SEO and Social: Driving Performance For Avis Budget Group By Chris Pinkerton

#SMX #14A @ChrisPinkerton

How SEO & Social Strategies Work Together to Engage The Modern Consumer

A Use Case

SEO + Social:Driving

Performance For Avis Budget Group


How SEO & Social Strategies Work Together to Engage The Modern Consumer

A Use Case

SEO + Social:Driving

Performance For Avis Budget Group


The Traditional SEO Ecosystem Is Evolving

1. There were over 1M searches per month being conducted that ABG was not being found for due eroding organic and local visibility.

2. As many as 40% are being done on mobile devices, with a high degree either coming from or going to a social network during the same session.

1. The competitive landscape is weak at social & local integration. But the customer isn’t.

2. Pulling net new customers and repeat customers out of the ‘open market’ is strategically important to re-enforce brand loyalty & pricing strategies. SEO + Social enables this.


Accurate Location Data

Digital Location Management

Localized SEO Focused Content

Local Market Reach – Paid Media

Local Social Engagement – Ratings & Reviews & Content

Ensuring all business location data is clean, consistent and complete. Geo, NAP, Hours, Features, Content, etc.

The distribution of location information across the top search, social, directory and niche sites. GMB, Facebook, Instagram, YP, Foursquare

Creating SEO optimized location pages with dynamic & UG content

Optimizing for SEO and local traffic

Delivering paid ads to targeted local shoppers & deal/offer management

Claiming & Engaging your social and local audience

Onsite + Offsite Location Pages

An SEO & Social Marketing Framework

SEO Tactic

SEO & Social Tactic

SEO & Social Tactic

SEO & Social Tactic

Social

Tactic

Paid Tactic


Ph1: NAP + Social Local Ecosystem + Content Development


The Momentum of SEO + Social Local Engagement

Engaging customers at the local level drives significant engagement and performance -

All supported with an SEO foundation and path back to core assets.

5

+537% +120% +152% +154% +1,243%

5,112

79,047

473 723 106

32,580

173,281

1,193 1,838 1,424

Facebook Check-ins Foursquare Check-ins Foursquare Tips Foursquare Photos Instagram Photos

Year 2014 Year 2015< 6 Months LaterBaseline


LAX Airport Location Facebook Page

Driving Revenue Through New SourcesIn the First 45 Days of launch…..

• Facebook brought significant organic visits to Avis.com• > 7% converted into car rentals • Social is now driving ROI• Enabling natural audience behavior + social influence• This is the fragmentation of search – in real time

#SMX #14A @ChrisPinkerton7

Social Ecosystem Drives Growth to SEO Pages

Double Digital Growth YoY

Site Level Location Page


GMB Ratings & Reviews With A More Social AudiencePre vs Post

Prior to SEO + SOCIA Lfocus EWR airport location had 4 total reviews and an avg.

rating of 2.2

Today EWR airport location has 125 total reviews and an avg.

rating of 4.6

Search Results Page on Google Google Local Page Google Mobile Local Page


Enable SEO & Social w/ Responsive & Integrated Experience


"This heightened level of engagement allows us to obtain real-time feedback and insights on our products and services while driving greater loyalty and share of wallet.”

Jeanine Haas, CMO

"This initiative leverages this increasing trend and helps our customers find our locations more quickly and accurately —another way we put the customer first.”

Neal Zamore, Global VP

The initiative, the first of this magnitude in the car rental industry, opens the lines of communication with customers on a local level.


Questions & Panel Discussion

Thank You SEO + SOCIAL A Match Made In Marketing Heaven