local search is the game
TRANSCRIPT
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#pubcon
Mike Stewart The Founder, Status26
Inc.
@realmikestewart
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#pubcon
WHAT I BELIEVE
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#pubcon#localsearch is #directionalmedia #marketing
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#pubcon
Building a Strategic Local Search Marketing StrategyT-26 SECONDS
BEFORE LIFTOFF THE FUEL IGNITION
SEQUENCE BEGINS, THERE IS
NO SECOND CHANCE FOR
LAUNCH
60 SECONDS AFTER
LAUNCHING YOUR BRAND IS
TRAVELING OVER 1000MPH HAVING
CONSUMED 1 MILLION
GALLONS OF FUEL.
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#pubcon
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#pubcon
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#pubcon
“Socialized” Fiat Currency
#agencycurrency
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#pubcon
The next thing you know is you’ve got a wife, a kid and a mortgage and someone is telling you what to do.
Local SEOis a
game.Like the game of
L I F E
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#pubcon
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#pubcon
“Local SEO” is organic local results
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#pubcon
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#pubcon
“Results may vary”
“By the time the fool has learned the game the players have dispersed.”
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#pubcon
Listen for the clues along the way.
Local is not your comfort zone?
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#pubcon
Tactical DifferenceLocal Search is a LEAD GENERATION strategy aimed at increasing foot traffic and phone calls to a physical location.
Local SEO is a CONTENT strategy aimed at increasing website traffic from visitors using geo concatenated search queries in search engines.
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#pubcon
#FAIL
Basic Training
Standard Operating Procedure
1. Local Listings (NAP 1st)2. Content 1st
Development3. Content Ideation/Posts4. Social Media
Amplification5. Virtue = Good Reviews
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#pubcon
MOTIVATION is WORK fueled by PROCESS
So, Continuing with the theme….
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#pubcon
It is not easy in competitive markets.Things are up and then go down.
Volatility.
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#pubcon
igureit out?
______________________________________________________
Overthinking it?
______________________________________________________
Local Search is REAL stuff.
______________________________________________________
Not#BlackMag
ic
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#pubcon
Wasting Time
Losing Money
Scary
Why Play It?
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#pubcon
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#pubcon
Local Media “Short cuts” ?• Media Consultant Myth• Web Events as a KPI = LOL.• Proxy Sites vs SubFolders For
Local Paid• YEXT Resellers Who Spam You
To Hell…. To Hell Damn You! • So-Called “S.A.A.S. Websites”
but Far From a Real CMS• Not so Open-Sourced
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#pubcon
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#pubcon
There is only one Gumdrop Pass• Contracts for Ad Spend
• Call Tracking Numbers Getting Indexed
• Local Media Transfer Costs
• No Holistic Approach to Local Marketing
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#pubcon
Watch out for Molasses Swamp
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#pubcon
Foundation issues much?
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#pubcon
We are sorry, you
do not have the proper level of
permissionto your data.
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#pubconLearning how to Quick Scope
Technical Skills: Child Themes, On-Page SEO, Markdown, Ideation, Location Schema, etc
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#pubcon
Listen for the clues along the way. Find a comfort zone. Local Search is like Monopoly. How to Win the Game!
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#pubconDisruptive. Gameplan.
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#pubcon
Not how you build digital assets.
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#pubcon
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#pubconAgency “Work” Flow Model
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#pubcon
How Do I Rank on Google Maps?
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#pubconThere is no magic dice.
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#pubcon
Avoiding Shitty Players
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#pubcon
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#pubcon
Onboarding Only
Happens Once.
Permanent Damage.
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#pubcon
The Game of Football is 3 yards and a cloud of dust.
- Woody Hayes
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#pubcon#LOCALRelationships
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#pubcon
via Mary Bowling
#2#1
#3#4
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#pubcon
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#pubconMy Platform = Graph Data
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#pubcon
More Locations = More Problems
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#pubcon
Location Master ProfileNAP+W
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#pubconLMP = Location Master Profile
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#pubcon
Bad DATA Sucks!
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
Lawn Care and Maintenance?
Pet Care Service?
Waste Management Service?
Garbage collection?
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#pubcon
Linear ApproachRequires Buckets.
Most Important 1st
Most Referral 2nd
Most Reach 3rd
#localsubmissions
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#pubconMoz Local for Audits.
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#pubconFind the bad data
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#pubconDoes it match the site?
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#pubconFind the bad data
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#pubconFind the bad data
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#pubconFind the bad data
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#pubcon
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#pubconFind the bad data
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#pubconFind the bad data
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#pubconSquash Bad Data.
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#pubconClaim the old data.
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#pubconOwnership of your DA.
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#pubconMulti-location listings.
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#pubcon
DA + DC
Claiming is better than Submitting.
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#pubcon
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#pubcon
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#pubcon
About InfoGroup
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#pubcon
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#pubcon#DataRefiner
y
CHIEF PRODUCT ENGINEER@philmui→Dr. Phil Muiex
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#pubcon
Not Worthy.
