Local Search Marketing Pitfalls

Common Local Search Pitfalls
(and How to Avoid Them)
March, 2010

Proprietary and confidential. Do not distribute.

15miles unifies local online marketing by…
Socializing, Optimizing, Localizing and, Visualizing the user experience.

What We Offer
• Local Search Expertise
• Diverse Interactive Offerings
• Custom Solutions to Fit Clients Goals

15miles is where sales happen. We connect consumers to
national brands found in local markets. Consumers
purchase locally, and we help make this possible.

2 Proprietary and confidential. Do not distribute.

Gregg Stewart

• Over 20 years of Local Search and Interactive
agency experience

• President of 15miles — the Interactive division
of TMPDM

• Local / Mobile expert on ClickZ and
SearchEngineWatch. Former Search Engine
Strategies advisory board member


Agenda

• The Importance of Local Search
• Top 5 Local Search Pitfalls
1. Failure to plan = plan to fail
2. There is no silver bullet
3. Thinking national is local
4. Burying your head in the sand
5. Measuring actions – not outcomes

• Open Q&A


Please join us immediately after this webinar at
www.15miles.com/linkedin to participate in additional discussion about
local search pitfalls and challenges.


Local Search at a Glance…

• Local Search grew 46% over the past year while general search
grew 31%1
• Local portal search experienced 29 percent growth
• IYP/Local sites experienced 17 percent growth

• 80 percent of consumers expect businesses in their search result
to be within 15 miles of their location1

• 30 percent of all queries contain a city, state or zip code2

Source: 1 TMPDM/comScore Local Search Usage Study 2008/2009 2Piper Jaffray 2008
research paper

Local Search Marketplace is Growing Quickly

Google made Local Search a priority in 2009 &
2010 - evident from the following:

• Returns local results on queries without geo-
modifiers

Source: TMPDM/comScore Local Search Usage Study 2009
Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.




modifiers
• Enhanced Business Listings—an effort to create a
simple advertising vehicle for local businesses





modifiers
• Broadening what it considers local reviews—
sentiment analysis now includes hyperlocal blogs,
local portals and news sites





modifiers
• Broadening what it considers local reviews—
sentiment analysis now includes hyperlocal blogs,
local portals and news sites
• Launched hours and menu information along
with rich Snippets about reviews, people and
events to include in SERPs



Local Search Marketplace is Changing Rapidly
Total Unique Visitors (000)
Jan 2009 – Jan 2010
+40%

+14%

-6%

- 39%

+736

- 7%

+19%

+53%

- 28%

Source: comScore, MyMetrix Key Measures,;February, 2010

Goal of Local Online Business Search

15miles
Write a review – more info>>
Read Ratings 317 Madison Avenue
and Reviews Suite 2310, New York, NY 10017
3% 877-753-0015
Get hours of Other
15miles.com
operation 2% Get Directions
6%
Find a business with
Research Products product/service needed
12% 26%
Get Driving Directions
9% Address/Location
Phone Number 21%
21%



Online Search Results in Offline Action

15miles
Write a review – more info>>
317 Madison Avenue
Suite 2310, New York, NY 10017
877-753-0015
15miles.com
Post-Search Activity Get Directions

• 46% contacted by phone
• 37% visited the business21%
Phone Number
location
Address/Location

21%
• 11% contacted online



Pitfall # 1: Failure to Plan = Plan to Fail
Pitfall # 2: There Is No Silver Bullet
Pitfall # 3: Thinking National is Local
Pitfall #4: Burying Your Head in the Sand
Pitfall #5: Measuring Actions, Not Outcomes


Align Media Strategy & Marketing Goals

Marketing goals might include:

• Creating an online presence
• Differentiating your business
• Brand building
• Converting leads

Effective local search programs
can be complicated. It’s more
than simply appearing near the
top of search results…


Holistic Strategy - Media Opportunities
Consumers Use Many Resources

Source: TMPDM/comScore Local Search Usage Study, 2009


Holistic Strategy - Media Opportunities
Consumers Use Many Resources

Variations in media used will occur based on the
consumers need or intent

2009 Local Business Search Share
IYP’s
• YellowPages.com
9% • SuperPages.com
• Etc
29%
23%
Local Search
• Google Maps
68% • Yahoo! Local
96% • Etc
46%

General Search
• Google
25% • Yahoo!
3% • Bing
2% • Etc

HVAC Child Care Personal Banking


Holistic Strategy - Comprehensive Visibility

Optimum visibility includes:

• Paid & Organic visibility on
Search Engines
• Internet Yellow Pages
• Social Media & Mobile



Holistic Strategy - Comprehensive Visibility

Optimum visibility includes:

• Paid & Organic visibility on
Search Engines
• Social Media & Mobile

But also means :

• Using Google’s Local Business Center
• Managing your online reviews



Local Searches Should Bring Local Results
Simplifying the Search Experience

Must visit corporate website, then find where to Simple one click to
search for a local listing (didn’t you just do that??) complete local listings


Targeting - Keywords, Messages, Content, Platforms
Plumber
Affordable Rates, Available 24/7.
plumber Search Milwaukee WI Area. Call Us Today!
OakCreekPlumbing.net/Plumbers
Milwaukee, WI

Know where your customers are
Digital programs should include:

• IP Targeting by campaign



home remodeling quotes chicago Search

Know where your customers are.

