Local Search Optimization for Franchises & Large Dealer Networks with Moz

transcript

David Mihm @davidmihmDirector of Local Search Strategy

MOZ Local

About the Presenters

Visit us at: bridgeline.com

Follow us: @bridgeline

Jeremy LaDuque, CFE @jeremyladuqueSVP of Franchise & Large Dealer Networks

Bridgeline Digital

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Who is Bridgeline Digital

We help our customers achieve their key initiatives by leveraging leading web based technologies

How We Build Customer Success

“No other company in the web engagement marketplace can provide for its customers

the integrated solutions Bridgeline provides.”- Scott Liewehr, DCG

Introduction

- Wayne Gretzky

”“ A good player goes where the puck is, a great

player goes where the puck is going to be.

Make it Convenient by Showing Up Properly

Showing Up Properly

! Responsive Design

! Audience Use Cases

! Persuasive Content

Omni-Channel Marketing is a modern approach to creating a seamless consumer experience across all available customer channels.

Why Embracing Mobile Matters

! Google found 72% of online shoppers expect businesses to have a mobile-friendly website

! 55% say a poor mobile experience will hurt their opinion of brand

Why Embracing Mobile Matters

Long-Term Opportunities

! 89% of customers do business with a competitor

following a poor customer experience (IBM)

! 72% of companies said that mobile accounts for more

than 10% of traffic, up from 52% in 2012 (Google)

! 67% of consumers said they’re more likely to make a

purchase if a website is mobile-friendly (Google)

What is Responsive Design:

Kayla Knight, Smashing Magazine

”“ Responsive Web design is the approach that suggests

that design and development should respond to the

user’s behavior and environment based on screen

size, platform and orientation.

Search Engine Optimization Considerations

From Google’s Developer Guide:

! Single URL creates easier user interaction and sharing opportunities

! Helps Google’s algorithms assign the indexing properties for the content

! No redirection is needed for users to get to the device-optimized view & reduces loading time

Importance of User Behavior

Customer Tendencies: Action, Not Volume, Is Critical

! 9 out of 10 smart phone searches result in customer action with over half leading in a purchase.

! 58% of Americans use their smart device on their way to the retail store or in store.

Deliver a Custom Tailored Experience

! The power of persuasion – attracting your audience means grabbing

their attention and giving them a reason to stay on your website

! Persuasive content - automatically present the right content, to the

right audience at the right time

" By device

" Navigational behavior

" Search terms

" Site usage

Planning to succeed:

Stage #1 Stage #2: Stage #3: Stage #4:

Information

Access to the right information.

- Big data- Analytics- KPI’s

Planning

Knowing what’s critical to moving the needle for you.

- Information based planning

- Choosing the right channels

The right tool set that’s accessible and easy to use.

- CMS- CRM- Social- Email- Mobile- Analytics

Ongoing

A strategy for national and local search visibility.

- Strengths at the national level

- Strengths at the local level

- Synergies

Seizing the Local Search Opportunity

David Mihm@davidmihm

davidm@moz.com

Sizing the opportunity1

Local search fundamentals for franchisors

Leveraging YOUR strengths

Leveraging your franchisees’ strengths

Seizing the Local Search Opportunity

Sizing the opportunity

7,620,000,000Local searches every month (U.S.)

Local on MobileLocal on Desktop

Source: 20BN Desktop US Searches (May 2013, Comscore); Percentages from Google and Bing

What the opportunity looks like

Franchise Locator,Site Architecture

Google PlacesFor Business, Others

Google PlusAuthorship, Publisher

Local search fundamentals for franchisors

WEBSITE

LOCATION

Leverage your strengths as a Zor

• Strong website potential

• Brand name

• Full-time marketing and IT/Engineering departments

WEBSITE LOCATION

Best Practices• Crawlable, traditional directories

• Unique page for each location

HomeStores

• Optimize for conversions

• Title: “Brand – Keyword(s) in City, ST”

• Full “NAP” for each location in HTML

• Rich content

Domino’s Pizza – Delivery, … Chicago, IL

Domino’s Pizza – Chicago, IL

Domino’s Pizza1415 W Irving Park RdChicago, IL 60613(773) 871-3030

Get Driving Directions

Welcome to Domino’s Chicago Northside!

Open Daily1030 am – 130 am

PLACE AN ORDERPLACE AN ORDER

(From the Manager)

NO YES

WEBSITE LOCATION

Publisher: Links entire website with aGoogle+ business page.

Authorship: Links individual posts & articles with an individual’s Google+ profile.

WEBSITE BRAND

Slide courtesy of Mike Blumenthal: blumenthals.com/blog

WEBSITE

LOCATION

Authorship

Walking AND chewing gum!

BRAND LOCATION

Google Places / Google+ Local

…only part of the equation.

Source: Google Patent Application 60658214 “Generating Structured Information”

places.google.com

What this:

really looks like…

Between 20-40% of this is wrong.

You can manage listings oneach site individually.

Vendors make it easier.

…but what about your Zees?

WEBSITE

LOCATION

Zor fundamentals

• Closer to the customer

• Community relationships

• More nimble

Local search fundamentals for Zees

Links + Referrals

SocialMedia

CustomerReviews

LOCATION

CUSTOMER

COMMUNITY

LOCATION COMMUNITY

• Links are still a very important piece of the algorithm• Should come naturally from community involvement

LOCATION CUSTOMER

Why does Google like reviews?

• SEARCHERS like reviews• Good indicator of a business’s popularity• Not dependent on a website• (Reasonably) difficult to game

Streamline the review process for your Zees

UserVisitsSite

Navigates to business page

Signs up for account

Completes Profile

Receives confirmation email

Confirms account

Typical Review Process Leaves Review

Better Review Process

User VisitsBusiness Page Directly

Leaves Review

Logs in with existing account

Send direct link(s)to local profile(s)

Send direct link to Google+ Local page

Streamlined review process: Email segmentation

Industry-relevant site(s)that accept Facebook logins

CUSTOMER COMMUNITY

• Get involved in community events – not only online, but offline

Much more likelyto build recognitionand loyalty on social media

Zor Strengths

• Strong website potential

• Brand name

• Full-time marketing andIT/Engineering departments

WEBSITE

LOCATION

CUSTOMER

COMMUNITY

Franchise Locator

Publisher/Authorship

LocationData

ReviewProgram

SocialMedia

Links + ReferralsZee Strengths

• Community relationships

• Closer to the customer

• More nimble

David Mihm @davidmihmDirector of Local Search Strategy

MOZ Local

davidm@moz.com

Jeremy Laduque @jeremyladuqueCFE, SVP of Franchise & Large Dealer Networks

Bridgeline Digital

jladuque@Bridgeline.com

Thank You for joining the Webinar!

Follow us on twitter: @bridgeline

Visit us at: www.bridgelinedigital.com