Calls, Local SEO, & Mobile Search: What You Need to Know in 2016
January 21, 2016
Webinar Will Be Archived
LSA16: San Francisco (March 7-9)
Today’s Speakers
Greg Sterling, VP Strategy & Insights, LSA
Mark Sullivan, Director of Partnerships, CallRail
Multiple Screens…
First ScreenMobile grabs 60% of digital media time; apps dominate (comScore, Flurry)
Smartphone penetration 79%. More than 90% of Millennials have smartphones (comScore)
More searches happening on mobile than desktop (Google 2015)
More than 7 billion monthly local queries in mobile (Google data)
Source: LSA research (2015), n=2,147 US adults
Mobile Dominates Local Search
Source: Wordstream 2015
Mobile Conversions Lag
Digitally Influenced Offline Commerce
Source: US Census Bureau (2015), World Bank (2015), Greg Sterling estimates based on Bureau of Economic Analysis, Census Bureau Data (2015)
At least $12 Trillion is influenced by internet (incl. mobile)
Total US GDP $17+ Trillion
Phone calls are a bridge between mobile and offline conversions
Calls a Bridge Between Digital and Offline
Source: IDC-YP study on local search behavior 2015 (n=750 US adults)
Local searchers are typically highly qualified and “ready to buy”
Average Time to Complete Local Search
Popular Wisdom: Calls Are Dying
Emerging conventional viewpoint but not actually true
61% of survey respondents said that click to call is most important “in the purchase phase” of the shopping process
Calls Conversions
Source: Survey of 3,000 US smartphone users, conducted by IPSOS on behalf of Google (2013)
Percent of consumers who would be very likely or extremely like to “click-to-call”
Source: Google, IPSOS (2014)
Calls Across Categories
SMBs Value Phone Calls
Source: BirghtLocal survey of SMBs (2015))
Preferred Local KPIs
Forecast: Mobile = 72% of Digital Ad Spent by 2019
eMarketer, 2015
Growth of Mobile Ad Spend (and Calls)
Source: Call volume estimates BIA/Kelsey (2015)
Calls, Local SEO, & Mobile Search: What You Need to Know in 2016
January 21, 2016
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Presenter[ W E B I N A R ]
Mark Sullivan
Director of Partnerships, CallRail
2011Founded
About CallRail[ W E B I N A R ] 19
25,000 +Companies
U.S. &
Canada
User Centric
Call Tracking & Analytics for Data Driven Marketers
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What I hope you’ll take away[ W E B I N A R ]
• What we’ve learned from analyzing millions of phone calls
• Best practices for using call tracking with Local SEO
• Q & A
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Is the phone call dying?[ W E B I N A R ]
March 2015
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Is the phone call dying?[ W E B I N A R ]
May 2015
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Is the phone call dying?[ W E B I N A R ]
July 2015
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Is the phone call dying?[ W E B I N A R ]
November 2015
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Calls are, in fact, on the rise[ W E B I N A R ]
• Q1 2015: +16%
• Q2 2015: +19%
• Q3 2015: +5%
• Q4 2015: +8%
CallRail Data: Call volume to SMBs over the past year
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Calls are, in fact, on the rise[ W E B I N A R ]
We talked 20% longer on phone calls in 2015 than in 2014
CallRail Data: Average call duration is also up
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Calls are, in fact, on the rise[ W E B I N A R ]
• Consumer preference for instant information (mobile search, voice search, etc.)
• The web is more and more friendly to phone calls (click-to-call, ad extensions,
etc.)
So what’s driving the increase in phone calls to SMBs?
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600+ companies, 1.3 million phone calls[ W E B I N A R ]
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600+ companies, 1.3 million phone calls[ W E B I N A R ]
• DuckDuckGo: +281%
• LinkedIn: +74%
• Facebook: +39%
• Amazon: +126%
• Bing Paid: +78%
• Yahoo Organic: +9%
• Yahoo Paid: +32%
• AOL search: -19%
• Citysearch: -20%
• Kudzu: -23%
• Superpages: -47%
• YP: -25%
• Pinterest: -51%
• Twitter: -27%
2015 Winners 2015 Losers
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Best practices: Call Tracking & Local SEO[ W E B I N A R ]
• NAP Consistency & bad ideas
• DNI - risk and reward
• Organic tracking number & First Time Caller
Let’s clear up some confusion.
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Best practices: Call Tracking & Local SEO[ W E B I N A R ]
Avoid using different phone numbers for citations, unless you
simply don’t care about the risk to visibility.
NAP Consistency
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Best practices: Call Tracking & Local SEO[ W E B I N A R ]
Risk: Minimal to none
• Javascript
• How we address the risk at CallRail
Reward: You get to be a better, data-driven marketer.
Dynamic Number Insertion
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Best practices: Call Tracking & Local SEO[ W E B I N A R ]
Organic number• less data, more accountability
• number portability
First Time Callers: the KPI to rule them all
Organic Tracking Number&
First Time Callers
Give CallRail a Test Drive[ W E B I N A R ] 34
14 Day Free Trial
No credit card needed
Go to www.callrail.com/pricing
Thank you!
Q & A
Greg Sterling, VP Strategy & Insights, LSA
Mark Sullivan, Director of Partnerships, CallRail
Source: Google, April 2015
• Searches with “near me” have surged 34x since 2011, and have nearly doubled since last year
• 4 out of 5 searches with ‘near me’ came from mobile devices in Q4 2014
• 50% of consumers who conduct a local search on their smartphone visit a store within a day
Mobile ‘Near Me’ Search
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