itt tech localfeed google place pages 01 11 final
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Local Search OpportunitiesITT Technical InstituteJanuary 2011
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Agenda
• A Trend Toward Local Search
• The Changing Media Landscape
• The Local Opportunity
• Local Listings Management• Google Place Page Optimization
• Program Summary
• Appendix
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A Trend Toward Local
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The Changing Media Landscape
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Since 2009 – local search site share increased 10% for school categories
Source: 15miles/comScore Local Search Usage Study, 2010
School Search Share(2009-2010)
+10%
2009 2010
4% 3%
19%29%
76%68%
IYP Local General
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The Changing Media LandscapeGrowing Local Marketplace
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Source: Mobile Website Design – Discover Why Your Business Must Have One Designed; Ezinearticles.com, September 2010.
Local Search Volume is Growing
Exponentially at 50% Each Year
1 billion local searches per month in 2009
2.3 billion local searches per month in 2011
3.45 billion local searches per month in 2012
1.5 billion local searches per month in 2010
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The Changing Media LandscapeLocal Search Marketplace
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70%
Source: 15miles/comScore Local Search Usage Study, 2010
of local business searchers cited online as their primary source of local business information.
64% of local business searchers expect the business results to be within 15 miles of their location.
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Google made Local Search a priority in 2009 and 2010 evident from the following:• Returns local results on queries without geo-modifiers
• Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses
• Broadening what it considers local reviews—sentiment analysis now includes hyperlocal blogs, local portals and news sites
Local tags Service Areas QR Codes
• April 2010 – Google launches Places allowing local business to optimize their listings
• October 2010 - Google Search goes local with place search placing more precedence on local business information - the top websites appearing in the organic listings are now those with Place Page profiles
The Changing Media LandscapeGoogle & Local Search
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The Changing Media LandscapeGoogle Places Stats & Facts
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The Local OpportunityLocal Listing Management
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Local Listing Management Local Listing Accuracy
Key Local Listings Considerations• Inclusion: Increased visibility in local
business listings• Accuracy: Improve the accuracy of your
information.• Enrichment: Build out your profile page
with robust data (hours of operation, products and services for example)
Searches were conducted in several markets for branded and non-branded terms on Google Maps, Yahoo! Local and Bing Maps. All had results that included inaccurate listings.
Inaccurate Business Information
Note: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
Incorrect Address or Phone NumberNothing is more frustrating for a customer on-the-go than showing up to a location and finding out that it’s not where it should be, or trying to reach a business and finding its phone number is incorrect.
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Are Listings Accurate?
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Lack of Consistency with Business Name
Local Listing Management Inaccurate Business Listing Information
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Note: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
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Local Listing Management Local Listing Visibility
• Searches for the keyword “College” and “University”, along with each location’s city name and state were conducted for 10 of ITT Tech’s locations
• 57% of locations in total were found on the 3rd page or were not visible within the first 3 pages of results
% of Locations Appearing within the first 3 pages of results on Google Maps, Yahoo! Local
and Bing Maps
Keyword Phrase
1st
Page2nd
Page3rd
PageNot
Visible 1st
Page2nd
Page3rd
PageNot
Visible 1st
Page2nd
Page3rd
PageNot
Visible
College 5 2 1 2 4 1 2 3 2 4 2 2
University 2 2 - 6 2 - 2 6 1 1 - 8
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Are Listings Accurate?
Note: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
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Local Listing ManagementWhy 15miles
• 15miles feeds listing information to Localeze, InfoUSA and Acxiom.
• 15miles also uploads data directly to Google via the Local Business Center.
• We also have the ability to upload clients data directly to IYP sites such as Superpages.com and YP.com
15miles provides a proactive approach to help correct inaccurate local listings at the source.
LocalFeed improves local information in over 160+ access pointsData distribution among local search sites is extremely extensive.Trying to capture and correct incorrect business information is very time-consuming and nearly an impossible task for one person.
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Local Listings ManagementLocalFeed Process
Consumers looking for your contact information will receive an accurate and relevant address, phone number, etc.
