mobile, social, and customer reviews - the new seo for local
DESCRIPTION
The way people are finding local businesses has fundamentally changed. Mobile, social media, and review sites are the primary sources for customers to find your business. What sets you apart from your competition is your reputation on these sites.TRANSCRIPT
Mobile, Social, and Customer Reviews - The New SEO for Local
Presenters: Darnell Holloway and Andrew Glass
Your Hosts For Today
Darnell Holloway
Head of Business Outreach
Yelp, Inc.
@DarnellJustin
Andrew Glass
Regional Development Manager
Main Street Hub
@MainStreetHub
Yelp’s Mission
53 MILLION REVIEWS AND COUNTING
53 Million reviews Reviewed businesses in every category
Cumulative reviews contributed since inception
Yelp Consumers Are Purchase-Oriented
3 Types of Customers & How to Get
Them
Types of
customers 3 Friends of
Your Customers
How Do They Find You
Reputation
Word of Mouth
Top of Mind
New Customers
How Do They Find You
Reputation
Word of Mouth
Top of Mind
New Customers
Friends and Referrals
How Do They Find You
Reputation
Word of Mouth
Top of Mind
New Customers
Friends and Referrals
Regular Customers
The Mobile Effect
Smartphone Adoption Growing in the US
62% Of the US mobile
population now owns a
smartphone
40% own an iPhone
and of that…
Nielsen Mobile Study August 2013
Mobile Amplifies the Local Opportunity
*Used on an average of approximately 10.4M unique mobile devices per month during Q2 2013
Note that the metrics above do not include Qype sear ches, unique visitors, mobile devices, calls, directions. or ad impressions
120M Unique Visitors* Mobile Searches
Yelp App on 10.6M
Unique Mobile Devices
Unique Visitors to Desktop
Unique Visitors to Mobile Website
Note that the metrics above do not include Qype searches or ad impressions; All data is for Q2 2013
* Per Google Analytics, average number of monthly unique visitors over a given three-month period
~30%
~70%
59%
Apple Maps + Siri
Yelp has been integrated into in-dash systems
made by BMW, Lexus, Toyota, Honda and Mercedes-Benz
HOW YELP USERS NAVIGATE: MOBILE APP
Explore the Menu Click to Call
Directions Photos
What is SEO?
Each year Google changes it’s search
algorithm 500-600 times
Top Factors In Appearing In Natural Search
Over 10,000 Keywords
Analyzed
30,000 SERPs (search engine result pages)
300,000 titles, descriptions, URLs, etc.
Approx. 150 GB of data
Approx. 5,300,000,000 backlinks
Approx. 4,150,000,000 Facebook shares
Approx. 12,950,000,000 Facebook likes
Approx. 600,000,000 Facebook comments
Approx. 1,000,000,000 tweets
Approx. 330,000,000 Google plus ones
Source: 2013 Spearman Correlation Study searchmetrics.com
Traditional SEO
Local SEO
Social Media & Customer Review Best
Practices
Social Media and Your Business
Grow & Engage
Customers Real Time Customer Service
Mobile
Checkins
Customer Reviews
Reviews and
Circles
Built-in Loyalty and
Reward system
5,700 Tweets
every second
120+ Million Users every
month
400 Million
Active users
Users share
2.5 Billion
posts a
DAY
Build Engagement
People are most likely to engage with
branded content on social media that
contains pictures (+44%).
Source: Performics
Beyond Engagement
Generate Testimonials Shout Out Loyal Customers
Build Conversations
Target New Customers
Be Opportunistic
retweeted over 15,000 times
garnered nearly 20,000 likes on Facebook
2,000 Instagram followers pre-game
to 36,000
How To Do It Locally
Simon Pagenaud
Ryan Eversley
Reach 194,130
Deliver Great Customer Service
Review content here
Review content here
Respond to Reviews
Negative Review? Stop, Drop & Roll.
1. Stop - Don't respond immediately. The best advice I've received is to sleep
on it (although I typically lose sleep over such reviews). Waiting 24 hours can
make all the difference.
1. Drop - Drop the prideful, defensive and harsh response. Let a trusted co-
worker or friend read through your response before posting. Remember, taking
the high road is rarely a bad idea.
1. Roll - Roll with it. In the end, you can't control the opinions of your clients.
Attempt to mend any valid issues this person presented through their review.
Keep providing the best possible service and products. Do those things and
the more affectionate reviews will exponentially multiply!
Tip #1:
Post Public Comments You Can Be Proud Of…
Tip #2:
Say ‘Thank You’, State Your Policy and Respond
Promptly
Initial Review: 1 Star
Review Update: 3
Stars
Public Comment
from Business
Owner
Quality Control: Why Some Reviews Come Down
All businesses are equal in this regard.
(Advertisers & non-advertisers treated equally; filtered reviews viewable.)
Quality Control: Why Some Reviews Come Down
All businesses are equal in this regard.
(Advertisers & non-advertisers treated equally; filtered reviews viewable.)
Quality Control: Why Some Reviews Come Down
All businesses are equal in this regard.
(Advertisers & non-advertisers treated equally; filtered reviews viewable.)
Provide Great Service!
Update Your Email Signature
and Business Cards
Create a Check-In Offer or Yelp Deal
In-Office & Newsletter Marketing
Ways to Encourage Engagement
Tracking
Track Your Results
Q&A