local tactics for national brands

Local Tactics for National Brands

Cori ShirkSeer InteractiveSearchFest 2016

The struggle#SearchFest @corishirk | Seer Interactive

You have a super power#SearchFest @corishirk | Seer Interactive

BRAND#SearchFest @corishirk | Seer Interactive

BRANDis the promise of an experience

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Stay alert#SearchFest @corishirk | Seer Interactive

Strong foundations win

#SearchFest @corishirk | Seer Interactive

Listings Localized Website

Reviews Links

#SearchFest @corishirk | Seer Interactive

Localized Website

Reviews Links

#SearchFest @corishirk | Seer Interactive

Listings

#SearchFest @corishirk | Seer Interactive

5 W’s of Fully Optimized Listings

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Who: NAP + Logos

#SearchFest @corishirk | Seer Interactive

What: Categories

#SearchFest @corishirk | Seer Interactive

Where: Lat/Long,Neighborhood,

Containment Stores

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When: Store Hours

#SearchFest @corishirk | Seer Interactive

Why: Business Description

#SearchFest @corishirk | Seer Interactive

Who: NAP + LogosWhat: CategoriesWhere: Lat/Long, Neighborhood,Containment StoresWhen: HoursWhy: Business Description

#SearchFest @corishirk | Seer Interactive

BrightLocal’sCitation Tracker

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Places Scout

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Moz Local

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Yext

#SearchFest @corishirk | Seer Interactive

Moz Local + Yext

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Reviews Links

#SearchFest @corishirk | Seer Interactive

Listings

Localized Website

I.D.I.O.T.’s Guide to Location Pages

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

IndividualD iscoverableInformativeOptimizedTagged

#SearchFest @corishirk | Seer Interactive

Individual

I really need to make a case for this?

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

They actually

work!

#SearchFest @corishirk | Seer Interactive

0

10

20

30

40

50

60

70

0

500

1000

1500

2000

2500

3000

3500

Traffic and Appointments Booked from New Store Pages

Sessions (Local) Appointments Booked (Local)

#SearchFest @corishirk | Seer Interactive

250

300

350

400

450

500

550

600

650

7,500

12,500

17,500

22,500

27,500

32,500

37,500

All Traffic and Appointments Booked

Sessions (All) Appointments Booked (All)

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

Discoverable

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

Informative

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#SearchFest @corishirk | Seer Interactive

Siteliner.com

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NOT GREAT

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#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

“But scaling local content is hard!”

#SearchFest @corishirk | Seer Interactive

survey

Survey your franchisees

https://www.flickr.com/photos/plings/#SearchFest @corishirk | Seer Interactive

survey

seer.is/1nuN9VS

https://www.flickr.com/photos/plings/#SearchFest @corishirk | Seer Interactive

Optimized

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

Tagged

#SearchFest @corishirk | Seer Interactive

IndividualD iscoverableInformativeOptimizedTagged

Use technology!

#SearchFest @corishirk | Seer Interactive

Links

#SearchFest @corishirk | Seer Interactive

Listings Localized Website

Reviews

You can’t ignore them#SearchFest @corishirk | Seer Interactive

Track them

#SearchFest @corishirk | Seer Interactive

Identify locations that need extra help

#SearchFest @corishirk | Seer Interactive

Empower your team!

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

Listings Localized Website

Reviews

Links

“But scaling local link building is hard!”

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

StLouisRealEstateExchange.comBaltimoreFishbowl.com

RealEstateNewsNYC.comVerticalLivingOrlando.com

JetSetDC.comNorthEndWaterfront.com

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

#SearchFest @corishirk | Seer Interactive

Boston.comPennLive.comPhillyMag.com

CAPoliticalReview.comAlexandriaNews.com

MidWestWinePress.com

Links

#SearchFest @corishirk | Seer Interactive

Links

#SearchFest @corishirk | Seer Interactive

Relationships

#SearchFest @corishirk | Seer Interactive

Showcase offline relationships, online

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Empower your team!

#SearchFest @corishirk | Seer Interactive

Preferred Partner Badge Strategy

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Listings Localized Website

Reviews Links

#SearchFest @corishirk | Seer Interactive

Thanks!

#SearchFest @corishirk | Seer Interactive