Understanding Google Maps & Local Search » Local Search

Planning for Social – A Small Not For Profit Takes the Next Step with a Social Media Assessment Survey

Mike — Tue, 17 Jan 2012 10:00:38 +0000

The Preschool Learning Center (PLC), a small school for the developmentally disadvantaged in rural upstate NY , is like most not for profits: overworked, understaffed, a heart of gold and a very limited budget. There is probably no better program for kids with autism anywhere and certainly not in the markets they serve.

We helped them build their website in 2008 and it has been moderately successful for them. It has provided them reach throughout their marketing region and it has attracted a large number new job applicants. But they wanted to do more but were having difficulty seeing their way through the many options for communications and sharing. They attended the Getlisted.org Local University seminar in early November and learned a great deal about the relative strengths and weakness of the possible directions they might take their local & social efforts on their limited budget. At the seminar Matt McGee offered them this tidbit to help them get clarity: If you want to know where your clients are online, ask them.

It was advice that the PLC took to heart. Gerry Guild, the staff psychologist, put together a Social Media Assessment (available here) that did just that and gathered the exact information that they needed to craft a path forward for improved communications with their clients.

I think the results of the survey are telling. The results and the survey also provide an excellent framework for any small organization with similar questions about how to move forward in the complex social media landscape. The PLC survey puts communications with the client first and it models a process that every not for profit (or any smaller organization) should think about following to better understand where they should put their on line marketing and communication priorities.

Preschool Learning Center Social Media Parent Assessment Report

12/21/11

A questionnaire (see attached) was distributed to all PLC and Head Start parents. Fifty-nine (59) were returned amounting to a 45% return rate. Some very interesting results were obtained from this inquiry and they are summarized below by media mechanism. I have included some recommendations that follow from this data with regard to how we should proceed with this new knowledge. This summary is followed by the list of written parent suggestions and comments. Following the parent comments I have provided the specific data and then a copy of the original questionnaire.

Email: Ninety one (91) percent of respondents indicated that they have and use an email account. Thirty six (36) percent only check their email occasionally (which is less than several times a week) while a total of thirty seven (37) percent check it throughout the day or daily. Seventy five (75) percent of respondents indicated that they would like to be kept informed through email.

Facebook: Eighty six (86) percent of respondents indicated that they have a Facebook account. Forty six (46) percent said they check their account throughout the day or almost daily. Ninety (90) percent of respondents would like to be kept informed through Facebook and would like the opportunity to engage the school and other parents through such a medium.sharing mechanism would be helpful.

Blog: Seventy nine (79) percent of respondents would like to learn, or would absolutely appreciate the opportunity to learn through a PLC blog with quality articles relevant to early childhood, parenting strategies, and intervention strategies.

Website: Sixty seven (67) percent of parents were aware of our website while a full thirty three (33) percent were not even aware of it. Eighteen (18) percent use the site regularly for the calendar, email contact, closings, news, special events, and autism resources. One parent noted that she refers parents of newly diagnosed children with autism to our site for help understanding the disorder.

Recommendations: The information age is upon us and a large and representative percentage of the parents we serve are embracing contemporary communication technologies. Ninety (90) percent of respondents enthusiastically indicated that they would like to engage the school and it’s associated communities through Facebook. Roughly three quarters of respondents would like to be kept informed through email and nearly eighty (80) percent would like to learn more about early childhood, parenting, and intervention issues through a PLC Blog. Adding a blog and a Facebook page is advised by Internet marketing strategists as a way to build Internet site traffic and thus build awareness within the local community. As competition intensifies this three level Internet presence would likely prove to be a highly effective and efficient way to leverage awareness and build enrollment.

Parent Comments

“…it is nice that you’re looking into better ways to communicate with the busy families you serve.”

“Emails would be most helpful – a link to [your] website would be useful when info is changing or updated.”

“A Facebook page would be helpful. Most people have an account with Facebook these days.”

“[The] More internet based information the better: saves on the paper piling up. Also helps to keep us as parents, quickly informed.”

“Would love to help with Facebook page.”

