jon kaufman - advice interactive group - #ddsum12

Dallas Digital Summit ‘12Local Search1,000,000 vs. Marketing

Proprietary and Confidential | 2012

Who we are…

Proprietary and Confidential | 2012

California | Texas | Florida

What does matter…

Proprietary and Confidential | 2012

You will not all agree with me

I will likely, albeit, unintentionally, insult some or a few of you in the room.

I try to be a Google and Bing equal opportunity offender.

There are many different roads to the same destination

These are proven to work for us, they may not for you.

How many of you did a search today?

Proprietary and Confidential | 2012

TEXT your VOTE to 650.515.3033

Google: 21076

Bing: 21077

Other: 21078

Both: 21079

None: 21080

***I’m not keeping this data, selling it or using it in anyway

Are you smarter than a…

Proprietary and Confidential | 2012

VS

Local Search

Proprietary and Confidential | 2012

Premise

What is the fundamental problem?

Why does this problem warrant concern?

Where to start?

Do these things.

Resources.

The Fundamental Problem

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Darth Vader Paradox

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Put another way?

GLO

BA

L A

NA

LYSIS

LOCAL

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SOCIAL

ORGANIC

LOCAL

SOCIAL

ORGANIC

The Fundamental Problem

Proprietary and Confidential | 2012

Actionable Insights = [Global Organic Reporting + Local Reporting]

Local Strategy – Tracking Global

International, National and Local Brands are guilty of it

It’s a local world but brands are still tracking national

Why the problem warrants concern.

Proprietary and Confidential | 2012

Local Search - The Facts

Proprietary and Confidential | 2012

[59%] of consumers use Google every month to locate a good local business

*www.searchengineland.com – Myles Anderson, BrightLocal

Local Search - The Facts

Proprietary and Confidential | 2012

[71%] of searchers value the information contained in Local Search results

*www.searchengineland.com – Myles Anderson, BrightLocal

Local Search - The Facts

Proprietary and Confidential | 2012

[54%] of searchers use a local modifier in their search terms

[17%] of searchers never use a local modifier

[63%] of older searchers are more inclined to add a local modifier to their search terms

*www.searchengineland.com – Myles Anderson, BrightLocal

Local Search - The Facts

Proprietary and Confidential | 2012

[60%] of local searchers add a town name or city name to their search terms.

[42%] add a zip code.

[13%] of local searchers use street names

*www.searchengineland.com – Myles Anderson, BrightLocal

Local Search - The Facts

Proprietary and Confidential | 2012

[13%] of local searchers use street names

*www.searchengineland.com – Myles Anderson, BrightLocal

What does that mean?

Proprietary and Confidential | 2012

Our Barometer – Where to Start

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What to do.

Proprietary and Confidential | 2012

These are not NAPs (Name, Address, Phone Number)

Proprietary and Confidential | 2012

4 Ideas and 1 Thought – Out of the Circle Thinking

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Quick Word on the Basics

Do Them

Reviews - Think Traditionally

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National Plumber

Step 1: Best Practices Guide Asking them to utilize products/keywords in their reviews

Step 2: Marketing | Services Education

Step 3: Driver Education

Step 4: Track

The Numbers: 180 Locations, 5 Drivers/Location, 10 Stops/Day, 10% or 1/10 Review =

Brand Impact: 900 Reviews/Day, 18,000 Reviews/Mo.

Location Impact: 5 Reviews/Day, 100 Reviews/Mo.

Testimonials – Location, Location, Location

Proprietary and Confidential | 2012

We have consistently found that testimonials create the context for increased conversions.

However, Google is penalizing for duplicate testimonials on homepage and subpages in relation to their review properties and others.

Easy Fix – Don’t do it or Google will remove

Smarter Fix – Create Image of Testimonial and Utilize Alt Tags

Segmentation – Back to Basics

Proprietary and Confidential | 2012

Young vs. Old | Generic vs. Local Search Modifiers

Google Vs. Bing – The Dentist 100’s of Franchises

Their Demographic is skewed towards an older crowd

Use Bing Maps as their location tool and automatically link to bing maps.

Google is still indexing but Bing loves them.

Proven to be a very successful tactic.

54% of searchers use a local modifier in their search terms 17% of searchers never use a local modifier

Older searchers are more inclined to add a local modifier to their search terms – 63%

Mobile – In App vs. Browser

Proprietary and Confidential | 2012

Mobile Kicker – BIA/Kelsey: Mobile to Overtake PC for Local Search by 2015

Thought: When do you search on your phone?

Research vs. NEED Cable/Internet/Phone Company Example

Do: Build a mobile site – this is no longer cost prohibitive. Mobile is Local

Explore City Lens, Wikitude

Build a mobile site – Google makes it easy

*www.searchengineland.com –Greg Sterling

Local – Social, Search, Mobile

Proprietary and Confidential | 2012

The Results. You just did it.

Think about it.

My Point.

Resources – Where the experts go.

Proprietary and Confidential | 2012

Google it.

Leave Behind – Google Analytics Data Grabber (www.gadatagrabbertool.com)

Thank You

Proprietary and Confidential | 2012