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David Kyle
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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!