“It would be nice to see what is going on around the school. Being that we live so far away I don’t get to the school as often as I would like.”

“So many papers get sent home and I lose them or forget about an event. A Facebook or email reminder would be great.”

“I think a blog would be very helpful to open up Contact/Communication within the PLC community and beyond. Also email or text alerts for emergency closings, etc., would be helpful.”

A couple parents noted that they are already inundated with electronic information and would appreciate it if only essential information was sent this way. One parent requested summaries of content upfront.

Some additional recommendations were made with regard to the website including:

“Forms I could print off, both school forms & other agencies (WIC, NYS Parks Handicapped Applications as an example) or more links to other forms of assistance.”
“Have a Parent’s Corner; managed & created by a Parent Committee.”
“Resources would be great to have readily available on your website. Parents could access information conveniently. Info such as milestones, referral information, contacts, teacher emails, etc., would be very beneficial to any parents of currently enrolled students or parents enquiring about information to enroll their child.” (these resources are already available on the website)

Detailed Data

Do you correspond with others using email?

- No – not at all. 9%
- Yes, but only occasionally. 36%
- Yes, several times a week. 17%
- Yes, almost daily. 15%
- Yes, daily. 3%
- Yes, I check it throughout the day. 19%

If the PLC used email as a means to communicate news and information with parents, would you find it helpful?

- No. That would have no value to me. 15%

- I do not know if it would be helpful. 9%
- Yes – it would be nice to be kept informed this way. 48%
- Absolutely – I would appreciate such communication. 27%

Do you use Facebook?

- No – not at all. 15%
- Yes, but only occasionally. 22%
- Yes, several times a week. 17%
- Yes, almost daily. 17%
- Yes, daily. 5%
- Yes, I check it throughout the day. 24%

If the PLC had a Facebook page, would you find it helpful to connect to our site for information, goings-on, and connecting with others?

- No. That would have no value to me. 10%
- I do not know if it would be helpful. 15%
- Yes – it would be nice to be kept informed this way. 36%

- Absolutely – I would appreciate the opportunity to engage the school and other parents in such a way. 38%

Do you use Twitter?

- No – not at all. 91%
- Yes, but only occasionally. 9%
- Yes, several times a week. 0%
- Yes, almost daily. 0%
- Yes, daily. 0%
- Yes, I check it throughout the day. 0%

If the PLC provided a Twitter feed, would you find it helpful

- No. That would have no value to me. 66%
- I do not know if it would be helpful. 25%
- Yes – it would be nice to be kept informed this way. 5%
- Absolutely – I would appreciate such an information source. 3%

If the PLC provided quality blog articles relevant to early education, parenting strategies, and interventions for specific needs, would you be likely to check it out?

- No. That would have no value to me. 14%
- I do not know if it would be helpful. 7%
- Yes – it would be nice to be kept informed this way. 48%
- Absolutely – I would appreciate an opportunity to learn new things this way. 31%

Are you aware of and do you use the PLC’s website (http://preschoollearningcenter.org)?

- No. I wasn’t aware that there was one. 33%
- I knew about it, but I never actually go there. 12%
- I have been to the site but don’t use it regularly. 37%
- I use it often for: (see website summary page 1 for details) 18%

Getlisted Local University WNY – Additional Reading

Mike — Tue, 01 Nov 2011 15:00:47 +0000

Today, I am presenting at the seventh GetListed.org Local University in Ellicottville, NY. in cooperation with Google, Bing and range of local sponsors. Some of you I know and the others I hope to personally meet. Please don’t hesitate to reach out and ask any questions that come to mind or to just introduce yourself.

These links will provide background information and details for a pathway to dig deeper into the world of managing your listing in Google Places and ethically approaching the review process. For those of you that are not in attendance, the links provide a good overview of critical base line ideas and tactics that every local campaign should embrace.
Google Places – Its not your mother’s yellow pages.

