If you have a site you want to optimize for local searches, you generally want the site to appear in the web search local listing (Google Onebox or Yahoo! shortcut). Creating a page for your local listing could be a determining factor in your listing’s appearance. Below, an easy four step guide to creating a great, complementary page for your local listing. Step 1: complementary content Of course we all know that content is king, but for local, consistent content is king. Keep your optimized business description content as similar across all listings and potential “web references” as possible. Google only allows you to insert a 120 character description in your listing so you will want to consider including an excerpt or short version of the description that will be on your website. Yahoo! Local makes you pay for an Enhanced Listing ($9.95 per month) to be able to add a description and it is well worth it. Step 2: address and phone number Whether you have only one … [Read more...] about Optimizing Google OneBox and Yahoo! Shortcut Local Listings
One of the funniest moments at SMX West last month was the exchange between Avi Wilenksi (owner of Promediacorp, an SEO company) and Othar Hansson (Google Engineer). Avi had just discussed a case study of how he was able to alter Google Suggest results by “crowdsourcing” people to manually input queries—i.e. by somehow convincing them to type in queries. Avi’s case study hinged on white-hat online reputation management: his client had a few negative search results, and Google Suggest somehow picked them up. Once “[Client] + scam” or “[Client] + complaints” became an option, it was by far the most interesting option, so it moved up the suggested search list. As Othar pointed out, any attempt to directly influence Google Suggest results is against Google’s terms of service, and any attempt to do so by paying people to type in searches is pretty clearly black-hat. Perhaps so, but Avi’s response was that Google doesn’t … [Read more...] about 3 White Hat Ideas To Optimize Google Suggest Results
In February of this year, Google made headlines with its launch of enhanced campaigns. Since the initial outpouring of both interest and concern, advertisers have been seeking to understand how enhanced campaigns will not only reshape their campaign structures and strategies, but also how this will impact their ability to acquire revenue. With the July 22, 2013 migration deadline fast approaching, the attention has shifted from “why” to “how.” How do search marketers efficiently migrate to enhanced campaigns and optimize them to ensure post-migration success? During this critical time period, both Google and Marin Software continue to provide enterprise-class support and best practices for campaign migration and have measured the success of enhanced campaigns based on initial post-migration performance. 1.5 Million Campaigns Migrated In the four months since its February announcement, Google reported that more than 1.5 million campaigns have already been … [Read more...] about Optimizing Google Enhanced Campaigns: Success Starts At Migration
Google’s new “Google Home” device may be one of the most popular holiday gifts this year, but some marketers are not going to be celebrating in 2017. For instance, if you ask Google Home, “What is Bing?” its response is, “Indicating a sudden event or action.” If you ask, “What is Yahoo?” its response is, “A rude, noisy, or violent person.” Interestingly enough, Google Home responds to the question, “What is Google?” with “search for information about (someone or something) on the Internet using the search engine Google.” Instead of treating examples like these as branded queries, Google Home responds with dictionary-like definitions. Unfortunately, there is not much marketers can do in this scenario other than ensuring the definition of their brand is branded like the definition of “Google.” Where Google Home’s answers come from Google Home is powered by the same Google Assistant … [Read more...] about Optimizing Google Home search responses
Human behavior flows from three main sources: Desire, emotion, and knowledge. And Google seems to know this better than anyone. What made the difference between Google and other now left behind search engines was its ability to produce highly relevant results and the constant attention directed to the user’s needs and desires. With the new Knowledge Graph technology, Google redesigns the world of search by trying not only to understand its users but also to anticipate their wishes. What is the Knowledge Graph? Wouldn’t it be great if Google could “understand” YOU? The words you use aren’t just words … they are entities and they refer to real things in the world. Actually, this is possible as Google takes the concept of the traditional search engine and turns it into a knowledge engine that provides users with smarter and more relational search results. The Knowledge Graph might be one of the most revolutionary technologies used in the search … [Read more...] about Can You Optimize Google’s Knowledge Graph?