Twitter: @gideonrubin gideon@localmarketlaunch.com  

Branded vs. Unbranded Search

+ Pasadena  

vs.  

+ Pasadena  

Plumber

+ Santa Barbara  

vs.  

+ Santa Barbara  Auto Parts

+ Huntington Beach  

vs.  

+ Realtor Huntington Beach  

“So while many local searchers are looking for “name in mind” information, a substantial number don’t have a specific

business in mind (especially tablet users).”*

Source: searchengineland.com/study-78-percent-local-mobile-searches-result-offline-purchases-188660  

Factual vs. Editorial

19  

10  

11  6 13

02 08

3 8

= editorial

Factual vs. Editorial

97   33  

144   26  

32 65 06 27

16 128 05 21

= editorial

Factual vs. Editorial

73% Lose Trust in Brands Due to its Inaccurate Content Online

Source: searchenginewatch.com/article/2338839/73-Lose-Trust-in-Brands-Due-to-Inaccurate-Local-Business-Listings-Survey  

•  Consumers need to be able to

trust the data they find about a business

•  There’s nothing more frustrating

than turning up at a shop or restaurant which has closed down, moved or never even been located at that address!

Getting Your Brand Found by Consumers

brightlocal.com/2013/09/23/expert-citation-survey-2013

Your Brand Must Have Accurate Data Online

Wrong address 0 Reviews

Corrected Address 81 Reviews

•  Richness refers to

descriptions, photos, hours, etc.

•  Knowing the type of services,

opening hours, payment options is useful information for potential customers.

•  It also supports the data you

load into Google+ and gives Google further proof points to corroborate the data it has about a business

brightlocal.com/2013/09/23/expert-citation-survey-2013

The “Richness” of Listings are Important

Before After

Getting Your Brand Found by Consumers

Unique editorial content has a higher intrinsic value •  Challenging to create and scale.

The Real Value is in “Editorial” Content

The easiest editorial content •  Original description of a company’s

products or services

How Much Content to Produce?

81% of

users expect businesses to respond on social media

Companies with the highest levels of social activity grew their sales an average of 18% per year,

SPEND AND PRAY

Strategic Local Presence Budget Content  

Search  

Long-Term Value  

Twitter: @gideonrubin gideon@localmarketlaunch.com