local mobile presence: from national brands to smbs by gideon rubin
DESCRIPTION
3 out of 5 searches are conducted on a mobile device*. When it comes to being found by local consumers, mobile visibility is quickly becoming nearly as essential for a local business as having a business phone number. The small screen size means a business has to show up among the top listings for its particular product or service, or risk never being found by their local customers using their mobile devices. Getting the basics right is where businesses need to invest their efforts—from mobile optimized local landing pages, to verified business profiles across search, social, directory sites and mobile apps. #LSA #LSAWebinarSeries #WebinarSeriesTRANSCRIPT
Business Listings Management
Local Landing Page Claimed Profiles Syndication Transparent Reporting
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Covered in this Webinar • Local Ad Market
• Not Just the Engines
• SMBs vs. National Brands
• Complete Consistent NAPW
• Local Mobile Landing Page
• Claimed Business Profiles
• Local Search Factors: Citations
• Citations at Scale
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The Local Ad Market
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Local + Mobile
50%+ of mobile queries have local intent
90% take action as a result
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It’s Not Just the Engines
3 of the over 100 social media sites generate over 400 million visitors/month The top directory sites generate over 100 million visitors/month
The number 1 review site generates over 90 million visitors/month
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Differences Between National Brands & SMBs
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Call Tracking Numbers
• Paid Media
• Business Listings?
• Landing Pages
Image from RealPractice.com 10
Verification/Claiming
• Direct vs. Indirect Relationship
• IVR and Call Centers
• Scaling SMBs
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Brand Ownership
• Corporate vs. Franchisee
• Localized content
• Social media considerations • Location vs. National
• Texas Roadhouse Case Study
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Case Study: Texas Roadhouse
Case Study from:
“What the local pages allow us to do is build those communities of people who are connected with the restaurant. It’s two different things.” “I think the engagement is about the same. It’s just when it’s done one-on-one and personal at the local level, I think it adds that real personal piece to it that you don’t get at the national level.” - Dave Dodson, Communications Director of Texas Roadhouse
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Tactics in Focus • Complete Consistent NAPW + Enhanced Data
• Local Mobile Landing Page
• Claimed Business Profiles
• Local Search Factors: Citations
• Citations at Scale
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Complete Consistent NAPW & Enhanced Data
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BEFORE Data Enhancement
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AFTER Data Enhancement
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Tablet Device View: Google’s New Carousel
Implications: • Completeness of Profile
• Visual appeal – photos, videos
• Reviews
• Freshness of data
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Local Mobile Landing Page
§ Conical URL
§ IP is geo-targeted
§ Local meta data with geotags
§ Location specific content:
• Link to social & review sites
• Location map and directions
• Local coupons or special offers
• Responsive design for mobile devices
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Claimed Business Profiles
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Importance of Claimed Listings: Improves rankings on that search engine/directory/social site
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Importance of Claimed Listings: Visual Appeal
vs.
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Local Search Factors: Citations Citations:
Authority
Consistency
Quality
Quantity
Other Factors:
• Quantity of citations from industry-relevant domains and with mobile indicators
• Quality/Authority of Inbound links to Domain
• Individually Owner-Verified Google Plus Local Page
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Citations at Scale
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Gideon Rubin - Chief Marketing Officer Linkedin.com/in/gideonrubin
Twitter: @gideonrubin
Facebook.com/LocalMarketLaunch Twitter: @LocalLaunch
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