lsa bootcamp san francisco: digital presence and seo fundamentals

Digital Presence and (Local) SEO

Fundamentals

Damian RollisonDirector of Product

Consumers use multiple devices to search online for local businesses.

Bottom line: If you’re not managing your digital presence, you’re losing business to your competitors.

Search Marketing

Contextual Marketing

Proprietary Listings

Organic Listings

Name-in-Mind Search

Organic digital marketing: Anything you can do to appeal to online customers on your own with hard work and little to no budget

Why is organic digital marketing indispensable?

Your data’s already out there...

http://www.wired.com/2014/07/hacking-google-maps/

Multiple Paths to Purchase

Google

Bing Organic

Secondary Directories

Google Maps

Bing Places

Google Organic

FoursquareYelp Facebook

Bing

Your Website

ApplePlatform Layer

Service Layer Apple Maps

Site Layer

Destination Layer Store Visit or Service Call

Which Sites Matter Most?

The “Big 6”

► Five things to focus on:

● NAP (name, address, phone number)

● Category or categories● Hours● Photos● Link to your website

Claiming Essentials

Can you spot the claimed listing?

T.A. Roberts looks like they’re paying attention

Jim Bustos doesn’t

Random photo

Nobody’s home

Ready to take it to the next level?

Secondary Directories

Data Aggregators

www.bingplaces.com www.mapsconnect.apple.com

Get Listed: Maps

www.google.com/business

biz.yelp.com business.foursquare.com/claim

www.facebook.com/business/learn/set-up-facebook-page/

Get Listed: Social Sites

www.databyacxiom.com/small-businesses.htmlhttp://www.expressupdate.com/search

https://www.factual.com/contact#update_add_business https://www.neustarlocaleze.biz/directory/us/

Syndicate Your Data: Aggregators

Every place you appear online is an opportunity to engage customers.

The point is to: • Be present where customers are searching • Be available for discovery• Give customers multiple paths to your door• Create opportunities for feedback and engagement

And remember the ten places that matter most.

Don’t worry …