When it comes to local listings management, there’s a direct correlation between the number of listings you manage and the amount of grumbling, cursing and general hand-wringing you do. It isn’t easy for enterprise brands to get their location data in order. Juggling the info for hundreds or thousands of locations can quickly become overwhelming. And it’s not uncommon for enterprise brands to feel like they’re playing SEO whack-a-mole, constantly beating down duplicate listings, inaccurate data and any local search changes that inevitably pop up from Google. Fortunately, there are steps enterprise brands can take to tame their unruly location data and prevent it from getting out of hand in the future. The unique challenges facing enterprise local listings management For enterprise brands just starting to get their location data in order, local listings problems can typically be boiled down into two categories: an overwhelming, baffling, disparate, inaccurate … [Read more...] about How to manage local listings for enterprise brands
We’re only six weeks away from MarTech Europe in London, November 1–2, and I’m thrilled with the program — an incredible roster of speakers bringing deep insights and experience across the intersecting fields of marketing, technology and management. I’m excited to give you a preview of what the conference will deliver, but first… If you like what you read below and want to attend, register before 30 September in order to receive the “beta” discount rate, 15% off the regular ticket price. Here’s what you can expect at the event: Vendor-Neutral Analysis of Marketing Technology Solutions The MarTech conference series is the largest independent series of international events focused exclusively on marketing technology. The agenda is shaped solely by what I believe are the most relevant topics, candidly presented by speakers from across the field, without bias towards any one vendor. I will kick off the program on Day 1 with a talk on … [Read more...] about Here’s what to expect in 6 weeks
Getting the attention of today’s consumer is harder than ever before. They are on multiple devices, accessing numerous forms of media. Their paths to purchase are as varied as flavors of ice cream. And many use ad-blocking technology to run from attempts to reach them. It’s like chasing fireflies that light up and disappear in the dark just as you swing your net. This is a reality that won’t be changing anytime soon. As consumers’ digital experiences are increasingly interrupted by pop-up ads, pre-roll videos and banners that obscure their view, ads and unsolicited content seem to generate more irritation than interest. While more are trying to improve marketing and ROI through targeting, that still doesn’t always solve the problem of timing (i.e., serving up the content at the right moment). The ultimate goal is not just to serve up an ad or coupon to the right person, but also to time it to the moment when that information is needed or desired. Google … [Read more...] about Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.
We knew that these businesses had to pass advanced verification before November 10 or Google was going to be removing their listings. So now that we are past that date, what happened? As you can see, the search results (which only a very small percentage of users are seeing at the moment) show two different types of “3-packs.” The home service 3-pack The first local pack in the search results has a “Sponsored” message on it that says these listings are a part of Google’s Home Service section and links to this article. When I click “More plumbers” on that 3-pack, I get two different types of listings. The top listings appear to be paid, each sporting a “Send Request” button and a “Google guaranteed” badge beside it. The Help Center, however, does not really clarify if these features are paid. At first it seems that this is like the home service ads group, similar to what we’ve been seeing in the Bay Area. … [Read more...] about Google’s advanced verification test in San Diego just dropped over 89% of listings from the 3-pack
On the first full day that we had a Google Home in our house, we interacted with it 473 times over the course of the day. Four hundred of those were my two-year-old asking it to play “Cherry Bomb” by The Runaways, followed by his mother or me interrupting with, “Hey Google! Stop!” (Look, I love that song, too, but enough is enough, you know?) The point is, watching the way that my family interacts with the device, and how often they interact with it, I’m more inclined to believe the forecast that sales of Amazon Echo and Google Home type devices will go from 1.8 million this year to 15.1 million in 2020. Have you seen this demo video from Google I/O?: It really can do all of those things, like turn on your lights and help you plan your day. There are many times where it gets stumped and says “Sorry, I’m not sure how to help with that,” but not nearly as many as Amazon Echo, as you can see in Danny Sullivan’s review. For the most … [Read more...] about SEO without SERPs is here with Google Assistant, Home and Amazon Echo. Here’s how to survive.
