Optimizing for Engagement (For SearchLove Boston)
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Local marketing signals are getting increasingly crowded - no one is handing out free links, social media is full of noise, and AdWords is getting really expensive. What do we have left? Engagement. In a world where Google is attempting to mimic human behaviour an actual ranking signal could be real engagement from your customers. In this talk, Dana will review how to build a marketing strategy by planning your tactics around your local customers, and how to show Google that you're a thriving business that deserves those great rankings.
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Optimizing for Engagement (For SearchLove Boston)
- 1. #SearchLove @danaditomaso#SearchLove @danaditomaso DANA DITOMASO OPTIMIZE FOR ENGAGEMENT: FUTURE-PROOF YOUR LOCAL SEARCH RANKINGS
- 2. #SearchLove @danaditomaso#SearchLove @danaditomaso Local search is undergoing a few challenges.
- 8. #SearchLove @danaditomaso#SearchLove @danaditomaso What’s real about local?
- 9. #SearchLove @danaditomaso Searching for a business.
- 10. #SearchLove @danaditomaso Going to that business.
- 11. #SearchLove @danaditomaso Reviewing that business.
- 12. #SearchLove @danaditomaso Telling your friends about how great that business is.
- 13. #SearchLove @danaditomaso#SearchLove @danaditomaso And most of this happens on mobile devices.
- 14. #SearchLove @danaditomaso You can have lots of Google accounts.
- 15. #SearchLove @danaditomaso You probably use more than one computer.
- 16. #SearchLove @danaditomaso But you probably only have one phone.
- 17. #SearchLove @danaditomaso And that phone probably has Google location services turned on.
- 19. #SearchLove @danaditomaso And all those mobile actions?
- 20. #SearchLove @danaditomaso#SearchLove @danaditomaso That’s engagement.
- 23. #SearchLove @danaditomaso#SearchLove @danaditomaso What does Google know about engagement?
- 30. #SearchLove @danaditomaso Google has a complete snapshot of your engagement with the world.
- 31. #SearchLove @danaditomaso#SearchLove @danaditomaso Our strategic goal is engagement.
- 32. #SearchLove @danaditomaso What tactics result in measurable engagement?
- 33. #SearchLove @danaditomaso Strong engagement results in strong business.
- 34. #SearchLove @danaditomaso Everything covered is measurable (in some way).
- 36. #SearchLove @danaditomaso The knowledge panel is your engagement health check.
- 38. #SearchLove @danaditomaso Missing popular times? Check your timeline.
- 39. I was at the hair salon next door.
- 41. #SearchLove @danaditomaso#SearchLove @danaditomaso What To Monitor Clicks to website Number of reviews Review sources Busy times Overall completeness
- 43. #SearchLove @danaditomaso Is your email newsletter interesting & consistent?
- 44. #SearchLove @danaditomaso Are your transactional emails worth reading?
- 45. #SearchLove @danaditomaso#SearchLove @danaditomaso What To Monitor Total list size Open rate Click rate Conversion rate Compare full list vs Gmail only
- 47. #SearchLove @danaditomaso Social signals are pure engagement.
- 49. #SearchLove @danaditomaso Engage people who are talking about what you do.
- 54. #SearchLove @danaditomaso#SearchLove @danaditomaso What To Monitor Activity & engagement (You vs your competitors) New mentions Click rate Conversion rate
- 56. #SearchLove @danaditomaso Use a review management system.
- 57. #SearchLove @danaditomaso Spread your reviews around.
- 61. #SearchLove @danaditomaso#SearchLove @danaditomaso What To Monitor Overall rating Rating by site Total number of reviews Review distribution
- 63. #SearchLove @danaditomaso How do you confirm appointments?
- 65. #SearchLove @danaditomaso How else can your space be used?
- 67. #SearchLove @danaditomaso#SearchLove @danaditomaso What To Monitor Appointments & events added to calendars Driving direction visits
- 69. #SearchLove @danaditomaso Phone calls are decreasing.
- 71. #SearchLove @danaditomaso Will call tracking be a barrier?
- 72. #SearchLove @danaditomaso#SearchLove @danaditomaso What To Monitor Phone calls Text messages Call tracking usage
- 74. #SearchLove @danaditomaso Put a link on your contact page.
- 75. #SearchLove @danaditomaso Put a link in your footer.
- 76. #SearchLove @danaditomaso Put a link in your confirmation emails.
- 77. #SearchLove @danaditomaso Put a link... (you get the idea)
- 78. #SearchLove @danaditomaso Create a custom link you can track. (kickpoint.ca/driving)
- 79. #SearchLove @danaditomaso#SearchLove @danaditomaso What To Monitor Driving direction visits
- 81. #SearchLove @danaditomaso The strongest signal is when someone picks you.
