Local Search Works Listing Management for National and Franchise Brands with Multiple Locations
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Transcript of Local Search Works Listing Management for National and Franchise Brands with Multiple Locations
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When it comes to local media, Mike is one of the industries true foot soldier. Starting out as a Verizon Yellow Page media sales representative in 2000, Mike quickly made his disruptive presence known. While his dinosaur colleagues pushed phone book advertising Mike was busy steering millions of dollars worth of print ads into local online media that produced measurable results. Verizon recognized Mike's though leadership and sales success with 4 Verizon National President Awards, the most in company history. More importantly, Mikes's high integrity and outspoken commitment to local online media earned him a loyal following among business owners who are tired of loosing money to pushy local sales reps.
Today mike continues his crusade for local business owners as the founder of SMB SEO, Status26, and Board of Directors for Dallas/Fort Worth Search Engine Marketing Association www.DFWSEM.org
You can follow him @dallasseoguru and find him at one of the Dallas area’s many 8th mile drag race tracks or playing disc golf.
My name is Mike Stewart
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Internet Operations for Small to Enterprise Brands
Tweet Tweet to @dallasSEOguru
#pubcon #localseo @dfwsem
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Local SEO is not local searchTactical Differences
Local SEO is CONTENT strategy aimed at increasing website traffic from visitors using geo concatenated search queries in search engines.
Local Search is a LEAD GENERATION strategy aimed at increasing foot traffic and phone calls to a physical location.
YOU NEED BOTH!
REGGIES CHICKEN SHACK
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Submit and/or Claim Business and Directory Listings
Verify Listing Information
Complete and Optimize Profiles
Connect / Cross Promote Social Medial
Monitor and Respond to Reviews
Announce Promotions
Maintain Listings
Local Search Marketing Basics
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Duplicate listings with no options to remove, incompletes and partials
Lack of phone support for non-ads
Existing Accounts Locked Out
Verification w/ Owner – Outgoing Caller ID
Claiming existing listings via call to location
Paying to fix bad data – referring visits data
Postcards don’t come
Phone verification bugs
Common Listing Issues
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Claiming a listing is much better than submitting a listing.
Claiming listings is easy IF… • All locations have been submitted
previously.• Information is accurate and up to
date.• Someone else hasn’t claimed the
listing first!!!
Pulling info easier than pushing new information.
Claiming improves content linking to your site via filling every field.
Claiming > submitting
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Provisioning B1 lines with local prefixes
Setting up tele-branches to the main PBX
Installing browser side call tracking scripts
Report calls to weblogs and analytics
Directory Assistance & NAP Consistency
Configuring call center call routing systems
Verify data sent to data aggregators
Local RBOC > CLECs with Data
Issue #2 Telco Nightmares Wear You Down
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The PayoffVerified Local businesses get preferred treatment on SERP Pages
Local listings ALSO direct traffic to your social media profiles and website (cookies for retargeting, web logs, etc)
Guide seekers using location aware smart phone devices to your place of business (FOOT TRAFFIC)
Each individual store's location as a page as the Google Maps url vs the root domain….. SHARE OF VOICE + CTR
Increase customer referrals
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Increased / Decreased Local Search RankingsPigeon updates impacts both map and Google web search results
Knowledge graph, Spelling, directions,Synonyms, Location ranking factors,
IYP and Directory Sites are relevant again
• National brands need better "local SEO"• Audit for better localized content
- can be complex
Google “Pigeon” UpdatesLocal Search Algorithm
With Traditional WebSearch Ranking Factors
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You want something out of the relationship, often times it has a similar “life-cycle”and sometimes they fix other issues
Hiring an Agency Should Not be Like Dating
Someone to help pay the rent or light bill.
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Who’s handling your listings?
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DIY approach Agency audit
Choosing the right solution
vs.
