WSI Preliminary ResearchLocal Business Search

Presented to:

Keyword Analysis Competitive EvaluationClient Assessment

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Google last year

Map Listings

Paid Listings

Organic Listings

3

Google now in battle for local

1234

Surpasses Google in ‘time spent’ on site domestically

US market share grew to 28%

Grown to 41 million users per month

Rejects Google's $6 Billion offer

SMB

New search featuresNew local propertiesNew local search results – PlacesNew mobile search & apps

U.S. Local Online Ad Spend$15

Billionin 2010

Growing to $37

billion in 2014

Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider

Multiple strategies to grow its share of local consumers

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Strategy 1: new search features

Google Preview

Google Realtime

So consumers start on Google for local searches

Google Instant

Google Shopping

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Strategy 2: new local propertiesSo consumers stay on Google for local information

for DIRECTORIES / REVIEWS Instead of

& more…

Google wants to be a destination instead of sending consumers to other sites

for Social Instead of & more…

for DEALS Instead of

& more…

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Strategy 3: new local search resultsSo consumers rely on Google for local search info

PageRank™ algorithm updated to better help consumers find a local business

Now predicts a local query and displays all local business listings

Reviews provide indicator of quality

Map now top right and stays there – map pin now same as organic rank

Much more info on each listing

Paid ads

Place page link to Google’s detailed profile of the business

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Strategy 3: new local search results (cont’d)

So consumers rely on Google for local search info

Reviews from across the web

Location on the map

Picture from Place page

Total reviews and link to Place page

Easy 1-click preview of website

More detailed listings helps consumers choose a local business

Address & phone number

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Strategy 3: new local search results (cont’d)

Place page helps consumer learn more about a local business

Why? How?

While a business can claim their Place page, they don’t own it. Google aggregates their bus. info, content & reviews from across the Web and…

• Displays much of the content on the Place page

• Uses the content, including several new factors, to determine rank in local searches

9How soon until it impacts Quality Score for AdWords?

SOCIAL AUTHORITYREPUTATIONCONTENT & LINKS

Strategy 3: new local search results (cont’d)

+

Inbound Links

+

Social Pages

+Fans &

Followers

Prominent Organic Rank

Site & BlogGoogle

Place Page Reviews

+

=

Changes to PageRank algorithm to improve quality of local listings

Social Bookmarks

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Strategy 4: new mobile search & appsSo consumers rely on Google when they are out & about

Mobile search

Place page with HotPot

Places search Sources: comScore, AllThingsDigital, Internet2Go

61 million smart phone subscribers & growing quickly

Mobile now over 10% of all Google searches – up 4X in 2010

33% of mobile users searching for stores, reviews and coupons

Google Places & HotPot make it• easier to search• easier to check reviews• easier to write reviews

Mobile algorithm and apps to help consumers find a local business

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What’s the impact to local business?

Google

Impact

Newsearch features

Newlocalproperties

Newlocalsearch

Newmobileapps

• Google still the top search engine for local consumers• How a site looks in Google Preview can impact click-throughs

• Place page will get more traffic and drive calls/visits • Conversion to lead/call is impacted by reviews on Place page/HotPot

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4

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• Opportunity for more leads from mobile searchers• Mobile outperforming online in many aspects of effectiveness• More consumers reading and writing reviews while near/at the business

• Updated PageRank algorithm means search results now feature more local listings than directories

• Clicks/traffic impacted by richness and quality of new content on the listing

• Getting top organic rank is more complex than ever - now impacted by reputation, social authority and freshness of content

Easier for Consumers – Harder for Businesses

Sources: InsightExpress, Performics

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What to do about it?Strategy

Tactics

PaidSearch

MobileSearch

• Buy search ads on a wide range of keywords – it’s the fastest way to get in front of local consumers (also mobile ads with click-to-call)

• You control the cost/volume of traffic and only pay for performance

• Have a mobile-enabled site • Optimize it for mobile search (GPS data, local phone #, etc.)• Ask happy customers to give you reviews while they’re at your business

• Claim and update your Place page • Invest in content marketing – posting quality content on many places

across the Web powers search discovery• Implement social media marketing to build a strong group of fans and

followers which can influence your search rank• Build a positive reputation by getting reviews on your Place page,

HotPot & other popular review sites (Yelp, CitySearch, etc.)

OrganicSearch

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In summary…

Google is focused on winning local - their changes make it more complex than ever for SMBs

TakeawaysKEY

This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO)

Paid search ads are still the fastest way to drive quality traffic/leads, but you also need…

A fresh stream of quality content including reviews and social media marketing to improve organic rank

Strategy for maximum discovery combines paid search, mobile search and organic search

Our Introductory ProgramTailored to the xxxx industry and further tailored to target your

geographic service areas.• DRIVE TRAFFIC - Increases traffic to your site and/or your business from

dozens of new sources, also building your SEO scores with quality backlinks.

• BUILD BUSINESS/BRAND VISIBILITY ONLINE - Gets you listed in over 100 of the most highly trafficked local and national directories in a way that maximizes your search visibility and click through rates. All the directories we use are “free”.

• REPUTATION/REVIEW MONITORING - Monitors and manages your online reviews and reputation score through our “Radar” product.

• MOBILE PRESENCE - Gives you an instant mobile friendly directory presence on major search engines.

• CLAIM YOUR NAME - Claims your business name and brand on all major online promotion portals so no one else can steal it.

• NO WEBSITE REQUIRED - Effective local promotion even if you have no website, and bonus benefit of SEO if you do.

Features.• The Setup Process - Business Data Definition and Promotional

Media optimization and placement.– Define all your business information accurately and consistently. Perform

keyword analysis and develop multiple optimized business descriptions. Define and optimize promotional media to be used in syndication activities.

– Work with business to complete phone and mail validation procedures required by the major search engines and review sites.

– Claim and optimize profiles on primary local business directories (Google Places, Yahoo Local, Bing Local, Ask/Citysearch)

– Creation of Mobile business directory listing.– Creation of a QR code for Mobile visibility of your business listing that you can

use on your marketing. – Claim and optimize profiles on secondary local business directories (Yelp,

foodservice, wholesale distributors, Info USA, Super Pages, Yellow Pages, etc.) adding ~10 - 15 new per month.

– Ongoing management of data as new directory features are introduced, creation of profiles on new local business directories as they appear, and propagation of changes in business data (if you move, change phone numbers, etc…)

Local Search Program Features (continued)

• Online Reputation Management and brand/business name claiming.– Review online reputation with you and define problem area’s – Development of Online Reputation Management strategy and

initial campaign set up– Set up profiles on new and upcoming “social” networks

(Facebook, Twitter, YouTube, google plus, etc.)– Claim and optimize profiles on local business directories (Insider

Pages, Kudzu, Merchant Circle, Yelp, etc.)– Set up Online Reputation Management platform (“Reputation

Radar”) for you and monitor the 5 major review sites.– Monthly report on review activity and trouble spots. Work with

you to develop a strategy for dealing with a bad review.

Monthly activities include• Addition of the business into 10 – 15 new online

directories each month including industry and local.• Reporting on New Directories added/optimized each

month and traffic estimates where possible. • Reporting on Facebook and Twitter follower growth and

recommendations• Syndication of 1 press release per month, user provided.• Monitoring and reporting on reviews and assistance with

building positive momentum on sites that need it.• Optimization and submittal of one you tube video each

month (user provided)

Pricing• All Setup activities. $Call 973-257-1746

• Monthly directory submittals, data maintenance, article syndication and reputation monitoring/consulting. Monthly reports on progress and new reviews.

» $Call 973-257-1746