A strong local search presence and visibility has always been important for multi-location brands. Google continues to make this increasingly so, with local branded and non-branded terms playing an ever greater role in search results, thanks to the Knowledge Graph and Local Carousel. Ninety percent of consumers now use search engines to shop locally; these queries are happening from the desktop, on the mobile web, in apps, from maps, and even from GPS and other in-vehicle devices. Each and every internet transaction has a local connection, via the user on a device tied to a geo-coordinate. continue reading
Matt Cutts’ recent post on his personal blog articulated a devolving pattern of spammy “guest blog” practices. It was a fairly thorough exploration of a common problem of paying for content simply to gain links. While it was a complex argument, and a solid point of view - it was summed up everywhere in four words: “Guest Blogging is Dead” which is not exactly what he said - it was a bit more of a, cautionary tale - ‘be careful who you invite to blog’. Basically Cutts’ point can be boiled down to one salient point; Blogging - and content - cannot just be about SEO. If you look at the forest for the virtual trees you are missing the value for users in the creation of content and the curation of voices.continue reading
By Angie Pascale If yours is like most brands, you are neglecting nearly three quarters of your social media impact. No, it's not because your brand isn't sending photos on Snapchat or that you haven't exchanged gifts on Impossible. It's because you aren't considering "dark social media" channels -- email, instant messenger, text message and other sources that cannot be tracked through analytics. continue reading
With the rollout of Google’s new Hummingbird algorithm in September 2013, B2B marketers no longer receive keyword search data in their Google Analytics reports. Some refer to it as the “[not provided]” problem, as that it the message they get in place of the data. While the change was in the works for two years, it still has some marketers scrambling to find alternative ways to direct online traffic to their web sites.
“When [brand influencers] reach their sharing threshold, you can activate them with an advertisement, a coupon, bonus content or media that really moves the needle when it comes to loyal customers.” - Bill Connardcontinue reading
At the dawn of Web 2.0 a couple of years after the collapse of the Internet bubble, a new type of business emerged that enabled real people to share experiences, ratings, reviews, and recommendations for products and services with the world. In local, there was Yelp. In travel TripAdvisor. In legal, Avvo. In retail, Amazon. That's just to name a few. These companies, and others like them, made it possible for consumers to make faster and more informed choices about where to go, what to buy, and whom to buy it from. One of the key aspects of these businesses was, and still remains, the discoverability of hundreds of millions of consumer stories, ratings, and reviews through search. continue reading