optimizing for engagement (for searchlove boston)

#SearchLove @danaditomaso#SearchLove @danaditomaso

DANA DITOMASO

OPTIMIZE FOR ENGAGEMENT:FUTURE-PROOF YOUR LOCAL SEARCH RANKINGS


Local search is undergoing a few challenges.

#SearchLove @danaditomaso


What’s real about local?


Searching for a business.


Going to that business.


Reviewing that business.


Telling your friends about how great that business is.


And most of this happens on mobile devices.


You can have lots of Google accounts.


You probably use more thanone computer.


But you probably onlyhave one phone.


And that phone probablyhas Google location services

turned on.


And all those mobile actions?


That’s engagement.


What does Google know about engagement?


Google has a complete snapshot of your

engagement with the world.


Our strategic goal is engagement.


What tactics result in measurable engagement?


Strong engagement results in strong business.


Everything covered is measurable (in some way).


The knowledge panel is your engagement health check.


Missing popular times?Check your timeline.

I was at the hair salon next door.


What To Monitor

Clicks to websiteNumber of reviews

Review sourcesBusy times

Overall completeness


Is your email newsletter interesting & consistent?


Are your transactional emails worth reading?


What To Monitor

Total list sizeOpen rateClick rate

Conversion rateCompare full list vs Gmail only


Social signals are pureengagement.


Engage people who are talking about what you do.


What To Monitor

Activity & engagement(You vs your competitors)

New mentionsClick rate

Conversion rate


Use a review management system.


Spread your reviews around.


What To Monitor

Overall ratingRating by site

Total number of reviewsReview distribution


How do you confirm appointments?


How else can your space be used?


What To Monitor

Appointments & events added to calendars

Driving direction visits


Phone calls are decreasing.


Will call tracking be a barrier?


What To Monitor

Phone callsText messages

Call tracking usage


Put a link on your contact page.


Put a link in your footer.


Put a link in your confirmation emails.


Put a link...(you get the idea)


Create a custom link you can track.

(kickpoint.ca/driving)


What To Monitor

Driving direction visits


The strongest signal is when someone picks you.


What To Monitor

Organic trafficClicks from Knowledge Panel

Conversion rate


Can engagement beat proximity?


Grab the list of metrics:

kickpoint.ca/searchlove2017


KICKPOINT.CA/SEARCHLOVE2017

THANK YOU!

optimizing for engagement (for searchlove boston)

Business