BrightonSeo - MiShoplocal - Scaling and Controlling Your Brand in Local Search
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Transcript of BrightonSeo - MiShoplocal - Scaling and Controlling Your Brand in Local Search
Scaling Local Citations and Managing Your Brand in
Local Search
LOCAL SEARCH is more ABOUT your
ADDRESS than your website!
You don’t need a website for local search
You need an address
Distance
Relevance
Prominence
Local Search Drivers
Categories
Address
Influenced by
Content
Customer Reviews
LOCAL
LISTING
SITES
On
Local Listing Sites are not the same as Link Building Sites
There are HUNDREDS of LOCAL Listing Sites
Opening Hours
NameAddress 1Address 2Address 3
Phone: 01273 123456
Email: [email protected]
Business Description
Products & Services
Vouchers & Promotions
www.yourwebsite.com
20% off Shoes
Shoes, Training Shoes, Nike,
Mon – 9.00 to 17.30Tue - 9.00 to 17.30Wed - 9.00 to 18.00
Social Media
Photos
Project YourBrandLo
cal L
istin
gs
The address is fixed
BUT
everything else can change
Who lives at this address?
Imagine you are a Search Engine trying to ORGANISE information about an ADDRESS
What Search Engines and Customers See
What YOUWant
Which one is correct?
Local Listing Optimisation Increases your local search footprint
1st.Google Places
Results
Local Listing Sites
Appear in Local Search Results
Results
Client Listed on Landing
Page
Results
Client Name
Displayedin Listing
Title
Results
A physical address is a search asset
Local Listing Optimisation
Scaling
1. Clean N.A.P2. Content Prep.3. Claim4. Communicate5. Co-ordinate6. Control7. Continue (Maintain)
The 7 CsScaling:
1. Clean N.A.P
2. Content Prep.
Keep Content Simple
Address LogoBranch Images
Web Links
Products & ServicesOpening Hours
Product ImagesName
Phone Number
Email Business Descriptions
Social Media Links
Branch Specific
Branch GenericEither
The more branch variety – the harder to maintain
Categories
Business DescriptionSpace varies by listing site.
Use the space!
800
500350
10001500
200
Characters
LOGOYOUR
Listing sites use different sized logos
Incorrectly sized logos can be distorted
Too Small
Too Big
Stretched
Squashed
Cropped
Blurred
Pixelated
Annoying
Fashion Shop Or Uniform Supplier?
Categories
Categories Must be Correct & Consistent
Branch List MasterBranch Name
Contact Name
Address Line 1
Address Line 2
Town CountyPost Code
PhoneBusiness
Email200 350 500 800 1000 1500
Branch 1 Manager Address Line 2 Address Line 2 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 2 Manager Address Line 3 Address Line 3 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 3 Manager Address Line 4 Address Line 4 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 4 Manager Address Line 5 Address Line 5 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 5 Manager Address Line 6 Address Line 6 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 6 Manager Address Line 7 Address Line 7 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 7 Manager Address Line 8 Address Line 8 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 8 Manager Address Line 9 Address Line 9 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 9 Manager Address Line 10 Address Line 10 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 16 Manager Address Line 17 Address Line 17 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 18 Manager Address Line 19 Address Line 19 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 20 Manager Address Line 21 Address Line 21 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,
