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Online Local Search Listings Optimization

Ensure the Most Accurate Location Information

Add Rich Content to Trigger Consumer Buying Decisions

Be Found in Local Search Listing Site Results

Promoting (Your) Local Online Identity

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What Local Search Is Why It MattersHow to Take Advantage of It

Local Search Listings:• What They Are, Where They Fit• Why They’re Critical• How They Work; The Challenge for Your Business

How We Help

Getting Started

Today’s Discussion

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“Online consumers looking to find qualified local businesses,

by entering “top of mind” (key) words, phrases and geographic

modifiers on major search engines, Internet Yellow Pages and

other online directories.”

“Online consumers looking to find qualified local businesses,

by entering “top of mind” (key) words, phrases and geographic

modifiers on major search engines, Internet Yellow Pages and

other online directories.”

What Exactly IS Local Search?

Nike Shoes in Dallas

Chicago Chinese Restaurant Dim Sum

Red Dresses in Miami FL

Tire Repair in Zip Code 90210

San Diego emergency plumber taking visa

Spanish speaking Atlanta taxi

24 hour Bank Las Vegas

Pizza delivery credit card 20713

Saturday day care New York city

X Box Store Denver Colorado

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555

Why Local Search Matters- Because That’s how Consumers Now Shop!

Over 2.6 Billion2.6 Billion Local Searches conducted each month in 2008 (a 58%

increase over 2007)1

Local Search accounted for over 30% of all search traffic in 2008 (up

from 25% in 2007)1

80%+ of searches start with a search engine2, not a corporate website!

1. conScore/Yellow Pages Association 20092. SMX 2008

0 2 4 6 8 10

# Searches/Month in Billions

2007

2008

Ye

ar

Local Search Takes Larger Share

Local Searches

Total Searches

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Local Online Search InfluencesConsumers Early & Throughout the Buying Cycle

“Nearly half (45 percent) of Internet Yellow Pages and local online directory searchers made a corresponding offline purchase in the fourth quarter of 2008” (comScore/YPA 2009)

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Consumer Fragmentation in Local Search

2% Social Networks2% Mobile Local

49% Major SE

17% Major LocalSearch Engines

30% InteractiveYellow Pages

Source: comScore/TMP October 2008

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Consumer Fragmentation: The Long Tail of Local Search

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How Local Search Engines are Primarily Used

Major Search Engines--Highest percentageOf users doing research(over 20%)

Major Local Search Engines--Highest % of users are for finding Address/Directions Recovery(30%)

Interactive Yellow Pages--Highest % of users for findingPhone Number Recovery (34%)

Source: comScore/TMP October 2008Consumers Use Various Sites for Various Reasons,

Managing Content on One Site is NOT Enough Consumers Use Various Sites for Various Reasons,

Managing Content on One Site is NOT Enough

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Local Search Listings- Their fit in the major search engines

Website OptimizationSEO

Local Search Results

Pay Per Click (ppc)SEM – SE Marketing

“paid ads”

Pay Per Click (ppc)SEM – SE Marketing

“paid ads”

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Source: MarketingSherpa 2007 Benchmark Guide 2007

The vast majority Searchers look in in the “Golden Triangle”

and That’s Where Local Search Listings are Presented!

Local Search Listings – Why They’re Critical for Your Business

BUT--Are You Represented?

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Example – Optimized Profile Page

~ Business Profile Page ~More details on the business

1. Basic Local Listing Info:

• Business Name• Local Address• Local Number

2. Business Attributes:

• Drives “Findability”

• Triggers Action• Make Accurate

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Before & After 2007 2008

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Geo-Proximity to the Searched Location/Zip Code

Searched “business or service/product/brand” – is in the Business Name?

