Ubl location services smx west 11

Location Services SMX PanelChris Travers, President & Co-Foundercptravers@ubl.org | 203.293.8848

Local Search Has Gone From Sticking Pins In Maps…

…To Sticking Pins Into People And Places

Address & MapWhat’s NearbyHow Good Is That PlaceWho’s NearbyHow “Worthy” Is That Person & Their Opinion

From Identification to Reputation

Profiles – Can be a Vulnerability

• You should only create or claim profiles you are prepared to manage long term.

• Or populate with data not likely to change.

Profiles – Can be a Vulnerability

• Use specialized services that manage listings centrally.

• Now social profiles & postings too – increasingly complex to manage.

• PingFM, PixelPipe, Postling etc

Businesses are Challenged

Key elements of concern – fragmented over multiple platforms

Listings and Profiles – Search and Social

Monitor Reviews, Mentions, Ratings, Competitors

Posting Updates Everywhere

Advertising, Coupons & Related Analytics

Facebook LinkedIn Check-in Sites

Twitter Blogs Websites

Is Facebook the only content management system SMBs need?

Social CMS >>

Integrated Dashboards

Syndication Claiming Verification Video Visibility Reputation Branding

Search Engines

Directories

Mobile, 411 & GPS

Social Networks

Syndicate Listings Across the Digital Search Landscape

Businesses First Need

ClaimingSyndication Verification Video Visibility Reputation Branding

Businesses First Need

Google

Yahoo

Bing

Yellow Pages Sites

Claimed Business Listings Protect Identity

Syndication Claiming Verification Video Visibility Reputation Branding

Businesses First Need

Acknowledge Verification calls

Verify claimed listings

Add links to Verification badges

BBB, Chamber of Commerce

Added Credibility with Verification

Syndication Claiming Verification Video Visibility Reputation Branding

Businesses First Need

Videos can be simple

It’s about the narrative text

Post broadly

Google wants video site maps

Broad Distribution of Video Profiles

Syndication Claiming Verification Video Visibility Reputation Branding

Businesses First Need

Free Search Tools GetListed, AmIVisible, UBL – APIs and data extraction

Citations Where the listings appear or are omitted

Data Errors Which fields are inaccurate

Visibility Analysis and Presence Reports

Syndication Claiming Verification Video Visibility

Reputation Branding

Listing Audit

Syndication Claiming Verification Video Visibility

Reputation Branding

Some better for the Enterprise

SMBs – Simplicity & Easy Links to Corrections

Syndication Claiming Verification Video Visibility Reputation Branding

Reputation Monitoring

See reviews, comments, blog posts, photos, and videos about your business

React quickly to any negative reviews

View useful snapshots of consumer sentiment

Compare yourself with competitors in your region and category

Monitor Listings, Reviews, and Social Mentions

Manage your social presence in one integrated dashboard

Syndication Claiming Verification Video VisibilityReputation

Branding

Some Leaders in the Field

Syndication Claiming Verification Video VisibilityReputation

Branding

Monitor Dashboards

Syndication Claiming Verification Video VisibilityReputation

Branding

Competition Tracking

ReputationSyndication Claiming Verification Video Visibility Branding

Alerts for the “buzzed-about”

Syndication Claiming Verification Video Visibility Reputation Branding

Social Profiles = Branding

Search tools show where your brand is available as a user name across social sites – Knowem

Claiming services reserve brand user name on hundreds of sites

Ensure brand consistency, gain broad exposure for your business, and protect trademarks

Claim Your Brand on Social Networks

Listings Evolution & Opportunity

• Definition of what is a business listing is evolving.

• Now seeing “installation” listings for services inside venues or other businesses.

• Opportunities for Brands to not be subordinated.

Not every publisher recognizes this or has access to the data via its data aggregator.

