Local Marketing Blog

5 Best Practices for Boosting Your Reputation Management Post-Pandemic

June 18, 2021|

Managing and boosting your reputation management efforts is a key area of focus for local marketers, however, best practices for doing so are constantly evolving. Shopping experiences have vastly changed over the past year, and in turn, so have customers' expectations of local businesses. Review sentiment has shifted based on updates to store hours, closures, health safety measures, and more. While your online reputation management strategy may not have been a top priority amid the pandemic, now is the time to refocus your efforts to emerge stronger than before as consumers seek your products or services. In fact, when reviewing

Getting Started with Your Local Marketing Partner: What Happens After Implementation?

June 16, 2021|

Relevant and accurate local listings and pages have never been more important for multi-location brands. However, managing these is no easy feat for companies with hundreds or thousands of locations. Increasingly multi-location brands are enlisting the support of a local marketing partner who provides them with the technology, process, and people needed to manage and optimize local marketing at scale, but what does that look like in practice?  Previously we've shared tips on finding the right local marketing partner and building your local dream team (check out this webinar, ICYMI, or this ebook, The Go-To-Guide For Selecting an Enterprise Local

Google’s June 2021 Core Update: What This Means for Enterprise Brands

June 9, 2021|

A few times a year, Google rolls out core updates, which are often noticeable to businesses and can impact search rankings. These core updates aim to provide the best search experience possible, and deliver on Google’s “mission to present relevant and authoritative content to searchers”. Each time a large core update is rolled out, Google refers to their search quality rating guidelines to serve as a reminder for businesses to focus “on ensuring you're offering the best content you can. That's what our algorithms seek to reward”. It’s crucial for content producers, developers, and local marketers alike to understand the

Yelp Listings Updates: Paid Advertising Enhancements and New Attributes

June 8, 2021|

Businesses have had to move quickly to pivot and adapt to changing conditions caused by the pandemic, and the online marketing and reviews platforms that serve them are no different. Yelp announced $25 million in support for local businesses affected by Coronavirus early on in the crisis and since then has continuously evolved to offer new features, functions, and tools to better support listed businesses. Last month, we learned of new health and safety fields available on Yelp listings. And now, Yelp is giving local businesses new ways to connect with more relevant customers, optimize budgets, and showcase the company’s

Google’s MUM Update: What This Means For Local Marketers According to the Experts

June 3, 2021|

Google recently announced its latest endeavor to revolutionize its Search technology. The forthcoming MUM update (Multitask Unified Model) is expected to significantly improve the search process—delivering better results to queries and giving searchers the answers they need quickly. Google says that with this new technology they’re “getting closer to helping you with complex needs. So in the future you’ll need fewer searches to get things done”. While the MUM update will be similar to BERT in which it is built to better understand search queries, Google says it will be “1,000 times more powerful” and will be able to answer

Ghost Kitchens: How Does a Ghost Kitchen Work and What do Local Marketers Need to Know?

June 2, 2021|

The rise of ghost kitchens took off during the pandemic, as businesses saw a new opportunity to deliver on rapidly changing customer needs. Big brands are getting in on the action — Chili’s, for example, generated an additional $150M per year in revenue with their virtual brand It’s Just Wings, according to CNBC.  But, how do ghost kitchens drive local business so quickly and successfully from launch? In this article, you’ll find answers to frequently asked questions about local marketing for ghost kitchens, particularly for multi-location brands managing this innovative foodservice format at scale. What is a Ghost Kitchen? A

Local Search Metrics: What Should I Be Measuring to Determine Performance?

May 26, 2021|

Your brand’s local search performance is key in converting online searchers to real-world customers. And when it comes to how people discover nearby solutions to their needs, Google dominates with 70% of all desktop queries and commands 93% of mobile.  As we return to in-person shopping experiences, consumers are looking to spend money in their own communities. Supporting local businesses has become an important value to many; in fact, Google reported a 20,000% increase year-over-year in “support local business” searches from 2019 to 2020.  How do you measure success in local search? Get to know and understand the following local

Local Consumer Search Behavior Trends April 2021 Update

May 20, 2021|

April brought with it the promise of spring and this year, also dramatically reduced restrictions across much of North America as vaccines have become more widely available. Continuously evolving pandemic-related conditions have influenced consumer behavior in search since the crisis first struck early in 2020. In this post, we will cover search behavior trends April 2021 presented. In our Local Consumer Search Behavior Trends series, we’ve shared aggregate local search data from the GMB performance of over 200,000 locations across 7 broad verticals each month.  As you’ll see below, April has been less tumultuous than in previous months. Gains and losses

Best Practices for Local SEO for Hotel Brands as Travel Restrictions Ease

May 19, 2021|

As travel advisories are relaxing and some U.S. markets are opening up for the summer tourism season, now is the ideal time to optimize your hotel brand’s local presence. In turn, optimizing local SEO for hotel brands has become crucial as travel restrictions and interest eases. According to a recent Harris Poll, 77% of Americans plan to travel this summer (29% remain cautious but optimistic). Additionally, 42% cite health and safety factors as a barrier to travel.  Conditions are right for a summer season of staycations. Many travel consumers will be searching for hotels and other types of accommodation within

Fighting Google My Business Spam Listings: Top Q&A

May 18, 2021|

It might be hard to believe, but Google My Business (GMB) spam listings have been affecting search rankings for well over a decade. While some business owners make a few honest mistakes on their GMB profiles, many unscrupulous individuals and marketers are inventing completely fake businesses or editing legitimate business listings as a way to redirect leads.  However earnest Google’s efforts are to rid spam, it still happens and spammy listings acquire valuable ranking spots that take customers away from legitimate businesses. And, when it is your brand’s local listings being impacted, the result may be lost traffic, customers, and