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LOCAL WEBSITES LANDING PAGES RESEARCH SHOWS THAT CONSUMERS ARE LOCAL in every step of the purchase funnel — they search, shop, and purchase locally, making it imperative for national brands to have a strong local presence online. Local Websites are the most effective solution to optimizing and capturing the attention of consumers searching online. We know they deliver better SEO, but how do they differ from campaign landing pages, and why exactly do they perform better? Let’s explore further. Local websites have evolved from their beginnings as extensions of location finders on national dot com sites and as campaign landing pages, but not all companies have evolved with them. In fact, many brands that have landing pages believe they already have local websites, and these brands are missing out on a huge opportunity to capture consumer attention at the local level and drive ROI. Having consumers discover your website is only the first step. Conversion is imperative. Local websites combine both steps, increasing discoverability and conversion at that critical point in the consumer’s purchase journey. The most effective way to drive relevant leads at the local level is to make sure customers can find your product or category online easily. Search engines give preference to localized results, so a brand with local websites will have far greater search results coverage than one that relies on landing pages or a dealer locator. Of the 2 trillion searches performed last year, more and more have local intent. Landing Pages: » Are temporary vehicles built for short-term store traffic » Are targets of other marketing tactics, such as an email link or paid ad » Do not build value over time Local Websites: » Do not require support from paid campaigns » Are permanent customer acquisition and lead generation engines » Incorporate organic search best practices both on-site and off-site » Are conversion oriented Organic search drives almost 2X as many customer acquisitions as Search Engine Marketing campaigns do, and Local Websites are built for organic search. Search-acquired customers are 54% more valuable than average, surpassing SEM, email, and social as tactics. Organic traffic is free. Paid traffic is often too expensive. Take a look at the cost per click for these 10 keywords. Leading national brands, across a multitude of industries, use the Balihoo local marketing platform to activate millions of data-driven local campaigns for over 350,000 local outlets. Balihoo is proud to call many of the top companies in the world our customers, including Aflac, BancVue, Geico, and New Balance. A INFOGRAPHIC HOME | GALLERY | TESTIMONIALS LAST NAME PHONE EMAIL SUBMIT » FIRST NAME CHELSEY SOSA | DISTRIBUTOR & INSTALLATION MANAGER SOLELEMENT (888) 555-5462 THE EASIEST SOLAR PANEL INSTALLATION Sed ut perspiciatis que ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae vitaeunde omnis iste natus error sit voluptatem accusantium er doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae vitae dicta sunt explicabo. SIMPLE TO USE, IN RAIN OR SHINE Sed ut perspiciatis que ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae vitaeunde omnis iste natus error e natus error sit voluptatem accusantium er doloremque laudantium, totam rem aperiam, eaque ipsit voluptatem accusantium er doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo ine natus error sit voluptatem accusantium er doloremque laudantium, totam rem aperiam, eaque ipveda ntore veritatis et quasi architecto beatae vitae dicta sunt explicabo. ECOLOGICALLY SOUND, ENVIRONMENTALLY RESPONSIBLE Sed ut perspiciatis que ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae vitaeunde omnis iste natus error sit voluptatem accusantium er doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae vitae dicta sunt explicabo. CHELSEY SOSA P (888) 555-5462 F (888) 555-5463 C (888) 555-5465 E [email protected] www.solelement.com LOCATION 4916 Randall Drive Suite 300 Princeville, HI 96722 SEE OUR GALLERY » CONTACT US FOR A QUICK, EASY CONSULTATION SOLELEMENT LOCAL WEBSITES LANDING PAGES VS CAN YOU SPOT THE DIFFERENCE? THREE REASONS LOCAL WEBSITES OUTPERFORM LANDING PAGES SO, WHAT ELEMENTS MAKE A LOCAL WEBSITE SUCCESSFUL? LANDING PAGES LOCAL WEBSITES 1 2 3 PLACEHOLDER FOR LOCAL SITES IMAGE Locally Optimized URL: For example, Locally Optimized Title Tag: Local Business Name Your Brand + Keyword | City, ST Prominently Placed Local Phone Number: Customers searching for a local business online show a strong preference for phone response Strong Call-to-Action and Simple Lead Form: Route management system NAP Integrity: business online, which should be consistently referenced across all web mentions (NAP = name, address, phone) Local Content: Unique, local content is helpful in differentiating templated sites from one another Mobile Optimized Pages: Using adaptive design The search pie is getting larger, as is the local piece. But you must EARN your piece of the search pie, you cannot buy it with paid programs driving to landing pages. AVERAGE http://local.yourbrand.com/City-ST/localbusinessname On mobile, it jumps to 50%. 30% of all desktop search has local intent. (Google) (McKinsey) (statisticbrain.com) (poweredbysearch.com) 54% SEM CAMPAIGNS ORGANIC SEARCH DISPLAY & SOCIAL EMAIL SEM ORGANIC CUSTOMER ACQUISITIONS 37% 12% 1% 1. INSURANCE - $54.91 2. LOANS - $44.28 3. MORTGAGE - $47.12 4. ATTORNEY - $36.06 5. CREDIT - $42.51 6. LAWYER - $42.51 7. DONATE - $42.71 8. DEGREE - $42.02 9. HOSTING - $31.91 10. CLAIM - $45.51 CONTACT BALIHOO TO LEARN MORE ABOUT OUR BEST-IN-CLASS LOCAL WEBSITES SOLUTION

