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Local Search requires consistent branch level information listed in multiple local listing sites to work effectively. David Whatley from MiShop.local discusses how brands can use their local distribution network to significantly extend their local search footprint. He also talks about the "NAP Anchor" - where consistent Name Address and Phone Number TOGETHER provide the unique identifier for local search, MiShop.local have also commissioned their own market research into why people use local search; and have made some interesting discoveries about what people value in a local listing AND how the telephone number can influence whether a customer calls you or not.
Citation preview
Control your brand in local search
Leveraging addresses
for local search
How brands can extend their
local search presence
LOCAL SEARCH is
more ABOUT your
ADDRESS than your
website!
You don’t need a
website for local search
You need an address
Distance
Relevance
Prominence
Local Search
Drivers
Category
Address
Influenced by
Content
Customer
Reviews
LOCAL
LISTING
SITES
On
LOCAL LISTING SITESare not the same as
LINK BUIDLINGSITES
There are HUNDREDS of
LOCAL Listing Sites
Opening Hours
Name
Address 1
Address 2
Address 3
Phone: 01273 123456
Email: info@yourwebsite.com
Business Description
Products & Services
Vouchers & Promotions
www.yourwebsite.com
20% off Shoes
Shoes, Training Shoes, Nike
Mon – 9.00 to 17.30
Tue - 9.00 to 17.30
Wed - 9.00 to 18.00
Social Media
Photos
Pro
ject Y
ou
r Bra
nd
Lo
ca
lL
isti
ng
s
Who lives at this address?
The address is fixed
BUT
everything else can change
Imagine you are a Search Engine trying to ORGANISE
information about ONE ADDRESS
Each Card represents a local listing site with information about an address.
Name A
Address A
Phone ♯ A
Category A
Name A
Address A
Phone ♯ A
Category A
Name B
Address A
Phone ♯ C
Category A
Name A
Address A
Phone ♯ A
Category A
Name A
Address A
Phone ♯ B
Category A
Name C
Address A
Phone ♯ C
Category B
Name B
Address A
Phone ♯ C
Category B
Name C
Address A
Phone ♯ C
Category A
Name B
Address A
Phone ♯ C
Category B
Name A
Address A
Phone ♯ B
Category A
Name B
Address A
Phone ♯ C
Category A
Name C
Address A
Phone ♯ C
Category B
Name A
Address A
Phone ♯ A
Category A
Name C
Address A
Phone ♯ C
Category B
Name A
Address A
Phone ♯ A
Category A
Name B
Address A
Phone ♯ C
Category A
Name A
Address A
Phone ♯ B
Category A
Name B
Address A
Phone ♯ C
Category B
Search Engines group information around the NAP and Category
Each pile of cards represents a group of LOCAL Listing
sites that have the same information about an address
Which one is correct?What Search Engines AND Customers SeeWhat YOU
WantName A
Address A
Phone ♯ A
Category A
Name B
Address A
Phone ♯ A
Category A
Name B
Address A
Phone ♯ C
Category B
Name A
Address A
Phone ♯ B
Category A
Name C
Address A
Phone ♯ C
Category B
Name C
Address A
Phone ♯ C
Category B
The NAP AnchorTM
NAP
NAP
NAP
NAP
NAP
NAP
NAP
The NAP Anchor
Search engines “ANCHOR” their PLACE PAGE to NAP
details which are matched to Local Listing Sites
This isn’t just about Citations
It’s about GOOD HOUSEKEEPING
A physical
address is
a search
asset
Leveraging addresses to
promote Brands
Opening Hours
Name
Address 1
Address 2
Address 3
Phone: 01273 123456
Email: info@yourwebsite.com
Business Description
Products & Services
Vouchers & Promotions
www.yourwebsite.com
20% off Shoes
Shoes, Training Shoes, Nike
Mon – 9.00 to 17.30
Tue - 9.00 to 17.30
Wed - 9.00 to 18.00
Social Media
Photos
Pro
ject Y
ou
r Bra
nd
Lo
ca
lL
isti
ng
sListing Pages can be
populated with
information about
the brands sold at
that location
Highlighting brands in local
listings gets results
Results
Local
Listings
Sites
Results
Client
Landing
Page
Results
CLIENT
Name
in Title
Results
BRAND
Name
in Title
Results
Brand + Local
works when…
… people search for a brand
rather than a specific product
Brand + Local
works when…
… people know the brand but
not the local retailer or supplier
How can I go local ifI don’t have an address?
PPC
Buy a Physical Address
Buy a Virtual Address
Work with your ‘distributors’
The Options
Working with Distributors
Option 1:
Embed the brand in their listings
Working with Distributors
Option 2: Create separate listings
Same Address
Name A
Phone Number A
Name B
Phone Number B
Get the address owners’
permission!
Tracking
0.0%
1.7%
8.3%
10.9%
27.8%
28.0%
40.6%
52.6%
55.1%
66.6%
77.5%
Offers / Promotions
Videos
Streetview
Images
Description of thebusiness
Directions
Customer Reviews
Opening hours
Website link
Address
Phone number
When you look for a local business online, for
what information are you mainly looking?
©MiShop.local Ltd. 2013
People using local
search are mainly
looking for a phone
number or address
Local Businesses don’t want
‘Clicks’
They want Footfall and Calls
The telephone number
matters
Call us!01273 987498
Click to call!
47% of people are
happy to use
click to call.
©MiShop.local Ltd. 2013
Which number would you call using
your mobile phone?
5.2%
8.7%
8.7%
9.8%
18.7%
28.6%
50.8%
65.8%
79.7%
09
0844
0870
0800
0845
03
02
01
07 Mobile Number
08 Numbers
are a barrier to
Click to Call
©MiShop.local Ltd. 2013
Thoughts for the day
Local SEO needs consistent NAP
details on multiple Local Listing Sites.
Local Listing Sites project your brand
The telephone number really matters
About Us
MiShop.local help National Chains,
Agencies, Franchises and SMEs control
their brand in local search.
We set-up and maintain 250 local
directories and optimise the top 20 most
relevant to your sector AND location with
rich branded content.
David Whatley01273 987498
david.Whatley@mishoplocal.co.uk
www.mishoplocal.co.uk
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