The Local SEO’s Guide to the Buy Local Phenomenon: A Competitive Advantage for Clients

Posted by MiriamEllis

Photo credit: Michelle Shirley

What if a single conversation with one of your small local business clients could spark activity that would lead to an increase in their YOY sales of more than 7%, as opposed to only 4% if you don’t have the conversation? What if this chat could triple the amount of spending that stays in their town, reduce pollution in their community, improve their neighbors’ health, and strengthen democracy?

What if the brass ring of content dev, link opportunities, consumer sentiment and realtime local inventory is just waiting for you to grab it, on a ride we just haven’t taken yet, in a setting we’re just not talking about?

Let’s travel a different road today, one that parallels our industry’s typical conversation about citations, reviews, markup, and Google My Business. As a 15-year sailor on the Local SEO ship, I love all this stuff, but, like you, I’m experiencing a merging of online goals with offline realities, a heightened awareness of how in-store is where local business successes are born and bred, before they become mirrored on the web.

At Moz, our SaaS tools serve businesses of every kind: Digital, bricks-and-mortar, SABs, enterprises, mid-market agencies, big brands, and bootstrappers. But today, I’m going to go as small and as local as possible, speaking directly to independently-owned local businesses and their marketers about the buy local/shop local/go local movement and what I’ve learned about its potential to deliver meaningful and far-reaching successes. Frankly, I think you’ll be as amazed as I’ve been.

At the very least, I hope reading this article will inspire you to have a conversation with your local business clients about what this growing phenomenon could do for them and for their communities. Successful clients, after all, are the very best kind to have.

What is the Buy Local movement all about?

What’s the big idea?

You’re familiar with the concept of there being power in numbers. A single independent business lacks the resources and clout to determine the local decisions and policies that affect it. Should Walmart or Target be invited to set up shop in town? Should the crumbling building on Main St. be renovated or demolished? Which safety and cultural services should be supported with funding? The family running the small grocery store has little say, but if they join together with the folks running the bakery, the community credit union, the animal shelter, and the bookstore … then they begin to have a stronger voice.

Who does this?

Buy Local programs formalize the process of independently-owned businesses joining together to educate their communities about the considerable benefits to nearly everyone of living in a thriving local economy. These efforts can be initiated by merchants, Chambers of Commerce, grassroots citizen groups, or others. They can be assisted and supported by non-profit organizations like the American Independent Business Alliance (AMIBA) and the Institute for Local Self-Reliance (ILSR).

What are the goals?

Through signage, educational events, media promotions, and other forms of marketing, most Buy Local campaigns share some or all of these goals:

  • Increase local wealth that recirculates within the community
  • Preserve local character
  • Build community
  • Create good jobs
  • Have a say in policy-making
  • Decrease environmental impacts
  • Support entrepreneurship
  • Improve diversity/variety
  • Compete with big businesses

Do Buy Local campaigns actually work?

Yes – research indicates that, if managed correctly, these programs yield a variety of benefits to both merchants and residents. Consider these findings:

1) Healthy YOY sales advantages

ILSR conducted a national survey of independent businesses to gauge YOY sales patterns. 2016 respondents reported a good increase in sales across the board, but with a significant difference which AMIBA sums up:

“Businesses in communities with a sustained grassroots “buy independent/buy local” campaign reported a strong 7.4% sales increase, nearly doubling the 4.2% gain for those in areas without such an alliance.”

2) Keeping spending local

The analysts at Civic Economics conducted surveys of 10 cities to gauge the local financial impacts of independents vs. chain retailers, yielding a series of graphics like this one:

While statistics vary from community to community, the overall pattern is one of significantly greater local recirculation of wealth in the independent vs. chain environment. These patterns can be put to good use by Buy Local campaigns with the goal of increasing community-sustaining wealth.

3) Keeping communities employed and safe

Few communities can safely afford the loss of jobs and tax revenue documented in a second Civic Economics study which details the impacts of Americans’ Amazon habit, state by state and across the nation:

While the recent supreme court ruling allowing states to tax e-commerce models could improve some of these dire numbers, towns and cities with Buy Local alliances can speak plainly: Lack of tax revenue that leads to lack of funding for emergency services like fire departments is simply unsafe and unsustainable. A study done a few years back found that ⅔ of volunteer firefighters in the US report that their departments are underfunded with 86% of these heroic workers having to dip into their own pockets to buy supplies to keep their stations going. As I jot these statistics down, there is a runaway 10,000 acre wildfire burning a couple of hours north of me…

Meanwhile, Inc.com is pointing out,

“According to the Bureau of Labor Statistics, since the end of the Great Recession, small businesses have created 62 percent of all net new private-sector jobs. Among those jobs, 66 percent were created by existing businesses, while 34 percent were generated through new establishments (adjusted for establishment closings and job losses)”.

