It’s no secret that online location management has become more complex and challenging than ever before. With 88% of customers noting that they trust online reviews as much as personal recommendations, review sites outside of social media are scaling in importance for brand trust.
With the rapid growth of information made available online it’s crucial that all areas of your brand’s digital efforts are covered. Today’s techsavvy consumers are seeking and expect a seamless experience online, regardless of the device. Luckily, for brands that have taken the time to claim and cleanse location data on Google this type of experience is now obtainable thanks in part to the recent Google Maps update. Alternatively, brands that have not claimed locations on Google will be negatively impacted. Which brand are you?
The tides of search algorithms are constantly changing, and marketers are beginning to notice how this is affecting review directories. We saw some turbulence in the past with several review directories’ presence declining on page 1 of Google. But even with these changes, it isn’t time to loosen the leash on your listings. We still see local data claiming on multiple reviews directories as an essential component of review management.
Consumers expect to find all of the answers they’re looking for online, including information on your brand’s nearest store locations. When consumers are searching for your brand, chances are they are not visiting your website. In today’s world there is an array of channels in which customers can find your brand’s location information online, shifting a once linear path-to-purchase into a fragmented journey.
This week Where 2 Get It introduced the first webinar in a series of four that explores the 6 Pillars of multi-location optimization that makes up the backbone of Brandify. In this first webinar we discussed Syndication and Claiming and how important it is for businesses with multiple or many locations. These discussions segue nicely into next week’s webinar topic: Turning Online Traffic into Foot Traffic: Store Locators and Local Pages.
Last week on the Local Marketing Blog we highlighted three factors that contribute to a strong online brand identity. The first factor on that list was Accurate Data, and this week we take a deeper look at the importance of Data Quality within an integrated digital marketing strategy.
In this post we take a look at three high-level factors that contribute to building a strong digital brand identity: accurate data, consistent messaging and being human!
In the second instalment of the Where 2 Get It Marketing Glossary Series we are taking a look at Local SEO. While we write about local search quite a bit on our local marketing blog (see our 5 Tips to Help Your Business Dominate Local Search), in this series we aim to highlight key terms or phrases that may be familiar to many in the location-based marketing industry, but are perhaps more confusing to those with less of a technical marketing background. Local SEO is obviously a large component of an effective location-based marketing strategy. So let’s get started!
In order to build a glossary of terms that relate to local SEO, we must first define local SEO itself and explain how it differs from broader SEO. While a good local SEO strategy is built on the same elements that apply to broader SEO -- on-page factors, backlinks, robust social profiles, indexing -- there are a few unique pieces that make local SEO a bit more nuanced. For simplicity’s sake, we can break these nuances into three main areas which will then inform our list of local SEO glossary terms.
Local SEO hinges on the claiming of your business’ local listings on location-based platforms like Google Places, Foursquare, Yelp, etc.
One of the most important actors in boosting local SEO rankings is the number of citations your business has online.
Another important contributing factor to your business’ local SEO rankings is the quantity and quality of online reviews for your business on listing and social review sites like Google Places, Foursquare, Yelp, etc.
Let’s dive into some of these terms.