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Posts Tagged ‘search engine watch’

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Personalization is more than the latest advertising buzzword – it's a movement, driven by consumers' expressed desire for a more relevant, seamless online experience.   Ad technology has made it possible to get ever more granular with our targeting, to the point you can hone in on a single user and personalize to the point of creepiness, if you're so inclined. (But you're not… right?)   Whereas retargeting and any other sort of informed ad seemed to cross the line with consumers even five years ago, today they not only expect a tailored, relevant experience – they demand it. For local brands, personalization is an important tactic to include in an overall local search marketing strategy.   In a recent Yahoo study, 78 percent of consumers expressed a desire for some kind of content personalization, yet just 37 percent have found online desktop ads relevant to their interests. Mobile advertisers fared worse, with 30 percent of consumers responding they felt ads on their smartphone were relevant, and just 27 percent of mobile app ads resonated with users.   continue reading
This week, the announcement of a new acquisition hit the wire: search and content marketing agency Covario is to be acquired by media and digital communications company Dentsu Aegis Network by the close of 2014. continue reading
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
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

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