Posts Tagged ‘Search Engine Land’

5 Tips to Leverage Twitter’s New Nearby Feature

Friday, January 17, 2014

In my column posted this week on Marketing Land, I shared key takeaways for local businesses looking to leverage Twitter’s new Nearby feature, which enables certain mobile users to discover tweets posted by others in their immediate vicinity.

The tool, which is still in beta, has received early buzz from marketers and analysts. Many believe Nearby could potentially provide opportunities for local advertisers if it becomes a staple in Twitter’s mobile app. Their immediate focus has been on how Twitter might use Nearby to enable small businesses (as well as national businesses with local outlets) to promote sponsored tweets within the Nearby map to targeted users. Those talking have described Nearby as Twitter’s first stab at entering the local space in a way it hasn’t been able to up to this point.

Although Nearby is still in its beginning phases, I still think there are simple steps that local businesses can pursue now to take advantage of Nearby as part of their ongoing Twitter efforts. Check out my full column on Marketing Land to learn more.

8 Tips for Planning Your Small Business’ 2014 Marketing Strategy

Wednesday, December 11, 2013

In our monthly Local Search column on Search Engine Land, I discuss the results of Yodle’s recently released First Annual Small Business Sentiment Survey, which found that issues related to marketing – including finding new customers, keeping current customers and keeping up with the competition – are among small business owners’ top concerns. 

As I note in the column, despite small business owners’ worries about effectively marketing their businesses, Yodle’s survey results demonstrate that they aren’t making the necessary investments to adapt to today’s fast-paced and changing environment. I note that while the consequences of inaction for small business owners may seem small now, they will only become greater in the future, threatening the stability and growth of their operations.

My Search Engine Land column outlines 8 simple tips for better small business marketing strategy as we head into 2014. Let’s start the New Year off right!

How Local Businesses Can Overcome Obstacles To Mobile Conversion

Tuesday, November 12, 2013

In our Local Search column for Search Engine Land this month, I discuss new research that found that even though ready-to-buy consumers are increasingly using their mobile devices to search for local business information, most are turning to alternate sources aside from smartphones to actually complete their purchases.

The findings beg the question: what is it about smartphones that is inhibiting consumers who search via mobile from following through with buying products and services?

In the column, I outline four recommendations for local businesses to help spur mobile transactions: optimizing their website for mobile; using actionable, informational and reassuring mobile messaging; leveraging local e-commerce business tools; and establishing digital storefronts.

Read my full column at Search Engine Land to learn more.

Key Metrics for Success With A Local Business Website

Monday, September 16, 2013

We regularly discuss key types of content and tactics local businesses can employ to improve their websites. But often missing from the conversation is an emphasis on the importance of analytics in helping businesses to identify and act on both opportunities and challenges with their sites.

In our Locals Only column on Search Engine Land this month, I highlight how Google Analytics can provide local businesses with ongoing and targeted insights into which content, functions and flows are working on their websites (and which are not). Local businesses can use these insights to build more complete and effective websites that better meet the needs of their target customers.

Click here to read my full column on Search Engine Land.

Best & Worst Ways to Influence Local SEO Rankings

Tuesday, August 20, 2013

In our monthly Locals Only column on Search Engine Land, I discussed how the vast majority of local business out there – even those heavily invested in digital and mobile marketing – are constantly looking for insights on how they can improvement their placements in Google’s search engine results.

A survey released earlier this month by Moz’s David Mihm asked 35 local marketing experts to rank what they perceive as the best and worst ways to influence local SEO rankings. The survey provides a strong blueprint for local businesses on where to prioritize their local marketing efforts to generate greater visibility for their brands and one-up their competitors. It also provides perspective on actions to avoid that can damage a business’ credibility in local search.

Click here to read my column on Search Engine Land.

The Key to Success in Local Lies In A Vertical Approach

Monday, July 22, 2013

In my Local Search column on Search Engine Land posted today, I discuss the increasingly critical role of vertical offerings in the local search experience: not only in attracting customers and directing them to relevant business listings, but also in providing consumers with the necessary tools to evaluate and directly make purchases.

In my post, I overview recent developments involving key local players – specifically Yelp – that are implementing initiatives that simplify, speed up and complete the path to purchase. I then offer recommendations for local businesses to ensure they are able to capture these new lead opportunities.

Read my column on Search Engine Land by clicking here.

Expert: Integrating Social Media into Local SEO Strategy is a Must

Thursday, July 11, 2013

Search Engine Land

I saw a great piece last week on Search Engine Land by Trond Lyngbø, a senior SEO strategist at Metronet Norge, on the importance of factoring social media and reputation management into local SEO strategy.  With social media playing an increasingly integral role in not only local marketing but in society generally, local businesses need to ensure their social media presence is positive and highly visible in results on Google, Bing and other major search engines.

Lyngbø urges SMBs to better integrate social media into their marketing strategies, pointing to several specific considerations:

1. Social media can improve SEO impact

Online discussions can spread virally, allowing news about a business to reach farther and wider than what could previously be achieved through traditional means. The more discussion a business generates, the more prominently it will be placed in search results.

2. Social media leads to offline sales

Many consumers do their research online, and then go on to make purchases offline. Local businesses that generate discussion online will be highly ranked in local search results, which can in turn drive offline sales in their stores.

3. Social media is constantly evolving

With new platforms, services, and trends emerging all the time, keeping up can seem like a daunting task.  SMBs should stay abreast of changing developments and consider hiring a social media consultant to help devise the best strategy to stay current and maximize potential.

4. Social media’s effect is wide-reaching and long-lasting

SMBs should manage their social media presence wisely, as perceptions (positive and negative) created online can often last far longer than those created by word of mouth.

Check out Lyngbø full column at Search Engine Land.

8 Keys To A Successful Local Business Website

Wednesday, May 29, 2013

In our Locals Only column on Search Engine Land this month, I discuss the importance of the website in driving a successful online presence for local businesses.

The vast majority of SMBs today are struggling to develop a site that can easily be found in search and that provides the information, engagement and trust that consumers are looking for. The result presents potential missed opportunities for SMBs to attract quality leads from the digital and mobile sources where consumers are increasingly searching for local business information.

Check out my 8 tips for building a strong presence for a local business on Search Engine Land.

10 Questions Local Businesses Should Answer When Considering Online Deals

Monday, March 4, 2013

If you’ve followed headlines about the online deals space over the past year, you might wonder if the phenomenon has lost its appeal.

In our monthly Locals Only column on Search Engine Land, I discuss that while the industry is facing challenges, both local businesses and consumers continue to see promise in the medium. I lay out 10 key questions that local businesses should consider when deciding whether an online deal makes sense for them.

Read my full column at Search Engine Land.

How Local Businesses Can Leverage New Facebook & Foursquare Features

Thursday, February 7, 2013

FacebookFoursquare

In our monthly Locals Only column on Search Engine Land, I discuss new features recently announced by Facebook and Foursquare that will drastically change the ways local businesses leverage the social networks to build customer loyalty and drive new sales.

The new offerings, which include the introduction of Graph Search by Facebook and greater business access to customer information on Foursquare, will provide local businesses with new opportunities as well as challenges. In the column, I overview both changes and outline tips for how local businesses can and should adapt.

Click here to read my full Search Engine Land column.