When communities have Go Local-style business alliances, they are capitalizing on the ability to create jobs, increase sales, and build up tax revenue that could make a serious difference not just to local unemployment rates, but to local safety.

4) Shaping policy

In terms of empowering communities to shape policy, there are many anecdotes to choose from, but one of the most celebrated surrounds a landmark study conducted by the Austin Independent Business Alliance which documented community impacts of spending at the local book and music stores vs. a proposed Borders. Their findings were compelling enough to convince the city not to give a $2.1 million subsidy to the now-defunct corporation.

5) Improving the local environment

A single statistic here is incredibly eye opening. According to the US Department of Transportation, shopping-related driving per household more than tripled between 1969-2009.

All you have to do is picture to yourself the centralized location of mainstreet businesses vs. big boxes on the outskirts of town to imagine how city planning has contributed to this stunning rise in time spent on the road. When residents can walk or bike to make daily purchases, the positive environmental impacts are obvious.

6) Improving residents’ health and well-being

A recent Cigna survey of 20,000 Americans found that nearly half of them always or sometimes feel lonely, lacking in significant face-to-face interactions with others. Why does this matter? Because the American Psychological Association finds that you have a 50% less chance of dying prematurely if you have quality social interactions.

There’s a reason author Jan Karon’s “Mitford” series about life in a small town in North Carolina has been a string of NY Times Best Sellers; readers and reviewers continuously state that they yearn to live someplace like this fictitious community with the slogan “Mitford takes care of its own”. In the novels, the lives of residents, independent merchants, and “outsiders” interweave, in good times and bad, creating a support network many Americans envy.

This societal setup must be a winner, as well as a bestseller, because the Cambridge Journal of Regions published a paper in which they propose that the concentration of small businesses in a given community can be equated with levels of public health.

Beyond the theory that eating fresh and local is good for you, it turns out that knowing your farmer, your banker, your grocer could help you live longer.

7) Realizing big-picture goals

Speaking of memorable stories, this video from ILSR does a good job of detailing one view of the ultimate impacts independent business alliances can have on shaping community futures:

https://www.youtube.com/watch?time_continue=150&=&v=kDw4dZLSDXg

I interviewed author and AMIBA co-founder, Jeff Milchen, about the good things that can happen when independents join hands. He summed it up,

“The results really speak for themselves when you look at what the impact of public education for local alliances has been in terms of shifting culture. It’s a great investment for independent businesses to partner with other independents, to do things they can’t do individually. Forming these partnerships can help them compete with the online giants.”

Getting going with a Go Local campaign, the right way

If sharing some of the above with clients has made them receptive to further exploration of what involvement in an independent business alliance might do for them, here are the next steps to take:

  1. First, find out if a Go Local/Shop Local/Buy Local/Stay Local campaign already exists in the business’ community. If so, the client can join up.
  2. If not, contact AMIBA. The good folks there will know if other local business owners in the client’s community have already expressed interest in creating an alliance. They can help connect the interested parties up.
  3. I highly, highly recommend reading through Amiba’s nice, free primer covering just about everything you need to know about Go Local campaigns.
  4. Encourage the client to publicize their intent to create an alliance if none exists in their community. Do an op ed in the local print news, put it on social media sites, talk to neighbors. This can prompt outreach from potential allies in the effort.
  5. A given group can determine to go it alone, but it may be better to rely on the past experience of others who have already created successful campaigns. AMIBA offers a variety of paid community training modules, including expert speakers, workshops, and on-site consultations. Each community can write in to request a quote for a training plan that will work best for them. The organization also offers a wealth of free educational materials on their website.
  6. According to AMIBA’s Jeff Milchen, a typical Buy Local campaign takes about 3-4 months to get going.

