Why local search should be part of your e-commerce strategy

@mishoplocal www.mishoplocal.co.uk

control your brand in local search

David Whatley@mishoplocal

Why local search should be part of your e-commerce

strategy


David WhatleyFounder & Managing DirectorMiShop.local Ltd.

In Local SEO & LLO since 2010 Consultant since 2000


What are we going to look at?

1. Why local search is the bridge between the high-street and your website

2. How brands can leverage their off-line presence to drive e-commerce traffic

3. Why local search traffic is different

4. What makes a good local store landing page


What do we mean by Local Search?

Local3

Stack

When people search for “Product” or “Service” + “Location”

You need a physical address to appear in local search


What do we mean by Local Search?

You need a physical address to appear in local search


LOCAL organic search is dependent on:

Google My Business

AND

Local Listing Sites

1. Consistent NAP*

2. Consistent Categories

3. Rich Content**

4. Customer Reviews

5. Links to location specific web-pages

ON

* NAP - Name, Address and Phone Number** Content - Business description, photos, logo, videos, key words, etc,


WebsiteHigh Street

Local search is a bridge between the high-street and your website.


Website Clicks High StreetBricks

Or the bridge between bricks and clicks...


Location is a HUGE search filter

KEYWORDS

LOCATION

RESULTS


e-commerce sites compete nationally

Competitor

Your e-commerce

Site


Retail shops compete locally……..



which means reduced online competition

Competitor e-commerce

site

Your e-commerce

Site

Competitor e-commerce

Site



A high-street presence is a strategic asset in search


Local retailers will outperform web only retailers in local search


Leverage your local presence to drive more traffic to your website

Location A Location B


What do people search for locally?(Understanding the local customer journey).


People searching for a local retailer are typically looking for:

Opening Time Directions A number to call Store information A website


Local search is a bridge between the high-street and your website.

Brand Store

Local Search Result

Click to callClick for directions

Click to website

Brand Website


StoreA

local search results should point to a locally optimised store page:

Store A

Store B

Store C

Store n

Brand Website

Local Search Result


StoreA

Store pages should be locally optimised:

Brand Website

Store C

Store n

Store AAddress

Phone Number

Opening Times

Location Specific Content

Local Search Result


Store pages are often neglected or side-lined in e-commerce website.

YET

Local search can raise awareness of your e-commerce services


In LOCAL search..Store pages are the front door to your website!

They should be:• Informative• Inviting• Inspiring


Linking to an un-optimised store page is

like asking a customer to enter your shop by the

back door!


local search results not linking to local store pages Store pages not optimised for local or mobile Very basic store information No Call-to-Action No Click-to-Call No visible link to e-commerce services

Common issues with local landing pages:


The primary objective of local search is to find local information not necessarily to transact online….

HOWEVER,

Local search can raise awareness of your e-commerce services or even convert to a transaction.

Local customers aren’t necessarily e-commerce customers (YET)!


A good local search experienceWe like Schuh


NAP in microformat and consistent with local listingsLocation Specific

Landing Page

Location specific content in schema Suggest Adding

Click to Collect (for relevant stores)

CHECK IN-STORE STOCKLocation specific Stock Check

Clear store page naming

A good local store page

Opening Times


A good local mobile site


A lost opportunity to show off e-commerce & click-to-collect facilities


Debenhams’ e-commerce site does have a store finder, but: Local search results don’t point to it There are no store page to link to.

Make sure you can link to store pages in your e-commerce site


Good local content but not mobile optimised

Yet Pets At Home does have a good mobile site and store finder.

Check your linking to a mobile friendly store page


Don’t make it difficult for customers to find store information


Does it need to be so difficult to find store information?

Different SiteKeep looking!!


No store information (at all)

Provide the information that local searchers are looking for

No Opening Times

No Branding

No Ownership


Leveraging an addresses for local search


Retail

Concessions

Offices / Depot

Service Area Business

There are four types of business address

You go to them

They come to you

You might go to them


Retail Stores Should be listed with a unique NAP

NAP & URL listing conventionName Store X

Address

1 High StreetA Town

SW1 1AB

Phone Number 01273 123456

URL www.storex.com/branchx

Store X


Store XBA

DC

Retail Store X Concession Brands

Brand ABrand BBrand CBrand D

Concession BrandsShould be listed with unique NAPs



www.branda.com/branchx

www.brandb.com/branchx

www.brandc.com/branchx

www.brandd.com/branchx

Address

1 High Street

A TownSW1 1AB

1 High StreetStore XA TownSW1 1AB




Name Store X Brand A Brand B Brand C Brand D

Phone Number 01273 123456 01273 456789 01273 232323 01273 454545 01273 787878

Concession brands must have unique NAP listings

Name Store X Brand A Brand B Brand C Brand D

Address

1 High Street

A TownSW1 1AB





Phone Number 01273 123456 01273 456789 01273 232323 01273 454545 01273 787878


www.branda.com/branchx

www.brandb.com/branchx

www.brandc.com/branchx

www.brandd.com/branchx

1 Store + 4 Concessions = 5 Different NAP & URL Listings

Same Address

Different Names

Different Phone Number

Different URL

1 2 3 4 5NAP

Same Address

Different Names

Different Phone Number

Different URL

Name

Address

Phone Number

URL


Summary:

Local search is a bridge between the high street and your website

A physical address is a strategic asset in online search

NAP details must be listed consistently & link to the store page

Point customers to the local information they are searching for (first), BUT

use the opportunity to raise awareness of your ecommerce services.

Optimise your store pages for local and mobile


Local Presence and Reputation Management for Brands

[email protected] 987498

www.mishoplocal.co.uk@mishoplocal

Marketing

Why local search should be part of your e-commerce strategy