why don't maps come with directions? by andrew shotland

#SMX #13C @localseoguide

What We Learned By Rubbernecking Past A Lot of Wrecks…

Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.

Example Title Slide:

Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, here’s how to replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit SLIDE #1 to include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.

Why Don’t Maps Come With Directions?

Andrew Shotland


Obligatory “We Have Done SEO For A Lot of Cool Clients” Slide


What Are Maps Made Of? POI Data ~10% GeoSpatial Data ~90% Algorithms ~ ?


What Is POI Data?

+ “Amplifiers” (thanks Gib!)


What Is GeoSpatial Data? The Representation of an Object on Planet Earth (or elsewhere) in Numerical Values: - Location - Size - Shape


What Is This?


This Metal Company Serves Hard Liquor POI BRAND Issues


Search Is Going Maptastic POI BRAND Issues


Local = The Path of Least Resistance! POI BRAND Issues


Claim Your Profiles or Someone Else Will POI BRAND Issues


Claim Your Profiles or Google Will POI BRAND Issues


It Takes a High IQ to Avoid a Stray HQ POI BRAND Issues


Think Apple Maps Stinks? Station Break! Strategy Issues

“Over 2.5 million updates to Apple Maps data” – Eddy Cue

http://9to5mac.com/2015/12/07/apple-maps-usage-numbers/

http://applemapsmarketing.com/2015/06/61-of-u-s-iphone-owners-use-apple-maps-comscore/


Search Different… Station Break! Strategy Issues


Voice Search Is Your Frenemy BRAND Issues


BRAND Issues

A Picture Is Worth A Thousand Lost Reservations


The Mysterious Case of DC Nine Nightclub GeoSpatial Oh Yeah, I Meant BRAND Issues

Query = 1940 but Pin at 1942

https://www.tomtom.com/mapshare/tools/ https://mapsconnect.apple.com/ http://www.openstreetmap.org/

Non U.S.? Check http://gspe21.ls.apple.com/html/attribution-‐15.html for geospatial & business listings sources. (Warning: Updates to new URL every few months)


Patience, Grasshopper, Patience… BRAND Issues


Legacy Business Problems BRAND Issues

Moving Locations Changing Phone #s Rebranding Acquisitions Disasters Duplicate Listings


You Can’t Always Trust Google MapMaker BRAND Issues

http://www.localseoguide.com/dont-blink-when-using-google-mapmaker/


Number of queries containing “near me” or “nearby” have doubled in the past year.

How Do You Rank “Near Me” When You Aren’t? Algorithm BRAND Issues


How Do You Rank “Near Me” When You Aren’t? Algorithm BRAND Issues

http://www.tripadvisor.com/Restaurants


App Indexing Is Now A Thing Algorithm BRAND Issues

Android & iOS Results Based on Combination of Private & Public Indexes Rewards “Traditional” SEO & User Engagement


c

Keep Your Eyes On The Road & Your Hands Upon The Wheel…

Closing Slide That Subtly Reinforces Our BRAND Message

Further Reading

www.localseoguide.com www.applemapsmarketing.com http://searchengineland.com/author/andrew-‐shotland


SEE YOU AT THE NEXT #SMX!

THANK YOU!

why don't maps come with directions? by andrew shotland

Marketing