midas local search environment 12 10 final

Proprietary and confidential. Do not distribute.

Local Search EnvironmentDecember 2010


Agenda

2

• The Changing Media Landscape

• Search Engine Marketing

• Local Listing Management

• Appendix


Social Monitoring

Local Search Solutions™

Enhanced Web Development Capabilities

ClickMaps®

• Search Engine Optimization• Local Listing Management• Paid Search• Internet Yellow Pages

• Social Media Marketing• Pay-per-Call Advertising• Mobile Marketing• Video

Today’s marketing requires a diverse mix of media. Our competencies focus on market priorities; which help you wade through the many media options:

15miles, the Interactive Division of TMPDMComprehensive Solutions

3


Insights from Industry Experts

This research and association memberships allow us to provide our clients with insight into the ever changing media world and guide program direction.

TMPDM uses a foundation of research

Small sample of research sources

TMPDM is also a member of a number of industry associations

Small sample of association memberships

4

http://www.kelseygroup.com/index.asp


The Changing Media Landscape


Primary Source for Local Business Information 15miles/comScore Local Search Usage Study 2010

6

Primary Source for Local Business Information

Print Yellow Pages

23%

Search Engines

33%

Internet Yellow Pages

22%

Local Search Sites

13%

Cell Phone/Wireless

Directory AssistanceSocial Networking SitesLocal Newspaper

Other Printed Directory

3%

1%

2%

Source: 15miles/comScore Local Search Usage Study, 2010Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.

Consumers utilize multiple media sources when conducting a local search.


*Note: Online includes IYPSource: ISS Intermedia Shopping Study, 2009, “Auto Repairing & Service”

Online is the top media used by consumers in search of an Auto Repair Service provider.

(# of consumers based on active population)

28%

21%19%

16%

13%

5%4%

3%1%

0%

5%

10%

15%

20%

25%

30%

Online Print Yellow Pages

Direct Mail Coupons Newspapers Television Billboards Radio Magazines

7

Media Landscape Auto Repairing & Service


76%

18%50%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Search Engines Local Search Sites

All Industries Observed

Auto Services

Distribution of Category Searches

Under the Auto Service category, similar to most categories, the majority of searchers use search engines as their primary source for local business information.

Source: 15miles/comScore Local Search Usage Study, 2010

Category Search Share

8

How Consumers Perform Online SearchesAuto Service vs. All Industries Observed


Search Engine Marketing


Search Engine Marketing

Targeting consumers online who are actively searching for products and services

Paid

Source: Click Consult, December 2008 / eMarketer

Working TogetherResearch has shown that combining SEOand Paid Search efforts can increase

conversion rates by nearly 52%

SEO & Paid

Improving the volume and quality of traffic to your website

Organic


Note: Observations are of paid and organic results on the first page using 10 “auto repair” related specific search terms that included a “City, State” search of West Chicago, IL; Colorado Springs, CO; and Davenport, IA; on 12/17/10 at 9:00 AM CT. Results for midas.com, midaslocator.com, midaschicago.com, midascoloradosprings.com, and midasdavenport.com are included within Midas’ results.

Search Engine MarketingCompetitive Analysis: 1st National Page Presence)

Organic Paid Organic Paid Organic Paid

No

Visibility

Little Visibility

StrongVisibility

SomeVisibility

11


Note: Observations are of paid and organic results on the first page using 10 “auto repair” related specific search terms that included a “City, State” search of West Chicago, IL; Colorado Springs, CO; and Davenport, IA; on 12/17/10 at 9:00 AM CT.

Search Engine MarketingCompetitive Analysis: 1st Midas Page Presence

Organic Paid Organic Paid Organic Paid

Midas.com

No

Visibility

Little Visibility

StrongVisibility

SomeVisibility

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Midaslocator.com

Midaschicago.com

Midascoloradosprings.com

Midasdavenport.com


Local Listing Management


Local Listing ManagementGoogle’s Emphasis on Local

• Local results cover majority of the SERP (depending on search query).

• Local results display local business listings with relevant information and third party content.

• Sponsored links are now positioned in the right column of the page for some searches.

• Google Map sits above the sponsored links in the right column.

• Organic search area can be limited.

Google Search has gone local with place search

1 of every 5 searches on Google is now local in nature

Source: Google Places, Stats & Facts, October 2010


Are Listings Visible?• Searches for five keywords along with each location’s city and state were conducted for three Midas locations on Google Maps, Yahoo! Local and Bing Maps.

• In more than 51% of searches, the locations were not visible within the first 3 pages of results or were not found until the 3rd page of results.

Keyword Phrase

1st

Page2nd

Page3rd

PageNot

Visible 1st

Page2nd

Page3rd

PageNot

Visible 1st

Page2nd

Page3rd

PageNot

Visible

West Chicago 5 - - - 1 3 - 1 1 1 - 3

Colorado Springs

- 1 - 4 - - - 5 - 2 1 2

Davenport 3 1 - 1 - 2 1 2 - 2 - 3

Note: All searches were conducted on 12/14/10 searching for “Auto Repair,” “Brakes,” “Oil Change,” “Tires,” and “Mufflers” (Ex. Oil Change, West Chicago, IL). Midas.com was used as the source for correct location information. Analysis was based on the results found on Google Maps, Yahoo! Local, and Bing Maps.

