Posts Tagged ‘Search Engine Land’
Monday, March 5, 2012
In our monthly Local Search column on Search Engine Land, I talk about the growing necessity of local businesses building out their local mobile strategies. A local business’ ability to maximize their visibility, ensure a great customer experience and ultimately drive new sales through smartphones all depends on their understanding the mobile landscape and laying the foundation for success.
Click here to read my full column, which notes the latest research on consumers and mobile and best practices for local businesses tackling the mobile space.
March 5, 2012 | 1 Comment
Tags: local businesses, Local Search, Local Search Association, marketing, mobile, Search Engine Land
Monday, November 14, 2011
In our monthly Locals Only column on Search Engine Land, I provide a three-step overview of what local businesses can and should be doing to attract and secure visibility on voice-activated mobile apps like the Apple iPhone 4S’s Siri and Google’s Andorid’s Voice Actions.
- Ensure an accurate and complete Google Places page: Google Places provides the foundation for how local businesses get found on both Siri and Voice Actions.
- Generate positive reviews and add multimedia content: While a spiced up Google Places page won’t have an impact on how Siri users find and evaluate a local business location (see step 3 for that), it will play a strong role in the Voice Actions experience.
- See step 2, and do it on Yelp: Most local business searches conducted via Siri are done so through Yelp, the popular local reviews site. Therefore, local businesses should embark on a similar effort to create and maintain highly descriptive Yelp profiles and generate as many positive customer reviews to their Yelp pages as possible.
You can read my full article on Search Engine Land here.
November 14, 2011 | Leave a Comment
Tags: Android, Google, iPhone, Local Search, Local Search Association, Search Engine Land, Siri, Voice Actions
Tuesday, October 18, 2011
In our Locals Only column on Search Engine Land this month, I shared five key takeaways from BIA/Kelsey’s DMS ’11 conference that are relevant to local business owners in the process of planning their 2012 marketing budgets.
My takeaways include:
1) Small businesses are increasingly investing advertising dollars online
Total small business ad spending for online media increased to almost 40% of total ad spend in the fourth quarter of 2010, up from 22% in the third quarter of 2009, according to BIA/Kelsey’s Charles Laughlin. It’s safe to say that small businesses should be putting a heavy chunk of their advertising dollars into the online space in order to keep up with competitors.
2) Small businesses are juggling marketing tools
With so many tools at their disposal, small businesses are especially struggling with how to manage social media channels and print media based on changing consumer behaviors. Since a growing number of platforms provide unique opportunities for businesses to reach target consumers, small businesses should explore an integrated approach that targets the widest number of customers possible.
3) Once websites are covered, mobile-friendly sites are next
With the number of mobile Internet users set to surpass desktop users by 2015, according to BIA/Kelsey, the emphasis is increasingly on ensuring that websites can be viewed as easily on mobile as they can at the home or office computer. Small businesses should look at ways to optimize their sites for mobile over the next year to make sure their customers can easily view them on-the-go.
4) Daily deals are hot, but customer retention and deal fatigue are issues
Daily deals will be a $4.2 billion market by 2015, according to BIA/Kelsey, but so far some small businesses who have tried them have had limited success retaining participating customers over the long-term. AT&T’s Todd Rose, who runs AT&T’s Deal of a Day offering, says capping the number of deals per merchant is sometimes necessary as well to keep consumers interested. Small businesses should ask daily deals providers to offer information on the type of return on investment they should expect – both for the deal and in the weeks and months following.
5) Use specific criteria when choosing local ad partners
Small businesses need to take a long and hard look at the characteristics of the advertising partners they work with to make sure they’re choosing the best solutions possible.
Click here to read my full article on Search Engine Land.
October 18, 2011 | 1 Comment
Tags: 2012 budget, DMS11, local business, Local Search, Local Search Association, Locals Only, Search Engine Land, SEL, Small Business
Tuesday, September 20, 2011
In my Locals Only column on Search Engine Land this month, I provide local business owners with important tips on how to preempt, identify and effectively mitigate threats to their online presence.
As a New York Times front page story earlier this month on the virtual closing of local businesses on Google Place by spammers showed, even temporary damage to a local business’ online presence can have a detrimental effect on its ability to attract new customers.
My column focuses on four areas that local businesses should take into account when it comes to protecting their online presence:
- Ensure that “owned properties” – including websites, social media channels and local search site profiles – send a clear message that a business are open and ready to help customers
- Use public relations outreach to build and maintain strong relationships with local media and influencers that can be leveraged in times of need
- Develop a comprehensive response strategy that can be immediately implemented if the business encounters an unexpected reputation hit such as a negative blog post or competitive SEM campaign
- Monitor online conversations about the business on an ongoing basis and be ready to respond at a moment’s notice
Read my full Search Engine Land column here.
