Local Overview_Local_Tyler H_03062013

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By: akashbathla (75 month(s) ago)

Hi Tyler, this presentation is now featured on authorSTREAM. Congratulations and keep up the great work! - Akash, authorSTREAM Team.

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OPTIMIZING L CAL:

OPTIMIZING L CAL u sing consumer-facing information to supplement organic SEO optimization milestone internet marketing ® - 2013

WHAT IS LOCAL?:

WHAT IS LOCAL ?

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Definition: lo·cal ( lōkəl ) 1. the details and information that appears for an individual business listing, tied to a specific geo-location 2. business data integrated into search engine results, maps, apps, and other consumer products and devices. N.A.P location NAME GPS likes f ax # pic Profile +1 FOLLOWERS URL address phone CATEGORY t itle tag OUTLETS cover flow login c heck-in G+ email circles What is Local? MILESTONE INTERNET MARKETING

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What is Local? MILESTONE INTERNET MARKETING

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Used for Mobile Search + Hyper-Local Apps Ensure Correct Business Info is Shared Online Effect on Organic Search Engine Results Ranking Accurate GPS Location Data What is Local? MILESTONE INTERNET MARKETING

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SEARCH OPTIMIZATION STRATEGY LOCAL + REVIEWS What is Local? MILESTONE INTERNET MARKETING

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LOCAL + REVIEWS SOCIAL WEBSITE MOBILE PAID SEARCH SEARCH OPTIMIZATION STRATEGY What is Local? MILESTONE INTERNET MARKETING

IN SEARCH RESULTS:

IN SEARCH RESULTS

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Beyond its organic impact, Local listings within search engine results are critical due to their display “real estate” on the search results page. Where is Local? MILESTONE INTERNET MARKETING

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Paid Search Organic (with rich snippets) Local Related/On-Site Outlets and/or Blogs User-Generated Content Sites Social Media Channels

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Paid Search Organic Local Related/On-Site Outlets and/or Blogs User-Generated Content Sites Social Media Channels

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Paid Search Organic Related/On-Site Outlets and/or Blogs User-Generated Content Sites Social Media Channels Local

IMPACT ON SEARCH:

IMPACT ON SEARCH

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Organic results have been more and more fragmented, with the variety of search products offered 2/3 of searches have a local intent, highlighting the importance of relevant, localized results LOCAL PPC GDS SOCIAL BACKLINKS IMAGES VIDEOS META DATA MAPS EVENTS TITLE TAG CONTENT AUTHORSHIP MOBILE REVIEWS Why Go Local? MILESTONE INTERNET MARKETING

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6. Quantity and quality of user reviews Ranking factors for local results varies from channel to channel, but of the typical top 10 factors, Milestone can impact 8 of those factors 1. Physical geo-location of business 2. User location at time of search query 3. Accurate categories selected within listing 4. Quantity of local, authoritative citations 5. Ownership verification and activity on listing Why Go Local? MILESTONE INTERNET MARKETING

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Besides the benefits of having accurate business and location information, having optimized local listings can help supplement organic website optimization – taking a business from low in the results, to the top of page 1. Why Go Local? MILESTONE INTERNET MARKETING

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Why Go Local? Google results ranking from March, 2012

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Why Go Local? Google results ranking from March, 2013

DATA FEEDS:

DATA FEEDS

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Beyond the consumer-facing local listings, Milestone utilizes a select group of data feeds to provide authoritative data for those listings to reference. Using Data Feeds MILESTONE INTERNET MARKETING

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Using Data Feeds MILESTONE INTERNET MARKETING

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Beyond data feeds, many other quasi-local websites influence the data found on the primary set of local listings. Local ‘Influencers’ MILESTONE INTERNET MARKETING

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Local ‘Influencers’ MILESTONE INTERNET MARKETING

LOCAL CHANNELS:

LOCAL CHANNELS

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Local Listings MILESTONE INTERNET MARKETING

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Local Listings MILESTONE INTERNET MARKETING

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Local Listings MILESTONE INTERNET MARKETING

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Local listings have the power to influence potential customers through reviews, images, offers, social posts, and most importantly – accurate business information ! Local Listings MILESTONE INTERNET MARKETING

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Accurate Name, Address, Phone Number Correct URL, verified and linked to website Optimized Content for Descriptions & Posts Proper Categories selected for Business Profile, Cover and Business images Manager access to listing ( where available ) Accurate geo-location of map marker Key Elements of Local MILESTONE INTERNET MARKETING

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Google MILESTONE INTERNET MARKETING Google is the most popular search engine, with more than two-thirds of the desktop market and nearly 90% of all mobile search queries

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Correct UNAP and contact information Optimized Images for profile, cover and of property Accurate map marker location Correct Categories Merged and verified Optimized content ZAGAT generated score Get Custom URL: + HyattEscalaLodge User Reviews of Business

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Google+ Local has become more and more integrated with other, internal Google products as the platform matures into a “hub” for Google Google MILESTONE INTERNET MARKETING

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Having optimized outlets increases organic traffic from local, and ensures user-generated content is directed to the correct business listing… Google MILESTONE INTERNET MARKETING

