BrightonSeo - MiShoplocal - Scaling and Controlling Your Brand in Local Search

Scaling Local Citations and Managing Your Brand in

Local Search

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

Categories

Address

Influenced by

Content

Customer Reviews

LOCAL

LISTING

SITES

On

Local Listing Sites are not the same as Link Building Sites

There are HUNDREDS of LOCAL Listing Sites

Opening Hours

NameAddress 1Address 2Address 3

Phone: 01273 123456

Email: [email protected]

Business Description

Products & Services

Vouchers & Promotions

www.yourwebsite.com

20% off Shoes

Shoes, Training Shoes, Nike,

Mon – 9.00 to 17.30Tue - 9.00 to 17.30Wed - 9.00 to 18.00

Social Media

Photos

Project YourBrandLo

cal L

istin

gs

The address is fixed

BUT

everything else can change

Who lives at this address?

Imagine you are a Search Engine trying to ORGANISE information about an ADDRESS

What Search Engines and Customers See

What YOUWant

Which one is correct?

Local Listing Optimisation Increases your local search footprint

1st.Google Places

Results

Local Listing Sites

Appear in Local Search Results

Results

Client Listed on Landing

Page

Results

Client Name

Displayedin Listing

Title

Results

A physical address is a search asset

Local Listing Optimisation

Scaling

1. Clean N.A.P2. Content Prep.3. Claim4. Communicate5. Co-ordinate6. Control7. Continue (Maintain)

The 7 CsScaling:

1. Clean N.A.P

2. Content Prep.

Keep Content Simple

Address LogoBranch Images

Web Links

Products & ServicesOpening Hours

Product ImagesName

Phone Number

Email Business Descriptions

Social Media Links

Branch Specific

Branch GenericEither

The more branch variety – the harder to maintain

Categories

Business DescriptionSpace varies by listing site.

Use the space!

800

500350

10001500

200

Characters

LOGOYOUR

Listing sites use different sized logos

Incorrectly sized logos can be distorted

Too Small

Too Big

Stretched

Squashed

Cropped

Blurred

Pixelated

Annoying

Fashion Shop Or Uniform Supplier?

Categories

Categories Must be Correct & Consistent

Branch List MasterBranch Name

Contact Name

Address Line 1

Address Line 2

Town CountyPost Code

PhoneBusiness

Email200 350 500 800 1000 1500

Branch 1 Manager Address Line 2 Address Line 2 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut


Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 2 Manager Address Line 3 Address Line 3 Town County BN1 2GN 01273 987498 [email protected] Lorem ipsum dolor sit amet,

consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut























































































































Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Branch 22 Manager

Branch GenericBranch SpecificBranch Detail

Branch Detail

Approve Content and NAP

beforestarting work

3. Claim Your Place

Claim Sites Relevant to Your

Sector and Location

0 Not Listed

1 Listed - but incorrect

2 Listed but incomplete

3 Listed with content

4 Claimed but unoptimised

5 Claimed and optimised

Key

Presence – The extent to which a branch is listed across multiple sites

Completeness – The extent to which a branch is represented across these sites

Branch Score – The local search rating for a given branch

Directory Score – The extent to which the directory and its features are utilised

