it’s not your mother’s yellow pages
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Transcript of it’s not your mother’s yellow pages
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it’s not your mother’s yellow pages
Mike Blumenthal, blumenthals.com/blog
[email protected]: @mblumenthal
places
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Sources: eMarketer
97%
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4,421,000,001
Comscore.com 11/12 | Mihm 12/12
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3,357,000,001
Comscore.com 01/12 | Ed Parsons Google 12/12
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Local Data: Eye Tracking
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Yellow PagesDifficulty: EasyCost: ExpensiveService: Phone & Rep
ServiceGoogle Places
Difficulty: More ComplicatedCost: FreeService: Do It Yourself
Difference betweenYellow Pages & Google
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Some Other DifferencesWith Google Places
• Business Listings areAssembled by Computer
• Listings Displayed Across Different Array of Devices and Technologies
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How Does Google Assemblea Business Listing
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The “Cluster”
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
Places Dash.
Data1
Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
How Does Google PlacesAssemble a Business Listing
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Plus page as a Search Result
Nearby Competitors
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Mobile MapsGoogle
Directories
Google Car
Google SMS
Google Maps
Google TV
Google Places
NavigationLatitude
Google LocalOne Box
Listings display across different array of devices
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Mobile MapsGoogle
Directories
Google Car
Google SMS
Google Maps
Google TV
Google Places
NavigationLatitude
Listings display across different array of platforms
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vav
“Hi Mike, this week 6 new customers in the store based on reviews alone. 6 sales, have I mentioned lately how much I love you? If we continue to do this right, I can forego some of the expensive advertising and
build up my wallet and our businesses. WooHoo Thanks!”
~ 02/13/10 Barbara Oliver
One Other Difference – Sales
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• Before You Start
• Establishing Trust
• Providing A Baseline Presence
• Enhancing Your Standing• Review Management
Steps To Managing Your Listing
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• Do keyword research.• Review business name &
address (NAP)• READ THE GUIDELINES• Make sure that you provide
excellent customer service.
Before You Start – The 6 P’s
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• Keyword Research
Before You Start – The 6 P’s
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• Keyword Research
Before You Start – The 6 P’s
Test Keywords w/Searches
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• Review business name & address (NAP)• One name• Every Place off-line and on• Check Map accuracy
Before You Start – The 6 P’s
NAP Consistencyis the tactic
Branding is the strategy
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• READ THE GUIDELINES
Before You Start – The 6 P’s
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•Provide Excellent Customer ServiceBefore You Start – The 6 P’s
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Before You Start – The 6 P’s
• Pick the right categories.• Write a great business
description.• Gather Digital Assets.• CHECK FOR PROBLEMS
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Check for ProblemsNAP Audit – Getlisted.org
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Establish Trust with Google’s Algo
• Have your contact informationon every page of your website.
• Include Your Business Name onLanding Page, Title & Meta Description.• Whois Domain Record Visible (Not Private)
• Claim Your Record in the Places Dashboard (with email @yourdomain)• Establish Author Relationship w/Google
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Branded Search
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Providing A Baseline PresenceNAP+W – Consistent name, address, phone & website on:
• Legal Documents• Phone Directories• Update Your Listing W/
Google’s Primary Providers- Localeze, infoUSA & Axciom
(via Getlisted.org)
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Providing A Baseline Presence
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Providing A Baseline PresenceClaim listings from the principalsecondary data suppliers/sites:
• Facebook & Bing, Yahoo, Yelp, SuperPages
(Yext)• Claim Industry Specific Directories
-Tripadvisor, Avvo, DealerRater etc.• (HotFrog, YellowBot, Kudzu)• Note: You claim it. You own it.
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Providing A Baseline Presence
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Enhancing Your StandingIncrease your Relevance & Prominence
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• Within Geography • Business Name• Business Category• Content
Score of Highest Citation•LP Score of Website •
# of Review Sites •Proximity to Centroid •
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Total # of WebPage (Citations)
Geo Ref & ReviewsTotal Mentions In Info
Docs
A Model of Ranking Factors
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Enhancing Your Standing
INCREASE THE RELEVANCEOF YOUR LISTING.
• Business Title• Business Category• Inbound Link Phrasing or Citation• Web content & architecture
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Enhancing Your Standing
INCREASE YOUR RANK (Prominence):
• Popularity of My Maps & GeoReferences• Reviews• Citations & In-bound Links
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What is a Citation?
• Any online content that Google can associate with your Places Account.
• Includes Business Name Or Number1 or more of the following:
Phone NumberAddress
Link
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Citation Examples
#3 No Links
Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-204-1297
Barbara Oliver and Co Jewelry5820 Main Street Suite 311Williamsville, NY 14221(716) 204-1297
In a Directory:
In a newspaperarticle or blog post:
(In order of importance)
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Citation Examples
#2 Link on Business Name
Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 - Williamsville, NY 14221-5776 - (716) 204-1297
Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 - Williamsville, NY
Barbara Oliver and Co Jewelry (716) 204-1297
Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297
(In order of importance)
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Citation Examples
#1 Link on Keyphrase
Barbara Oliver and Co. Jewelry, call (716) 204-1297 for an appointment with Buffalo's best jeweler
Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311- Williamsville, NY 14221, your source for custom jewelry in Buffalo
(In order of importance)
These Must be Earned
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How Do You Get Citations?
The New Currency of Business Relationships
• Boards you volunteer on• Donations to charity• Chamber of Commerce• Mine Existing Links• Find New Citations
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• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations
Score of Website •# of links referring to business •
Highest score of those links • Popularity of User Maps •
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Reviews: Where Social & Rank Meet
Total # of WebPage (Citations)
Geo References &
Reviews
• Low/Moderate Ranking Impact
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Engagement?Endorsement!
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Sources: Neilson 2009Harvard Business Review 2008
70%
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Reviews Now Front & Center
Reviews = Credibility
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Reviews Now Front & Center
46% Read Reviews First
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Ask For (Real) Reviews
Avoid Bad Reviews
Monitor
The Secrets to Successful Review Management
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Virtuous Cycle Of Reviews
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vav
“Just got a $7,700 sale. They came in after shopping at a competitor, as they read all the reviews prior and liked
what they read. Thank you again Mike for the
nagging………………!”~ 01/13/11 Barbara Oliver
Case Study – Barbara Oliver Jewelry
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Some Things Never ChangeThe Old Way Now
Customer Relations
Know your customers & treat them right.
Know Your Customers. Treat them “righter”.Know what they are saying and encourage them to say nice things.
Marketing Make yourbusiness visible.
Make your business visible & consistent in both the offline AND online worlds.
Don’t chase after Google’s algorithm.Find customers.Treat them right.
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it’s not your mother’s yellow pages
places+ local
Mike Blumenthal, blumenthals.com/blog
[email protected] | Twitter: @mblumenthal