optimizing for search and discovery in the mobile era
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WEBINAR:
Optimizing for Search and Discovery in the Mobile Era
DELIVERED BY
Rob Reed, Founder of MomentFeedSeptember 9, 2014
Overview
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Authenticity Matters• Why Facebook Likes Don’t Matter Anymore
• New Marketing Asset: The Digital Identity of Your Business Locations
• The Year of the Instagram Strategy - How Marketers Should Approach the Instagram Channel
• Optimizing for Search and Discovery in the Mobile Era
• How Mobile is Revolutionizing Shopper Marketing
• Managing Social Media for Franchises - Maintaining Brand Integrity While Empowering Franchisees
Rob Reed,Founder of MomentFeed
1. Why care about search and discovery?
2. How has search and discovery changed?
3. What are the challenges?
4. Doing it right
Why Care About Search and Discovery?
Traffic
• The top three organic search results on Google get over 61% of the traffic
• 50% of consumers are more likely to click on a search result if the brand appears multiple times on the results page
• 1% of all clicks are to “next page”
5
61%of traffic
Sources: Chitika, Brafton, Mediative
Purchase Intent
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% of consumers who visit a store within a day of their local search
50% 34%
Smartphone Computer/Tablet
Source: Google Study
Revenue
7
18% of local searches lead to sales (compared to 7% for non-local searches)
18% 7%
Local Searches Non-local Searches
Source: Google Study
How Has Search and Discovery Changed?
The Algorithm is Constantly Evolving
9
2009 2010 2013
890changes
400changes
550changes
One Change Per Day
Source: Search Engine Land
Google Search Engine Result Pages
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20
05
Typical 2005
Google SERP
20
14
Local Listings
Right Rail Map
Carousel PaidListings
Thumbnail Images Star Ratings
Mediative 2014
The “Golden Triangle”
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• In 2005 the “Golden Triangle” was an area of concentrated gaze activity at the top-left corner of a search results page
• If your listing was not in the “Golden Triangle”, your odds of being seen by a searcher were small
• Red areas are where participants spent the most time looking
New SERP
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• While the “Google Triangle” still exists during some search scenarios, it isn’t as prevalent
• Top organic results aren’t always in the top-left corner, so users look elsewhere to find them
• Mobile devices have conditioned searchers to scan vertically rather than horizontally
A Data Ecosystem Has Formed
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A Data Ecosystem Has Formed
Content & Social
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What are the Challenges?
Manage and Control Your Own Data
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Local Search Engine Optimization
Local Links + Local Content + Local Engagement = Local Pizza Place
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Distributing Content
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Responding to Customers
20
say an online review is equally as important as a personal recommendation
of clicks in a searchfor restaurants were to popular review/ratings sites
91%
Shoppers who read brand responses that offer to refund, upgrade, or exchange products are 92% more likely to purchase
9/10
Yelp
Doing it Right
Local Descriptions
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Consistent Branding with No Duplicates
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Location-Specific Content
Curating & Sharing Content
25
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Engagement at Each Location
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Accurate Location Information
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Optimized for Search & Discovery
How Do You Do It?
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1.Consistency counts
2.Cross-channel linkages are key
3.Localize your content
4.Publish early and often
5.Quality counts
What to Avoid
• Incomplete or inaccurate location data
• Missing presence on key platforms
• Inconsistent location data across platforms
• Generic content on Google, Facebook and Store Locator
• Lack of fresh engaging content on Local Pages
• High volume of duplicate pages
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• Today consumers demand authentic, locally relevant messages from brands
• MomentFeed allows you to deliver locally relevant content to all of your local assets in an easy and scalable way
• The MomentFeed Local SEO Solution optimizes and synchronizes location data and content across channels, forging the critical linkages that drive local SEO.
MomentFeed
Value of MomentFeed Local SEO
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1. Higher Rankings in Local Search Results
2. Prominent Placement in Google Carousel
3. Increased Visibility of Local Listings Across Platforms
Local SEO = More Customers & Revenue
MomentFeed Connects The Dots
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Forming the critical local SEO linkages
PinSync for Local SEO
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• Complete and accurate local listings
• Data optimization for search and social
• Cross-channel link building
• Store locator and landing pages
• Page de-duplicationOptimize
the information and contentthat forms a unique identity
for each location
PinSync
LocalVoice for Local SEO
35
• Social publishing that drives local SEO
• Fresh, authentic local content
• Automated localization of creative
• Publish to owned and unowned channelsEngage
consumers with authentic, locally relevant paid,
earned, and owned media
LocalVoice
The Complete Local SEO Solution
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• Social publishing that drives local SEO
• Fresh, authentic local content
• Automated localization of creative
• Publish to owned and unowned channels
• Complete and accurate local listings
• Data optimization for search and social
• Cross-channel link building
• Store locator and landing pages
• Page de-duplication
+
PinSync LocalVoice
Un-Optimized PinSync Data
Generic Brand URL
Generic Description
No Vanity URL
Missing Hours
No Facebook Category
No Location Photo
Optimized PinSync Data
Location-Specific URL
Location-Specific Description
Local Vanity URL
Accurate Hours
Proper Categorization
High-quality location photo
Rank Tracker
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Carousel
Place Rankings
• All posts/reviews centralized into one area
• Respond to reviews in bulk
• Dynamically insert relevant information
Improve Customer Service
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MomentFeed Platform
Questions?
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• Turning digital media into a profit center, instead of a cost center
• How suppliers can be utilizing shopper marketing through their retailers
• How distributors can work with suppliers to advance shopper marketing (with a case study on 7 Eleven)
• What the future looks like with the power of the iBeacon on the horizon
NEXT WEBINAR:
How Mobile is Revolutionizing Shopper MarketingTuesday, October 7 at 10AM PST
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