It’s important to know that Go Local campaigns can fail, due to poor execution. Here is a roundup of practices all alliances should focus on to avoid the most common pitfalls:

  1. Codify the definition of a “local” business as being independently-owned-and-run, or else big chain inclusion will anger some members and cause them to leave.
  2. Emphasize all forms of local patronage; campaigns that stick too closely to words like “buy” or “shop” overlook the small banks, service area businesses, and other models that are an integral part of the independent local economy.
  3. Ensure diversity in leadership; an alliance that fails to reflect the resources of age, race, gender/identity, political views, economics and other factors may wind up perishing from narrow viewpoints. On a related note, AMIBA has been particularly active in advocating for business communities to rid themselves of bigotry. Strong communities welcome everyone.
  4. Do the math of what success looks like; education is a major contributing factor to forging a strong alliance, based on projected numbers of what campaigns can yield in concrete benefits for both merchants and residents.
  5. Differentiate inventory and offerings so that independently-owned businesses offer something of added value which patrons can’t easily replicate online; this could be specialty local products, face-to-face time with expert staff, or other benefits.
  6. Take the high road in inspiring the community to increase local spending; campaigns should not rely on vilifying big and online businesses or asking for patronage out of pity. In other words, guilt-tripping locals because they do some of their shopping at Walmart or Amazon isn’t a good strategy. Even a 10% shift towards local spending can have positive impacts for a community!
  7. Clearly assess community resources; not every town, city, or district hosts the necessary mix of independent businesses to create a strong campaign. For example, approximately 2.2% of the US population live in “food deserts”, many miles from a grocery store. These areas may lack other local businesses, as well, and their communities may need to create grassroots campaigns surrounding neighborhood gardens, mobile markets, private investors and other creative solutions.

In sum, success significantly depends on having clear definitions, clear goals, diverse participants and a proud identity as independents, devoid of shaming tactics.

Circling back to the Web — our native heath!

So, let’s say that your incoming client is now participating in a Buy Local program. Awesome! Now, where do we go from here?

In speaking with Jeff Milchen, I asked what he has seen in terms of digital marketing being used to promote the businesses involved in Buy Local campaigns. He said that, while some alliances have workshops, it’s a work in progress and something he hopes to see grow in the future.

As a Local SEO, that future is now for you and your fortunate clients. Here are some ways I see this working out beautifully:

Basic data distribution and consistency

Small local businesses can sometimes be unaware of inconsistent or absent local business listings, because the owners are just so busy. The quickest way I know to demo this scenario is to plug the company name and zip into the free Moz Check Listing tool to show them how they’re doing on the majors. Correct data errors and fill in the blanks, either manually, or, using affordable software like Moz Local. You’ll also want to be sure the client has a presence on any geo or industry-specific directories and platforms. It’s something your agency can really help with!

A hyperlocalized content powerhouse

Build proud content around the company’s involvement in the Buy Local program.

  • Write about all of the economic, environmental, and societal benefits residents can support by patronizing the business.
  • Motivated independents take time to know their customers. There are stories in this. Write about the customers and their needs. I’ve even seen independent restaurants naming menu items after beloved patrons. Get personal. Build community.
  • Don’t forget that even small towns can be powerful points of interest for tourists. Create a warm welcome for travelers, and for new neighbors, too!

Link building opportunities of a lifetime

Local business alliances form strong B2B bonds.

  • Find relationships with related businesses that can sprout links. For example, the caterer knows the wedding cake baker, who knows the professional seamstress, who knows the minister, who knows the DJ, who knows the florist.
  • Dive deep into opportunities for sponsoring local organizations, teams and events, hosting and participating in workshops and conferences, offering scholarships and special deals.
  • Make fast friends with local media. Be newsworthy.

A wellspring of sentiment

Independents form strong business-to-community bonds.

  • When a business really knows its customers, asking for online reviews is so much easier. In some communities, it may be necessary to teach customers how to leave reviews, but once you get a strategy going for this, the rest is gravy.
  • It’s also a natural fit for asking for written and video testimonials to be published on the company website.
  • Don’t forget the power of Word of Mouth Marketing, while you’re at it. Loyal patrons are an incredible asset.
  • The one drawback could be if your business model is one of a sensitive nature. Tight-knit communities can be ones in which residents may be more desirous of protecting their privacy.

Digitize inventory easily

30% of consumers say they’d buy from a local store instead of online if they knew the store was nearby (Google). Over half of consumers prefer to shop in-store to interact with products (Local Search Association). Over 63% of consumers would rather buy from a company they consider to be authentic over the competition (Bright Local).

It all adds up to the need for highly-authentic independently-owned businesses to have an online presence that signals to Internet users that they stock desired products. For many small, local brands, going full e-commerce on their website is simply too big of an implementation and management task. It’s a problem that’s dogged this particular business sector for years. And it’s why I got excited when the folks at AMIBA told me to check out Pointy.