Winging itOdesk
ReachLocal
RFP'sDocumentationConversion data
Attribution
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Duplication and scale is great for manufacturing
Duplication in systems and process is great
Makes 30,000 McDonalds franchises possible
McDonalds has only ONE marketing department They have folks who cater to local tastes The Marketing "Management Team" outsources work to local shops with regional affiliation
Local Marketing Governance
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Local client with national product running on WordPress WooCommerce
Prepare website for exposure on local level
7pm show airs, 45 people
7:03pm name and logo flash on screen
10,220 visitors in under 2 minutes
Server clocking 30,000 page views per minute
Resulting in avg. of 100 orders per minute
Next up WEST COAST.
Takeaway: Server environment was localized & equipped. 90% of site #FAIL to serve in the Tank!
Mitigate Problems in the Local Sales Funnel First
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Case Study
• Started in 2003 in Fort Worth, Texas
• Since 2007 have grown from one restaurant to 78 locations across 10 States
• Franchises are independently and owned and operated.
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Fuzzy’s Goals
• Drive Local Foot Traffic
• Increase Awareness
• Encourage Repeat Visits
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Fuzzy’s Situation #1
I’m sitting at home on Saturday and suddenly I get that craving…. “man, I sure could use a taco right now. I’m so sick of Taco Bell…. I want to try something new.”
Google: Plano, Texas Taco
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THE KING WILL NOTBE Denied
STOPIGNORING
GOOGLEPLUS
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• Solve the Local Search Puzzle
• Organize and Mobilize
How to Improve Fuzzy’s Results
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• Info about what food they make, not seeing any signature cuisine
• Pricing or preview of menu• Hours/days of operation
mentioned anywhere• Mention delivery service and
payment options• Phone number must match
the number on the location page.
• Offers and Events should be consistent too.
Local SEO Content Must Match Local Search
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Local origin story
Location specific services pages and variable content:Hours, promotions, local descriptions
Indexable page in sitemap to all locations
Avoid using duplicate low quality pages or blog posts with swapped geographic keyword modifiers …
Stop focusing on local keyword content, unless it actually makes sense to do so.
Review fixed vs. variable "localized" content
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Are you payingattention?
Are you payingattention?
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Organize and MobilizeListing Management
Command Center
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Data aggregators collect vital details about the business such as name, address, phone numbers (NAP) and other vital details. These large companies have full time staff dedicated to extracting new data from court records, calling business owners to get updated and expanded information, and entire technical teams who do nothing buy validate records!
Local Search Value Chain in a Nutshell
Search, Internet Yellow Pages and Directories (SID) collect data too. Using raw data from the DAs as a baseline, they encourages local business owners and the general public to fill in details about the business from there personal computers and mobile devices.!
Content Publishers (CP) creates websites use SIDs. For example, a wedding planner blog, restaurant review site, hotel location, etc. often feature a directory that is “powered by” the SID.!
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InfoGroup's point of interest (POI) data is used by the top 5 internet search engines, 90% of in-car navigation systems in North America, mobile navigation, GPS, and internet yellow pages.
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Acxiom's InfoBase data powers internet yellow pages and local search applications. Companies like Google, Superpages.com, Local.com and Yellowbook/Hibu look to Acxiom as a primary source for listing information.
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Dun & Bradstreet is the world's leading source of commercial information and insight on businesses. D&B's global commercial database provides quality business information that customers rely on to make critical business decisions.
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Founded in 2005, Neustar®
Localeze® empower businesses of all sizes to quickly and actively manage their local business listings. A single source for distributing listings through the largest local search platform network in the industry. Neustar® Localeze® has direct, authorized relationships with over 100 local search platforms and promotes continuous business listings identity management and verification.
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Factual provides access to definitive, global data to power web and mobile apps. Thousands of mobile apps and websites use Factual's data, including Booyah,Foursquare, and Trulia.
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nSphere powers local search on over 500 niche vertical directories like Car and Driver, Computer User, Dogster, EZTrader, Fathers.com, Golf Week, JD Power, Kiplinger, Outdoor.com, and many more.
