Personalized Local Content:

Frightful or Insightful?Tuesday, October 25, 2016 1:00 EDT (10:00 PT)

Speakers:Mary Bowling, Co-founder, Ignitor Digital

Brandon Fleming, SEO/SEM Marketing Manager, Protection 1/ADTCynthia Sener, VP, Operations and Product, Rio SEO

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Today’s Presenters

Cynthia SenerVP, Operations and ProductRio SEO

Mary BowlingCo-founderIgnitor Digital

Brandon FlemingSEO/SEM Marketing ManageriProtection/ADT

Basis of Search

Do what’s best for the searcher and they’ll keep using your search engine.

Evolution of Local

Modeling the real world

Modeling the real world

Evolution of Local

Modeling the real world

Evolution of Local

Localization

The aim of localization is to give a product the look and feel of having been created specifically for a target market, no matter their language, culture, or location.

@MaryBowling

https://www.gala-global.org/language-industry/intro-language-industry/what-localization

““

For Searchers

@MaryBowling

Get facts: Phone Address Areas Served Directions Map location Proximity

For Searchers

@MaryBowling

Get opinions: Rating Stars Reviews Critics Reviews

For Searchers

Street View Inside Services/Products

@MaryBowling

“See” the biz:

@MaryBowling

“Get” the experience

For Searchers

@MaryBowling

Check trustworthiness:

ExperienceLicensesEducation/TrainingCommunity karmaGuarantees/WarrantiesProfessional accreditations

For Searchers

Save money: SalesDiscountsCouponsPromo codesAlertsDaily dealsLoyalty programs

@MaryBowling

For Searchers

@MaryBowling

“Meet” the people

For Searchers

For Searchers

@MaryBowling

Local is Personal

For Search Engines

@MaryBowling

Your Money or Your Life

“We have very high Page Quality rating standards for YMYL pages because low quality YMYL pages could potentially negatively impact users’ happiness, health, or financial stability.” Google Search Quality Evaluator Guidelines

@MaryBowling

Your Money or Your Life

“We have very high Page Quality rating standards for YMYL pages because low quality YMYL pages could potentially negatively impact users’ happiness, health, or wealth.” - Google

For Search Engines

@MaryBowling

ExpertiseAuthorityTrustworthiness

For Search Engines

@MaryBowling

“However, we do expect websites of large companies and organizations to put a great deal of effort into creating a good user experience on their website, including having helpful Supplementary Content.” - Google

Enterprise Expectations

For Search Engines

Enterprise AdvantagesPowerful websitesGood linksTeams of developersDedicated marketersBigger budgets

@MaryBowling

For Search Engines

@MaryBowling

Store Locators

For Search Engines

@MaryBowling

Store Locators Need: Visibility on all pages Page authority to push to local pages Easy to use Logical, hierarchal structure Plenty of internal text links XML sitemaps Optimized pages Schema mark up

For Search Engines

Store Locators

@MaryBowling

For Search Engines

For Search Engines

@MaryBowling

Neighborhood Neighborhood Neighborhood

Store Locators

@MaryBowling

Neighborhood Neighborhood Neighborhood

Super Crawlable Structure

For Search Engines

For Brand Locations

@MaryBowling

Better local and organic rankings from brand website More new leads/new customers from corporateDon’t have to maintain their own websiteTechnical expertise not needed

Location Benefits

For Your Brand

@MaryBowling

Of brand messaging, look, feelCan rank well for many locationsCan take credit for many local leadsCan prevent local operators from getting competing websites/marketing

Better Control:

@MaryBowling

Do More Cool Things

For Your Brand

Personalization Now

@MaryBowling

Question slide

Transition to Brandon’s slides

Goals of Personalization

Reduce Friction.

Remain Relevant.

Drive Growth.

National Brand Challenges

Being a National Brand, it can be challenging to manage and maintain a hyper-local experience across thousands of instances, but it’s not impossible.

National Brand Challenges

Consumers may assume national brands are:

• Out of reach• Irrelevant• Too centralized• Too big• Don’t support the local economy

National Brand Challenges

The truth is that we:• are Reachable• are Relevant• are Locally based and supported• are Stable due to our size• do Support the local economy

National Brand Challenges

How most consumers view National Brands

National Brand Challenges

How localization of content changes the way consumers see our brand

Personalizing at Scale is Possible

“56% of consumers say Amazon demonstrates an understanding of individual preferences and needs on a regular basis”

Examples of Digital Personalization

• Remember Me (logins)• Locations Nearby• Product Recommendations• Personalized Customer Service Content• Relevant Advertising• Social Media Content That Matters

How we Personalize Content and Feel Local

• Local Locations• Maps• Directions• Inventory• Pricing

• Local Reviews• Local Phone vs. Toll-Free Number• Local Content Relevant to your Business

• Crime Data• Safety Statistics

Beyond SEO and Digital

• Leverage local content and data to help your team win!

• Sales reps can share the data from your local content to reinforce the value they are offering when “at the door” making their pitch to a prospect.

• Retention teams can use the data to stay relevant when speaking to customers in your local markets.

Social and Paid Media• Social media is a great place to

amplify your local content.

• Many advertising platforms allow you to geographically target users—or in the case of search engines, you can target by geo-modified terms(search phrases that include the city name). Why not share your local content with them?

• Include local content and data in any of your localized paid media landing pages. Even a small amount of localized content adds value.

Question slide

Transition to Cynthia’s slides

Why Personalize?

Consumers are more connected than ever

Search has Gone Mobile

If you’re not mobileGoogle says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.

Local Intent88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours.

Willingness to share location62% of adults under 34 are willing to share their location get more relevant content

The Ultimate Personalization is Localization

Engage at the Local Level!

Local Landing Pages for Each Store

• Enables you to quickly and easily publish highly relevant pages for each location

• Ensures rankings that get your locations found in search

• Creates interactions that convert searches to customers

Incorporate Local Specific Content

Landmarks, Services, Events, Products

• Showcase local attractions and nearby information for travelers on local pages

• Highlight additional services that your company offers

• Incorporate hyper-local events and social media to engage visitors

• Add in-store inventory and products to drive conversions

Unleash the Power of Local

Optimized store locator drove 42% lift in search volume across 1,470 local pet specialty retail locations

Utilize User Generated Content

• Engage local consumers at the local level with User Reviews, Comments & Review integration

• Easily integrate dynamic content like product feeds or reviews

• Use on-page elements to control what your customers are interacting with

• Increase user interaction at the local level

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Thank You! Questions?

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