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Chicago	
  •	
  November	
  	
  4–7,	
  2013	
  •	
  #SESCHI	
  @SESConf	
  
World Class Local
Optimizing Listings, Place Pages, and Beyond
Benu	
  Aggarwal	
  
Milestone	
  Internet	
  Marke3ng	
  Inc.	
  
President	
  and	
  Founder	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
World	
  Class	
  Local	
  
Op3mizing	
  Lis3ngs,	
  Place	
  Pages,	
  and	
  Beyond	
  	
  
	
  •  Where	
  is	
  Local?	
  	
  
•  Factors	
  ImpacIng	
  Local	
  
•  Local	
  Search	
  Ecosystem	
  2013	
  –	
  Google	
  
•  Consistent	
  UNAP	
  Process	
  
•  Google	
  +	
  Place	
  Page	
  OpImizaIon	
  Process	
  
•  Hyperlocal	
  –	
  Yelp	
  and	
  Four-­‐Square	
  	
  
•  On-­‐Page	
  Local	
  OpImizaIon	
  
•  Geo	
  Specific	
  SCHEMA’s	
  
•  Meta	
  Search	
  –	
  Hotel	
  Finder	
  	
  
•  Key	
  Take	
  Aways	
  	
  
	
  
	
  	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Milestone	
  at	
  a	
  glance	
  
Drive online revenue and profitability for our clients
Silicon Valley ~ Chicago ~ India
150 employees ~1500 hotels
Digital marketing software and services for hospitality
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Google+
Local
Bing Local
Yahoo
Local
IYPs	
  
Maps
Internet Yellow Pages
Local
Search
Local Citations
Travel Sites UGC
Hyperlocal
Where is Local? – All Channels
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Factors	
  ImpacIng	
  Local	
  
•  OpImizing	
  Local	
  Profile	
  on	
  Google+,	
  
Bing	
  Local,	
  Yahoo	
  Local	
  	
  
•  IYPs	
  and	
  Data	
  aggregator	
  -­‐	
  NAP	
  
consistency,	
  citaIon	
  volume	
  	
  
•  Social	
  and	
  Hylerlocal	
  Signals	
  –	
  
Google	
  +,	
  Facebook	
  likes,	
  Mobile	
  	
  
•  Duplicate	
  lisIngs	
  	
  
•  On-­‐page	
  Local	
  OpImizaIon	
  
•  Number	
  of	
  reviews	
  	
  	
  
Local Signals
Places Page
External Loc.
On-page
Link
Review
Social
Behavioral/
Mobile
Personalization
http://moz.com/local-search-ranking-factors
from survey by David Mihm
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Local	
  Search	
  Ecosystem	
  2013	
  -­‐	
  Google	
  
There are 100’s of channels that you can advertise
in…..only a few matter!
Search	
  Engines	
  
Data	
  Providers	
  
Hyperlocal	
  
IYPs	
  
Travel	
  Sites	
  UGC	
  
Local	
  CitaIons	
  
Maps	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Consistent	
  UNAP	
  Process	
  	
  
•  URL,	
  Name,	
  Address,	
  Phone	
  
number(UNAP)	
  consistency	
  	
  	
  
•  Local	
  and	
  Hyperlocal	
  profiles	
  	
  
•  CitaIons	
  and	
  data	
  feeds	
  	
  
•  OpImizing	
  website	
  	
  	
  
Brand.com	
   Independent	
  
Enhance	
  Data	
  
Consistent	
  UNAP	
  	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Timeline	
  to	
  Make	
  Changes	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
And thousands more…….
How	
  do	
  you	
  know	
  which	
  channels?	
  	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Google	
  +	
  Place	
  Page	
  	
  
	
  
Process,	
  Best	
  PracIces,	
  Fully	
  
OpImized	
  Profile	
  and	
  Social	
  Signals	
  	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Google+ Page Place Optimization Process
Create business
page (or access to
existing)
Send verification
postcard
Receive PIN;
Merge listing
QA listing;
Optimize listing
per guidelines
Add Social posts
and listing
extensions
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Google+ Listing Verification
§ Postcards generally arrive within 1 week
§ Verification for Google+ is not available in all countries
§ Provide contact person name, to ensure postcard isn't thrown out
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
•  Business	
  Name	
  is	
  correct	
  and	
  in	
  only	
  one	
  language	
  
•  Address	
  is	
  accurate,	
  and	
  is	
  geo-­‐coded	
  using	
  Google	
  standards	
  
•  Business	
  Hours	
  are	
  added	
  
•  Correct	
  contact	
  informaIon	
  (Phone,	
  Fax,	
  URL,	
  Email)	
  are	
  added	
  
•  Correct	
  Categories	
  are	
  displayed	
  (up	
  to	
  10)	
  
•  Profile	
  Image	
  uses	
  correctly-­‐sized	
  logo;	
  Uses	
  a	
  high-­‐resoluIon	
  Cover	
  
Flow	
  Image	
  of	
  the	
  business	
  or	
  local	
  area	
  
•  LisIng	
  is	
  connected	
  with	
  URL	
  through	
  Webmaster,	
  and	
  to	
  any	
  other	
  
