Post on 13-Apr-2017
transcript
PowerPoint Presentation
Using Data to Connect With and Convert Searchers in Near Me MomentsAdam DorfmanSVP Product & Technologywww.simpartners.com@phixed#stateofsearch
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But What is A Near Me Moment Reaction Gif
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Photo Credit: Kleiner Perkins Caufield & Byers (KPCB)
This trend will continue and mobile use will continue to growThis chart from Mary Meekers latest deck
So now ready or not we are all mobile marketers and entering a post-mobile era
We are not saying mobile devices are going away, we are saying that we are now entering an era in which everything is mobile3
Photo Credit: thinkwithgoogle.com
And that always-on, real-time access to information has splintered the Zero Moments into Micro-Moments
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Photo Credit: thinkwithgoogle.com
These are the I want to know momentsThe I want to go momentsThe I want to do momentsThe I want to buy moments
How many people here today had one of these moments today? How many have had more than 10 of these moments today?
Many of the micro moments that occur to me when I think about this are light like I want to know when Spectre is playing near me and if it is sold out
But others become more serious. I need an oncologist. I want to refinance my house.5
And, the one type of moment we spend so much of our time thinking about
Are the near me moments6
@phixed#stateofsearch
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Case Study Time
Sample Size: 2,000 Locations
Data Collected: Listing HealthDemographic DataWebsite TrafficOn Page ActionsRankings@phixed#stateofsearch
Sampled evenly across market populations9
Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health@phixed#stateofsearch
Listing Health?
A Truthful Representation of How Accurate Your Listings AreNot All Citations Are Equally GoodWhat Listing (Citation) Health Should Be:@phixed#stateofsearch
https://developers.google.com/maps/showcase/#tags=placesapi
Vertical citations trump domain strength (more often than not)
App citations are growing in importance
Data aggregators (amplifiers) are still incredibly important
@phixed#stateofsearch
A Truthful Representation of How Accurate Your Listings AreNot All Citations Are Equally GoodNot All Inaccuracies Are Equally BadWhat Listing (Citation) Health Should Be:@phixed#stateofsearch
http://www.sycaralocal.com/
https://moz.com/local/
http://www.michaelcottam.com/google-business-page-finder/
http://www.michaelcottam.com/google-business-page-finder/
Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health@phixed#stateofsearch
How Listing Health Impacts Traffic
How Listing Health Impacts On Page Actions
Traffic Quality ImprovesTraffic Quality StabilizesHow Listing Health Impacts On Page Actions
Brands that increased their Listing Health Score by 20% experienced up to:
@phixed#stateofsearch
Hypothesis #1: Traffic and Conversions are Strongly Correlated to Listing Health
@phixed#stateofsearch
Takeaways:
Listing health still matters
Reconsider how you measure listing health success
Make your data available in as many places as possible using data amplifiers
Focus your efforts on the sites and data points that impact you the most
@phixed#stateofsearch
Listing health problems have changed. What was problematic 3 years ago isn't necessarily the same problems now.
Citation accuracy today reminds me of rankings. Yes, they are important to monitor and useful when looking to discover performance opportunities. But in and of itself they can be red herrings
Dont focus on making your data looks right, focus on making it used right
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Hypothesis #2: Traffic from Organic Rankings Converts Better
More LocalMore Organic
@phixed#stateofsearch
What About Conversions?
Messy
https://www.youtube.com/watch?v=oYAbmJaztU4
Notice the 10-20 OPAs as they are the over performers; they tend to have deeper excursions47
Hypothesis #2: Traffic from Organic Rankings Converts Better
Takeaways:
Expect your local search rankings to be the primary source of recovery search traffic
Discovery search traffic will come from both
Google has become adept at sending consistently relevant traffic whether from Local or Organic@phixed#stateofsearch
Hypothesis #3:
Demographic variables affects on-page actions
http://xkcd.com/1138/
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Insert Slide about Machine Learning Algorithms and Marketing to Personas
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IncomeImmigration StatusWork Classification (Govt/Self/etc)Marital StatusIncome Derivation (Interest/Capital Gains vs W2s)Property ValueAgeLanguage spokenVariables considered:http://forum.blockland.us/index.php?topic=238783.0
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On Page Action Performance Variables Overall
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On Page Action Performance Variables Financial Services
Government due to access to Credit Unions and other employer sponsored financial services55
On Page Action Performance Variables Retail
Kids = more stuff to buyMore people in households = more conversations need to happen prior to purchasing56
On Page Action Performance Variables Healthcare
How do we create a persona to market to people that we know this to be true about?57
Hypothesis #3:
Demographic variables affects on-page actions
http://xkcd.com/1138/
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Takeaways:
Hyperlocal + Personas = Scalable Content Strategies
There is an opportunity in addressing underserved communities
Demographics matter and vary based on industry
With machine learning metrics becoming a primary ranking signal, speaking specifically to visitors is a must.@phixed#stateofsearch
In closing
@phixed#stateofsearch
Thank you!
@phixed#stateofsearchwww.simpartners.com