SMX West '16 - Putting Your Business On The Virtual Map

#SMX #XXA @BenuAggarwal

Putting Your Business On The Virtual

Map


• Evolution of Local Search • Most Crucial Factors• Local Maps and Important Channels• Measuring Success• Key Take Aways

Agenda


Evolution of LocaL Search


Search Results: Past vs. Present

Local Listing

Organic Results

Local 3 Pack

Paid Ads

2nd October 2008 8th Feb 2016

Local 3 Pack

Paid Ads


Finding The Differences

Local Listing

Organic Results

Local 3 Pack

Paid Ads

No direct website links in local 3 pack

Local 3 Pack

Paid Ads

Google Hotel Finder

No organic results above

the fold

Improved maps


Maps Results: Past vs. Present

2nd October 2008 8th Feb 2016 Enhanced

Profile

More focus on reviews

OTA Rates

Website link & clickable phone

link


Most Crucial Factors


• Physical location • Categories on GMB• No duplicate listing• Consistent url, name,

address or phone number (UNAP)

• Relevant and engaging content

• Reviews

Factor for Ranking Locally


Local Customer and Search Behavior

Customer Search

1 2 3Channels Displayed in Search Saturate Critical Channels

Responsive Site

Maps (Apple, Nokia, Bing)

Active Presence and

Engagement on Social Profiles

Trusted Sites, Reviews (UGC)

Mobile Ads Local Citations

Data Aggregators

IYPs


What are Good Citations?

Data aggregato

rsIYPs

Local, Business

Directories

MapsLocal search

engines


Segmenting Links for Effective SEO

Local Search Engine& Hyper Local

ListingsData Aggregators Internet Yellow

Pages

Business, Local, Industry and Niche Maps


Local Maps and Important Channels


Create Google+ page and Claim My

Business Listing

Send Verification Postcard

Receive PIN, Verify Listing,

and Initiate Merge

QA listing; Optimize listing per guidelines

Add Social posts and keep optimizing

Link Website by adding

rel=publisher tag to site

Google My Business:


Google+ and Google My Business

• Google+ and Google My Business are still connected, but are not closely related anymore

• Google+ is now primarily a social network focused on collections

• Google My Business is a tool for business owners to manage their listing information on Google

• Both are still important, and neither should be ignored!


Google+ Posts Still Show Up in SERPs


Incomplete Profiles Lead to Poor Ranking

Source: https://www.gybo.com/ca/santa-clara/business


Relevant cover image

& logoVerified local

business

Consistent UNAP

Correct primary category tagging

Correct placement of the pin on Google

map

User friendly page url

Reviews

Unique property

description


Milestone team got the issue

fixed

Listing on a bus stop name Heathman

Hotel was showing in SERPs

Freshness signals & local, unique content posted on the pages

through mediaconnect360

Post optimization traffic


Managing Critical Information - Crawlers and API


Consistent UNAP

Book Now URL

Photo Gallery

Enhanced Description

Correct placement of the pin on the map


Unclaimed Business

Missing Description

Missing Book Now URL

Incorrect UNAP


Measuring Success


Measuring Success On Google My Business


Measuring Success On Bing

Milestone team claimed the

listing


• Directories all feed from each other

• Incorrect listings in one directory can infect others

• New duplicates can get created at any time

• The faster you react, the less damage incorrect/duplicate listings do

Ongoing Monitoring Of Profiles

In just 90 days, this existing client had 173 actions performed by

NAPtune


Measuring Success On Yelp


• Identify most critical channels for your verticals• Ensure maps have accurate information • Push consistent and rich content across all channels • Leverage APIs to clean duplicates • Establish KPI/Measurement criteria

Key Take Aways


Thank YouQuestions?

www.milestoneinternet.comblog.milestoneinternet.com

http://twitter.com/milestonemktghttp://www.facebook.com/Milestoneinc

http://www.milestoneinternet.com/

SMX West '16 - Putting Your Business On The Virtual Map

Marketing

Transcript of SMX West '16 - Putting Your Business On The Virtual Map