10. The Changing Media Landscape 4 Since 2009 – local search site share increased 10% for school categories School Search Share (2009-2010) +10% Source: 15miles/comScore Local Search Usage Study, 2010
11. The Changing Media LandscapeGrowing Local Marketplace 5 Local Search Volume is GrowingExponentially at 50% Each Year 1 billion local searches per month in 2009 1.5 billion local searches per month in 2010 2.3 billion local searches per month in 2011 3.45 billion local searches per month in 2012 Source: Mobile Website Design – Discover Why Your Business Must Have One Designed; Ezinearticles.com, September 2010.
12. The Changing Media LandscapeLocal Search Marketplace 6 of local business searchers cited online as their primary source of local business information. 70% of local business searchers expect the business results to be within 15 miles of their location. 64% Source: 15miles/comScore Local Search Usage Study, 2010
15. Broadening what it considers local reviews—sentiment analysis now includes hyperlocal blogs, local portals and news sites
16. April 2010 – Google launches Places allowing local business to optimize their listings
17. October 2010 - Google Search goes local with place search placing more precedence on local business information - the top websites appearing in the organic listings are now those with Place Page profilesLocal tags Service Areas QR Codes
22. Enrichment: Build out your profile page with robust data (hours of operation, products and services for example)Incorrect Address or Phone Number Nothing is more frustrating for a customer on-the-go than showing up to a location and finding out that it’s not where it should be, or trying to reach a business and finding its phone number is incorrect. Note: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps. 10
23. Local Listing Management Inaccurate Business Listing Information Lack of Consistency with Business Name Note: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps. 11
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25. 57% of locations in total were found on the 3rd page or were not visible within the first 3 pages of resultsNote: Searches were conducted on 1/14/2011 by searching for “College, City Name, State” (Ex. College, Fort Wayne, IN) , “University, City Name, State” (Ex. University, Bessemer, AL), or “ITT, City Name, State” (Ex. ITT, Little Rock, AR) . ITT Tech.edu was used as the source for correct location information. Analysis was based on the results found on Google Maps ,Yahoo! Local, and Bing Maps. 12
40. Google Place Page Optimization Page Analysis Not Optimized Optimized Note: Analysis of Google Place Pages completed 1/18/2010. 17
41. 18 Google Place Page Optimization Additional Optimization Detailed Business Information Additional Information Including targeted keywords, services, and categories for individual agents Company Photos & Video 15miles can claim ITT Tech’s Google Place pages and add local content by location. Business Reviews
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43. Ads only appear for geo-modified queries: “keyword” + “location”
51. Program Summary Recommended Local Listing Program for ITT Tech Monthly Local Listing Submissions – Includes feeds to major data aggregators and more. There are currently 160+ sites or partners receiving data from our feeds. Partners include search engines, Internet Yellow Page sites, GPS companies, car manufacturers and more. Complimentary Reporting – Monthly confirmation of the date the data file was sent to data aggregators. Note: Special pricing developed for ITT Tech provided per Gregg Stewart. 22
52. 23 Our Commitment to ITT Tech Paid Search SEO Integration– Use of multiple media and diverse budget allocation based on media performance Collaboration – What is learned from one medium can be applied to other media Consistency – Deliver a consistent marketing message across local media channels Cohesive Reporting & Trackable Results Increase Sales & Lower Conversion Costs Mobile Search Offline Search Campaign Measurement Local Search IYP Social Media Media Mix
53. Thank You Gregg Stewart President, 15miles Connect with us: Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter 24
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55. Achieving a consistent look across all listings with correctly formatted business names and URLs
Editor's Notes
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These customers include but are not limited toMapQuest, InfoSpace, CitySearch, Yellow Assistance, Yellowpages.com, Superpages.com, Merchant Circle, MSN, AnyWho, YellowPagesCity.com, Yokel, Tyloon, Realtor.com, Kudzu.com, OnStar, TomTom, inFreeDA, Garmin, AOL, DexMedia, Ask.com, Addresses.com, YP.com, Move.com, PriceGrabber.com, Comcast, 4Info, InfoNxx, InsiderPages, Welcome Wagon, Worldpages.com, YellowBot, InformationPages.com, Denso and Gate5Note: This list does not represent the entire partner list that each aggregator services. Some of their partnerships forbid public disclosure of their relationships. This list may change without notice as the aggregators’ client list change. Both TMPDM and aggregators have no control over what the ‘feed sites’ do with the data once received.
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Little Rock, ARThis Place Page lacks robust categories, owner-supplied photos and videos, and location specific details. Oakland, CAThis Place Page lacks robust categories, owner-supplied photos and videos, and location specific details. Also, this Place Page contains a negative review by a Google user. Negative reviews can be responded to only if the Place Page is claimed by the business owner. Norwood, MAThis Place Page lacks robust categories, owner-supplied photos and videos, and location specific details. Also, this location has two separate place pages. Multiple Place Pages for a single location is seen as Spam by Google and can penalize the rankings for all of the multiple pages.
In order to set up a Google Boost ad, a local business must claim their Places Page first. The ads are then created directly in the Google Places account.The title of the ad must be the business name as defined in Google Places. No exceptions.70 characters are available for ad copy.Your destination URL can be your website or your Google Place page.The categories you select to be most relevant to your business will determine which queries your ad will show for.The ads will only show for geo-modified queries (“keyword” + “location”).Your ads run on a minimum monthly budget of $50. Google will provide a rough estimate of how many clicks you will generate for the money you invest.There is a “custom” option if you wish to spend morethan the maximum suggested budget.Once your ads are set up, your part of the work is done. Apparently, Google “does the rest.”
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