Will Scott, SMX East: Why Online Marketers are Rethinking Yelp

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Will Scott is the CEO of Search Influence, the largest online marketing firm on the Gulf Coast. He gave a presentation on why online marketers are rethinking Yelp. He showed that mobile local searches will surpass desktop searches by 2015. Factors that influence rankings on Siri with Yelp were discussed, such as proximity, ratings, categories and taxonomies. The presentation provided tips for optimizing for these rankings, including leveraging third party data, enriching Yelp descriptions, studying local taxonomies, and focusing keyword research on natural language queries.

Devices & Hardware

Why Online Marketers
are Rethinking Yelp
Will Scott @w2scott
CEO Search Influence
SMX East 2012

@w2scott
© Search Influence, LLC 2012

About Me
Will Scott
• Working Online since 1994
• Promoting Sites since 2001
Search Influence
• 45 Full-Time employees
• > 60 Contract writers
• Largest Online Marketing Firm on Gulf Coast
• Nationally recognized in Local Search & Social
@w2scott
© Search Influence, LLC 2012

US Local Search: Mobile Vs.
Desktop

113.34

Local Searches (B) 85.88

85.88
77.10
69.20 83.96
61.50 63.74
54.90
45.99

30.70
19.70

2011 2012 2013 2014 2015 2016

 In 2015, mobile local search volume will surpass desktop search for the first
time
 By 2016, we expect mobile local search to exceed local desktop search by
27.5 billion queries
http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp
5
© 2012 BIA/Kelsey. All Rights Reserved.

Drilling Down on Secondary
Actions (SAR)

Source: xAD
6
© 2012 BIA/Kelsey. All Rights Reserved.

Used by Permission of GetListed.org @w2scott
More Info on Data:
© Search Influence, LLC 2012
http://www.slideshare.net/MattSiltala/siri-and-yelp-optimization-smx-east-2012-local-university

SO HOW DO YOU RANK?

@w2scott
© Search Influence, LLC 2012

Pizza, Pizza New York

@w2scott
© Search Influence, LLC 2012

DUI Lawyer

@w2scott
© Search Influence, LLC 2012

Dry Cleaner

@w2scott
© Search Influence, LLC 2012

CATEGORIES & TAXONOMIES

@w2scott
© Search Influence, LLC 2012

Teeth Whitening

@w2scott
© Search Influence, LLC 2012

What to Infer?
Siri (w/ Yelp) Rankings are a combination of:
• Proximity
– Neighborhood taxonomies
• Ratings
• Category
– And category taxonomies
– And 3rd party categories
Differences from Yelp Search:
• Yelp is more keyword driven
• Yelp Ads
@w2scott
© Search Influence, LLC 2012

What to Do?
• Leverage categories in 3rd party data
sources, e.g.: Localeze, InfoUSA, Axciom
• Enrich use of keywords in Yelp description
• Study the taxonomies of category and
location where you are
• Do good local SEO
• Do Siri specific keyword research
• Get reviews!
@w2scott
© Search Influence, LLC 2012

Keyword Research for Siri
• Brainstorm
• Think natural language
– Best Italian restaurant
– Good Chiropractor
– (where is, find a, etc.)
• Expand your keyword list with categories
and taxonomies
– Dentist: Periodontist, Cosmetic Dentist,
Pediatric Dentist, etc.
@w2scott
© Search Influence, LLC 2012

Will Scott @w2scott
CEO Search Influence
THANK YOU

@w2scott
© Search Influence, LLC 2012

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Will Scott, SMX East: Why Online Marketers are Rethinking Yelp

1. Why Online Marketers are Rethinking Yelp Will Scott @w2scott CEO Search Influence SMX East 2012 @w2scott © Search Influence, LLC 2012

2. About Me Will Scott • Working Online since 1994 • Promoting Sites since 2001 Search Influence • 45 Full-Time employees • > 60 Contract writers • Largest Online Marketing Firm on Gulf Coast • Nationally recognized in Local Search & Social @w2scott © Search Influence, LLC 2012

5. US Local Search: Mobile Vs. Desktop 113.34 Local Searches (B) 85.88 85.88 77.10 69.20 83.96 61.50 63.74 54.90 45.99 30.70 19.70 2011 2012 2013 2014 2015 2016  In 2015, mobile local search volume will surpass desktop search for the first time  By 2016, we expect mobile local search to exceed local desktop search by 27.5 billion queries http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp 5 © 2012 BIA/Kelsey. All Rights Reserved.

7. Used by Permission of GetListed.org @w2scott More Info on Data: © Search Influence, LLC 2012 http://www.slideshare.net/MattSiltala/siri-and-yelp-optimization-smx-east-2012-local-university

21. What to Infer? Siri (w/ Yelp) Rankings are a combination of: • Proximity – Neighborhood taxonomies • Ratings • Category – And category taxonomies – And 3rd party categories Differences from Yelp Search: • Yelp is more keyword driven • Yelp Ads @w2scott © Search Influence, LLC 2012

22. What to Do? • Leverage categories in 3rd party data sources, e.g.: Localeze, InfoUSA, Axciom • Enrich use of keywords in Yelp description • Study the taxonomies of category and location where you are • Do good local SEO • Do Siri specific keyword research • Get reviews! @w2scott © Search Influence, LLC 2012

23. Keyword Research for Siri • Brainstorm • Think natural language – Best Italian restaurant – Good Chiropractor – (where is, find a, etc.) • Expand your keyword list with categories and taxonomies – Dentist: Periodontist, Cosmetic Dentist, Pediatric Dentist, etc. @w2scott © Search Influence, LLC 2012

24. Used by Permission of GetListed.org @w2scott More Info on Data: © Search Influence, LLC 2012 http://www.slideshare.net/MattSiltala/siri-and-yelp-optimization-smx-east-2012-local-university

Editor's Notes

How I learned to stop worrying and love the bomb.
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