Local Search: Get Your Business on the Map!

Local Search Get Your Business on the Map

• Twitter.com/deluxecorp• Facebook.com/deluxecorp• Youtube.com/deluxecorporation• Slideshare.net/deluxecorp

Andy SteuerCEO and Founder of Merch Engines, a Deluxe Company

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• Local search overview• Websites for local businesses• Search engines:

o Optimization for local businesseso How to increase your ranking in local results

• Google places overview• Social tactics for local traffic• Mobile and local search• Tracking & Reporting• Where to start

Agenda

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• 20% of search is related to a locationSource: Google

• Significant shift in focus to local by key players

• Google owns 66% of U.S. search marketSource: ComScore

Why is local search important?

Local Search Overview

Search Then Search Now

Yellow Pages Google

National Retailers

Local Businesses

Visibility/Credibility

Accessibility of Information

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Key Players in Local Search

Local Search Overview

Search Engines

Social Media

Directory Listings

Geo-Local Services

Deal-a-Day Services

• Google• Bing

• Facebook• Twitter

• Yelp• CitySearch

• Foursquare• Gowalla

• Groupon• Social Living

• Engines & social networks new focus on local search

• Local businesses with few locations have the advantage

• Drive foot traffic• Viral sharing

• Listings & review sites

• Fuel for search results

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• It’s all about accessibility• Websites aren’t just for human

visitors• Domains impact search• Ecommerce is more mainstream

o $1 billion on Cyber Monday!

• They’re more affordable than evero Self manage or go proo Assess time, ability and quality

A Website is Expected

Websites for Local Businesses

8 years ago: $5,000 + main.

Today:$5/m - $70/m

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a. This monthb. This yearc. More than two years agod. Not since it was builte. I don’t have a website

When did you last update/improve your website?Text, Images, blog, etc.

Poll Question

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• Should reflect the quality of your product/service• Two audiences: Looking for much of the same thing

in slightly different ways

Web Design & Content

Websites for Local Businesses

Humans Search Engines

• Easy navigation • Logical navigation

• Relevant information • Relevant content

• New and engaging information

• Updated and unique content

• Quick to load design • HTML over Flash

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• Paid Search (PPC)o search engines –

paid listings

• Organic Search (SEO)o search engines’

core results

• Local Search (Mix)o directory listings,

Places, GPS

Search: Breakdown

Search Engines: Result Listings

9

Non-Local Search Results

PAID

ORGANICPAID

10

Local Query Search Results

LOCAL

ORGANIC

PAID

LOCAL

11

ORGANIC

PAID

LOCAL

PAID

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Definition: The process of improving the visibility of a website or a web page in search engines via the “organic" or un-paid search results.

Search Engine Optimization

Search Engine Optimization Defined

Local

ORGANIC

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• Title Tag: o Descriptive, keyword-rich, not generic, o Should be unique page to pageo Key contributor to rank

• Meta Description:o Often produces the snippet o keyword rich, should

differ page to page

• Keywords: o Match to search

queries

Meta Data & Tags

Search Engine OptimizationTitle Tag

Title Tag

Title Tag

Meta Description

Meta Description

Meta Keywords

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• Relevance of content to search query• Keywords within site and meta data match

the terms queried• Unique / updated content• Local telephone # and address• Reviews – mix of quantity, quality, authority

• Credibility of links to your site:• Local chamber, local press, directory listings,

credible blogs, professional associations• Mix of Quality/quantity, diversity, relevancy

Local Search Ranking Factors

Search Engine Optimization

Google: • Relevance

• Prominence

• Distance

15

Google.com/places

Google: Hotpot: Personalized recommendations engine integrated into Google Maps for Mobile,

Google Places and web-based local search.

Google: Hotpot: Personalized recommendations engine integrated into Google Maps for Mobile,

Google Places and web-based local search.

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A. Yes!B. No, not yetC. No, I don’t need oneD. I don’t know

Do you have a Google Place Page?

Poll Question

17

Google.com/places

18

Do you own your Place Page?

19

Creating Your Google Place: Google.com/places

Address

Web Info

Descript.

Category

Service/ destinatio

n

ShowAddress?

Hours

20

Creating Your Google Place

Photos X / 10

Payment Info

Videos X / 5

1. Get a Google account

2. Create & validate your listing

3. Manage & change your listing at anytime.

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• Deal-a-day offerso Build awareness o Customer acquisitiono $ = sometimes losso Viral – deals likely shared

• Social check-ino Build awareness o Customer engagemento Low cost of entryo Easy participation

Grow Brand Awareness

Social Tactics for Local Traffic

22

Groupon

23

foursquare

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• Popularity of local search applications is increasingo Bing, Google, Yahoo, Facebook, Twitter all involved

• Mobile browsing increasing w/ smart phone adoption• 8 - 10% of all search queries are via mobile (RBC)• 53% of mobile searches have a

local intent (Microsoft)• Mobile visitors buy sooner than desktop

o 1 hour vs. 1 week to purchase (Microsoft)

Mobile & Local Search

Mobile Search

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• Quick load & displayo mobile optimized images

• Easy navigation o abridged version of full site

• Relevant content o Key info: address, tel. # and

product information

Mobile websites: What matters?

Mobile Search

26

Mobile Website Example

27

Measure Your Performance!

Performance Funnel for Leads, visitors and Costs.

Performance Funnel for Leads, visitors and Costs.

Phone Calls and Leads from Web Forms in one location

Phone Calls and Leads from Web Forms in one location

30-day rolling view of website visits from Search Ads.

30-day rolling view of website visits from Search Ads.

28

Organic Traffic Reporting

Top Keywords and URL’s.Top Keywords and URL’s.

Organic traffic stats at a glance!

Organic traffic stats at a glance!

Traffic source Chart – easy to read and use.

Traffic source Chart – easy to read and use.

29

Paid Search Reporting

Select your Paid Traffic Source.

Select your Paid Traffic Source.

30-day view of Paid Traffic Clicks/Visits

30-day view of Paid Traffic Clicks/Visits

Paid Traffic Stats.Paid Traffic Stats.

30

Track Your Leads

Measurable Post Click ROI via Phone Call Tracking

Measurable Post Click ROI via Phone Call Tracking

View Phone Call Leads and Email Leads from Web Forms

View Phone Call Leads and Email Leads from Web Forms

Leads come from All Online and Offline Sources.

Leads come from All Online and Offline Sources.

31

Connect With Your Leads In Social Networks

Listen to each call with ease.Listen to each call with ease.

Reverse White Pages look up on all phone call leads.

Reverse White Pages look up on all phone call leads.

See the source of each call (including Social Networks)

See the source of each call (including Social Networks)

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Google your website like customer would• Business location, common keywords

Review your SEO, page title and snippet display Review your domain name strategy Claim your Google Place Update your listings on

• Yelp, Citysearch, Merchant Circle

Assess mobile accessibility

Create a plan to maintain your online presence

Actions:

Where to Start

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• Questions?

• Presentation will be available on slideshare.net/deluxecorp

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Thank you for your participation!

Questions