SlideShare ist ein Scribd-Unternehmen logo
1 von 51
Downloaden Sie, um offline zu lesen
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
5 Keys to Local Search
Success in 2014
Download this Slide Deck
bit.ly/5keyslocalsearch
This presentation is about how to
stand out from the crowd and
perform in competitive local niches,
not about how to do the basics of
Local SEO.
Caveat
I.E. If you’re trying to get listed in this block:
Check out a resource like this one.
But if you’re trying to have a dominant local listing
presence like this, forge on!
Straight-up
domination
Local businesses must be doing
something unique, memorable, &
marketing-worthy to stand out in
competitive online results.
#1:
Unique: San Diego’s Cucina Urbana lets you buy wine at retail,
then charges corkage, rather than the usual markup
SEO Benefits? The quantity of
mentions, links, articles, and
coverage of Urbana’s unique
wine pricing almost certainly
helps their rankings (and their
Yelp, Urbanspoon, Zagat, etc.
ratings).
Marketing-Worthy: The Oregon Shakespeare Festival realized
that without young theatre-goers, they would eventually be out of
business, and thus launched low-priced tickets for patrons
between the ages of 19–35 years old.
Business Benefits?
Although theater
attendance nationally has
fallen, OSF is breaking
their own records every
year, achieving 85-95% of
seat capacity filled (in a
season that runs from
March-November)
Via http://www.mailtribune.com/apps/pbcs.dll/article?AID=/20131110/NEWS/311100340/-1/TEMPO
Creative: In 2011, this bookstore in New Jersey pre-wrapped
books, hid the titles, and relied on the clever descriptions and
surprising concept to sell the product.
Results: The marketing concept spread like wildfire (some articles
online suggest it began first in libraries). Today, hundreds of
bookstores use it.
The Wallingford Beast?
Using an old newspaper
article as inspiration, the
crew from Seattle’s
Archie McPhee
concocted an entire
series of videos, a
website, and a tourist
attraction inside their
store.
Margins on $0.50 Tchotchkes Suck. To survive, McPhee had to
become a remarkable, unique destination for Seattle’s residents
and its visitors. Flexing that marketing muscle over and over
again has led to online success, too.
Remarkability is what creates the
potential for virality and inspires the act
of sharing. Those who do/will not create
share-worthy local businesses will likely
find their niche dominated by someone
who does.
Breaking up your web presence will
seriously get in the way of the
rankings you’ve earned & deserve.
#2:
Main website
Where I schedule
appointments
Where I find discounts
& specials
Lack of consistency costs: Each of
those pages was used as the primary
site on different listing sources (for a
while, Google even had Bang’s
Schedulicity page as the primary map
result for their brand)
Their main site has everything you might need
in a single place, and they’ve never used any
other web addresses.
Ranking #1, even without the
reviews or references their
competitors have.
Don’t do this. You cannot
control the user
experience, nor can you
guarantee you’ll always
have that address.
Ditto here – splitting up the
main site from the blog can
cost citations, visits, and
link equity.
Saving potential customers a
single click or a few seconds can
mean the difference between a sale
and losing out to the competition.
#3:
Our brains are rewiring
themselves.. As generations
who grew up with technology
mature, consumers’
expectations for instant
gratification from the web &
apps will continue to
accelerate.
Let’s try an experiment:
I’m visiting Northern
Queensland and check
out local attractions on my
Tripadvisor app. This
crocodile one looks
cool…
But are they open today?!
Tripadvisor usually has an
“hours” field, but I guess
it’s not here so I’ll have to
visit their site. Maybe they
have a really complex
schedule or something.
Oh great, a non-
responsive website. Let
me just pinch and zoom
around and accidentally
click the wrong menu item
until I click the right one
and… man, if they only
had the hours on the
homepage!
8:30am-5pm every day of
the year?! Why didn’t
Tripadvisor have that
information?! Ugh. Three
clicks and almost 200
seconds down the drain!
Actually, I was wrong
about Tripadvisor. They
don’t have an hours field,
but they do allow
businesses to put hours
into their description/info
field. This is a very useful
hack for all sorts of FAQs
you might get.
Compare & Contrast: This
is my optometrist’s mobile
site. It’s not much to look
at, but it does get me
every piece of info I need
extremely fast.
Many Platforms Let
Consumers Save Time.
Filling out Foursquare’s
hours, location, menu,
etc. can all save an extra
click.
Many Platforms Let
Consumers Save Time.
Enabling apps like Yelp to
directly hook into a
reservation system can
yield more bookings.
A Basic Checklist:
Are the 5-10 most common questions asked in-store, over
the phone or in search queries answered (or at least
obviously linked-to) on the site’s homepage?
Is there a process to regularly review information online (on
your site and on any portals) for accuracy?
Are the sites that rank in searches for your business name
as complete with information as possible?
Does the mobile version of your site load quickly and
display properly on iOS, Android & Windows Mobile?
Have you enabled features that may save consumers
clicks/time on popular apps & listing sites?
Ignoring non-Google players in the
local ecosystem can be fatal to
your long-term success.
#4:
Even if you think your
customers only use Google..
Watch out. Local listings are
often playing second-fiddle to
content sites, local
aggregators, and roundups.
Barnacle SEO: The process
of optimizing your listings,
site, business, and
marketing to appear in
OTHER sites that rank well
may be a huge win.
Excellent piece by David
Mihm here.
Side Benefits: Outreach to
content sites, inclusion in
listing sites, and the process
of jumping through the
hoops to get these mentions
yield links & citations that
help rankings.
Link & address citation!
Creativity and willingness to invest
in web/inbound marketing are
becoming less the exception, and
more the rule.
#5:
Some marketing ideas are
simply awful
But, hey, at least they’re
trying something.
Critical Mistake: Many local businesses assume
that if the message/marketing doesn’t reach their
target customer, it’s not worthy of investment.
Reality: Reaching influencers (press, media,
bloggers, online reviewers, social accounts, etc)
may actually have a stronger impact that trickles
down through increased
mentions/links/rankings/etc.
How does domination
like this happen?
Not only is Canlis the first
brand on Google, they’re
also at the top of most of the
other lists in the SERPs
It almost seems unfair
that brands can have
this level of influence in
the SERPs.
But there’s a pattern to
all of these businesses
They invest an overwhelming amount of
time and energy into marketing efforts –
most of which fail.
Memorable: Pittsburgh defense attorney Daniel Muessig launched
his independent practice with a video that received national media
attention.
Web Results? Despite Daniel’s
tragic lack of investment in any
web marketing (no website, no
local SEO efforts), searching for
any keywords around his video
brings it up, often above the local
results.
“I’m trying to run a business here. I
don’t have time to figure out the web or
try crazy marketing stuff. I need to
focus on my customers and my bottom
line.”
-The 99% of local businesses that don’t dominate their niche
“Remarkability lies in the edges. The
biggest, fastest, slowest, richest,
easiest, most difficult. It doesn't always
matter which edge, more that you're at
(or beyond) the edge.”
- Seth Godin
5 Keys to Local Search Success in 2014
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/5keyslocalsearch