What they have on me
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#pubconLittle Data
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#pubcon
23,000+ servers for database marketing
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#pubcon#BroadcastYourListin
gs
• Creating an account is IP address sensitive. • Complete phone verification by calling acxiom from the phone number on your business
listing and leaving a message with your business name and your account user name. Note: you must state your business name exactly as it appears on the listing. If there’s an “LLC” or “inc.” After your business name, include it in your message or your claim will be rejected.• To create a new listing, you are required to enter your business information, and upload
one of the following: federal tax license letter, business license, doing business as license, or fictitious name registration. Then, you’ll need to wait at least 30 days for acxiom to approve your edit.
→
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#pubcon
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#pubcon
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#pubcon
https://www.neustarlocaleze.biz/directory/us
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
Local Listing #1Consolidate all locations into one account --->
Claim unclaimed locations -->
Verify --->
Optimize.
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#pubcon
Panda Update 4.2, July 18, 2015
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#pubcon
Local Listing #2Yahoo - Just pay the $90 per quarter for each location....
3 to 5 Days vs 30 to 50 for inclusion/update, unless you have Yext.
For cash flow, you may need to stagger...
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#pubcon
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#pubcon
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#pubcon
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#pubcon Yahoo Local = Paid.
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#pubconWhen you don’t pay you get….
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#pubcon
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#pubcon
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#pubcon#YahooLocalSucks
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#pubcon#YahooLocalSucks
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#pubcon
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#pubcon
Yext Top Sales Producer 2015
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#pubcon
Local Listing #3You need the customer to sign and forward an agency agreement to Microsoft. After that you can claim and verify locations without customer involvement.
WOOOOHOOOOOOOOOO!
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#pubcon
Local Listing #4Phone Verification works great.
Needs a Apple ID
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#pubcon
Local Listing #5• Limited Inventory
• $200+ per month to prevent competitor links on your profile and to put links on competitors
• Extending content to Bing + Apple Maps
• Yext enhanced content approved
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#pubcon
Top 50 Sites
Top 50 Sites with Simple form Submissions These are the sites that don't even let you setup an account.... All you do is fill out a form for each location and submit. There is not claiming and verification involved.
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#pubconAnnoying Upsells
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#pubcon
Prepare for Evil Spam.
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#pubcon
Top 50 Sites
Top 50 Sites that let you manage multiple locations from one account. Claiming and Verified does not require customer interaction.
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#pubcon
Listen for the clues along the way. Find a comfort zone.
#GeoArbitrage #nosleep
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#pubcon
“A competitive firm is a price taker.
A monopoly is a price maker.”
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#pubcon
Top 50 Sites
Top 50 Sites that force you to create separate accounts for each location. Claiming and verification may be part of the process.
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#pubcon
• Create LAST PASS submission profiles.... Manually filling out account and location data is slow and error prone. With Last PASS can create and share submission profiles for each location....
• Work off the Local Listing report..... The metric that matters is the Local Visibility score. TOP 50 is the key to impacting visibility.
• Citations are listings, but give Neustar a chance to work.... add more DAs in the future, start with the ones you can afford. Get the top 50 done 100% before anything else because that is what the customer SEES
• Google Groups for Email Delivery, besides Yahoo mail.
PRO TIPS
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#pubcon
“Even with a bulk load, or API, at the end of the day it comes down to a human adding and/or approving business listings. One by one, each gets reviewed and accepted or rejected.” -Greg Hartnett
BOTW.com
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#pubcon
What do you want people to know about you.
Most small brands have no clue how to ethically influence the narrative.
LOCAL DESCRIPTIONS
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#pubcon
The Standard
has always been to Own the Entire Board.
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#pubcon
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#pubcon
If you make the most of each choice encountered you improve the odds of winning the game.
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#pubcon
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#pubcon
#LocalEcosystem
Measure Referral Traffic W/ Custom Segmentation
Local Media Spend To Click/Call
Beware Of The Following: Upsell
Beware Of Email SpamBeware Of Paid ORM
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#pubcon
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#pubconSpammers < Leads
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#pubconDuplicate Issues Exist.
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#pubcon
Who created this mess?
Who Created The Mess?
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#pubconCaught Red Handed.
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#pubconOwn it. Don’t Pay Rent.
• Share of Voice is a “ranking” factor
• Keyword Research
• Campaign Architecture
• DNI for big budgets ($2k+)
• 100% necessary for Retargeting
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#pubconInterlink Local Relationships
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#pubcon
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#pubcon
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#pubconBulk Submits = Awesome
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#pubconCommunity Chest of Links
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#pubcon
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#pubcon
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#pubcon
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#pubcon
Reviews
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#pubcon
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#pubcon
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#pubcon
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#pubcon
S.A.A.S.
Virtual Assistants
PredictiveSuggestive
Search
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#pubcon
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#pubcon
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#pubcon
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#pubcon
"When an honest man discovers he is mistaken,He will either cease being mistaken,Or cease being honest." - Anonymous