OPTIMIZING L CAL

using consumer-facing information to supplement organic SEO optimization

milestone internet marketing® - 2013

WHAT IS LOCAL?

Definition: lo·cal (lōkəl)

1. the details and information that appears for an individual business listing, tied to a specific geo-location

2. business data integrated into search engine results, maps, apps, and other consumer products and devices.

N . A . P

locationNAME

G P S

likesfax #

pic

Profile

+1

FOLLOWERS

URL

address

phone

CATEGORY

title tag

OU

TLETS

cover

f low

login

check-inG+email

c i r c l e s

What is Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

What is Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

Used for Mobile Search + Hyper-

Local AppsEnsure Correct Business Info is Shared Online

Effect on Organic Search Engine

Results Ranking

Accurate GPS Location Data

What is Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

SEARCHOPTIMIZATION

STRATEGY

LOCAL+ REVIEWS

What is Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

LOCAL+ REVIEWS

SEARCHOPTIMIZATION

STRATEGY

What is Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

IN SEARCH RESULTS

Beyond its organic impact, Local listings within search engine results are critical due to their display “real estate” on the search results page.

Where is Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

Paid Search

Organic (with rich snippets)

Local

Related/On-Site Outlets and/or Blogs

User-Generated Content Sites

Social Media

Channels

Paid Search

Organic

Local

Related/On-Site Outlets

and/or Blogs

User-Generated Content Sites

Social Media Channels

Paid Search

Organic

Related/On-Site Outlets and/or Blogs

User-Generated Content Sites

Social Media Channels

Local

IMPACT ON SEARCH

Organic results have been more and more fragmented, with the variety of search products offered

2/3 of searches have a local intent, highlighting the importance of relevant, localized results

Why Go Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

6. Quantity and quality of user reviews

Ranking factors for local results varies from channel to channel, but of the typical top 10 factors, Milestone can impact 8 of those factors

1. Physical geo-location of business

2. User location at time of search query

3. Accurate categories selected within listing

4. Quantity of local, authoritative citations

5. Ownership verification and activity on listing

Why Go Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

Besides the benefits of having accurate business and location information, having optimized local listings can help supplement organic website optimization –taking a business from low in the results, to the top of page 1.

Why Go Local?

M I L E S T O N E I N T E R N E T M A R K E T I N G

Why Go Local?

Google results ranking from March, 2012

Why Go Local?

Google results ranking from March, 2013

DATA FEEDS

Beyond the consumer-facing local listings, Milestone utilizes a select group of data feeds to provide authoritative data for those listings to reference.

Using Data Feeds

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Using Data Feeds

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Beyond data feeds, many other quasi-local websites influence the data found on the primary set of local listings.

Local ‘Influencers’

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Local ‘Influencers’

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LOCAL CHANNELS

Local Listings

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Local Listings

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Local Listings

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Local listings have the power to influence potential customers through reviews, images, offers, social posts, and most importantly –accurate business information!

Local Listings

M I L E S T O N E I N T E R N E T M A R K E T I N G

Accurate Name, Address, Phone Number

Correct URL, verified and linked to website

Optimized Content for Descriptions & Posts

Proper Categories selected for Business

Profile, Cover and Business images

Manager access to listing (where available)

Accurate geo-location of map marker

Key Elements of Local

M I L E S T O N E I N T E R N E T M A R K E T I N G

Google

M I L E S T O N E I N T E R N E T M A R K E T I N G

Google is the most popular search engine, with more than two-thirds of the desktop market and nearly 90% of all mobile search queries

Correct UNAP and contact information

Optimized Images for profile, cover and of property

Accurate map marker location

Correct Categories

Merged and verified

Optimized content

ZAGAT generated score

Get Custom URL: +HyattEscalaLodge

User Reviews of Business

Google+ Local has become more and more integrated with other, internal Google products as the platform matures into a “hub” for Google

Google

M I L E S T O N E I N T E R N E T M A R K E T I N G

Having optimized outlets increases organic traffic from local, and ensures user-generated content is directed to the correct business listing…

Google

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Google Photos for Business™, is also know as Google Inside View

Prices will vary slightly by region, but because of relationships with photographers, Milestone will be able to offer discounted prices to Local clients

Google

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Google

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Google Inside Maps is built-in to the Maps program, and allow customers to explore exact locations of outlets, shops, restrooms, etc.

Google will integrate these Inside Maps with their Google+ system, and allow user to locally socialize within businesses, parks, malls and other spaces.