Pointy offers a physical device that small business owners can attach to their barcode scanner to have their products ported to a Pointy-controlled webpage. But, that’s not all. Pointy integrates with the “See What’s In Store” inventory function of Google My Business Knowledge Panels. Check out Talbot’s Toyland in San Mateo, CA for a live example.

Pointy is a startup, but one that is exciting enough to have received angel investing from the founder of WordPress and the co-founder of Google Maps. Looks like a real winner to me, and it could provide a genuine answer for brick-and-mortar independents who have found their sales staggering in the wake of Amazon and other big digital brands.

Local SEOs have an important part to play

Satisfaction in work is a thing to be cherished. If the independent business movement speaks to you, bringing your local search marketing skills to these alliances and small brands could make more of your work days really good days.

The scenario could be an especially good fit for agencies that have specialized in city or state marketing. For example, one of our Moz Community members confines his projects to South Carolina. Imagine him taking it on the road a bit, hosting and attending workshops for towns across the state that are ready to revitalize main street. An energetic client roster could certainly result if someone like him could show local banks, grocery stores, retail shops and restaurants how to use the power of the local web!

Reading America

Our industry is living and working in complex times.

The bad news is, a current Bush-Biden poll finds that 8/10 US residents are “somewhat” or “very” concerned about the state of democracy in our nation.

The not-so-bad news is that citizen ingenuity for discovering solutions and opportunities is still going strong. We need only look as far as the runaway success of the TV show “Fixer Upper”, which drew 5.21 million viewers in its fourth season as the second-largest telecast of Q2 of that year. The show surrounded the revitalization of dilapidated homes and businesses in and around Waco, Texas, and has turned the entire town into a major tourist destination, pulling in millions of annual visitors and landing book deals, a magazine, and the Magnolia Home furnishing line for its entrepreneurial hosts.

While not every town can (or would want to) experience what is being called the “Magnolia effect”, channels like HGTV and the DIY network are heavily capitalizing on the rebirth of American communities, and private citizens are taking matters into their own hands.

There’s the family who moved from Washington D.C. to Water Valley, Mississippi, bought part of the decaying main street and began to refurbish it. I found the video story of this completely riveting, and look at the Yelp reviews of the amazing grocery store and lunch counter these folks are operating now. The market carries local products, including hoop cheese and milk from the first dairy anyone had opened in 50 years in the state.

There are the half-dozen millennials who are helping turn New Providence, Iowa into a place young families can live and work again. There’s Corning, NY, Greensburg, KS, Colorado Springs, CO, and so many more places where people are eagerly looking to strengthen community sufficiency and sustainability.

Some marketing firms are visionary forerunners in this phenomenon, like Deluxe, which has sponsored the Small Business Revolution show, doing mainstreet makeovers that are bringing towns back to life. There could be a place out there somewhere on the map of the country, just waiting for your agency to fill it.

The best news is that change is possible. A recent study in Science magazine states that the tipping point for a minority group to change a majority viewpoint is 25% of the population. This is welcome news at a time when 80% of citizens are feeling doubtful about the state of our democracy. There are 28 million small businesses in the United States – an astonishing potential educational force – if communities can be taught what a vote with their dollar can do in terms of giving them a voice. As Jeff Milchen told me:

One of the most inspiring things is when we see local organizations helping residents to be more engaged in the future of their community. Most communities feel somewhat powerless. When you see towns realize they have the ability to shift public policy to support their own community, that’s empowering.”

Sometimes, the extremes of our industry can make our society and our democracy hard to read. On the one hand, the largest brands developing AI, checkout-less shopping, driverless cars, same-day delivery via robotics, and the gig economy win applause at conferences.

On the other hand, the public is increasingly hearing the stories of employees at these same companies who are protesting Microsoft developing face recognition for ICE, Google’s development of AI drone footage analysis for the Pentagon, working conditions at Amazon warehouses that allegedly preclude bathroom breaks and have put people in the hospital, and the various outcomes of the “Walmart Effect”.

The Buy Local movement is poised in time at this interesting moment, in which our democracy gets to choose. Gigs or unions? Know your robot or know your farmer? Convenience or compassion? Is it either/or? Can it be both?

Both big and small brands have a major role to play in answering these timely questions and shaping the ethics of our economy. Big brands, after all, have tremendous resources for raising the bar for ethical business practices. Your agency likely wants to serve both types of clients, but it’s all to the good if all business sectors remember that the real choosers are the “consumers”, the everyday folks voting with their dollars.

