Importance of Local Listings + Search · 2018-02-09 · Importance of Local Listings + Search KATE...
Transcript of Importance of Local Listings + Search · 2018-02-09 · Importance of Local Listings + Search KATE...
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Importance of Local Listings
+ Search
KATE KOTZEA Click Rain
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KATE KOTZEADirector of Marketing Technology@katekotzea | @clickrain
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60% of travelers use navigation apps while traveling
71% of people look up or confirm the location of a business before going for the first time
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46% of Google searches are LOCAL
-Hubspot
46%
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85% of leisure travelers decide on activities only after having arrived at the destination.
-Think Google
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Smartphone searches at hotels increased 30% in the last year.
-Think Google
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LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
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101Terminology
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Organic Search Result
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Organic Search Result
Paid Search Ad
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Organic Search Result Google
Maps
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Organic Search Result
Organic Results
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Organic LOCAL
Search Result
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Over the past two years, comparable searches without “near me” have
grown by 150%
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8 Signals to help you rank for local search results
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
BEHAVIORAL SIGNALS - 10%
(CTR, mobile clicks to call, check-ins, etc.)
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
BEHAVIORAL SIGNALS - 10%
(CTR, mobile clicks to call, check-ins, etc.)
PERSONALIZATION 10%
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
BEHAVIORAL SIGNALS 10%
(CTR, mobile clicks to call, check-ins, etc.)
PERSONALIZATION 10%
SOCIAL SIGNALS 4%
(Google engagement, Facebook, Twitter, etc.)
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Local Audience + Local Intent
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LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
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An online entry that contains your business:
● Name● Address● Phone Number● Category
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An online entry that contains your business:
● Name● Address● Phone Number● Category
123 S. Main123 South Main
Click RainClickRainClick Rain, Inc
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moz.com/local/search
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Step 1
Search Your Business
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Step 2
Google My Business
google.com/business
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Step 3
Create Google Account
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Step 4
Create or Update Your Google My
Business Account
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Step 5
Claim or Verify Business
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Step 5
Claim or Verify Business
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Step 5
Claim or Verify Business
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Step 6
Enter or Update Your Information
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Step 7
Enter or Update Your Information
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ABILITY TO GATHER INSIGHTS
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What about multiple locations?
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Unique Listing Per Unique Location
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website.com/location-A website.com/location-B
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website.com/location-A website.com/location-B website.com/location-C website.com/location-D
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Year-over-Year VISITS
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LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
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MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
BEHAVIORAL SIGNALS - 10%
(CTR, mobile clicks to call, check-ins, etc.)
PERSONALIZATION 10%
SOCIAL SIGNALS 4%
(Google engagement, Facebook, Twitter, etc.)
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4 in 5 TripAdvisor users will “usually” or “always” reference reviews before deciding on an attraction to visit.
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88% of consumers trust online reviews as much as they trust personal recommendations.
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CREATE A REVIEW CULTURE
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REVIEW CULTURE
In-Store Signage
Follow-up Emails
Employee Engagement
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Create or Login to Your Account
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Search Your Business
tripadvisor.com/owners
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Claim Your Location
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Claim Your Location
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Update Your Listings
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Respond to Reviews
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Use Review Express
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TripAdvisor Widgets
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LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
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56% of Small Businesses have a Website
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56% of Small Businesses have a Website53%are mobile friendly
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1 in 3 mobile searches have local intent
-Small Business Trends
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Low Cost and High Impact
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LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
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85% of leisure travelers decide on activities only after having arrived at the destination.
-Think Google
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93% of online experiences begin with a search engine
-Search Engine Journal
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For local listings 68% of searchers used “click to call” or “get directions” in a mobile ad
-Hubspot
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SEARCH CAMPAIGN
PARAMETERS
Geography
Device - Mobile
Time of Day / Day of Week
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THINK LIKE A TRAVELER
Discount to Book Direct
Number of Locations
Review Links
Phone Number
Directions
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Dessert places
Cupcake store
Unique local dessert place
Fun thing to do with kids
WORDS TO BID ON
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Molly’s cupcakes
Molly’s desserts
WORDS NOT TO BID ON
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LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
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Importance of Local Listings
+ Search
KATE KOTZEA Click Rain