Many people I speak to still ask the familiar question, “Is this going to be the breakout year for local?” while expressing frustration or disappointment that “local hasn’t yet lived up to expectations.” But local is a marathon, not a sprint. It’s also more complex than the general search market, which features an ecosystem built around a small number of large and highly visible companies. Even though many of those same companies are focused on local, one could almost flip that equation when discussing the local internet: it’s about a very large number of mostly small companies. In the spirit of that “Is this the year?” question, I thought that for the first Locals Only column of 2008, it’s worth taking stock of where we are and what the coming year likely holds for local. Internet now a primary medium for local consumersStudy after study has confirmed that consumers research products before buying (mostly offline). However, … [Read more...] about What Does 2008 Have In Store For Local?
Dropbox stores files locally
For small and medium businesses who want to compete on the same playing-field as much larger corporations with greater resources at their disposal, having a strong local SEO strategy is crucial. Irrespective of what industry you’re in, you’ll always have at least one competitor who has been around longer and has allocated more budget and resources to building their visibility on the web and in search engines. It may feel futile to try and compete with them in the realm of SEO. But local SEO plays by slightly different rules to the regular kind. You don’t need to have reams of funding at your disposal or hundreds of links pointing to your site to be visible and relevant to a local audience – you just need to understand the unique characteristics of local SEO, and apply a few simple strategies to cater to them. Whitepaper All About Click Fraud and How You Can Block ItWhat Customers Expect in the Age of AIThe Call Tracking Study Guide for … [Read more...] about 4 local SEO strategies for small and medium businesses
There’s a reason many brands don’t track in-store attribution for local marketing: it’s hard. Really hard. I’m reminded of the old adage that says half the money you spend on advertising is wasted; you just don’t know which half. Similarly, half your customers walk into your store as the result of local marketing; you just don’t know which half. Proving that someone visitedyour store because they saw your online local marketing efforts at some pointis a complex undertaking. Most out-of-the-box attribution tools don’t make it easy to differentiate between local marketing traffic and a visit from someone who stepped out of a local restaurant and happened to see your store right across the street. There’s also the challenge of seeing over the walled gardens of Google, Facebook, Bing and the other major platforms to compare notes. In a world of last-click attribution, it can be difficult for brands to determine which media influence had the … [Read more...] about Getting a clearer picture of local marketing attribution
Local Search Association’s (LSA) 2014 “Local Media Tracking Study” conducted by Burke, Inc. found that on average, mobile phones/smartphones are used to search the internet – across search engines, internet yellow pages, ratings and review sites and daily deals – 42% of the time compared to just 34% in 2013. This jump in mobile usage means it is time to reexamine your mobile strategy. I take a look at the latest data available to identify mobile trends and ten things to keep in mind that will help develop a winning mobile strategy for your business. 1. Mobile Strategy Is Now Must-Have A mobile strategy is no longer nice-to-have. While some like to remind us that computers and laptops remain the most common device for searching the internet, the shift to mobile, in particular to mobile phones and smartphones is quickly closing the gap. As recently as 2012, 80% of those surveyed used a computer or laptop to search the internet. That dropped to 73% in 2013 … [Read more...] about 10 Trends & Tips To Consider In Creating A Winning Mobile Strategy For Local Search & Marketing
An estimated 240,000 ecommerce stores use Magento for their online operations, which accounts for nearly 30% of the ecommerce platform market. Unfortunately, this not only makes clear that Magento is a worthwhile program, it makes clear something else: It’s a focus area for cyber criminals across the globe. Add to this the fact that it’s an ecommerce platform, and it’s clear how critical security for any Magento e-store would be. Magento keeps on releasing security patches to keep client websites secure; however, the responsibility of doing everything possible to secure your Magento store also rests with you, the customer. There are several customizations, security settings, and additional best practices that you need to be aware of in order to make your Magento based e-store secure. This piece will run through 10 tips that can help you make your ecommerce store more secure than before. From very technical suggestions to secure your admin access, to general … [Read more...] about 10 tips to make your Magento online store more secure