News and Analysis
Study: SEO Suffers From Lack of Context
Consumers frequently use the same terms in different ways, making it a challenge for marketers to accurately understand their online queries. Professors Jia Liu and Olivier Toubia found that digital marketers are at a distinct disadvantage as they attempt to infer content in quantifiable ways.
On Google, Hyperlocal Listing Strategy is Key to Brick-and-Mortar Success
Called “How to Survive in Google’s Local Search Ecosystem,” GMB senior product manager Steven Chen’s talk at Brandify’s annual conference emphasized the importance of a hyperlocal listing strategy in which multi-location brands empower franchisees to take ownership of their own user-facing information.
Review Strategy Is Key to Restaurant Success, Says TripAdvisor Restaurants Marketing Leader
What’s one of the secrets to a coveted top spot on a TripAdvisor Restaurants list? Respond to every review within 24 hours, said Mark Goloboy, the marketing leader for TripAdvisor Restaurants, at a panel during Brandify’s 2018 conference. Responding to reviews effectively can make the difference between showing up on the first and fourth pages of the site.
Commentary
Will Mobile Search Dethrone Google?
Why would Google’s market leadership be vulnerable to mobile search incursion? Innovation in search can occur at the user experience level, the core indexing and ranking algorithms, and the business model and ecosystem that supports search. Each of these faces potential mobile disruption.
Latest Posts
Street Fight Daily: AOL Takes Over Microsoft Display Ads, Uber Acquires Bing Mapping Assets
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… AOL in Deal With Microsoft to Take Over Display Ad Business (New York Times)… Uber Acquires Part Of Bing’s Mapping Assets, Will Absorb Around 100 Microsoft Employees (TechCrunch)… Toyota Gets Local, Uses Geo-Targeted Snapchat Ads (Ad Age)…
Street Fight Daily: Report Slams Google Search, Airbnb Raises $1.5 Billion
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Study Suggests Google Harms Consumers by Skewing Search Results (Wall Street Journal)… Airbnb Worth $25.5 Billion After Raising a Massive $1.5 Billion Round (Business Insider)… Lyft Acqui-Hires The Team From Messaging App Leo To Improve Location And Other Features (TechCrunch)
Street Fight Daily: Apple Preps Geofencing, Postmates Raises $80M
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Apple Inventions Hint at Next-Level iOS Geofencing Features (Apple Insider)… Yahoo’s New Mobile Browser Search Results Are Better Than Its App (Search Engine Land)… Postmates Raises $80 Million in Push Toward $1 Deliveries (Wall Street Journal)…
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Beyond Search: AI Visibility the New Growth Lever for MULO Brands