Twitter: @gideonrubin [email protected]
LSA|14: Discovery and the Real Value of Content in Local Search
May 10, 2015
At LSA|14, Local Market Launch discussed how consumers looking without a brand in mind is really the true growth opportunity in local search online and also the vast majority of the searches taking place.
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Twitter: @gideonrubin [email protected]
Branded vs. Unbranded Search
+ Pasadena
vs.
+ Pasadena
Plumber
+ Santa Barbara
vs.
+ Santa Barbara Auto Parts
+ Huntington Beach
vs.
+ Realtor Huntington Beach
“So while many local searchers are looking for “name in mind” information, a substantial number don’t have a specific
business in mind (especially tablet users).”*
Source: searchengineland.com/study-78-percent-local-mobile-searches-result-offline-purchases-188660
Factual vs. Editorial
19
10
11 6 13
02 08
3 8
= editorial
Factual vs. Editorial
97 33
144 26
32 65 06 27
16 128 05 21
= editorial
Factual vs. Editorial
73% Lose Trust in Brands Due to its Inaccurate Content Online
Source: searchenginewatch.com/article/2338839/73-Lose-Trust-in-Brands-Due-to-Inaccurate-Local-Business-Listings-Survey
• Consumers need to be able to
trust the data they find about a business
• There’s nothing more frustrating
than turning up at a shop or restaurant which has closed down, moved or never even been located at that address!
Getting Your Brand Found by Consumers
brightlocal.com/2013/09/23/expert-citation-survey-2013
Your Brand Must Have Accurate Data Online
Wrong address 0 Reviews
Corrected Address 81 Reviews
• Richness refers to
descriptions, photos, hours, etc.
• Knowing the type of services,
opening hours, payment options is useful information for potential customers.
• It also supports the data you
load into Google+ and gives Google further proof points to corroborate the data it has about a business
brightlocal.com/2013/09/23/expert-citation-survey-2013
The “Richness” of Listings are Important
Before After
Getting Your Brand Found by Consumers
Unique editorial content has a higher intrinsic value • Challenging to create and scale.
The Real Value is in “Editorial” Content
The easiest editorial content • Original description of a company’s
products or services
How Much Content to Produce?
81% of
users expect businesses to respond on social media
Companies with the highest levels of social activity grew their sales an average of 18% per year,
SPEND AND PRAY
Strategic Local Presence Budget Content
Search
Long-Term Value
Twitter: @gideonrubin [email protected]
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