Slide 2 - Sept 2011 Search Engine Market Share
Slide 13/14 - The Importance of Page One Visibility
Slides 17/18 - How the Google Cluster Works
Slide 24- Choosing the Right Category – A Tool
Slide 24 - Writing a Great Business Description
Slide 24 - Google Places Policies: Quality guidelines
Slide 25 – Checking for Problems – NAP Audit
Slide 26 - Creating a GeoSitemap – A tool
Slide 33/34 Local Search Ranking Factors – the many variables
Slide 33/34 A brief list of 10 Ranking Factors – somewhat old but still valid and a quick read
Slide 33 Thinking about your Business Name in the Internet Era
Slide 34 - User Generated Content – Geo Tagged Photos
Slide 30 - How To Gather Reviews
Slide 30- Where to Gather Reviews
Slide 35- The Importance of Citations
Slide 35 - 20 Citation Sources in the US
Slide 40- A Listing management tool

Reviews – Jumping Into the Void

Where to Gather Reviews
Principles for a Review Plan: Considerations in encouraging customer reviews
Responding to Negative Reviews – Your Prospects are the Real Audience
Asking for Reviews – UMoveFree Finds the Groove
Garnering Reviews – A Mom & (no) Pop Shop finally Hops on Reviews
Reviews: Lipstick on a Pig Leads to User Backlash
Review Management: 7 Tips on Avoiding Bad Reviews
Google Review Posting Guidelines

Talking with Siri: My First Conversation Since 2007 That Wasn’t About Local

Mike — Sat, 29 Oct 2011 22:47:04 +0000

Well not quite a conversation. Siri did all the talking. I did my regular “ask til they throw their hands up in disgust” routine:

Local SMB Survey: 68% Have Facebook Pages, 28% Have Claimed Google Places Listing

Mike — Thu, 27 Oct 2011 12:25:05 +0000

As part of Getlisted Local University we occasionally survey the attendees. We ask several questions to assess their level of knowledge about search in general and local search in particular. This survey sample size is very small and self selected from those that registered for the seminar. The participants are primarily small and medium businesses and the market area they occupy is mostly rural. The results however are consistent with previous informal surveys.

I am always shocked that so many businesses have created Facebook Business pages and so few have claimed their Google Places page. I have been at the local thing for such a long time that I frequently forget how few businesses actually make a concerted effort to understand and benefit from Local search.

4. Do you have a website? (y/n)

Yes	83.3%
No	5.6%

5. Have you “claimed” your local business listing in the Google Places Dashboard?

Yes	27.8%
No	55.6%

6. Does your business currently have a Facebook page?

Yes	66.7%
No	22.2%

My takeaways?
1)There is still a huge upside to Local search
2)Google Places has not yet succeeded in gaining mindshare against Facebook despite the very real benefit it offers and their longer time in the market.

Getlisted.org Local University coming to WNY on November 1

Mike — Wed, 26 Oct 2011 14:45:42 +0000

Local University: WNY is coming to the Holiday Valley Resort in Ellicottville, NY next Tuesday, November 1, 2011. The afternoon session is ~~nearly~~ SOLD OUT, however there are still seats available in the morning session.

We’re bringing in some of the nation’s leading online marketing experts as well as Google and Bing for an intensive four-hour crash course in Internet marketing that will help the SMB navigate the possibilities for marketing their business on the web. The SMBs will learn Search & Social Marketing tips and techniques that will lead to sustained, long-term search engine visibility (and new customers) in their local markets and beyond.

There will be two identical 4 hour sessions ( from 8am – 12pm and 1pm – 5pm). The speakers include Matt McGee, David Mihm, Mary Bowling, Ed Reese, Cecelia Stewart of Google Places, Aaron Weiche and myself. Bing has also recently signed on as a sponsor and the Bing Portal Product Manager Joe Futy will be there demonstrating their new business portal. With Google’s assistance we were able to provide 25 college students with “scholarships” to attend the event.

We will be holding “office hours” offering free website reviews for attendees in an adjacent room at the Holiday Valley Resort from 8:30am – 1:00pm and from 1:30pm – 6:00pm. Slots are available on first-come, first-served basis in 15-minute intervals. If you would like to reserve a time for one of us to review your site, please email us at localu@getlisted.org with your preferred time.