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LOGIN MANAGED INTERNALLY
UBL submits your business information to the top data centersincluding Acxiom, Factual, Compass, nSphere and Dun & Bradstreet. The end result is that your business ultimately is listed in 100s of online business directories.
About UBL service
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Do What Matters Most First
Speed of Data Updates at Major Local Search Engines
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What Order Should I Claim and Submit Listings?
1. Data Centers2. Data Aggregators
3. Top 20 Sites4. Hyper Local Citation Creation
5. Incompletes and Partials6. Ongoing Listing Management and Research
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You will need a kickass spreadsheet like this to eat the local search listing elephant.
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Data Centers:
nsphere.com
ubl.org
yext.com
expressupdatesusa.com
neustarlocaleze.biz
mybusinesslistingmanager.com
BusinessDirectory.BizJournals.com
Data Aggregators:
Factual.com
LocalEze.com
2FindLocal.com
6QubeDirectory.com
ABLocal.com
Aboutus.org
Abumba.com
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AskLocalPages.comB2BYellowPages.comBBB.orgBigwigBiz.comBingPlaces.comBirectory.comBizHwy.comBizListOnline.usBizVotes.comBizWiki.comBlueBoomerang.comBrownBook.netBusinessDB.comBusinessPatrol.comCBSYellowPages.comChamberofCommerce.comCherrp.comCliqSearch.comCommunityWalk.comCompany.comCornerstonesWorld.comConnectorLocal.comCity-Data.comCityFos.comCitySearch.comCitySlick.netCitySquares.comCMAC.wsCraigslist.orgDexKnows.comDigaBusiness.com
GoMyLocal.comHelloMetro.comHotFrog.comHWhere.comiDirectory.comiBegin.comImmersiFind.comInfignos.comInfoSpace.comInsiderPages.comInter800.comJayde.comJudysbook.comJustClickLocal.comJustDial.comKudzu.comLinkedIn.comList-of-Companies.orgLocal.BOTW.orgLocal.comLocal.Yahoo.comLocalCensus.comLocalDatabase.comLocaler.meLocalGuides.comLocalizedBiz.comLocalPages.comMagicYellow.comMakeItLocal.comMajon.com
PaintingNetworx.comRateMDs.comSeniorHomes.comSeniorLivingAssistant.comServicesListed.comShopCity.comSpaFinder.comSportsTavern.comStorageFront.comTopGranitePros.comUrbanSpoon.comVisionDirectory.comVitals.comWeddingWire.comWellness.comZagat.comZillow.com"Events" Sites:Cityseekr.comEventBrite.comEventCrazy.comEventful.comEventseekr.comEventSetter.comFestivals.comPatch.comSchmap.comTicketBud.comTicketLeap.comUpcoming.Yahoo.comYelp.com/eventsZVents.com
Primeplace.Nokia.com
RadarFrog.GatehouseMedia.comRadiateLocal.comRateItAll.comRevark.comSalesSpider.comSeekItLocal.comShowMeLocal.comShowSmart.comSmartGuy.comSnapLocalBiz.comSnoopItNow.comSocialRaves.comSocialStreets.comSoMuch.comSpotaBusiness.comSuperPages.com
SureWestYellowPages.comSwitchboard.comSysBeat.comTenList.com
TheUltimateOnlineDirectory.comTheUSAExplorer.comThinkLocal.comThumbtack.comTopix.comTripAdvisor.comTrueLocal.comTrueYellow.com
DirectoryCentral.comDirectoryM.netDiscoverOurTown.comDreamLocal.comEAscend.comeBusinessPages.comeLocal.comeLocalFinder.comExportFocus.comExpressBusinessDirectory.comEZLocal.comFind-Your-Biz.comFindItNow.comFindTheBest.comFourSquare.comFyple.comGenieKnows.comGeodelic.comGetFave.comGetFreeListing.comGigPark.comGo2.comGoby.comManta.comMapQuest.comMatchPoint.comMeetLocalBiz.comMerchantCircle.comMetroBot.comMojoPages.com
