@rio_seo / #localseo
TODAY’S PRESENTERSWarren RaischChief Customer Officer at Rio SEO
A business and thought leader with a vast experience working as a senior executive with leading High Tech companies including Apple, 3Com, HP and Adobe divisions as well as digital agencies including Digitas. Warren is also a McGraw-Hill published author in the Online Marketing space and a frequent keynote speaker at leading industry events. He has established global operations across more than 190 countries and has worked with some of the largest brands in the world developing and executing their digital strategies.
Jodie L RobertsDigital Marketing Manager at Fred Meyer Jewelers
Jodie Roberts is the Digital Marketing Manager at Fred Meyer Jewelers. She is responsible for leading the strategic direction of the Digital Marketing team and ensuring successful execution in a range of channels including Email, Social Media, PPC, SEO, Affiliate and Display Advertising.
Jodie recently moved to Portland OR from the UK, where she worked as a Mobile Experience Analyst for American Express and gained a wealth of experience in developing, testing and launching a range of mobile services for B2B and B2C audiences. When not at work, she can be found exploring Oregon with her husband and dog or dining at one of Portland’s many fantastic restaurants.
@rio_seo / #localseo
YOU WILL LEARN HOW
This shift to mobile has had a huge impact on local search results for multi-location business in retail, banking and service industries.
Optimized mobile experiences including mobile pages, listings, offers and store finders are proving to deliver the cheapest search traffic; often 90% less the SEM.
Managing and measuring mobile local search traffic will prove to be your lowest cost of search traffic and customer acquisition.
How to implement local mobile at scale for your multi-location business
THE WORLD OF SEARCH IS GOING MOBILE
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MOBILE OVERTAKES DESKTOP
Mobile has overtaken desktop search for local search query volume
50% of all mobile searches have local intent
78% result in an offline purchase
Effective mobile search optimization = Accurate, complete business information
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CONSUMERS SEARCH WITH LOCAL INTENT ACROSS DEVICES
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CONSUMERS PURCHASE AT A HIGHER RATE AFTER LOCAL SEARCH
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4 NEW MOMENTS EVERY MARKETER SHOULD KNOW
UNLOCK THE MOBILE TRAFFIC GOLDMINE
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4 TIPS TO UNLOCK THE UNTAPPED LOW COST TRAFFIC GOLDMINE
1. Create a mobile user experience
2. Ensure your business is listed on search engines and directories
3. Monitor customer sentiment
4. Boost engagement with enhanced content and conversion elements
@rio_seo / #localseo
1. CREATE AN EXPERIENCE MOBILE USERS EXPECT
Responsive design for seamless experience
Mobile m. website for mobile content
Proper meta tags to tell search engines about separate mobile pages
Embedded media capabilities on mobile
Local search optimized store finder
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1.1 How To Test If You’re Mobile Ready?
Google Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly/
Check Google Search Console (formally Webmaster Tools)
Measure mobile analytics
Test your site on your phone
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2. ENSURE YOUR BUSINESS IS LISTED ON DIRECTORIES
Local Citations – Over 50% of business search for business hours, directions and local addresses
Industry Citations – Local companies with a national footprint should look for industry-specific citations
Niche Citations – get brand mentions and co-citations on social outlets and the trade organization websites that their target market members belong to
Recent Reports:Big 3 Account for 96.3% of
US Search Traffichttp://rioseo.co/SearchEngineStats
(searchengineland.com)
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2.1 OPTIMIZING YOUR LOCAL DATA
Name can include geo-modifier or service
Consistent address, local phone number across directories
Local business hours and specialty hours
Local descriptions to include services offered (i.e. fine jewelry, watches & accessories...)
Brand logo, storefront and product images
Social media links and additional local info
@rio_seo / #localseo
3. MONITOR YOUR CUSTOMER SENTIMENT
90% of consumers say their buying decisions are influenced by online reviews
Measure review sites that matter most for your business
Be active on responding to reviews and comments on various channels
Facebook comments engagement
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4. BOOST ENGAGEMENT WITH APPS & INTEGRATIONS
People are spending an average of 30 hours per month engaging with their apps
Drive app downloads from local landing pages to gain insight into rich user data
Integrate additional elements for mobile users like Wallet (formally Passbook) or Google Wallet options for coupons/promotions
Facebook page feed
Passbook example
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4.1 MEASURE CROSS-CHANNEL FOR LOCAL ROI
Measuring analytics from local landing pages on desktop and mobile
Monitor user click and search activities for granular insight into mobile behavior
Integrate local promotions, coupons or downloads to drive conversions
Measure conversions from online to offline with unique promo codes
@rio_seo / #localseo
LOCAL SEARCH INSIGHTSMobile search traffic is attributing over 65% of all traffic to clients with local landing pages
A recent client study showed that companies are attracting qualified traffic at less than $0.10 per click from organic search using local SEO
Less than 10% of retailers have optimized their mobile finders for best user experience and search visibility
Less than 11% of mobile ads in Bing are mobile optimized
Optimizing mobile pages for both search and user experience gives you the best chance of garnering very low cost mobile search traffic.
@rio_seo / #localseo
@rio_seo / #localseo
@rio_seo / #localseo
WHAT’S NEXT? As the proliferation of beacons, wearables and other smart devices continues to grow, the importance of the ‘mobile moments’ mindset becomes increasingly important.
INITIATING A LOCAL MOBILE STRATEGY
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START WITH A LOCAL AUDITScan for business listings on search engines and directories
Check your local rankings for each market you are present
Test your website to see if it is currently “mobile-friendly”
Measure your reviews and ratings for customer sentiment
Assess your web analytics for insights into mobile vs. desktop traffic and conversions
@rio_seo / #localseo
IDENTIFY KEYWORD STRATEGY
Analyze keywords with high query volumes to inject in content and listings
Hyperlocalize content for each location for increased user experience
Measure ranking over time for non-branded terms to continue keyword strategies
@rio_seo / #localseo
LAUNCH YOUR LOCAL MARKETINGUtilize a scalable local CMS that can meet your business needs and objectives
Have flexibility to collect unlimited local data around each business including media, social profiles, and more
Allow seamless integration between current internal platforms for business data management
Have ability to create and manage your store finder and local landing pages
@rio_seo / #localseo
DRIVE ROI WITH LOCAL REPORTING
Analyze keywords with high query volumes to inject in content and listings
Hyperlocalize content for each location for increased user experience
Measure ranking over time for non-branded terms to continue keyword strategies
@rio_seo / #localseo
TAKEAWAYS It’s imperative to know how your brand stands today in terms of mobile experience and local search visibility
Being effective in mobile takes an umbrella approach across SEO, directory listing consistency, user experience, and reputation management
Brands can go beyond SEO with integration to cross-channel initiatives like loyalty programs, social feeds, and app downloads
Multi-location brands need technology to scale efforts and take ownership of their local search success
@rio_seo / #localseo
THANKS FOR JOINING!For News, Case Studies and Press visit Rio SEO online at
www.RioSEO.com / 858.529.5005 / @rio_seo / #localseo
@rio_seo / #localseo