In this webinar Mary Bowling of Ignitor Digital, Brandon Fleming of Protection1/ADT and Cynthia Sener of Rio SEO provide best practices and insights into how brands can connect with local consumers through more personalized, meaningful website content. Learn how to make your website more accessible to search engines, and how to take your SEO to even higher performance levels with Consumer Generated Content.

1. Personalized Local Content:
Frightful or Insightful?
Tuesday, October 25, 2016 1:00 EDT (10:00 PT)
Speakers:
Mary Bowling, Co-founder, Ignitor Digital
Brandon Fleming, SEO/SEM Marketing Manager, Protection 1/ADT
Cynthia Sener, VP, Operations and Product, Rio SEO

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3. Today’s Presenters
Cynthia Sener
VP, Operations and Product
Rio SEO
Mary Bowling
Co-founder
Ignitor Digital
Brandon Fleming
SEO/SEM Marketing Manager
iProtection/ADT

4. Basis of Search
Do what’s best for the searcher and they’ll
keep using your search engine.

5. Evolution of Local
Modeling the real world

6. Modeling the real world
Evolution of Local

7. Modeling the real world
Evolution of Local

8. Localization
The aim of localization is to give a
product the look and feel of having
been created specifically for a target
market, no matter their language,
culture, or location.
@MaryBowling
https://www.gala-global.org/language-industry/intro-language-industry/what-localization
“
“

9. For Searchers
@MaryBowling
Get facts:
Phone
Address
Areas Served
Directions
Map location
Proximity

10. For Searchers
@MaryBowling
Get opinions:
Rating Stars
Reviews
Critics Reviews

11. For Searchers
Street View
Inside
Services/Products
@MaryBowling
“See” the biz:

12. @MaryBowling
“Get” the experience
For Searchers

13. @MaryBowling
Check trustworthiness:
Experience
Licenses
Education/Training
Community karma
Guarantees/Warranties
Professional accreditations
For Searchers

14. Save money:
Sales
Discounts
Coupons
Promo codes
Alerts
Daily deals
Loyalty programs
@MaryBowling
For Searchers

15. @MaryBowling
“Meet” the people
For Searchers

16. For Searchers
@MaryBowling

17. For Search Engines
@MaryBowling
Your Money or Your Life
“We have very high Page Quality rating standards for YMYL pages because
low quality YMYL pages could potentially negatively impact users’
happiness, health, or financial stability.” Google Search Quality Evaluator Guidelines

18. @MaryBowling
Your Money or Your Life
“We have very high Page Quality rating standards for YMYL pages because
low quality YMYL pages could potentially negatively impact users’ happiness,
health, or wealth.” - Google
For Search Engines

19. @MaryBowling
Expertise
Authority
Trustworthiness
For Search Engines

20. @MaryBowling
“However, we do expect websites of large
companies and organizations to put a great
deal of effort into creating a good user
experience on their website, including having
helpful Supplementary Content.” - Google
Enterprise Expectations
For Search Engines

21. Enterprise Advantages
Powerful websites
Good links
Teams of developers
Dedicated marketers
Bigger budgets
@MaryBowling
For Search Engines

22. @MaryBowling
Store Locators
For Search Engines

23. @MaryBowling
Store Locators Need:
Visibility on all pages
Page authority to push to local pages
Easy to use
Logical, hierarchal structure
Plenty of internal text links
XML sitemaps
Optimized pages
Schema mark up
For Search Engines

24. Store Locators
@MaryBowling
For Search Engines

25. For Search Engines
@MaryBowling
Neighborhood Neighborhood Neighborhood
Store Locators

26. @MaryBowling
Neighborhood Neighborhood Neighborhood
Super Crawlable Structure
For Search Engines

27. For Brand Locations
@MaryBowling
Better local and organic rankings from
brand website
More new leads/new customers from
corporate
Don’t have to maintain their own
website
Technical expertise not needed
Location Benefits

28. For Your Brand
@MaryBowling
Of brand messaging, look, feel
Can rank well for many locations
Can take credit for many local leads
Can prevent local operators from getting
competing websites/marketing
Better Control:

29. @MaryBowling
Do More Cool Things
For Your Brand

30. Personalization Now
@MaryBowling

31. Question slide
Transition to Brandon’s slides

32. Goals of Personalization
Reduce Friction.
Remain Relevant.
Drive Growth.

33. National Brand Challenges
Being a National Brand, it can be
challenging to manage and maintain a
hyper-local experience across
thousands of instances, but it’s not
impossible.

34. National Brand Challenges
Consumers may assume national
brands are:
• Out of reach
• Irrelevant
• Too centralized
• Too big
• Don’t support the local economy

35. National Brand Challenges
The truth is that we:
• are Reachable
• are Relevant
• are Locally based and supported
• are Stable due to our size
• do Support the local economy

36. National Brand Challenges
How most consumers view National Brands

37. National Brand Challenges
How localization of content changes the way consumers see our brand

38. Personalizing at Scale is Possible
“56% of consumers say Amazon demonstrates an understanding of
individual preferences and needs on a regular basis”

39. Examples of Digital Personalization
• Remember Me (logins)
• Locations Nearby
• Product Recommendations
• Personalized Customer Service Content
• Relevant Advertising
• Social Media Content That Matters

40. How we Personalize Content and Feel Local
• Local Locations
• Maps
• Directions
• Inventory
• Pricing
• Local Reviews
• Local Phone vs. Toll-Free Number
• Local Content Relevant to your Business
• Crime Data
• Safety Statistics

41. Beyond SEO and Digital
• Leverage local content and data to
help your team win!
• Sales reps can share the data from
your local content to reinforce the
value they are offering when “at the
door” making their pitch to a
prospect.
• Retention teams can use the data to
stay relevant when speaking to
customers in your local markets.

42. Social and Paid Media
• Social media is a great place to
amplify your local content.
• Many advertising platforms allow
you to geographically target users—
or in the case of search engines, you
can target by geo-modified
terms(search phrases that include
the city name). Why not share your
local content with them?
• Include local content and data in any
of your localized paid media landing
pages. Even a small amount of
localized content adds value.

43. Question slide
Transition to Cynthia’s slides

44. Why Personalize?
Consumers are more connected than ever

45. Search has Gone Mobile
If you’re not mobile
Google says 61% of users are unlikely to return to a mobile site
they had trouble accessing and 40% visit a competitor’s site
instead.
Local Intent
88% of consumers who search for a type of local business on a
mobile device call or go to that business within 24 hours.
Willingness to share location
62% of adults under 34 are willing to share their location get more
relevant content

47. The Ultimate Personalization
is Localization

48. Engage at the Local Level!
Local Landing Pages for Each Store
• Enables you to quickly and easily
publish highly relevant pages for each
location
• Ensures rankings that get your locations
found in search
• Creates interactions that convert
searches to customers

49. Incorporate Local Specific Content
Landmarks, Services, Events, Products
• Showcase local attractions and nearby
information for travelers on local pages
• Highlight additional services that your
company offers
• Incorporate hyper-local events and
social media to engage visitors
• Add in-store inventory and products to
drive conversions

50. Unleash the Power of Local
Optimized store locator drove 42% lift in search volume across
1,470 local pet specialty retail locations

51. Utilize User Generated Content
• Engage local consumers at the local
level with User Reviews, Comments
& Review integration
• Easily integrate dynamic content like
product feeds or reviews
• Use on-page elements to control
what your customers are interacting
with
• Increase user interaction at the local
level

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