Different ways to leverage a physical address in local search.
Brands with a physical high-street presence have a strategic advantage in local search over brands that do not.
This presentation talks about different types of local presence scenarios and how to leverage them in search, including: concession brands, service area businesses and conventional retail premises.
3. What are we going to look at?
1. The drivers of local search
2. The difference between Citation Building & Listing Optimisation
3. Why NAP consistency is important
4. How different types of business can leverage their address
10. Sites with strong local references that list NAP details
Not necessarily a listing site.
Local Interest / Community / Clubs / Schools / Church , etc.
Brand sites e.g. local stockists
Local Citations
Local Listings
Local Citations & Local Listings are not necessarily the same
On-line and off-line NAP listing sites / directories.
May be Location or Sector specific
11. there is no single authority site or distributor
BUT
There are hundreds of Local Citation & Listing Sites
12. Identify, claim & optimise local citations
Ensure your NAP is correct on local listings
YOU need to……..
22. Retail
Concessions
Offices / Depot
Service Area Business
There are four types of business address
You go to them
They come to you
You might go to them
23. Retail
Retail Store X NAP STORE X
Name Store X
Address
1 High Street
A Town
SW1 1AB
Phone
Number
01273 123456
URL www.storex.com
X
25. Concessions – NAP Listings
NAP STORE X
Concession
Brand A
Concession
Brand B
Concession
Brand C
Concession
Brand D
Name Store X Brand A Brand B Brand C Brand D
Address
1 High Street
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
1 High Street
Store X
A Town
SW1 1AB
Phone
Number
01273 123456 01273 456789 01273 232323 01273 454545 01273 787878
URL www.storex.com www.branda.com www.brandb.com www.brandc.com www.brandd.com
1 Store – 5 Different NAP Listings
Same Address
Different Names
Different
Phone Number
Different URL
1 2 3 4 5
26. Mixed - Retail / Depot AND Service Area
X
Retail /
Depot
Service Area Business
You come to us
We come to you
S
27. 1 Store/ Depot – 2 Different NAP Listings
1 2
Mixed - Retail / Depot AND Service Area
NAP STORE X SAB Brand S
Name Store X Service S
Address
1 High Street
A Town
SW1 1AB
1 High Street
A Town
SW1 1AB
Phone Number 01273 123456 01273 456789
URL www.storex.com www.brands.com
Type Retail Service Area Business
Category Retail Service
Same Address
Different Names
Different Number
Different URL
Different Classification
HIDDEN
Different Category
28. Thought of the day
Local search needs clearly differentiate NAP & URLs for
different Brands and Service Lines at the same address
Are you leveraging your address to its full potential?
Are you listing your brands and services lines correctly?