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Location Services SMX PanelChris Travers, President & [email protected] | 203.293.8848
Local Search Has Gone From Sticking Pins In Maps…
…To Sticking Pins Into People And Places
Address & Map
What’s Nearby
How Good Is That Place
Who’s Nearby
How “Worthy” Is That Person & Their Opinion
From Identification to Reputation
Profiles – Can be a Vulnerability
•You should only create or claim profiles you are prepared to manage long term.
•Or populate with data not likely to change.
Profiles – Can be a Vulnerability
•Use specialized services that manage listings centrally.
• Now social profiles & postings too –increasingly complex to manage.
•PingFM, PixelPipe, Postling etc
Businesses are Challenged
Key elements of concern – fragmented over multiple platforms
Listings and Profiles – Search and Social
Monitor Reviews, Mentions, Ratings, Competitors
Posting Updates Everywhere
Advertising, Coupons & Related Analytics
Facebook LinkedInCheck-in
Sites
Twitter Blogs Websites
Is Facebook the only content management system SMBs need?
Social CMS >>
Integrated Dashboards
Syndication Claiming Verification Video Visibility Reputation Branding
Search Engines
Directories
Mobile, 411 & GPS
Social Networks
Syndicate Listings Across the Digital Search Landscape
Businesses First Need
ClaimingSyndication Verification Video Visibility Reputation Branding
Businesses First Need
Yahoo
Bing
Yellow Pages Sites
Claimed Business Listings Protect Identity
Syndication Claiming Verification Video Visibility Reputation Branding
Businesses First Need
Acknowledge Verification calls
Verify claimed listings
Add links to Verification badges
BBB, Chamber of Commerce
Added Credibility with Verification
Syndication Claiming Verification Video Visibility Reputation Branding
Businesses First Need
Videos can be simple
It’s about the narrative text
Post broadly
Google wants video site maps
Broad Distribution of Video Profiles
Syndication Claiming Verification Video Visibility Reputation Branding
Businesses First Need
Free Search Tools GetListed, AmIVisible, UBL – APIs and data extraction
Citations Where the listings appear or are omitted
Data Errors Which fields are inaccurate
Visibility Analysis and Presence Reports
Syndication Claiming Verification Video Visibility
Reputation Branding
Listing Audit
Syndication Claiming Verification Video Visibility
Reputation Branding
Some better for the Enterprise
SMBs – Simplicity & Easy Links to Corrections
Syndication Claiming Verification Video Visibility Reputation Branding
Reputation Monitoring
See reviews, comments, blog posts, photos, and videos about your business
React quickly to any negative reviews
View useful snapshots of consumer sentiment
Compare yourself with competitors in your region and category
Monitor Listings, Reviews, and Social Mentions
Manage your social presence in one integrated dashboard
Syndication Claiming Verification Video VisibilityReputation
Branding
Some Leaders in the Field
Syndication Claiming Verification Video VisibilityReputation
Branding
Monitor Dashboards
Syndication Claiming Verification Video VisibilityReputation
Branding
Competition Tracking
ReputationSyndication Claiming Verification Video Visibility Branding
Alerts for the “buzzed-about”
Syndication Claiming Verification Video Visibility Reputation Branding
Social Profiles = Branding
Search tools show where your brand is available as a user name across social sites – Knowem
Claiming services reserve brand user name on hundreds of sites
Ensure brand consistency, gain broad exposure for your business, and protect trademarks
Claim Your Brand on Social Networks
Listings Evolution & Opportunity
•Definition of what is a business listing is evolving.
•Now seeing “installation” listings for services inside venues or other businesses.
•Opportunities for Brands to not be subordinated.
Not every publisher recognizes this or has access to the data via its data aggregator.
Inconsistent Publication
A query from a Long Beach, CA user
Local Search is not Local
UBL at SMX
Booth Number 206
Chris Travers
President and Co-Founder
203-293-8848
http://twitter.com/UBLorghttp://www.facebook.com/UniversalBusinessListing
The importance of
external citations
from national &
local directories
and social networks
like Yelp and even
Twitter-based sites.