Pricing for the event is $129. Click here to register. Enter the discount code: MB2011 to receive special pricing of $99 (save $30).Hope to see you there!

If you are thinking of coming in from out of town, Holiday Valley is offering a special rate of $90/night (discounted from $147) to attendees. Simply mention you are attending the GetListed conference when you call (800)323-0020 to place your reservation.

While the event is specifically targeted to SMBs, we frequently see other marketers attend. Ellicottville is 3 hours from Toronto, Cleveland & Syracuse and only two from Rochester, NY. If you do decide to come, let me know you are attending so we can try to meet up.

Geo Sitemap Generator Adds New Features

Mike — Tue, 18 Oct 2011 08:30:48 +0000

The “grand daddy” of geo sitemap generators has recently included some new features. Geo Sitemap Generator, first released by Arjan Snaterse in 2009, has added the ability to generate either a schema.org file or a microformatted file of your contact information. In addition to the features in the geo sitemap tool from 51Blocks that I reviewed last week, Geo Sitemap Generator supports multiple locations and now provides a preview of the KML file locations on a Map.

The benefits of multiple locations are obvious if you need them. The benefits of the map preview are not so obvious but very real. KML files require a mapping API to generate the lat long info included in the file. Sometimes the information from the API, even from the same map provider, renders the location differently than reality or differently than the public mapping program. It has always been a good idea to check the KML file’s lat-long accuracy by loading it into something like Google Earth to be sure that it pins the locations correctly. Now Geo Sitemap Generator previews the pins on a Map for you when you go to download your files saving you a necessary step.
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How Much Does ATT Suck? Let me count the ways

Mike — Fri, 07 Oct 2011 17:25:39 +0000

I decided to order a new iPhone 4s today.

I thought that the most hassle free order method was to just go to my local ATT store. It was the obvious choice. There is never a line, the staff is friendly. The affable salesman knows me by first name and is an avid iPhone owner himself. I could be catered to and I wouldn’t have to think too hard. I thought how can I go wrong?

Not to worry. With ATT there is always a way.

The choices offered to me by ATT:
1)I could preorder and wait for 3 weeks for delivery or
2)I could come in next Friday and stand in line or
3)Since I am consulting in Phoenix next Friday, I could stand in line there.

As my son would say: Yea right.

I pulled out my iPhone while standing frustrated at the ATT sales counter & went to the Apple site. It suggested I download the app, which I did. Within 3 or 4 minutes I had preordered my iPhone. I asked my salesperson (who I felt really sorry for) to advise the chain of command of the outcome.

ATT? #fail. I should have known better.

Local SEO: A Free Tool to Build GEO Sitemap and Schema.org Compliant Files

Mike — Fri, 07 Oct 2011 10:00:20 +0000

There are two simple ways of telling Google and the other search engines where your business is located via your website. One is to create a KML file and an attendant geo-sitemap. The other is to provide your full business contact information in rich snippet format on the site. Now there is a way to easily do both with one simple creation tool from Michael Borgelt of 51Blocks.

From a single input of your basic NAP + web information, the tool creates a kml file, a geo-sitemap file pointing Google to the KML file and an HTML code snippet in the new schema.org format for your business contact info.

You then paste the code snippet onto your contact us page or into the footer of your website, place the kml & geo-sitemap files in your public html file of your site and then reference the geo-sitemap file from the Google webmaster tools. The KML file can also be uploaded to Google MyMaps to create an embeddable direction and location map for your website.

I doubt that Google needs both signals to trust your site but by doing both you have future proofed your site for any eventuality.

Siri – A Metaphor That Defines The Future Of Local Search (And Everything Else)

Mike — Thu, 06 Oct 2011 02:18:03 +0000

This is not a tribute to Steve Jobs directly. Although in the end it may be one of his greatest legacies. Will Siri become the new Qwerty?

I have been in the technology field for over 30 years. I have seen a number of radical changes that became metaphors for how things were supposed to be done. Many, but certainly not all, of these metaphors were created at the hands of Steve Jobs.

