I see too many companies that have paid search as part of their marketing mix but they do little to optimize the spending so that it provides maximum value. Too often, I see companies in paid search that have no idea whether that expenditure leads to any sales. It's true that for some businesses (pharmaceuticals, for example), tracking manufacturer advertising of any kind to sales is very tough. But for most businesses, it is a well-understood process that too few companies have implemented. Most companies can take the time to update their measurement process so they can track conversions and conversion rates and use those numbers to determine their paid search bids. Despite this, I see many companies that have not taken even this basic step. … [Read more...] about Are you overlooking paid search optimization?
Search optimize engine
If you want to have content-based actions, it needs to be for a podcast, recipe, or news publication that already uses structured data markup and Accelerated Mobile Pages (AMP). Then all you need to do is claim your Actions through the directory. … [Read more...] about Voice Search Optimization: 6 Big Changes You’ll Need to Make
The concept here is that the microformat makes it very clear to the search engine what the business name is, versus street address versus city, etc. Without a clear tag on the data, search engines have to use clues like commas, line breaks, spaces and such to try to parse out all this info to match their business directory listings, and there’s such a range of formatting possibilities that a large degree of potential error is introduced. Using semantic labels reduces chances for interpretation mistakes. … [Read more...] about The hCard Microformat & Local Search Optimization
To get a better chance of being shown in search results for local commands (or where people are looking for service), it looks like reviews and distance to certain businesses are King. Many of my attempts to find local services either near me or my metropolitan area always brought up businesses that have more than 4-star reviews (out of 5). … [Read more...] about A Short Guide to Google Allo Search Optimization
Link to other quality industry or area websites/blogs from your website and content. Let them know that you’ve linked out to them. Create shareable content – lists of “best places to stay in Sun Valley”, “things to do at Christmas in Las Vegas”, etc. Don’t publish and pray. Share your great content—through social media and email, with other industry and area bloggers/websites. Guest post on relevant, quality blogs. … [Read more...] about The 2016 Guide to Local Search Optimization