WEBINAR:

Optimizing for Search and Discovery in the Mobile Era

DELIVERED BY

Rob Reed, Founder of MomentFeedSeptember 9, 2014

Overview

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Authenticity Matters• Why Facebook Likes Don’t Matter Anymore

• New Marketing Asset: The Digital Identity of Your Business Locations

• The Year of the Instagram Strategy - How Marketers Should Approach the Instagram Channel

• Optimizing for Search and Discovery in the Mobile Era

• How Mobile is Revolutionizing Shopper Marketing

• Managing Social Media for Franchises - Maintaining Brand Integrity While Empowering Franchisees

Rob Reed,Founder of MomentFeed

1. Why care about search and discovery?

2. How has search and discovery changed?

3. What are the challenges?

4. Doing it right

Why Care About Search and Discovery?

Traffic

• The top three organic search results on Google get over 61% of the traffic

• 50% of consumers are more likely to click on a search result if the brand appears multiple times on the results page

• 1% of all clicks are to “next page”

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61%of traffic

Sources: Chitika, Brafton, Mediative

Purchase Intent

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% of consumers who visit a store within a day of their local search

50% 34%

Smartphone Computer/Tablet

Source: Google Study

Revenue

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18% of local searches lead to sales (compared to 7% for non-local searches)

18% 7%

Local Searches Non-local Searches

Source: Google Study

How Has Search and Discovery Changed?

The Algorithm is Constantly Evolving

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2009 2010 2013

890changes

400changes

550changes

One Change Per Day

Source: Search Engine Land

Google Search Engine Result Pages

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20

05

Typical 2005

Google SERP

20

14

Local Listings

Right Rail Map

Carousel PaidListings

Thumbnail Images Star Ratings

Mediative 2014

The “Golden Triangle”

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• In 2005 the “Golden Triangle” was an area of concentrated gaze activity at the top-left corner of a search results page

• If your listing was not in the “Golden Triangle”, your odds of being seen by a searcher were small

• Red areas are where participants spent the most time looking

New SERP

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• While the “Google Triangle” still exists during some search scenarios, it isn’t as prevalent

• Top organic results aren’t always in the top-left corner, so users look elsewhere to find them

• Mobile devices have conditioned searchers to scan vertically rather than horizontally

A Data Ecosystem Has Formed

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A Data Ecosystem Has Formed

Content & Social

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What are the Challenges?

Manage and Control Your Own Data

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Local Search Engine Optimization

Local Links + Local Content + Local Engagement = Local Pizza Place

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Distributing Content

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Responding to Customers

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say an online review is equally as important as a personal recommendation

of clicks in a searchfor restaurants were to popular review/ratings sites

91%

Shoppers who read brand responses that offer to refund, upgrade, or exchange products are 92% more likely to purchase

9/10

Facebook

Yelp

Doing it Right

Local Descriptions

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Consistent Branding with No Duplicates

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Location-Specific Content

Curating & Sharing Content

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Engagement at Each Location

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Accurate Location Information

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Optimized for Search & Discovery

How Do You Do It?

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1.Consistency counts

2.Cross-channel linkages are key

3.Localize your content

4.Publish early and often

5.Quality counts

What to Avoid

• Incomplete or inaccurate location data

• Missing presence on key platforms

• Inconsistent location data across platforms

• Generic content on Google, Facebook and Store Locator

• Lack of fresh engaging content on Local Pages

• High volume of duplicate pages

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• Today consumers demand authentic, locally relevant messages from brands

• MomentFeed allows you to deliver locally relevant content to all of your local assets in an easy and scalable way

• The MomentFeed Local SEO Solution optimizes and synchronizes location data and content across channels, forging the critical linkages that drive local SEO.

MomentFeed

Value of MomentFeed Local SEO

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1. Higher Rankings in Local Search Results

2. Prominent Placement in Google Carousel

3. Increased Visibility of Local Listings Across Platforms

Local SEO = More Customers & Revenue

MomentFeed Connects The Dots

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Forming the critical local SEO linkages

PinSync for Local SEO

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• Complete and accurate local listings

• Data optimization for search and social

• Cross-channel link building

• Store locator and landing pages

• Page de-duplicationOptimize

the information and contentthat forms a unique identity

for each location

PinSync

LocalVoice for Local SEO

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• Social publishing that drives local SEO

• Fresh, authentic local content

• Automated localization of creative

• Publish to owned and unowned channelsEngage

consumers with authentic, locally relevant paid,

earned, and owned media

LocalVoice

The Complete Local SEO Solution

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• Social publishing that drives local SEO

• Fresh, authentic local content

• Automated localization of creative

• Publish to owned and unowned channels

• Complete and accurate local listings

• Data optimization for search and social

• Cross-channel link building

• Store locator and landing pages

• Page de-duplication

+

PinSync LocalVoice

Un-Optimized PinSync Data

Generic Brand URL

Generic Description

No Vanity URL

Missing Hours

No Facebook Category

No Location Photo

Optimized PinSync Data

Location-Specific URL

Location-Specific Description

Local Vanity URL

Accurate Hours

Proper Categorization

High-quality location photo

Rank Tracker

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Carousel

Place Rankings

• All posts/reviews centralized into one area

• Respond to reviews in bulk

• Dynamically insert relevant information

Improve Customer Service

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MomentFeed Platform

Questions?

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• Turning digital media into a profit center, instead of a cost center

• How suppliers can be utilizing shopper marketing through their retailers

• How distributors can work with suppliers to advance shopper marketing (with a case study on 7 Eleven)

• What the future looks like with the power of the iBeacon on the horizon

NEXT WEBINAR:

How Mobile is Revolutionizing Shopper MarketingTuesday, October 7 at 10AM PST

DELIVERED BY

Rob ReedFounderrob@momentfeed.comwww.momentfeed.com