Contact3
The feed process repeats monthly4
We submit your local listing information to top data aggregators
Data Feed1
Listings will reach search engines, GPS systems, IYPs, and more through the aggregators’ distribution
Data Feed2
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The Local OpportunityPlace Pages Optimization
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Google’s is placing more precedence on local business information
−The top websites appearing in the organic listings are now those with Place Page profiles and local search sites such as IYPs
−Third-party review sites are now playing a role within listing results
−Increased importance on enhanced data such as:
Google Search has gone local with place search
1 of every 5 searches on Google is now local in nature
Source: Google Places, Stats & Facts, October 2010
IYPs achieve strong organic
presence
Place Pages
• Business Descriptions• URL & Email• Owner Verified• Images & Video
• Full Categories
• Brands/Products & Services
• Payment Methods• Languages Spoken
Google Place Page OptimizationGoogle & Local Search
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Note: Analysis of Google Place Pages completed 1/18/2010.
Google Place Page Optimization Page Analysis
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LocationOwner
Verified?Images
Included?
Linked to Location Page?
Reviews Present?
Ranks for “Tech school
[City, State]"?
Ranks for “ITT Tech [City, State]"?
Multiple Place
Pages?Little Rock, AR
No Yes No No Yes (3rd) Yes (1st) No
Oakland, CA No Yes No Yes No Yes (1st) No
Norwood, MA No Yes No No Yes (2nd) Yes (1st & 2nd) Yes (2)
Not Optimized
Op
tim
ized
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Detailed Business Information
Business Reviews
Company Photos & Video
Additional InformationIncluding targeted keywords, services, and categories for individual agents
Google Place Page Optimization Additional Optimization
15miles can claim ITT Tech’s Google Place pages and add local content
by location.
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Google Place Page Optimization Local Business Listing Visibility With AdWords
• Attract more local customers
• Ads only appear for geo-modified queries: “keyword” + “location”
• Google’s advertising algorithm determines placement and frequency
• Performance based
• 70 characters available for copy
• Ratings and reviews
• Include Google Tags
Give your Google Place page a Boost
Note: Currently only available in Chicago, San Francisco and Houston
Google Boost is a locally focused spin on AdWords that allows local businesses to place paid advertising linked directly to Google Place Pages
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• Google Hotpot is a mobile application available on the iPhone or any android phone that makes using Google Places easier
• This mobile app allows users to rate businesses and receive recommendations for new businesses to try by personalizing search results
Google Place Page Optimization Mobile with Google Hotpot
Consumers are finding local business on the go, via their mobile phonesThe introduction of Google’s Hotpot app makes it even more important for your Google Place Page to be up to date and fully optimized.
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Program Summary
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Recommended Local Listing Program for ITT Tech
Program Summary
•Monthly Local Listing Submissions – Includes feeds to major data aggregators and more. There are currently 160+ sites or partners receiving data from our feeds.
• Partners include search engines, Internet Yellow Page sites, GPS companies, car manufacturers and more.
•Complimentary Reporting – Monthly confirmation of the date the data file was sent to data aggregators.
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# of Locations Cost Per LocationAnnual
Investment
120 $45 $5,400
Note: Special pricing developed for ITT Tech provided per Gregg Stewart.
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Our Commitment to ITT Tech
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Media M
ix
SEOPaid Search
Offline Search
Campaign Measuremen
t
Mobile Search
Local Search
IYP Social Media
Integration – Use of multiple media and diverse budget allocation based on media performance
Collaboration – What is learned from one medium can be applied to other media
Consistency – Deliver a consistent marketing message across local media channels
Cohesive Reporting & Trackable Results
Increase Sales & Lower Conversion Costs
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Thank You
Connect with us:Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter
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Gregg StewartPresident, 15miles
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Title Address City State Zip URL0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
60%
71%75%
79% 78%
7%
66%
76%78%
82%80%
19%
Q1
Q2
Case StudyLocalFeed – Banking Industry
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A client in the banking industry has allowed us to correct and optimize local listings for their many business units.After just one quarter, we are already seeing positive results…
Program Highlights:• Improving accuracy of listing
fields across top IYPs and Search Engines
• Achieving a consistent look across all listings with correctly formatted business names and URLs
% of Accurate Local Listing Fields (Q1 vs Q2)