Power to the People: Human-Centric Local Search Marketing

Power to the People:

Human-Centric Local Search MarketingBy Cori Shirk

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Questions or problems? Email [email protected]

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#Mozinar @corishirk | Seer Interactive

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Listings &Users & Citations &Ratings &Links & Content.





“customer experience”


The product of an interaction between an organization and a customer over the duration of their relationship.




Five W’s


Who: NAP + Logos


What: Categories


Where: Lat/Long,Neighborhood,

Containment Stores


When: Store Hours


Why: Business Description


Who: NAP + LogosWhat: CategoriesWhere: Lat/Long, Neighborhood,Containment StoresWhen: HoursWhy: Business Description


Field LiftURLs 2.16x

Menu 2.12x

Logo 1.99x

Hours 1.84x (2.20x onYelp)

Twitter Handle 1.83x

Facebook Page URL 1.54x

Videos 1.59x

Payment Options 1.58x

Photo Gallery 1.61x

Descriptions 1.45x

Product List 1.11x

http://offers.yext.com/socialpros


20% decline in site traffic from iPhones

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© Kaleb Fulghamflickr.com/photos/kalebdf


Time invested:• 1 hour thinking• 30 minutes researching• 10 minutes sending email

Return on investment:• 2 links• 9 conversions• $4,500 revenue



Average PPC CPL: ~$150

Cost of 9 Leads via PPC: ~$1,350

Revenue Driven from 10 Minute Email: $4,500



[city] inurl:discount OR inurl:benefits OR inurl:membership AND inurl:benefits OR

inurl:employee OR inurl:student






Siteliner.com


NOT GREAT






Ad #1 Ad #2


Quality End-of-Life Care

Tailored

Pioneer & Leader in

Hospice Care


CTRAd Copy Peoria SoCalQuality End-of-Life Care Tailored 2.13% 0.71%Pioneer & Leader in Hospice Care 0.78% 1.99%

goo.gl/m8easW#Mozinar @corishirk | Seer Interactive

survey

How long have you lived in the community you serve?

Where did you attend college or grad school?

What do you like to do in your spare time?

https://www.flickr.com/photos/plings/#Mozinar @corishirk | Seer Interactive

survey

seer.is/1nuN9VS

https://www.flickr.com/photos/plings/#Mozinar @corishirk | Seer Interactive


Keyword Research

You can’t ignore them

Reviews:





Listings &Users & Citations &Ratings &Links & Content.


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Thanks!


Email: [email protected]

Twitter: @corishirk

Website: www.seerinteractive.com

Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!

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