September 20, 2011 | Leave a Comment
Tags: Google Places, Local Search, Local Search Association, online presence, reputation, Search Engine Land
Monday, August 22, 2011
In my Locals Only column on Search Engine Land this month, I provide an overview of the latest trends and developments in the local search space, and what local businesses should keep in mind as they start to build out their advertising strategies for 2012.
Three objectives that local businesses should consider include:
- Taking Charge of Social Media: Today, local businesses are doing a better job of creating a presence on social networks, but they need to further expand their efforts and engage more with their followers. Businesses also need to up-to-speed with what’s next, which today is the new and fast-growing Google+.
- Prepping for Big Mobile Changes: Last week’s announcement by Google that it’s purchasing Motorola Mobility could spell big changes for the local search industry, especially as mobile apps become a preferred source for local mobile content. Ensuring that a business is visible on as many online and mobile directories as possible—as well as the most popular apps—is increasingly key to attracting new customers.
- Widening Online Exposure: Popular search engines and local sites are continuing to team up with Internet Yellow Pages companies to help inform and expand their online directory databases, as well as provide additional distribution opportunities. Local businesses should look for opportunities to get the most exposure for their spend by placing ad dollars where they’re guaranteed the widest range of consumers.
Read my full Search Engine Land column here.
August 22, 2011 | Leave a Comment
Tags: Google, local businesses, Local Search, Local Search Association, Locals Only, mobile, Search Engine Land, social media
Wednesday, August 3, 2011
As we frequently discuss on the blog, social media presents an opportunity for small businesses to interact and build loyalty among their existing customers, as well as attract new ones. It also gives small businesses the ability to help control their online reputation, especially when it comes to negative reviews.
In an interesting post on Search Engine Land, Greg Sterling discusses the results of a new study by Palore which found that nearly six in 10 small businesses (58%) have a presence on either Facebook or Twitter, but that only 22% had a presence on both social networks. The study also indicated that the percentage of small businesses with Facebook pages is nearly double the share of those using Twitter.
Palore’s analysis looked at more than 1,110 small businesses in two categories – restaurants and spas – in Philadelphia and San Diego in conducting its review. It focused only on small businesses with websites.
However, the good news about the high percentage of small businesses participating on social media is dampened by additional results of the study, which found that the level of consumer engagement on these social media pages is generally low. According to Palore, approximately 38% of Facebook pages had fewer than 100 likes, while nearly 45% of Twitter pages had fewer than 100 followers. Only a handful of small businesses’ Facebook pages had more than 1,000 likes (16%) and more than 1,000 followers (19%).
As Greg notes, while small businesses are doing a good job getting on social media, they seem to be having difficultly figuring out how to engage consumers once they’re there. As an industry, we have a lot of work ahead of us in helping to educate small businesses about various ways to use social media to promote their businesses and build their online reputations.
August 3, 2011 | Leave a Comment
Tags: Facebook, Greg Sterling, local businesses, Local Search, Local Search Association, Palore, Search Engine Land, SEL, Small Business, social media, social networks, Twitter
Thursday, July 28, 2011
In our “Locals Only” column on Search Engine Land this month, I discuss two platforms that really caught my attention with the release of our “State of Local Search” study last week: mobile and online coupons.
As I note in the article, mobile and online are growing by leaps and bounds as ways for consumers to find local business information. I also provide key takeaways from the data that can help inform local businesses on how they can leverage these platforms to attract new customers.
Click here to read the full article on Search Engine Land.
July 28, 2011 | Leave a Comment
Tags: comScore, coupons, daily deals, Local Search, Local Search Association, mobile, Search Engine Land, SEL, State of Local Search, study
Wednesday, June 29, 2011
In our “Locals Only” column on Search Engine Land this month, I discuss results from our recently released “Local Media Tracking Study” conducted by Burke, and offer five key takeaways for local businesses to consider when planning their advertising strategies:
- As more consumers search for products and services via online search, local businesses should make extra efforts to ensure that information posted about them is complete and accurate. Local businesses should also encourage customers to post reviews about their work, and they should respond to customers who express dissatisfaction in reviews.
- Yellow Pages companies today offer integrated print, Internet and mobile solutions that can be targeted to a local business’ customers in order to achieve the highest possible rate of return. Local businesses also should take advantage of new advertising platforms and services, ranging from vertical websites to daily deals.
