location, location, location - jenny simpson
TRANSCRIPT
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Location, Location, Location – the basics and creative routes
Jenny Simpson, Head of PR & Content, Stickyeyes
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Experience• 14 years of Search Marketing Experience• UK’s most progressive and 6th largest search agency • Unique data driven approach using our own innovative technology
Resource• £14m+ Annual Turnover• Team of 65 people in house• Entire off-site SEO team working in-house• In-house experience across a side range of verticals
Track Record• Over 400+ #1 rankings in a single year on Google.co.uk• Numerous top ranking terms across Europe & US• Consistently increase sales volumes via SEO and PPC below target Cost Per Sale
Who are Stickyeyes?
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A total of 55 clients working across 18 verticals including retail, travel, and many more, delivering results in highly competitive areas including retail, finance and gaming.
Who we work with
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So, what do we mean by Local?
• Promoting location-based services
• Exploiting geo-location opportunities, especially through Mobile
• Localisation for international audiences
• Using localisation within creative routes – aligning with PR and Social Media
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Multiple customer touch points increase Local’s importance:
Google says users searched 18 times, on average, before booking in 2010
PPC/Organic SEO Info/Apps Reviews / Blogs
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Search in 2011: Requires richer content, no cheating!
VINCE CAFFEINE PANDASearch Engine volatility across key verticals. Source: Stickyeyes
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Mobile use is a gamechanger:
• 95% of smartphone users have searched for Local information• 77% have contacted a business, with 61% calling and 59% visiting the local business• Half of those who see a mobile ad take action, with 35% visiting a website and 49%
making a purchase
Source: Google
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Even if you aren’t selling local services, prove you are real…
… are you a web only retailer competing with big brands with a bricks and mortar presence?
http://www.mobileshop.com – one of the biggest losers in the Panda update
Revealing Google Maps results…
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Local effects natural and paid search
Reviews
Ratings
Reviews and ratings are influencing customers even before clicking through
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Google are now offering FREE photography of interiors Think Google Streetview for hotel interiors!
Imagine the power of that on search results…
New in Local…
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Let’s start with: Stickyeyes is a Leeds-based search marketing agency
But, what does Local really mean…
Being in Leeds tells you that we are also in…
Yorkshire
North of England
UK
Europe
Local can cover a big area…
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What is Local to you?
Are your local assumptions correct?
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International Localisation: Don’t be lost in translation…
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International Localisation: Don’t be lost in translation…
Après-ski? Relaxing times, a meal or time in the sauna
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International Localisation: Don’t be lost in translation…
Après-ski? Get the drinks in after a day on the slopes!
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International Localisation: Don’t be lost in translation…
Après-ski? Basically – just drinking in the mountains!
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It’s not just functionality – Local can drive PR campaigns
With some extra creativity and a Local angle, this charity campaign became…
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It’s not just functionality – Local can drive PR and Social Media campaigns – promoting you across touch points
…an Award-Winning campaign
The 1st FourSquare check in at the North Pole
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Local considerations for retailers with Local services and products
• QR Codes – align them with your Social Media strategies
• Press Releases – state your location – you can quickly gain visibility
• Optimise your videos and images for Local search terms
• Restaurants – use the hRecipe micro-format for rich snippets in search listings
• Are your ads Localised?• Gain traction with real reviews
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THINK HUMANS…
THE ROBOTS WILL FOLLOW…
Summing up…
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To find out about creative and data-driven solutions from Stickyeyes
Email: [email protected] Twitter: @stickyeyes @jennysimpson
Monitor and protect your brand online with http://www.marketdefender.com/
360 degree view of Social Media with http://social.stickyeyes.com
Sources and Useful Links
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Thank you!
Summing up…