Why local seo is important for your business e briks infotech
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This document discusses making the case for local search optimization. It notes that traffic to store pages from local organic search is growing 25% year-to-date. Two years ago, the company wasn't growing organic traffic to local store content at all. The document advocates assigning value to indicators of offline activities to estimate their worth and create a business case. It suggests starting with small optimizations and changes to gain support and prove impact before requesting larger budgets. Through data reporting on gains, the company gained leadership buy-in for further support.
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Why local seo is important for your business e briks infotech
- 1. Photo 息 Flickr user iL.C.N淡ttaasen at flickr.com/photos/magnera/3157602186/
- 3. We operate 123 stores in 30 states Such as our Seattle Flagship Store: 222 Yale Ave. N Seattle, WA 98109 Oooooh, a citation! Photo 息 Flickr user Sonofabike at flickr.com/photos/oyj/2609205311
- 4. % Traffic to our store pages from local organic search is growing at +25% YTD
- 5. It wasnt always this way
- 6. Just 2 years ago, we werent growing our organic traffic to local store content at all
- 7. Photo 息 Flickr user Petereed at flickr.com/photos/petereed/496392956/
- 8. Someone elses fault No budget Other right now priorities Who will own it? Someone Someone elses job elses budget ROI cant be This is not measured Someone what we do elses metrics Right idea, Wrong time This not how Better we do this opportunities Wrong idea, It will take Wrong time too long Photo 息 Flickr user Petereed at flickr.com/photos/petereed/496392956/
- 9. How do we find this? Photo 息 Flickr user loop_oh at flickr.com/photos/loop_oh/4541017817/
- 10. By assigning value to indicators of off-line activities. Photo 息 Flickr user Thomas Hawk at flickr.com/photos/thomashawk/540936323/
- 11. Store locator use Store page views Rentals pages Local event pages Local class pages Local volunteer opportunities Links, Likes, Tweets for local content Photo 息 Flickr user Thomas Hawk at flickr.com/photos/thomashawk/540936323/
- 12. Theyre all worth something. So make an estimate. Dont fall into the trap of making your estimate perfect. Perfection takes up lots of time and stops good work from happening. Just be reasonable. Photo 息 Flickr user Thomas Hawk at flickr.com/photos/thomashawk/540936323/
- 13. Use these values to estimate the worth of total off-line activities Voil! Now youve created a simple business case and a vocabulary that you can teach to your organization Photo 息 Flickr user Koen Vereeken at flickr.com/photos/koenvereeken/2088902012/
- 14. But how do you convince the HiPPOs? Photo 息 Flickr user nilsrinaldi at flickr.com/photos/nilsrinaldi/5158417206/
- 15. Bring in the BIG GUNS Photo 息 Flickr user Thos003 at flickr.com/photos/thos003/5822205888/
- 16. We engaged David Mihm to audit our local visibility and help us understand the total landscape of opportunity. Photo 息 Flickr user Thos003 at flickr.com/photos/thos003/5822205888/
- 17. The result: A prioritized series of changes and optimizations, big and small, that we could pursue. Photo 息 Flickr user Thos003 at flickr.com/photos/thos003/5822205888/
- 18. chose the SMALL ones and that was ENOUGH
- 19. We used our new value vocabulary and business case to win tiny bits of support from all our partners Photo 息 Flickr user Akira ASKR at flickr.com/photos/akira_1972/3104076736/ Photo 息 Flickr user 401K at flickr.com/photos/68751915@N05/6355308765/
- 20. The low- hanging fruit of local search, if you will Photo 息 Flickr user Sherwood411 at flickr.com/photos/sherwood411/4864128553/
- 21. We optimized a few of our <title>s here Photo 息 Flickr user tamburix at flickr.com/photos/tamburix/6928172860/
- 22. Wrangled a tiny UX improvement there Photo 息 Flickr user baldiri at flickr.com/photos/baldiri/5735003580/
- 23. Ran a quick A/B test on our content here Photo 息 Flickr user mil8 at flickr.com/photos/mil8/2164167813/
- 24. We even ran a tiny local Link campaign Mad props if you know who Link is! Photo 息 Flickr user Dunechaser at flickr.com/photos/dunechaser/1883086933/
- 25. Our data-intensive reporting and incremental gains caught the imagination of leadership and garnered further support Photo 息 Flickr user Francesco Schwarz at flickr.com/photos/isellsoap/6885674187/
- 26. Because they had the vision to be able to see that this isnt about SEO. Its about the cross-channel customer experience. Photo 息 Flickr user Jeremy Brooks at flickr.com/photos/jeremybrooks/2294396074/
- 27. A cross-channel story is one that everyone in your organization can support because its all about the customer, not about you. Photo 息 Flickr user Daniel Y. Go at flickr.com/photos/danielygo/5391176827/
- 28. Success often breeds success. Little changes lead to big wins. Photo 息 Flickr user istolethetv at flickr.com/photos/istolethetv/3887342134/
- 29. Now our mobile app helps you find our physical stores
- 30. Now we provide local store product inventory visibility on our site
- 31. As well as on Google.
- 32. Now were working with an agency to manage our local information across Google properties, IYPs, wayfinding services, etc.
- 33. Now were running local/social presences all across the country
- 34. Now were running local/social presences all across the country
- 35. Now weve marked up our local store content with Schema.org microdata
- 36. Now weve got local staff engaged in creating local media with our members!
- 37. % is just the beginning.
- 38. Our conclusions: 1. Shrink the change by starting off small Photo 息 Flickr user istolethetv at flickr.com/photos/istolethetv/3887342134/
- 39. Our conclusions: 1. Shrink the change by starting off small 2. Use data to tell your story Photo 息 Flickr user ipuntxote at flickr.com/photos/dia-a-dia/7046151669/
- 40. Our conclusions: 1. Shrink the change by starting off small 2. Use data to tell your story 3. Dont chase the perfect at the cost of getting things done Photo 息 Flickr user jayneandd at flickr.com/photos/jayneandd/4450623309/
- 41. Our conclusions: 1. Shrink the change by starting off small 2. Use data to tell your story 3. Dont chase the perfect at the cost of getting things done 4. Seek outside counsel and guidance from experts Photo 息 Flickr user istolethetv at flickr.com/photos/istolethetv/3887342134/
- 42. Our conclusions: 1. Shrink the change by starting off small 2. Use data to tell your story 3. Dont chase the perfect at the cost of getting things done 4. Seek outside counsel and guidance from experts 5. Small changes lead to big wins for you and your customers Photo 息 Flickr user iL.C.N淡ttaasen at flickr.com/photos/magnera/3157602186/