SEO and Social: Driving Performance For Avis Budget Group By Chris Pinkerton
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Transcript of 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
#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
#SMX #14A @ChrisPinkerton
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.
#SMX #14A @ChrisPinkerton
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
#SMX #14A @ChrisPinkerton
Ph1: NAP + Social Local Ecosystem + Content Development
#SMX #14A @ChrisPinkerton
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
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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
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Social Ecosystem Drives Growth to SEO Pages
Double Digital Growth YoY
Site Level Location Page
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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
#SMX #14A @ChrisPinkerton
Enable SEO & Social w/ Responsive & Integrated Experience
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"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.
#SMX #14A @ChrisPinkerton
Questions & Panel Discussion
Thank You SEO + SOCIAL A Match Made In Marketing Heaven