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Importance of Local Listings + Search KATE KOTZEA Click Rain
Importance of Local Listings
+ Search
KATE KOTZEA Click Rain
KATE KOTZEADirector of Marketing Technology@katekotzea | @clickrain
60% of travelers use navigation apps while traveling
71% of people look up or confirm the location of a business before going for the first time
46% of Google searches are LOCAL
-Hubspot
46%
85% of leisure travelers decide on activities only after having arrived at the destination.
-Think Google
Smartphone searches at hotels increased 30% in the last year.
-Think Google
LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
101Terminology
Organic Search Result
Organic Search Result
Paid Search Ad
Organic Search Result Google
Maps
Organic Search Result
Organic Results
Organic LOCAL
Search Result
Over the past two years, comparable searches without “near me” have
grown by 150%
8 Signals to help you rank for local search results
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
BEHAVIORAL SIGNALS - 10%
(CTR, mobile clicks to call, check-ins, etc.)
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
BEHAVIORAL SIGNALS - 10%
(CTR, mobile clicks to call, check-ins, etc.)
PERSONALIZATION 10%
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
BEHAVIORAL SIGNALS 10%
(CTR, mobile clicks to call, check-ins, etc.)
PERSONALIZATION 10%
SOCIAL SIGNALS 4%
(Google engagement, Facebook, Twitter, etc.)
Local Audience + Local Intent
LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
An online entry that contains your business:
● Name● Address● Phone Number● Category
An online entry that contains your business:
● Name● Address● Phone Number● Category
123 S. Main123 South Main
Click RainClickRainClick Rain, Inc
moz.com/local/search
Step 1
Search Your Business
Step 2
Google My Business
google.com/business
Step 3
Create Google Account
Step 4
Create or Update Your Google My
Business Account
Step 5
Claim or Verify Business
Step 5
Claim or Verify Business
Step 5
Claim or Verify Business
Step 6
Enter or Update Your Information
Step 7
Enter or Update Your Information
ABILITY TO GATHER INSIGHTS
What about multiple locations?
Unique Listing Per Unique Location
website.com/location-A website.com/location-B
website.com/location-A website.com/location-B website.com/location-C website.com/location-D
Year-over-Year VISITS
LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
MY BUSINESS SIGNALS - 19%
(proximity, categories, keywords, business title, etc.)
LINK SIGNALS 17%
(inbound anchor text, linking domains authority, etc.)
ON-PAGE SIGNALS 14%
(NAP, keywords, domain authority, etc.)
CITATION SIGNALS 13%
(Aggregator NAP, citation volume, etc.)
REVIEW SIGNALS 13%
(Quantity, frequency, diversity, etc.)
BEHAVIORAL SIGNALS - 10%
(CTR, mobile clicks to call, check-ins, etc.)
PERSONALIZATION 10%
SOCIAL SIGNALS 4%
(Google engagement, Facebook, Twitter, etc.)
4 in 5 TripAdvisor users will “usually” or “always” reference reviews before deciding on an attraction to visit.
88% of consumers trust online reviews as much as they trust personal recommendations.
CREATE A REVIEW CULTURE
REVIEW CULTURE
In-Store Signage
Follow-up Emails
Employee Engagement
Create or Login to Your Account
Search Your Business
tripadvisor.com/owners
Claim Your Location
Claim Your Location
Update Your Listings
Respond to Reviews
Use Review Express
TripAdvisor Widgets
LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
56% of Small Businesses have a Website
56% of Small Businesses have a Website53%are mobile friendly
1 in 3 mobile searches have local intent
-Small Business Trends
Low Cost and High Impact
LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
85% of leisure travelers decide on activities only after having arrived at the destination.
-Think Google
93% of online experiences begin with a search engine
-Search Engine Journal
For local listings 68% of searchers used “click to call” or “get directions” in a mobile ad
-Hubspot
SEARCH CAMPAIGN
PARAMETERS
Geography
Device - Mobile
Time of Day / Day of Week
THINK LIKE A TRAVELER
Discount to Book Direct
Number of Locations
Review Links
Phone Number
Directions
Dessert places
Cupcake store
Unique local dessert place
Fun thing to do with kids
WORDS TO BID ON
Molly’s cupcakes
Molly’s desserts
WORDS NOT TO BID ON
LOCAL LISTINGS
ONLINE REVIEWS
MOBILE IMPACT
PAID SEARCH
Importance of Local Listings
+ Search
KATE KOTZEA Click Rain