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Google Photos for Business ™ , is also know as Google Inside View Prices will vary slightly by region, but because of relationships with photographers, Milestone will be able to offer discounted prices to Local clients Google MILESTONE INTERNET MARKETING

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Google MILESTONE INTERNET MARKETING

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Google Inside Maps is built-in to the Maps program, and allow customers to explore exact locations of outlets, shops, restrooms, etc. Google will integrate these Inside Maps with their Google+ system, and allow user to locally socialize within businesses, parks, malls and other spaces. Google MILESTONE INTERNET MARKETING

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Google MILESTONE INTERNET MARKETING

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Bing MILESTONE INTERNET MARKETING Bing is the default search engine for all of Windows products (mobile and desktop), and is heavily tied-in with Facebook’s billion-plus users

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Additionally, Bing distributes its information to sources like TripAdvisor, Facebook, and Garmin GPS units Bing MILESTONE INTERNET MARKETING

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Facebook and Bing’s search partnership has become even more important, with the launch of Facebook Graph Search , highlighting social impact on search results Bing + Facebook MILESTONE INTERNET MARKETING

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As Facebook expands more and more into local business listing and local business reviews, expect it to play a larger and larger impact on organic search influence Bing + Facebook MILESTONE INTERNET MARKETING

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MAPS Yahoo! MILESTONE INTERNET MARKETING Yahoo! has recently increased the number of third-party partnerships to better compete, and has an active user-base of over 300 million for its various products

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Nokia MILESTONE INTERNET MARKETING Nokia has had a mapping program for mobile devices and GPS for well over a decade, and with their app now a top location and local app on Windows phone.

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After a poorly-received debut by Apple Maps, Nokia Maps gained a share of iOS market Nokia also has a well-respected mapping program used by many other companies – such as Bing Maps and even auto companies like Toyota. Nokia MILESTONE INTERNET MARKETING

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Foursquare MILESTONE INTERNET MARKETING Foursquare has developed from a mobile-only social media app, into a full-fledge local information and user review channel.

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Yelp MILESTONE INTERNET MARKETING The most popular mobile review app also provide business data and reviews to other local listings, such as Apple’s iOS Maps and Bing Local

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Yelp business listings are further enhanced with business specialties, responses to user reviews, business photos, and trackable check-in offers. Yelp MILESTONE INTERNET MARKETING

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Apple MILESTONE INTERNET MARKETING In 2012, iPhone and iPad users spent 30% in hospitality than other consumers, and with its new default map app, Apple is expanding into Local

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Apple Maps does not yet have a listing management system, and instead relies on other data sources Apple MILESTONE INTERNET MARKETING

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Mapquest MILESTONE INTERNET MARKETING Once a mapping-only program, Mapquest has recently branched out in the “local listing market” with has a user-facing local product that can compete head-to-head with the most popular mobile apps

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TripAdvisor MILESTONE INTERNET MARKETING TripAdvisor is a strong source of authoritative information for hotels, and their outlets – and can be a good source of highly-interested traffic (with an “business listing”)

LOCAL MANAGEMENT:

LOCAL MANAGEMENT

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In order to control the information, and any available social options and offers, businesses have the ability to access all of their local listings Managing Local MILESTONE INTERNET MARKETING

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In order to allow clients to directly communicate to users – both through social media posts and from responding to reviews – Milestone will create management access credentials, per the clients request. Growing the number of ‘followers’, ‘likes,’ user reviews, ‘+1s’ and check-ins, will all positively impact organic traffic. Social Signals MILESTONE INTERNET MARKETING

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For most posts, you’ll want to highlight any of the following items: Major Events near the property (i.e. Sports, Community, Conferences, etc) Events happening on-property (especially for Resort properties) Updates and Events related to major Holidays Specials and Promotions being offered by the business Interesting facts, pictures or videos related to the business or region Besides an engaging topic, make sure to have a link somewhere in the post to bring people to the conversion point Social Signals MILESTONE INTERNET MARKETING

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Sign-in to Google, using the designated group login… Posting on Google+ MILESTONE INTERNET MARKETING this information pertains only to Google+

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Copy and paste the G+ page URL from the “PIN” sheet into the address bar… Posting on Google+ MILESTONE INTERNET MARKETING this information pertains only to Google+

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Go to the ‘Posts’ tab and click on the ‘ share what’s new… ’ box (shown below)… Posting on Google+ MILESTONE INTERNET MARKETING this information pertains only to Google+

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Determine your post content and post type… Posting on Google+ MILESTONE INTERNET MARKETING this information pertains only to Google+

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Add an Image Link a Video Host an Event Link to a URL Include an image from your albums, or upload a new file Upload or link to a video on YouTube Create an event at the business, and send invites Add a link to another website in your post Enter your post content here, and add any multimedia below… Posting on Google+ MILESTONE INTERNET MARKETING this information pertains only to Google+

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Congratulations! Your post is now live on Google+ Posting on Google+ MILESTONE INTERNET MARKETING this information pertains only to Google+

USER CONVERSION:

