The mandate for brands is simple: manage data attributes as a crucial element of your location marketing strategy. But it’s not enough to create attributes. You need to constantly monitor the ever-changing nature of your business and your customers and be ready to act on your attributes as needed.
A great site with proper titles, tags and meta descriptions alongside good and relevant ad copy, and an intelligent approach to drive the maximum number of relevant clicks, is the best defense for the local business against the self-awareness of the RankBrain machine.
If you’re concerned about attracting customers through SEO content, you likely have mixed feelings about the recent enhancements made by Google to improve user experience. But here are three ways that Rich Answers can actually improve the quality of your web traffic.
Managing location data across hundreds and thousands of locations requires dedicated resources to scale the data and change it. Just as importantly, a business must treat location data as a competitive asset, organized and managed like inventory.
The reduction of local search real estate represents a huge challenge to marketers, who must work even harder to ensure their clients’ listings can compete in a shrinking field. It also suggests that a strategy combining organic and paid efforts is becoming ever more important.
The kinds of connections being made between travelers exploring a new city and local businesses are similar to those that people make when they are looking for goods and services at home. And Airbnb has made it clear over the past couple of years that the company wants to help travelers “live like a local.”
To many in the industry, the idea of making connections between marketing impressions and dollars spent seems like it could be the holy grail — giving proof positive to businesses that their marketing dollars are well-spent, and unlocking further budget.
Google continues to remind businesses that location data is the foundation of their brands. The question is whether your business is taking advantage of the opportunities Google is creating to use location data to build your brand.
Pingup, which describes itself as a “transaction platform for local services,” announced a new partnership with Yahoo this morning. The move expands Pingup’s publisher network, allowing users searching for local services on Yahoo to book an appointment on-demand through the Pingup platform.
A lot of local marketing companies are operating in the shadow of prior practices and companies that created a lot of distrust in the market, says Moz CEO Sarah Bird, who will be a speaker at Street Fight Summit West next week: “Part of the vision of online-to-offline attribution is to overcome that snake oil effect and build trust so you can point to data.”