- 82. #SearchLove @danaditomaso#SearchLove @danaditomaso What To Monitor Organic traffic Clicks from Knowledge Panel Conversion rate
- 84. #SearchLove @danaditomaso#SearchLove @danaditomaso Can engagement beat proximity?
- 86. #SearchLove @danaditomaso Grab the list of metrics: kickpoint.ca/searchlove2017
Notas del editor
- Review spam is a massive problem.
- Business naming spam (still live, by the way!)
- So really you should just actually rename your business, right?
- Like this company!
- How can Google beat this without it becoming a giant game of whack a mole?
- What actually means something in local search? Or really, local business in general.
- The best way to measure actual engagement is to measure a phone. The mobile is the personal.
- The search, the visit, the review, the telling of friends?
- Engagement is the future of local search.
- This is probably how local search factors work right now.
- This is probably how they are going to work just a few years from now. David Mihm estimates this is where we’ll be by 2020 which may I remind you is only 2.5 years away?
- Let’s review.
- Google ads profile
- Google My Activity
- Google Voice & Audio.
- Here’s some pretty hilarious search intent. We did not buy a new duvet yet, by the way.
- Voice search: not quite there yet!
- Google Timeline
- Thanks Google!
- That’s what we’re going to discuss today.
- If you do a good job of engaging with people, you’ll do well with your business.
- Some things are easier to get at than others, but all of it is possible to collect and report on.
- Let’s start with the knowledge panel.
- You can see how more reviews, more popular times data, results in a better knowledge panel. Also, see inside.
- We’ve seen examples where if you visit somewhere in a strip mall or with another business very nearby, the “credit” goes to the place with the better reviews.
- Here’s a recent example from my own timeline.
- Why did that happen? Engagement. Also a bad map pin. Notice how the pin didn’t even show on my zoomed in map earlier?
- Email newsletters and transactional emails. And why think about email? Gmail, of course.
- I heard there’s this new email service called Tidings.
- Lots of people have boring transactional emails. Don’t do that.
- How are you doing at engaging your audience on social media?
- Think back to David’s slide about the Facebook ads – they were paying for engagement, and it paid off in better rankings.
- From RivalIQ, Kick Point vs some other companies we’re tracking. Look at the bottom two charts that deal with engagement and look for anomalies.
- Why wait for them to come to you?
- This zap tracks everyone within 10km of the Kick Point office who mentions pizza and then pushes it to Slack.
- I see two people right there who clearly need some pizza. You can customize the bot icon and what it says. Twitter’s also the a great platform for this since it is so easily tracked and indexed.
- Foursquare also has a pretty amazing API. You could use this to pull in tips about your location (this is for Harvard Medical School).
- This is pulling everything that’s trending near a specific lat/long combo. You could then push this data to something like Slack and keep your social team up to date with what’s happening in your area, so they can start to engage with local people.
- You could, for example, use Zapier to push all this to a spreadsheet and then sum it up.
- Reviews! The lifeblood of every local business.
- I don’t care which one. Use one.
- Don’t just focus on Google!
- Maybe not like this. Although I bet the company who made the decal was extra careful with this order.
- See how the better panels had reviews spread around a little? They show at least one additional review source.
- This is for one of our clients, using grade.us. This is exactly the kind of review profile that we want to see. We’re focusing on Google reviews right now to push that a bit more but it is pretty balanced.
- Scheduled appointments & events
- Do they have a link to the driving directions? Do you see if people open them, especially on Gmail?
- If you have an option to add it to calendars, make sure the “where” is correct, and add driving directions! This URL redirects to our driving directions on maps.
- Can you host meetups? What else can you do to bring people in? Bringing people to your space helps with engagement.
- That’s a citation! Plus a bunch of people with phones will be there.
- Phone calls are nice but texting is cool too.
- It’s going to happen. And you know that Google can track SMS just as well as phone calls.
- Many services have click to call and tap to text now, so perhaps not. But you still have to be careful if your call tracking number gets out there into the wild.
- Driving directions – so important it gets its own section.
- Push people towards driving directions whenever possible.
- Push people towards driving directions whenever possible.
- Push people towards driving directions whenever possible.
- Push people towards driving directions whenever possible.
- Otherwise you can’t track it.
- Are you winning in your space?
- Someone will click on a ton of results before they choose somewhere. If they go to you – that’s the strongest signal you can get across.
- If you have free wifi, you can use tracking there to determine repeat visits.
- The issue we’ve seen is when the map is too small to include you. You need to shout loud enough that Google must pay attention to you, instead of these other places.
- Proximity is a big buzzword right now, and it’s important, but I bet engagement can beat it.
- That was a lot of metrics. You can make a pretty kick ass dashboard with that.