local overview local tyler h_03262013
TRANSCRIPT
OPTIMIZING L CAL
using consumer-facing information to supplement organic SEO optimization
milestone internet marketing® - 2013
WHAT IS LOCAL?
Definition: lo·cal (lōkəl)
1. the details and information that appears for an individual business listing, tied to a specific geo-location
2. business data integrated into search engine results, maps, apps, and other consumer products and devices.
N . A . P
locationNAME
G P S
likesfax #
pic
Profile
+1
FOLLOWERS
URL
address
phone
CATEGORY
title tag
OU
TLETS
cover
f low
login
check-inG+email
c i r c l e s
What is Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
What is Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
Used for Mobile Search + Hyper-
Local AppsEnsure Correct Business Info is Shared Online
Effect on Organic Search Engine
Results Ranking
Accurate GPS Location Data
What is Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
SEARCHOPTIMIZATION
STRATEGY
LOCAL+ REVIEWS
What is Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
LOCAL+ REVIEWS
SEARCHOPTIMIZATION
STRATEGY
What is Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
IN SEARCH RESULTS
Beyond its organic impact, Local listings within search engine results are critical due to their display “real estate” on the search results page.
Where is Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
Paid Search
Organic (with rich snippets)
Local
Related/On-Site Outlets and/or Blogs
User-Generated Content Sites
Social Media
Channels
Paid Search
Organic
Local
Related/On-Site Outlets
and/or Blogs
User-Generated Content Sites
Social Media Channels
Paid Search
Organic
Related/On-Site Outlets and/or Blogs
User-Generated Content Sites
Social Media Channels
Local
IMPACT ON SEARCH
Organic results have been more and more fragmented, with the variety of search products offered
2/3 of searches have a local intent, highlighting the importance of relevant, localized results
Why Go Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
6. Quantity and quality of user reviews
Ranking factors for local results varies from channel to channel, but of the typical top 10 factors, Milestone can impact 8 of those factors
1. Physical geo-location of business
2. User location at time of search query
3. Accurate categories selected within listing
4. Quantity of local, authoritative citations
5. Ownership verification and activity on listing
Why Go Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
Besides the benefits of having accurate business and location information, having optimized local listings can help supplement organic website optimization –taking a business from low in the results, to the top of page 1.
Why Go Local?
M I L E S T O N E I N T E R N E T M A R K E T I N G
Why Go Local?
Google results ranking from March, 2012
Why Go Local?
Google results ranking from March, 2013
DATA FEEDS
Beyond the consumer-facing local listings, Milestone utilizes a select group of data feeds to provide authoritative data for those listings to reference.
Using Data Feeds
M I L E S T O N E I N T E R N E T M A R K E T I N G
Using Data Feeds
M I L E S T O N E I N T E R N E T M A R K E T I N G
Beyond data feeds, many other quasi-local websites influence the data found on the primary set of local listings.
Local ‘Influencers’
M I L E S T O N E I N T E R N E T M A R K E T I N G
Local ‘Influencers’
M I L E S T O N E I N T E R N E T M A R K E T I N G
LOCAL CHANNELS
Local Listings
M I L E S T O N E I N T E R N E T M A R K E T I N G
Local Listings
M I L E S T O N E I N T E R N E T M A R K E T I N G
Local Listings
M I L E S T O N E I N T E R N E T M A R K E T I N G
Local listings have the power to influence potential customers through reviews, images, offers, social posts, and most importantly –accurate business information!
Local Listings
M I L E S T O N E I N T E R N E T M A R K E T I N G
Accurate Name, Address, Phone Number
Correct URL, verified and linked to website
Optimized Content for Descriptions & Posts
Proper Categories selected for Business
Profile, Cover and Business images
Manager access to listing (where available)
Accurate geo-location of map marker
Key Elements of Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
M I L E S T O N E I N T E R N E T M A R K E T I N G
Google is the most popular search engine, with more than two-thirds of the desktop market and nearly 90% of all mobile search queries
Correct UNAP and contact information
Optimized Images for profile, cover and of property
Accurate map marker location
Correct Categories
Merged and verified
Optimized content
ZAGAT generated score
Get Custom URL: +HyattEscalaLodge
User Reviews of Business
Google+ Local has become more and more integrated with other, internal Google products as the platform matures into a “hub” for Google
M I L E S T O N E I N T E R N E T M A R K E T I N G
Having optimized outlets increases organic traffic from local, and ensures user-generated content is directed to the correct business listing…
M I L E S T O N E I N T E R N E T M A R K E T I N G
Google Photos for Business™, is also know as Google Inside View
Prices will vary slightly by region, but because of relationships with photographers, Milestone will be able to offer discounted prices to Local clients
M I L E S T O N E I N T E R N E T M A R K E T I N G
M I L E S T O N E I N T E R N E T M A R K E T I N G
Google Inside Maps is built-in to the Maps program, and allow customers to explore exact locations of outlets, shops, restrooms, etc.
