importance of local listings + search · 2018-02-09 · importance of local listings + search kate...

Importance of Local Listings

+ Search

KATE KOTZEA Click Rain

KATE KOTZEADirector of Marketing Technology@katekotzea | @clickrain

60% of travelers use navigation apps while traveling

71% of people look up or confirm the location of a business before going for the first time

46% of Google searches are LOCAL

-Hubspot

46%

85% of leisure travelers decide on activities only after having arrived at the destination.

-Think Google

Smartphone searches at hotels increased 30% in the last year.

-Think Google

LOCAL LISTINGS

ONLINE REVIEWS

MOBILE IMPACT

PAID SEARCH

101Terminology

Organic Search Result

Organic Search Result

Paid Search Ad

Organic Search Result Google

Maps

Organic Search Result

Organic Results

Organic LOCAL

Search Result

Over the past two years, comparable searches without “near me” have

grown by 150%

-Google

8 Signals to help you rank for local search results

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

LINK SIGNALS 17%

(inbound anchor text, linking domains authority, etc.)

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

LINK SIGNALS 17%

(inbound anchor text, linking domains authority, etc.)

ON-PAGE SIGNALS 14%

(NAP, keywords, domain authority, etc.)

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

LINK SIGNALS 17%

(inbound anchor text, linking domains authority, etc.)

ON-PAGE SIGNALS 14%

(NAP, keywords, domain authority, etc.)

CITATION SIGNALS 13%

(Aggregator NAP, citation volume, etc.)

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

LINK SIGNALS 17%

(inbound anchor text, linking domains authority, etc.)

ON-PAGE SIGNALS 14%

(NAP, keywords, domain authority, etc.)

CITATION SIGNALS 13%

(Aggregator NAP, citation volume, etc.)

REVIEW SIGNALS 13%

(Quantity, frequency, diversity, etc.)

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

LINK SIGNALS 17%

(inbound anchor text, linking domains authority, etc.)

ON-PAGE SIGNALS 14%

(NAP, keywords, domain authority, etc.)

CITATION SIGNALS 13%

(Aggregator NAP, citation volume, etc.)

REVIEW SIGNALS 13%

(Quantity, frequency, diversity, etc.)

BEHAVIORAL SIGNALS - 10%

(CTR, mobile clicks to call, check-ins, etc.)

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

LINK SIGNALS 17%

(inbound anchor text, linking domains authority, etc.)

ON-PAGE SIGNALS 14%

(NAP, keywords, domain authority, etc.)

CITATION SIGNALS 13%

(Aggregator NAP, citation volume, etc.)

REVIEW SIGNALS 13%

(Quantity, frequency, diversity, etc.)

BEHAVIORAL SIGNALS - 10%

(CTR, mobile clicks to call, check-ins, etc.)

PERSONALIZATION 10%

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

LINK SIGNALS 17%

(inbound anchor text, linking domains authority, etc.)

ON-PAGE SIGNALS 14%

(NAP, keywords, domain authority, etc.)

CITATION SIGNALS 13%

(Aggregator NAP, citation volume, etc.)

REVIEW SIGNALS 13%

(Quantity, frequency, diversity, etc.)

BEHAVIORAL SIGNALS 10%

(CTR, mobile clicks to call, check-ins, etc.)

PERSONALIZATION 10%

SOCIAL SIGNALS 4%

(Google engagement, Facebook, Twitter, etc.)

Local Audience + Local Intent

LOCAL LISTINGS

ONLINE REVIEWS

MOBILE IMPACT

PAID SEARCH

An online entry that contains your business:

● Name● Address● Phone Number● Category

An online entry that contains your business:

● Name● Address● Phone Number● Category

123 S. Main123 South Main

Click RainClickRainClick Rain, Inc

moz.com/local/search

Step 1

Search Your Business

Step 2

Google My Business

google.com/business

Step 3

Create Google Account

Step 4

Create or Update Your Google My

Business Account

Step 5

Claim or Verify Business

Step 5

Claim or Verify Business

Step 5

Claim or Verify Business

Step 6

Enter or Update Your Information

Step 7

Enter or Update Your Information

ABILITY TO GATHER INSIGHTS

What about multiple locations?

Unique Listing Per Unique Location

website.com/location-A website.com/location-B

website.com/location-A website.com/location-B website.com/location-C website.com/location-D

Year-over-Year VISITS

LOCAL LISTINGS

ONLINE REVIEWS

MOBILE IMPACT

PAID SEARCH

MY BUSINESS SIGNALS - 19%

(proximity, categories, keywords, business title, etc.)

LINK SIGNALS 17%

(inbound anchor text, linking domains authority, etc.)

ON-PAGE SIGNALS 14%

(NAP, keywords, domain authority, etc.)

CITATION SIGNALS 13%

(Aggregator NAP, citation volume, etc.)

REVIEW SIGNALS 13%

(Quantity, frequency, diversity, etc.)

BEHAVIORAL SIGNALS - 10%

(CTR, mobile clicks to call, check-ins, etc.)

PERSONALIZATION 10%

SOCIAL SIGNALS 4%

(Google engagement, Facebook, Twitter, etc.)

4 in 5 TripAdvisor users will “usually” or “always” reference reviews before deciding on an attraction to visit.

88% of consumers trust online reviews as much as they trust personal recommendations.

CREATE A REVIEW CULTURE

REVIEW CULTURE

In-Store Signage

Follow-up Emails

Employee Engagement

Create or Login to Your Account

Search Your Business

tripadvisor.com/owners

Claim Your Location

Claim Your Location

Update Your Listings

Respond to Reviews

Use Review Express

TripAdvisor Widgets

LOCAL LISTINGS

ONLINE REVIEWS

MOBILE IMPACT

PAID SEARCH

56% of Small Businesses have a Website

56% of Small Businesses have a Website53%are mobile friendly

1 in 3 mobile searches have local intent

-Small Business Trends

Low Cost and High Impact

LOCAL LISTINGS

ONLINE REVIEWS

MOBILE IMPACT

PAID SEARCH

85% of leisure travelers decide on activities only after having arrived at the destination.

-Think Google

93% of online experiences begin with a search engine

-Search Engine Journal

For local listings 68% of searchers used “click to call” or “get directions” in a mobile ad

-Hubspot

SEARCH CAMPAIGN

PARAMETERS

Geography

Device - Mobile

Time of Day / Day of Week

THINK LIKE A TRAVELER

Discount to Book Direct

Number of Locations

Review Links

Phone Number

Directions

Dessert places

Cupcake store

Unique local dessert place

Fun thing to do with kids

WORDS TO BID ON

Molly’s cupcakes

Molly’s desserts

WORDS NOT TO BID ON

LOCAL LISTINGS

ONLINE REVIEWS

MOBILE IMPACT

PAID SEARCH

Importance of Local Listings

+ Search

KATE KOTZEA Click Rain