Digital Marketing Depot - Personalized Local Content: Frightful or Insightful?
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In this webinar Mary Bowling of Ignitor Digital, Brandon Fleming of Protection1/ADT and Cynthia Sener of Rio SEO provide best practices and insights into how brands can connect with local consumers through more personalized, meaningful website content. Learn how to make your website more accessible to search engines, and how to take your SEO to even higher performance levels with Consumer Generated Content.
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Digital Marketing Depot - Personalized Local Content: Frightful or Insightful?
- 1. Personalized Local Content: Frightful or Insightful? Tuesday, October 25, 2016 1:00 EDT (10:00 PT) Speakers: Mary Bowling, Co-founder, Ignitor Digital Brandon Fleming, SEO/SEM Marketing Manager, Protection 1/ADT Cynthia Sener, VP, Operations and Product, Rio SEO
- 2. ✓Turn off pop-up blockers ✓Technical difficulties? ❖Click on “Help?” link ❖Use Q+A box ✓Submitting questions to speaker ❖Q+A session at end of webcast ❖Use “Ask a Question” box to submit questions ❖Send questions at any time ❖#DMDwc #RioSEOWebinar @rio_seo Viewing Tips
- 3. Today’s Presenters Cynthia Sener VP, Operations and Product Rio SEO Mary Bowling Co-founder Ignitor Digital Brandon Fleming SEO/SEM Marketing Manager iProtection/ADT
- 4. Basis of Search Do what’s best for the searcher and they’ll keep using your search engine.
- 5. Evolution of Local Modeling the real world
- 6. Modeling the real world Evolution of Local
- 7. Modeling the real world Evolution of Local
- 8. Localization The aim of localization is to give a product the look and feel of having been created specifically for a target market, no matter their language, culture, or location. @MaryBowling https://www.gala-global.org/language-industry/intro-language-industry/what-localization “ “
- 9. For Searchers @MaryBowling Get facts: Phone Address Areas Served Directions Map location Proximity
- 10. For Searchers @MaryBowling Get opinions: Rating Stars Reviews Critics Reviews
- 12. @MaryBowling “Get” the experience For Searchers
- 13. @MaryBowling Check trustworthiness: Experience Licenses Education/Training Community karma Guarantees/Warranties Professional accreditations For Searchers
- 14. Save money: Sales Discounts Coupons Promo codes Alerts Daily deals Loyalty programs @MaryBowling For Searchers
- 15. @MaryBowling “Meet” the people For Searchers
- 17. For Search Engines @MaryBowling Your Money or Your Life “We have very high Page Quality rating standards for YMYL pages because low quality YMYL pages could potentially negatively impact users’ happiness, health, or financial stability.” Google Search Quality Evaluator Guidelines
- 18. @MaryBowling Your Money or Your Life “We have very high Page Quality rating standards for YMYL pages because low quality YMYL pages could potentially negatively impact users’ happiness, health, or wealth.” - Google For Search Engines
- 20. @MaryBowling “However, we do expect websites of large companies and organizations to put a great deal of effort into creating a good user experience on their website, including having helpful Supplementary Content.” - Google Enterprise Expectations For Search Engines
- 21. Enterprise Advantages Powerful websites Good links Teams of developers Dedicated marketers Bigger budgets @MaryBowling For Search Engines
- 22. @MaryBowling Store Locators For Search Engines
- 23. @MaryBowling Store Locators Need: Visibility on all pages Page authority to push to local pages Easy to use Logical, hierarchal structure Plenty of internal text links XML sitemaps Optimized pages Schema mark up For Search Engines
- 24. Store Locators @MaryBowling For Search Engines
- 25. For Search Engines @MaryBowling Neighborhood Neighborhood Neighborhood Store Locators
- 26. @MaryBowling Neighborhood Neighborhood Neighborhood Super Crawlable Structure For Search Engines
- 27. For Brand Locations @MaryBowling Better local and organic rankings from brand website More new leads/new customers from corporate Don’t have to maintain their own website Technical expertise not needed Location Benefits
- 28. For Your Brand @MaryBowling Of brand messaging, look, feel Can rank well for many locations Can take credit for many local leads Can prevent local operators from getting competing websites/marketing Better Control:
- 29. @MaryBowling Do More Cool Things For Your Brand
- 31. Question slide Transition to Brandon’s slides
- 32. Goals of Personalization Reduce Friction. Remain Relevant. Drive Growth.
- 33. National Brand Challenges Being a National Brand, it can be challenging to manage and maintain a hyper-local experience across thousands of instances, but it’s not impossible.
- 34. National Brand Challenges Consumers may assume national brands are: • Out of reach • Irrelevant • Too centralized • Too big • Don’t support the local economy
- 35. National Brand Challenges The truth is that we: • are Reachable • are Relevant • are Locally based and supported • are Stable due to our size • do Support the local economy
- 36. National Brand Challenges How most consumers view National Brands
- 37. National Brand Challenges How localization of content changes the way consumers see our brand
- 38. Personalizing at Scale is Possible “56% of consumers say Amazon demonstrates an understanding of individual preferences and needs on a regular basis”
- 39. Examples of Digital Personalization • Remember Me (logins) • Locations Nearby • Product Recommendations • Personalized Customer Service Content • Relevant Advertising • Social Media Content That Matters
- 40. How we Personalize Content and Feel Local • Local Locations • Maps • Directions • Inventory • Pricing • Local Reviews • Local Phone vs. Toll-Free Number • Local Content Relevant to your Business • Crime Data • Safety Statistics
- 41. Beyond SEO and Digital • Leverage local content and data to help your team win! • Sales reps can share the data from your local content to reinforce the value they are offering when “at the door” making their pitch to a prospect. • Retention teams can use the data to stay relevant when speaking to customers in your local markets.
- 42. Social and Paid Media • Social media is a great place to amplify your local content. • Many advertising platforms allow you to geographically target users— or in the case of search engines, you can target by geo-modified terms(search phrases that include the city name). Why not share your local content with them? • Include local content and data in any of your localized paid media landing pages. Even a small amount of localized content adds value.
- 43. Question slide Transition to Cynthia’s slides
- 44. Why Personalize? Consumers are more connected than ever
- 45. Search has Gone Mobile If you’re not mobile Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. Local Intent 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. Willingness to share location 62% of adults under 34 are willing to share their location get more relevant content
- 47. The Ultimate Personalization is Localization
- 48. Engage at the Local Level! Local Landing Pages for Each Store • Enables you to quickly and easily publish highly relevant pages for each location • Ensures rankings that get your locations found in search • Creates interactions that convert searches to customers
- 49. Incorporate Local Specific Content Landmarks, Services, Events, Products • Showcase local attractions and nearby information for travelers on local pages • Highlight additional services that your company offers • Incorporate hyper-local events and social media to engage visitors • Add in-store inventory and products to drive conversions
- 50. Unleash the Power of Local Optimized store locator drove 42% lift in search volume across 1,470 local pet specialty retail locations
- 51. Utilize User Generated Content • Engage local consumers at the local level with User Reviews, Comments & Review integration • Easily integrate dynamic content like product feeds or reviews • Use on-page elements to control what your customers are interacting with • Increase user interaction at the local level