USER CONVERSION

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Content created by users – whether its social posts, business reviews or blog articles – impact organic ranking. Local listings are now integrated with user content channels – both social and review opportunities User-Generated Content MILESTONE INTERNET MARKETING

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Ratings and review heavily impact both organic ranking, and consumer conversion rates… User-Generated Content MILESTONE INTERNET MARKETING

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Mobile search represents the largest area of growth in the search engine industry – with well over 12 billion local search queries in 2012 CITED : http://searchengineland.com/analyst-mobile-to-overtake-pc-for-local-search-by-2015-119148 Mobile + Local MILESTONE INTERNET MARKETING

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CITED: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/d Mobile + Local MILESTONE INTERNET MARKETING

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CITED: http://www.howtogomo.com/en/d/why-go-mo/#mobile-best-practices Mobile + Local MILESTONE INTERNET MARKETING

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CITED: http://www.business2community.com/sales-management/5-top-of-funnel-fixes-for-lead-degeneration-0407353 Mobile + Local MILESTONE INTERNET MARKETING

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http://www.comscore.com/Insights/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior CITED: http://searchengineland.com/4-mobile-search-trends-tackled-at-smx-west-2013-151657 Mobile + Local MILESTONE INTERNET MARKETING

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Mobile + Local MILESTONE INTERNET MARKETING

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Mobile + Local MILESTONE INTERNET MARKETING When potential customers search hotel near sfo

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When potential customers search will they find you ? Mobile + Local MILESTONE INTERNET MARKETING

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With the ever increasing amount of search volume coming from mobile devices, especially with search queries with local intent, having accurate local listings is no longer a choice. Local ‘Influencers’ MILESTONE INTERNET MARKETING

TROUBLESHOOTING:

TROUBLESHOOTING

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Otherwise known as URL , Name , Address and Phone Number ; having correct UNAP across the web is a crucial ingredient for search optimization efforts Common Issues MILESTONE INTERNET MARKETING

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Having inaccurate UNAP on any one local listing or local ‘influencers’ can result in a compounding “snowball effect” as bad data is shared across the web… Common Issues MILESTONE INTERNET MARKETING

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Common Issues MILESTONE INTERNET MARKETING

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Beyond initial and on-going optimization of listings, Milestone reviews local listings to ensure continuous accuracy Milestone uses advanced industry resources to troubleshoot any and all issues that are encountered Troubleshooting MILESTONE INTERNET MARKETING

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Internal Analytics Analysis and Edits “On-Page” User Edits to Listing Use Map Editors, per each Platform Escalation + Advanced Support Forms Communication with Product Managers Troubleshooting MILESTONE INTERNET MARKETING

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Milestone Account Managers and Local Team members have advanced resources at their disposal, to efficiently resolve issues if and when they may arise. Troubleshooting MILESTONE INTERNET MARKETING

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With a close relationship with Google product managers, Milestone uses current best practices and troubleshooting tactics. Google Support MILESTONE INTERNET MARKETING Milestone also utilizes Google+ Local support in major metro areas…

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Google Support

COMPARE + CONTRAST:

COMPARE + CONTRAST

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Local Services MILESTONE INTERNET MARKETING

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Large volume of channels Proprietary listings Variety of feed types Features such as menus & event options Local Services

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Local Services

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Useless “junk” listings No duplicate removal Added Fees for support Limited customer service Risk of creating duplicates No access to some listings Can’t respond to reviews Large volume of channels Proprietary listings Variety of feed types Features such as menus & event options Local Services

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Local Services

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Verified business UNAP Mix of local channels Efficient “feed” setup Useful add-ons like floor plans, offers and social media Local Services

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Listing manager access + Post social content + No “junk/fluff” listings Respond to your reviews + Adhere to SEO best practices Track impact of local * + = for channels with social * = when analytics available Verified business UNAP Mix of local channels Efficient “feed” setup Useful add-ons like floor plans, offers and social media Advanced troubleshooting Local Services

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Local Services

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Milestone’s Local Business services provide a superior way to identify, troubleshoot, verify and interact with consumers through local search optimization , not with adding “fluff” listings. Local Services

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Milestone Local vs. Yext is a lot like comparing Apples to Oranges… Local Services

LOCAL OPTIMIZATION:

LOCAL OPTIMIZATION

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Submission into Data Feeds Verification and Optimization of Listings Supplemental Data Feeds and Secondary listings Advanced features within Local listings Troubleshooting of listings, if necessary Local Optimization

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Optimization of Additional Business outlets on Google+ Local Mapquest Local listing Google ‘Inside View’ and Floor Plan Optimization within Google Maps TripAdvisor ‘Enhanced’ business listing Ad-Hoc Local Troubleshooting Local Optimization

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Submission to all 3 data feeds – Localeze , InfoUSA and Acxiom Claim and optimize listings on Google+, Foursquare, Yahoo! and Yelp Ensure accurate UNAP across listings above; Bing, Mapquest, and others Troubleshooting of listings, if necessary ENHANCED Local Optimization MILESTONE INTERNET MARKETING Please contact Milestone’s Sales Team for the most up-to-date local options sales@milestoneinternet.com

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