ITT Tech LocalFeed Google Place Pages 01 11 Final

Proprietary and confidential. Do not distribute.

Local Search OpportunitiesITT Technical InstituteJanuary 2011

1


Agenda

• A Trend Toward Local Search

• The Changing Media Landscape

• The Local Opportunity

• Local Listings Management• Google Place Page Optimization

• Program Summary

• Appendix

2


A Trend Toward Local

3


The Changing Media Landscape

4

Since 2009 – local search site share increased 10% for school categories

Source: 15miles/comScore Local Search Usage Study, 2010

School Search Share(2009-2010)

+10%

2009 2010

4% 3%

19%29%

76%68%

IYP Local General


The Changing Media LandscapeGrowing Local Marketplace

5

Source: Mobile Website Design – Discover Why Your Business Must Have One Designed; Ezinearticles.com, September 2010.

Local Search Volume is Growing

Exponentially at 50% Each Year

1 billion local searches per month in 2009

2.3 billion local searches per month in 2011




The Changing Media LandscapeLocal Search Marketplace

6

70%

Source: 15miles/comScore Local Search Usage Study, 2010

of local business searchers cited online as their primary source of local business information.

64% of local business searchers expect the business results to be within 15 miles of their location.

Proprietary and confidential. Do not distribute.7

Google made Local Search a priority in 2009 and 2010 evident from the following:• Returns local results on queries without geo-modifiers

• Enhanced Business Listings—an effort to create a simple advertising vehicle for local businesses

• Broadening what it considers local reviews—sentiment analysis now includes hyperlocal blogs, local portals and news sites

Local tags Service Areas QR Codes

• April 2010 – Google launches Places allowing local business to optimize their listings

• 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 profiles

The Changing Media LandscapeGoogle & Local Search


The Changing Media LandscapeGoogle Places Stats & Facts

8


The Local OpportunityLocal Listing Management

9


Local Listing Management Local Listing Accuracy

Key Local Listings Considerations• Inclusion: Increased visibility in local

business listings• Accuracy: Improve the accuracy of your

information.• Enrichment: Build out your profile page

with robust data (hours of operation, products and services for example)

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.

Inaccurate Business Information

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.

Incorrect Address or Phone NumberNothing is more frustrating for a customer on-the-go than showing up to a location and finding out that it’s not where it should be, or trying to reach a business and finding its phone number is incorrect.

10

Are Listings Accurate?


Lack of Consistency with Business Name

Local Listing Management Inaccurate Business Listing Information

11



Local Listing Management Local Listing Visibility

• Searches for the keyword “College” and “University”, along with each location’s city name and state were conducted for 10 of ITT Tech’s locations

• 57% of locations in total were found on the 3rd page or were not visible within the first 3 pages of results

% of Locations Appearing within the first 3 pages of results on Google Maps, Yahoo! Local

and Bing Maps

Keyword Phrase

1st

Page2nd

Page3rd

PageNot

Visible 1st

Page2nd

Page3rd

PageNot

Visible 1st

Page2nd

Page3rd

PageNot

Visible

College 5 2 1 2 4 1 2 3 2 4 2 2

University 2 2 - 6 2 - 2 6 1 1 - 8

12

Are Listings Accurate?



Local Listing ManagementWhy 15miles

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

• 15miles also uploads data directly to Google via the Local Business Center.

• We also have the ability to upload clients data directly to IYP sites such as Superpages.com and YP.com

15miles provides a proactive approach to help correct inaccurate local listings at the source.

LocalFeed improves local information in over 160+ access pointsData 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.


Local Listings ManagementLocalFeed Process

Consumers looking for your contact information will receive an accurate and relevant address, phone number, etc.