- Online social networks are growing fast, but their current reach as a resource for local business information is more limited than other media. Local businesses should invest now in creating active and engaged online communities, and view their efforts as more about building reputation than driving sales.
- The ways in which consumers search for local business information are driven in part by demographics – which means your advertising approach should consider your target consumer. Local businesses should keep on top of the latest research about their target customers and try new approaches, but also keep using ad platforms that are working for them.
- Given today’s fragmented media environment, it’s best to leverage as many local search offerings as possible to promote your business. The Burke study shows that consumers consult two to three sources on average when searching for local business information.
Click here to reach my full column on Search Engine Land.
June 29, 2011 | Leave a Comment
Tags: Burke, Local Search, Local Search Association, Locals Only, researchs, Search Engine Land, SEL, Yellow Pages
Wednesday, May 18, 2011
In an article posted on Search Engine Land this week, Andrew Shotland of Local SEO Guide, a local search engine optimization consulting company, made a stark admission: he uses the print Yellow Pages.
Shotland’s day job is focused on promoting the value of digital advertising solutions for local businesses. But when a main water pipe to his house started to leak and flooded his lawn, Andrew admits he turned to his Yellow Pages directory to find a local plumber to help fix the problem.
On this blog, we frequently cite the various reasons why print Yellow Pages continue to play an important role in the local search experience. However, nothing we say can compare to the words of support spoken from a respected digital enthusiast like Andrew.
You can read Andrew’s piece here.
May 18, 2011 | 4 Comments
Tags: Andrew Shotland, Local Search Association, Local SEO Guide, print, print directories, Search Engine Land, Yellow Pages
Thursday, May 12, 2011
In our monthly Locals Only column on Search Engine Land, I discussed my six key takeaways from our first annual Local Search Association annual conference, “Search Starts Here,” which took place in Las Vegas last month.
This year’s conference was significant because we announced a major rebranding of our organization from Yellow Pages Association to Local Search Association. The move reflected our industry’s ongoing transformation from publishers of print directors to integrated local search providers via print, online, mobile and social media.
Judging by the feedback we’ve received so far, the conference was an overwhelming success because it challenged each of us to look beyond what we’re doing currently and think about the products, services and partnerships we’ll need to develop today to complete in our industry tomorrow.
As attendees arrived in Las Vegas, many participated in Strategic Exchange Sessions, which we introduced last year instead of the traditional exhibition hall. The SES program enabled companies to easily make appointments with industry executives and explore new opportunities. We’ve heard from numerous participants who said they were able to make important connections and have valuable one-on-one face-time through the program.
Once again, our conference brought together business and thought leaders from across the industry to discuss ways to improve how we connect our local business advertisers with consumers. We live-blogged about our speakers, panels and sessions throughout the conference right here on Local Search Insider, and featured backstage videos with some of our favorite speakers. We also introduced a new Twitter channel, @LocalSearchAssn, where we participated in the lively conversation taking place via the #localsearch11 hashtag.
In addition to these activities, our attendees enjoyed networking and reconnecting with one another – especially at our Local Search Private Party on Monday evening.
Thank you to everyone – including our speakers, panelists and Local Search Association staff – for making this year’s conference one to remember.
For more information, read our conference coverage and my column on Search Engine Land.
May 12, 2011 | Leave a Comment
Tags: Local Search Association, Locals Only, Search Engine Land, SEL, SES, Strategic Exchange Sessions, Yellow Pages Association
Tuesday, April 5, 2011
In this month’s Locals Only column on Search Engine Land, I write about one of the biggest trends in 2011 to date – the booming group advertising and daily deal offerings. The success of companies like Groupon and LivingSocial have triggered a shift in the online local search market as we’re now seeing daily deal models integrate into local search engines and social media.
Small- and medium-sized businesses can really benefit from offering daily deals and loyalty programs to local customers via local search engines. In addition to some of the dynamic content that I wrote about in the March column, these new options are becoming essential to a successful digital advertising campaign.
It’s exciting to watch the local search industry integrate these new digital models and techniques while preserving its own core business – getting people the right information and listings wherever they live.
And don’t miss the opportunity to hear more about social media, daily deals and other new digital models at our 2011 Conference – Search Starts Here, April 16-20 at Caesars Palace. There’s still time to register.
See you in Las Vegas!
April 5, 2011 | Leave a Comment
Tags: Search Engine Land
Friday, March 11, 2011
In our monthly Locals Only column on Search Engine Land, I write about how small- and medium-sized businesses are keeping their digital content fresh and dynamic – both in local search advertisements and on their own websites.
