Local Search Optimization for Franchises & Large Dealer Networks with Moz

David Mihm @davidmihm
Director of Local Search Strategy
MOZ Local
About the Presenters
Visit us at: bridgeline.com
Follow us: @bridgeline
Jeremy LaDuque, CFE @jeremyladuque
SVP of Franchise & Large Dealer Networks
Bridgeline Digital

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We help our customers achieve their key initiatives by
leveraging leading web based technologies
How We Build Customer Success
“No other company in the web engagement marketplace can provide for its customers
the integrated solutions Bridgeline provides.”
- Scott Liewehr, DCG

Introduction
- Wayne Gretzky
”“ A good player goes where the puck is, a great
player goes where the puck is going to be.

Make it Convenient by Showing Up Properly
Showing Up Properly
! Responsive Design
! Audience Use Cases
! Persuasive Content
Omni-Channel Marketing is a modern
approach to creating a seamless
consumer experience across all
available customer channels.

Why Embracing Mobile Matters
Brand
! Google found 72% of online
shoppers expect businesses
to have a mobile-friendly
website
! 55% say a poor mobile
experience will hurt their
opinion of brand

Why Embracing Mobile Matters
Long-Term Opportunities
! 89% of customers do business with a competitor
following a poor customer experience (IBM)
! 72% of companies said that mobile accounts for more
than 10% of traffic, up from 52% in 2012 (Google)
! 67% of consumers said they’re more likely to make a
purchase if a website is mobile-friendly (Google)

What is Responsive Design:
Kayla Knight, Smashing Magazine
”“
Responsive Web design is the approach that suggests
that design and development should respond to the
user’s behavior and environment based on screen
size, platform and orientation.

Search Engine Optimization Considerations
From Google’s Developer Guide:
! Single URL creates easier user
interaction and sharing opportunities
! Helps Google’s algorithms assign the
indexing properties for the content
! No redirection is needed for users to
get to the device-optimized view &
reduces loading time

Importance of User Behavior
Customer Tendencies: Action, Not Volume, Is Critical
! 9 out of 10 smart phone searches
result in customer action with over
half leading in a purchase.
! 58% of Americans use their smart
device on their way to the retail store
or in store.

Deliver a Custom Tailored Experience
Deliver a Custom Tailored Experience
! The power of persuasion – attracting your audience means grabbing
their attention and giving them a reason to stay on your website
! Persuasive content - automatically present the right content, to the
right audience at the right time
" By device
" Navigational behavior
" Search terms
" Site usage

Planning to succeed:
Stage #1 Stage #2: Stage #3: Stage #4:
Information
Access to the right
information.
- Big data
- Analytics
- KPI’s
Planning
Knowing what’s
critical to moving
the needle for you.
- Information based
planning
- Choosing the
right channels
Tools
The right tool set
that’s accessible
and easy to use.
- CMS
- CRM
- Social
- Email
- Mobile
- Analytics
Ongoing
A strategy for
national and local
search visibility.
- Strengths at the
national level
- Strengths at the
local level
- Synergies

1515
Seizing the Local Search Opportunity
David Mihm
@davidmihm
davidm@moz.com

1616
Sizing the opportunity1
2
3
4
5
Local search fundamentals for franchisors
Leveraging YOUR strengths
Leveraging your franchisees’ strengths
Recap
Seizing the Local Search Opportunity
© SEOmoz, Inc. 2014

1717
Sizing the opportunity
7,620,000,000Local searches every month (U.S.)
Local on MobileLocal on Desktop
20%
50%
Source: 20BN Desktop US Searches (May 2013, Comscore); Percentages from Google and Bing

1818
ZORS
ZEES
ZEES
ZEES
What the opportunity looks like

1919
Franchise Locator,
Site Architecture
Google Places
For Business, Others
Google Plus
Authorship, Publisher
Local search fundamentals for franchisors
WEBSITE
BRAND
LOCATION

