Local SEO is a critical part of an overall digital marketing strategy, but relaying its importance through weekly, monthly or bi-annual reports to your boss or clients is a challenge. People’s eyes tend to glaze over, especially if they’re looking at the same metrics every month. It’s easy to succumb to “Broken Record Syndrome” when local search reports cover the same territory month after month, and it can be difficult to find and integrate something new and valuable. But these reports are critical for justifying the budget to continue and strengthen local search campaigns. Optimizing local listings, updating photos, building links and employing other tactics to strengthen a brand’s position in the local landscape take time — and time takes money. Avoiding “Broken Record Syndrome” Instead of being a broken record and discussing local keyword position performance and reviewing fluctuations, find new metrics to track over time that … [Read more...] about What your boss actually wants from your local search reports
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Almost 5 percent of paid search spending in the US is now in mobile, according to a report released last week from banking and investment firm Macquarie Group, using Efficient Frontier data. That mobile search spend could double to almost 10 percent by the end of this year if growth continues at an aggressive pace. Using some very rough math that would mean US mobile paid search could be worth approximately $1.1 billion (at least) by the end of 2011. And almost all that money would be Google’s. Just as Google dominates mobile search share in the US (with roughly 98 percent), the report said that 97 percent of mobile search spend (for Efficient Frontier clients) now goes to Google, while 3.2 percent spend goes to Bing/Yahoo. At the recent IAB event in Florida Google CEO Eric Schmidt said that mobile is growing “faster than expected” and surpassing all the company’s internal projections. On average mobile search queries represent roughly 15 percent of all search … [Read more...] about Google Controls 97 Percent Of Mobile Paid Search: Report
If you’re a typical marketer, you probably spend three to four days per month reporting. You need to make the most of that time, or reduce it by a day, or your personal ROI—the contribution you make to your company’s or client’s results—goes down! Do everyone a favor and stop drowning yourself in meaningless data. Instead, pull high-impact, actionable reports that provide true insight. Picking favorite reports is a little subjective, but here are five I go to often. Here, I reference Google Analytics report formats. If you’re using another solution, adjust the terminology accordingly. Map Overlay Geotargeting is baked into some accounts, but in other cases it only comes into play when trying to fine-tune mature accounts. I use the map overlay report to get an idea of what geographic locations are performing best, and to gauge where to continue with optimization efforts. I’ll scale back or pause terms in geographic locations that are not … [Read more...] about Five Killer Paid Search Reports
May 17, 2018 by Kristien Matelski Search Engine Optimization Vizion Interactive Most businesses today depend on search-driven web traffic to succeed. Taking their cues from changing technology and shifts in consumer behavior in recent years, astute companies have begun to adapt their SEO strategies to leverage voice search technology. As more consumers use their smartphones, tablets, and voice assistants to acquire information and make purchases through voices search, companies who choose to rely solely on mobile SEO risk obsolescence in a rapidly evolving e-commerce landscape.Why Voice Search MattersIts Use is Increasing Among Consumersanalysts report that as of 2016, over 40% of adults in the United States performed daily voice-based searches, and instances of voice-searching increased by a multiple of 35 between 2008 and 2016. In 2017, Google announced that 20% of the search requests it fields are voice searches, and observers estimate that by 2020 at least half of all internet … [Read more...] about Are You Optimized for Voice Search? You Should Be!
New data published by SparkToro’s, Rand Fishkin reveals that the troubling trend of “zero-click” searches on Google is growing. Next steps for search marketers Zero-click searches result in users remaining on a Google-owned property such as Google.com, Google Images, Google Maps, and YouTube rather than moving on to a third-party website from an organic search result. Mr. Fishkin first wrote about this phenomenon last October, highlighting how millions of queries are answered directly on the search results pages using content that Google scrapes from other people’s websites. Zero-click searches outpace organic-click searches for the first time ever The zero-click data, reported by data intelligence platform Jumpshot, reveals that zero-click searches comprised just under 55% of all searches on Google in June 2019. This is the first time zero-click searches have exceeded organic clicks since Google’s launch 20 years ago. Whitepaper All About Click … [Read more...] about Over half of searches on Google yield zero clicks