#113 Mark Taylor – Local Search Perfected

Want More Sales? Local Search Expert Explains How Mark Taylor is the founder of local search experts eSalesHub. What has been the key development his company has made to local search in the past year since we spoke in Episode 60?   Local Search Knowledge Boost From CRM Integration eSales Hub are now connecting to CRM systems. Not only can they track what keyword makes the phone ring. They can track which keyword leads to a sale. They are now able to map the complete customer journey from local search. Ever since they have integrated into client's CRM systems, it has given them so much knowledge. This knowledge is revealing what keywords are driving people to make a purchase. And what keywords are not. Just a slight difference in a keyword can make a massive difference to sales. This insight enables them to optimise their key-term. An example:  "Estate Agents" The term "Estate Agent" (singular) is used by people who want to BUY a house. But, the key-term "Estate Agents" (plural) drives people who want to SELL a house. So just that difference of an "s" has made a massive difference to their Estate Agent clients. This drags eSales Hub into the semantics of search. Is it that "estate agents" is used because sellers are looking for several agents, for their dog-and-pony shows. For those agents to come along to see the searcher to demonstrate why they are ideal for selling their houses? Mark is rightly cautious about this. He has not held focus groups with clients, or conducted research. He points to the mindset of the customer. Again, take the key-term with "price" in it versus "cost". A search asking what the price of a boiler is, through the terms "boiler price", is indicative of a person scouting around. They are further up the purchase funnel. Further away from making the purchase. It's the opposite with the term "boiler cost". Searchers have already done their research and they are at that point where they want to make a purchase. Profitablility Increased From Understanding Local Search Conversions Previously, eSales Hub could only really tell that they were making the phone ring. Now as they integrate into CRM systems, they have discovered the key to making the client PROFITABLE. By connecting that initial click in Google Adwords right through to sale. This gives you so much intelligence that simply has not existed before. This has meant that some clients are getting fewer leads this year, but those leads are more profitable. With the sales data, you can enhance conversion and average order values. Then you can focus on those keywords that give you a greater return. So, boiler price might drive lots of phone calls. But, they are the wrong type of calls. They are too far away from making a purchase decision. Whereas, boiler cost works a lot better for conversions. The searcher immediately goes to a boiler survey and has a higher propensity to purchase. Is there a general rule here? The price of something and the cost of something? Is it because people are following the advertising AIDA principle? Awareness, Interest, Desire and Action. Do they make decisions at different stages. The answer will be yes to that. The closer they get to a sale though they are thinking about paying for something, soon. So the word cost has more relevance to them in their minds than price. Why Are People Going on the Internet? It is no different from people using Yellow Pages, a decade ago. Think about when you are searching for a service. You have not had a recommendation. There is no-one that you know. So what is the first thing you do? Search for somebody. Your motivation is to go down a list of alternatives and find the FIRST person that meets your requirements. Yellow pages has a plethora of different ads. Big, small and tiny ads. Like above. The difference with Google, other than the ad creative, they do all LOOK the same. Graphically they look similar.