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
Please engage with this presentation
We welcome your questions…
As the presentation is being given, we welcome your inquiries.
Just open the questions pane and ask what you want to know!
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.
Make it Convenient by Showing Up Properly
Why Embracing Mobile Matters
Brand
! 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
Make it Convenient by Showing Up Properly
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)
Make it Convenient by Showing Up Properly
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.
Make it Convenient by Showing Up Properly
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
Make it Convenient by Showing Up Properly
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
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
Tools
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
Make it Convenient by Showing Up Properly
1616
Sizing the opportunity1
2
3
4
5
Local search fundamentals for franchisors
Leveraging YOUR strengths
Leveraging your franchisees’ strengths
Recap
Seizing the Local Search Opportunity
© SEOmoz, Inc. 2014
1717
Sizing the opportunity
7,620,000,000Local searches every month (U.S.)
Local on MobileLocal on Desktop
20%
50%
© SEOmoz, Inc. 2014
Source: 20BN Desktop US Searches (May 2013, Comscore); Percentages from Google and Bing
1818
ZORS
ZEES
ZEES
ZEES
What the opportunity looks like
© SEOmoz, Inc. 2014
1919
Franchise Locator,Site Architecture
Google PlacesFor Business, Others
Google PlusAuthorship, Publisher
Local search fundamentals for franchisors
WEBSITE
BRAND
LOCATION
© SEOmoz, Inc. 2014
2020
Leverage your strengths as a Zor
• Strong website potential
• Brand name
• Full-time marketing and IT/Engineering departments
© SEOmoz, Inc. 2014
2121
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)
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)
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)
© SEOmoz, Inc. 2014
2222
NO YES
WEBSITE LOCATION
© SEOmoz, Inc. 2014
2323
Publisher: Links entire website with aGoogle+ business page.
Authorship: Links individual posts & articles with an individual’s Google+ profile.
WEBSITE BRAND
© SEOmoz, Inc. 2014
Slide courtesy of Mike Blumenthal: blumenthals.com/blog
2424
WEBSITE
BRAND
LOCATION
Authorship
Walking AND chewing gum!
© SEOmoz, Inc. 2014
2525
BRAND LOCATION
Google Places / Google+ Local
…only part of the equation.
Source: Google Patent Application 60658214 “Generating Structured Information”
places.google.com
© SEOmoz, Inc. 2014
2626
What this:
really looks like…
2727
Between 20-40% of this is wrong.
You can manage listings oneach site individually.
Vendors make it easier.
2828
…but what about your Zees?
WEBSITE
BRAND
LOCATION
Zor fundamentals
• Closer to the customer
• Community relationships
• More nimble
© SEOmoz, Inc. 2014
2929
Local search fundamentals for Zees
Links + Referrals
SocialMedia
CustomerReviews
LOCATION
CUSTOMER
COMMUNITY
© SEOmoz, Inc. 2014
3030
LOCATION COMMUNITY
• Links are still a very important piece of the algorithm• Should come naturally from community involvement
© SEOmoz, Inc. 2014
3131
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
© SEOmoz, Inc. 2014
3232
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
© SEOmoz, Inc. 2014
3333
YESNO
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
© SEOmoz, Inc. 2014
3434
CUSTOMER COMMUNITY
• Get involved in community events – not only online, but offline
Much more likelyto build recognitionand loyalty on social media
© SEOmoz, Inc. 2014
3535
Recap
Zor Strengths
• Strong website potential
• Brand name
• Full-time marketing andIT/Engineering departments
WEBSITE
BRAND
LOCATION
LOCATION
CUSTOMER
COMMUNITY
Franchise Locator
Publisher/Authorship
LocationData
ReviewProgram
SocialMedia
Links + ReferralsZee Strengths
• Community relationships
• Closer to the customer
• More nimble
© SEOmoz, Inc. 2014
Q&A
David Mihm @davidmihmDirector of Local Search Strategy
MOZ Local
Jeremy Laduque @jeremyladuqueCFE, SVP of Franchise & Large Dealer Networks
Bridgeline Digital
Thank You for joining the Webinar!
Follow us on twitter: @bridgeline
Visit us at: www.bridgelinedigital.com