2. Big Data
• Indexed: 100M pages in April 2012
• Total Listings: 700K listings
• Keywords: 60k
• Categories: 90K
• Citation pages indexed: 6.5M
• Recommendations 3.0M
3. Mobile- Local Search
• 51% local searches on the go
• 67% of local searchers, think that having the correct NAP + hrs
of ops is critical
• 77% of local searchers have submitted a review in the last 30
days
• 61% of searchers believe local results are most relevant and
trustworthy
• VS 27% for natural search results
• 64% use Google Maps App to perform local searches
• Mobile local searches on Google grow to 40% in 2012
• PC local searches on Google = 20%
Source: 5th annual Local Search Usage Study, prepared by comScore, Inc. for Localeze and 15 miles & Google Canada..
6. Google Place Rank Algo
• Prominence
• Citations and listings
• Reviews
• Relevance
• Keyword/ Category usage
• Distance
7. Venice Update
• Improved Local results- Integrating
local into SERP
• Blended Vs. Pack
• Locator pages- custom content
• KML site maps
• Schema data
• Local link building
• Citations
8. Future of Places & G+
• Scared of Facebook!
• Added layer of personalization
• More accurate targeting
• Added authority and relevancy
• Stickiness factor for users- they hope!
• Monetization
9. National Chain- Case 1
Locations: n=76
Listings (G/B/Y): n=228
Total Keywords: n=468
5 keywords per location:
Brand+ city name
KW1 + city name
KW2+ city name
Long tail KW1+ city name
Long tail KW2+ city name
10. I’ve Got Issues!
Presence Audit:
• Inconsistent NAP: 63%
• Locations w/out G or+ B or+ Y listing: 57%
• Listings w/≤ 2 categories: 90%
• Citations- Locations under benchmark (57): 53%
• Keywords ranked on page 1 (G/B/Y): 10.1%
Recommendations:
• Claim & optimize listings
• Optimize listings & website for keywords + categories
11. More Issues!
Visibility Audit:
• Average star rating: 1.6 (71% ≤ 3.5 stars)
• Average # reviews per location: 2.15
• 50% locations: No reviews/ ratings
• Average citations per location: 57
• 53% locations: ≤57 citations
Recommendations:
• Campaign to solicit reviews
• Review and ratings management- interact with reviewers
• Citation building campaign
12. Local Lawyer- Case 2
Impressions/Visits/Actions
35
30
25
20
15
10 Google Places Impressions
Google Places Actions
5
Website Visits
0
Google Places Impressions= 2505
Google Places Actions= 68
Website Visits = 171
13. Results
Keyword Ranking
100.0
89.0
90.0
80.0
70.0 66.3
60.0 56.8 56.5
50.0 January
40.0 35.5 February
31.5
28.5 March
30.0 26.8
24.5 24.0
20.0 17.5
8.3 8.3 9.5 7.8 8.8
10.0 6.6 6.6 5.6
2.6 3.5 2.0
1.4 1.4
0.0
avocat immigration Immigration Immigration Business saguy avocat avocats
immigration lawyer lawyers attorney Lawyer barchichat
montreal Montreal
14. More Results
Impressions/Visits/Actions
Website Visits
200
150
100
Google Places Impressions
50
0
Google Places Actions
Google Places Impressions= 13,534
Google Places Actions= 140
Website Visits = 410
15. Strategy
Competitive
Audit
Local Search
Optimization
Reporting Set Strategy
Listing
Management
Citation
Optimization Building
16. Tips To Get Results
1. Claim your listings
2. Find the optimal local keywords
3. Select appropriate categories
4. Monitor local packs and competitors listings for insights
5. Listing management: data accuracy and consistency
6. Citations:
• Competitive analysis
• Citation building
• Monitoring your citation accuracy
7. Manage Reviews & reputation
• Encourage clients to leave reviews
17. Finding Keywords
Find the right local keywords from your website or your
keyword list
Determine if they are relevant for local- display a local pack
Analyze the competition to determine the effectiveness of
competing for the keywords
18. Picking Categories
Analyze the category to kw relationship
Pick the Categories that best suite your needs
Don’t forget to plugin your new categories into your listings
and website on-page seo
19. Unifying Local & web SEO
Add
Categories
Add Categories Off-page SEO
to On-page Selected Category
SEO Categories Consistency
On-page
SEO
20. Listing Management
Analyze your existing listings,, and the data accuracy and
consistency
Analyze your listing categories, and optimize as required
Deal with any duplicates immediately
21. Citations
Analyze your citations, data accuracy and consistency
Analyze the competition’s citations for insights
Build, build, build…
Monitor your progress
22. Tools
• Get Me Listed> SweetIQ
• White Spark
• Bright Local
• Places Scout
• Yext
• GetListed.org
• SEO MOZ
• Majestic SEO
The location-based marketing landscape is extremely fragmented and requires the management of many different channels.You need to ensure that customers can find you anytime and anywhere to ensure maximum consumer exposer.Currently, the landscape requires you to build and manage your presence and visibility on:Search engines,Social networksMobile search enginesMobile mapsMobile app, including 4 squareRatings and review sitesInternet Yellow pagesDaily deal sitesAnd the flavour of the month: Pinterest today, gone tomorrow!Managing all these different channels is a big task, you need to make sure that:Your data is accurate, complete and consistentThat You monitor ratings and reviewsYou also have to manage your brands reputationAnd in order to be most effective you need to converse with your customersNow, because this is local, each venue has their own individual accounts, and therefore managing a brand becomes a herculean task:The marketer needs to deliver value, and great performance, all under budget!When you scale up from 1 location to hundreds or thousands, new issues arise, like:Data AccuracyBrand managementRegional differences, as an example, a Café in Montreal, may be called a coffee shop in Vancouver or Boston.Effectively managing and maintaining this simple difference is no simple task.In addition to the management of your data requirements, When Managing large volumes of locations, how can you derive actionable competitive intelligence to set and implement strategy, report the results and implement improvements using multiple tools and or Excel? You cant!As a marketer, it is impossible to deliver optimal performance for a fully integrated Location-based marketing campaign without automation, analytics and actionable recommendationsSweet IQ solves this problem with our “all-in one” platform that enable the delivery of value and optimal results!The Task becomes even more complicated, when a marketer or agency has to manage multiple large venue based campaigns!