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PageLink.comPatch.comPegasusDirectory.comPetesDirectory.comPowerProfiles.comPremiumPages.netTupalo.comTyloon.comUrbanSpoon.comUSBDN.comUSCity.netUserInstinct.comUSYellowPages.comViewPoints.comViselka.comWand.comWhere.comWherezIt.comWhitePages.comWhoFish.orgWimgo.comYalwa.comYellowAssistance.comYellowBot.comYellowBook.comYellowee.comYellowHours.comYellowise.comYellowOne.comYellowPages.AOL.comYellowUSA.comYelloYello.com
Yelp.comYippie.bizYP.comZidster.comZip.proZipCodez.comZipHip.comZipLocal.comZipperPages.comZoomInfo.comIndustriy Specific Sites:AllAboutCounseling.comAllAboutVision.comAlphaLegal.comAmericanTradesman.comAOA.orgAssistedLivingFacilities.orgAssistedLivingInfo.comAssistedLivingWay.comAutoMD.comAvvo.comBailBond.comBoorah.comBuildersYellow.comChiroDirectory.comCyberAtty.comDealerRater.comDentistComparisons.comDentistDig.comDoctor.comeLocalPlumbers.com
Eventective.com
EverydayHealth.com
EveryDentist.com
EyeOnJewels.com
Fixr.com
Frommers.com
GatheringGuide.com
GetMowed.com
HealthGrades.com
HealthLine.com
HG.org
HomeExpo.com
HomeOwnersCircle.com
HomeStars.com
HotelClub.com
HotelsCombined.com
Houzz.com
Justia.com
LawFirmDirectory.org
LilaGuide.com
LocksmithIndex.com
LocalGranite.com
LuxuriousLandscapes.com
MacRaesBlueBook.com
MenuPages.com
MetroMix.com
Networx.com
OpenTable.com
OurParents.com
DirectoryCentral.comDirectoryM.netDiscoverOurTown.comDreamLocal.comEAscend.comeBusinessPages.comeLocal.comeLocalFinder.comExportFocus.comExpressBusinessDirectory.comEZLocal.comFind-Your-Biz.comFindItNow.comFindTheBest.comFourSquare.comFyple.comGenieKnows.comGeodelic.comGetFave.comGetFreeListing.comGigPark.comGo2.comGoby.comManta.comMapQuest.comMatchPoint.comMeetLocalBiz.comMerchantCircle.comMetroBot.comMojoPages.com
Directory.AGreaterTown.com
Akama.com
AllPages.com
AlltheLocal.com
AngiesList.com
Directory-Net.com
MyCityBusiness.net
MyGreenPages.com
MyHuckleberry.com
MyLocalServices.us
MyServiceConnection.com
MyWebYellow.com
NetHulk.com
Nexport.com
OneClickLocal.com
Oodle.com
OpenWiFiSpots.com
Quality over Quantity and Topical Relevance 1st.
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1) No quick view of pricing info
2) No clear indication of service hours
3) not auto tracking IP location and showing locations of nearest shop.
4) Navigation bardifficult to read
5) Mobile version of website nonexistent
UX Audit
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Service area zone of coverage not explicitly mentioned.
Services are scattered, no overview of services from homepage
No pricing info might discourage users from calling
End users might think its a small company based on the outdated U/I
No mention of speed of arrival, no option for emergency support
No actual photos of equipment/stylists at work
Only Facebook social link seen (missing twitter)
Testimonials might helpBefore/After photo might also be
ideal
UX Audit. Mobile 1st ALWAYS
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Internet Operations for Small to Enterprise Brands
Have a brand with multiple locations that needs help? www.status26.com
Please join me at StateofSearch.org in D/FW in November