catch me if you can! getting in front of on-the-go local customers
TRANSCRIPT
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Catch Me If You Can!Getting in Front of On-The-Go Local Customers
Cori Shirk Graft | Seer Interactive | June 9, 2016 © TheGiantVerminflickr.com/photos/tudor
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Local + Mobile
@corishirk Seer Interactive
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#LoMo
@corishirk Seer Interactive
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“Near Me”: 34x Growth since 2011
Source: Think With Google
@corishirk Seer Interactive
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“Near Me”: 80% of Searches on Mobile
@corishirk Seer Interactive
Source: Think With Google
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Google / Maps guides people to 1.5 billion destinations each year.
Source: Google Performance Summit
@corishirk Seer Interactive
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75% of local-mobile searches lead to a store visit within a day.
@corishirk Seer Interactive
Source: Google Performance Summit
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28% of local-mobile searches lead to an in-store purchase within a day.
@corishirk Seer Interactive
Source: Google Performance Summit
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They won’t wait.
@corishirk Seer Interactive
© Jhaymesisviphotographyflickr.com/photos/jhaymesisvip
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© Jhaymesisviphotographyflickr.com/photos/jhaymesisvip
They won’t dig.
@corishirk Seer Interactive
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Your Business
Info
@corishirk Seer Interactive
© www.audio-luci-store.itflickr.com/photos/audiolucistore
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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Where’s my organic visit!?
@corishirk Seer Interactive
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Where’s my organic
conversion!?
@corishirk Seer Interactive
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Five W’s
@corishirk Seer Interactive
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Who: NAP, Logos, Photos
@corishirk Seer Interactive
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What: Categories
@corishirk Seer Interactive
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Where: Lat/Long,Neighborhood,
Containment Stores
@corishirk Seer Interactive
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When: Store Hours
@corishirk Seer Interactive
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Why: Business Description
@corishirk Seer Interactive
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How: Call to Action,Contact Info
@corishirk Seer Interactive
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Who: NAP, Logos, PhotosWhat: CategoriesWhere: Lat/Long, Neighborhood,Containment StoresWhen: HoursWhy: Business DescriptionHow: Call to Action, Contact Info
@corishirk Seer Interactive
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Field Lift
URLs 2.16x
Menu 2.12x
Logo 1.99x
Hours 1.84x (2.20x onYelp)
Twitter Handle 1.83x
Facebook Page URL 1.54x
Videos 1.59x
Calendar 1.52x
Payment Options 1.58x
Photo Gallery 1.61x
Descriptions 1.45x
Product List 1.11x
Special Offer 1.42x
Source: Yext
@corishirk Seer Interactive
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53% 44%
Source: comScore
@corishirk Seer Interactive
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20% decline in site traffic from iPhones
=
@corishirk Seer Interactive
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• Apple MapsConnectListings
• Yelp Listings• Indexed App
Content• Websites
@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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@corishirk Seer Interactive
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developers.google.com/webmasters/business-location-pages/
@corishirk Seer Interactive
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developers.google.com/search/docs/guides/intro-structured-data
@corishirk Seer Interactive
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STOP thinking of your website as a destination.
@corishirk Seer Interactive
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START thinking of your website as a data feed.
@corishirk Seer Interactive
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Mark up ALL the things!
@corishirk Seer Interactive
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@corishirk Seer Interactive
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Get specific!
@corishirk Seer Interactive
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Get even more specific!
@corishirk Seer Interactive
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Link to Google Maps URL
@corishirk Seer Interactive
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Allow for More Advanced Filtering
@corishirk Seer Interactive
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Get CTAs in Knowledge Panels
@corishirk Seer Interactive
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Specify Lat / Long
@corishirk Seer Interactive
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Link Social Profiles in Knowledge Panel
@corishirk Seer Interactive
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#SoLoMo
@corishirk Seer Interactive
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Publish when your followers are most active.
@corishirk Seer Interactive
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Paid Ads
@corishirk Seer Interactive
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Beacons
@corishirk Seer Interactive
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Push custom messages and offers
@corishirk Seer Interactive
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Build retargeting lists from
foot traffic
@corishirk Seer Interactive
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image © Google 2016
Google Maps mobile ads
@corishirk Seer Interactive
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images © Google 2016
Promoted Map Pins
@corishirk Seer Interactive
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Local PPC
@corishirk Seer Interactive
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Local PPC
@corishirk Seer Interactive
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Local SEOs be like…@corishirk Seer Interactive
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Make use of the tools available.
@corishirk Seer Interactive
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Make it easy for them to find you.
@corishirk Seer Interactive
© www.audio-luci-store.itflickr.com/photos/audiolucistore
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Thanks!
@corishirk Seer Interactive