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Branch GenericBranch SpecificBranch Detail
Branch Detail
Approve Content and NAP
beforestarting work
3. Claim Your Place
Claim Sites Relevant to Your
Sector and Location
0 Not Listed
1 Listed - but incorrect
2 Listed but incomplete
3 Listed with content
4 Claimed but unoptimised
5 Claimed and optimised
Key
Presence – The extent to which a branch is listed across multiple sites
Completeness – The extent to which a branch is represented across these sites
Branch Score – The local search rating for a given branch
Directory Score – The extent to which the directory and its features are utilised
Branch Google Places
localdatasearch
scoot
touchlocal
shopping-time
Bing
uk.nom
aofoursquare
thom
sonlocal
localstore
yell
localmole
qype
manta
primeplace.nokia
yelp
townpages
uk.local.yahoo
bizwiki
hotfroguk
cylex-uk
theigroup
placeslocally
mysheriff
freeindex
Pres
ence
Com
plet
enes
s
Bran
ch S
CORE
1 Durham 4 3 2 2 2 2 2 0 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 76% 35% 27%2 Bath 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 2 1 0 0 0 0 0 0 76% 34% 26%3 Chester 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 0 2 0 2 0 0 0 0 0 0 68% 32% 22%4 Brighton 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 0 0 0 0 64% 30% 19%5 Harrogate 4 3 2 2 2 2 2 2 0 2 2 1 2 2 2 0 0 0 0 0 0 0 0 0 0 56% 26% 14%6 Leeds 4 3 2 2 2 2 2 2 0 2 2 0 2 0 0 3 0 0 0 2 0 0 0 0 0 52% 26% 13%7 Aldeburgh 4 2 2 2 2 0 2 2 2 2 2 2 0 2 0 0 0 0 0 0 2 0 0 0 0 52% 24% 13%8 Nottingham 4 3 2 2 2 1 3 2 0 2 2 0 1 2 2 0 0 0 0 0 0 0 0 0 0 52% 24% 13%9 Aberdeen 4 3 2 2 2 2 2 1 0 2 2 1 2 2 0 0 0 0 0 0 0 0 0 0 0 52% 23% 12%10 Tunbridge Wells 4 3 2 2 2 2 2 2 1 0 2 2 2 0 0 0 0 0 0 0 0 0 0 0 0 48% 22% 11%11 Manchester 4 2 2 2 2 2 2 2 0 2 0 1 0 2 0 2 0 0 0 0 0 0 0 0 0 48% 22% 10%12 Glasgow 4 1 2 2 2 2 2 2 0 2 1 0 0 0 0 2 0 0 0 0 0 0 0 0 0 44% 19% 8%13 Wimbledon 4 3 2 2 2 2 1 0 0 2 0 1 2 0 0 0 0 0 0 0 0 0 0 0 0 40% 18% 7%14 York 4 3 0 0 2 0 2 0 1 2 2 0 0 2 2 0 0 0 0 0 0 0 0 0 0 36% 17% 6%15 Chichester 4 0 2 2 2 2 0 2 0 0 1 2 2 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%16 Belfast 4 1 2 2 2 2 0 2 0 0 1 2 0 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%17 Exeter 1 3 2 2 0 1 2 2 0 2 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 36% 14% 5%18 Kingston 4 3 2 2 2 2 0 2 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 32% 16% 5%19 Manchester 4 1 2 2 2 2 2 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 32% 15% 5%20 Cardiff 4 0 0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 8% 5% 0.4%
Directory Score 77% 77% 36% 36% 36% 32% 32% 31% 30% 30% 26% 21% 21% 20% 14% 13% 8% 7% 5% 4% 2% 0% 0% 0% 0%
Branch Google Places
localdatasearch
scoot
touchlocal
1 Durham 4 3 2 2 2 2 2 0 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 76% 35% 27%2 Bath 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 2 1 0 0 0 0 0 0 76% 34% 26%3 Chester 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 0 2 0 2 0 0 0 0 0 0 68% 32% 22%4 Brighton 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 0 0 0 0 64% 30% 19%5 Harrogate 4 3 2 2 2 2 2 2 0 2 2 1 2 2 2 0 0 0 0 0 0 0 0 0 0 56% 26% 14%6 Leeds 4 3 2 2 2 2 2 2 0 2 2 0 2 0 0 3 0 0 0 2 0 0 0 0 0 52% 26% 13%7 Aldeburgh 4 2 2 2 2 0 2 2 2 2 2 2 0 2 0 0 0 0 0 0 2 0 0 0 0 52% 24% 13%8