Consumer’s online expectations have never been higher and businesses need to offer the right kind of content to meets those demands. But making videos and using QR codes is only half the battle for a business trying to set itself apart – it’s up to local search engines to provide the right content to its users.
For example, EveryScape partnered with Bing and YP to offer digital advertisers a new local search solution – virtual tours. Called YP360, the technology will let a user step inside a restaurant in Baltimore while they’re still on the train. They can choose a place and even set a reservation, all within the same application on their phone.
It’s just one of many new technologies coming to the local search marketplace and there’s a clear business case which I also discuss in my column. Local advertising is expected to grow to $16.1 billion this year, up from $13.7 billion in 2010. So head over to Search Engine Land and read the Locals Only column to learn how to set your business apart!
March 11, 2011 | 1 Comment
Tags: Search Engine Land
Wednesday, February 9, 2011
In our monthly Locals Only column on Search Engine Land posted Monday, I talk about how new data from the 2010 U.S. Census will impact local search companies and businesses alike.
For example, recent data revealed that young Americans are more diverse than any generation before – with 79 percent of population growth coming from blacks, Asians, and Hispanics between 2000 and 2009. If you’re a local business trying to reach young adults, this information could have a tremendous impact on your marketing efforts in 2011 and beyond.
We regularly use this blog to discuss how search tools and channels are constantly evolving – including where we find data and how to use it. If you’re a business owner or search marketer, understanding the demographics of your community is the best way to make successful advertising decisions that will yield a high return on investment.
So head over to Search Engine Land to read my column and learn about how the Census Bureau’s new data will impact search marketing in the coming weeks and months. Also, make sure to follow the U.S. Census Bureau online to stay current!
February 9, 2011 | Leave a Comment
Tags: Search Engine Land, Yellow Pages
Wednesday, November 17, 2010
In our Locals Only column this month on Search Engine Land, I talk about the growing importance of local business reputation in today’s increasingly digital environment.
Traditionally, business reputation was mostly shaped and influenced by word of mouth and through advertising in Yellow Pages, broadcast and print media, and direct mail. That model, however, has drastically changed.
Over the past few years, growth in local online and mobile search, combined with the introduction of a variety of new local business listing sites and apps, are transforming the ways consumers find and select local businesses. Today, consumers have more access to information about your business—the good, the bad, and the ugly—than ever before.
Businesses, therefore, need to make extra efforts to maintain proactive online strategies for managing reputation.
In my column, I offer four essential tips for local businesses to consider when navigating this new environment, including ensuring that they are properly represented on local business listing websites, launching a website, leveraging social media, and monitoring and influencing the online conversation about their business.
You can read the full column on Search Engine Land.
November 17, 2010 | Leave a Comment
Tags: business reputation, local, Locals Only, reputation, reviews, Search Engine Land, SEL, Yellow Pages, Yellow Pages Association, YPA
Friday, October 1, 2010
I’m catching up on my online reading, and want to share the following posts from our favorite industry blogs:
58% of Americans Research Products Online: Pew Study
Search Engine Land reports on a new Pew Research Center report that reveals that 58% of Americans now perform online research concerning the products and services that they are considering purchasing — an increase from 49% in 2004. The number of those who do research about products on any given day has jumped from 15% of adults in Sept. 2007 to 21% in Sept. 2010. Additionally, 24% of American adults say they have posted comments or reviews online about the product or serves they buy.
Eniro Re-launches Reposition Sited with New and Broader Capabilities
Eniro, the Swedish Yellow Pages company, has unveiled a more comprehensive local search and purchase directory that highlights products and brands in the search process, Screenwerk notes. A video presentation with Mathias Hedlund, Head of Products & Services at Eniro, is available here.
Dex One Launches Home Improvement Vertical
Screenwerk also reports that Dex One, which launched its DexKnows Weddings vertical site in March, recently launched a second vertical website dedicated to Home Improvement. The site includes a directory of local businesses ranging from plumbers to HVAC contractors, as well as original editorial content.
Yellow Pages Group Opens API to Developers
Earlier this month, Canada’s Yellow Pages Group announced the beta launch of YellowAPI.com, the company’s first public application programming interface. The site will be open to developers across platforms, allowing them to stream YPG’s local search content directly into their sites. YellowAPI.com will also give developers opportunities for additional revenue streams, based on their ability to drive quality traffic.
October 1, 2010 | Leave a Comment
Tags: API, Canada, Dex One, DexKnows Home Improvement, DexKnows Weddings, Eniro, Mathias Hedlund, Pew, Search Engine Land, Yellow Pages, Yellow Pages Association, Yellow Pages Group, YPA, YPG
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