2020
Leverage your strengths as a Zor
• Strong website potential
• Brand name
• Full-time marketing and IT/Engineering departments

2121
WEBSITE LOCATION
Best Practices
• Crawlable, traditional directories
• Unique page for each location
Home
Stores
• Optimize for conversions
• Title: “Brand – Keyword(s) in City, ST”
• Full “NAP” for each location in HTML
• Rich content
Domino’s Pizza – Delivery, … Chicago, IL
Domino’s Pizza – Chicago, IL
Domino’s Pizza
1415 W Irving Park Rd
Chicago, IL 60613
(773) 871-3030
Get Driving
Directions
Welcome to Domino’s Chicago Northside!
Open Daily
1030 am – 130 am
PLACE AN ORDERPLACE AN ORDER
(From the Manager)
Domino’s Pizza
Chicago, IL 60613
(773) 871-3030
Get Driving
Directions
Open Daily
1030 am – 130 am
(From the Manager)
Domino’s Pizza
Chicago, IL 60613
(773) 871-3030
Get Driving
Directions
Open Daily
1030 am – 130 am
(From the Manager)

2222
NO YES
WEBSITE LOCATION

2323
Publisher: Links entire website with a
Google+ business page.
Authorship: Links individual posts & articles with an
individual’s Google+ profile.
WEBSITE BRAND
Slide courtesy of Mike Blumenthal: blumenthals.com/blog

2424
WEBSITE
BRAND
LOCATION
Authorship
Walking AND chewing gum!

2525
BRAND LOCATION
Google Places / Google+ Local
…only part of the equation.
Source: Google Patent Application 60658214 “Generating Structured Information”
places.google.com

2626
What this:
really looks like…

2727
Between 20-40% of this is wrong.
You can manage listings on
each site individually.
Vendors make it easier.

2828
…but what about your Zees?
WEBSITE
BRAND
LOCATION
Zor fundamentals
• Closer to the customer
• Community relationships
• More nimble

2929
Local search fundamentals for Zees
Links + Referrals
Social
Media
Customer
Reviews
LOCATION
CUSTOMER
COMMUNITY

3030
LOCATION COMMUNITY
• Links are still a very important piece of the algorithm
• Should come naturally from community involvement

3131
LOCATION CUSTOMER
Why does Google like reviews?
• SEARCHERS like reviews
• Good indicator of a business’s popularity
• Not dependent on a website
• (Reasonably) difficult to game

3232
Streamline the review process for your Zees
User
Visits
Site
Navigates to
business page
Signs up
for account
Completes
Profile
Receives
confirmation email
Confirms
account
Typical Review Process Leaves
Review
Better Review Process
User Visits
Business
Page Directly
Leaves
Review
Logs in with
existing
account

3333
YESNO
Send direct link(s)
to local profile(s)
Send direct link to Google+
Local page
Streamlined review process: Email segmentation
Industry-relevant site(s)
that accept Facebook logins

3434
CUSTOMER COMMUNITY
• Get involved in community events – not only online, but offline
Much more likely
to build recognition
and loyalty on
social media

3535
Recap
Zor Strengths
• Strong website potential
• Brand name
• Full-time marketing and
IT/Engineering departments
WEBSITE
BRAND
LOCATION
LOCATION
CUSTOMER
COMMUNITY
Franchise Locator
Publisher/
Authorship
Location
Data
Review
Program
Social
Media
Links + Referrals
Zee Strengths
• Community relationships
• Closer to the customer
• More nimble

Q&A
David Mihm @davidmihm
Director of Local Search Strategy
MOZ Local
davidm@moz.com
Jeremy Laduque @jeremyladuque
CFE, SVP of Franchise & Large Dealer Networks
Bridgeline Digital
jladuque@Bridgeline.com

Thank You for joining the Webinar!
Follow us on twitter: @bridgeline
Visit us at: www.bridgelinedigital.com

Local Search Optimization for Franchises & Large Dealer Networks with Moz

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