Searched “business or service/product/brand” – this ‘content’ associated with the business profile

Has the marketplace interacted with the listing –

i.e. User feedback, etc…

Generation of Business ListingsGeneration of Business Listings

Factors:

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1

2

Content Found in Profile3

4

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Local Search Listings Relevancy FactorsLocal Search Listings Relevancy Factors

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Why Broad Distribution Matters

1. Results are Served, andConsumersMay Look…

1. Results are Served, andConsumersMay Look…

Here…

Or Here…

Or Here

Or Here…

2. So YouNeed To Be Listed…

2. So YouNeed To Be Listed…

Here…

And Here…

And Here…

And Here!

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All these partners in our distribution network play a roll in Sports Authority’s strong web page citation numbers

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Citations + Web References

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Local Search Listings are managed and maintained in separate Local

Search Site Databases, comprised primarily of data from print Yellow

Pages, which can be up to 2 years old.

Meaning your Local Search Listings are possibly being viewed by

motivated online consumers right now and,

Your current listings may be:

– INACCURATELY REPRESENTING YOUR BRAND, due to Inaccurate, incomplete

and out-of-date information, and/or;

– OMMITED FROM SEARCH RESULTS COMPLETELY, OR PROVIDING LITTLE

CONSUMER BUYING MOTIVATION, due to lack of deep information on your

business that’s necessary for your listings to “come up” in results, and providing

inadequate buying information when they do.

Local Search Listings – How They Work, The Challenge for Your Business

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Getting Control Over your Local Search Listings Content – What We Do for You

1. CAPTURE Current Listings 1. CAPTURE Current Listings

3. ORGANIZE and STRUCTURE Updated, Deep Listings3. ORGANIZE and STRUCTURE Updated, Deep Listings

2. CORRECT, UPDATE and DEEPEN Current Listings 2. CORRECT, UPDATE and DEEPEN Current Listings

4.DISTRIBUTE Updated, Deep Listings, Optimized for Local Search Listings ResultsTo over 85 top search engines, Internet Yellow Pages and specialty directories

4.DISTRIBUTE Updated, Deep Listings, Optimized for Local Search Listings ResultsTo over 85 top search engines, Internet Yellow Pages and specialty directories

Manage An Easy, Cost Effective Five Step Process:

From U.S. Repository of All Businesses*

Dramatically enhances visibility/”find ability using a proprietary, hierarchical taxonomy engine*

5. MANAGE Updated, Deep Listings, in batch or one-off processes 5. MANAGE Updated, Deep Listings, in batch or one-off processes

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Some “Best Practices” Tips and Tools Used toDeepen Your Content, Enhance Your Listings Visibility

Consider that Consumers Search by “Top of Mind”:• Business Name ( Superior Air Company)• Category (Business Type, i.e., Heating & Air

Conditioning)• Brands (Trane, Carrier, Lenox etc..)• Products (Furnaces, Air Conditioners, Humidifiers)• Services (Furnace Repair, AC Maintenance)

Add Rich Content to Local Listing Information:• Website• Email Address• 800 #• Fax #• Hours Of Operation• Brand Affiliation• Products• Services• Payment Methods

• Avoid Duplication Across Listings • Provide Address Whenever Possible.     • Provide Alternated Phone Numbers   

Accommodate for Both Types of Local Search:• Recovery Search: Business Name is Known – looking for more

information from that Business to make an Intent to Purchase• Discovery Search: Business Name is not Known – product or service is

searched and desired business uncovered This is Where We Can Help!

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Results from Updating, Deepening Your Listings Content

Example--Match Found Due to Enhanced Content From a “Brand Search”

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Where Your Updated, Enhanced Listings Go—The Distribution Network (Over 80+ partners today = 90% of Local Searches)

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The Take Aways:

• Local Search is here, and going mainstream

• Local Listings Sites are a prominent, increasingly popular

component of the Local Search landscape

• Recency, accuracy and depth of content are critical to supporting

your business image…and bringing you qualified customers

• Online consumers are fragmented--robust, broad content

distribution is key to maximize reach

• We’ve created an easy, affordable one-stop-shop for you to realize

the benefits of Local Listings content management and distribution