Google will integrate these Inside Maps with their Google+ system, and allow user to locally socialize within businesses, parks, malls and other spaces.
M I L E S T O N E I N T E R N E T M A R K E T I N G
M I L E S T O N E I N T E R N E T M A R K E T I N G
Bing
M I L E S T O N E I N T E R N E T M A R K E T I N G
Bing is the default search engine for all of Windows products (mobile and desktop), and is heavily tied-in with Facebook’s billion-plus users
Additionally, Bing distributes its information to sources like TripAdvisor, Facebook, and Garmin GPS units
Bing
M I L E S T O N E I N T E R N E T M A R K E T I N G
Facebook and Bing’s search partnership has become even more important, with the launch of Facebook Graph Search, highlighting social impact on search results
Bing + Facebook
M I L E S T O N E I N T E R N E T M A R K E T I N G
As Facebook expands more and more into local business listing and local business reviews, expect it to play a larger and larger impact on organic search influence
Bing + Facebook
M I L E S T O N E I N T E R N E T M A R K E T I N G
MAPS
Yahoo!
M I L E S T O N E I N T E R N E T M A R K E T I N G
Yahoo! has recently increased the number of third-party partnerships to better compete, and has an active user-base of over 300 million for its various products
Nokia
M I L E S T O N E I N T E R N E T M A R K E T I N G
Nokia has had a mapping program for mobile devices and GPS for well over a decade, and with their app now a top location and local app on Windows phone.
After a poorly-received debut by Apple Maps, Nokia Maps gained a share of iOS market
Nokia also has a well-respected mapping program used by many other companies – such as Bing Maps and even auto companies like Toyota.
Nokia
M I L E S T O N E I N T E R N E T M A R K E T I N G
Foursquare
M I L E S T O N E I N T E R N E T M A R K E T I N G
Foursquare has developed from a mobile-only social media app, into a full-fledge local information and user review channel.
Yelp
M I L E S T O N E I N T E R N E T M A R K E T I N G
The most popular mobile review app also provide business data and reviews to other local listings, such as Apple’s iOS Maps and Bing Local
Yelp business listings are further enhanced with business specialties, responses to user reviews, business photos, and trackable check-in offers.
Yelp
M I L E S T O N E I N T E R N E T M A R K E T I N G
Apple
M I L E S T O N E I N T E R N E T M A R K E T I N G
In 2012, iPhone and iPad users spent 30% in hospitality than other consumers, and with its new default map app, Apple is expanding into Local
Apple Maps does not yet have a listing management system, and instead relies on other data sources
Apple
M I L E S T O N E I N T E R N E T M A R K E T I N G
Mapquest
M I L E S T O N E I N T E R N E T M A R K E T I N G
Once a mapping-only program, Mapquest has recently branched out in the “local listing market” with has a user-facing local product that can compete head-to-head with the most popular mobile apps
TripAdvisor
M I L E S T O N E I N T E R N E T M A R K E T I N G
TripAdvisor is a strong source of authoritative information for hotels, and their outlets – and can be a good source of highly-interested traffic (with an “business listing”)
LOCAL MANAGEMENT
In order to control the information, and any available social options and offers, businesses have the ability to access all of their local listings
Managing Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
In order to allow clients to directly communicate to users – both through social media posts and from responding to reviews – Milestone will create management access credentials, per the clients request.
Growing the number of ‘followers’, ‘likes,’ user reviews, ‘+1s’ and check-ins, will all positively impact organic traffic.
Social Signals
M I L E S T O N E I N T E R N E T M A R K E T I N G
For most posts, you’ll want to highlight any of the following items:– Major Events near the property (i.e. Sports, Community,
Conferences, etc)
– Events happening on-property (especially for Resort properties)
– Updates and Events related to major Holidays
– Specials and Promotions being offered by the business
– Interesting facts, pictures or videos related to the business or region
Besides an engaging topic, make sure to have a link somewhere in the post to bring people to the conversion point
Social Signals
M I L E S T O N E I N T E R N E T M A R K E T I N G
Sign-in to Google, using the designated group login…
Posting on Google+
M I L E S T O N E I N T E R N E T M A R K E T I N G
this information pertains only to Google+
Copy and paste the G+ page URL from the “PIN” sheet into the address bar…
Posting on Google+
M I L E S T O N E I N T E R N E T M A R K E T I N G
this information pertains only to Google+
Go to the ‘Posts’ tab and click on the ‘share what’s new…’ box (shown below)…
Posting on Google+
M I L E S T O N E I N T E R N E T M A R K E T I N G
this information pertains only to Google+
Determine your post content and post type…
Posting on Google+
M I L E S T O N E I N T E R N E T M A R K E T I N G
this information pertains only to Google+
Add an Image Link a Video Host an Event Link to a URL
Include an image from your albums, or
upload a new file
Upload or link to a video on YouTube
Create an event at the business, and
send invites
Add a link to another website in
your post
Enter your post content here, and
add any multimedia below…
Posting on Google+
M I L E S T O N E I N T E R N E T M A R K E T I N G
this information pertains only to Google+
Congratulations! Your post is now live on Google+
Posting on Google+
M I L E S T O N E I N T E R N E T M A R K E T I N G
this information pertains only to Google+
USER CONVERSION
Content created by users –whether its social posts, business reviews or blog articles – impact organic ranking.
