local search marketing
DESCRIPTION
How can a business that serves a local market (i.e. - restaurants, hotels, etc.) best leverage the search platforms, such as Google, Bing & Yahoo? See how you can increase your online lead/sales value by 1,030%.TRANSCRIPT
Increase your Restaurant/Hotel’s online exposure by 1030% with Local Search Marketing
Mark Hughs407-678-3062 x211
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What Is Local Search Marketing?
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Key Success Factors in Online Marketing:
• Professional Website Design/Image• Search Marketing• Social Media• E-mail Marketing
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Key Success Factors in Online Marketing:
• Professional Website Design/Image• Search Marketing• Social Media• E-mail Marketing
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Regular SEO vs. Local SEO:• Regular SEO is all about optimizing
websites.• Local SEO is all about optimizing locations.
• With the new blended results, you must now strive to do both well.
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What Is Local Search Marketing?
7Source: BIA / Kelsey, 2010
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Google’s Biggest Threat?
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Business Budgets – Online Tactics
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Why Local Search?
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Smart Phones – Mobile Search
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Smart Phones – Mobile Search
• 74% Growth from 2010 to 2011 of consumers accessing content from retailers from mobile devices.
• According to the IDC, 101 million smartphones were sold in 2010,
versus only 92 million PC’s.
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3 Pillars of Local Rankings
• Location/Distance• From the searcher or• From the location being searched
• Relevance• To the search query
• Location Prominence• What others say about you in the context
of your “place”
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Claim & Optimize Your Local Listing
• Be Thorough & Descriptive• Be Accurate & Consistent• Keywords are still KEY
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What Is Local Search Marketing?
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What Is Local Search Marketing?
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Google Place Page/Local Listing
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Google Places Virtual Tour
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Google Places Virtual Tour
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Google Places Virtual Tour
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Citations• Citations are like “links” in Regular SEO• They can actually be a link or just a
mention of your business’ N.A.P.:• Name• Address• Phone Number
• Build citations by submitting to Top Local Directories
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What are Top Local Directories?
• They all have high page rank• They allow ‘Do Follow’ links• They allow reviews• Indexed in Google• Trusted source of citations
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Top Local Directories• Google Hotpot• Bing.com/local• Yahoo Local• City Search• Yelp• Super Pages• Facebook Pages• YellowPages.com
• MerchantCircle.com• Foursquare• Gowalla.com• AngiesList.com• MojoPages.com• HotFrog.com• Kudzu.com• Manta.com
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What is being said about you online?• Where is it being said?• Sentiment of those mentions (good or
bad)• Keywords used in
those mentions
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Reviews• Restaurants: Urban Spoon, Zagat, Open Table• Wine: Snooth• Nearly Everything: Yelp• Health Practitioners: Demand Force• Contractors: ServiceMagic• Real Estate: Trulia, Zillow• Shopping: Amazon
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The Truth About Reviews• 84% of consumers are likely to check online
reviews*
• Average online review is 4.3/5.**
• Negative reviews converts to a sale better than a positive review.**
*2010 Retail Bulletin** BazaarVoice
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Other social signals:
• Checkins• Tweets, reTweets, followers• Friends, connections, network activity
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Local Search Case Study
1-Jan 1-Feb 1-Mar 1-Apr 1-May0
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Total ActionsWebsite Visitors
Month 11-Jan 11-Feb 11-Mar 11-Apr 11-MayTotal
ChangeImpressions 22 105 682 787 678 1127%Actions 7 13 63 66 45 580%Visitors 2 7 43 56 40 1030%
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Clarion Hotels Case Study
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Clarion Hotels Case Study
+400% Increasein impressions
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Clarion Hotels Case Study
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Clarion Hotels Case Study
+500% Increasein hotel visitors
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Bubbalou’s BBQ Case Study
SOLUTIONS INCLUDE:• Custom web development• Pay-per-click advertising• SEO/Local Search Marketing• Social Media – Facebook, Twitter, etc.• Call-tracking
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Bubbalou’s BBQ Case Study
MONTHLY RESULTS:• 80-120 call-in orders/month• 250-450 catering leads/month• 70% of catering leads convert/close
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Bubbalou’s BBQ Case Study
2010 vs 2011:• 21% increase in site traffic• 26% increase in catering leads
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Local SEO Checklist:1.) Keyword Research2.) Standardize Your Name, Address, and Phone Number3.) Optimize Your Business Profiles in Top Directories4.) Claim Your Listing In Google Places
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Local SEO Checklist:
5.) Obtain Links/Citations From Local Authority Sites6.) Encourage Customer to Rate & Review Your Business7.) Provide Images, Videos & Coupons
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Xcellimark Awards & Certifications:
• “Leading Provider of Web Design for Eastern US” in 2007, 2008, 2009, 2010, & 2011
• “Best in Search for Link Building by TopSEOs in Dec 2010 – Feb 2012.
• Advanced certification in Google AdWords as a Qualified Google Advertising Company
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Xcellimark in the News:
• Top 5 Digital Media Company in Central Florida (2010)• Top 10 Advertising Agency in Central Florida (2010)• OBJ’s Golden 100: Ultimate Newcomers (2010)• Featured on “Today in America” hosted by Terry Bradshaw• Top 10 Web Design Companies in Southern US (2007-2011)
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Xcellimark Credentials:
• Circle Members of SEMPO, the leading search engine marketing professionals organization in North America.
• Longtime members of SeoPros, a leading national SEO consultants directory with stringent criteria for entry.
• Members in good standing with the Better Business Bureau’s Reliability Program.