Weitere ähnliche Inhalte

Andere mochten auch

How to Rank #1 in Google Search Results
How to Rank #1 in Google Search ResultsHow to Rank #1 in Google Search Results
How to Rank #1 in Google Search ResultsLeonardo
 
How Moz Does Video
How Moz Does VideoHow Moz Does Video
How Moz Does VideoRand Fishkin
 
Portable power tools and shop tools
Portable power tools and shop toolsPortable power tools and shop tools
Portable power tools and shop toolsdmaher1974
 
360 Degree Video Production
360 Degree Video Production 360 Degree Video Production
360 Degree Video Production minh đức
 
PR & SEO: A Match Made in Heaven
PR & SEO: A Match Made in HeavenPR & SEO: A Match Made in Heaven
PR & SEO: A Match Made in HeavenSearch Influence
 
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey ResultsMozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey ResultsDarren Shaw
 
Developing a 360-Degree Digital Strategy
Developing a 360-Degree Digital StrategyDeveloping a 360-Degree Digital Strategy
Developing a 360-Degree Digital StrategyHamza Khan
 
Introduction to Mozcon 2015
Introduction to Mozcon 2015Introduction to Mozcon 2015
Introduction to Mozcon 2015Rand Fishkin
 
DIFFERENT TYPES OF ELECTRICAL POWER AND HYDRAULIC TOOLS
DIFFERENT TYPES OF ELECTRICAL POWER AND HYDRAULIC TOOLSDIFFERENT TYPES OF ELECTRICAL POWER AND HYDRAULIC TOOLS
DIFFERENT TYPES OF ELECTRICAL POWER AND HYDRAULIC TOOLSLyn Gile Facebook
 
4 Hotel Marketing Trends for 2017
4 Hotel Marketing Trends for 20174 Hotel Marketing Trends for 2017
4 Hotel Marketing Trends for 2017Leonardo
 

Andere mochten auch (11)

How to Rank #1 in Google Search Results
How to Rank #1 in Google Search ResultsHow to Rank #1 in Google Search Results
How to Rank #1 in Google Search Results
 
How Moz Does Video
How Moz Does VideoHow Moz Does Video
How Moz Does Video
 
Hand and power tool safety
Hand and power tool safetyHand and power tool safety
Hand and power tool safety
 
Portable power tools and shop tools
Portable power tools and shop toolsPortable power tools and shop tools
Portable power tools and shop tools
 
