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BEING NATIONAL, GOING LOCAL LOCAL MARKETING FOR THE ENTERPRISE
Manish Patel
Fast Facts
Consumers Don’t Think Channels – Why Should Brands?
Consistent Data, Central Database
Local MarkeJng is Complicated!
Unified LocaJon Data is the SoluJon to Complexity
Local Search Can Define Your Brand’s Image
► Don’t let this happen to your brand – claim your profiles!
Brands Need to Defend Their Turf
► National brands face search competition for their own brand names ► Without a Local strategy, 3rd parties will steal brand traffic
Local Profile Claiming – Complete, Consistent, Correct
► Claiming your profiles ensures brand consistency and data accuracy ► Claiming is also key to effective Local SEO
► Search engines have strict guidelines on data quality ► Many brand location databases don’t conform to these quality standards ► Claiming locations means investing in local data quality
Claiming Challenges – Internal Data Quality
Claiming Challenges – Support for the Enterprise
► Some engines have developed some support for brands ► Others are lagging behind ► Dealing with platforms designed for SMBs remains a huge challenge
Publisher Bulk Upload Support Analytics
Google Excellent Poor Good
Bing Excellent Excellent None
Yahoo None Poor Poor
Foursquare Fair Good Good
Facebook Fair Fair Good
Yelp None None Good
Local Means Mobile
► Mobile continue to dominate the Local landscape ► Brands need to meet this demand across all channels
• National QSR Brand – 54% Mobile traffic through 2012 • National Fast-Casual Brand – 50% Mobile traffic through 2012 • National Retail Brand – 37% Mobile traffic through 2012
► In the screenshot below – mobile grows from 26% to 35% in 2012
Local Pages – The Center of the Local Web
► Matt Cutts circa 2010 – “Create a webpage for every location” ► Local Pages are a unifying local presence for each business
The Mechanics of Local Pages
Dynamically optimized page elements
Optimized URL
Leads system
Keyword-rich navigation
Store-specific Information
Optimized Keywords
Keyword-rich contents
Social Network integration
Local Page Social IntegraJon
► Add Open Graph meta tags to pages ► Drives indexation on Facebook ► Drives impressions and clicks from Facebook news feed
Local AnalyJcs – Measuring Value
► Analytics provided by Local Publisher is often hard to access for brands ► However data does exist, if brands have the resources to capture it ► Aggregating Local analytics can help to measure ROI
Metric Volume Value Revenue Google+ Local Actions 684,791 $0.50 $342,395
Google+ Local Impressions 5,460,586 $2 CPM $10,921
foursquare Checkins 103,352 $0.75 $77,514
Facebook Likes 275,331 $1.00 $275,331
Facebook Impressions 7,923,100 $.50 CPM $3,961
Yelp Profile Views 517,518 $0.50 $258,788
Yelp Mobile Calls 3,277 $5.00 $16,385
Why NaJonal Brands Are Going Local -‐ Reach
► Consumers are more likely to use Search than visit your website ► Brands need to understand and optimize for this shift in user behavior ► The reality is – for many brands, more consumers will see local profiles than any other web asset
Why NaJonal Brands Are Going Local -‐ Return
► One of the nation’s leading Arts & Crafts retailers with over 1,000 locations ► From June-October 2012:
• Google+ Local generated nearly 30 million impressions and 2 million actions • Local Pages generated more than 2 million unique organic visits • Combined local search traffic grew more than 40% over 5 month period
Why NaJonal Brands Are Going Local -‐ ROI
► This leading national retailer implemented a Local SEO program alongside a traditional Google AdWords campaign
► Comparing performance of both campaigns demonstrates the value of local SEO • Through 2012, PPC drives ~3 million clicks at a cost of $2.5 million • Through 2012, Local Search drives ~5 million clicks at a cost of under $250,000
Channel Visits YTD Cost YTD Cost per Visit
PPC ~3,000,000 ~$2,500,000 $0.80
Local ~5,000,000 ~$250,000 $0.05
Average Google page rank for following keywords:
“Brand name” + “San Francisco, CA” “Grocery Store” + “San Francisco, CA”
Average Search Rank -‐ States
Summary – Final Takeaways
► For national brands, the local SEO process includes • A webpage for every location • Claimed profiles for every location
► This process is challenging! • Local publishers often aren’t designed for scale • Local data, internal and external, is tough to manage • Bugs, glitches, and quirks are magnified when trying to operate at scale
► Despite the challenges, local SEO offers huge value for brands • Double-digit growth in YoY local search volumes • Many times greater ROI on local than PPC • Claiming & optimization really work!