QWERTY defined the keyboard. The Apple II defined a generation of PCs. Sony defined what the home video recorder should be. The Mac defined what a Window and Window based programs should behave like. The iPhone defined how touch functions on a smartphone and what a smartphone is.

These defining products and the companies that produce them don’t always win the battle in the market place for various reasons but the idea sticks. The technology becomes iconic and lays the path for others to follow. Sometimes the followers overtake the creators, sometimes the creators win. The market is a brutal overseer.

Siri, the natural language interface for the new iPhone 4s, is one such product. It may not be the product that wins the battle in the market place, it may not be the specific product feature that everybody has to have in their pockets in 2015 but if it isn’t, whatever is there will be like Siri.

Imagine a world where you say to your phone: Find me the best Asian restaurant within 25 miles. Or: Text my wife to meet me at 21. Or: Schedule an appointment for me with Joe the PR Guy and send him a text. Or: Tell my friends on Facebook that our team won!

All of the sudden the only thing that matters is the answer. Nothing else. You won’t be looking at a search box, you won’t be landing on someone’s home page, you won’t be looking at an ad…In fact you won’t be looking at anything.

You won’t need to. Not all of your interaction will be voice driven but depending on your mobile needs a large portion of it could be. You no longer need to look at your phone to enter a query in a search box. You just ask for the answer and it will just give it to you.

The answer can come from a single source or a range of sources. The brand of search engine is no longer important, the brand of phone that you are asking the question on is. Your only relationship is with the phone. Either it works or it doesn’t. Search engines and web brands could potentially fade in importance.

The winner in this next interface battle gets to pick where and who it gets the answer from. If Siri needs three data sources, it uses three data sources. If it needs four, it looks at four. That complexity is all hidden and the user not only doesn’t need to visit multiple websites, the user doesn’t even need a special app. Siri, or something like it, becomes the great equalizer for data sources. An OS for voice as it were. It handles the complexities. You just need to ask it.

Will it do what Apple says it will? There was a time when you couldn’t trust what Apple or any technology firm said. You had to have it proven to you. Even though this is a new Apple, one molded by the demanding perfectionism of Steve Jobs, this is one of those times when you will need to know that the natural language interface works and it works seamlessly.

If it does, it becomes THE WAY that you want to interact with the device. The new QWERTY as it were. Maybe not all all the time but certainly with mobile search and more frequently than not with mobile local search.

It also becomes the great disintermediator in mobile. It may be the greatest disintermediator of all time. If it works.

Decline in Searches at Vertical Sites Giving Way to More Searches At Google & Bing

Mike — Tue, 27 Sep 2011 21:45:38 +0000

Comscore has an interesting post detailing a decline in “vertical search” (travel, local, product, jobs) queries for the first time in several years. This decline in searches at vertical sites has been mirrored by an attendant increase of share of searches at the general search sites.

From the article:

This trend is illustrated by the tremendous growth of non-search engine search entities during that time. In August 2011, of the 27 billion searches conducted on desktops in the United States, more than one-third occurred on non-search engines. Search on sites like Amazon, eBay, and Facebook has been growing faster than (and therefore gaining market share from) the core search engines for several years. But in the past year, this vertical search market actually contracted by 6% after several years of strong growth.

He went on to conclude that with recent acquistions (like ITA and Zagat) and improved local and travel search results this trend is likely to continue:

As these user improvements manifest themselves in the search results and searchers have increasingly begun to rely on them for their more vertically-oriented search needs, we are finally beginning to see a significant shift in the market. Growth in vertical searches is now actually conceding ground to the core search engines in a reversal of the past few years.

Now, don’t go taking this as the beginning of the end of non-search entities. Their business is still alive and well and will continue to serve a critical function for specialized searching behavior. But increasingly, search engines are improving the quality of their results in a way that is helping to fill the void once created by searches with vertical intent.

What do you think? Will Google and Bing continue to grab share from other local & vertical sites as their search results improved? What does it portend for those sites?