put your business on the map
PUT YOUR BUSINESS ON THE MAP
& CONTROL HOW LOCAL HOMEOWNERS FIND YOU ONLINE Digital Knowledge: The Basics
How accurate is your digital knowledge?
Digital knowledge is all the facts about your brand—name, address, phone number, hours of operation, products and services, etc.—that live online for customers to search.
Use our free Directory Listings Scanner tool to view your listings and get an overview of how your business appears online. Take the scan at surefirelocal.com/checkyour-directory-listings/
Digital knowledge management (DKM) is the process by which you source, manage and make your digital knowledge available to customers in the moments that matter.
NewScan
Scan Results
JOE’S ROOFING
45%
INACCURATE LISTINGS
LISTING WITH WRONG OR MISSING:
Business Name
47%
Address
82%
Phone Number
8%
Local Search = Immediate (or almost immediate) intent. 82%
of local searchers follow up offline via an in-store visit, phone call or purchase. Source: TMP/comScore
74%
of internet users perform local searches.
76%
of local searchers visit a related business within a day. Source: Google, May 2016
61%
of local searches result in purchases.
Source: Kelsey Group
Source: TMP/comScore
The Role of Digital Knowledge Management
Source: Yext, January 2018
DKM gives you the structured data backend you need to power your brand across all the new consumer services of today and tomorrow—web; direct channels; search, maps and directories; chat; voice.
It puts everything in one place. DKM helps you bring all the facts about your brand together—from your services, your locations and people, to your events, products and company—into one central repository.
It gives you more chances to win customers. DKM helps you ensure chat and voice interfaces give customers the right answers to their questions, so more people will see your brand when they search. Companies that invest in DKM get 49% more views after 12 months.
It drives incredible ROI. DKM powers your business information, then puts you in control of that information across all the new consumer services. Companies that deploy a full DKM strategy can see up to a 15x return within 12 months.
73% of high-intent traffic is happening off your website. It is just as important to manage these services as your own website. Source: Yext, February 2017
LOCAL SEARCH: WHERE THE RUBBER MEETS THE ROAD How Local Search Works: Google Ranking Factors
2
1
Your Business (85) 3
1
RELEVANCE
2
DISTANCE
How well a local listing matches what someone is searching for. Google looks for your brand info and checks whether it’s accurate and consistent all over the web.
How far each potential search result is from the user or the location term used. “Near me” searches on mobile devices increased 146% YoY. Source: Google Internal Search Data, 2014–2015
Your Competitor (69)
3
PROMINENCE
How well known and highly rated a location is. In a nutshell, this refers to your business’s reputation, which includes review count and rating.
The Impact of Reviews Online reviews have a huge impact—either positive or negative—on both businesses and consumers. Source: Websitebuilder, 2017
9%
Corresponding increase in sales revenue for every star a business gets in their rating.
22%
Fraction of consumers who will not purchase a product or service after reading one negative review.
72%
Fraction of consumers who say that positive reviews make them trust local businesses more.
SUMMARY Findings
Search engines rely on a system of accuracy, relevance and prominence to deliver search results.
Conclusion
The local business with more accurate location data across all channels and with more recent positive ratings and reviews has the best shot to come out on the top of searches.
Recommendations
1. Manage your digital knowledge. 2. Manage your online reputation.
Marketing Cloud
www.SurefireLocal.com
Source: Google, 2016
The Impact of Voice By 2020, voice search will make up 50% of all search. Source: comScore
Voice services are just getting started. Soon, your brand will also live in other voice-powered intelligent systems, so it’s important that these systems have the right facts about your business. When you manage your digital knowledge, you future-proof your brand data.
Manage It All on the Surefire Cloud The Surefire Local Marketing Cloud makes it easy to update your business information across 70+ online directory listings. Share seasonal offers, update business hours, post team photos, and more all in just a few clicks.
Schedule a 15-minute intro call to the Surefire Local Marketing Cloud and see how you can manage all of your digital marketing using a single platform with one secure login—helping you to get the quality leads that your business deserves. Call 888-804-8685 or email [email protected].
