david mihm of moz - establishing your brand on the local search frontier at sic2013
DESCRIPTION
Establishing Your Brand on the Local Search Frontier In a space that’s accelerating and evolving as quickly as Local Search, it can be hard to figure out where to build your foundation. The formerly simple paradigm of the print Yellow Pages is now a complex ecosystem of traditional web search players, mobile apps, and social media companies, all vying for consumers’ (and marketers’) attention. Learn how your company (or your clients’ companies) can navigate the brave new world of location-sensitive digital media and set yourselves up for long-term success.TRANSCRIPT
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Establishing Your Brand On the Local Search Frontier
David Mihm
Sea,le Interac3ve Conference October 28 2013
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for local search
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Where things stand in 2013
http://www.rimmkaufman.com/blog/rkg-digital-marketing- report-q1-2013-released/09042013/
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Where things stand in 2013
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Where things stand in 2013
December 4, 2012 May 6, 2013
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Where things stand in 2013
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Where things stand in 2013
http://moz.com/blog/evolution-of-the-local-algorithm-whiteboard-friday
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Establishing Your Foundation
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BRAND
WEBSITE LOCATION
Store Locator, KML, Site Architecture
Google Places For Business
Google Plus Authorship, Publisher
The Most Cri3cal Part of Your Journey
Establishing Your Foundation
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???
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The Website <-‐> Loca3on Connec3on
Tradi3onal directory (at least as an alterna3ve) Unique page for each loca1on
Establishing Your Foundation
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On-‐Page Op3miza3on: Here are the basics. [[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop
http://www.bluewidgets.com/shops/us/portland/hawthorne
Blue Widgets Store – Hawthorne 2500 SE Hawthorne Blvd Portland, OR 97214 555 555-5555 Branch Manager: John Neville [email protected]
See this location on Google Maps Nearest other Portland store locations: • Blue Widgets Portland (Gresham) • Blue Widgets Portland (Jantzen Beach) • Blue Widgets Beaverton
RECEIVE 10% OFF YOUR WIDGET WITH THIS AD CALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])
Popular widgets carried by this store: Indigo Widget Baby Blue Widget Navy Widget
“Got a great deal on my blue widget!” --Kristine Williams from Gresham Have you been to our Hawthorne location? We love getting feedback! Tell us about your experience here
BLUE WIDGET BRANDING + NAVIGATION
Establishing Your Foundation
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On-‐Page Op3miza3on: Here are the basics.
Establishing Your Foundation
[[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop http://www.bluewidgets.com/shops/us/portland/hawthorne
Blue Widgets Store – Hawthorne 2500 SE Hawthorne Blvd Portland, OR 97214 555 555-5555 Branch Manager: John Neville [email protected]
See this location on Google Maps Nearest other Portland store locations: • Blue Widgets Portland (Gresham) • Blue Widgets Portland (Jantzen Beach) • Blue Widgets Beaverton
RECEIVE 10% OFF YOUR WIDGET WITH THIS AD CALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]])
Popular widgets carried by this store: Indigo Widget Baby Blue Widget Navy Widget
“Got a great deal on my blue widget!” --Kristine Williams from Gresham Have you been to our Hawthorne location? We love getting feedback! Tell us about your experience here
BLUE WIDGET BRANDING + NAVIGATION
Title tag must include +Local Business Title
URL should be short but include city name at minimum
+Local Business Title should be in H1 tag
Code contact info schema.org
Include nearby locations for organic linkjuice + stronger location scent
Collect feedback; also push people to prominent local review sites (Yelp, Citysearch, G+, etc)
Embedded MyPlaces map
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Congratulations! You’re ready to embark.
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Making the Website <-> Brand Connection
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Making the Website <-> Brand Connection
Author & Publisher Rela3onships
Author markup Website information Plus page Place information
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Making the Website <-> Brand Connection
Author & Publisher Rela3onships
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Making the Website <-> Brand Connection
Authorship
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Making the Website <-> Brand Connection
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Making the Website <-> Brand Connection
Authorship
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Congratulations! You’ve made the Website <-> Brand Connection
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Making the Website <-> Brand Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
NAP – Name, Address, Phone number
+W (Website)
Cita3ons
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
NAP – Name, Address, Phone number
+W (Website)
Remember
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
Tier One Data Providers Infogroup (expressupdateusa.com) Localeze (webapp.localeze.com) Acxiom (mybusinesslistingmanager.com) Factual (factual.com)
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nSphere Hotfrog Yellow Pages YellowBook Insider Pages Kudzu Manta MojoPages YellowBot MerchantCircle Foursquare
Developing the Brand <-> Location Connection
Bing Business Portal Yahoo! Local (Local newspaper online directory) (Local radio station online directory) (Local TV station online directory) (Local Chamber online directory) Better Business Bureau Superpages Yelp Local.com Citysearch
Tier Two Cita3on Sources
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Developing the Brand <-> Location Connection
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Congratulations! You’ve developed the Brand <-> Location Connection
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Developing Frontier-Worthy Content
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Developing Frontier-Worthy Content
DraZing Compelling Content
Slide courtesy Matt McGee, SmallBusinessSEM.com
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Developing Frontier-Worthy Content
DraZing Compelling Content
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Developing Frontier-Worthy Content
From managers / business owners: • Answer Top 10 ques3ons asked in-‐store. (h/t Aaron Weiche, Spyder Trap)
• Pull from Facebook pages.
