Street Fight Daily: Square Eyes IPO, Thumbtack’s SEO Struggles

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…

Square Expected To Go Public This Year (Forbes)
It’s unclear whether the company has already filed its initial public offering registration documents with the Securities and Exchange Commission, but sources indicated that if it hasn’t happened yet, it will likely happen soon.

After 2 Spinoffs, Journal Media Group Looks to Strengthen Digital Offerings (Street Fight)
Tom Grubisich: The big story in legacy media in recent years has been spinoffs — with the newspapers going in one corporate direction and TV stations going in another. The new Journal Media Group, which includes 17 daily newspapers, is the result of a double spinoff. JMG’s president, Tim Stautberg, explains how the company plans to succeed in digital.

Thumbtack, A Startup Backed by Google, Returns to Google’s Graces After SEO Hiccup (Recode)
When Thumbtack, a Web startup that connects consumers with home service professionals, disappeared from Google’s search results last weekend, rumors began to swirl. Last week, Thumbtack received a notification from Google’s webmaster that the company was being punished for soliciting paid links to its site to juice its SEO results. On Friday afternoon, Thumbtack came back into Google’s good graces.

#SFSW15 VIDEO: Tying TV and Mobile to Measure Real-World Store Visitation (Street Fight)
Far more than being just another media channel on which to advertise, mobile represents a “new connective element that allows you to build [a] new model for consumer behavior,” said PlaceIQ’s CEO Duncan McCall earlier this month at Street Fight Summit West.

Dunkin’ Donuts CMO Discusses the Risky Move to Mobile Loyalty (AdAge)
Dunkin Donuts introduces a mobile-based loyalty program, a re-launched version of the DD Perks Rewards program, which focused on tying together the mobile and in-store experiences for customers, introduced in January 2014. The original program launched in 2011, and its mobile-centric iteration includes around 3 million members.

Local SEO Landing Pages 2.0 (Search Engine Land)
Marcus Miller: If you manage a local business website, then you likely have a series of pages for your targeted locations. Done well, SEO can be a solid strategy to scale marketing and make local customers aware of businesses, but staying in line with Google’s guidelines while boosting SEO can be a tricky dance. Here are some tips on successfully navigating both.

Why ‘Buy’ Buttons Will Pose Big Challenges for Google, Facebook, Pinterest and Twitter (Recode)
Google, Facebook, Pinterest and Twitter are all planning on developing direct-shopping “Buy” buttons, but there are plenty of hurdles. Among the challenges these Goliaths face is integrating inventory and payments systems from retailers big and small that have little experience selling stuff outside of their own storefronts.

Cracking the Local Marketing Code (Business Standard)
Does the presence of e-commerce companies in local services help the local service providers? Experts say an entry in services broadens the prospective client base and can help the large horizontal players trim costs and improve margins. Also, the incremental cost of delivery of services is lower and can potentially give better returns on investment.

DoorDash Is Testing Delivery From Whole Foods and Trader Joe’s (Recode)
DoorDash has started delivering groceries from Whole Foods and Trader Joe’s in the LA area. Users of the on-demand restaurant delivery service received an email saying they can now order their “favorites” from these two grocery stores. A DoorDash spokesperson said the test is happening in two other cities, although they wouldn’t confirm which ones.

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