Inconsistent Publication

A query from a Long Beach, CA user

Local Search is not Local

UBL at SMX

Booth Number 206

Chris Travers

President and Co-Founder

cptravers@UBL.org

203-293-8848

http://twitter.com/UBLorg http://www.facebook.com/UniversalBusinessListing

The importance of external citations from national & local directories and social networks like Yelp and even Twitter-based sites.

Additional Data Points

• Every data field accepted by a publisher represents traffic and revenue opportunities.

• Businesses overlook simple ones that are vital – like Hours Of Operation.

• Video is the future – even if it is a simple slideshow hosted on YouTube.

• Small businesses find it easy to use a Facebook page if they do not have a Website.

• Products• Services• Brands• Keywords• Parking Options• Professional Services• Languages• Alternative Name• Anchor/Host Business• Unofficial Landmark• Price Range• Restaurant/Bar Types• Dress Code

• Smoking Preference• Zagat Rating• Department Store

Information• Complex Information• Electronic Store

Information• Car Dealer Information• Bike Dealer Information• Concert Place

Information• Restaurant Information• Airport Information• Hotel Information

• Shopping Center Information

• Casino Information• Amusement Park

Information• Landmark Information• Recreational Information• Bar Information• Convenience Store

Information• Golf Course Information• Semi-Private HOO for

Public

Enhanced Data Fields In Anchor Data Sets

•Additional General Content

• Storefront Photos• Business Descriptions• Products (Pizza, Stromboli / Party Supplies, Balloons)• Services (Hair Coloring, Manicures, etc.)• Brands (Nikon, Minolta, Canon, Sony, etc.)• Keywords (Accounting, Auditing, Bookkeeping, Taxes, etc.)• Languages Spoken• Alternative Business Names (AKA names – e.g. “KFC”, “Kentucky Fried”)• Anchor / Host Business (Walmart, Target, Safeway, etc.)• Unofficial Landmarks (e.g. "Next to the YMCA")

•Additional URL's / Links

• Facebook• Twitter• YouTube• Alternative Social URL (Foursquare, Gowalla, etc.)• Coupon Links• Logo Links

Enhanced Content (All Businesses)

Restaurant Information• Reservations• Banquet Rooms• Bar• Valet Parking• 

Airport Information• Shuttle Service• Types of Restaurants/Lounges• Long/Short Term Parking• Internet Connections• Check-In Kiosks

Casino Information• Valet Parking• On-Site Restaurant/Lounge• Check Cashing Service• Keno• Bingo Shopping Center Information• Anchor Stores• Food Court• ATM's

Hotel Information• Internet Access• Indoor/Outdoor Pool/Hot Tub• Exercise Facility• Restaurant/Lounge• Pet Friendly• Room Service• Cable TV• Continental Breakfast• Shuttle Service• Kitchens• Meeting Rooms• Guest Laundry• Valet Parking

Amusement Park Information• Adult or Kid Rides• Water Park• Live Entertainment• Lodging/Campground• Seasonal Hours• Price Range

Enhanced Content (Category Specific)

Bar Information• Type• Live Entertainment• Smoking Preference• Food

Recreational Information• Park Permit Required• Number of Tent/RV Sites• Emergency Shelter• Sheltered Picnic Areas• Reservations• Swimming/Fishing/Boating Areas• Fire Pits• Equipment Rentals  Convenience Store Information• Public Restrooms• 24 Hr Convenience Store• Handicap Service Attendant• Food/Restaurant 

Landmark Information• Admission Cost• Park Permit Required• Lodging/Campground• Gift Shop• Museum• Visitor Center• Restaurant  

Golf Course Information• Golf Equipment Rental• Caddy Service• Championship Course• Semi-Private Hours of Operation for Public• Dress Code• Valet Parking

Enhanced Content (Category Specific)

Google Custom Attributes in Bulk Upload

Cuisine, Dress Code, Hotel Rating, Ambience…

How To Make Business Disappear

1. Messing with names – stuffing keywords2. Call tracking numbers3. Address social climbing4. Category lapses5. Missing data elements6. Insufficient distribution!