I know that it can be hard to find good news sometimes. But I’m hoping what you’ve read today gifts you with a feeling of optimism that you can take to the office, take to your independently-owned local business clients, and maybe even help take to their communities. Spark a conversation today and you may stumble upon a meaningful competitive advantage for your agency and its most local customers.

Every year, local SEOs are delving deeper and deeper into the offline realities of the brands they serve, large and small. We’re learning so much, together. It’s sometimes a heartbreaker, but always an honor, being part of this local journey.

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Enterprise Local SEO is Different: A Checklist, a Mindset

Posted by MiriamEllis

Image credit: Abraham Williams

If you’re marketing big brands with hundreds or thousands of locations, are you certain you’re getting model-appropriate local SEO information from your favorite industry sources?

Is your enterprise checking off not just technical basics, but hyperlocalized research to strengthen its entrance into new markets?

Before I started working for Moz in in 2010, the bulk of my local SEO experience had been with small-to-medium business models. Naturally, the advice I was able to offer back then was limited by the scope of my work. But then came Moz Local, and the opportunity to learn more about the more complex needs of valued enterprise customers like Crate & Barrel with more than 170 locations, PAPYRUS with 400, or Bridgestone Corporation with 2000+.

Now, when I’m thumbing through industry tips and tactics, I’m better able to identify when a recommended practice is stemming from an SMB mindset and falling short of enterprise realities, or is truly applicable to all business models. My goal for this post is to offer:

  • Examples of commonly encountered advice that isn’t really best for big brands
  • An Enterprise Local SEO Checklist to help you shape strategy for present campaigns, or ready your agency to pursue relationships with bigger dream clients
  • A state-to-enterprise wireframe for initial hyperlocal marketing research

Not everything you read is for enterprises

When a brand is small, like a single location, family-owned retail shop, it’s likely that a single person at the company can manage the business’ Local SEO, with some free education and a few helpful tools. Large, multi-location brands, just by dint of organizational complexities, are different. Before they even get down to the nitty gritty of building citations, enterprises have to solve for:

  • Standardizing data across hundreds or thousands of locations
  • Franchise relationships that can muddy who controls which data and assets
  • Designating staff to actually manage data and execute initiatives, and building bridges between teams that must work in concert to meet goals
  • Scaling everything from listings management, to site architecture, to content dev
  • Dealing with a hierarchy of reports of bad data from the retail location level up to corporate

I am barely scratching the surface here. In a nutshell, the scale of the organization and the scope of the multi-location brand can turn a task that would be simple for Mom-and-Pop into a major, company-wide challenge. And I think it adds to the challenge when published advice for SMBs isn’t labeled as such. Over the years, three common tips I’ve encountered with questionable or no applicability to enterprises include:

Not-for-enterprises #1: Link all your local business listings to your homepage

This is sometimes offered as a suggestion to boost local rankings, because website home pages typically have more authority than location landing pages do. But in the enterprise scenario, sending a consumer from a listing for his chosen location, to a homepage, and then expecting him to fool around with a menu or a store locator widget to finally reach a landing page for the location he’s already designated that he wanted is not respecting his user experience. It’s wasting his time. I consider this an unnecessary risk of conversions.

Simultaneously, failure to fully utilize location landing pages means that very little can be done to customize the website experience for each community and customer. Directly-linked-to landing pages can provide instant, persuasive proofs of local-ness, in the form of real local reviews, news about local sponsorships and events, special offers, regional product highlights, imagery and so much more that no corporate homepage can ever provide. Consider these statistics:

“According to a new study, when both brand and location-specific pages exist, 85% of all consumer engagement takes place on the local pages (e.g., Facebook Local Pages, local landing pages). A minority of impressions and engagement (15%) happen on national or brand pages.Local Search Association

In the large, multi-location scenario, it just isn’t putting the customer first to swap out a hoped-for ranking increase for a considerate, well-planned user experience.

Not-for-enterprises #2: Local business listings are a one-and-done deal

I find this advice particularly concerning. I don’t consider it true even for SMBs, and at the enterprise level, it’s simply false. It’s my guess that this suggestion stems from imagining a single local business. They create their Google My Business listing and build out perhaps 20–50 structured citations with good data. What could go wrong?

For starters, they may have forgotten that their business name was different 10 years ago. Oh, and they did move across town 5 years ago. And this old data is sitting somewhere in a major aggregator like Acxiom, and somehow due to the infamous vagaries of data flow, it ends up on Bing, and a Bing user gets confused and reports to Google that the new address is wrong on the GMB listing … and so on and so on. Between data flow and crowdsourced editing, a set-and-forget approach to local business listings is trouble waiting to happen.

