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Location, location, location - Jenny Simpson

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Location, location, location - Jenny Simpson

  1. 1. Location, Location, Location – the basics and creative routes<br />Jenny Simpson, Head of PR & Content, Stickyeyes<br />
  2. 2. Who are Stickyeyes? <br />Experience<br />14 years of Search Marketing Experience<br />UK’s most progressive and 6thlargest search agency <br />Unique data driven approach using our own innovative technology<br />Resource<br />£14m+ Annual Turnover<br />Team of 65 people in house<br />Entire off-site SEO team working in-house<br />In-house experience across a side range of verticals<br />Track Record<br />Over 400+ #1 rankings in a single year on Google.co.uk<br />Numerous top ranking terms across Europe & US<br />Consistently increase sales volumes via SEO and PPC below target Cost Per Sale<br />
  3. 3. Who we work with<br />A total of 55 clients working across 18 verticals including retail, travel, and many more, delivering results in highly competitive areas including retail, finance and gaming.<br />
  4. 4. So, what do we mean by Local?<br /><ul><li>Promoting location-based services
  5. 5. Exploiting geo-location opportunities, especially through Mobile
  6. 6. Localisation for international audiences
  7. 7. Using localisation within creative routes – aligning with PR and Social Media</li></li></ul><li>Multiple customer touch points increase Local’s importance:<br />Google says users searched 18 times, on average, before booking in 2010<br />PPC/Organic SEO<br />Info/Apps<br />Reviews / Blogs<br />
  8. 8. Search in 2011: Requires richer content, no cheating!<br />VINCE<br />CAFFEINE<br />PANDA<br />Search Engine volatility across key verticals. Source: Stickyeyes <br />
  9. 9. Mobile use is a gamechanger:<br /><ul><li>95% of smartphone users have searched for Local information
  10. 10. 77% have contacted a business, with 61% calling and 59% visiting the local business
  11. 11. Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase</li></ul>Source: Google<br />
  12. 12. Even if you aren’t selling local services, prove you are real… <br />… are you a web only retailer competing with big brands with a bricks and mortar presence?<br />http://www.mobileshop.com – one of the biggest losers in the Panda update<br />Revealing Google Maps results…<br />
  13. 13. Local effects natural and paid search<br />Reviews and ratings are influencing customers even before clicking through<br />Ratings<br />Reviews<br />
  14. 14. New in Local…<br />Google are now offering FREE photography of <br />interiors <br /> <br />Think Google Streetview for hotel interiors!<br />Imagine the power of that on search results…<br />
  15. 15. But, what does Local really mean…<br />Let’s start with: Stickyeyes is a Leeds-based search marketing agency<br /> <br />Being in Leeds tells you that we are also in…<br />Yorkshire<br />North of England<br />UK<br />Europe<br />Local can cover a big area…<br />
  16. 16. What is Local to you?<br />Are your local assumptions correct?<br />
  17. 17. International Localisation: Don’t be lost in translation…<br />
  18. 18. International Localisation: Don’t be lost in translation…<br />Après-ski? Relaxing times, a meal or time in the sauna <br />
  19. 19. International Localisation: Don’t be lost in translation…<br />Après-ski? Get the drinks in after a day on the slopes! <br />
  20. 20. International Localisation: Don’t be lost in translation…<br />Après-ski? Basically – just drinking in the mountains!<br />
  21. 21. It’s not just functionality – Local can drive PR campaigns<br />With some extra creativity and a Local angle, this charity campaign became…<br />
  22. 22. It’s not just functionality – Local can drive PR and Social Media campaigns – promoting you across touch points<br />…an Award-Winning campaign<br />The 1stFourSquare check in at the North Pole<br />
  23. 23. Local considerations for retailers with Local services and products<br /><ul><li>QR Codes – align them with your Social Media strategies
  24. 24. Press Releases – state your location – you can quickly gain visibility
  25. 25. Optimise your videos and images for Local search terms
  26. 26. Restaurants – use the hRecipe micro-format for rich snippets in search listings
  27. 27. Are your ads Localised?
  28. 28. Gain traction with real reviews </li></li></ul><li>Summing up…<br />THINK HUMANS… THE ROBOTS WILL FOLLOW…<br />
  29. 29. Sources and Useful Links <br />To find out about creative and data-driven solutions from StickyeyesEmail: hello@stickyeyes.comTwitter: @stickyeyes@jennysimpsonMonitor and protect your brand online with http://www.marketdefender.com/360 degree view of Social Media with http://social.stickyeyes.com<br />
  30. 30. Summing up…<br />Thank you!<br />