Google

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Google

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Bing

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Bing is the default search engine for all of Windows products (mobile and desktop), and is heavily tied-in with Facebook’s billion-plus users

Additionally, Bing distributes its information to sources like TripAdvisor, Facebook, and Garmin GPS units

Bing

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Facebook and Bing’s search partnership has become even more important, with the launch of Facebook Graph Search, highlighting social impact on search results

Bing + Facebook

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As Facebook expands more and more into local business listing and local business reviews, expect it to play a larger and larger impact on organic search influence

Bing + Facebook

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MAPS

Yahoo!

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Yahoo! has recently increased the number of third-party partnerships to better compete, and has an active user-base of over 300 million for its various products

Nokia

M I L E S T O N E I N T E R N E T M A R K E T I N G

Nokia has had a mapping program for mobile devices and GPS for well over a decade, and with their app now a top location and local app on Windows phone.

After a poorly-received debut by Apple Maps, Nokia Maps gained a share of iOS market

Nokia also has a well-respected mapping program used by many other companies – such as Bing Maps and even auto companies like Toyota.

Nokia

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Foursquare

M I L E S T O N E I N T E R N E T M A R K E T I N G

Foursquare has developed from a mobile-only social media app, into a full-fledge local information and user review channel.

Yelp

M I L E S T O N E I N T E R N E T M A R K E T I N G

The most popular mobile review app also provide business data and reviews to other local listings, such as Apple’s iOS Maps and Bing Local

Yelp business listings are further enhanced with business specialties, responses to user reviews, business photos, and trackable check-in offers.

Yelp

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Apple

M I L E S T O N E I N T E R N E T M A R K E T I N G

In 2012, iPhone and iPad users spent 30% in hospitality than other consumers, and with its new default map app, Apple is expanding into Local

Apple Maps does not yet have a listing management system, and instead relies on other data sources

Apple

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Mapquest

M I L E S T O N E I N T E R N E T M A R K E T I N G

Once a mapping-only program, Mapquest has recently branched out in the “local listing market” with has a user-facing local product that can compete head-to-head with the most popular mobile apps

TripAdvisor

M I L E S T O N E I N T E R N E T M A R K E T I N G

TripAdvisor is a strong source of authoritative information for hotels, and their outlets – and can be a good source of highly-interested traffic (with an “business listing”)

LOCAL MANAGEMENT

In order to control the information, and any available social options and offers, businesses have the ability to access all of their local listings

Managing Local

M I L E S T O N E I N T E R N E T M A R K E T I N G

In order to allow clients to directly communicate to users – both through social media posts and from responding to reviews – Milestone will create management access credentials, per the clients request.

Growing the number of ‘followers’, ‘likes,’ user reviews, ‘+1s’ and check-ins, will all positively impact organic traffic.

Social Signals

M I L E S T O N E I N T E R N E T M A R K E T I N G

For most posts, you’ll want to highlight any of the following items:– Major Events near the property (i.e. Sports, Community,

Conferences, etc)

– Events happening on-property (especially for Resort properties)

– Updates and Events related to major Holidays

– Specials and Promotions being offered by the business

– Interesting facts, pictures or videos related to the business or region

Besides an engaging topic, make sure to have a link somewhere in the post to bring people to the conversion point

Social Signals

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Sign-in to Google, using the designated group login…

Posting on Google+

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this information pertains only to Google+

Copy and paste the G+ page URL from the “PIN” sheet into the address bar…

Posting on Google+

M I L E S T O N E I N T E R N E T M A R K E T I N G

this information pertains only to Google+

Go to the ‘Posts’ tab and click on the ‘share what’s new…’ box (shown below)…

Posting on Google+

M I L E S T O N E I N T E R N E T M A R K E T I N G

this information pertains only to Google+

Determine your post content and post type…

Posting on Google+

M I L E S T O N E I N T E R N E T M A R K E T I N G

this information pertains only to Google+

Add an Image Link a Video Host an Event Link to a URL

Include an image from your albums, or

upload a new file

Upload or link to a video on YouTube

Create an event at the business, and

send invites

Add a link to another website in

your post

Enter your post content here, and

add any multimedia below…

Posting on Google+

M I L E S T O N E I N T E R N E T M A R K E T I N G

this information pertains only to Google+

Congratulations! Your post is now live on Google+

Posting on Google+

M I L E S T O N E I N T E R N E T M A R K E T I N G

this information pertains only to Google+

USER CONVERSION

Content created by users –whether its social posts, business reviews or blog articles – impact organic ranking.

