ITT Tech LocalFeed Google Place Pages 01 11 Final

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  • 1. Local Search Opportunities
    ITT Technical Institute
    January 2011
    1

2. Agenda

  • A Trend Toward Local Search

3. The Changing Media Landscape 4. The Local Opportunity 5. Local Listings Management 6. Google Place Page Optimization 7. Program Summary 8. Appendix2
9. A Trend Toward Local
3
10. The Changing Media Landscape
4
Since 2009 local search site share increased 10% for school categories
School Search Share
(2009-2010)
+10%
Source: 15miles/comScore Local Search Usage Study, 2010
11. The Changing Media LandscapeGrowing Local Marketplace
5
Local Search Volume is GrowingExponentially
at 50% Each Year
1 billion local searches
per month in 2009
1.5 billion local searches
per month in 2010
2.3 billion local searches
per month in 2011
3.45 billion local searches
per month in 2012
Source: Mobile Website Design Discover Why Your Business Must Have One Designed; Ezinearticles.com, September 2010.
12. The Changing Media LandscapeLocal Search Marketplace
6
of local business searchers
cited online as their primary source of local business information.
70%
of local business searchers
expect the business results to be within 15 miles of their location.
64%
Source: 15miles/comScore Local Search Usage Study, 2010
13. 7
The Changing Media LandscapeGoogle & Local Search
Google made Local Search a priority in 2009 and 2010 evident from the following:

  • Returns local results on queries without geo-modifiers

14. Enhanced Business Listingsan effort to create a simple advertising vehicle for local businesses 15. Broadening what it considers local reviewssentiment analysis now includes hyperlocal blogs, local portals and news sites 16. April 2010 Google launches Places allowing local business to optimize their listings 17. October 2010 - Google Search goes local with place search placing more precedence on local business information - the top websites appearing in the organic listings are now those with Place Page profilesLocal tags
Service Areas
QR Codes
18. The Changing Media LandscapeGoogle Places Stats & Facts
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19. The Local Opportunity
Local Listing Management
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20. Local Listing Management Local Listing Accuracy
Inaccurate Business Information
Searches were conducted in several markets for branded and non-branded terms on Google Maps, Yahoo! Local and Bing Maps. All had results that included inaccurate listings.
Are Listings Accurate?
Key Local Listings Considerations

  • Inclusion: Increased visibility in local business listings

21. Accuracy: Improve the accuracy of your information. 22. Enrichment: Build out your profile page with robust data (hours of operation, products and services for example)Incorrect Address or Phone Number
Nothing is more frustrating for a customer on-the-go than showing up to a location and finding out that its not where it should be, or trying to reach a business and finding its phone number is incorrect.
Note: Searches were conducted on 1/14/2011 by searching for College, City Name, State (Ex. College, Fort Wayne, IN) , University, City Name, State (Ex. University, Bessemer, AL), or ITT, City Name, State (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information.Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
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23. Local Listing Management Inaccurate Business Listing Information
Lack of Consistency with Business Name
Note: Searches were conducted on 1/14/2011 by searching for College, City Name, State (Ex. College, Fort Wayne, IN) , University, City Name, State (Ex. University, Bessemer, AL), or ITT, City Name, State (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information.Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
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24. Local Listing Management Local Listing Visibility
% of Locations Appearing within the first 3 pages of results on Google Maps, Yahoo! Local and Bing Maps
Are Listings Accurate?

  • Searches for the keyword College and University, along with each locations city name and state were conducted for 10 of ITT Techs locations

25. 57% of locations in total were found on the 3rd page or were not visible within the first 3 pages of resultsNote: Searches were conducted on 1/14/2011 by searching for College, City Name, State (Ex. College, Fort Wayne, IN) , University, City Name, State (Ex. University, Bessemer, AL), or ITT, City Name, State (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information.Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps.
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26. Local Listing ManagementWhy 15miles
LocalFeed improves local information in over 160+ access points
Data distribution among local search sites is extremely extensive.
Trying to capture and correct incorrect business information is very time-consuming and nearly an impossible task for one person.
15miles provides a proactive approach to help correct inaccurate local listings at the source.

  • 15miles feeds listing information to Localeze, InfoUSA and Acxiom.

27. 15miles also uploads data directly to Google via the Local Business Center. 28. We also have the ability to upload clients data directly to IYP sites such as Superpages.com and YP.com