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Digital Presence and (Local) SEO
Fundamentals
Damian RollisonDirector of Product
Consumers use multiple devices to search online for local businesses.
Bottom line: If you’re not managing your digital presence, you’re losing business to your competitors.
Search Marketing
Contextual Marketing
Proprietary Listings
Organic Listings
Name-in-Mind Search
Organic digital marketing: Anything you can do to appeal to online customers on your own with hard work and little to no budget
Why is organic digital marketing indispensable?
Your data’s already out there...
http://www.wired.com/2014/07/hacking-google-maps/
Multiple Paths to Purchase
Bing Organic
Secondary Directories
Google Maps
Bing Places
Google Organic
FoursquareYelp Facebook
Bing
Your Website
ApplePlatform Layer
Service Layer Apple Maps
Site Layer
Destination Layer Store Visit or Service Call
Which Sites Matter Most?
The “Big 6”
► Five things to focus on:
● NAP (name, address, phone number)
● Category or categories● Hours● Photos● Link to your website
Claiming Essentials
Can you spot the claimed listing?
T.A. Roberts looks like they’re paying attention
Jim Bustos doesn’t
Random photo
Nobody’s home
Ready to take it to the next level?
Secondary Directories
Data Aggregators
www.bingplaces.com www.mapsconnect.apple.com
Get Listed: Maps
www.google.com/business
biz.yelp.com business.foursquare.com/claim
www.facebook.com/business/learn/set-up-facebook-page/
Get Listed: Social Sites
www.databyacxiom.com/small-businesses.htmlhttp://www.expressupdate.com/search
https://www.factual.com/contact#update_add_business https://www.neustarlocaleze.biz/directory/us/
Syndicate Your Data: Aggregators
Every place you appear online is an opportunity to engage customers.
The point is to: • Be present where customers are searching • Be available for discovery• Give customers multiple paths to your door• Create opportunities for feedback and engagement
And remember the ten places that matter most.
Don’t worry …