Earlier this month, one of our customers asked an interesting question in a training workshop. They wanted to know which search engine displayed the most local results for different types of search terms. Google gets the lion’s share of focus in the SEO world, particularly in Local. They also have the most developed local search product (vs. Bing and Yahoo), but does this mean that they present more local results to searchers? We discussed our own assumptions on this matter and did some digging online but couldn’t find any research that compared the display of results on Google vs. Bing vs. Yahoo. This got our research juices flowing and so we decided to conduct a study ourselves to find out which search engine is the most generous to local businesses. We decided to expand the study to try and answer 3 specific questions: Which search engine gives more page 1 space to local businesses? How does the split of search results vary by keyword type? How does the split of search … [Read more...] about Which Is The Most “Generous” Search Engine To Local Businesses?
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Local search engine optimization is a branch of SEO that focuses on optimizing a website to be found in local search results.Local search encompasses all those nifty search terms that scream local, such as:lawyers near medoctors near melawyers in [city name]doctors in [city name]Basically, local SEO is a strategic process that focuses on emphasizing the optimization efforts of local brick-and-mortar businesses.Content, on-page optimizations, and link building all with a focused, localized intent are part of these efforts.The focus changes, however, when it comes to localizing link acquisition.The focus changes to making sure all potential local signals across Google’s local search landscape are consistent and correct.If they are not, or you accidentally provide different information for the same business, you could potentially experience situations where your local results display something different than what was intended.Why Local Search Is ImportantHere are a few stats that … [Read more...] about What Is Local SEO & Why Local Search Is Important
Fake news and its influence on the election dominated headlines for weeks as fabricated news reports went viral and the election results shocked the nation. But fake news is just one tentacle of a troubling and growing trend of fake media content. The headlines simply brought to light what is a much wider problem: the ease and prevalence with which false online information is used to manipulate behavior. The manipulation can be of consumer behavior, business behavior or even the behavior of software triggered by false information fed into its system. Scam artists are strongly motivated to take advantage — recent reports cite Russian hackers who stole up to $5 million a day in advertising revenue by posing as fake users in a scheme tagged by the name “Methbot.” The impact on marketers is particularly hard. As consumers search for information to help make purchase decisions, uncertainty about the veracity of the information they receive impacts the effectiveness of … [Read more...] about The fake information epidemic and how it will hurt local search in 2017
A search engine study completed in early July by BrightLocal (my employer) found that local businesses are being squeezed out of organic results for high volume “head” terms, but they get greater share of voice for long-tail and geo-modified terms. In this research, we explored which of the three main search engines are most generous to local businesses and give them the greatest amount of page one “real estate.” The objective is to provide a clear picture of whether it is local pack results or organic results that offer the best opportunity for local businesses to gain visibility in search. This study is a follow-up piece to our 2014 study, and the full results are featured here on the BrightLocal blog. Quick Background To Methodology We conducted more than 500 searches across Google, Yahoo and Bing for three different types of keywords: Generic – e.g., plumber, dentist, attorney Service – e.g., radiator repair, teeth whitening, divorce lawyer … [Read more...] about Local Businesses Squeezed Out Of Organic Search By Larger Websites
Toward the end of 2014, one of the questions I started hearing repeatedly from marketing executives at brands with many locations is this: “How do I make my content more relevant and findable to local audiences?” Increasingly, my answer is, “Look to your own workforce.” Your people are not only your eyes and ears on the ground, they are also crucial resources for maximizing the value of the converging worlds of content and local search. If you are a brand with multiple locations, your own people understand local cultural nuances that can make your content more relevant to local markets. When Chicagoans refer to “the Bean,” they aren’t talking about food but rather a popular sculpture by Anish Kapoor that graces the city’s Millennium Park. In New York, the second Sunday in June means celebrating Puerto Rican Day with one of the largest parades in the city. The Importance Of Understanding Local Nuances Understanding local nuances is … [Read more...] about How To Leverage The Best Local Content Source For Multi-Location Brands