Branch Google Places

localdatasearch

scoot

touchlocal

shopping-time

Bing

uk.nom

aofoursquare

thom

sonlocal

localstore

yell

localmole

qype

manta

primeplace.nokia

yelp

townpages

uk.local.yahoo

bizwiki

hotfroguk

cylex-uk

theigroup

placeslocally

mysheriff

freeindex

Pres

ence

Com

plet

enes

s

Bran

ch S

CORE

1 Durham 4 3 2 2 2 2 2 0 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 76% 35% 27%2 Bath 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 2 1 0 0 0 0 0 0 76% 34% 26%3 Chester 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 0 2 0 2 0 0 0 0 0 0 68% 32% 22%4 Brighton 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 0 0 0 0 64% 30% 19%5 Harrogate 4 3 2 2 2 2 2 2 0 2 2 1 2 2 2 0 0 0 0 0 0 0 0 0 0 56% 26% 14%6 Leeds 4 3 2 2 2 2 2 2 0 2 2 0 2 0 0 3 0 0 0 2 0 0 0 0 0 52% 26% 13%7 Aldeburgh 4 2 2 2 2 0 2 2 2 2 2 2 0 2 0 0 0 0 0 0 2 0 0 0 0 52% 24% 13%8 Nottingham 4 3 2 2 2 1 3 2 0 2 2 0 1 2 2 0 0 0 0 0 0 0 0 0 0 52% 24% 13%9 Aberdeen 4 3 2 2 2 2 2 1 0 2 2 1 2 2 0 0 0 0 0 0 0 0 0 0 0 52% 23% 12%10 Tunbridge Wells 4 3 2 2 2 2 2 2 1 0 2 2 2 0 0 0 0 0 0 0 0 0 0 0 0 48% 22% 11%11 Manchester 4 2 2 2 2 2 2 2 0 2 0 1 0 2 0 2 0 0 0 0 0 0 0 0 0 48% 22% 10%12 Glasgow 4 1 2 2 2 2 2 2 0 2 1 0 0 0 0 2 0 0 0 0 0 0 0 0 0 44% 19% 8%13 Wimbledon 4 3 2 2 2 2 1 0 0 2 0 1 2 0 0 0 0 0 0 0 0 0 0 0 0 40% 18% 7%14 York 4 3 0 0 2 0 2 0 1 2 2 0 0 2 2 0 0 0 0 0 0 0 0 0 0 36% 17% 6%15 Chichester 4 0 2 2 2 2 0 2 0 0 1 2 2 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%16 Belfast 4 1 2 2 2 2 0 2 0 0 1 2 0 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%17 Exeter 1 3 2 2 0 1 2 2 0 2 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 36% 14% 5%18 Kingston 4 3 2 2 2 2 0 2 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 32% 16% 5%19 Manchester 4 1 2 2 2 2 2 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 32% 15% 5%20 Cardiff 4 0 0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 8% 5% 0.4%

Directory Score 77% 77% 36% 36% 36% 32% 32% 31% 30% 30% 26% 21% 21% 20% 14% 13% 8% 7% 5% 4% 2% 0% 0% 0% 0%


localdatasearch

scoot

touchlocal

1 Durham 4 3 2 2 2 2 2 0 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 76% 35% 27%2 Bath 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 2 1 0 0 0 0 0 0 76% 34% 26%3 Chester 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 0 2 0 2 0 0 0 0 0 0 68% 32% 22%4 Brighton 4 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 0 0 0 0 0 0 0 0 0 64% 30% 19%5 Harrogate 4 3 2 2 2 2 2 2 0 2 2 1 2 2 2 0 0 0 0 0 0 0 0 0 0 56% 26% 14%6 Leeds 4 3 2 2 2 2 2 2 0 2 2 0 2 0 0 3 0 0 0 2 0 0 0 0 0 52% 26% 13%7 Aldeburgh 4 2 2 2 2 0 2 2 2 2 2 2 0 2 0 0 0 0 0 0 2 0 0 0 0 52% 24% 13%8

9 Aberdeen 4 3 2 2 2 2 2 1 0 2 2 1 2 2 0 0 0 0 0 0 0 0 0 0 0 52% 23% 12%10 Tunbridge Wells 4 3 2 2 2 2 2 2 1 0 2 2 2 0 0 0 0 0 0 0 0 0 0 0 0 48% 22% 11%11 Manchester 4 2 2 2 2 2 2 2 0 2 0 1 0 2 0 2 0 0 0 0 0 0 0 0 0 48% 22% 10%12

13

14 York 4 3 0 0 2 0 2 0 1 2 2 0 0 2 2 0 0 0 0 0 0 0 0 0 0 36% 17% 6%15 Chichester 4 0 2 2 2 2 0 2 0 0 1 2 2 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%16 Belfast 4 1 2 2 2 2 0 2 0 0 1 2 0 0 0 0 0 0 0 0 0 0 0 0 0 36% 16% 6%17

18

19

20


localdatasearch

scoot

touchlocal



13


18

19

20

Local Listing Audit

0 Not Listed

1 Listed - but incorrect

2 Listed but incomplete

3 Listed with content

4 Claimed but unoptimised

5 Claimed and optimised


localdatasearch

scoot

touchlocal



13


18

19

20

0

0

1

125

4. CommunicateTell the branches what you are doing and what

they need to do

Expect verification calls

You need a Branch

Communication Plan

Gather Data

Prepare Data and Content

Notify Branches

Set-up and Claim Listing Sites

Set-up and Claim Google Places

Maintain

5. Co-ordinateGather Data

Prepare Content

Notify Branches

Set-up & Claim Listing Sites

Set-up & Claim Google Places

Maintain

Notify BranchesSign-Off to Go

1 2 3 4 5

6. Control

Login Emails & Passwords

Branch Changes

Telephone Numbers

Don’t let yourself go!

7. Continue

Are you in control of your local brand presence?

Are your branches a search asset?

Thoughts for the day

Thank You

David WhatleyMiShop.Local07891 360057

Internet

BrightonSeo - MiShoplocal - Scaling and Controlling Your Brand in Local Search