Local listings are now integrated with user content channels –both social and review opportunities

User-Generated Content

M I L E S T O N E I N T E R N E T M A R K E T I N G

Ratings and review heavily impact both organic ranking, and consumer conversion rates…

User-Generated Content

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Mobile search represents the largest area of growth in the search engine industry – with well over 12 billion local search queries in 2012

CITED: http://searchengineland.com/analyst-mobile-to-overtake-pc-for-local-search-by-2015-119148

Mobile + Local

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CITED: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/d

Mobile + Local

M I L E S T O N E I N T E R N E T M A R K E T I N G

CITED: http://www.howtogomo.com/en/d/why-go-mo/#mobile-best-practices

Mobile + Local

M I L E S T O N E I N T E R N E T M A R K E T I N G

CITED: http://www.business2community.com/sales-management/5-top-of-funnel-fixes-for-lead-degeneration-0407353

Mobile + Local

M I L E S T O N E I N T E R N E T M A R K E T I N G

http://www.comscore.com/Insights/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior

CITED: http://searchengineland.com/4-mobile-search-trends-tackled-at-smx-west-2013-151657

Mobile + Local

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Mobile + Local

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Mobile + Local

M I L E S T O N E I N T E R N E T M A R K E T I N G

When potential customers search

hotel near sfo

When potential customers search

will they find you?

Mobile + Local

M I L E S T O N E I N T E R N E T M A R K E T I N G

With the ever increasing amount of search volume coming from mobile devices, especially with search queries with local intent, having accurate local listings is no longer a choice.

Local ‘Influencers’

M I L E S T O N E I N T E R N E T M A R K E T I N G

TROUBLESHOOTING

Otherwise known as URL, Name, Address and Phone Number; having correct UNAP across the web is a crucial ingredient for search optimization efforts

Common Issues

M I L E S T O N E I N T E R N E T M A R K E T I N G

Having inaccurate UNAP on any one local listing or local ‘influencers’ can result in a compounding “snowball effect” as bad data is shared across the web…

Common Issues

M I L E S T O N E I N T E R N E T M A R K E T I N G

Common Issues

M I L E S T O N E I N T E R N E T M A R K E T I N G

Beyond initial and on-going optimization of listings, Milestone reviews local listings to ensure continuous accuracy

Milestone uses advanced industry resources to troubleshoot any and all issues that are encountered

Troubleshooting

M I L E S T O N E I N T E R N E T M A R K E T I N G

Internal Analytics Analysis and Edits

“On-Page” User Edits to Listing

Use Map Editors, per each Platform

Escalation + Advanced Support Forms

Communication with Product Managers

Troubleshooting

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Milestone Account Managers and Local Team members have advanced resources at their disposal, to efficiently resolve issues if and when they may arise.

Troubleshooting

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With a close relationship with Google product managers, Milestone uses current best practices and troubleshooting tactics.

Google Support

M I L E S T O N E I N T E R N E T M A R K E T I N G

Milestone also utilizes Google+ Local support in major metro areas…

Google Support

COMPARE + CONTRAST

Local Services

M I L E S T O N E I N T E R N E T M A R K E T I N G

•Large volume of channels•Proprietary listings•Variety of feed types•Features such as menus & event options

Local Services

Local Services

•Useless “junk” listings•No duplicate removal•Added Fees for support•Limited customer service•Risk of creating duplicates•No access to some listings•Can’t respond to reviews

•Large volume of channels•Proprietary listings•Variety of feed types•Features such as menus & event options

Local Services

Local Services

•Verified business UNAP•Mix of local channels•Efficient “feed” setup•Useful add-ons like floor plans, offers and social media

Local Services

•Listing manager access+

•Post social content +

•No “junk/fluff” listings•Respond to your reviews +

•Adhere to SEO best practices

•Track impact of local*

+ = for channels with social

* = when analytics available

•Verified business UNAP•Mix of local channels•Efficient “feed” setup•Useful add-ons like floor plans, offers and social media

•Advanced troubleshooting

Local Services

Local Services

Milestone’s Local Business services provide a superior way to identify, troubleshoot, verify andinteract with consumers through local search optimization, not with adding “fluff” listings.

Local Services

Milestone Local vs. Yext is a lot like comparing Apples to Oranges…

Local Services

LOCAL OPTIMIZATION

Submission into Data Feeds

Verification and Optimization of Listings

Supplemental Data Feeds and Secondary listings

Advanced features within Local listings

Troubleshooting of listings, if necessary

Local Optimization

Optimization of Additional Business outlets on Google+ Local

Mapquest Local listing

Google ‘Inside View’ and Floor Plan Optimization within Google Maps

TripAdvisor ‘Enhanced’ business listing

Ad-Hoc Local Troubleshooting

Local Optimization