the secrets of local search marketing
DESCRIPTION
This is my slide deck from my local search marketing webinar this morning. In it we talk about three big problems, NAP, Citations, and Reviews.TRANSCRIPT
Local Search
BIG Problems
Big Problems
NAP (Name, Address, Phone)
Citations
Reviews
Name - Address - Phone Number
(NAP)
NAP
HUGE problem in local
Bad to focus on just your Place Page
Align all data across all providers and locations
NAP
Start with your website
Dedicated page for each locationYour official address (North vs N.), phone number, and business name
Marked up with the proper schema
http://schema.org/LocalBusiness
NAP
Maps pages are set up and claimedYour official address (North vs. N.), phone number, and business name
NAP
Major Data Providers
InfogroupAcxiomLocaleze
Other Big Players
Yellowpages.comSuperpages.comUniversal Business Listing
Get your data fixed upstream
NAP
Citation Building
Citations
Citations are to Place Pages as links are to web pages
External web pages that reference your exact business name, address, and phone number
I still don’t get it….
CitationsBathroom renovation in Salt Lake City
Okay… how do I get these?
Citations
Used to be easy…
Citations
Not anymore…
Citations
YelpJudy’s BookMerchant CircleInsider Pages
KudzuCity SquaresBOTW LocalHot Frog
Start with my favorites….
Citations
Competitive research
Citations
Citations
Tools
http://www.whitespark.ca/local-citation-finder/
Citations
Review Generation
Reviews
Reviews are huge
Build trust with the engines
Build trust with your potential and current customers
How do I go about getting reviews?
Reviews
ASK and make it easy!
Unless your customers are socially savvy… they probably won’t go online and give you a review
Reviews
Ask at point of sale or service
“Don’t forget to review our product / service / customer service by visiting…”
Print on receiptsProvide a separate flyerVerbally ask
Reviews
Ask via email
First we must build the email list
Built in if you are an online shop
Much harder if you are a brick-and-mortar store
Reviews
Incentivize the opt-in (don’t incentivize review)15% off your next purchase or service
Segment your list by type of email accountGmail, Yahoo / Ymail, MSN / Hotmail, All OthersSend them to appropriate page to leave review
Reviews
Gmail Google Places PageYahoo/Ymail Yahoo Local ListingMSN/Hotmail Bing Local ListingAll Others Take your best guess (Google Places, Yelp)
Reviews
Ask via package inserts
** works amazingly well if you ship product **
Reviews
Ask via site badges
Prominently display on your website
Examples…
Disclaimer #1: I do not condone the use of copyrighted logos
Disclaimer #2: I am not a graphic designer… These are pretty ugly!!!
Reviews
Conclusion
Get your NAP cleaned up and standardized
Build citations… as many as you can
Get creative to get more reviews
Let’s Answer Some Questions