jon kaufman - advice interactive group - #ddsum12
DESCRIPTION
Jon Kaufman, President of Advice Interactive Group, gives his talk on Local Search, "1,000,000 vs. Marketing" to the first-annual Dallas Digital Summit, December 4-5, 2012.TRANSCRIPT
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
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Premise
What is the fundamental problem?
Why does this problem warrant concern?
Where to start?
Do these things.
Resources.
The Fundamental Problem
Proprietary and Confidential | 2012
Darth Vader Paradox
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Put another way?
GLO
BA
L A
NA
LYSIS
LOCAL
Proprietary and Confidential | 2012
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