ClickZ Live New York Rio SEO Presentation

Automating Local SEO at Scale

© Copyright 2015 Rio SEO | All Rights Reserved

The Evolution of Local Search & SEO

• Localized search results• Mobile applications • Local social networks

• Navigation & GPS devices• Beacon technology• The Internet of Things


Common Hurdles When Tackling Local

• Marketing resources• IT controls website• No way of managing data

• Local SEO knowledge• ROI measurement • It’s just too complicated


Where Do Multi-Location Businesses Start?

• Assess your local opportunity• Create a local search plan• Utilize a content management system

• Claim your local listings• Develop Local landing pages


Don’t Forget Mobile Users

• Mobile optimized landing pages• Mobile-friendly tags in Google search

• 94% of smartphone users look for location information• 51% later visited a store• 48% called a store• 29% made a purchase in a store and did so quickly

SOURCE: Google, The Mobile Playbook (February 2015)

Driving Your Message With Local Content

• Localized marketing copy• Neighborhood information• Local promotions and coupons

• Rich media i.e. YouTube• Social signals and sharing• Conversion forms & phone numbers


Distribute Your Data Everywhere

• Claim your listings on search engines• Validate business information accuracy• Submit to data aggregators (and beyond!):

• Neustar• InfoGroup• Acxiom• Factual• Apple Maps• Yelp!


How Do You Measure Success?

• Traffic to landing pages• User activity at local level• From fills and conversions

• Local ranking• Listing accuracy (NAP) • Reviews and ratings


Goal: Stay On Top Of Technology

• Local social management• Beacon technology• Cross-channel data

• Geo-targeted marketing • Real-time inventory• Interactive elements


Defining Your Plan of Attack

• What is the opportunity?• Controlled user experience• More traffic and conversions• Brand awareness

• Define your strategy• Use technology to scale your processes• Don’t “set it and forget it”



Evaluating A Local Search Partner

• Do you own the local data?• Customization of landing pages• Full service vs. self-serve

• Deep SEO knowledge• Reporting tools to measure success• Offer a complete solution

Questions?

#rioseo / RioSEO.com