we search local
DESCRIPTION
Optimize your data to soar ahead of your competitors in the Local Search race by listing with the #1 provider of local search data. Why? Because people under 40 don't use print yellow pages. WSL lists you continually in 90+ search engines--your one stop shop for what would take days of work to accomplish.TRANSCRIPT
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Online Local Search Listings Optimization
Ensure the Most Accurate Location Information
Add Rich Content to Trigger Consumer Buying Decisions
Be Found in Local Search Listing Site Results
Promoting (Your) Local Online Identity
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What Local Search Is Why It MattersHow to Take Advantage of It
Local Search Listings:• What They Are, Where They Fit• Why They’re Critical• How They Work; The Challenge for Your Business
How We Help
Getting Started
Today’s Discussion
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“Online consumers looking to find qualified local businesses,
by entering “top of mind” (key) words, phrases and geographic
modifiers on major search engines, Internet Yellow Pages and
other online directories.”
“Online consumers looking to find qualified local businesses,
by entering “top of mind” (key) words, phrases and geographic
modifiers on major search engines, Internet Yellow Pages and
other online directories.”
What Exactly IS Local Search?
Nike Shoes in Dallas
Chicago Chinese Restaurant Dim Sum
Red Dresses in Miami FL
Tire Repair in Zip Code 90210
San Diego emergency plumber taking visa
Spanish speaking Atlanta taxi
24 hour Bank Las Vegas
Pizza delivery credit card 20713
Saturday day care New York city
X Box Store Denver Colorado
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Why Local Search Matters- Because That’s how Consumers Now Shop!
Over 2.6 Billion2.6 Billion Local Searches conducted each month in 2008 (a 58%
increase over 2007)1
Local Search accounted for over 30% of all search traffic in 2008 (up
from 25% in 2007)1
80%+ of searches start with a search engine2, not a corporate website!
1. conScore/Yellow Pages Association 20092. SMX 2008
0 2 4 6 8 10
# Searches/Month in Billions
2007
2008
Ye
ar
Local Search Takes Larger Share
Local Searches
Total Searches
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Local Online Search InfluencesConsumers Early & Throughout the Buying Cycle
“Nearly half (45 percent) of Internet Yellow Pages and local online directory searchers made a corresponding offline purchase in the fourth quarter of 2008” (comScore/YPA 2009)
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Consumer Fragmentation in Local Search
2% Social Networks2% Mobile Local
49% Major SE
17% Major LocalSearch Engines
30% InteractiveYellow Pages
Source: comScore/TMP October 2008
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Consumer Fragmentation: The Long Tail of Local Search
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How Local Search Engines are Primarily Used
Major Search Engines--Highest percentageOf users doing research(over 20%)
Major Local Search Engines--Highest % of users are for finding Address/Directions Recovery(30%)
Interactive Yellow Pages--Highest % of users for findingPhone Number Recovery (34%)
Source: comScore/TMP October 2008Consumers Use Various Sites for Various Reasons,
Managing Content on One Site is NOT Enough Consumers Use Various Sites for Various Reasons,
Managing Content on One Site is NOT Enough
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Local Search Listings- Their fit in the major search engines
Website OptimizationSEO
Local Search Results
Pay Per Click (ppc)SEM – SE Marketing
“paid ads”
Pay Per Click (ppc)SEM – SE Marketing
“paid ads”
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Source: MarketingSherpa 2007 Benchmark Guide 2007
The vast majority Searchers look in in the “Golden Triangle”
and That’s Where Local Search Listings are Presented!
Local Search Listings – Why They’re Critical for Your Business
BUT--Are You Represented?
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Example – Optimized Profile Page
~ Business Profile Page ~More details on the business
1. Basic Local Listing Info:
• Business Name• Local Address• Local Number
2. Business Attributes:
• Drives “Findability”
• Triggers Action• Make Accurate
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Before & After 2007 2008
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Geo-Proximity to the Searched Location/Zip Code
Searched “business or service/product/brand” – is in the Business Name?
