dos & don'ts of local search by 15miles
Post on 19-Oct-2014
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DESCRIPTION
15miles, the Local Search division of Geary LSF, presents the Dos & Don'ts of Local Search in the first webinar in a series following the launch of the 6th Annual Local Search Usage Study.TRANSCRIPT
Local Search DOs & DON’TsWebinar June 2013
Today’s Presenters
PresenterGregg StewartPresident15miles/Geary LSF
ModeratorDan StiehrDirector, Client Services15miles
Today’s Webinar
2013 Local Search Trends – available at localsearchstudy.com
• Why Local Search?• 5 Local Search DOs• 5 Local Search DON’Ts• Questions?
Why Do You Need a Local Search Strategy?
High Visibility
High Intent
Highly Used
Highly Efficient
Local Search DOsBest Practices & Considerations
Do – Claim & Optimize Local Listings
Do – Implement A Ratings & Review Strategy
Develop Response
Plan
Capture Reviews & Sentiment
Generate More Positive
Reviews
Do – Develop a Centralized Approach
Incorrect Information
Unoptimized Listings
Lost Category Visibility
Wrong Landing Pages
Customer Page
Hijacking
Poor User Experience
Inability to Respond to
Reviews
Off-Strategy
Messaging
Inability to React to Changes
Do - Build Citations
Do – Measure Results Whenever Possible
Local Listing
Call to your
location
Click to profile page
Visit to your site
Direct visit to your location
Local Search DON’TsCommon Pitfalls Seen in Local SEO
Don’t – Use Call Tracking Lines
Don’t – Assume SEO = Local SEO
Citation Depth & Consistency
Profile Completeness
Profile Optimization
Landing Page Relevance
Geographic Proximity
Positive Review Volume
On-Page Content
Volume, Quality, & Type of Inbound
Links
Site Architecture
Site Authority
LOCAL SEO
TRADITIONAL SEO
Don’t – Stop With Google
Don’t – Assume Insourcing Saves $
• Volume-based pricing • Cost of hours spent
learning • Opportunity costs
• Lost visibility?
• Other projects unattended?
Don’t – Overlook Strategic Integration
Consumer
Purchase Decision
Paid
Social
Local
Mobile
Organic
Display
Your Site
Shopping Results
Review
Four Immediate Action Items:
• Claim & Optimize on Google
• Support that with distribution through data aggregators
• Audit your ratings & reviews strategy
• And…