Now multiply this by 1,000 business locations. And throw in that the enterprise opened two new stores yesterday and closed one. And that they just acquired a new chain and have to rebrand all its assets. And there seems to be something the matter with the phone number on 25 listings, because they’re getting agitated complaints at corporate. And they received 500 reviews last week on Google alone that have to be managed, and it seems one of their competitors is leaving them negative reviews. Whoa – there are 700 duplicate listings being reported by Moz Local! And the brand has 250 Google Questions & Answers queries to respond to this week. And someone just uploaded an image of a dumpster to their GMB listing in Santa Fe…

Not only do listings have to be built, they have to be monitored for data degradation, and managed for inevitable business events, responsiveness to consumers, and spam. It’s hard enough for SMBs to pull all of this off, but enterprises ignore this at their peril!

Not-for-enterprises #3: Just do X

Every time a new local search feature or best practice emerges, you’ll find publications saying “just do X” to implement. What I’ve learned from enterprises is that there is no “just” about it.

Case in point: in 2017, Google rolled out Google Posts, and as Joel Headley of healthcare practice growth platform PatientPop explained to me in a recent interview, his company had to quickly develop a solution that would enable thousands of customers to utilize this influential feature across hundreds of thousands of listings. PatientPop managed implementation in an astonishingly short time, but typically, at the enterprise level, each new rollout requires countless steps up and down the ladder. These could include achieving recognition of the new opportunity, approval to pursue it, designation of teams to work on it, possible acquisition of new assets to accomplish goals, implementation at scale, and the groundwork of tracking outcomes so that they can be reported to prove/disprove ROI from the effort.

Where small businesses can be relatively agile if they can find time to man-up to new features and strategies, enterprises can become dangerously bogged down by infrastructure and communications gaps. Even something as simple as hyperlocalizing content to the needs of a given community represents a significant undertaking.

The family-owned local hardware store already knows that the county fair is the biggest annual event in their area, and they’ve already got everything necessary to participate with a booth, run a contest, take photos, sponsor the tractor pull, earn links, and blog about it. For the hardware franchise with 3,000 stores, branch-to-corporate communication of the mere existence of the county fair, let alone gaining permission to market around it, will require multiple touches from the location to C-suites, and back again.

Checklist for enterprise local SEO preparedness

If you’re on the marketing team for an enterprise, or you run an agency and want to begin working with these larger, rewarding clients, you’ll be striving to put a checkmark in every box on the following checklist:

☑ Definition of success

We’ve determined which actions = success for our brand, whether this is increases for in-store traffic, sales, phone calls, bookings, or some other metric. When we see growth in these KPIs, it will affirm for us that our efforts are creating real success.

☑ Designation of roles

We’ve defined who will be responsible for all tasks relating to the local search marketing of our business. We’ve equipped these team members with all necessary permissions, granted access to key documentation, have organized workflows, and have created an environment for documentation of work.

☑ Canonical data

We’ve created a spreadsheet, approved and agreed upon by all major departments, that lists the standardized name, address, phone number, website URL, and hours of operation for each location of the company. Any variant information has been resolved into a single, agreed-upon data set for each location. This sheet has been shared with all stakeholders managing our local business listings, marketing, website and social outreach.

☑ Website optimization

Our keyword research findings are reflected in the tags and text of our website, including image optimization. Complete contact information for each of our locations is easily accessible on the site and is accurate. We’ve implemented proper markup, such as Schema or JSON-LD, to ensure that our data is as clear as possible to search engines.

☑ Website quality

Our website is easy to navigate and provides a good, usable experience for desktop, mobile and tablet users. We understand that the omni-channel search environment includes ambient search in cars, in homes, via voice. Our website doesn’t rely on technologies that exclude search engines or consumers. We’re putting our customer first.

☑ Tracking and analysis

We’ve implemented maximum controls for tracking and analyzing traffic to our website. We’re also ready to track and analyze other forms of marketing, such as clicks stemming from our Google My Business listings traffic being driven to our website by articles on third party sources, and content we’re sharing via social media.

☑ Publishing strategy

Our website features strong basic pages (Home, Contact, About, Testimonials/Reviews, Policy), we’ve built an excellent, optimized page for each of our core products/services and a quality, unique page for each of our locations. We have a clear strategy as to ongoing content publication, in the form of blog posts, white papers, case studies, social outreach, and other forms of content. We have plans for hyperlocalizing content to match regional culture and needs.