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RESEARCH SHOWS THAT CONSUMERS ARE LOCAL in every step of the purchase funnel — they search, shop, and purchase locally, making it imperative for national brands to have a strong local presence online. Local Websites are the most effective solution to optimizing and capturing the attention of consumers searching online. We know they deliver better SEO, but how do they differ from campaign landing pages, and why exactly do they perform better?

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Page 1: Infographic: Local Websites vs Landing Pages

LO C A LW E B S I T E S

L A N D I N G

PAG E S

RESEARCH SHOWS THAT CONSUMERS ARE LOCAL in every step of the purchase funnel — they search, shop, and purchase locally, making it imperative for national brands to have a strong local presence online. Local Websites are the most effective solution to optimizing and capturing the attention of consumers searching online. We know they deliver better SEO, but how do they differ from campaign landing pages, and why exactly do they perform better? Let’s explore further.

Local websites have evolved from their beginnings as extensions of location finders on national dot com sites and as campaign landing pages, but not all companies have evolved with them. In fact, many brands that have landing pages believe they already have local websites, and these brands are missing out on a huge opportunity to capture consumer attention at the local level and drive ROI.

Having consumers discover your website is only the first step. Conversion is imperative. Local websites combine both steps, increasing discoverability and conversion at that critical point in the consumer’s purchase journey.

The most effective way to drive relevant leads at the local level is to make sure customers can find your product or category online easily. Search engines give preference to localized results, so a brand with local websites will have far greater search results coverage than one that relies on landing pages or a dealer locator.

Of the 2 trillion searches performed last year, more and more have local intent.

Landing Pages:

» Are temporary vehicles built for short-term store traffic

» Are targets of other marketing tactics, such as an email link or paid ad

» Do not build value over time

Local Websites: » Do not require support from paid campaigns

» Are permanent customer acquisition and lead generation engines

» Incorporate organic search best practices both on-site and off-site

» Are conversion oriented

Organic search drives almost 2X as many customer acquisitions as Search Engine Marketing campaigns do, and Local Websites are built for organic search.

Search-acquired customers are 54% more valuable than average, surpassing SEM, email, and social as tactics.

Organic traffic is free. Paid traffic is often too expensive. Take a look at the cost per click for these 10 keywords.

Leading national brands, across a multitude of industries, use the Balihoo local marketing platform to activate millions of data-driven local campaigns for over 350,000 local outlets.

