Embed Size (px)
Citation preview
Personalized Local Content:
Frightful or Insightful?Tuesday, October 25, 2016 1:00 EDT (10:00 PT)
Speakers:Mary Bowling, Co-founder, Ignitor Digital
Brandon Fleming, SEO/SEM Marketing Manager, Protection 1/ADTCynthia Sener, VP, Operations and Product, Rio SEO
✓Turn off pop-up blockers✓Technical difficulties?
❖Click on “Help?” link ❖Use Q+A box
✓Submitting questions to speaker❖Q+A session at end of webcast❖Use “Ask a Question” box to submit questions❖Send questions at any time❖#DMDwc #RioSEOWebinar @rio_seo
Viewing Tips
Today’s Presenters
Cynthia SenerVP, Operations and ProductRio SEO
Mary BowlingCo-founderIgnitor Digital
Brandon FlemingSEO/SEM Marketing ManageriProtection/ADT
Basis of Search
Do what’s best for the searcher and they’ll keep using your search engine.
Evolution of Local
Modeling the real world
Modeling the real world
Evolution of Local
Modeling the real world
Evolution of Local
Localization
The aim of localization is to give a product the look and feel of having been created specifically for a target market, no matter their language, culture, or location.
@MaryBowling
https://www.gala-global.org/language-industry/intro-language-industry/what-localization
““
For Searchers
@MaryBowling
Get facts: Phone Address Areas Served Directions Map location Proximity
For Searchers
@MaryBowling
Get opinions: Rating Stars Reviews Critics Reviews
For Searchers
Street View Inside Services/Products
@MaryBowling
“See” the biz:
@MaryBowling
“Get” the experience
For Searchers
@MaryBowling
Check trustworthiness:
ExperienceLicensesEducation/TrainingCommunity karmaGuarantees/WarrantiesProfessional accreditations
For Searchers
Save money: SalesDiscountsCouponsPromo codesAlertsDaily dealsLoyalty programs
@MaryBowling
For Searchers
@MaryBowling
“Meet” the people
For Searchers
For Searchers
@MaryBowling
Local is Personal
For Search Engines
@MaryBowling
Your Money or Your Life
“We have very high Page Quality rating standards for YMYL pages because low quality YMYL pages could potentially negatively impact users’ happiness, health, or financial stability.” Google Search Quality Evaluator Guidelines
@MaryBowling
Your Money or Your Life
“We have very high Page Quality rating standards for YMYL pages because low quality YMYL pages could potentially negatively impact users’ happiness, health, or wealth.” - Google
For Search Engines
@MaryBowling
ExpertiseAuthorityTrustworthiness
For Search Engines
@MaryBowling
“However, we do expect websites of large companies and organizations to put a great deal of effort into creating a good user experience on their website, including having helpful Supplementary Content.” - Google
Enterprise Expectations
For Search Engines
Enterprise AdvantagesPowerful websitesGood linksTeams of developersDedicated marketersBigger budgets
@MaryBowling
For Search Engines
@MaryBowling
Store Locators
For Search Engines
@MaryBowling
Store Locators Need: Visibility on all pages Page authority to push to local pages Easy to use Logical, hierarchal structure Plenty of internal text links XML sitemaps Optimized pages Schema mark up
For Search Engines
Store Locators
@MaryBowling
For Search Engines
For Search Engines
@MaryBowling
Neighborhood Neighborhood Neighborhood
Store Locators
@MaryBowling
Neighborhood Neighborhood Neighborhood
Super Crawlable Structure
For Search Engines
For Brand Locations
@MaryBowling
Better local and organic rankings from brand website More new leads/new customers from corporateDon’t have to maintain their own websiteTechnical expertise not needed
Location Benefits
For Your Brand
@MaryBowling
Of brand messaging, look, feelCan rank well for many locationsCan take credit for many local leadsCan prevent local operators from getting competing websites/marketing
Better Control:
@MaryBowling
Do More Cool Things
For Your Brand
Personalization Now
@MaryBowling
Question slide
Transition to Brandon’s slides
Goals of Personalization
Reduce Friction.
Remain Relevant.
Drive Growth.
National Brand Challenges
Being a National Brand, it can be challenging to manage and maintain a hyper-local experience across thousands of instances, but it’s not impossible.
National Brand Challenges
Consumers may assume national brands are:
• Out of reach• Irrelevant• Too centralized• Too big• Don’t support the local economy
National Brand Challenges
The truth is that we:• are Reachable• are Relevant• are Locally based and supported• are Stable due to our size• do Support the local economy
National Brand Challenges
How most consumers view National Brands
National Brand Challenges
How localization of content changes the way consumers see our brand
Personalizing at Scale is Possible
“56% of consumers say Amazon demonstrates an understanding of individual preferences and needs on a regular basis”
Examples of Digital Personalization
• Remember Me (logins)• Locations Nearby• Product Recommendations• Personalized Customer Service Content• Relevant Advertising• Social Media Content That Matters
How we Personalize Content and Feel Local
• Local Locations• Maps• Directions• Inventory• Pricing
• Local Reviews• Local Phone vs. Toll-Free Number• Local Content Relevant to your Business
• Crime Data• Safety Statistics
Beyond SEO and Digital
• Leverage local content and data to help your team win!
• Sales reps can share the data from your local content to reinforce the value they are offering when “at the door” making their pitch to a prospect.
• Retention teams can use the data to stay relevant when speaking to customers in your local markets.
Social and Paid Media• Social media is a great place to
amplify your local content.
• Many advertising platforms allow you to geographically target users—or in the case of search engines, you can target by geo-modified terms(search phrases that include the city name). Why not share your local content with them?
• Include local content and data in any of your localized paid media landing pages. Even a small amount of localized content adds value.
Question slide
Transition to Cynthia’s slides
Why Personalize?
Consumers are more connected than ever
Search has Gone Mobile
If you’re not mobileGoogle says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.
Local Intent88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours.
Willingness to share location62% of adults under 34 are willing to share their location get more relevant content
The Ultimate Personalization is Localization
Engage at the Local Level!
Local Landing Pages for Each Store
• Enables you to quickly and easily publish highly relevant pages for each location
• Ensures rankings that get your locations found in search
• Creates interactions that convert searches to customers
Incorporate Local Specific Content
Landmarks, Services, Events, Products
• Showcase local attractions and nearby information for travelers on local pages
• Highlight additional services that your company offers
• Incorporate hyper-local events and social media to engage visitors
• Add in-store inventory and products to drive conversions
Unleash the Power of Local
Optimized store locator drove 42% lift in search volume across 1,470 local pet specialty retail locations
Utilize User Generated Content
• Engage local consumers at the local level with User Reviews, Comments & Review integration
• Easily integrate dynamic content like product feeds or reviews
• Use on-page elements to control what your customers are interacting with
• Increase user interaction at the local level
