location, location, location - jenny simpson
TRANSCRIPT
Location, Location, Location – the basics and creative routes
Jenny Simpson, Head of PR & Content, Stickyeyes
Experience• 14 years of Search Marketing Experience• UK’s most progressive and 6th largest search agency • Unique data driven approach using our own innovative technology
Resource• £14m+ Annual Turnover• Team of 65 people in house• Entire off-site SEO team working in-house• In-house experience across a side range of verticals
Track Record• Over 400+ #1 rankings in a single year on Google.co.uk• Numerous top ranking terms across Europe & US• Consistently increase sales volumes via SEO and PPC below target Cost Per Sale
Who are Stickyeyes?
A total of 55 clients working across 18 verticals including retail, travel, and many more, delivering results in highly competitive areas including retail, finance and gaming.
Who we work with
So, what do we mean by Local?
• Promoting location-based services
• Exploiting geo-location opportunities, especially through Mobile
• Localisation for international audiences
• Using localisation within creative routes – aligning with PR and Social Media
Multiple customer touch points increase Local’s importance:
Google says users searched 18 times, on average, before booking in 2010
PPC/Organic SEO Info/Apps Reviews / Blogs
Search in 2011: Requires richer content, no cheating!
VINCE CAFFEINE PANDASearch Engine volatility across key verticals. Source: Stickyeyes
Mobile use is a gamechanger:
• 95% of smartphone users have searched for Local information• 77% have contacted a business, with 61% calling and 59% visiting the local business• Half of those who see a mobile ad take action, with 35% visiting a website and 49%
making a purchase
Source: Google
Even if you aren’t selling local services, prove you are real…
… are you a web only retailer competing with big brands with a bricks and mortar presence?
http://www.mobileshop.com – one of the biggest losers in the Panda update
Revealing Google Maps results…
Local effects natural and paid search
Reviews
Ratings
Reviews and ratings are influencing customers even before clicking through
Google are now offering FREE photography of interiors Think Google Streetview for hotel interiors!
Imagine the power of that on search results…
New in Local…
Let’s start with: Stickyeyes is a Leeds-based search marketing agency
But, what does Local really mean…
Being in Leeds tells you that we are also in…
Yorkshire
North of England
UK
Europe
Local can cover a big area…
What is Local to you?
Are your local assumptions correct?
International Localisation: Don’t be lost in translation…
International Localisation: Don’t be lost in translation…
Après-ski? Relaxing times, a meal or time in the sauna
International Localisation: Don’t be lost in translation…
Après-ski? Get the drinks in after a day on the slopes!
International Localisation: Don’t be lost in translation…
Après-ski? Basically – just drinking in the mountains!
It’s not just functionality – Local can drive PR campaigns
With some extra creativity and a Local angle, this charity campaign became…
It’s not just functionality – Local can drive PR and Social Media campaigns – promoting you across touch points
…an Award-Winning campaign
The 1st FourSquare check in at the North Pole
Local considerations for retailers with Local services and products
• QR Codes – align them with your Social Media strategies
• Press Releases – state your location – you can quickly gain visibility
• Optimise your videos and images for Local search terms
• Restaurants – use the hRecipe micro-format for rich snippets in search listings
• Are your ads Localised?• Gain traction with real reviews
THINK HUMANS…
THE ROBOTS WILL FOLLOW…
Summing up…
To find out about creative and data-driven solutions from Stickyeyes
Email: [email protected] Twitter: @stickyeyes @jennysimpson
Monitor and protect your brand online with http://www.marketdefender.com/
360 degree view of Social Media with http://social.stickyeyes.com
Sources and Useful Links
Thank you!
Summing up…