Google	
  Extension	
  (i.e.	
  AdWords	
  Express)	
  
•  Publisher	
  tag	
  added	
  -­‐>	
  URL	
  verified	
  on	
  G+	
  Profile	
  
•  Advise	
  client	
  to	
  have	
  a	
  minimum	
  of	
  10	
  reviews,	
  5	
  followers,	
  5	
  
business	
  images	
  and	
  on-­‐going	
  “check-­‐ins”	
  by	
  customers	
  
Google + Best Practices
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Correct	
  UNAP	
  and	
  contact	
  
informaIon	
  
	
  
OpImized	
  Images	
  for	
  profile,	
  
cover	
  and	
  of	
  property	
  
	
  
Accurate	
  map	
  marker	
  locaIon	
  
	
  
Correct	
  Categories	
  
	
  
Merged	
  and	
  verified	
  
	
  
OpImized	
  content	
  
	
  
Overall	
  review	
  score	
  
	
  
Get	
  Custom	
  URL:	
  	
  	
  	
  	
  	
  	
  
+Hya$EscalaLodge	
  
	
  
User	
  Reviews	
  of	
  Business	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Social	
  signals	
  in	
  acIon	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Yelp	
  
5.4	
  Million	
  Searches	
  for	
  Hotels	
  on	
  Yelp	
  in	
  
January	
  2013	
  
41%	
  of	
  Hotel	
  Searches	
  on	
  Yelp	
  are	
  on	
  
Mobile	
  Devices	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Yelp	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Yelp
Check-in offer
Photos
Specialties and
Announcements
Business
Info
User
Reviews
UNAP
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Foursqure visibility with check-in offers
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Local	
  Search	
  Ecosystem	
  2013	
  -­‐	
  Apple
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Local	
  lisIng	
  in	
  Google	
  Maps	
  
Driving directions, star rating, # of
reviews
Engagement CTAs
Actual photos of the property
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Display Address in text
Phone numbers
Location MAP
Image names and ALT tags
Should have city-state
keywords
Add physical address text
to bottom of every page. Add hCard
Microformat to enable rich snippet.
Website	
  OpImized	
  for	
  Local	
  Search	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Schema	
  verificaIon	
  
•  Schema	
  ImplementaIon	
  on	
  various	
  pages	
  and	
  
review	
  of	
  working	
  Schema	
  through	
  
Webmaster	
  Structured	
  Data	
  Report	
  	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Hotel	
  Finder	
  ranking	
  factors	
  
•  Number	
  of	
  quality	
  reviews	
  
•  Pricing	
  
•  Presence	
  on	
  Google+	
  Local	
  
•  Quality	
  pictures	
  
•  Proximity	
  to	
  city	
  center	
  
http://www.searchenginejournal.com/google-hotel-finder-war-hotel-serp-listings/67152/#FcsjRIHWDziWrB4H.99
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Key	
  Take	
  Aways	
  	
  
•  Consistent	
  Nap	
  	
  
•  Quality	
  Directories	
  and	
  Search	
  Engines	
  
•  OpImize	
  Local	
  Profiles	
  	
  
•  Use	
  Google+	
  page	
  to	
  create	
  social	
  relevancy	
  	
  
•  OpImize	
  your	
  onpage	
  –	
  Hcard,	
  Schema’s,	
  
Images,	
  H1,	
  Itle	
  etc	
  
•  Figure	
  out	
  what	
  it	
  takes	
  to	
  have	
  correct	
  profile	
  in	
  
Apple	
  Map	
  and	
  Meta	
  Search	
  in	
  your	
  verIcal	
  	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Know	
  Great	
  People	
  
•  Director	
  of	
  Strategies	
  Client	
  Facing	
  	
  	
  
•  Sr.	
  Web	
  Analyst 	
  	
  
•  hnp://jobs.milestoneinternet.com	
  
	
  
Chicago	
  |	
  November	
  4–7,	
  2013	
  |	
  #SESCHI	
  |	
  @SESConf	
  	
  	
  
@milestonemktg
@benuaggarwal
Thank	
  You	
  
Ques3ons?	
  
	
  
Benu	
  Aggarwal	
  
benu@milestoneinternet.com	
  
	
  