Local listings are now integrated with user content channels –both social and review opportunities
User-Generated Content
M I L E S T O N E I N T E R N E T M A R K E T I N G
Ratings and review heavily impact both organic ranking, and consumer conversion rates…
User-Generated Content
M I L E S T O N E I N T E R N E T M A R K E T I N G
Mobile search represents the largest area of growth in the search engine industry – with well over 12 billion local search queries in 2012
CITED: http://searchengineland.com/analyst-mobile-to-overtake-pc-for-local-search-by-2015-119148
Mobile + Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
CITED: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/d
Mobile + Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
CITED: http://www.howtogomo.com/en/d/why-go-mo/#mobile-best-practices
Mobile + Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
CITED: http://www.business2community.com/sales-management/5-top-of-funnel-fixes-for-lead-degeneration-0407353
Mobile + Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
http://www.comscore.com/Insights/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior
CITED: http://searchengineland.com/4-mobile-search-trends-tackled-at-smx-west-2013-151657
Mobile + Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
Mobile + Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
Mobile + Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
When potential customers search
hotel near sfo
When potential customers search
will they find you?
Mobile + Local
M I L E S T O N E I N T E R N E T M A R K E T I N G
With the ever increasing amount of search volume coming from mobile devices, especially with search queries with local intent, having accurate local listings is no longer a choice.
Local ‘Influencers’
M I L E S T O N E I N T E R N E T M A R K E T I N G
TROUBLESHOOTING
Otherwise known as URL, Name, Address and Phone Number; having correct UNAP across the web is a crucial ingredient for search optimization efforts
Common Issues
M I L E S T O N E I N T E R N E T M A R K E T I N G
Having inaccurate UNAP on any one local listing or local ‘influencers’ can result in a compounding “snowball effect” as bad data is shared across the web…
Common Issues
M I L E S T O N E I N T E R N E T M A R K E T I N G
Common Issues
M I L E S T O N E I N T E R N E T M A R K E T I N G
Beyond initial and on-going optimization of listings, Milestone reviews local listings to ensure continuous accuracy
Milestone uses advanced industry resources to troubleshoot any and all issues that are encountered
Troubleshooting
M I L E S T O N E I N T E R N E T M A R K E T I N G
Internal Analytics Analysis and Edits
“On-Page” User Edits to Listing
Use Map Editors, per each Platform
Escalation + Advanced Support Forms
Communication with Product Managers
Troubleshooting
M I L E S T O N E I N T E R N E T M A R K E T I N G
Milestone Account Managers and Local Team members have advanced resources at their disposal, to efficiently resolve issues if and when they may arise.
Troubleshooting
M I L E S T O N E I N T E R N E T M A R K E T I N G
With a close relationship with Google product managers, Milestone uses current best practices and troubleshooting tactics.
Google Support
M I L E S T O N E I N T E R N E T M A R K E T I N G
Milestone also utilizes Google+ Local support in major metro areas…
Google Support
COMPARE + CONTRAST
Local Services
M I L E S T O N E I N T E R N E T M A R K E T I N G
•Large volume of channels•Proprietary listings•Variety of feed types•Features such as menus & event options
Local Services
Local Services
•Useless “junk” listings•No duplicate removal•Added Fees for support•Limited customer service•Risk of creating duplicates•No access to some listings•Can’t respond to reviews
•Large volume of channels•Proprietary listings•Variety of feed types•Features such as menus & event options
Local Services
Local Services
•Verified business UNAP•Mix of local channels•Efficient “feed” setup•Useful add-ons like floor plans, offers and social media
Local Services
•Listing manager access+
•Post social content +
•No “junk/fluff” listings•Respond to your reviews +
•Adhere to SEO best practices
•Track impact of local*
+ = for channels with social
* = when analytics available
•Verified business UNAP•Mix of local channels•Efficient “feed” setup•Useful add-ons like floor plans, offers and social media
•Advanced troubleshooting
Local Services
Local Services
Milestone’s Local Business services provide a superior way to identify, troubleshoot, verify andinteract with consumers through local search optimization, not with adding “fluff” listings.
Local Services
Milestone Local vs. Yext is a lot like comparing Apples to Oranges…
Local Services
LOCAL OPTIMIZATION
Submission into Data Feeds
Verification and Optimization of Listings
Supplemental Data Feeds and Secondary listings
Advanced features within Local listings
Troubleshooting of listings, if necessary
Local Optimization
Optimization of Additional Business outlets on Google+ Local
Mapquest Local listing
Google ‘Inside View’ and Floor Plan Optimization within Google Maps
TripAdvisor ‘Enhanced’ business listing
Ad-Hoc Local Troubleshooting
Local Optimization