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Introducing Mike Corak!#18 on Content Marketing Landscape – Top 200 Influencers - Onalytica
Client Award #2 on the Top 50 Content Marketers – Kapost
Lots of program design and execution for folks like…
Hey, That’s Me!#18 on Content Marketing Landscape –Top 200 Influencers - Onalytica
Client Award #2 on the Top 50 Content Marketers – Kapost
Lots of program design and execution for folks like…
VP / GM LOU
AgendaLocal Digital Marketing Opportunities
For Large and Small Organizations
We’ll try to have some fun along the way!
@mikecorak #LocalDigital2.0
Release
I, (insert your name), swear thatI will not burn anyone’s eyes out with my laser, especially Mike’s
I Accept These Small Print Terms of Laser Usage
@mikecorak #LocalDigital2.0
81% of consumers go online to search for products and services to make local buying decisions
Source: http://www.businesswire.com/news/home/20130712005396/en/GE-Capital-Retail-Bank%E2%80%99s-Annual-Shopper-Study#.Vh1fDWTBzGf
Why Local Listing Management
Matters
18
Source: http://searchengineland.com/survey-consumers-blame-brands-bad-local-data-186224
73% of people lose trust in a brand when their listings are incorrect
19
Why Local Listing Management
Matters
Local Search Ranking Factors
Sounds a little like SEO 6-8 years ago,
right?
Signals like Categories & Proximity (14.7%)
NAP Consistency, Citations, etc. (13.6%)
On-Page Signals (20.3%)
Link Signals (20.0%)
Review Signals like quantity & quality (8.4%)
Social Signals like Facebook likes and Twitter Followers (5.0%)
Behavioral / Mobile Signals (9.5%)
Personalization (8.5%)https://moz.com/local-search-ranking-factors
@mikecorak #LocalDigital2.0
Signals like Categories & Proximity (14.7%)
NAP Consistency, Citations, etc. (13.6%)
On-Page Signals (20.3%)
Link Signals (20.0%)
Review Signals like quantity & quality (8.4%)
Social Signals like Facebook likes and Twitter Followers (5.0%)
Behavioral / Mobile Signals (9.5%)
Personalization (8.5%)
https://moz.com/local-search-ranking-factors
Back to Local Search Ranking Factors• Claim your listings on
all relevant sites• Choose your
categories wisely• Manage and distribute
your data• Link them to your site
store pages• Have an active
presence where applicable
• Test and refine
@mikecorak #LocalDigital2.0
Search Algorithm Update: PossumSeptember 1st 2016, Google “Possum” Update
Main Goal:To diversify the local results and prevent spam from ranking well
Key Takeaways:• Businesses that fall outside of the physical city limits saw
an increase in positive ranking.• Google is now filtering based on address and affiliation.• The physical location of the searcher is more important than it was
before.• The local filter seems to be running more independently from the
organic filter.
Summary:This update could impact when, where and how your listings show up even though you’ve changed nothing on your side. Data management is more important than ever.
@mikecorak #LocalDigital2.0
Data AnywhereLocal Presence Management
Locator
APIAPI
API
Custom Feeds
Content
Content Content
Content
@mikecorak #LocalDigital2.0
Insider Info: Tools Don’t Differentiate Enough to Matter Much in Results.
Effort and Know How, Not Tech, Ultimately Moves the Needle.
@mikecorak #LocalDigital2.0
Studies Show…Just 50% of companies have a “mobile friendly” website, even though more usage originates from Mobile than Desktop, a growing trend.
@mikecorak #LocalDigital2.0
Google Cares AboutMobile Friendly Sites!
“Starting April 21, 2015, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”
‘s
@mikecorak #LocalDigital2.0
But really Google cares aboutthe user’s experience.
Meaning, mobile friendly is the price of entry for local success.
@mikecorak #LocalDigital2.0
Mobile Maturity Checklist• Mobile first experiences (content, design,
email, site, landing pages, apps, etc.)matching mobile need and intent
• Mobile friendly media• Local aware SEO efforts• Local marketing integration• Mobile analytics and optimization• And…
@mikecorak #LocalDigital2.0
• If visitors allow their location to be tracked, they should automatically have the closest locations populatedon the store locator map
• Click and zoom capabilities on Map view or locations easily searchable based on:• City• State• Zip Code
Store Locator
Store Results• Unique store image and
details for all of the nearest locations ensure visitors can easily find the information they’re looking for
• Map view features the stores within geographical area and pins numerically correspond with correct store information
Store Pages• Locally relevant store pages
• Conversion opportunity (both e-commerce or buy online, pick-up in store) with store products displayed and searchable
• “In This Store and Local Events” section / scroll provides multiple touch-points related to that community and specific store features
Responsive CTA• Responsive design for
mobile Store Locator, Results and Pages are a direct extension of ecommerce mobile site
• Map view and store photos are easily viewable, along with local content (hours, brands, about section)
• Strong CTAs based on business priorities for mobile conversion
Localized Content Opportunities• Custom store information – custom
directions, employee images, local phone numbers, local inventory
• Local community information and participation examples
• Local employment opportunities• Posting to local content hubs• Engaging with local influencers
@mikecorak #LocalDigital2.0
Social: Review Stats92% of people regularly read reviews
90% say reviews influence their purchase
88% of people trust online reviews from stranger as much as their friends
It only takes one to three negative reviews for most people to decide not to buy
@mikecorak #LocalDigital2.0
Social: Review Solicitation Tools• Review Solicitation tools
help garner reviews on profile pages like Google, Yelp & Facebook.
• These are automated solutions to help customers leave feedback when they would normally forget and move on.
• Most allow for filtering
@mikecorak #LocalDigital2.0
Local Social Opportunities• Manage reviews and offer local contacts as
applicable• Make sure to look at all possible review and
feedback outposts• Post locally relevant content on local
outposts as much as possible• Publicize community involvement, engage
with local influencers, and build reputation• Target locally and amplify with paid social
@mikecorak #LocalDigital2.0
Local Paid Media Opportunities Abound
+ mobile ads+ all display platforms targeted locally+ programmaticEtc.
@mikecorak #LocalDigital2.0
Local Paid Search OpportunitiesLocal Extensions and Map Ads
Promoted Pins
Other Upcoming Opportunities: In-store promotions, business pages with local inventory
@mikecorak #LocalDigital2.0
Offline Customer TrackingBeacons Ad Platform Tracking
Examples
All present challenges but getting better by the day
Local Data Integration Possibilities• True
Personalization• Experience
Building• All Using Your
Local Data in New Ways
@mikecorak #LocalDigital2.0
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