• Geo-specific modifiers on keywords


Home Remodeling Chicago
Expert remodeling services. Call
home remodeling quotes chicago Search for a quote– 773.756.5860.
Handyman.net
Chicago, IL

Know where your customers are.

• Geo-specific modifiers on keywords
• Locally relevant messages facing business searchers



Home Remodeler Chicago
Remodeling services inside the loop
Call for a quote 773.756.5860.
Effective targeting requires multiple Handyman.net
Chicago, IL Need Remolding Ideas
message segments Chicago remodeling experts. Click
thru for a free brochure.
Handyman.net
• By Location Chicago, IL



Home Remodeler Chicago
Remodeling services inside the loop
Call for a quote 773.756.5860.
Effective targeting requires multiple Handyman.net
Chicago, IL Need Remolding Ideas
message segments Chicago remodeling experts. Click
thru for a free brochure.
Handyman.net
• By Location Chicago, IL

• Searcher Objective /
Intent


Monitoring - The Importance & Usage of Reviews

Importance Of Consumer Usage of Consumer
Ratings and Reviews Ratings and Reviews
(top 2 box rating on 5 point scale)

60% 70%
People who use social networking sites
50% 60% for local business information are more
likely to use consumer reviews (53%)
50%
40%

2007 40%
30%
2008
2009 30%
20%
20%
10%
10%

0% 0%


Monitoring - Reviews About Your
Business ARE Happening!
Regardless of geography or category, it’s vital to be aware
of what is being said about your business

Population
3,000,000

Population
25,000

Screen shots from 2/25/10

Monitoring - The Value of Owner Responses

• Active review monitoring
• Prompt, courteous response
from the Manager
• Shows respect for customer
(past & future)

• No public response from
the owner
• Presumed to not care to
voice their opinion
• Leaves a poor impression
for potential patients


Monitoring - Reveal and Optimize Opportunity

Web 2.0 World:
• Listen first Umm..what does asbestos
look like…eek!
• Provide value second

going to try and fix my toilet
tonight...should be interesting to say
the least.

Can anyone
recommend a good
home contractor


Monitoring - Reveal Opportunity

Platforms to monitor include:
• User Reviews
• Search Engines
• Angie’s List
• CitySearch & Yelp
• Hyper Local & Industry Related Blogs
• Twitter


Tracking - Make Informed Marketing Decisions

Tracking success improves marketing efforts

Including providing insights on:
• New opportunities
• Consumer behavior
• Improving conversions
• How marketing dollars should
be allocated

If it can be measured, it can be optimized…


Tracking - Hold Marketing Initiatives Accountable
Determining success includes measuring multiple
metrics online, as well as offline. Simply counting
clicks is not effective tracking.

• Local call tracking lines
• In-store coupon
redemption etc.
• Post-click Analytics
• Off-site Analytics


Tracking - Understanding Your Goals

Conversion goals for local search
programs generally differ from other
campaigns

Awareness
$5 cost per Lead
Nationwide,
Generation, 5% general search… Familiarity
Conversion Avg.

Comparison

Local, specific Pricing
$10 cost per Lead
Generation, 20% search…
Conversion Avg.
Purchase


Effective Local Search Marketing
Review


Brief Summary

#1 - Failure to Plan = Plan to Fail

Platforms

Monitoring

Targeting

Tracking


Brief Summary


#2 – There is NO Silver Bullet
Platforms
• Consumers use multiple
media - be found in all
• Search Engines, IYPs, Monitoring
Social Media etc.
Targeting

Tracking


Brief Summary


#2 – There is NO Silver Bullet
Platforms
media - be found in all
• Search Engines, IYPs, Monitoring
Social Media etc.
Targeting

Tracking

#3 – Thinking National is Local
• Segment your market
• Deliver on ad promises
• Limit hurdles to reach content


Brief Summary


#2 – There is NO Silver Bullet #4 – Burying Your Head in
Platforms the Sand
media - be found in all • Listen to the market
• Search Engines, IYPs, Monitoring • User Reviews
Social Media etc.
Targeting

Tracking

#3 – Thinking National is Local
• Segment your market
• Deliver on ad promises
• Limit hurdles to reach content


Brief Summary


#2 – There is NO Silver Bullet #4 – Burying Your Head in
Platforms the Sand
media - be found in all • Listen to the market
• Search Engines, IYPs, Monitoring • User Reviews
Social Media etc.
Targeting

Tracking

#3 – Thinking National is Local #5 – Measuring Actions,
• Segment your market Not Outcomes
• Deliver on ad promises • Track marketing efforts
• Limit hurdles to reach content through to sale / conversion


Thank You.

Please join us immediately after this webinar at
www.15miles.com/linkedin to participate in additional discussion about
local search pitfalls and challenges


Local Search Marketing Pitfalls

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