Tactical Search: Local

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Tactical Search Local Mobile Search

• Dana Todd, CMO, Newsforce (Moderator)
• Zach Anderson, VP Marketing, TicketCity
• Sean X Cummings, Director Marketing,
  Ask.comErika Moersch, Manager Paid Search,
  OutriderIan White, CEO, Urban Mapping

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Best Practices Messaging Local Markets

• Site structure makes a big difference.
• If you have location-specific content, then be
  sure it is organized in way that conveys some
  meaning to search. domain.com/california/san-fr
  ancisco
• You should be able to bookmark your local content
  pages, email the link to a friend etc.
• Be sure these location-specific pages have the
  location in the title
• Have localized landing pages with appropriate
  local content on those pages and local metatags  

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Best Practices Messaging Local Markets

• Have content and campaigns targeted to the
  various parts of "the funnel.
• Consumers search on category/brand terms. These
  are ultimately local searches because they buy
  offline. Consumers do research and then buy in
  stores. Lead them from the category or
  brand-level search to where they can buy.

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Best Practices Messaging Local Markets

• Make sure you are properly listed in Maps
• Have store locations and relevant content in the
  major DBs and search sites
• Buy local PPC
• Lots of retailers dont realize they can do this

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Best Practices Messaging Local Markets

• Develop local SEO content
• Semantic build out of words Florida Internet
  Company, South Florida Internet Company, Miami
  Internet Company, Ft. Lauderdale Internet
  Company, Florida Online Company, South Florida
  Online Company, Miami Online Company, Ft.
  Lauderdale Online Company

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Best Practices Messaging Local Markets

• SEO Press Releases targeting local terms
• Local PR is great for building backlinks
• Simple joint press releases announcing service in
  a new area are usually picked up by local media
  and goes a long way to building lasting traffic
• Build links with your chamber of commerce and
  local associations to become part of the local
  link relevance set