360 Degree Video Production
360 Degree Video Production 360 Degree Video Production
360 Degree Video Production
 
PR & SEO: A Match Made in Heaven
PR & SEO: A Match Made in HeavenPR & SEO: A Match Made in Heaven
PR & SEO: A Match Made in Heaven
 
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey ResultsMozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
 
Developing a 360-Degree Digital Strategy
Developing a 360-Degree Digital StrategyDeveloping a 360-Degree Digital Strategy
Developing a 360-Degree Digital Strategy
 
Introduction to Mozcon 2015
Introduction to Mozcon 2015Introduction to Mozcon 2015
Introduction to Mozcon 2015
 
DIFFERENT TYPES OF ELECTRICAL POWER AND HYDRAULIC TOOLS
DIFFERENT TYPES OF ELECTRICAL POWER AND HYDRAULIC TOOLSDIFFERENT TYPES OF ELECTRICAL POWER AND HYDRAULIC TOOLS
DIFFERENT TYPES OF ELECTRICAL POWER AND HYDRAULIC TOOLS
 
4 Hotel Marketing Trends for 2017
4 Hotel Marketing Trends for 20174 Hotel Marketing Trends for 2017
4 Hotel Marketing Trends for 2017
 

Mehr von Rand Fishkin

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekRand Fishkin
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreRand Fishkin
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019Rand Fishkin
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not InfluencersRand Fishkin
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondRand Fishkin
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachRand Fishkin
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesRand Fishkin
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Rand Fishkin
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better EntrepreneurRand Fishkin
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018Rand Fishkin
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at MarketingRand Fishkin
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebRand Fishkin
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Rand Fishkin
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRORand Fishkin
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's FrameworkRand Fishkin
 

Mehr von Rand Fishkin (20)

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not Influencers
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
 
How to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email OutreachHow to Kick Butt with Your Email Outreach
How to Kick Butt with Your Email Outreach
 
The Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing MistakesThe Big 7 Startup Marketing Mistakes
The Big 7 Startup Marketing Mistakes
 
Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)Why Your Saas Marketing Sucks (and how to fix it)
Why Your Saas Marketing Sucks (and how to fix it)
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
 

Kürzlich hochgeladen

Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 

Kürzlich hochgeladen (20)

Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 

5 Keys to Local Search Success

  • 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com 5 Keys to Local Search Success in 2014
  • 2. Download this Slide Deck bit.ly/5keyslocalsearch
  • 3. This presentation is about how to stand out from the crowd and perform in competitive local niches, not about how to do the basics of Local SEO. Caveat
  • 4. I.E. If you’re trying to get listed in this block: Check out a resource like this one.
  • 5. But if you’re trying to have a dominant local listing presence like this, forge on! Straight-up domination
  • 6. Local businesses must be doing something unique, memorable, & marketing-worthy to stand out in competitive online results. #1:
  • 7. Unique: San Diego’s Cucina Urbana lets you buy wine at retail, then charges corkage, rather than the usual markup
  • 8. SEO Benefits? The quantity of mentions, links, articles, and coverage of Urbana’s unique wine pricing almost certainly helps their rankings (and their Yelp, Urbanspoon, Zagat, etc. ratings).
  • 9. Marketing-Worthy: The Oregon Shakespeare Festival realized that without young theatre-goers, they would eventually be out of business, and thus launched low-priced tickets for patrons between the ages of 19–35 years old.
  • 10. Business Benefits? Although theater attendance nationally has fallen, OSF is breaking their own records every year, achieving 85-95% of seat capacity filled (in a season that runs from March-November) Via http://www.mailtribune.com/apps/pbcs.dll/article?AID=/20131110/NEWS/311100340/-1/TEMPO
  • 11. Creative: In 2011, this bookstore in New Jersey pre-wrapped books, hid the titles, and relied on the clever descriptions and surprising concept to sell the product.
  • 12. Results: The marketing concept spread like wildfire (some articles online suggest it began first in libraries). Today, hundreds of bookstores use it.
  • 13. The Wallingford Beast? Using an old newspaper article as inspiration, the crew from Seattle’s Archie McPhee concocted an entire series of videos, a website, and a tourist attraction inside their store.
  • 14. Margins on $0.50 Tchotchkes Suck. To survive, McPhee had to become a remarkable, unique destination for Seattle’s residents and its visitors. Flexing that marketing muscle over and over again has led to online success, too.
  • 15. Remarkability is what creates the potential for virality and inspires the act of sharing. Those who do/will not create share-worthy local businesses will likely find their niche dominated by someone who does.
  • 16. Breaking up your web presence will seriously get in the way of the rankings you’ve earned & deserve. #2:
  • 17. Main website Where I schedule appointments Where I find discounts & specials
  • 18. Lack of consistency costs: Each of those pages was used as the primary site on different listing sources (for a while, Google even had Bang’s Schedulicity page as the primary map result for their brand)
  • 19. Their main site has everything you might need in a single place, and they’ve never used any other web addresses.
  • 20. Ranking #1, even without the reviews or references their competitors have.
  • 21. Don’t do this. You cannot control the user experience, nor can you guarantee you’ll always have that address.
  • 22. Ditto here – splitting up the main site from the blog can cost citations, visits, and link equity.
  • 23. Saving potential customers a single click or a few seconds can mean the difference between a sale and losing out to the competition. #3:
  • 24. Our brains are rewiring themselves.. As generations who grew up with technology mature, consumers’ expectations for instant gratification from the web & apps will continue to accelerate.
  • 25. Let’s try an experiment: I’m visiting Northern Queensland and check out local attractions on my Tripadvisor app. This crocodile one looks cool…
  • 26. But are they open today?! Tripadvisor usually has an “hours” field, but I guess it’s not here so I’ll have to visit their site. Maybe they have a really complex schedule or something.
  • 27. Oh great, a non- responsive website. Let me just pinch and zoom around and accidentally click the wrong menu item until I click the right one and… man, if they only had the hours on the homepage!
  • 28. 8:30am-5pm every day of the year?! Why didn’t Tripadvisor have that information?! Ugh. Three clicks and almost 200 seconds down the drain!
  • 29. Actually, I was wrong about Tripadvisor. They don’t have an hours field, but they do allow businesses to put hours into their description/info field. This is a very useful hack for all sorts of FAQs you might get.
  • 30. Compare & Contrast: This is my optometrist’s mobile site. It’s not much to look at, but it does get me every piece of info I need extremely fast.
  • 31. Many Platforms Let Consumers Save Time. Filling out Foursquare’s hours, location, menu, etc. can all save an extra click.
  • 32. Many Platforms Let Consumers Save Time. Enabling apps like Yelp to directly hook into a reservation system can yield more bookings.
  • 33. A Basic Checklist: Are the 5-10 most common questions asked in-store, over the phone or in search queries answered (or at least obviously linked-to) on the site’s homepage? Is there a process to regularly review information online (on your site and on any portals) for accuracy? Are the sites that rank in searches for your business name as complete with information as possible? Does the mobile version of your site load quickly and display properly on iOS, Android & Windows Mobile? Have you enabled features that may save consumers clicks/time on popular apps & listing sites?
  • 34. Ignoring non-Google players in the local ecosystem can be fatal to your long-term success. #4:
  • 35. Even if you think your customers only use Google.. Watch out. Local listings are often playing second-fiddle to content sites, local aggregators, and roundups.
  • 36. Barnacle SEO: The process of optimizing your listings, site, business, and marketing to appear in OTHER sites that rank well may be a huge win. Excellent piece by David Mihm here.
  • 37. Side Benefits: Outreach to content sites, inclusion in listing sites, and the process of jumping through the hoops to get these mentions yield links & citations that help rankings. Link & address citation!
  • 38. Creativity and willingness to invest in web/inbound marketing are becoming less the exception, and more the rule. #5:
  • 39. Some marketing ideas are simply awful
  • 40. But, hey, at least they’re trying something.
  • 41. Critical Mistake: Many local businesses assume that if the message/marketing doesn’t reach their target customer, it’s not worthy of investment. Reality: Reaching influencers (press, media, bloggers, online reviewers, social accounts, etc) may actually have a stronger impact that trickles down through increased mentions/links/rankings/etc.
  • 42. How does domination like this happen?
  • 43. Not only is Canlis the first brand on Google, they’re also at the top of most of the other lists in the SERPs
  • 44. It almost seems unfair that brands can have this level of influence in the SERPs.
  • 45. But there’s a pattern to all of these businesses
  • 46. They invest an overwhelming amount of time and energy into marketing efforts – most of which fail.
  • 47. Memorable: Pittsburgh defense attorney Daniel Muessig launched his independent practice with a video that received national media attention.
  • 48. Web Results? Despite Daniel’s tragic lack of investment in any web marketing (no website, no local SEO efforts), searching for any keywords around his video brings it up, often above the local results.
  • 49. “I’m trying to run a business here. I don’t have time to figure out the web or try crazy marketing stuff. I need to focus on my customers and my bottom line.” -The 99% of local businesses that don’t dominate their niche
  • 50. “Remarkability lies in the edges. The biggest, fastest, slowest, richest, easiest, most difficult. It doesn't always matter which edge, more that you're at (or beyond) the edge.” - Seth Godin
  • 51. 5 Keys to Local Search Success in 2014 Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/5keyslocalsearch