local tactics for national brands
TRANSCRIPT
Local Tactics for National Brands
Cori ShirkSeer InteractiveSearchFest 2016
The struggle#SearchFest @corishirk | Seer Interactive
You have a super power#SearchFest @corishirk | Seer Interactive
BRAND#SearchFest @corishirk | Seer Interactive
BRANDis the promise of an experience
#SearchFest @corishirk | Seer Interactive
Stay alert#SearchFest @corishirk | Seer Interactive
Strong foundations win
#SearchFest @corishirk | Seer Interactive
Listings Localized Website
Reviews Links
#SearchFest @corishirk | Seer Interactive
Localized Website
Reviews Links
#SearchFest @corishirk | Seer Interactive
Listings
#SearchFest @corishirk | Seer Interactive
5 W’s of Fully Optimized Listings
#SearchFest @corishirk | Seer Interactive
Who: NAP + Logos
#SearchFest @corishirk | Seer Interactive
What: Categories
#SearchFest @corishirk | Seer Interactive
Where: Lat/Long,Neighborhood,
Containment Stores
#SearchFest @corishirk | Seer Interactive
When: Store Hours
#SearchFest @corishirk | Seer Interactive
Why: Business Description
#SearchFest @corishirk | Seer Interactive
Who: NAP + LogosWhat: CategoriesWhere: Lat/Long, Neighborhood,Containment StoresWhen: HoursWhy: Business Description
#SearchFest @corishirk | Seer Interactive
BrightLocal’sCitation Tracker
#SearchFest @corishirk | Seer Interactive
Places Scout
#SearchFest @corishirk | Seer Interactive
Moz Local
#SearchFest @corishirk | Seer Interactive
Yext
#SearchFest @corishirk | Seer Interactive
Moz Local + Yext
#SearchFest @corishirk | Seer Interactive
Reviews Links
#SearchFest @corishirk | Seer Interactive
Listings
Localized Website
I.D.I.O.T.’s Guide to Location Pages
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
IndividualD iscoverableInformativeOptimizedTagged
#SearchFest @corishirk | Seer Interactive
Individual
I really need to make a case for this?
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#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
They actually
work!
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0
10
20
30
40
50
60
70
0
500
1000
1500
2000
2500
3000
3500
Traffic and Appointments Booked from New Store Pages
Sessions (Local) Appointments Booked (Local)
#SearchFest @corishirk | Seer Interactive
250
300
350
400
450
500
550
600
650
7,500
12,500
17,500
22,500
27,500
32,500
37,500
All Traffic and Appointments Booked
Sessions (All) Appointments Booked (All)
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
Discoverable
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#SearchFest @corishirk | Seer Interactive
Informative
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#SearchFest @corishirk | Seer Interactive
Siteliner.com
#SearchFest @corishirk | Seer Interactive
NOT GREAT
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#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
“But scaling local content is hard!”
#SearchFest @corishirk | Seer Interactive
survey
Survey your franchisees
https://www.flickr.com/photos/plings/#SearchFest @corishirk | Seer Interactive
survey
seer.is/1nuN9VS
https://www.flickr.com/photos/plings/#SearchFest @corishirk | Seer Interactive
Optimized
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
Tagged
#SearchFest @corishirk | Seer Interactive
IndividualD iscoverableInformativeOptimizedTagged
Use technology!
#SearchFest @corishirk | Seer Interactive
Links
#SearchFest @corishirk | Seer Interactive
Listings Localized Website
Reviews
You can’t ignore them#SearchFest @corishirk | Seer Interactive
Track them
#SearchFest @corishirk | Seer Interactive
Identify locations that need extra help
#SearchFest @corishirk | Seer Interactive
Empower your team!
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
Listings Localized Website
Reviews
Links
“But scaling local link building is hard!”
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
StLouisRealEstateExchange.comBaltimoreFishbowl.com
RealEstateNewsNYC.comVerticalLivingOrlando.com
JetSetDC.comNorthEndWaterfront.com
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
#SearchFest @corishirk | Seer Interactive
Boston.comPennLive.comPhillyMag.com
CAPoliticalReview.comAlexandriaNews.com
MidWestWinePress.com
Links
#SearchFest @corishirk | Seer Interactive
Links
#SearchFest @corishirk | Seer Interactive
Relationships
#SearchFest @corishirk | Seer Interactive
Showcase offline relationships, online
#SearchFest @corishirk | Seer Interactive
Empower your team!
#SearchFest @corishirk | Seer Interactive
Preferred Partner Badge Strategy
#SearchFest @corishirk | Seer Interactive
Listings Localized Website
Reviews Links
#SearchFest @corishirk | Seer Interactive
Thanks!
#SearchFest @corishirk | Seer Interactive