Importance of Local Listings + Search. KATE KOTZEA Click Rain

Transcription

1 Importance of Local Listings + Search KATE KOTZEA Click Rain

2 KATE KOTZEA Director of

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4 60% of travelers use navigation apps while traveling 71% of people look up or confirm the location of a business before going for the first time

5 46% of Google searches are LOCAL 46% -Hubspot

6 85% of leisure travelers decide on activities only after having arrived at the destination. -Think Google

7 Smartphone searches at hotels increased 30% in the last year. -Think Google

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9 LOCAL LISTINGS ONLINE REVIEWS MOBILE IMPACT PAID SEARCH

10 101 Terminology

11 Organic Search Result

12 Paid Search Ad Organic Search Result

13 Organic Search Result Google Maps

14 Organic Search Result Organic Results

15 Organic LOCAL Search Result

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17 Over the past two years, comparable searches without near me have grown by 150% -Google

18 8 Signals to help you rank for local search results

19 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.)

20 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.) LINK SIGNALS 17% (inbound anchor text, linking domains authority, etc.)

21 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.) LINK SIGNALS 17% (inbound anchor text, linking domains authority, etc.) ON-PAGE SIGNALS 14% (NAP, keywords, domain authority, etc.)

22 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.) LINK SIGNALS 17% (inbound anchor text, linking domains authority, etc.) ON-PAGE SIGNALS 14% (NAP, keywords, domain authority, etc.) CITATION SIGNALS 13% (Aggregator NAP, citation volume, etc.)

23 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.) REVIEW SIGNALS 13% (Quantity, frequency, diversity, etc.) LINK SIGNALS 17% (inbound anchor text, linking domains authority, etc.) ON-PAGE SIGNALS 14% (NAP, keywords, domain authority, etc.) CITATION SIGNALS 13% (Aggregator NAP, citation volume, etc.)

24 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.) REVIEW SIGNALS 13% (Quantity, frequency, diversity, etc.) LINK SIGNALS 17% (inbound anchor text, linking domains authority, etc.) BEHAVIORAL SIGNALS - 10% (CTR, mobile clicks to call, check-ins, etc.) ON-PAGE SIGNALS 14% (NAP, keywords, domain authority, etc.) CITATION SIGNALS 13% (Aggregator NAP, citation volume, etc.)

25 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.) REVIEW SIGNALS 13% (Quantity, frequency, diversity, etc.) LINK SIGNALS 17% (inbound anchor text, linking domains authority, etc.) BEHAVIORAL SIGNALS - 10% (CTR, mobile clicks to call, check-ins, etc.) ON-PAGE SIGNALS 14% (NAP, keywords, domain authority, etc.) PERSONALIZATION 10% CITATION SIGNALS 13% (Aggregator NAP, citation volume, etc.)

26 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.) REVIEW SIGNALS 13% (Quantity, frequency, diversity, etc.) LINK SIGNALS 17% (inbound anchor text, linking domains authority, etc.) BEHAVIORAL SIGNALS 10% (CTR, mobile clicks to call, check-ins, etc.) ON-PAGE SIGNALS 14% (NAP, keywords, domain authority, etc.) PERSONALIZATION 10% CITATION SIGNALS 13% (Aggregator NAP, citation volume, etc.) SOCIAL SIGNALS 4% (Google engagement, Facebook, Twitter, etc.)

27 Local Audience + Local Intent

28 LOCAL LISTINGS ONLINE REVIEWS MOBILE IMPACT PAID SEARCH

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30 An online entry that contains your business: Name Address Phone Number Category

31 An online entry that contains your business: Name Address Phone Number Category 123 S. Main 123 South Main Click Rain ClickRain Click Rain, Inc

32 moz.com/local/search

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34 Step 1 Search Your Business

35 Step 2 Google My Business google.com/business

36 Step 3 Create Google Account

37 Step 4 Create or Update Your Google My Business Account

38 Step 5 Claim or Verify Business

39 Step 5 Claim or Verify Business

40 Step 5 Claim or Verify Business

41 Step 6 Enter or Update Your Information

42 Step 7 Enter or Update Your Information

43 ABILITY TO GATHER INSIGHTS

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48 What about multiple locations?

49 Unique Listing Per Unique Location

50 website.com/location-a website.com/location-b

51 website.com/location-a website.com/location-b website.com/location-c website.com/location-d

52 Year-over-Year VISITS

53 LOCAL LISTINGS ONLINE REVIEWS MOBILE IMPACT PAID SEARCH

54 MY BUSINESS SIGNALS - 19% (proximity, categories, keywords, business title, etc.) REVIEW SIGNALS 13% (Quantity, frequency, diversity, etc.) LINK SIGNALS 17% (inbound anchor text, linking domains authority, etc.) BEHAVIORAL SIGNALS - 10% (CTR, mobile clicks to call, check-ins, etc.) ON-PAGE SIGNALS 14% (NAP, keywords, domain authority, etc.) PERSONALIZATION 10% CITATION SIGNALS 13% (Aggregator NAP, citation volume, etc.) SOCIAL SIGNALS 4% (Google engagement, Facebook, Twitter, etc.)

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56 4 in 5 TripAdvisor users will usually or always reference reviews before deciding on an attraction to visit.

57 88% of consumers trust online reviews as much as they trust personal recommendations.

58 CREATE A REVIEW CULTURE

59 In-Store Signage REVIEW CULTURE Follow-up s Employee Engagement

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61 Create or Login to Your Account

62 Search Your Business tripadvisor.com/owners

63 Claim Your Location

64 Claim Your Location

65 Update Your Listings

66 Respond to Reviews

67 Use Review Express

68 TripAdvisor Widgets

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70 LOCAL LISTINGS ONLINE REVIEWS MOBILE IMPACT PAID SEARCH

71 56% of Small Businesses have a Website

72 53% 56% of Small Businesses have a Website are mobile friendly

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74 1 in 3 mobile searches have local intent -Small Business Trends

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78 Low Cost and High Impact

79 LOCAL LISTINGS ONLINE REVIEWS MOBILE IMPACT PAID SEARCH

80 85% of leisure travelers decide on activities only after having arrived at the destination. -Think Google

81 93% of online experiences begin with a search engine -Search Engine Journal

82 For local listings 68% of searchers used click to call or get directions in a mobile ad -Hubspot

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84 Geography SEARCH CAMPAIGN PARAMETERS Device - Mobile Time of Day / Day of Week

85 Discount to Book Direct Number of Locations THINK LIKE A TRAVELER Review Links Phone Number Directions

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87 WORDS TO BID ON Dessert places Cupcake store Unique local dessert place Fun thing to do with kids

88 WORDS NOT TO BID ON Molly s cupcakes Molly s desserts

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90 LOCAL LISTINGS ONLINE REVIEWS MOBILE IMPACT PAID SEARCH

91 Importance of Local Listings + Search KATE KOTZEA Click Rain