Common Local Search Pitfalls (and how to avoid them)
As local, mobile and social converge - online search is proving to be a driving force behind consumer purchase decisions. Hear from 15miles proprietary research study on consumer behavior and learn what the common pitfalls of local search are and how to avoid them.
* Monica Ho, SVP, Marketing & Creative, 15miles
7. 30 percent of all queries have some sort of local intent2
8. 80 percent of consumers expect businesses in their search result to be within 15 miles of their location1Source: 1 TMPDM/comScore Local Search Usage Study 2008/2009 2Piper Jaffray 2008 research paper
13. Goal of Local Online Business Search Read Ratings and Reviews 3% Other 2% Get hours of operation 6% Research Products 12% Find a business with product/service needed 26% Driving Directions 9% Address/Location 21% Phone Number 21% Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
16. 11% contacted onlineAddress/Location 21% Phone Number 21% Source: TMPDM/comScore Local Search Usage Study 2009Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
17. 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
22. Holistic Strategy Consumers Use Multiple Sources 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%.
25. Social Media & MobileSource: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
33. EtcSource: TMPDM/comScore Local Search Usage Study, 2009 Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.
34. 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
39. Locally relevant messages facing business searchersHome Remodeling Chicago Expert remodeling services. Call for a quote– 773.756.5860. Handyman.net Chicago, IL
40. Simplifying The Search Experience Simple one click to complete local listings Must visit corporate website, then find where to search for a local listing (didn’t you just do that??)
41. 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
42. Importance of User Reviews Are you listening? Importance Of Consumer Ratings and Reviews (top 2 box rating on 5 point scale) Usage of Consumer Ratings and Reviews 27% Used to make purchasing decision 73% Source: TMPDM/comScore Local Search Usage Study 2009
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Editor's Notes
Bing Maps / Local data only available from June ‘09 forward.
Effective local search programs can be complicated. It’s more than simply appearing near the top of search results…
Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
Geo-specific modifiers on keywordsCities, zip codes, airport codes, regional diction (i.e: “the loop” (chicago)) etc.IP Targeting by Campaign (doesn’t necessarily correspond to physical addresses)Exact match targeting on local/long-tail keywords (not broad match)Locally relevant messages facing business searchersFollowers, fans and subscribers having local relevance
Local Search should = Local Results
While most local business searchers consider consumer ratings and reviews to be important, just over one-quarter actually used consumer reviews during their visit.Importance of ratings and reviews has stayed the same YoY; however, these are more important to users of general & local search sites compared to those using IYP sites.
By actively monitoring user reviews, this hotel manager was able to communicate with this customer (and future potential customers) about the experience. - Rather than responding with a professional, caring tone, this Chiropractor has opened up further negative reviews. Understanding that reviews are part of today’s business world is vital – and even more vital is how you respond.
CPC and Conversion avg’s just for example purposes