Search Marketers Are Embracing Online Reviews
Evidence of the growing importance of online review sites like Yelp, TripAdvisor, Google, and Facebook is hard to ignore.
According to research by ReviewTrackers, 49 percent of consumers always or often check online reviews, and Search Engine Land reports that 72 percent trust reviews as much as they do recommendations from friends and family.
Reviews have also shaped search algorithms. And with Google explicitly indicating that reviews play a role in one of its three primary local search factors, an increasing number of marketers and local SEO professionals have been crafting strategic approaches to reviews in hopes of improving local SEO performance.
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Local tactics are the keys to consumer loyalty in a mobile-first world
For bricks-and-mortar businesses, loyalty programs have been a staple for decades, whether in the form of punch cards promising a free item, special sale offerings, or the now ubiquitous loyalty cards that we scan at grocery stores, pet stores, and everywhere in between. Simply put, customers think that loyalty programs are effective at getting them to return. It’s no surprise, then, that as ecommerce rose to prominence, many online businesses also instituted some variation of the loyalty program.
A problem arises today, however, when businesses think that the only way to drive customer loyalty is through such programs. But what are the alternatives? Customers are increasingly burdened by a jumble of key rings, codes, and email subscriptions telling them about special offerings and it can be a little overwhelming. There has to be another way.
One alternative to the traditional…
Leverage local SEO and influencers to boost your business's position in SERPs
If you’re a small business looking to get noticed on the organic search landscape with a limited budget, you’ll need to pick your battles wisely and arm yourself with a realistic and informed approach. Here are some useful things for small businesses and entrepreneurs to consider:
1. If you are a local business, focus your organic search efforts there first.
Traffic from local visitors is intentful and often more likely to convert – so it should not be overlooked. Also, the good news is that you’ll often find it much easier to dominate the organic SERPs for local search queries than you will do for broad, non-geotargeted queries. Google estimates that over 20% of all search has a local intent, so it’s worth pouncing on the opportunity.
2. From an SEO perspective, many claim that 2016 is the ‘year of the influencer’.
In your mission to compete with the big guns, are you underutilizing these small business branding hacks?
When you’re trying to boost your online visibility, it’s hard to know what tools to use, what methods you should be targeting and how to effectively measure results, especially when you’re already consumed with the day-to-day operations of your small business. You’re also unlikely to have an infinite budget to allocate toward this. That, combined with the confusing nature of SEO, with loads of companies promising to get you to rank but few actually being able to deliver, can leave many small business professionals wondering what direction they should take with their small business SEO. Here are some common mistakes:
Not Being Specific About Your Market
It may sound counterintuitive when it comes to SEO, but it pays to tap into a niche.
Logically, you might think that ranking for as many different keywords as possible would…
Get found by your potential customers by making the most of local listings
Your potential customers are on the internet- and you are too. But that doesn’t necessarily mean that these customers are able to find you. In order to get the full benefits from your local listings, you need to optimize your business’ listing on each platform. Kendall College has put together a useful guide and graphic that describes best practices for doing so.
Across platforms, your first step is to claim your business and add your complete address, filling in all available information fields as you go. Although you should be writing for people (and not search engines), use your target keywords when it’s appropriate. Perhaps most importantly, your page needs to have high-quality photos. On average, people spend 2.5 times as long looking at Yelp listings with photos than those without photos- after all, a picture is worth…
Local SEO is key for small businesses, these tips will help you optimize it
Local SEO or Search Engine Optimization can pave the way for smaller online businesses to grow at the expense of their larger competitors. An effective SEO strategy helps online businesses to create a strong online presence that keeps the profit pouring in. Even if a website has an appealing design, attention-grabbing titles, and offer quality products or services, it cannot remain afloat for long without an effective SEO strategy.
SEO is invaluable for online businesses to boost their online presence, attract maximum number of visitors, and accomplish sales levels that go right through the roof.
Here we will reveal 10 local SEO tips that every entrepreneur should follow in 2015 to take their online business to the next level.
1. Comply with Google Pigeon
Google Pigeon is a local search engine…
Best practice tips to give your landing pages better regional reach
The Internet has given us greater power than ever before to reach out to people wherever they are in the world. There’s one problem with that though – sometimes your core group of customers are located virtually on your doorstep, and unless you take steps to connect with these, much of your online marketing efforts may be going to waste.
Who needs regionalised landing pages?
If you’re selling a range of identical products through your website to people right across the country (or even the world) from a central warehouse or depot, you probably don’t need a regionalised landing page. But if your website is used as a means of promoting your bricks and mortar presence, or a service you provide in specific geographic areas, then regionalised landing pages should be…
How do consumers search for local products and services?
Google and IPOS research shows American shoppers are searching on their mobiles for local store information, including opening hours, address and directions. This has implications for Advertisers to ensure the right information is available!
4 in 5 consumers are using search engines to find local information, and 18% of local smartphone searches result in a purchase within a day.
The infographic highlights 4 important tactics for retailers to embrace:
1. Ensure Ads include your address and directions, across all devices.
2. Tailor copy to take account of local searching.
3. Build an attribution model for local searches.
4. Use radius bidding and local bid adjustments.
Download the full Infographic to find out more information from this American research on Local consumer search behaviour.…
A Google update affecting local searches
Value/Importance: [rating=5] (for local marketers)
Recommended link: SearchEngineLand announcement
Well, Pigeon would seem a logical follow-on from Google’s Hummingbird update. There seems to be an avian connection and it could change the search “pecking order” (sorry)…
Note that while Hummingbird, like Panda and Panda and Penguin, were terms coined by Google, this isn’t an official term. Barry Schwartz of Search Engine Journal has introduced the term to explain it on the Search Engine Land article above since Google haven’t given a defined name yet.
What do marketers need to know about Google Pigeon?
This algorithm update will only be relevant if your business targets local searches for a product or service in a location, for example through a store or office
It’s a major change which Google told search Engine Land, links:
“deeper into their web search capabilities, including the hundreds…
Google MyBusiness replaces Google Places for local businesses and provides a new Google+ admin page service for all businesses
Announced on 12th June 2014, this has been touted as a major change, with an in-depth review by Search Engine Land for example. But we have rated it as relatively low in value and importance for marketers since it should’t be overhyped - it doesn’t involve new options for marketing, rather it is a new labelling to be aware of. It’s an attempt by Google at providing a more unified business offering from Google. It’s a good move since it aims to reduce the confusion between Google+ for Business and Google Places which it replaces.
What you need to know / do
1. If you or your clients are looking to register a local business within Google, e.g. to be visible in Google Maps, you now need to go to…