Damian Rollison | Street Fight - Part 3

Damian Rollison

Damian Rollison writes the Streets Ahead column for Street Fight. He is VP of product at Brandify, and can be reached via Twitter. Brandify is the publisher of Street Fight.

Damian Rollison writes the Streets Ahead column for Street Fight. He is VP of product at Brandify, and can be reached via Twitter. Brandify is the publisher of Street Fight.

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by Damian

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Getting Down to the Basics of Local Search Marketing

Damian Rollison

Getting Down to the Basics of Local Search Marketing

Small businesses can sometimes find out at their peril just how important it is to take control of how they are represented online. As professionals, we want to make sure businesses understand that our expertise has value, but not at the expense of scaring or confusing them. Instead we would do well to promote the idea that local search is accessible to all…

Interconnectivity and the Mobile Mind Shift

Damian Rollison

Interconnectivity and the Mobile Mind Shift

We hear a lot these days about the massive transition in consumer attention from desktop to mobile devices. That transition is an undeniable reality, but it would be a mistake to assume that it’s just about mobile devices themselves. What the smartphone has done is to enable a change in mental attitude when it comes to the use and consumption of online services…

The Power of Visual Appeal in Local Search

Damian Rollison

The Power of Visual Appeal in Local Search

Images are more compelling to the average user than any other medium of communication. Though users may visit local search sites and apps with the conscious intent of seeking out text-based information such as phone numbers, hours, and addresses, visual content encountered along the way may have a greater influence than textual information on deciding which businesses to visit…

How to Maintain a Rational Social Marketing Strategy in a Confusing Landscape

Damian Rollison

How to Maintain a Rational Social Marketing Strategy in a Confusing Landscape

Small business owners may find themselves perplexed by the variety of opportunities to engage socially with consumers. Of course, it would be premature to suggest that any SMB needs an Ello marketing strategy. But there’s an advantage to be gained in keeping your marketing strategy attuned to the groups actively pursuing interests relevant to your business…

The Impact of Google’s Local Update Is Still a Developing Story

Damian Rollison

The Impact of Google’s Local Update Is Still a Developing Story

Google seems to be experimenting with driving more traffic to its local competition, meaning that it’s more important than ever for a business to secure its presence across a broad base of directories. The value proposition of local SEO does not change in a fundamental way, given that Google has long used citation consistency as a prominent local ranking signal…

Unmanaged Local Listings Hurt Consumers and Businesses Alike

Damian Rollison

Unmanaged Local Listings Hurt Consumers and Businesses Alike

Google Maps and its competitors have become the most important pathways to brick and mortar businesses outside foot traffic and word of mouth. As one recent case indicates, an accurate Google Maps listing can be a matter of life or death for a local business. The company needs a stronger and more concerted effort to enlist the help of business owners to address this problem…

Why ‘Google My Business’ Helps, But Doesn’t Fix, Local for SMBs

Damian Rollison

Why ‘Google My Business’ Helps, But Doesn’t Fix, Local for SMBs

The company’s redesign of its SMB portal replaces both the old Google Places for Business interface and the equivalent within Google+, and consolidates several features into a friendlier interface. The features for the most part are not new, but the update does a good job of tying together the claiming and profile management process with Google+ sharing…

New Listing Services Will Help Local Data Go Digital

Damian Rollison

New Listing Services Will Help Local Data Go Digital

Somewhat unexpectedly, 2014 has seen a profusion of companies entering the listing management arena, many of them veterans of related disciplines. Those of us with long experience in the space are not surprised that others would see the value in helping businesses get found on local search sites and apps. But why the sudden surge of activity?

What’s in a Swarm? Making Sense of Foursquare’s Split

Damian Rollison

What’s in a Swarm? Making Sense of Foursquare’s Split

It’s hard to envision now, but it could be that a decoupled discovery and recommendation service will be just what Foursquare needs to scale its dataset beyond entertainment and to encourage users to improve the quality and accuracy of venue information. These developments would turn Foursquare into a viable competitor to data aggregators like Infogroup and possibly to Google Maps itself…

Recent Studies Show Mobile’s Broadening Reach

Damian Rollison

Recent Studies Show Mobile’s Broadening Reach

The reports underline what we might call the inherently local nature of mobile search. Whether you are in a store contemplating a high-ticket purchase or downtown hoping to discover a new restaurant, the phone in your hand is your portal to timely and actionable information as well as marketing incentives that are increasingly likely to gain your attention…

The Shifting Line Between Free and Paid Local Marketing Services

Damian Rollison

The Shifting Line Between Free and Paid Local Marketing Services

The manipulation of organic reach on Facebook is one of many examples of the shifting boundary between free and paid local marketing services. In “pure” local search, that boundary has tended to be relatively clear: look for a local business in your typical IYP and you’ll see sponsored listings at the top of the results page, followed by organic results. But that boundary is likely more clear to those of us who know what to look for than it is to the general user…