☑ Store locator

We’ve implemented a store locator widget to connect our website’s users to the set of location landing pages we’ve built to thoughtfully meet the needs of specific communities. We’ve also created an HTML version of a menu linking to all of these landing pages to ensure search engines can discover and index them.

☑ Local link building

We’re building the authority of our brand via the links we earn from the most authoritative sources. We’re actively seeking intelligent link building opportunities for each of our locations, reflective of our industry, but also of each branch’s unique geography.

☑ Guideline compliance

We’ve assessed that each of the locations our business plans to build local listings for complies with the Guidelines for Representing Your Business on Google. Each location is a genuine physical location (not a virtual office or PO box) and conducts face-to-face business with consumers, either at our locations or at customers’ locations. We’re compliant with Google’s rules for the naming of each location, and, if appropriate, we understand how to handle listing multi-department and multi-practitioner businesses. None of our Google My Business listings is at risk for suspension due to basic guideline violations. We’ve learned how to avoid every possible local SEO pitfall.

☑ Full Google My Business engagement

We’re making maximum use of all available Google My Business features that can assist us in achieving our goals. This could include Google Posts, Questions & Answers, Reviews, Photos, Messaging, Booking, Local Service Ads, and other emerging features.

☑ Local listing development

We’re using software like Moz Local to scale creation of our local listings on the major aggregators (Infogroup, Acxiom, Localeze and Factual) as well as key directories like Superpages and Citysearch. We’re confident that our accurate, consistent data is being distributed to these most important platforms.

☑ Local listing monitoring

We know that local listings aren’t a set-and-forget asset and are taking advantage of the ongoing monitoring SaaS provides, increasing our confidence in the continued accuracy of our data. We’re aware that, if left unmanaged, local business listing data can degrade over time, due to inputs from various, non-authoritative third parties as well as normal data flow across platforms.

☑ In-store strategy

All public-facing staff are equipped with the necessary training to implement our brand’s customer service policy, answer FAQs or escalate them via a clear hierarchy, resolving complaints before they become negative online reviews. We have installed in-store signage or other materials to actively invite consumer complaints in-person, via an after-hours helpline or text message to ensure we are making maximum effort to build and defend our strong reputation.

☑ Review acquisition

We’ve developed a clear strategy for acquiring reviews on an ongoing basis on the review sites we’ve deemed to be most important to our brand. We’re compliant with the guidelines of each platform on which we’re earning reviews. We’re building website-based reviews and testimonials, too.

☑ Review monitoring & response

We’re monitoring all incoming reviews to identify both positive and negative emerging sentiment trends at specific locations and we’re conversant with Net Promoter Score. We’ve created a process for responding with gratitude to positive reviews. We’re defending our reputation and revenue by responding to negative reviews in ways that keep customers who complain instead of losing them, to avoid needless drain of new customer acquisition spend. Our responses are building a positive impression of our brand. We’ve built or acquired solutions to manage reviews at scale.

☑ Local PR

Each location of our brand has been empowered to build a local footprint in the community it serves, customizing outreach to match community culture. We’re exploring sponsorships, scholarships, workshops, conferences, news opportunities, and other forms of participation that will build our brand via online links and social mentions as well as offline WOM marketing. We’re continuously developing cohesive online/offline outreach for maximum impact on brand recognition, rankings, reputation, and revenue.

☑ Social media

We’ve identified the social platforms that are most popular with our consumer base and a best fit for our brand. We’re practicing ongoing social listening to catch and address positive and negative sentiment trends as they arise. We’ve committed to a social mindset based on sharing rather than the hard sell.

☑ Spam-ready

We’re aware that our brand, our listings, and our reviews may be subject to spam, and we know what options are available for reporting it. We’re also prepared to detect when the spammy behaviors of competitors (such as fake addresses, fake negative/positive reviews, or keyword stuffing of listings) are giving them an unfair advantage in our markets, and have a methodology for escalating reports of guideline violations.

☑ Paid media

We’re investing wisely in both on-and-offline paid media and carefully tracking and analyzing the outcomes of online pay-per-click, radio, TV, billboards, and phone sales strategy. We’re exploring new opportunities, as appropriate and as they emerge, like Google Local Service Ads.

☑ Build/buy

When any new functionality (like Google Posts or Google Q&A) needs to be managed at scale, we have a process for determining whether we need to build or acquire new technology. We know we have to weigh the pros/cons of developing in-house or buying ready-made solutions.

