Upload
milestone-internet-marketing
View
128
Download
1
Embed Size (px)
Citation preview
#SMX #XXA @BenuAggarwal
• Evolution of Local Search • Most Crucial Factors• Local Maps and Important Channels• Measuring Success• Key Take Aways
Agenda
#SMX #XXA @BenuAggarwal
Search Results: Past vs. Present
Local Listing
Organic Results
Local 3 Pack
Paid Ads
2nd October 2008 8th Feb 2016
Local 3 Pack
Paid Ads
#SMX #XXA @BenuAggarwal
Finding The Differences
Local Listing
Organic Results
Local 3 Pack
Paid Ads
No direct website links in local 3 pack
Local 3 Pack
Paid Ads
Google Hotel Finder
No organic results above
the fold
Improved maps
#SMX #XXA @BenuAggarwal
Maps Results: Past vs. Present
2nd October 2008 8th Feb 2016 Enhanced
Profile
More focus on reviews
OTA Rates
Website link & clickable phone
link
#SMX #XXA @BenuAggarwal
• Physical location • Categories on GMB• No duplicate listing• Consistent url, name,
address or phone number (UNAP)
• Relevant and engaging content
• Reviews
Factor for Ranking Locally
#SMX #XXA @BenuAggarwal
Local Customer and Search Behavior
Customer Search
1 2 3Channels Displayed in Search Saturate Critical Channels
Responsive Site
Maps (Apple, Nokia, Bing)
Active Presence and
Engagement on Social Profiles
Trusted Sites, Reviews (UGC)
Mobile Ads Local Citations
Data Aggregators
IYPs
#SMX #XXA @BenuAggarwal
What are Good Citations?
Data aggregato
rsIYPs
Local, Business
Directories
MapsLocal search
engines
#SMX #XXA @BenuAggarwal
Segmenting Links for Effective SEO
Local Search Engine& Hyper Local
ListingsData Aggregators Internet Yellow
Pages
Business, Local, Industry and Niche Maps
#SMX #XXA @BenuAggarwal
Create Google+ page and Claim My
Business Listing
Send Verification Postcard
Receive PIN, Verify Listing,
and Initiate Merge
QA listing; Optimize listing per guidelines
Add Social posts and keep optimizing
Link Website by adding
rel=publisher tag to site
Google My Business:
#SMX #XXA @BenuAggarwal
Google+ and Google My Business
• Google+ and Google My Business are still connected, but are not closely related anymore
• Google+ is now primarily a social network focused on collections
• Google My Business is a tool for business owners to manage their listing information on Google
• Both are still important, and neither should be ignored!
#SMX #XXA @BenuAggarwal
Incomplete Profiles Lead to Poor Ranking
Source: https://www.gybo.com/ca/santa-clara/business
#SMX #XXA @BenuAggarwal
Relevant cover image
& logoVerified local
business
Consistent UNAP
Correct primary category tagging
Correct placement of the pin on Google
map
User friendly page url
Reviews
Unique property
description
#SMX #XXA @BenuAggarwal
Milestone team got the issue
fixed
Listing on a bus stop name Heathman
Hotel was showing in SERPs
Freshness signals & local, unique content posted on the pages
through mediaconnect360
Post optimization traffic
#SMX #XXA @BenuAggarwal
Consistent UNAP
Book Now URL
Photo Gallery
Enhanced Description
Correct placement of the pin on the map
#SMX #XXA @BenuAggarwal
• Directories all feed from each other
• Incorrect listings in one directory can infect others
• New duplicates can get created at any time
• The faster you react, the less damage incorrect/duplicate listings do
Ongoing Monitoring Of Profiles
In just 90 days, this existing client had 173 actions performed by
NAPtune
#SMX #XXA @BenuAggarwal
• Identify most critical channels for your verticals• Ensure maps have accurate information • Push consistent and rich content across all channels • Leverage APIs to clean duplicates • Establish KPI/Measurement criteria
Key Take Aways
#SMX #XXA @BenuAggarwal
Thank YouQuestions?
www.milestoneinternet.comblog.milestoneinternet.com
http://twitter.com/milestonemktghttp://www.facebook.com/Milestoneinc