Posts Tagged ‘Search Engine Land’

Five Steps To Successfully Navigate Negative Online Reviews

Tuesday, January 8, 2013

I recently came across an interesting story about a D.C. contractor that filed a $750,000 Internet defamation lawsuit against a former customer for negative reviews she posted on Yelp and Angie’s List.

The case, which has made national headlines, raises important questions about how local businesses can and should respond when they feel they are unfairly targeted by negative reviews. As we all know, these reviews are playing an increasingly critical role in how consumers select local businesses.

In our monthly Locals Only column on Search Engine Land, I argue that the damage of negative reviews on a business’ reputation cannot be amended through litigation. I believe the long-term consequences of the D.C. contractor’s proactive legal response will be much more troublesome than if the business took a more measured approach focused on addressing its customer’s concerns.

Read the column for my full take on the case, as well as my five suggested steps to successfully navigating negative online reviews.

7 Key Takeaways From BIA/Kelsey’s ILM Conference

Tuesday, December 11, 2012

In my Locals Only column posted today on Search Engine Land, I shared 7 key takeaways from BIA/Kelsey’s jam-packed ILM West conference last week in Los Angeles.

As we head into 2013, local businesses have some important trends to consider when developing their marketing plans. The ways in which consumers are both searching and finding local businesses are rapidly changing, and local businesses and marketers are quickly adapting to take advantage of new opportunities to drive business in the door.

Read my full column on Search Engine Land.

Five Areas That Demonstrate The Growing Potential of Local Search

Monday, November 12, 2012

In my monthly column on Search Engine Land, I discuss the results of an interesting new national survey sponsored by YP entitled “How Consumers Are Using Local Search.”

The survey, which was conducted by immr and Street Fight, asked 1,100 respondents questions about how they search and what they search for across 11 business categories. As I discuss in my column, the survey responses both enhance our understanding of local search behavior and confirm our conviction that small businesses benefit from implementing dynamic and comprehensive local advertising strategies.

My five key takeaways from the study include:

  • As more digital devices become available, local search volume will continue to rise
  • Mobile and tablet searches are increasing towards PC levels
  • Local searches require that local business provide more complete content
  • “Local” is not clearly defined, since consumers are willing to travel further for products and services when they believe its beneficial
  • While a large share of consumers use local search regularly, there is a group of “avid local search users” who use local search tools much more extensively than others.

Check out the full survey results in my column on Search Engine Land.

Why It’s Time for Local SMBs To Get On Board With Mobile

Monday, October 15, 2012

In my Local Search column on Search Engine Land this month, I talk about the importance of educating local SMBs about integrating mobile into their marketing strategies.

While attending BIA/Kelsey’s SMB Digital Marketing 2012 Conference in Chicago last month, I was surprised by the results of a recent LCM study, which showed that only 20 percent of local businesses said they have experience with mobile marketing.

As those in our industry know so well, the number of consumers searching for local information on their mobile devices is growing by leaps and bounds. Local businesses need to learn about the basic concepts of local mobile advertising and its potential.

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

Five Steps To Integrate Visual Content Into Your Social Media Strategy

Monday, September 17, 2012

In a column posted today on Marketing Land, I discuss the growing importance of visual content in a local business’ social media strategy.

In the past year, the unbelievable growth of visually focused sites like Instagram and Pinterest, the redesign of Facebook with the introduction of Timeline and the cover photo, and the rapid increase in use of smartphones with high-resolution cameras have highlighted changing consumer preferences in favor of images over text in the digital space.

In the piece, I offer five steps for local businesses to join the visual revolution online. Click here to read my full column.

Will Mobile Overtake Desktop for Local Restaurant Search?

Wednesday, August 29, 2012

I read an interesting post from Sherwood Stranieri over at Search Engine Land this week on mobile local search. Recent findings point to a rapidly increasing number of mobile searches in the restaurant category and it looks like mobile search may surpass desktop search in this category very soon.

In the last few months, there’s increasing evidence that mobile search activity for restaurants is growing by leaps and bounds. Consider the following:

  • Yelp recently shared that mobile usage now accounts for 40% of their activity, up from 27% in 2010.
  • According Groupon’s CEO, 30% of all transactions on Groupon’s platform are now attributed to mobile device use, and those usage levels have tripled in just one year.

Given these trends, it’s very likely that we’ll see restaurant search hit the tipping point in the next 12 months, with more mobile-based activity than desktop-based.

As you’ll recall from earlier this summer, YP, in their quarterly Local Insights Report, also found that the restaurant category was the most searched on mobile.

Take a look at Sherwood’s full article for more on mobile search and tips on how restaurants can get prepared to stay ahead of the curve.

Will the New Yahoo CEO Focus on Local Businesses?

Tuesday, August 14, 2012

In my Local Search column on Search Engine Land this month, I discuss Yahoo’s recent appointment of Marissa Mayer as its new president and CEO, and the opportunities that presents for local businesses should she decide to focus on reinventing the company’s once dominant local search platform, Yahoo! Local.

Mayer, who previously served as the Google executive in charge of local, maps and location services, lives and breathes local. She is also an expert in creating innovative user experiences in the space. I argue that if Mayer makes local a priority at Google – which still commands one of the largest audiences on the Web with 700 million monthly users – that local businesses will have yet another platform to actively consider for local advertising.

In my piece, I overview what Yahoo! Local looks like today and provide some thoughts on where Mayer might take the platform next. Click here to reach the full column.

Start Getting Your Business Ready Now for Apple Maps, Google+ Local

Tuesday, June 26, 2012

In our monthly Local Search column on Search Engine Land, I discuss the intensifying battle for control of the local search space, as evidenced by the announcements of Apple’s new Maps feature and Google+ Local.

As we know, these announcements have sparked great interest: not only in what the moves mean for the industry, the companies themselves and the consumers who use these offerings everyday, but also in how they will impact local businesses that increasingly count on these tools to drive visibility and ultimately sales.

While many questions remain about how these developments will play out, I outline some key takeaways and next steps that local businesses should explore so that they’re prepared for the new realities presented by these changes.

You can read my full Search Engine Land column here.

Five Key Learnings from a Local Marketing Success Story

Tuesday, May 1, 2012

In our monthly Local Search column on Search Engine Land, I shared my key takeaways from the compelling presentation by Mary Boysman, VP Brand Marketing and Advertising at Aspen Dental, at our annual conference last week.

As those of you in attendance saw first-hand, Boysman described in detail how she and her team developed a comprehensive strategy that drives meaningful local leads for her business and has elicited support from the highest levels of her organization.

Take a few minutes to read my column about the Boysman’s recommendations on how to create a powerhouse marketing organization.