Managing Local Listings to Drive ROI for National Brands
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The document summarizes a webinar about managing local listings to drive ROI for national brands. It discusses collecting and managing local business data in a single system, optimizing listings on major local search directories like Google Maps and Bing Maps, syndicating data to aggregators to build links and exposure, and measuring local SEO ROI through metrics like landing page traffic and conversions. The webinar provided steps for national brands to maximize local ROI through consistent local data management and optimization across search and business directories.
Managing Local Listings to Drive ROI for National Brands
- 1. @w2sco' WEBINAR SERIES April 10, 2014 Managing Local Lis8ngs to Drive ROI for Na8onal Brands
- 2. @rio_seo / #localseo WHAT YOU WILL LEARN ! Processes necessary to achieve mulH-‐locaHon local SEO results ! Managing your local business data in a single environment ! What steps and opHmizaHons you should take first for Map lisHngs ! The advantages of local lisHng syndicaHon across data aggregators ! How to measure the effecHveness of local search efforts and ROI
- 3. @rio_seo / #localseo 4 STEPS TO MAXIMIZE LOCAL ROI 1. Single environment to manage and collect local data 2. Tackle the BIG local search directories first 3. Syndicate local data to build links and enhance user experience 4. Measure Local SEO ROI through KPIs
- 4. COLLECTING AND MANAGING LOCAL DATA
- 5. @rio_seo / #localseo MANAGING LOCAL BUSINESS DATA ! Single Local Content Management System ! Ensuring Data Accuracy and Consistency ! Manage Local Data Alongside External Resources
- 6. @rio_seo / #localseo OPTIMIZING YOUR LOCAL DATA ! Name Can Including Geo-‐Modifier or Service (i.e. Sports Authority San Diego) ! Consistent Address, Local Phone Number ! Local Business Hours and Specialty Hours ! Local DescripHons to Include Services Offered (i.e. Sports Authority SporHng Goods) ! Brand Logo, Storefront and Product Images ! Social Media Links and AddiHonal Local Info
- 7. @w2sco' SUBMIT LOCAL DATA TO SEARCH ENGINES
- 8. @rio_seo / #localseo CLAIMING LOCAL SEARCH LISTINGS ! Google Maps, Yahoo Local, Bing Maps ! Aaaching Local Landing Page URLs ! Local URLs Should Include Mobile OpHmized Version ! OpHmizing Local Info for Each Directory
- 9. @rio_seo / #localseo THE POWER OF MAP LISTINGS ! Control Your Local Business Data ! OpHmize Around Local Keywords ! Impact of Local Map Rankings ! Various Category OpHmizaHon ! AddiHonal Search Real-‐Estate Recent Reports: Big 3 Account for 96.3% of US Search Traffic hap://rioseo.co/SearchEngineStats (searchengineland.com)
- 10. DISTIRIBUTE DATA TO LOCAL ECOSYSTEM
- 11. @rio_seo / #localseo SYNDICATION TO AGGREGATORS ! Core Aggregators are InfoUSA, Neustar, Acxiom, Factual ! Power niche directories, mobile maps and apps, GPS devices AND “the internet of things” ! Costs of All 4 Data Aggregators under $100 per year per locaHon over 1000 locaHons ! Engaging with Aggregators Gives You Insight to their Local Database
- 12. @rio_seo / #localseo LOCAL DATA VALIDATION + LINKS ! OpHmizing the EnHre Local Ecosystem ! Backlinks from Hundreds of Directories ! Local Internet Yellow Page LisHngs ! Local Data on Apps and GPS Devices ! Add Local Data to Social Networks
- 13. @w2sco' DEFINING ROI FROM LOCAL SEO EFFORTS
- 14. @rio_seo / #localseo HOW TO MEASURE LOCAL ROI ! Measuring AnalyHcs from Local Landing Pages on Desktop and Mobile ! Landing Page Click and Search AcHviHes ! Local PromoHons, Coupons or Downloads ! Measure Conversions from Online to Offline with Unique Promo Codes
- 15. @rio_seo / #localseo AUTOMATING LOCAL SEO IS KEY ! CMS Technology to Scale Local SEO ! AutomaHng SyndicaHon OpHmizaHon ! Save Time, Increase Efficiency, Monitor Results ! Hyper-‐Local MarkeHng CapabiliHes Rio SEO’s Local Search Plamorm Overview Learn More:
- 16. @rio_seo / #localseo ADDITIONAL RESOURCES LinkedIn.com/Rio-‐SEO-‐AutomaHon-‐Sonware Twiaer.com/rio_seo Facebook.com/RioSEOsoluHons Instagram.com/rio_seo Pinterest.com/rioseo www.rioseo.com rioseo.com/Contact-‐Us 858.876.3010 Downloads Case Study: Rio Local Delivers Lowest CPC Whitepaper: ImpacHng Local SEO Rankings with Local LisHng Management Whitepaper: How to Achieve Remarkable Results in Local and Mobile Search : A Step by Step Guide
- 17. @w2sco' THANK YOU FOR JOINING Any quesHon on today’s webinar, please contact webinars@localsearchassociaHon.org for more informaHon. If you would like to be considered for LSA’s Webinar Series, let us know at webinars@localsearchassociaHon.org. www.localsearchassocia8on.org/webinars