Digital Marketing WebinarFeb 14, 2014 – 3pm EST

What Every CFC / AYS Franchise Needs To Know

Agenda• Introduction To “Local Market Launch” (IDS Partner)• Why Local Search Optimization?• Local and Mobile Go Hand and Hand• Personalization of Search & What It Means• Your Local Search Program powered by Digital Marketing Toolkit• Status of Corporate Wide Local Search Program

– Verify My Listings• National and Local SEO

– Special Offer By Corporate • Questions

Local Search Market Opportunity

22 million

businesses in the United States

25%visible online

Local + Mobile

50%+ of mobile queries have local intent

90%take action as a result Consumers want data to be right at the moment they need

In the age of mobile and local search, companies that adopt a real-time mindset and invest in the technology and data to

make that happen for their consumers will win

infogroup.com/about/news/survey-half-of-consumers-using-local-search-have-visited-closed-businesses

3 Market Forces

The mobile revolution and

decentralization of search

Word-of-mouth has moved online

Death of print directory advertising

TECHNOLOGICAL SOCIAL ECONOMIC

TECHNOLOGICAL SOCIAL ECONOMIC

192 Million people with

smartphones in the U.S. by 2016

76% of consumers rely

on online reviews before making a

purchase

$7.3 billion decline in print yellow page ad

sales since 2007

3 Market Forces

It’s Not Just the Engines

3 of the over 100 social media sites generate over 400 million visitors/month

The top directory sites generate over 100 million visitors/month

The number 1 review site generates over 90 million visitors/month

The Local Ad Market

An SMB’s Marketing Budget

BrightLocal SMB Internet Marketing Survey 2013 in partnership with ChamberofCommerce.com

brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013

• SEO

(includes

Google+

Local) is

clearly seen

as the most

effective

internet

marketing

channel for

SMBs

• After SEO, it

is Local

Online

Directories

that are seen

as the most

effective

technique.

d

Claimed Business Profiles

Optimal Google+ Local Page

d

BEFORE Data Enhancement

d

AFTER Data Enhancement

True Local SEO

d

Local Search Factors:

CitationsCitations:

Authority

Consistenc

y

Quality

Quantity

Other Factors:

• Quantity of citations from

industry-relevant domains and

with mobile indicators

• Quality/Authority of Inbound links

to Domain

• Individually Owner-Verified

Google Plus Local Page

d

d

Enhanced Data : findability + discovery

Claimed Profile : credibility + conversion

Citations : ranking + traffic

Today’s Takeaways

85% of local mobile searches results in buyer action within 5 hours

38% will visit & 20% will call

Personalization Of Search

• http://searchengineland.com/guide/seo/personalization-search-engine-rankings

Local and Mobile Factors• Site Must Have Local

Content Around The City• Physical Address & Zip

Codes• User’s area

• Mobile and Desktop show different results

Personal History• Liked, +1d, Shared it• First Impressions &

Brand Loyalty

Local Search Package Digital Toolkit Product

Google+

MojoPages

HotFrog

Local.com

YellowBook

Yahoo Local

WhitePages

YellowPages

Bing Local

InsiderPages

SuperPages

Angie’s List

Yelp

Kudzu

ShowMeLocal Merchant Circle

Foursquare

MapQuest

Manta

Citysearch

Acxiom, InfoGroup, Neustar / Localeze and Factual.

STEP: 1

Results:

• Extended tab content

• Member since

• Hours of operation

• Payments accepted

• Enhanced images

• Connect to merchant

• Business description

Before:

After:

= enhanced content

brightlocal.com/2013/09/23/expert-citation-survey-2013

• Quantity of structured citations is the 6th most influential factor in the 2013 Local Search Ranking Factors survey.

• Getting a spread of citations across a wide range of relevant & appropriate sites is still a very valid and beneficial task for an SMB or SEO to tackle.

moz.com/local-search-ranking-factors

Sheer Volume of Citations Still Influences

Local Search Ranking

STEP: 2

Review Me Web PageSTEP: 3

DIY Reputation Intelligence

Email Alerts When You Receive An Online Review

STEP: 4

Reporting Dashboard

Client View – Local Visibility Report• Timeline showing

chronological progress of order

• Pie chart showing number of directories client is listed in/type of directories client is found in

• Speedometer showing search ranking of business name/business keywords

• Directory icons linking to live listings on directory site

• Submission status of listings

• Color/Symbol status of Listing’s description, hours, website, logo, images, & video

STEP: 5

Status For ComForcare Home Care

Local Search Status – Franchise Wide

• Digital Syndication to 98% of all local web - Complete– Factual, Localeze, Axiom, Infogroup

• G+ Local & Bing Places Bulk Claiming- Complete– ComForcare Home Care (NAP), Categories, Descriptions – If you have a claimed listing prior to submission, you will be

receiving a verify my listings email to provide us credentials to optimize (Google+ Local and Bing Only)

Local Franchisee CustomersEmails have gone out to Group 1 Digital Marketing Toolkit Customers For Verification of:

• Top 20 Search Portals & Review Sites• Phone Verification Attempts Exhausted

Verify My Listings

As part of the validation process,

Google+, Bing Local, Yahoo! Local, and

others require verifying your business

phone number. This is an easy process

that takes only a few minutes to

complete.

Simply visit verifymylistings.com to schedule a business listings verification appointment. Make sure to change the timezone to match the business location.

We will resend email of verifymylistings.com on Monday, please accept and schedule appt

Verify My Listings

During the appointment, return to

verifymylistings.com and click the "If

your appointment time is now, please

click here" button to start a chat with a

phone verification specialist.

Calls will be triggered directly to the

business phone line, so it is important

that someone at the business is there to

answer.

Combination of National Local SEO

• ComForcare.com Is Doing National SEO – Build Authority and Trust Throughout Corporate domain– Premium Link Building, Content Marketing– On-Site SEO & Content Optimization– Target Home Page & Category Pages– Trickle down to local pages over time

• Local Landing Pages Optimized Individually– Custom Content– On-Site SEO Content Optimization – Link Building and Authority to Individual pages – Acceleration of Rankings and Lead Generation

Hyper-Local Pages For Digital Marketing Toolkit Customers

• 2 Dedicated Service Area Pages Included:• Naturally blend your target communities• Focus on Target Keywords:

– Home Care, Senior Home Care, Home Care Services– Proximity, Zip Codes, Robust Optimized Content

• Local Testimonials if possible• Information about the communities served

Sign Up For The Digital Marketing Toolkit By March 20, 2014

Questions