Campbell Whalen BrightonSEO 2025

Click-and-Mortar Marketing
What does SEO really mean in a mixed operation environment?

Transcript

1. Click-and-Mortar Marketing What does SEO really mean in a mixed operation environment? Campbell Whalen Art of Problem Solving Speakerdeck.com/cwhalen linkedin.com/in/campbell-whalen/
2. Toxic Links Keyword Intent Site Links Metadata Position Rank Traffic Share Authority Score Competition Visibility % Duplicate Content HTTPS Markup
3. 100% here can still lead to… 0% here.
4. Winning the SERP ≠ Winning the Customer & everyone knows it.
7. The New Search Reality
9. -SearchEngineLand “#1 Organic Search Results Receive 30-40% CTRs”
10. 35% of 0.69%.... ~0.25%
11. First Organic Result
12. First Organic Result
13. First Organic Result ???
14. The Path to Purchase is Omnichannel by Default
15. Not to Mention the Attribution…
16. is… SEO HARDER
17. The AoPS Case
18. The AoPS Case
19. Ads, Search, Local Events, WoM SEO, GMB, Reviews, GEO Web, Ops, Analytics, Data, CRM Online or In-Person The AoPS Case (online) Awareness Conversion Inquiry Comparison
20. Ads, Search, Local Events, WoM Front Desk, CRM N/A Online or In-Person The AoPS Case (in-person) Awareness Conversion Inquiry
21. The AoPS Case ANALYZE Which campuses are struggling? Who is our audience in those locations? Which types of habits do they engage in? TEST MEASURE When we make a change, what happens? What did our bottom line look like before, and what did it look like after? SCALE If it’s working, keep it up, try some more! What can we try digitally? What can we try locally? How do we optimize visibility in both arenas? AOPS ENROLLMENTS
22. We Did The Work & Here’s What We Know
23. BEHAVIOR Understand WHO Your Customer Is LOCAL FOUNDATIONS Build Hyperlocal Roots CONTENT BRIDGES Build the Bridge Between Online and Offline Awareness OFFLINE INTEGRATION Merge KPIs
24. BEHAVIOR ZIPS Heat mapping to identify high-opportunity areas TIME Time-based optimization for local search peaks INTENT Product interest clustering by geographic patterns DEMOS Tracking demographics and behavior
25. LOCAL FOUNDATIONS GMB GMB optimization and multi-location management SCHEMA Schema markup for local businesses and services in SEO/GEO PAGES Location-specific landing pages with unique content N.A.P Local citation building and NAP consistency
26. CONTENT LOCAL AI-enabled localized content creation EVENT Community-driven topics and event coverage on site LINKS Link building in high volume channels TRENDS Capitalizing on local news angles and trending topics
27. OFFLINE INTEGRATION LIFT! Lift-based attribution for offline conversions QRS QR codes linking to location-specific pages REVIEWS Review generation systems and reputation management TRAFFIC Physical location optimization for foot traffic
28. TAKEAWAYS Traditional SEO Alone Isn't Enough For Click-and-Mortar Businesses Local Community Connections Drive Sustainable Growth & Bridge Online/Offline Conversions And why. And the 4x4 framework to get started.
29. CREDITS: This presentation template was created by Slidesgo , and includes icons by Flaticon , and infographics & images by Freepik Thank You! Get the slides! Let’s connect!