4. Cross-Channel Convergence
Location Specific Facebook
Crawlable Local Content Search Pages
Local Page
Print Social
Local Mobile
# % Mobile Friendly Local Search
All
586,448 100%
Visits
Mobile
173,702 29.62%
Traffic
5. Local Pages and Mobile User Growth
Local Pages and Mobile are experiencing growth that is bringing them close to Business
Locator traffic levels.
6. Challenges of Local SEO at Scale
Local and Mobile Search
Lack of awareness
Website dose not support local content
Slow to move on mobile
Optimization for a vast range of potential queries
Automated solution to build a web presence
Mobile optimization without hurting SEO
Local and Social
Lots of “fans”, limited ability to drive in-store traffic
Social isolated from other departments
No local-social content or infrastructure
Brand-social to local-social
Leveraging social to benefit search and integrating social within other local properties
Claiming and Syndication
Limited sources, maximize data syndication efforts
Format location files to each search engine needs
Manual work still required
Find missing data
Monthly updates maintenance
Analytics
Information overload
Human limit to absorb data
Format and aggregate data from numerous sources
7. Consumer Path to Purchase
SALE
FIND ACTIONS
SEARCH Address
Buy Online
Search Engines Phone Number
Buy Offline
Social Sites Hours
Appointments
Local Directories Menu
Social Actions
Corporate Website Products
(“like”, tweet, reviews)
Company Information
More than 1,000,000 local visits in 1 year!
8. The Branded Local Long Tail
All organic traffic
Non-Brand
All traffic
4> keywords
Don't let this happen to your brand!
Without branded local long tail optimization, aggregators
and AdSense scrapers steal traffic.
9. Keywords
• Total search visits: 1,548,752
• Total keywords causing these visits:
315,495
• Number of keywords causing only 1
single visit: About 250,000
“Not Provided” Keywords - Jan 2012
• Not Provided is always our top keyword
• Jan 2012 search visits – 231,324
• Jan 2012 N.P. visits – 30,531 = 13%
“Not Provided” Keywords from Sep. 2011 to Jan 2012 – Client B
10. Local Microsites - 1 Per Location
Build a static page for every physical location
• Local on-page optimization at scale
• A 1-to-1 relationship between local profiles and web
pages
“SEO Advice: Make a web page for each store
location.” - Matt Cutts
“Make a web page for each store that lists the store’s
address, phone number, business hours, etc....and make
an HTML sitemap to point to those pages with regular
HTML links, not a search form or POST requests.”
11. The Mechanics of Local Pages
Optimized URL
Dynamically optimized
page elements
Leads system
Keyword-rich
Social Network
navigation
integration
Keyword-rich
contents
Store-specific
Information
Optimized Keywords
12. Local Pages User Growth
Local Page Users
Hosted Locator Users
All Locator Users
13. Brand Signals - Avoid Panda & Thin Content Problems
Sub Domains, Hosted Domains Brand Logo, Styling, Menus
Brand Sub Domains
(local.yourbrand.com)
Hosted Domains
(local.where2getit.com)
Local Search For National Brands
Integrate With Social Networks Back-and-Forth Linking
Local Local Corporate
Pages Pages Pages
14. Local Facebook Integration
Facebook
Corporate
Local Page Location Specific
Website
Page
Facebook referrals account for more than 15% of traffic
15. The Rise of Mobile
Q4 2011 - Restaurant Industry - Mobile is 27.47% of Traffic
Q4 2011 - Retail Industry - Mobile is 26.41% of Traffic
16. Search Visits by Mobile Device
More Mobile Stats
• Restaurant client grew mobile from 23% in Jan 2011, to 30% in Jan 2012
• Mobile spikes on holidays - Retail client saw 41% mobile on Xmas 2011
• Massive iPad Growth - the definite 3rd platform, after iPhone/Android
17. Claiming
Google Analytics Campaign
tracking parameters
Shopping
Center Link
Menu Link
(c:Menu:URL)
1. Manual - Drag a pin
(location’s name cell)
Split Hours 2. Bulk Upload – lat and
(Bulk Upload) long columns
19. Syndication
CDP
Local Directories
CDP
Location
Data
CDP
CDP
*CDO = Core Data Provider
20. Local Conversions and Analytics
Reduce Friction Points Events & Conversions – Client A & B
Search Visits – 1,548,752
Map
Search Events – 248 572
Directions
Search Engagement Rate – 16%
Business Hours
Phone Numbers Referral Visits – 291,848
Referral Events – 33,144
As Much local Information As Possible! Referral Engagement Rate – 11%
Measure Engagement
Interaction With Map
Print Out
“Like” a coupon
Your Business “Check-in”
Send Local Info to Email/SMS
21. Thematic Reporting
Geospatial data tools W2GI has
developed to enable analysis and
optimization across various products
and services
• Local Page traffic
• Call Tracking data
• AdWords CTR
• Mobile traffic concentration
22. Analytics Data
By State By City
Lead Value by Channel
Lead Activity Lead Value by Channel