Balihoo is proud to call many of the top companiesin the world our customers, including Aflac, BancVue, Geico, and New Balance.

A INFOGRAPHIC

HOME | GALLERY | TESTIMONIALS

LAST NAME

PHONE

EMAIL

SUBMIT »

FIRST NAME

CHELSEY SOSA | DISTRIBUTOR & INSTALLATION MANAGERSOLELEMENT

(888) 555-5462

THE EASIEST SOLAR PANEL INSTALLATIONSed ut perspiciatis que ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae

vitaeunde omnis iste natus error sit voluptatem accusantium er doloremque laudantium,

totam rem aperiam, eaque ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae

vitae dicta sunt explicabo.

SIMPLE TO USE, IN RAIN OR SHINESed ut perspiciatis que ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae

vitaeunde omnis iste natus error e natus error sit voluptatem accusantium er doloremque

laudantium, totam rem aperiam, eaque ipsit voluptatem accusantium er doloremque

laudantium, totam rem aperiam, eaque ipsa quae ab illo ine natus error sit voluptatem

accusantium er doloremque laudantium, totam rem aperiam, eaque ipveda ntore veritatis

et quasi architecto beatae vitae dicta sunt explicabo.

ECOLOGICALLY SOUND, ENVIRONMENTALLY RESPONSIBLESed ut perspiciatis que ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae

vitaeunde omnis iste natus error sit voluptatem accusantium er doloremque laudantium,

totam rem aperiam, eaque ipsa quae ab illo inveda ntore veritatis et quasi architecto beatae

vitae dicta sunt explicabo.

CHELSEY SOSAP (888) 555-5462F (888) 555-5463C (888) 555-5465E [email protected]

LOCATION4916 Randall DriveSuite 300Princeville, HI 96722

SEE OUR GALLERY »

CONTACT USFOR A QUICK,

EASY CONSULTATION

SOLELEMENT

LO C A LW E B S I T E S

L A N D I N G

PAG E SV S

C A N YO U S P OT T H E D I F F E R E N C E ?

T H R E E R E A S O N S LO C A L W E B S I T E S O U T P E R F O R M L A N D I N G PAG E S

S O, W H AT E L E M E N T S M A K E A LO C A L W E B S I T E S U C C E S S F U L?

LANDING PAGES LOCAL WEBSITES

1

2

3

PLACEHOLDER FOR LOCAL

SITES IMAGE

Locally Optimized URL: For example,

Locally Optimized Title Tag: Local Business Name Your Brand + Keyword | City, ST

Prominently Placed Local Phone Number: Customers searching for a local business online show a strong preference for phone response

Strong Call-to-Action and Simple Lead Form: Route

management system

NAP Integrity: business online, which should be consistently referenced across all web mentions (NAP = name, address, phone)

Local Content: Unique, local content is helpful in differentiating templated sites from one another

Mobile Optimized Pages: Using adaptive design

The search pie is getting larger, as is the local piece. But you must EARN your piece of the search pie, you cannot buy it with paid programs driving to landing pages.

AVERAGE

http://local.yourbrand.com/City-ST/localbusinessname

On mobile, it jumps to 50%.

30% of all desktop

search has local intent.

(Google)

(McKinsey)

(statisticbrain.com)

(poweredbysearch.com)

54%

SEMCAMPAIGNS

ORGANIC SEARCH

DISPLAY& SOCIAL

EMAIL SEM ORGANIC

CUSTOMER ACQUISITIONS

37%

12%

1%

1. INSURANCE - $54.912. LOANS - $44.283. MORTGAGE - $47.124. ATTORNEY - $36.065. CREDIT - $42.51

6. LAWYER - $42.517. DONATE - $42.718. DEGREE - $42.029. HOSTING - $31.9110. CLAIM - $45.51

C O N TAC T B A L I H O OTO LEARN MORE ABOUT OUR

BEST-IN-CLASS LOCAL WEBSITES SOLUTION