Smx2016local v2 final
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The document discusses optimizing local business listings and presence on virtual maps. It covers the evolution of local search results over time, with maps receiving more focus. Key factors for ranking locally include location, categories, consistent business details, and reviews. The document recommends optimizing profiles on major local maps and directories like Google My Business, ensuring accurate details are syndicated across sources via APIs to reduce duplicates. Ongoing monitoring and measurement of key performance indicators is also advised to track success.
Smx2016local v2 final
- 1. #SMX #XXA @BenuAggarwal Putting Your Business On The Virtual Map
- 2. #SMX #XXA @BenuAggarwalMilestone Confidential About Milestone Digital Marketing Software and Services Silicon Valley ~ Chicago ~ DC ~ 1950 customers ~ 250+ Awards Unalytix Dashboard and Analytics
- 3. #SMX #XXA @BenuAggarwal • Evolution of Local Search • Most Crucial Factors • Local Maps and Important Channels • Measuring Success • Key Take Aways Agenda
- 4. #SMX #XXA @BenuAggarwal Evolution of LocaL Search
- 5. #SMX #XXA @BenuAggarwal Search Results: Past vs. Present Local Listing Organic Results Local 3 Pack Paid Ads 2nd October 2008 8th Feb 2016 Local 3 Pack Paid Ads
- 6. #SMX #XXA @BenuAggarwal Finding The Differences Local Listing Organic Results Local 3 Pack Paid Ads No direct website links in local 3 pack Local 3 Pack Paid Ads Google Hotel Finder No organic results above the fold Improved maps
- 7. #SMX #XXA @BenuAggarwal Maps Results: Past vs. Present 2nd October 2008 8th Feb 2016 Enhanced Profile More focus on reviews OTA Rates Website link & clickable phone link
- 8. #SMX #XXA @BenuAggarwal Most Crucial Factors
- 10. #SMX #XXA @BenuAggarwal • Physical location • Categories on GMB • No duplicate listing • Consistent url, name, address or phone number (UNAP) • Relevant and engaging content • Reviews Factor for Ranking Locally
- 11. #SMX #XXA @BenuAggarwal Local Customer and Search Behavior Customer Search 1 2 3 Channels Displayed in Search Saturate Critical Channels Responsive Site Maps (Apple, Nokia, Bing) Active Presence and Engagement on Social Profiles Trusted Sites, Reviews (UGC) Mobile Ads Local Citations Data Aggregators IYPs
- 12. #SMX #XXA @BenuAggarwal What are Good Citations? Data aggregators IYPs Local, Business Directories Maps Local search engines
- 13. #SMX #XXA @BenuAggarwal Segmenting Links for Effective SEO Local Search Engine & Hyper Local Listings DataAggregators InternetYellow Pages Business, Local, Industry and Niche Maps
- 14. #SMX #XXA @BenuAggarwal Local Maps and Important Channels
- 15. #SMX #XXA @BenuAggarwal Create Google+ page and Claim My Business Listing Send Verification Postcard Receive PIN, Verify Listing, and Initiate Merge QA listing; Optimize listing per guidelines Add Social posts and keep optimizing Link Website by adding rel=publisher tag to site Google My Business:
- 16. #SMX #XXA @BenuAggarwal Google+ and Google My Business • Google+ and Google My Business are still connected, but are not closely related anymore • Google+ is now primarily a social network focused on collections • Google My Business is a tool for business owners to manage their listing information on Google • Both are still important, and neither should be ignored!
- 17. #SMX #XXA @BenuAggarwal Google+ Posts Still Show Up in SERPs
- 18. #SMX #XXA @BenuAggarwal Incomplete Profiles Lead to Poor Ranking Source: https://www.gybo.com/ca/santa-clara/business
- 19. #SMX #XXA @BenuAggarwal Relevant cover image & logo Verified local business Consistent UNAP Correct primary category tagging Correct placement of the pin on Google map User friendly page url Reviews Unique property description
- 21. #SMX #XXA @BenuAggarwal Managing Critical Information - Crawlers and API
- 22. #SMX #XXA @BenuAggarwal Consistent UNAP Book Now URL Photo Gallery Enhanced Description Correct placement of the pin on the map
- 23. #SMX #XXA @BenuAggarwal Unclaimed Business Missing Description Missing Book Now URL Incorrect UNAP
- 24. #SMX #XXA @BenuAggarwal Quality & Enhanced Listing Website fold 1 1 2 2 3 3 5 5 A B C 6 6 7 7 4 4
- 25. #SMX #XXA @BenuAggarwal Measuring Success
- 26. #SMX #XXA @BenuAggarwal Measuring Success On Google My Business
- 27. #SMX #XXA @BenuAggarwal Measuring Success On Bing Milestone team claimed the listing
- 28. #SMX #XXA @BenuAggarwal • Directories all feed from each other • Incorrect listings in one directory can infect others • New duplicates can get created at any time • The faster you react, the less damage incorrect/duplicate listings do Ongoing Monitoring Of Profiles In just 90 days, this existing client had 173 actions performed by NAPtune
- 29. #SMX #XXA @BenuAggarwal Measuring Success On Yelp
- 30. #SMX #XXA @BenuAggarwal • Identify most critical channels for your verticals • Ensure maps have accurate information • Push consistent and rich content across all channels • Leverage APIs to clean duplicates • Establish KPI/Measurement criteria Key Take Aways