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it’s not your mother’s yellow pages

places. it’s not your mother’s yellow pages. Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com Twitter: @ mblumenthal. 97%. Sources: eMarketer. 4,421,000,001. Comscore.com 11/12 | Mihm 12/12. 3,357,000,001. Comscore.com 01/12 | Ed Parsons Google 12/12. v. v. v. v. v.

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it’s not your mother’s yellow pages

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  1. places it’s not your mother’s yellow pages Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com Twitter: @mblumenthal

  2. 97% Sources: eMarketer

  3. 4,421,000,001 Comscore.com 11/12 | Mihm 12/12

  4. 3,357,000,001 Comscore.com 01/12 | Ed Parsons Google 12/12

  5. v

  6. v

  7. v

  8. v

  9. v

  10. v

  11. Local Data: Eye Tracking

  12. Difference between Yellow Pages & Google Yellow Pages Difficulty: Easy Cost: Expensive Service: Phone & Rep Service Google Places Difficulty: More Complicated Cost: Free Service: Do It Yourself

  13. Some Other DifferencesWith Google Places • Business Listings areAssembled by Computer • Listings Displayed Across Different Array of Devices and Technologies

  14. How Does Google Assemblea Business Listing

  15. How Does Google Places Assemble a Business Listing The “Cluster”

  16. Plus page as a Search Result v Nearby Competitors

  17. Listings display across different array of devices Google LocalOne Box Google TV Mobile MapsGoogle Directories Google Maps Google Car Google SMS Google Places Navigation Latitude

  18. Listings display across different array of platforms Google TV Mobile MapsGoogle Directories Google Maps Google Car Google SMS Google Places Navigation Latitude

  19. vav One Other Difference – Sales “Hi Mike, this week 6 new customers in the store based on reviews alone.  6 sales, have I mentioned lately how much I love you? If we continue to do this right, I can forego some of the expensive advertising and build up my wallet and our businesses.  WooHoo Thanks!” ~ 02/13/10 Barbara Oliver

  20. Steps To Managing Your Listing • Before You Start • Establishing Trust • Providing A Baseline Presence • Enhancing Your Standing • Review Management

  21. Before You Start – The 6 P’s • Do keyword research. • Review business name & address (NAP) • READ THE GUIDELINES • Make sure that you provideexcellent customer service.

  22. Before You Start – The 6 P’s • Keyword Research

  23. Test Keywords w/ Searches Before You Start – The 6 P’s • Keyword Research

  24. Before You Start – The 6 P’s • Review business name & address (NAP) • One name • Every Place off-line and on • Check Map accuracy NAP Consistencyis the tactic Branding is the strategy

  25. Before You Start – The 6 P’s • READ THE GUIDELINES

  26. Before You Start – The 6 P’s •Provide Excellent Customer Service

  27. Before You Start – The 6 P’s • Pick the right categories. • Write a great business description. • Gather Digital Assets. • CHECK FOR PROBLEMS

  28. Check for Problems NAP Audit –Getlisted.org

  29. Establish Trust with Google’s Algo • Have your contact informationon every page of your website. • Include Your Business Name onLanding Page, Title & Meta Description. • Whois Domain Record Visible (Not Private) • Claim Your Record in the Places Dashboard (with email @yourdomain) • Establish Author Relationship w/Google

  30. Branded Search v

  31. Providing A Baseline Presence NAP+W – Consistent name, address, phone & website on: • Legal Documents • Phone Directories • Update Your Listing W/ Google’s Primary Providers - Localeze, infoUSA & Axciom (via Getlisted.org)

  32. Providing A Baseline Presence

  33. Providing A Baseline Presence Claim listings from the principalsecondary data suppliers/sites: •Facebook & Bing, Yahoo, Yelp, SuperPages (Yext) • Claim Industry Specific Directories -Tripadvisor,Avvo, DealerRater etc. • (HotFrog, YellowBot, Kudzu) • Note: You claim it. You own it.

  34. Providing A Baseline Presence

  35. Enhancing Your Standing Increase your Relevance & Prominence v

  36. A Model of Ranking Factors Score of Highest Citation•LP Score of Website •# of Review Sites•Proximity to Centroid• •Within Geography • Business Name• Business Category• Content Total # of WebPage (Citations)Geo Ref & Reviews Total Mentions In Info Docs Legitimacy & Location TrustLocal Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

  37. Enhancing Your Standing INCREASE THE RELEVANCE OF YOUR LISTING. • Business Title • Business Category • Inbound Link Phrasing or Citation • Web content & architecture

  38. Enhancing Your Standing INCREASE YOUR RANK (Prominence): • Popularity of My Maps & GeoReferences • Reviews • Citations & In-bound Links

  39. What is a Citation? • Any online content that Google can associate with your Places Account. • Includes Business Name Or Number 1 or more of the following: Phone Number Address Link

  40. Citation Examples (In order of importance) #3 No Links v Barbara Oliver and Co Jewelry5820 Main Street Suite 311Williamsville, NY 14221(716) 204-1297 In a Directory: Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-204-1297 In a newspaperarticle or blog post:

  41. Citation Examples (In order of importance) #2 Link on Business Name v Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 - Williamsville, NY 14221-5776 - (716) 204-1297 Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 - Williamsville, NY Barbara Oliver and Co Jewelry (716) 204-1297 Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297

  42. Citation Examples (In order of importance) #1 Link on Keyphrase v Barbara Oliver and Co. Jewelry, call (716) 204-1297 for an appointment with Buffalo's best jeweler Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311- Williamsville, NY 14221, your source for custom jewelry in Buffalo These Must be Earned

  43. How Do You Get Citations? The New Currency of Business Relationships • Boards you volunteer on • Donations to charity • Chamber of Commerce • Mine Existing Links • Find New Citations

  44. Reviews: Where Social & Rank Meet Score of Website •# of links referring to business •Highest score of those links • Popularity of User Maps • • Within Geo-Area • Business Name • Business Category• Content• Anchor Text in Citations Total # of WebPage (Citations)Geo References &Reviews Legitimacy & Location TrustLocal Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification • Low/Moderate Ranking Impact

  45. Engagement? Endorsement!

  46. 70% Sources: Neilson 2009 Harvard Business Review 2008

  47. Reviews Now Front & Center v Reviews = Credibility

  48. Reviews Now Front & Center v 46% Read Reviews First

  49. The Secrets to Successful Review Management Avoid Bad Reviews Ask For (Real) Reviews Monitor

  50. Virtuous Cycle Of Reviews

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