The Secrets of Local Search Marketing
description
Transcript of The Secrets of Local Search Marketing
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Local Search
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BIG Problems
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Big Problems
NAP (Name, Address, Phone)
Citations
Reviews
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Name - Address - Phone Number
(NAP)
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NAP
HUGE problem in local
Bad to focus on just your Place Page
Align all data across all providers and locations
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NAP
Start with your website
Dedicated page for each locationYour official address (North vs N.), phone number, and business name
Marked up with the proper schema
http://schema.org/LocalBusiness
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NAP
Maps pages are set up and claimedYour official address (North vs. N.), phone number, and business name
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NAP
Major Data Providers
InfogroupAcxiomLocaleze
Other Big Players
Yellowpages.comSuperpages.comUniversal Business Listing
Get your data fixed upstream
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NAP
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Citation Building
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Citations
Citations are to Place Pages as links are to web pages
External web pages that reference your exact business name, address, and phone number
I still don’t get it….
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CitationsBathroom renovation in Salt Lake City
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Okay… how do I get these?
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Citations
Used to be easy…
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Citations
Not anymore…
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Citations
YelpJudy’s BookMerchant CircleInsider Pages
KudzuCity SquaresBOTW LocalHot Frog
Start with my favorites….
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Citations
Competitive research
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Citations
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Citations
Tools
http://www.whitespark.ca/local-citation-finder/
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Citations
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Review Generation
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Reviews
Reviews are huge
Build trust with the engines
Build trust with your potential and current customers
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How do I go about getting reviews?
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Reviews
ASK and make it easy!
Unless your customers are socially savvy… they probably won’t go online and give you a review
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Reviews
Ask at point of sale or service
“Don’t forget to review our product / service / customer service by visiting…”
Print on receiptsProvide a separate flyerVerbally ask
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Reviews
Ask via email
First we must build the email list
Built in if you are an online shop
Much harder if you are a brick-and-mortar store
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Reviews
Incentivize the opt-in (don’t incentivize review)15% off your next purchase or service
Segment your list by type of email accountGmail, Yahoo / Ymail, MSN / Hotmail, All OthersSend them to appropriate page to leave review
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Reviews
Gmail Google Places PageYahoo/Ymail Yahoo Local ListingMSN/Hotmail Bing Local ListingAll Others Take your best guess (Google Places, Yelp)
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Reviews
Ask via package inserts
** works amazingly well if you ship product **
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Reviews
Ask via site badges
Prominently display on your website
Examples…
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Disclaimer #1: I do not condone the use of copyrighted logos
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Disclaimer #2: I am not a graphic designer… These are pretty ugly!!!
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Reviews
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Conclusion
Get your NAP cleaned up and standardized
Build citations… as many as you can
Get creative to get more reviews
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Let’s Answer Some Questions