www.milestoneinternet.com	
  
blog.milestoneinternet.com	
  
twiner.com/milestonemktg	
  
facebook.com/MilestoneInc	
  
google.com/+MilestoneInternet	
  

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  • 3. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Milestone  at  a  glance   Drive online revenue and profitability for our clients Silicon Valley ~ Chicago ~ India 150 employees ~1500 hotels Digital marketing software and services for hospitality
  • 4. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Google+ Local Bing Local Yahoo Local IYPs   Maps Internet Yellow Pages Local Search Local Citations Travel Sites UGC Hyperlocal Where is Local? – All Channels
  • 5. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Factors  ImpacIng  Local   •  OpImizing  Local  Profile  on  Google+,   Bing  Local,  Yahoo  Local     •  IYPs  and  Data  aggregator  -­‐  NAP   consistency,  citaIon  volume     •  Social  and  Hylerlocal  Signals  –   Google  +,  Facebook  likes,  Mobile     •  Duplicate  lisIngs     •  On-­‐page  Local  OpImizaIon   •  Number  of  reviews       Local Signals Places Page External Loc. On-page Link Review Social Behavioral/ Mobile Personalization http://moz.com/local-search-ranking-factors from survey by David Mihm
  • 6. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Local  Search  Ecosystem  2013  -­‐  Google   There are 100’s of channels that you can advertise in…..only a few matter! Search  Engines   Data  Providers   Hyperlocal   IYPs   Travel  Sites  UGC   Local  CitaIons   Maps  
  • 7. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Consistent  UNAP  Process     •  URL,  Name,  Address,  Phone   number(UNAP)  consistency       •  Local  and  Hyperlocal  profiles     •  CitaIons  and  data  feeds     •  OpImizing  website       Brand.com   Independent   Enhance  Data   Consistent  UNAP    
  • 8. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Timeline  to  Make  Changes  
  • 9. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal And thousands more……. How  do  you  know  which  channels?    
  • 10. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Google  +  Place  Page       Process,  Best  PracIces,  Fully   OpImized  Profile  and  Social  Signals    
  • 11. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Google+ Page Place Optimization Process Create business page (or access to existing) Send verification postcard Receive PIN; Merge listing QA listing; Optimize listing per guidelines Add Social posts and listing extensions
  • 12. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Google+ Listing Verification § Postcards generally arrive within 1 week § Verification for Google+ is not available in all countries § Provide contact person name, to ensure postcard isn't thrown out
  • 13. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal •  Business  Name  is  correct  and  in  only  one  language   •  Address  is  accurate,  and  is  geo-­‐coded  using  Google  standards   •  Business  Hours  are  added   •  Correct  contact  informaIon  (Phone,  Fax,  URL,  Email)  are  added   •  Correct  Categories  are  displayed  (up  to  10)   •  Profile  Image  uses  correctly-­‐sized  logo;  Uses  a  high-­‐resoluIon  Cover   Flow  Image  of  the  business  or  local  area   •  LisIng  is  connected  with  URL  through  Webmaster,  and  to  any  other   Google  Extension  (i.e.  AdWords  Express)   •  Publisher  tag  added  -­‐>  URL  verified  on  G+  Profile   •  Advise  client  to  have  a  minimum  of  10  reviews,  5  followers,  5   business  images  and  on-­‐going  “check-­‐ins”  by  customers   Google + Best Practices
  • 14. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Correct  UNAP  and  contact   informaIon     OpImized  Images  for  profile,   cover  and  of  property     Accurate  map  marker  locaIon     Correct  Categories     Merged  and  verified     OpImized  content     Overall  review  score     Get  Custom  URL:               +Hya$EscalaLodge     User  Reviews  of  Business  
  • 15. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Social  signals  in  acIon  
  • 16. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Yelp   5.4  Million  Searches  for  Hotels  on  Yelp  in   January  2013   41%  of  Hotel  Searches  on  Yelp  are  on   Mobile  Devices  
  • 17. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Yelp  
  • 18. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Yelp Check-in offer Photos Specialties and Announcements Business Info User Reviews UNAP
  • 19. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Foursqure visibility with check-in offers
  • 20. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Local  Search  Ecosystem  2013  -­‐  Apple
  • 21. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Local  lisIng  in  Google  Maps   Driving directions, star rating, # of reviews Engagement CTAs Actual photos of the property
  • 22. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Display Address in text Phone numbers Location MAP Image names and ALT tags Should have city-state keywords Add physical address text to bottom of every page. Add hCard Microformat to enable rich snippet. Website  OpImized  for  Local  Search  
  • 23. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Schema  verificaIon   •  Schema  ImplementaIon  on  various  pages  and   review  of  working  Schema  through   Webmaster  Structured  Data  Report    
  • 24. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Hotel  Finder  ranking  factors   •  Number  of  quality  reviews   •  Pricing   •  Presence  on  Google+  Local   •  Quality  pictures   •  Proximity  to  city  center   http://www.searchenginejournal.com/google-hotel-finder-war-hotel-serp-listings/67152/#FcsjRIHWDziWrB4H.99
  • 25. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Key  Take  Aways     •  Consistent  Nap     •  Quality  Directories  and  Search  Engines   •  OpImize  Local  Profiles     •  Use  Google+  page  to  create  social  relevancy     •  OpImize  your  onpage  –  Hcard,  Schema’s,   Images,  H1,  Itle  etc   •  Figure  out  what  it  takes  to  have  correct  profile  in   Apple  Map  and  Meta  Search  in  your  verIcal    
  • 26. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Know  Great  People   •  Director  of  Strategies  Client  Facing       •  Sr.  Web  Analyst     •  hnp://jobs.milestoneinternet.com    
  • 27. Chicago  |  November  4–7,  2013  |  #SESCHI  |  @SESConf       @milestonemktg @benuaggarwal Thank  You   Ques3ons?     Benu  Aggarwal   benu@milestoneinternet.com     www.milestoneinternet.com   blog.milestoneinternet.com   twiner.com/milestonemktg   facebook.com/MilestoneInc   google.com/+MilestoneInternet