Earlier today I was at the Brickhouse in San Francisco as Tom Coates, head of the Fire Eagle team, announced the release of Fire Eagle, which had been in private beta. The offering is intended to be something of a clearinghouse or “switchboard” (Coates’ words) to help users “manage location” across the internet and on participating mobile applications. Fire Eagle isn’t a destination itself. Rather, one could think of it as a location-aware “platform” that others can build upon. At the event there were three partners providing demos: Outside.in, Pownce, and Movable Type. Each used Fire Eagle-provided location data in a different way. Representatives of Pownce said that doing location well “was hard” but Fire Eagle “was easy.” They also said that it made them start to think about Pownce and its further development in a new way, because it helps to tie together the online and offline. Outside.in has integrated Fire … [Read more...] about Yahoo’s Fire Eagle Location “Switchboard” Comes Out Of Private Beta
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Our eagle-eyed friends over at ChannelAdviser spotted a test that Google is conducting, which allows the user to expand the PLAs shown for any given search query. The new interface includes an arrow icon in the bottom right corner of the product display panel. Click on it and the amount of listings shown will at least double. Here’s what it looks like: If this test is rolled out as a new feature, then it will result in a lot of organic and paid text ads being edged out of the picture, with PLAs almost completely taking over the top of the page. At any rate, it is clear that this should increase search marketers’ focus on optimising PLAs, as the other listing types will have been usurped. As one of up to 16 ads being shown, this is potentially great news for brands that aren’t chasing – or able to attain – the very top listings. Ads beyond ninth place, that would otherwise not be shown, will now feature prominently at the top of the search results. Win. … [Read more...] about Google doubles down on Product Listings Ads with expandable mega layout
As summer travel rolls into full swing, I’m reminded that much of local search is performed by non-locals. Depending on vertical, a significant amount of business may be from visitors outside the local area, either long-distance travelers or those visiting from nearby towns for the day. I’ll use my town, Frisco, Texas, which is a far northern suburb of Dallas, as an example for some perspective. Frisco is not like San Francisco, Washington, DC, or other destinations that have much stronger reputations for tourism and travel. According to a study by Frisco’s Convention and Visitors Bureau in 2013, the top three reasons for visiting Frisco were business travel, a weekend getaway and youth sporting events. Yet that same study revealed more than 31,000 out-of-town visitors come to the city and spend $3.9 million every single day. At the time, the city’s population was approximately 130,000 residents. Thus, every day, there are 24 percent as many visitors as there … [Read more...] about 33% of local search business is from non-locals (and 7 tips for capturing that traffic)
Visual content marketing has transformed retailers – in a good way. Here, we are going to address what visual trends are powering the top most-searched retailers of 2013 and what you can learn to drive your own business. With Google’s Hummingbird and other changes de-emphasizing keywords, it is more important than ever to focus on topical authority and social networks to ensure visibility. As brands shift from “talking at you” to “talking with you”, the use of relevant visual content marketing will define the winners and losers in 2014. Mobile-enabled content marketing and eCommerce has reached epic proportions. Today, it shows 50% of traffic goes to top retailers. This clarifies any uncertainty that retailers like Macy’s and Kohl’s are at the top the list with highly effective mobile strategies. Data-driven retailers with the ability to meld their paid, owned, and earned media has never been more important with content marketing, mobile, … [Read more...] about Visual Content Marketing and Most-Searched Retail Brands
It was bad enough that Prince, Leonard Cohen and Mrs. Brady checked out in 2016, but then I had to go and read David Mihm’s excellent 2017 Local Marketing Predictions, and I couldn’t find a cocktail fast enough to drown my misery. Mihm’s piece is a sober look at how Google has been leading us all down the path to a single result and how SEO is going to get even tougher over the next year as Google culls the SERPs in favor of entities (aka Knowledge Panels, Local Packs and so on) and voice results. Kind of reminded me of this old sunshine and rainbows post. Thing is, Mihm is right. As he states: SEO will not die in 2017. But the number of beneficiaries of organic visibility from Google will decline dramatically. So, what’s a guy with the word “SEO” in his brand supposed to do in the face of this one-way ticket to the End of SEO Days? And what about all you other SEO agencies and in-house types? Let’s look at the situation: Local is fragmented … [Read more...] about Can SEOs make local search great again in 2017?