Location, Location, Location – the basics and creative routes

Jenny Simpson, Head of PR & Content, Stickyeyes

Experience• 14 years of Search Marketing Experience• UK’s most progressive and 6th largest search agency • Unique data driven approach using our own innovative technology

Resource• £14m+ Annual Turnover• Team of 65 people in house• Entire off-site SEO team working in-house• In-house experience across a side range of verticals

Track Record• Over 400+ #1 rankings in a single year on Google.co.uk• Numerous top ranking terms across Europe & US• Consistently increase sales volumes via SEO and PPC below target Cost Per Sale

Who are Stickyeyes?

A total of 55 clients working across 18 verticals including retail, travel, and many more, delivering results in highly competitive areas including retail, finance and gaming.

Who we work with

So, what do we mean by Local?

• Promoting location-based services

• Exploiting geo-location opportunities, especially through Mobile

• Localisation for international audiences

• Using localisation within creative routes – aligning with PR and Social Media

Multiple customer touch points increase Local’s importance:

Google says users searched 18 times, on average, before booking in 2010

PPC/Organic SEO Info/Apps Reviews / Blogs

Search in 2011: Requires richer content, no cheating!

VINCE CAFFEINE PANDASearch Engine volatility across key verticals. Source: Stickyeyes

Mobile use is a gamechanger:

• 95% of smartphone users have searched for Local information• 77% have contacted a business, with 61% calling and 59% visiting the local business• Half of those who see a mobile ad take action, with 35% visiting a website and 49%

making a purchase

Source: Google

Even if you aren’t selling local services, prove you are real…

… are you a web only retailer competing with big brands with a bricks and mortar presence?

http://www.mobileshop.com – one of the biggest losers in the Panda update

Revealing Google Maps results…

Local effects natural and paid search

Reviews

Ratings

Reviews and ratings are influencing customers even before clicking through

Google are now offering FREE photography of interiors Think Google Streetview for hotel interiors!

Imagine the power of that on search results…

New in Local…

Let’s start with: Stickyeyes is a Leeds-based search marketing agency

But, what does Local really mean…

Being in Leeds tells you that we are also in…

Yorkshire

North of England

UK

Europe

Local can cover a big area…

What is Local to you?

Are your local assumptions correct?

International Localisation: Don’t be lost in translation…

International Localisation: Don’t be lost in translation…

Après-ski? Relaxing times, a meal or time in the sauna

International Localisation: Don’t be lost in translation…

Après-ski? Get the drinks in after a day on the slopes!

International Localisation: Don’t be lost in translation…

Après-ski? Basically – just drinking in the mountains!

It’s not just functionality – Local can drive PR campaigns

With some extra creativity and a Local angle, this charity campaign became…

It’s not just functionality – Local can drive PR and Social Media campaigns – promoting you across touch points

…an Award-Winning campaign

The 1st FourSquare check in at the North Pole

Local considerations for retailers with Local services and products

• QR Codes – align them with your Social Media strategies

• Press Releases – state your location – you can quickly gain visibility

• Optimise your videos and images for Local search terms

• Restaurants – use the hRecipe micro-format for rich snippets in search listings

• Are your ads Localised?• Gain traction with real reviews

THINK HUMANS…

THE ROBOTS WILL FOLLOW…

Summing up…

To find out about creative and data-driven solutions from Stickyeyes

Email: hello@stickyeyes.com Twitter: @stickyeyes @jennysimpson

Monitor and protect your brand online with http://www.marketdefender.com/

360 degree view of Social Media with http://social.stickyeyes.com

Sources and Useful Links

Thank you!

Summing up…