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Secrets Revealed: Get Found Online

FasterChristian Ward

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

AGENDA

What Is An Online Presence? The Local Search Ecosystem Scanning Your Online Presence: A

Business Example The Solution from Deluxe Q&A

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

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What Is An Online Presence?

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

WHAT IS AN ONLINE PRESENCE

Just like the sign on your office, the billboard on your street, or the printed yellow pages

Presence in the digital world is utilized to find your business

Having a strong connection between the online world and the offline world is critical – even if you don’t sell online…

Why?

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Because Online Drives Offline!

of purchase-related conversions occur within 1 hour of initial mobile search55%

of in-person purchasesinclude online research40%

of purchasing decisions are made in person & locally

76% Sources: Google, April 2012; Google, March 2013; POPAI, June 2012

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And Local Offline Sales are Massive

$6T offline

$400B Online

SALES

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Just How Big is Online Sales?

$1.0B

of these

Imagine 400 sets of these 10 palettes in online salesBut this is just what is bought, what about what is researched? Analyzed? Found? But bought Offline?...

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Online vs. Offline Spending

$1.0Tin Hundred Dollar Bills

6 sets of these in Offline Spending each year!

you are hereoffline

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Offline Local Sales Rule

Core to every local business, large and small

And the connection between online and offline is getting stronger everyday

The consumer is now looking for you not offline, but, specifically, online

And mobile is starting to dominate that as well

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Mobile Search is Local Search

50% oflocal search is mobile

Neustar Localeze 15miles, March 2013

This means that digital search is dominating consumer behavior

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Mobile Influences the Local Experience

88% of smartphone

owners use it to find local

information

Keynote, 2012

Neustar Localeze 15miles, March 2013

78% of Mobile Searches

end in a purchase

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

So What is Online Presence?

It is your businesses digital footprint Your business website is only one portion of

your online presence Online Presence really consists of several

key items Your website Directory listings, Search Engine Listings Your social presence Reviews of your business

Each item is different and each requires attention

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Keys to Success

Be Found Your online presence is the key to being found Every missing phone number, incorrect address,

and misspelling is costing you serious business Further, this data is polluting the ecosystem of

Local Search Be Engaged

Make your presence stand out with great content Engage socially with your customer base

Be Nice

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

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Local Search Ecosystem

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The Local Data Ecosystem

Data about every business comes from many sources

Government forms, Inspection forms, Social Media, UGC, Reviews, Data Aggregators, Businesses themselves

All of this information is compiled and mixed up in many different forms

This actually creates a highly complex mess for businesses

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Local Search Ecosystem

Local Data

Data Aggrega

tors

Publishers &

Directories

Government

Records

User-submitted contentCrawled

Website Data

Each source competesThey are “compiled” every day/week/monthWhen sources disagree, duplicates and errors aboundWorst of all, the Business themselves are not in control

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

?

Yahoo! User Review

Google Places User

Customer Facebook Post

Mobile Yelp User

Yahoo! Mobile User

Yelp App User Signal

Claimed Yahoo Listing

Regional Directory

Foursquare Check-in

Claimed Yelp Listing

Angie’s List Review

Twitter Post

Store Locator

DexKnows Page

News Article

Bing Local Listing

IRS Filing

Secretary of State

Bank Loan Data

Unstructured Forum

Phone Records

Trademark Application

Acxiom Database

Out of Biz Call Center

Lexis Nexis Directory

Infogroup Database

Patent Registration

EIN Update Form

Offshore Location Team

GigWalk Submit

Thomson Reuters

Nasdaq Filings

The Local Data EcosystemThink of it This Way…

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Competing Data Causes Problems

Imagine asking 10 people where a restaurant is Goodfella’s

Pizzeria144 Orchard

St(212)432-3200 Agreed

Yup!

Perfect.

Exactly

yes.

Spot on.

Confirmed.

That’s it.

Same.

High Confidence! For your customers and the Search Bots

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But What if Instead, The Answers Were

Goodfella’s Pizzeria

144 Orchard St(212)432-3200

Good Fella Brick Oven

144 Archer St.

212.345.1122

Where?

You mean Goodfella’s

LES?

Never heard of it.

144 Orchard Ave.

Great movie.

I don’t think I know them.

Low confidence, lost business, and lower ranks in search

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Scanning Your Online Presence: A Business Example

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

For Example

Using the Deluxe online presence scan

This Goodfella’s Pizzeria can get an instantaneous analysis

Including links directly to each

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Each error can cost you rankings

It’s not good enough to be “close” in this game

Missing online presence is a lost opportunity

This is an ongoing problem that requires constant attention

Confusion

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Search Engines & Confusion

As with our example, search engines like Google use a similar method

They “crawl” millions of sources looking to gain confidence on where, when, and what

If they are more confident, you move up in rank

Confusion in the data of Name, Address and Phone are the biggest causes of problems (aka citations)

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

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The Solution

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Deluxe Business Directory Listing Partners

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Listings: Yelp

Yelp crowd-sources valuable local business reviews by customers for customers—with over 117 million users totaling around 47 million reviews

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Listings: Yahoo!

Categories

Clickable Featured Message

Business Descriptions

Photo Gallery

Payments Accepted

Hours of Operation

Core Geodata

Fast Updates

Review Alert

External Links

Video

Analytics

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Listings: Bing

Business Descriptions

Core Geodata

Photos

Hours of Operation

External Links

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Listings: MapQuest

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Summary

Your online presence is critical

Broken floodlight theory

Be found, be engaged, be nice

It’s a complex problem, but there is a solution…

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

Questions?

Run your free scan now… https://ww.deluxe.com/small-business/search-engine-

marketing/online-directory-scan/