9 Aberdeen 4 3 2 2 2 2 2 1 0 2 2 1 2 2 0 0 0 0 0 0 0 0 0 0 0 52% 23% 12%10 Tunbridge Wells 4 3 2 2 2 2 2 2 1 0 2 2 2 0 0 0 0 0 0 0 0 0 0 0 0 48% 22% 11%11 Manchester 4 2 2 2 2 2 2 2 0 2 0 1 0 2 0 2 0 0 0 0 0 0 0 0 0 48% 22% 10%12
13
14 York 4 3 0 0 2 0 2 0 1 2 2 0 0 2 2 0 0 0 0 0 0 0 0 0 0 36% 17% 6%15 Chichester 4 0 2 2 2 2 0 2 0 0 1 2 2 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%16 Belfast 4 1 2 2 2 2 0 2 0 0 1 2 0 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%17
18
19
20
Branch Google Places
localdatasearch
scoot
touchlocal
1 Durham 4 3 2 2 2 2 2 0 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 76% 35% 27%2 Bath 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 2 1 0 0 0 0 0 0 76% 34% 26%3 Chester 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 0 2 0 2 0 0 0 0 0 0 68% 32% 22%4 Brighton 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 0 0 0 0 64% 30% 19%5 Harrogate 4 3 2 2 2 2 2 2 0 2 2 1 2 2 2 0 0 0 0 0 0 0 0 0 0 56% 26% 14%6 Leeds 4 3 2 2 2 2 2 2 0 2 2 0 2 0 0 3 0 0 0 2 0 0 0 0 0 52% 26% 13%7 Aldeburgh 4 2 2 2 2 0 2 2 2 2 2 2 0 2 0 0 0 0 0 0 2 0 0 0 0 52% 24% 13%8
9 Aberdeen 4 3 2 2 2 2 2 1 0 2 2 1 2 2 0 0 0 0 0 0 0 0 0 0 0 52% 23% 12%10 Tunbridge Wells 4 3 2 2 2 2 2 2 1 0 2 2 2 0 0 0 0 0 0 0 0 0 0 0 0 48% 22% 11%11 Manchester 4 2 2 2 2 2 2 2 0 2 0 1 0 2 0 2 0 0 0 0 0 0 0 0 0 48% 22% 10%12
13
14 York 4 3 0 0 2 0 2 0 1 2 2 0 0 2 2 0 0 0 0 0 0 0 0 0 0 36% 17% 6%15 Chichester 4 0 2 2 2 2 0 2 0 0 1 2 2 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%16 Belfast 4 1 2 2 2 2 0 2 0 0 1 2 0 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%17
18
19
20
Local Listing Audit
0 Not Listed
1 Listed - but incorrect
2 Listed but incomplete
3 Listed with content
4 Claimed but unoptimised
5 Claimed and optimised
Branch Google Places
localdatasearch
scoot
touchlocal
1 Durham 4 3 2 2 2 2 2 0 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 76% 35% 27%2 Bath 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 2 1 0 0 0 0 0 0 76% 34% 26%3 Chester 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 0 2 0 2 0 0 0 0 0 0 68% 32% 22%4 Brighton 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 0 0 0 0 64% 30% 19%5 Harrogate 4 3 2 2 2 2 2 2 0 2 2 1 2 2 2 0 0 0 0 0 0 0 0 0 0 56% 26% 14%6 Leeds 4 3 2 2 2 2 2 2 0 2 2 0 2 0 0 3 0 0 0 2 0 0 0 0 0 52% 26% 13%7 Aldeburgh 4 2 2 2 2 0 2 2 2 2 2 2 0 2 0 0 0 0 0 0 2 0 0 0 0 52% 24% 13%8
9 Aberdeen 4 3 2 2 2 2 2 1 0 2 2 1 2 2 0 0 0 0 0 0 0 0 0 0 0 52% 23% 12%10 Tunbridge Wells 4 3 2 2 2 2 2 2 1 0 2 2 2 0 0 0 0 0 0 0 0 0 0 0 0 48% 22% 11%11 Manchester 4 2 2 2 2 2 2 2 0 2 0 1 0 2 0 2 0 0 0 0 0 0 0 0 0 48% 22% 10%12
13
14 York 4 3 0 0 2 0 2 0 1 2 2 0 0 2 2 0 0 0 0 0 0 0 0 0 0 36% 17% 6%15 Chichester 4 0 2 2 2 2 0 2 0 0 1 2 2 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%16 Belfast 4 1 2 2 2 2 0 2 0 0 1 2 0 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%17
18
19
20
0
0
1
125
4. CommunicateTell the branches what you are doing and what
they need to do
Expect verification calls
You need a Branch
Communication Plan
Gather Data
Prepare Data and Content
Notify Branches
Set-up and Claim Listing Sites
Set-up and Claim Google Places
Maintain
5. Co-ordinateGather Data
Prepare Content
Notify Branches
Set-up & Claim Listing Sites
Set-up & Claim Google Places
Maintain
Notify BranchesSign-Off to Go
1 2 3 4 5
6. Control
Login Emails & Passwords
Branch Changes
Telephone Numbers
Don’t let yourself go!
7. Continue
Are you in control of your local brand presence?
Are your branches a search asset?
Thoughts for the day
Thank You
David WhatleyMiShop.Local07891 360057