Rio SEO #LSS2016 Words

Our recent Local Search Summit (#LSS2016) brought some of the brightest and most influential voices in local search marketing together for an intensive event packed with panels, keynotes and networking. Here’s what the industry’s top experts have to say about local today, and the massive opportunity for tomorrow’s savvy marketers:

  1. The Local Pack is a great opportunity for e-commerce teams. You think it doesn’t drive traffic? It drives traffic! Working with just the homepage doesn’t the drive the traffic you’re looking for with local, either. Build out unique pages for each location and drive traffic to that specific local page for more entry points and greater impact.  — Joe Pawlikowski, Associate Director at PM Digital

  2. Local is personal. Brands can engage their local consumers with meaningful brand stories. — Kyle Johnston, VP Marketing at Giga Savvy

  3. Voice Search is growing and the accuracy of data is critical to feeding AI correctly. As local search moves from searching for answers to app-guided decisions and then personal assistants, accurate, local data and content must be part of that evolution. — Steve Beatty, Senior Director Owned Media, iProspect

  4. Before we get all hung up on the shiniest new toys and the most exciting new technologies, we need to lay the groundwork of a smart SEO strategy with the structure and content to support innovation. Understanding need, audience, opportunity and vehicles provides a solid foundation of good SEO basics to build upon. — Josh McCoy, Digital Marketing Strategist, Vizion Interactive

  5. Decide what to track, create categories and labels, schedule monthly reporting with inferences and experiments, and measure your results. These are your action items for successfully streamlining conversion and tracking. — Steve Wiideman, Wiideman Consulting Group

  6. Mobile search is becoming increasingly “app-like;” Google aims to provide as much information as possible on the SERPs, meaning users may not even have to click through to see their query answered. Local marketers today need to understand the emerging technologies — artificial intelligence, voice search, and virtual assistants, to name a few — and how they may potentially impact the way consumers seek out and are influenced by local information. Marketers must remember the mobile-centric nature of today’s consumer and get to know the new paths of mobile discovery. — Greg Sterling, VP of Strategy & Insights, Local Search Association

  7. Local search can have an immediate impact on the global retail business and once senior leadership in your organization understand that, evangelism is no problem. — Joshua Slodki, Digital Marketing Manager at Petco

  8. Google is incentivized to rank User Generated Content (UGC) highly. On top of its freshness, it appeals to other consumers, who perceive content generated by other people outside of the brand as trustworthy and unbiased. Get your structured markup correct, display at least 8 reviews by default, say goodbye to hiding UGC behind tabs, get mobile-friendly and monitor your webmaster tools weekly to make the most of your UGC.  — Sammy Boukhris, Sr. Product Operations Program Manager at Bazaarvoice

  9. People don’t like to book hotels on mobile, but we see that 85-90% of our calls are coming from Google. People don’t even want to go to your website anymore, so listings optimization and schema markup are key. — Rich Mastriani, SEO Director at Wyndham Hotel Group

  10. Brands need to be aware of emerging local features on social platforms, like geofiltering on Snapchat. Custom geofilters, launched just recently, allow brands to “own” the space around their business locations for a nominal fee (as low as $5), for a set period of time. Every user story posted in that area becomes part of the brand’s story. SXSW experimented with this at their most recent event and the result was hundreds of thousands or even millions of impressions generated. — Joel Comm, bestselling author, social media expert and #LSS2016 speaker

Want to learn more about local marketing insight and thought leadership from Local Search Summit 2016? See the Rio SEO Blog for recent posts. 

Schedule a Demo of Rio SEO’s Automated Local SEO Software!