Local U Advanced March 5th, 2016 – in Historic Williamsburg, VA – Limited to 80 Attendees
Event on 2016-03-05 08:00:00
The top experts in Local Search under one roof with one goal… sharing everything. Whether you run an agency that serves brick-and-mortar businesses, work in-house for a large brand or Internet Yellow Pages publisher, or are trying to find the hottest opportunity in the bloodiest of all bleeding edges in search marketing, you won’t want to miss Local U Advanced Training. The content is completely different than our recent Seattle LocalUP Conference. These sessions will be action-packed, presented at an advanced level and feature ALL of the most up-to-date information about what’s working and what’s not in Local Search Engine Optimization. Join David Mihm, Mary Bowling, Mike Blumenthal, Mike Ramsey, Aaron Weiche, Ed Reese and more for a great day. The hotel is providing room rates (in cooperation with the MidAtlantic Innkeepers Show) using Booking code 36269. Book here. Agenda Time Topic Presenters 8:00 – 8:30 Registration & Check-in 8:30 – 8:40 Kickoff and Conference Introduction Aaron Weiche GetFiveStars A few very brief housekeeping items before we dive headfirst into a full day of Local Search presentations and discussions! LOCAL SEARCH FUNDAMENTALS 8:40 – 9:10 Local Search in 2016 and Beyond David Mihm Moz Local Grounded in the Local Search Ranking Factors survey, David shares his process for analyzing a business's local digital presence — with an eye towards those factors that he thinks will portend long-term success in the search results of the future. 9:10 – 9:55 Inspired Local Linkbuilding Tactics Mary Bowling Ignitor Digital Mike Ramsey Nifty Marketing Will Scott Search Influence Mike Blumenthal GetFiveStars In today's algorithmic world, links still seem to carry the day, particularly in competitive markets. But how do you build locally-relevant links that will build value for your business beyond just a (con)temporary bump in rankings? Four Local U faculty members share the top long-term local linkbuilding tactics they've seen success with in this rapid-fire session. 9:55 – 10:20 Reviews In Your Rearview Mirror Aaron Weiche GetFiveStars A look at customer feedback, online reviews and how to maximize the aquisition and power of customer generated content. 10:20 – 10:35 BREAK DEEP TACTICAL DIVES 10:35 – 11:00 Troubleshooting Google My Business Problems Joy Hawkins Imprezzio Marketing Joy will go over the steps she takes to troubleshoot GMB issues along with what you can do to fix them. She’ll cover things like how to discover & report duplicate listings, how to fix address issues via Google MapMaker, and which fields in the Google My Business dashboard might impact your ranking. 11:00 – 11:30 Inside the Professor's Laboratory: Relevance, Category & The One Box Mike Blumenthal GetFiveStars Google uses a number of signals to determine relevance, including reviews. Mike shares his research on how reviews can impact the Local One Box, and which results show up for local searches. 11:30 – 12:00 Competing And Winning in A Pay-to-Play World Will Scott Search Influence It's been said time and again that there's no such thing as a free lunch. We'll dive deep into how to effectively take advantage of paid platforms for social engagement, content disovery and lead-generation for local businesses. Lines will be crossed, blurred and erased as we look at how to get your content where it belongs: in the hands of ready buyers who need it. 12:00 – 1:00 LUNCH: BIRDS OF A FEATHER ROUNDTABLES We'll have lunch together and you'll have the ability to self-select among tables hosted by Local U faculty to help you troubleshoot and get advice on your most pressing local search issues. THE FUTURE OF LOCAL MARKETING 1:00 – 1:30 Apps On Tap Joel Headley Google Aaron Weiche GetFiveStars The gap between mobile search and mobile apps continues to close, as Google has stated "sometimes the best answer is on a website, and sometimes it's in an app." This session will look at the possible future of search on mobile as knowledge cards, deep linking within apps, and Google Now evolve. 1:30 – 2:00 Local SEO Different – Understanding Apple's Growing Search Engine Andrew Shotland Apple Maps Marketing Lots of people are under the impression that Apple Maps suck. What they don't realize is that more than 60 million people/month in the U.S. use them regularly to find local services. Now Apple has launched its own search engine on iOS9. This session will explore what this means for local businesses and how you can take advantage of this new opportunity to Local SEO different. 2:00 – 2:20 Real and Remarkable Customer Engagement David Mihm Moz Local In a world of increasingly personalized search results, engagement metrics are likely to play a key role in cross-platform visibility, not to mention conversion. David gets your creative (and tactical) juices flowing with some of his favorite examples of customer engagement from Instagram, Pinterest, Facebook, Twitter, and Email. 2:20 – 2:45 Reporting and KPI's That Keep People Happy Mike Ramsey Nifty Marketing As an employee or contractor you provide a service, and the product of that service is the report you generate. Mike will show you what to do to keep clients and bosses happy and focused on the right things. 2:45 – 3:00 BREAK INTIMATE BREAKOUTS Room 1 Room 2 Room 3 Breakout 1 3:00 – 3:25 GMB Problem Solving Mary Bowling + Joy Hawkins Google Analytics & Attribution Ed Reese Optimizing Your Agency Processes Mike Ramsey Breakout 2 3:25 – 3:50 GMB Problem Solving Mary Bowling + Joy Hawkins Google Analytics & Attribution Ed Reese Killer Paid Local Campaigns Will Scott Breakout 3 3:50 – 4:15 GMB Problem Solving Mary Bowling + Joy Hawkins Google Analytics & Attribution Ed Reese Navigation & Geo- Issue Resolution Mike Blumenthal 4:15 – 4:30 BEER:30 and WINE:30 Grab a beverage of your choice as we prepare to wind down the day with two highly interactive and informal sessions. 4:30 – 5:00 Enterprise Challenges and Solutions Florent Abaziou Marriott Additional Brands TBD Mary Bowling Ignitor Digital Successfully marketing dozens, hundreds or thousands of locations online is really tough. Join us for a frank discussion with insiders at national brands on how they're working to meet the challenges of enterprise local search. Ask your own questions about wins and failures, tools and tactics and the methods they've uncovered for gaining buy in and cooperation within their organizations. 5:00 – 5:30 Open Q&A / Live Site Clinics All Speakers Our speakers from the entire day summarize the key points of their presentations and leave you with their step-by-step process for a holistic local search campaign. This time slot will also feature tons of Q&A.
at Williamsburg Lodge
310 South England Street
Williamsburg, United States