings Converts Better

More LocalMore Organic


What About Conversions?

Messy

https://www.youtube.com/watch?v=oYAbmJaztU4

Notice the 10-20 OPAs as they are the over performers; they tend to have deeper excursions47

Hypothesis #2: Traffic from Organic Rankings Converts Better

Takeaways:

Expect your local search rankings to be the primary source of recovery search traffic

Discovery search traffic will come from both

Google has become adept at sending consistently relevant traffic whether from Local or Organic@phixed#stateofsearch

Hypothesis #3:

Demographic variables affects on-page actions

http://xkcd.com/1138/

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Insert Slide about Machine Learning Algorithms and Marketing to Personas

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IncomeImmigration StatusWork Classification (Govt/Self/etc)Marital StatusIncome Derivation (Interest/Capital Gains vs W2s)Property ValueAgeLanguage spokenVariables considered:http://forum.blockland.us/index.php?topic=238783.0

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On Page Action Performance Variables Overall

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On Page Action Performance Variables Financial Services

Government due to access to Credit Unions and other employer sponsored financial services55

On Page Action Performance Variables Retail

Kids = more stuff to buyMore people in households = more conversations need to happen prior to purchasing56

On Page Action Performance Variables Healthcare

How do we create a persona to market to people that we know this to be true about?57

Hypothesis #3:

Demographic variables affects on-page actions

http://xkcd.com/1138/

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Takeaways:

Hyperlocal + Personas = Scalable Content Strategies

There is an opportunity in addressing underserved communities

Demographics matter and vary based on industry

With machine learning metrics becoming a primary ranking signal, speaking specifically to visitors is a must.@phixed#stateofsearch

In closing


Thank you!

@phixed#stateofsearchwww.simpartners.com