Additional Data Points
• Every data field accepted by a publisher represents traffic and revenue opportunities.
• Businesses overlook simple ones that are vital – like Hours Of Operation.
• Video is the future – even if it is a simple slideshow hosted on YouTube.
• Small businesses find it easy to use a Facebook page if they do not have a Website.
• Products• Services• Brands• Keywords• Parking Options• Professional Services• Languages• Alternative Name• Anchor/Host Business• Unofficial Landmark• Price Range• Restaurant/Bar Types• Dress Code• Smoking Preference• Zagat Rating
• Department Store Information
• Complex Information• Electronic Store
Information• Car Dealer Information• Bike Dealer Information• Concert Place
Information• Restaurant Information• Airport Information• Hotel Information• Shopping Center
Information• Casino Information• Amusement Park
Information• Landmark Information• Recreational Information• Bar Information• Convenience Store
Information• Golf Course Information• Semi-Private HOO for
Public
Enhanced Data Fields In Anchor Data Sets
•Additional General Content
• Storefront Photos• Business Descriptions• Products (Pizza, Stromboli / Party Supplies, Balloons)
• Services (Hair Coloring, Manicures, etc.)
• Brands (Nikon, Minolta, Canon, Sony, etc.)
• Keywords (Accounting, Auditing, Bookkeeping, Taxes, etc.)
• Languages Spoken• Alternative Business Names (AKA names – e.g. “KFC”, “Kentucky Fried”)
• Anchor / Host Business (Walmart, Target, Safeway, etc.)
• Unofficial Landmarks (e.g. "Next to the YMCA")
•Additional URL's / Links
• Facebook• Twitter• YouTube• Alternative Social URL (Foursquare, Gowalla, etc.)
• Coupon Links• Logo Links
Enhanced Content (All Businesses)
Restaurant Information
• Reservations
• Banquet Rooms
• Bar
• Valet Parking•
Airport Information
• Shuttle Service
• Types of Restaurants/Lounges
• Long/Short Term Parking
• Internet Connections
• Check-In Kiosks
Casino Information
• Valet Parking
• On-Site Restaurant/Lounge
• Check Cashing Service
• Keno
• Bingo
Shopping Center Information
• Anchor Stores
• Food Court
• ATM's
Hotel Information
• Internet Access
• Indoor/Outdoor Pool/Hot Tub
• Exercise Facility
• Restaurant/Lounge
• Pet Friendly
• Room Service
• Cable TV
• Continental Breakfast
• Shuttle Service
• Kitchens
• Meeting Rooms
• Guest Laundry
• Valet Parking
Amusement Park Information
• Adult or Kid Rides
• Water Park
• Live Entertainment
• Lodging/Campground
• Seasonal Hours
• Price Range
Enhanced Content (Category Specific)
Bar Information
• Type
• Live Entertainment
• Smoking Preference
• Food
Recreational Information
• Park Permit Required
• Number of Tent/RV Sites
• Emergency Shelter
• Sheltered Picnic Areas
• Reservations
• Swimming/Fishing/Boating Areas
• Fire Pits
• Equipment Rentals
Convenience Store Information
• Public Restrooms
• 24 Hr Convenience Store
• Handicap Service Attendant
• Food/Restaurant
Landmark Information
• Admission Cost
• Park Permit Required
• Lodging/Campground
• Gift Shop
• Museum
• Visitor Center
• Restaurant
Golf Course Information
• Golf Equipment Rental
• Caddy Service
• Championship Course
• Semi-Private Hours of Operation for Public
• Dress Code
• Valet Parking
Enhanced Content (Category Specific)
Google Custom Attributes in Bulk Upload
Cuisine, Dress
Code, Hotel
Rating, Ambien
ce…
How To Make Business Disappear
1. Messing with names – stuffing keywords
2. Call tracking numbers
3. Address social climbing
4. Category lapses
5. Missing data elements
6. Insufficient distribution!