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Everyone worth their social media salt knows to regularly monitor for brand mentions, but there is a small corner of social media that many people aren’t checking at all: common misspellings, abbreviations, and misused hashtags. Believe or it not, a fairly healthy subset of your customers are likely not spelling your company’s official name, its products, or even its tagline correctly. It’s up to us as social media marketers to track these mistakes and make the best possible use of them that we can. Below are some of the things that definitely need to be added to your regularly social media monitoring. This can help you better serve your customers and possible even grow your market share amongst your competitors’ customers. Brand and Product Name Misspellings This is the single biggest missed opportunity in your social media efforts. There are so many occurrences of misspellings in social media, especially when it comes to unique brand and product names. In … [Read more...] about How to Capitalize on Social Media User Mistakes

At the end of May, I wrote a round-up post of expert opinions on the latest big Google updates: Panda 4.0 and Payday Loan 2.0. Now that it’s been a month or so, I thought I’d ask another group of experts for their opinion on how the update has continued to be reflected in their clients and their own SEO progress. I asked our experts the following: “Now that Panda 4.0 has been out for about a month, have you seen any long-standing changes to website traffic or SERPs? If so, what is your recommendation for first action steps to make the best out of this Google update?” From Marcus Tober, CTO and Founder of Searchmetrics: Unlike with other recent updates, I didn’t see many big changes after the release of Panda 4.0. A couple of well-known brands that landed on the loser list recovered, like yellowpages.com, which returned to nearly the same visibility it had before. When there are quick recoveries like this, it usually means that Google is still tweaking the … [Read more...] about Ask the Experts: What’s Changed After Panda 4.0?

There’s something of a void where local business marketing is concerned. Local marketers understand they need to target keyword queries in SEO and PPC campaigns, but they assume they know what people search for, and they miss out on valuable referrals because of it. Here’s a brief guide on local keyword research to close the gap. Companies tend to get somewhat myopic about understanding how consumers try to discover their type of business. It’s natural to find out how some people find your business and then focus your efforts on building and reinforcing that successful vector — even to the point where you begin to doubt that there might be other ways people might find you. Also, there’s the concept of what we sometimes call “vanity” terms. Business owners and CEOs often like to see their company in the number one position for the best-known or most-popular keyword term related to their business, often to the detriment of the vast number of … [Read more...] about How To Use Google KW Research To Target The Long Tail In Local Search

Local businesses are often mystified as to why they don’t appear prominently in local search. Yet, when their online marketing is audited from a local SEO perspective it becomes clear that their lack of search optimization has effectively cloaked them — they’re invisible! So, how is it that these businesses have made themselves invisible? To answer that question, we only need to look towards one of the most basic, foundational elements of a company’s online identity: the Category. I’ve written about business categories a few times previously (see Double Your Traffic Using Optimal Category Names, and Leveraging Business Categories for Local Search), because a company’s categorization is so influential for its presence in local search results and its rankings for queries for types of businesses and keywords closely related to the category. A great many businesses are miscategorized — they’ve accidentally been lumped under the wrong industry … [Read more...] about Invisible Businesses In Google’s Local Search

I recently had the opportunity to interview two senior level executives from Mapquest to find out what the longtime provider of online mapping services is up to. Despite perceptions, MapQuest is actually a more popular mapping destination than Google or Yahoo’s map sites, and the company continues to innovate and push out new features and services, with a renewed level of energy in recent months. What follows is my Q&A with Mark Law, Vice President of Product Development and Christian Dwyer, Senior Vice President & General Manager, MapQuest, Inc. Can you share the highlights of your future road map? Mark: During the last 6 months, Mapquest has come out of hibernation and is now firing on more cylinders and delivering more products. There were two things going on prior to that time period that explain our low profile. There was considerable effort working on our new back-end technology. It is based on completely new platform technologies that was consuming a fair bit our … [Read more...] about “We’ve Come Out Of Hibernation”