RIO-SEO-4681-local search strategy

Yesterday, Rio SEO recently hosted some of the most brilliant minds in local search at Local Search Summit 2015. Attending brands included Google, Microsoft, YP, MapQuest, Forrester Research, InfoGroup, Factual, Nuestar, Acxiom and more. We converged on the Kona Kai Resort in San Diego to share the best local search advice.

Many actionable takeaways emerged from our expert guests. Sessions included beacon technology, local listings management, local business data, the Internet of Things and more. Here are a few you’ll want to put into practice to improve your own local search strategy this year:

On Local Search Strategy & Business Listing Management

  • Location information has changed the game in terms of all things local. Location information makes mobile advertising finally work on devices. Moreover, technology like RioSEO’s Local Search Platform allow customers to advertise locally at scale. – Dema Zlotin, Rio SEO
  • It’s not just about NAP data. It’s about the context of that location. Is it open? Does it have inventory? How you syndicate, aggregate and distribute to all of these different data points? These prove critical. – Abid Chaudhry, BIA Kelsey
  • At the most basic level, across devices and networks, accurate core data is key for businesses to succeed. – Mike Pycha, Neustar Localeze
  • You need to cast a net over the entire aggregator ecosystem and ensure consistency to see higher rankings. – Ashley Gregory, Rio SEO
  • All Web and Mobile publishers aggregate data from multiple sources. Helping them, helps you: use consistent NAP conventions and unique identifiers wherever possible to avoid dupes and other data conflicts that harm your business presence online. – Tyler Bell, Factual
  • Get started in local search by establishing your baseline, correcting inaccurate business listings, creating location-specific content and syndicating that accurate data across the local search ecosystem. – Collin Colburn, Forrester Research

On Beacon Technology and the Internet of Things

  • You wouldn’t necessarily be able to tell when you’re interacting with a beacon, per se. Regardless of the sensor technology, it should be a frictionless experience. Users don’t necessarily care where the interaction is coming from as long as it provides something of interest or value. – Rob Canterbury, Gimbal
  • Geofencing is a great opportunity but you’re still just shouting out the window with a megaphone. You need to take geofencing and combine it with an understanding of who people are and purchase intent. – Andy McMahon, MapQuest
  • Marketers need to be thinking of voice search. The majority of voice searches are local-driven and one day, predictive search will completely change discovery for consumers. Constantly running, it will show us what we want before we even know we want it. – Anna Hughes, Microsoft

Quality Content, Hyperlocalization & Strategy

  • If you do not make your message local, you miss the intent that’s going to drive that in-store visit. You lost that sale. – Tiffany Miller, Kenshoo
  • Market to reduce decision stress, not to coerce a transaction. – Shar Van Boskirk, Forrester Research
  • Authentic content resonates with people. For example, we created a program for brands to interact with the AllRecipes AllStars (brand advocate and super user group). But it has to be authentic; they can’t just promote the brand. – Elizabeth Martin, Allrecipes.com
  • When consumers hear about indoor location and location tracking in the abstract they’re often wary; however when they’re presented with direct benefits and understand how these systems work they’re much more inclined to opt-in and participate. – Greg Sterling, Local Search Association. – Greg Sterling, Local Search Association
  • We encourage day parting with every ad buy that we do – it makes no sense to have your ads running when your local business is closed. – Michael Rubin, YP
  • Monitoring your local results is becoming increasingly important given how easy it is for people to post content about your business to Google My Business. – Douglas Cohen, Manager, ADT
  • Finally, challenge your team to improve every month in these three areas: local search engine visibility, content and online review management. If you manage these three things every month, Google will notice and you’ll see measurable results. – Steve Wiideman, Wiideman Consulting Group

So, are you ready to read more posts from Local Search Summit? Click here.