DraZing Compelling Content
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Developing Frontier-Worthy Content
DraZing Compelling Content
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Developing Frontier-Worthy Content
From customers: • Video tes3monials with transcripts • Filtered Yelp reviews
DraZing Compelling Content
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Developing Frontier-Worthy Content
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Developing Frontier-Worthy Content
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Developing Frontier-Worthy Content
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Developing Frontier-Worthy Content
From events:
DraZing Compelling Content
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Developing Frontier-Worthy Content
From open-‐source datasets:
DraZing Compelling Content
https://github.com/ericfischer/geotools/blob/master/cleanse.c http://www.socrata.com/customer-spotlight/
http://propublica.org/tools
http://data.gov/opendatasites
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Developing Frontier-Worthy Content
DraZing Compelling Content
http://www.mapbox.com/labs/twitter-gnip/locals/#13/45.5291/-122.5903 http://labratrevenge.com/
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Developing Frontier-Worthy Content
Comparisons:
DraZing Compelling Content
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Congratulations! You’ve developed frontier-worthy content.
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Congratulations! You’ve developed frontier-worthy content.
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Congratulations! You’ve developed frontier-worthy content.
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Congratulations! You’ve developed frontier-worthy content.
Website Location Data
Compelling Content (usually enough in non-competitive markets)
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Amplifying Your Brand at a Local Level
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Amplifying Your Brand at a Local Level
• (Hopefully, an extension of your share-‐worthy content)
• College, school discounts
Link-‐ & Cita3on-‐building at a Local Level
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Amplifying Your Brand at a Local Level
Linkbuilding at a Local Level
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Amplifying Your Brand at a Local Level
Linkbuilding at a Local Level
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Amplifying Your Brand at a Local Level
• Custom Searches
Link-‐ & Cita3on-‐building at a Local Level
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Amplifying Your Brand at a Local Level
Link-‐ & Cita3on-‐building at a Local Level
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Amplifying Your Brand at a Local Level
Some starter ideas: -‐ art/gallery shows [photos/videos] -‐ sports teams [photos/videos] -‐ yearbooks -‐ student groups / compe33ons / journals -‐ dona3on drop-‐off loca3ons
Link-‐ & Cita3on-‐building at a Local Level
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Amplifying Your Brand at a Local Level
Link-‐ & Cita3on-‐building at a Local Level
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Congratulations! You have amplified your brand locally.
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Adding the Social Layer
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Adding the Social Layer: Pass 1 - Reviews
A Smarter Review Process
YES NO
Competitive analysis
Accepts Facebook login
Syndicates far and wide
Send direct links
Send direct link
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Adding the Social Layer: Pass 1 - Reviews
http://www.localvisibilitysystem.com/2013/10/24/comparison-of-local-review-sites-where-should-you-focus-now/
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Adding the Social Layer: Pass 1 - Reviews
In-‐Store Experience Now Front-‐and-‐Center
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Adding the Social Layer: Pass 2 - Facebook
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Adding the Social Layer: Pass 2 - Facebook
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Adding the Social Layer: Pass 2 - Facebook
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Adding the Social Layer: Pass 3 - Twitter
https://twitter.com/search?q=insurance%20near%3A"97209"%20within%3A15mi
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Adding the Social Layer: Pass 3 - Twitter
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Adding the Social Layer: Pass 3 - Twitter
Most influential followers in Portland
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Congratulations! You’ve added the social layer.
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Building Relationships
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Building Relationships: Barlow Road
Holy crap!
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Building Relationships: Barlow Road
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Building Relationships: The Fun Way
Find me: Yelp Users Who have taken the time to set up a custom profile Located in Portland Likely to be Elite Who list their Twitter handle *not foolproof
site:yelp.com/user_details “.yelp.com” intitle:portland "elite '13" my blog or website twitter.com
Finding the Local Influencers
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Building Relationships: The Fun Way
Finding the Local Influencers
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YOUR LOCAL SEARCH JOURNEY IS COMPLETE
Build relationships
Add the social layer
Develop frontier-worthy content
Amplify your local brand
Establish brand <-> location
Establish brand <-> website
Store locator, location pages
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Establishing Your Foundation
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Making the Website <-> Brand Connection
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Developing the Brand <-> Location Connection
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Developing Frontier-Worthy Content
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Amplifying Your Brand at a Local Level
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Adding the Social Layer
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Building Relationships
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YOUR LOCAL SEARCH JOURNEY IS COMPLETE