Local SEO 101 – Part 2

Last week, ZOG Digital held a webinar entitled “Digital Marketing for Multi-Location Businesses” – presented by ZOG, UBL and Forrester – as a 101 course in the who, what, where, why and how of Local SEO or Local / Mobile Search.  Like most marketers, I don’t have time for webinars – but I DO have time for… you guessed it – Cliffs Notes.  Here are the Cliffs Notes (part 2 of 3) from that webinar that illustrate the importance of, and how to accomplish optimization within Local / Mobile Search for a Multi-Location Business.


UBL: Business Profile Management

View the Slides Online > Business Profile Management

  • Local Mobile Searches(85.9 billion) are projected to exceed desktop searches (84 billion) for the first time in 2015 (eMarketer).
  • Search engines are the #1 information source used when looking for a local business / service (Thrive Analytics, Local Search Survey, August 2013).
  • Listing Syndication requires 4 actions; Claiming listings, Submit to aggregators, Submit to verticals, engage with a listing management service.
  • Google Places make it easy to check out KPIs for business listings (impressions, actions, top search queries, directions, by date), see image below.
  • Top business listing issues to look out for;
    • missing listings on key websites
    • corporate vs. branch or franchisee listing conflicts
    • branding inconsistencies
    • unclaimed locations or lost passwords
    • mismatched phone number w/ use of call tracking numbers
    • address variations
    • deficient or inaccurate categorization
    • website URL inconsistencies, misdirection
    • photo formats and bad image links
    • poor or incomplete descriptions

Screen Shot 2014-07-31 at 1.43.15 PM

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