Tools & Strategies to Create an Airtight Local Search Campaign
-
Upload
searchexchange -
Category
Education
-
view
560 -
download
1
description
Transcript of Tools & Strategies to Create an Airtight Local Search Campaign
![Page 1: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/1.jpg)
Local Search Strategy
Search Exchange 2010
@DavidKyle
![Page 2: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/2.jpg)
History of Local Search
![Page 3: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/3.jpg)
Yellow Pages are still good for something…
![Page 4: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/4.jpg)
Local Search Campaigns are all about…
BLOWING UP THE PHONE!Photo courtesy of Gizmodo.com
![Page 5: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/5.jpg)
You can expect calls even if you have a Shopping Cart!
A phone call can raise trust level quickly.Photo courtesy of Jayco LLC
![Page 6: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/6.jpg)
CALL TRACKING!
I use and recommend: • Call Recording• Proxy & Javascript
rewrites• Flexible Programming• Call Input• Detailed Reports• Postback URL works
with GA and Omniture• EXCELLENT
Customer Service!
![Page 7: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/7.jpg)
Call Recording
• Displays Caller ID, time stamp, and campaign information.
• Download in MP3 format• Saved for a year
*** HIPAA and other professional association liability is passed to you!
![Page 8: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/8.jpg)
Proxy & Javascript Rewrites
• Based on rules set by referrer and/or search query
• Javascript number rewrite is the easiest to setup and use.
• Phone number is rewritten on the fly based on set rules.
![Page 9: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/9.jpg)
Flexible Programming
• Time of day
• # of phones called
![Page 10: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/10.jpg)
Call Input
• Preset Tags• Rating 1-10 Scale• Who took the call?• Assign a Revenue Value• Additional Notes
![Page 11: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/11.jpg)
Detailed Reports
![Page 12: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/12.jpg)
More Detailed Reports
![Page 13: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/13.jpg)
Tracking numbers can cause a negative effect on ranking in Google Maps.
You should use a consistent number for business listings on sites like Yelp, BOTW, etc.
![Page 14: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/14.jpg)
The State of Google Maps
CHAOS!!!
![Page 15: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/15.jpg)
For many verticalsMap Listings are the new #1
![Page 16: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/16.jpg)
Ranking Factors
Read David Mihm’s Report
http://www.davidmihm.com/local-search-ranking-factors.shtml
Last updated May 2009
![Page 17: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/17.jpg)
Number of Reviews Devalued
![Page 18: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/18.jpg)
Powerful Factor Nobody Talks About
![Page 19: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/19.jpg)
The Future of Maps Ranking
Focus on getting quality signals that confirm the phone number and address of your business.
I believe location based Social Media will be a big part of that.
i.e. Foursquare, Gowalla
![Page 20: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/20.jpg)
Using Adwords Ad Extensions
• Location Extensions
• Phone Extensions
![Page 21: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/21.jpg)
Location Extension
![Page 22: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/22.jpg)
Phone Extension
Photo courtesy of RetailMarketingBlog.com
![Page 23: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/23.jpg)
Recommended Follow/Blogs
• Mike Blumenthal @mblumenthal http://www.blumenthals.com/blog
• Mike Ramsey @niftymarketinghttp://niftymarketing.com
• Matt McGee @mattmcgeehttp://www.smallbusinesssem.com
![Page 24: Tools & Strategies to Create an Airtight Local Search Campaign](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d15a3b4c905805d8b530d/html5/thumbnails/24.jpg)
THANKS!