10:45am: Leveraging Local Search on a National Basis with:
Moderator: Aaron Goldman, VP, Marketing & Strategic Partnerships
Marc Barach, CMO, Ingenio
Mike Margolin, VP, Interactive Marketing Director, RPA
Christopher Knoch, Principle Consultant, Omniture Consulting Group, Omniture, Inc.
Aaron excitedly shows slides/stats from eMarketer supporting that budgets are going to local, “local is here”. 20% of all queries are local based but over half of all queries are for local info but do not include geographic terms in the query (according to SEMPO)
Local campaigns
Chris describes the importance of having locations of all offices your company operates in as well as having a store locator. Don’t overuse brands and use geo phrases in ads.
Aaron: What are some best practices for online-only retailers?
Chris: If you want to buy geo modified phrases that’s fine, but you better have some call out to things like “free shipping”. Position against some of the benefits from brick and mortar retailers.
What about local […]
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Written by on December 13th, 2007 with no comments.
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Different regions of the country have very different ways of saying the same thing. Maybe it’s because our country is spread across such a large land mass, because we’re a melting pot or maybe it’s because we all love creating new words and coining new phrases.
Whatever the reason, there are various ways to say the same thing and most often the word chosen is dictated by the region, creating an opportunity for every website to capture more visitors, if they are indeed optimized for the variations.
For example, here are all the different ways one might search for a ‘cabin’ in which to spend some vacation time:
Cottage
Chalet
Retreat
Country house
Camp
Cabana
Shed
Villa
Lodge
Log house
Just looking through that list – without my associating words to regions for you – you can probably guess most of them!
Now imagine if you’re trying to get interested vacationers from a different region to book a ‘villa’ on your website, but have […]
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Written by on December 6th, 2007 with no comments.
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The local search feature of Google uses Google Maps to display the links and other details of local businesses. Previously the feature used to appear as a clickable link but recently Google made it an integral part of search results. The narrower is the search term, the better is the result. For instance, if you […]
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Written by on August 27th, 2007 with no comments.
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