Searched “business or service/product/brand” – this ‘content’ associated with the business profile
Has the marketplace interacted with the listing –
i.e. User feedback, etc…
Generation of Business ListingsGeneration of Business Listings
Factors:
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1
2
Content Found in Profile3
4
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Local Search Listings Relevancy FactorsLocal Search Listings Relevancy Factors
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Why Broad Distribution Matters
1. Results are Served, andConsumersMay Look…
1. Results are Served, andConsumersMay Look…
Here…
Or Here…
Or Here
Or Here…
2. So YouNeed To Be Listed…
2. So YouNeed To Be Listed…
Here…
And Here…
And Here…
And Here!
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All these partners in our distribution network play a roll in Sports Authority’s strong web page citation numbers
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Citations + Web References
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Local Search Listings are managed and maintained in separate Local
Search Site Databases, comprised primarily of data from print Yellow
Pages, which can be up to 2 years old.
Meaning your Local Search Listings are possibly being viewed by
motivated online consumers right now and,
Your current listings may be:
– INACCURATELY REPRESENTING YOUR BRAND, due to Inaccurate, incomplete
and out-of-date information, and/or;
– OMMITED FROM SEARCH RESULTS COMPLETELY, OR PROVIDING LITTLE
CONSUMER BUYING MOTIVATION, due to lack of deep information on your
business that’s necessary for your listings to “come up” in results, and providing
inadequate buying information when they do.
Local Search Listings – How They Work, The Challenge for Your Business
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Getting Control Over your Local Search Listings Content – What We Do for You
1. CAPTURE Current Listings 1. CAPTURE Current Listings
3. ORGANIZE and STRUCTURE Updated, Deep Listings3. ORGANIZE and STRUCTURE Updated, Deep Listings
2. CORRECT, UPDATE and DEEPEN Current Listings 2. CORRECT, UPDATE and DEEPEN Current Listings
4.DISTRIBUTE Updated, Deep Listings, Optimized for Local Search Listings ResultsTo over 85 top search engines, Internet Yellow Pages and specialty directories
4.DISTRIBUTE Updated, Deep Listings, Optimized for Local Search Listings ResultsTo over 85 top search engines, Internet Yellow Pages and specialty directories
Manage An Easy, Cost Effective Five Step Process:
From U.S. Repository of All Businesses*
Dramatically enhances visibility/”find ability using a proprietary, hierarchical taxonomy engine*
5. MANAGE Updated, Deep Listings, in batch or one-off processes 5. MANAGE Updated, Deep Listings, in batch or one-off processes
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Some “Best Practices” Tips and Tools Used toDeepen Your Content, Enhance Your Listings Visibility
Consider that Consumers Search by “Top of Mind”:• Business Name ( Superior Air Company)• Category (Business Type, i.e., Heating & Air
Conditioning)• Brands (Trane, Carrier, Lenox etc..)• Products (Furnaces, Air Conditioners, Humidifiers)• Services (Furnace Repair, AC Maintenance)
Add Rich Content to Local Listing Information:• Website• Email Address• 800 #• Fax #• Hours Of Operation• Brand Affiliation• Products• Services• Payment Methods
• Avoid Duplication Across Listings • Provide Address Whenever Possible. • Provide Alternated Phone Numbers
Accommodate for Both Types of Local Search:• Recovery Search: Business Name is Known – looking for more
information from that Business to make an Intent to Purchase• Discovery Search: Business Name is not Known – product or service is
searched and desired business uncovered This is Where We Can Help!
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Results from Updating, Deepening Your Listings Content
Example--Match Found Due to Enhanced Content From a “Brand Search”
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Where Your Updated, Enhanced Listings Go—The Distribution Network (Over 80+ partners today = 90% of Local Searches)
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The Take Aways:
• Local Search is here, and going mainstream
• Local Listings Sites are a prominent, increasingly popular
component of the Local Search landscape
• Recency, accuracy and depth of content are critical to supporting
your business image…and bringing you qualified customers
• Online consumers are fragmented--robust, broad content
distribution is key to maximize reach
• We’ve created an easy, affordable one-stop-shop for you to realize
the benefits of Local Listings content management and distribution