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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why is local such a hot topic? SEARCH THEN SEARCH NOW Top sources Yellow Pages  Google/ mobile Who needs to be online? National Retailers Local Businesses
[object Object],Why is local such a hot topic? Engines continue to revise results to highlight local content. ,[object Object],[object Object],It ’s getting competitive: as big brands evolve products with a local and SB focus. Search  Engines Directory Listings Geo-local/ Check-in Group Buying / Daily Deal
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Search Engines: Result Listings
[object Object],Search Engines: Result Listings PAID ORGANIC PAID
Search Engines: Result Listings ,[object Object],LOCAL ORGANIC LOCAL LOCAL PAID PAID
Search Engines: Result Listings Local search Google results – September 2010. PAID PAID There was plenty of paid search real-estate in September of 2010
Search Engines: Result Listings ,[object Object],PAID In October 2010, results changed with the launch of  “Place Search.“
[object Object]
[object Object],Factors in Local Search Ranking Physical location ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Factors in Local Search Ranking Relevance: Are you a  sushi   restaurant  in  Washington   Square ? Prominence: Are you a  ‘referenced’ brand online? Distance: How close are you Washington Square?
[object Object],Factors in Local Search Ranking: Website
Factors in Local Search Ranking: Website  ,[object Object],[object Object],[object Object],[object Object],How important is a website? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Factors in Local Search Ranking: Website  Title Tag Title Tag Title Tag Meta Description Meta Description Meta Keywords
[object Object],Factors in Local Search Ranking: Website  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Factors in Local Search Ranking: Google Places
Factors in Local Search Ranking: Google Places Owner verified listing
Factors in Local Search Ranking: Google Places Listing not verified
Factors in Local Search Ranking: Google Places ,[object Object]
Creating Your Google Place:  Google.com/places Address Web Info Descript. Category Service/ destination Show Address? Hours
Creating Your Google Place Photos  X / 10 Payment Info Videos  X / 5 ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Poll Question Check online to see if your listing is verified.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Directory Listings and Local Search Ranking
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Prominence: Build a buzz
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ranking Factors
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Where does paid search fit? Like organic and local, paid search requires a high quality website or landing page for conversion.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mobile is growing Are you paying attention to these distribution channels?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mobile Search
Mobile Website Example Home Hardware vs. Lowes
[object Object],[object Object],[object Object],[object Object]
Measure Your Performance! Performance Funnel for Leads, visitors and Costs. Phone Calls and Leads from Web Forms in one location 30-day rolling view of website visits from Search Ads.
Organic Traffic Reporting Top Keywords and URL’s. Organic traffic stats at a glance! Traffic source Chart – easy to read and use.
Paid Search Reporting Select your Paid Traffic Source. 30-day view of Paid Traffic Clicks/Visits Paid Traffic Stats.
Track Your Leads Measurable Post Click ROI via Phone Call Tracking View Phone Call Leads and Email Leads from Web Forms Leads come from All Online and Offline Sources.
Connect With Your Leads In Social Networks Listen to each call with ease. Reverse White Pages look up on all phone call leads. See the source of each call (including Social Networks)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Where to Start
[object Object],[object Object],[object Object],[object Object],[object Object],Questions

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Andy Steuer - MarchEngines - Local Marketing

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  • 9. Search Engines: Result Listings Local search Google results – September 2010. PAID PAID There was plenty of paid search real-estate in September of 2010
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  • 18.
  • 19. Factors in Local Search Ranking: Google Places Owner verified listing
  • 20. Factors in Local Search Ranking: Google Places Listing not verified
  • 21.
  • 22. Creating Your Google Place: Google.com/places Address Web Info Descript. Category Service/ destination Show Address? Hours
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  • 31. Mobile Website Example Home Hardware vs. Lowes
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  • 33. Measure Your Performance! Performance Funnel for Leads, visitors and Costs. Phone Calls and Leads from Web Forms in one location 30-day rolling view of website visits from Search Ads.
  • 34. Organic Traffic Reporting Top Keywords and URL’s. Organic traffic stats at a glance! Traffic source Chart – easy to read and use.
  • 35. Paid Search Reporting Select your Paid Traffic Source. 30-day view of Paid Traffic Clicks/Visits Paid Traffic Stats.
  • 36. Track Your Leads Measurable Post Click ROI via Phone Call Tracking View Phone Call Leads and Email Leads from Web Forms Leads come from All Online and Offline Sources.
  • 37. Connect With Your Leads In Social Networks Listen to each call with ease. Reverse White Pages look up on all phone call leads. See the source of each call (including Social Networks)
  • 38.
  • 39.

Notas do Editor

  1. Google: http://searchengineland.com/google-local-business-center-becomes-google-places-40307 Comscore: http://searchengineland.com/more-people-go-mobile-for-local-47543
  2. http://www.bruceclay.com/blog/2010/12/social-goes-local/
  3. http://bx.businessweek.com/mobile-applications/arbitron-study-finds-one-third-of-americans-now-own-smartphones-facebook-multi-computer-homes-cross-50-threshold/6241522017837353345-ae2d172ededa81351b9d8322c136276b/ http://searchengineland.com/more-people-go-mobile-for-local-47543