Contact3

The feed process repeats monthly4

We submit your local listing information to top data aggregators

Data Feed1

Listings will reach search engines, GPS systems, IYPs, and more through the aggregators’ distribution

Data Feed2

14


The Local OpportunityPlace Pages Optimization

15


Google’s is placing more precedence on local business information

−The top websites appearing in the organic listings are now those with Place Page profiles and local search sites such as IYPs

−Third-party review sites are now playing a role within listing results

−Increased importance on enhanced data such as:

Google Search has gone local with place search

1 of every 5 searches on Google is now local in nature

Source: Google Places, Stats & Facts, October 2010

IYPs achieve strong organic

presence

Place Pages

• Business Descriptions• URL & Email• Owner Verified• Images & Video

• Full Categories

• Brands/Products & Services

• Payment Methods• Languages Spoken

Google Place Page OptimizationGoogle & Local Search


Note: Analysis of Google Place Pages completed 1/18/2010.

Google Place Page Optimization Page Analysis

17

LocationOwner

Verified?Images

Included?

Linked to Location Page?

Reviews Present?

Ranks for “Tech school

[City, State]"?

Ranks for “ITT Tech [City, State]"?

Multiple Place

Pages?Little Rock, AR

No Yes No No Yes (3rd) Yes (1st) No

Oakland, CA No Yes No Yes No Yes (1st) No

Norwood, MA No Yes No No Yes (2nd) Yes (1st & 2nd) Yes (2)

Not Optimized

Op

tim

ized


Detailed Business Information

Business Reviews

Company Photos & Video

Additional InformationIncluding targeted keywords, services, and categories for individual agents

Google Place Page Optimization Additional Optimization

15miles can claim ITT Tech’s Google Place pages and add local content

by location.


Google Place Page Optimization Local Business Listing Visibility With AdWords

• Attract more local customers

• Ads only appear for geo-modified queries: “keyword” + “location”

• Google’s advertising algorithm determines placement and frequency

• Performance based

• 70 characters available for copy

• Ratings and reviews

• Include Google Tags

Give your Google Place page a Boost

Note: Currently only available in Chicago, San Francisco and Houston

Google Boost is a locally focused spin on AdWords that allows local businesses to place paid advertising linked directly to Google Place Pages


• Google Hotpot is a mobile application available on the iPhone or any android phone that makes using Google Places easier

• This mobile app allows users to rate businesses and receive recommendations for new businesses to try by personalizing search results

Google Place Page Optimization Mobile with Google Hotpot

Consumers are finding local business on the go, via their mobile phonesThe introduction of Google’s Hotpot app makes it even more important for your Google Place Page to be up to date and fully optimized.


Program Summary

21


Recommended Local Listing Program for ITT Tech

Program Summary

•Monthly Local Listing Submissions – Includes feeds to major data aggregators and more. There are currently 160+ sites or partners receiving data from our feeds.

• Partners include search engines, Internet Yellow Page sites, GPS companies, car manufacturers and more.

•Complimentary Reporting – Monthly confirmation of the date the data file was sent to data aggregators.

22

# of Locations Cost Per LocationAnnual

Investment

120 $45 $5,400

Note: Special pricing developed for ITT Tech provided per Gregg Stewart.


Our Commitment to ITT Tech

23

Media M

ix

SEOPaid Search

Offline Search

Campaign Measuremen

t

Mobile Search

Local Search

IYP Social Media

Integration – Use of multiple media and diverse budget allocation based on media performance

Collaboration – What is learned from one medium can be applied to other media

Consistency – Deliver a consistent marketing message across local media channels

Cohesive Reporting & Trackable Results

Increase Sales & Lower Conversion Costs


Thank You

Connect with us:Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter

24

Gregg StewartPresident, 15miles

http://www.facebook.com/15miles

http://www.twitter.com/15_miles

http://www.15miles.com/linkedin

http://www.searchperspective.com/

http://www.tmpdm.com/newsletter/


Title Address City State Zip URL0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

60%

71%75%

79% 78%

7%

66%

76%78%

82%80%

19%

Q1

Q2

Case StudyLocalFeed – Banking Industry

25

A client in the banking industry has allowed us to correct and optimize local listings for their many business units.After just one quarter, we are already seeing positive results…

Program Highlights:• Improving accuracy of listing

fields across top IYPs and Search Engines

• Achieving a consistent look across all listings with correctly formatted business names and URLs

% of Accurate Local Listing Fields (Q1 vs Q2)

Technology

ITT Tech LocalFeed Google Place Pages 01 11 Final