Posts Tagged ‘Search Engine Land’

Automated Tools To Help Local Businesses Tackle Online Marketing

Wednesday, July 23, 2014

In my Local Search column on Search Engine Land this month, I talk about the growing promise of automated local marketing solutions in providing local businesses and marketers with faster, more reliable and more cost-effective service.

Marketers are increasingly turning to automation to help them better achieve a variety of advertising objectives. According to a new survey, 45% of marketers believe that automation is most important to improving marketing productivity, while 44% believe it is key to increasing sales revenue, and 42% think it is vital to increasing lead generation.

To demonstrate the opportunities ahead in local, I discuss three of our Ad to Action Awards winners and the ways that their offerings are lowering barriers for local businesses and marketers to compete online.

  • Rio SEO’s Local Listing Manager solution is automating online business listing management so that local businesses can update their listings throughout the web from a single dashboard
  • The Search Agency’s AdMax Local product is enabling marketers to offer SMBs automated local SEM campaigns at a price point they can afford
  • Sightly’s TargetView offering is enabling local businesses to create, target and distribute video ads so they can compete with big brands.

Read my full column on Search Engine Land.

Google My Business Tips for Multi-Location Businesses

Tuesday, July 1, 2014

During last week’s webinar, Andrew Shotland, proprietor at Local SEO Guide, walked through Google My Business (formerly Google Places) issues for multi-location businesses and provided some tips for how to deal with them.  He also provided detail on on-page local SEO tactics including schema.org markup that can improve the display of search results for consumers.

Here are some of the highlights from the webinar:

  • Questions multi-location businesses should ask before deciding on linking to homepage or location page on Google My Business: How many locations?; Which page has “authority” (links)?; and which is the preferred landing page?
  • On Google My Business, do not create new listing when rebranding. Simply change name of business on listing.
  • When changing locations, once again, do not create a new location, but update location once the location opens.
  • While it will take a long time to update, when actual address is missing from maps, some of the primary places to go to update the mapping data include: Google Map Maker, TeleAtlas, TomTom, and OpenStreetMap.
  • It is good to list multiple practitioners at single location (real estate agents, doctors, etc.) but try and differentiate them somehow with different phone numbers.
  • Be the first to upload photos to your Google My Business page in order to prevent other, unrelated pictures from becoming your business profile image.
  • In Google Carousel results, the top two-thirds of your profile photo will be what users see when you show up, so optimize the picture accordingly.

Check out the entire presentation below:

For access to all of our past webinars and a look at what’s to come, visit http://bit.ly/LSAwebinars.

Top 10 Tips for Local Search Success

Tuesday, June 24, 2014

Business owners today see all the different ways that consumers are seeking out, discovering and considering local businesses, and they don’t know where to start their marketing efforts.

In our column for Search Engine Land this month, I offer my 10 tips for best positioning local businesses in today’s ever-changing local search environment. These include:

1)     Ensure key information about your business is accurate & accessible

2)     Populate your top local business listings

3)     Build a website with the user experience as the key priority

4)     Optimize your website for search

5)     Start a blog to provide a steady stream of content

6)     Leverage visual content, including photos and videos

7)     Ensure your business website is mobile-friendly

8)     Engage on social media channels used by your target customers

9)     Encourage reviews to add credibility to your business

10)  Pay attention to your success – and adjust your approach as necessary

Click here to read my full column on how to integrate each of these tips into your local business strategy.

Mo Locations Mo Problems: SEO Tactics for Multi-Location Businesses

Tuesday, June 17, 2014

Please join LSA and guest presenter Andrew Shotland for an exclusive webinar presentation next Thursday, June 26 from 2 pm – 3 pm EST.

During this webinar, Andrew Shotland will walk you through common Google Places issues for multi-location businesses and provide some tips for how to deal with them.  He’ll also provide detail on on-page local SEO tactics including schema.org markup that can improve the display of search results for consumers.

Andrew is the proprietor of localseoguide.com a leading search consultancy with a specialty in SEO for local search, enterprise-level search marketing and corporate training and is a regular contributor to Search Engine Land.

Spots are limited so reserve your seat today!

Don’t Miss these Highlights from LSA|14

Tuesday, May 27, 2014

The 2014 Local Search Association Conference in Huntington Beach, Calif. brought together a long list of influencers, decision makers and innovators in the local advertising and marketing space for a three-day, jam-packed agenda. The event, which covered everything from the “National Advertiser’s Perspective” to the way consumer traffic is fragmenting across media types and digital properties, highlighted the challenges and opportunities facing the local space.

Whether you missed our event or just want a refresher on what was covered, we’ve uploaded a full range of conference content for you to access on-demand:

  • SlideShare: We’ve uploaded all of the presentations used during the event, including slides from the Idea Lab sessions.
  • YouTube: After reviewing hours of footage, we posted video highlights from each session on our YouTube channel.
  • Local Search Insider: We discussed key takeaways from many of the conference sessions on our Association blog.
  • Search Engine Land: In our monthly column on Search Engine Land, LSA President Neg Norton shared his top 10 key takeaways from the conference.

Check out all of the above, and then mark your calendars for our 2015 Local Search Association Conference, April 20-22, 2015 at the Loews Hollywood Hotel!  Stay tuned for more details in the coming months!

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.