Category Archives: Local Marketing

Coming Back To the Basics of Websites’ Ranking

Whenever there is a discussion about ranking factors, people usually consider it a discussion about catching up with algorithmic changes. While it is pretty much important to stay updated in this regard, one must not forget about the basics which make up good websites. A nicely optimized and high quality website is the one which works under any new condition.

Design of website

Website traffic is something you can get eventually with right tactics but if your website is not attractive, it is not going to convince your visitors about staying on it and explore what you offer. You may think about craigslist here as this platform doesn’t an impressive design, yet it does great on the web. Well, you are not craigslist and you will have to work quite well in order to draw people’s attention to your website.

There is no shame in admitting that you don’t have any skills in designing. So it’s quite unwise to focus on something you are not good at. That’s where web designers come in. You can give this task to freelance web designers while you focus on getting other things straightened up.

Reaching the audience

Before you consider keyword research, you will need to focus on SERP research first in order to find out what people look for. Analytics can show you numbers about several keywords but what you should look at in first place is the people’s attitude towards a product or service.

In order to decode the scenario, there are a few questions you need to ask yourself.

What search term I would go with if I didn’t know about this industry?

Well, our knowledge about the industry and the biases we have should be analyzed well in this regard. It is the human nature to take known things for granted until there is a serious thought process run over it.

What query would I like to use in order to find what I need?

It becomes simpler when you see things from searchers’ perspective. Try to recall the times you search for something related to the industry you don’t know much about. Think about the modification of search queries you make.

Is there anything special in top ranking websites that we are not offering?

For this purpose, you will have to do the analysis of competitors’ websites. Look into the categories and find out what special they offer.

Content

Content is one of the most important factors which you cannot ignore even in seo. Here, you will have to look if your content really offers good value to your visitors. If it doesn’t, you will need to step back and rewrite your content to make it impressive. Furthermore, you should focus on creating better content instead of creating the bulk of it. With a huge volume of content, you will have to work exceptionally harder in order to promote the website.

Managing Location Data for Large Businesses

Large business firms can have their hands full with location management. Local searches about their different locations can be a nightmare and a headache to keep track of. Thankfully, there are paths enterprise brands can take to manage location information better and more effectively.

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Challenges to Managing Local Listings

The challenges large businesses run into with managing their location information usually consist of one of the following categories:

  • an incredible and overwhelming amount of location information
  • people’s opposition to change

 

Stressful Amount of Location Data

Location info can come from several different databases for large businesses. Information comes from the varying departments, such as shipping, delivery, accounting, etc.

Search engines have specific standards for location data and for large businesses, this can be difficult to meet when there are different departments and locations that the info is coming from. Another hurdle is that many independent store managers do not know how format addresses that search engines approve.

 

Resistance to Change

To be human is, in most circumstances, to being resistant to change, to some degree or another. When a franchise or corporation decides to try and simplify organizing and collecting all the data in one place, this can bring significant resistance because a lot of these franchises or smaller companies under the corporation have likely been doing this from the beginning and they do not want to give up control of their marketing/social media.

You can accomplish bringing all the location data to one place by unifying the company. You can do this by first getting the executive team to, and then by giving authority to those who have to actually caring out the mandate. You can unify the company by explaining this to private owners or managers of the different locations. You will likely still meet some resistance, but rationally educating them will likely help unify everyone and make the transition easier.

 

After you have most of everyone agreeing with the change, you need to merge all the data before trying to simplify and make it homogenize. Your ultimate goal is to unify it to be able to send out up-to-date info to your various locations. Once you have created one location for all your data, it needs to be uniformed. You need to have all your addresses use a single format. There are multiple types of formats, and even if you use a single format this does not guarantee your addresses are correct. One way to unify all your addresses is using a validator tool. Once it is all unified, you need to make sure your pin is correct on all search engines.

 

Regrettably, there is not an easy way to do this. For Google, this means you have to go to the street view and makes sure it correlates with the correct address. This can be tricky in new developments or rural areas. Also, if a location is in a mall the address just correlates with the overall building. You may have to look at the layout of the building to find the exact location of one of the stores and make sure you place the pin in the correct area.

Once you have localized all the information to one site and cleared up all the search engines with all your sites, then you need to scan the search engines to makes sure there are no old sites that might have closed stores or sites that may have been created by customers or private owners and start managing these sites. You do not want a potential customer going to these different sites and getting false information and not ending up at one of your true stores.

Continuous Cycle

After you have localized all the information to one site, set all the pins, and managed all the sites, now you need to continually make sure all the data that is being created is going to your various locations correctly. You are managing the new locations and distributing the information to them.

 

Automatizing

For companies that only have a few sites, it can be fairly easy to manage everything manually; but, for larger companies that have hundreds to thousands of sites, it becomes very important to automatize as much as possible. Being in the technology age, this has become easier. So if you have started going down this road, continue to do so!