& CONTROL HOW LOCAL HOMEOWNERS FIND YOU ONLINE Digital Knowledge: The Basics
How accurate is your digital knowledge?
Digital knowledge is all the facts about your brand—name, address, phone number, hours of operation, products and services, etc.—that live online for customers to search.
Use our free Directory Listings Scanner tool to view your listings and get an overview of how your business appears online. Take the scan at surefirelocal.com/checkyour-directory-listings/
Digital knowledge management (DKM) is the process by which you source, manage and make your digital knowledge available to customers in the moments that matter.
NewScan
Scan Results
JOE’S ROOFING
45%
INACCURATE LISTINGS
LISTING WITH WRONG OR MISSING:
Business Name
47%
Address
82%
Phone Number
8%
Local Search = Immediate (or almost immediate) intent. 82%
of local searchers follow up offline via an in-store visit, phone call or purchase. Source: TMP/comScore
74%
of internet users perform local searches.
76%
of local searchers visit a related business within a day. Source: Google, May 2016
61%
of local searches result in purchases.
Source: Kelsey Group
Source: TMP/comScore
The Role of Digital Knowledge Management
Source: Yext, January 2018
DKM gives you the structured data backend you need to power your brand across all the new consumer services of today and tomorrow—web; direct channels; search, maps and directories; chat; voice.
It puts everything in one place. DKM helps you bring all the facts about your brand together—from your services, your locations and people, to your events, products and company—into one central repository.
It gives you more chances to win customers. DKM helps you ensure chat and voice interfaces give customers the right answers to their questions, so more people will see your brand when they search. Companies that invest in DKM get 49% more views after 12 months.
It drives incredible ROI. DKM powers your business information, then puts you in control of that information across all the new consumer services. Companies that deploy a full DKM strategy can see up to a 15x return within 12 months.
73% of high-intent traffic is happening off your website. It is just as important to manage these services as your own website. Source: Yext, February 2017
LOCAL SEARCH: WHERE THE RUBBER MEETS THE ROAD How Local Search Works: Google Ranking Factors
2
1
Your Business (85) 3
1
RELEVANCE
2
DISTANCE
How well a local listing matches what someone is searching for. Google looks for your brand info and checks whether it’s accurate and consistent all over the web.
How far each potential search result is from the user or the location term used. “Near me” searches on mobile devices increased 146% YoY. Source: Google Internal Search Data, 2014–2015
Your Competitor (69)
3
PROMINENCE
How well known and highly rated a location is. In a nutshell, this refers to your business’s reputation, which includes review count and rating.
The Impact of Reviews Online reviews have a huge impact—either positive or negative—on both businesses and consumers. Source: Websitebuilder, 2017
9%
Corresponding increase in sales revenue for every star a business gets in their rating.
22%
Fraction of consumers who will not purchase a product or service after reading one negative review.
72%
Fraction of consumers who say that positive reviews make them trust local businesses more.
SUMMARY Findings
Search engines rely on a system of accuracy, relevance and prominence to deliver search results.
Conclusion
The local business with more accurate location data across all channels and with more recent positive ratings and reviews has the best shot to come out on the top of searches.
Recommendations
1. Manage your digital knowledge. 2. Manage your online reputation.
Marketing Cloud
www.SurefireLocal.com
Source: Google, 2016
The Impact of Voice By 2020, voice search will make up 50% of all search. Source: comScore
Voice services are just getting started. Soon, your brand will also live in other voice-powered intelligent systems, so it’s important that these systems have the right facts about your business. When you manage your digital knowledge, you future-proof your brand data.
Manage It All on the Surefire Cloud The Surefire Local Marketing Cloud makes it easy to update your business information across 70+ online directory listings. Share seasonal offers, update business hours, post team photos, and more all in just a few clicks.
Schedule a 15-minute intro call to the Surefire Local Marketing Cloud and see how you can manage all of your digital marketing using a single platform with one secure login—helping you to get the quality leads that your business deserves. Call 888-804-8685 or email [email protected].
