Calls, Local SEO, & Mobile Search: What You Need to Know in 2016

Calls, Local SEO, & Mobile Search: What You Need to Know in 2016

January 21, 2016

Webinar Will Be Archived

LSA16: San Francisco (March 7-9)

Today’s Speakers

Greg Sterling, VP Strategy & Insights, LSA

Mark Sullivan, Director of Partnerships, CallRail

Multiple Screens…

First ScreenMobile grabs 60% of digital media time; apps dominate (comScore, Flurry)

Smartphone penetration 79%. More than 90% of Millennials have smartphones (comScore)

More searches happening on mobile than desktop (Google 2015)

More than 7 billion monthly local queries in mobile (Google data)

Source: LSA research (2015), n=2,147 US adults

Mobile Dominates Local Search

Source: Wordstream 2015

Mobile Conversions Lag

Digitally Influenced Offline Commerce

Source: US Census Bureau (2015), World Bank (2015), Greg Sterling estimates based on Bureau of Economic Analysis, Census Bureau Data (2015)

At least $12 Trillion is influenced by internet (incl. mobile)

Total US GDP $17+ Trillion

Phone calls are a bridge between mobile and offline conversions

Calls a Bridge Between Digital and Offline

Source: IDC-YP study on local search behavior 2015 (n=750 US adults)

Local searchers are typically highly qualified and “ready to buy”

Average Time to Complete Local Search

Popular Wisdom: Calls Are Dying

Emerging conventional viewpoint but not actually true

61% of survey respondents said that click to call is most important “in the purchase phase” of the shopping process

Calls Conversions

Source: Survey of 3,000 US smartphone users, conducted by IPSOS on behalf of Google (2013)

Percent of consumers who would be very likely or extremely like to “click-to-call”

Source: Google, IPSOS (2014)

Calls Across Categories

SMBs Value Phone Calls

Source: BirghtLocal survey of SMBs (2015))

Preferred Local KPIs

Forecast: Mobile = 72% of Digital Ad Spent by 2019

eMarketer, 2015

Growth of Mobile Ad Spend (and Calls)

Source: Call volume estimates BIA/Kelsey (2015)

Calls, Local SEO, & Mobile Search: What You Need to Know in 2016

January 21, 2016

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Presenter[ W E B I N A R ]

Mark Sullivan

Director of Partnerships, CallRail

2011Founded

About CallRail[ W E B I N A R ] 19

25,000 +Companies

U.S. &

Canada

User Centric

Call Tracking & Analytics for Data Driven Marketers

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What I hope you’ll take away[ W E B I N A R ]

• What we’ve learned from analyzing millions of phone calls

• Best practices for using call tracking with Local SEO

• Q & A

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Is the phone call dying?[ W E B I N A R ]

March 2015

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May 2015

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July 2015

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November 2015

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Calls are, in fact, on the rise[ W E B I N A R ]

• Q1 2015: +16%

• Q2 2015: +19%

• Q3 2015: +5%

• Q4 2015: +8%

CallRail Data: Call volume to SMBs over the past year

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We talked 20% longer on phone calls in 2015 than in 2014

CallRail Data: Average call duration is also up

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• Consumer preference for instant information (mobile search, voice search, etc.)

• The web is more and more friendly to phone calls (click-to-call, ad extensions,

etc.)

So what’s driving the increase in phone calls to SMBs?

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600+ companies, 1.3 million phone calls[ W E B I N A R ]

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600+ companies, 1.3 million phone calls[ W E B I N A R ]

• DuckDuckGo: +281%

• LinkedIn: +74%

• Facebook: +39%

• Amazon: +126%

• Bing Paid: +78%

• Yahoo Organic: +9%

• Yahoo Paid: +32%

• AOL search: -19%

• Citysearch: -20%

• Kudzu: -23%

• Superpages: -47%

• YP: -25%

• Pinterest: -51%

• Twitter: -27%

2015 Winners 2015 Losers

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Best practices: Call Tracking & Local SEO[ W E B I N A R ]

• NAP Consistency & bad ideas

• DNI - risk and reward

• Organic tracking number & First Time Caller

Let’s clear up some confusion.

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Avoid using different phone numbers for citations, unless you

simply don’t care about the risk to visibility.

NAP Consistency

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Risk: Minimal to none

• Javascript

• How we address the risk at CallRail

Reward: You get to be a better, data-driven marketer.

Dynamic Number Insertion

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Organic number• less data, more accountability

• number portability

First Time Callers: the KPI to rule them all

Organic Tracking Number&

First Time Callers

Give CallRail a Test Drive[ W E B I N A R ] 34

14 Day Free Trial

No credit card needed

Go to www.callrail.com/pricing

Thank you!

Q & A

Greg Sterling, VP Strategy & Insights, LSA

Mark Sullivan, Director of Partnerships, CallRail

Source: Google, April 2015

• Searches with “near me” have surged 34x since 2011, and have nearly doubled since last year

• 4 out of 5 searches with ‘near me’ came from mobile devices in Q4 2014

• 50% of consumers who conduct a local search on their smartphone visit a store within a day

Mobile ‘Near Me’ Search

Calls, Local SEO, & Mobile Search: What You Need to Know in 2016

Marketing

Transcript of Calls, Local SEO, & Mobile Search: What You Need to Know in 2016