As you’ve probably noticed, Christmas is coming. It’s a busy time of year for many of us. But busy means both that it’s easy to make mistakes and that it’s important not to let them slide. That’s why it’s important to automate what you can: when it gets busy, mistakes can be caught — and even corrected — without taking up your valuable time. So you want to make sure you didn’t pause your Black Friday ads with no active ads to show in their place. You want to be sure you don’t have an ad group where all the ads are disapproved. And you want to be sure that you did create ads in those brand-new ad groups filled with new, seasonal keywords for new, seasonal products. I’ve already shared a script to find ad groups with no ads. But with this newest script from Brainlabs (my employer), you can go one better: you can automatically create an ad, filling the empty ad group and making sure you don’t pass up valuable traffic. … [Read more...] about Here’s an AdWords script to fill empty ad groups
You’re a savvy digital marketer. You follow Google best practices and read “all the SEO blogs.” You sound like a zookeeper with your extensive knowledge of Pandas, Penguins, Possums and Pigeons. You’re always looking for ways to improve organic search rankings. Instead of investing your time researching some of those gray (or even black) hat tactics that are oh so tempting, I suggest you take a step back and look at the basics of your organic SERP listing. An area that often gets overlooked by digital marketers is engagement and the click-through rate (CTR) associated with their organic listings. No matter how much you improve your ranking, if your listing itself is not compelling, it’s all for nothing! Google has not confirmed that CTR is a direct ranking factor, but this slide from a Google engineer at SMX West in March 2016 suggests that click-through rate plays a significant role. Regardless of Google’s ranking algorithm, all digital marketers … [Read more...] about 4 steps to make your organic listings more effective
I see threads over at the Google My Business forum all the time from panicked business owners or SEOs who have logged into Google My Business to see a big red “Suspended” banner at the top of the page. The Google My Business guidelines have a very long list of things you shouldn’t do, but some offenses are much more serious than others. Before I get into which rule violations lead to suspensions, it’s important to know the facts around suspensions. Google won’t tell you why you got suspended A Google employee will rarely tell you why your account got suspended. Business owners often want Google to spell out what rule caused their suspension, but Google isn’t about to help rule-breakers get better at doing it and avoid consequences. There are two different types of suspensions The first type of suspension is what I refer to as a soft suspension. This is when you log in to Google My Business and see the “suspended” label and no longer have … [Read more...] about Top 9 reasons Google suspends local listings
I recently launched my first SaaS product after four months of planning and design and another eight months of development. That gave me a LOT of time to start planning for growth and in particular, customer acquisition. I read everything I could from Sean Ellis, Liam Gooding, Ryan Holliday, Andrew Chen, and many others. In fact, I spent over 100 hours preparing one hundred different growth hacks to implement for my startup and I have prepared them for you to review below. These growth hacks can be used by startups and established businesses as well. Take what you can and apply them, but remember, they won’t work for every business or strategy. I broke these down into different stages, which Dave McClure came up with and appropriately named “pirate metrics” (due to the AARRR acronym). They are: Acquisition Activation Retention Referral Revenue Most of the growth hacks listed here are in the “Acquisition” stage. Almost ALL websites see a dip in traffic … [Read more...] about An Epic List of 100 Growth Hacks for Startups
Today, “in the spirit of sitemaps.org“, Google, Microsoft, and Yahoo have announced the joint alliance of schema.org. This alliance provides a common foundation of support for a set of microdata types — some that previously existed and some that have been created as part of this initiative. Microdata is a type of structured mark up that can be used to provide semantic meaning to content on web pages. The microdata types currently supported are documented at schema.og. You can also take a look at the announcements from each search engine on their blogs: It appears as though the three search engines will be using this meta data solely to enhance the search results display for now, much like is already done with Google’s rich snippets and was done with Yahoo’s SearchMonkey. This makes sense for Yahoo, as they control only the user experience of their search results now that the indexing and ranking of their search results now come from Bing. But Google and … [Read more...] about Google, Bing & Yahoo Unite To Make Search Listings Richer Through Structured Data