Local Listing Management Local Listing Visibility

15

West Chicago

Colorado Springs

Davenport


Are Listings Accurate?Key Local Listings Considerations• Inclusion: Increased visibility in local

business listings.• Accuracy: Improve the accuracy of your

information.• Enrichment: Build out your profile page with

robust data (hours of operation, products and services for example).

Searches were conducted in several markets for branded and non-branded terms on Google Maps and Yahoo! Local. Inaccurate location and contact information was found on all three sites.

Inaccurate Business Information

Note: All searches were conducted on 12/14/10 searching for “”Midas, City Name, State” (Ex. Midas, Davenport, IA). Midas.com was used as the source for correct location information. Analysis was based on the results found on Google Maps, Yahoo! Local, and Bing Maps.

Local Listing Management Local Listing Accuracy

16


Google Place Pages results now appear within the organic results. Previously, Place Pages appeared above organic results.

• URL• Email• Owner Verified• Images• Business Description• Full Categories• Brands/Products & Services• Payment Methods• Year Established• Languages Spoken

Increased importance on enhanced data:

Local Listing Management Importance of Google Place Pages

17


Note: Screenshots and search results were pulled on 12/14/10 at 4:30PM CT under “Auto Repair [City, State]”

Local Listing ManagementA complete Google Place Page profile is extremely important.• Utilization of this free service gives you

a step up.• 15miles provides a proactive approach

to create and maintain complete/accurate local listings.

Local Listing Management Current Google Place Page Utilization

18


Local Listing ManagementGoogle Place Page Utilization

West Chicago Colorado Springs Davenport

19

Email

Video

Full Categories

Brands, Products & Services

Payment Methods

Hours of Operation

Images

URL

Custom Business Listing

Owner Verified

Languages Spoken


Our Commitment to Midas

Integration – Use of multiple media and diverse

budget allocation based on media performance

Collaboration – What is learned from one

medium can be applied to other media

Consistency – Deliver a consistent marketing

message across local media channels

Cohesive Reporting & Trackable Results

Increase Sales & Lower Conversion Costs

Local Listing Management

Search Engine

Optimization Paid Search


Proven Success

21

20

10

Search Engine Watch Awards• Finalist for Best B2B Search

Marketing CampaignOMMA Awards

• Nominated for Online Advertising Creativity/ Search Marketing: SEM Campaign

Paid Search, IYP, Social Media, SEO

(Started in 2006)

Search Engine Watch Awards • Finalist for Best Use of Local Search

OMMA Awards • Nominated for Online Advertising

Creativity/ Search Marketing: Creative, Single Execution

SEO, Paid Search, IYP, PYP

(Started in 2006)

20

09

ClickZ Connected Marketing Awards• Nominated for Best Use of Search Marketing

OMMA Awards• Nominated for Integrated Online Campaigns

SEO, Paid Search, IYP, PYP,Social Media, Display

(Started in 2007)

SEO (Started in 2007)

IAB MIXX Awards• Award winner

for Lead Generation

ClickZ Connected Marketing Awards• Honorable mention for Best

Use of Search Marketing

SEO, Paid Search, IYP, PYP, Social Media

(Started in 2003)

Note: Microsites best viewed in Mozilla Firefox.

http://awards.15miles.com/AspenDental/

http://awards.15miles.com/childreninternational/

http://awards.15miles.com/sunriseseniorliving/


Thank You!

Connect with us on:

Facebook │ Twitter │ LinkedIn │ SearchPerspective

22

Tara ThomasVP Interactive Client ServicesP. [email protected]

Mike GlefkeSVP Client ServicesP. [email protected]

http://www.facebook.com/15miles

http://www.twitter.com/15_miles

http://www.15miles.com/linkedin

http://www.searchperspective.com/


Note: Observations are of paid and organic results on the first page -“above the fold” using the following search terms that included a “City, State” West Chicago, IL; Colorado Springs, CO; and Davenport, IA; on 12/16/10 at Noon-5:00 PM CT: “Auto Repair,” “Brakes,” “Oil Change,” “Tires,” and “Mufflers.”

Search Engine MarketingCompetitive Analysis: National vs. Local Presence

National Local National Local National Local

West Chicago

23

Colorado

Springs

Davenport

Local Competitors to Note:

West Chicago, IL Colorado Springs, CO Davenport, IA

bartelsautoclinic.com expressengineexchange.com qcautoservice.com

kragetire.com autotechplaza.net ronsbudgetmuffler.com

ntb.com bigotires.com wallicksauto.com

merlins.com brakesplus.com tmqc.com

dupageautowerks.com mufflermasters1.com greasespotinc.com

42% 58% 12% 88% 24% 76%

36% 64% 22% 78% 17% 83%

57% 43% 38% 62% 28% 72%

midas local search environment 12 10 final

Documents

local search industry

miles proprietary

search advertising activity

media world

local locations

industry expertsthis

given industry

media options