Tools & Strategies to Create an Airtight Local Search Campaign

Local Search Strategy

Search Exchange 2010

@DavidKyle

History of Local Search

Yellow Pages are still good for something…

Local Search Campaigns are all about…

BLOWING UP THE PHONE!Photo courtesy of Gizmodo.com

You can expect calls even if you have a Shopping Cart!

A phone call can raise trust level quickly.Photo courtesy of Jayco LLC

CALL TRACKING!

I use and recommend: • Call Recording• Proxy & Javascript

rewrites• Flexible Programming• Call Input• Detailed Reports• Postback URL works

with GA and Omniture• EXCELLENT

Customer Service!

Call Recording

• Displays Caller ID, time stamp, and campaign information.

• Download in MP3 format• Saved for a year

*** HIPAA and other professional association liability is passed to you!

Proxy & Javascript Rewrites

• Based on rules set by referrer and/or search query

• Javascript number rewrite is the easiest to setup and use.

• Phone number is rewritten on the fly based on set rules.

Flexible Programming

• Time of day

• # of phones called

Call Input

• Preset Tags• Rating 1-10 Scale• Who took the call?• Assign a Revenue Value• Additional Notes

Detailed Reports

More Detailed Reports

Tracking numbers can cause a negative effect on ranking in Google Maps.

You should use a consistent number for business listings on sites like Yelp, BOTW, etc.

The State of Google Maps

CHAOS!!!

For many verticalsMap Listings are the new #1

Ranking Factors

Read David Mihm’s Report

http://www.davidmihm.com/local-search-ranking-factors.shtml

Last updated May 2009

Number of Reviews Devalued

Powerful Factor Nobody Talks About

The Future of Maps Ranking

Focus on getting quality signals that confirm the phone number and address of your business.

I believe location based Social Media will be a big part of that.

i.e. Foursquare, Gowalla

Using Adwords Ad Extensions

• Location Extensions

• Phone Extensions

Location Extension

Phone Extension

Photo courtesy of RetailMarketingBlog.com

Recommended Follow/Blogs

• Mike Blumenthal @mblumenthal http://www.blumenthals.com/blog

• Mike Ramsey @niftymarketinghttp://niftymarketing.com

• Matt McGee @mattmcgeehttp://www.smallbusinesssem.com

THANKS!