☑ Competitive difference-maker

Once you’ve checked off all of the above elements, you’re ready to move forward towards identifying a USP for your brand that no one else in your market has explored. Be it a tool, widget, app, video marketing campaign, newsworthy acquisition, new partnership, or some other asset, this venture will require deep competitive and market research to discover a need that has yet to be filled well by your competitors. If your business can serve this need, it can set your brand apart for years to come.

Free advice, specifically for local enterprises

It’s asserted that customers may forget what you say, but they’ll never forget how you make them feel.

Call me a Californian, but I continue to be amazed by automotive TV spots that show large trucks driving through beautiful creeks (thanks for tearing up precious riparian habitat during our state-wide drought) and across pristine arctic snowfields (instantly reminding me of climate change). Meanwhile, my family have become Tesla-spotters, seeing that “zero emissions” messaging on the tail of every luxury eco-vehicle that passes us by. As consumers, we know how we feel.

Technical and organizational considerations aside, this is where I see one of the greatest risks posed to the local enterprise structure. Insensitivity at a regional or hyperlocal level — the failure to research customer needs with the intention of meeting them — has been responsible for some of the most startling bad news for enterprises in recent recall. From ignored negative reviews across fast food franchises, to the downsizing of multiple apparel retailers who have been unable to stake a clear claim in the shifting shopping environment, brands that aren’t successful at generating positive consumer “feelings” may need to reevaluate not just their local search marketing mindset, but their basic identity.

If this sounds uncomfortable or risky, consider that we are seeing a rising trend in CEOs taking stands on issues of national import in America. This is about feelings. Consumers are coming to expect this, and it feeds down to the local level.

Hyperlocalized market research

If your brand is considering opening a new branch in a new state or city, you’ll be creating profiles as part of your research. These could be based on everything from reading local news to conducting formal surveys. If I were to do something like this for my part of California, these are the factors I’d be highlighting about the region:

California

Enterprises

We’ve been blasted by drought and wildfire. In 2017, alone, we went through 9,133 fires. On a positive note, Indigenous thought-leadership is beginning to be re-implemented in some areas to solve our worst ecological problems (water scarcity, salmon loss, absence of traditional forestry practices).

Can your brand help conserve water, re-house thousands of homeless residents, fund mental health services despite budget cuts, make legal services affordable, provide solutions for increased future safety? What are your green practices? Are you helping to forward ecological recovery efforts at a tribal, city or state level?

We’re grumbling more loudly about tech gentrification. If you live in Mississippi, sit down for this. The average home price in your state is $199,028. In my part of California, it’s $825,000. In San Francisco, specifically, you’ll need $1.2 million dollars to buy a tiny studio apartment… if you can find one. While causes are complex, people I talk with generally blame Silicon Valley.

Can your brand be part of this conversation? If not, you’re not really addressing what is on statewide consumers’ minds. Particularly if you’re marketing a tech-oriented company, taking the housing crisis seriously and coming up with solutions for even a modest amount of relief would certainly be positive and newsworthy.

We’ve turned to online shopping for an interesting variety of reasons. And it’s not just because we’re techie hipsters. The retail inventory in big cities (San Francisco) can be overwhelming to sort through, and in small towns (Cloverdale), the shopping options are too few to meet our basic and luxury desires.

Can your brand thrive in the gaps? If you’re located in a metro area, you may need to offer personal assistance to help consumers filter through options. If you’ve got a location somewhere near small towns, strategies like same-day delivery could help you remain competitive.

We’ve got our Hispanic/Latino identity back. Our architecture, city and street names are daily reminders that California has a lot more to do with Mexico than it ever did with the Mayflower. We may have become part of the U.S. in 1850, but pay more attention to 2014 — the year that our Hispanic/Latino community became the state’s largest ethnic group. This is one of the most vibrant happenings here. At the same time, our governor has declared us a sanctuary state for immigrants, and we’re being sued for it by the Justice Department.

Can your brand celebrate our state’s diversity? If you’re doing business in California today, you’ll need bilingual marketing, staff, and in-store amenities. Pew Research publishes ongoing data about the Hispanic/Latino segment of our population. What is your brand doing to ensure that these customers feel truly served?

We’re politically diverse. Our single state is roughly the same size as Sweden, and we truly do run the political gamut from A–Z here. Are citizens removing a man-made dam heroically restoring ecology or getting in the way of commerce? You’ll find voices on every side.

Can your brand take the risk of publicizing its honest core values? If so, you are guaranteed to win and lose Californian customers, so do your research and be prepared to own your stance. Know that at a regional level, communities differ greatly. Those TV ads that show trucks running roughshod through fragile ecosystems may fly in some cities and be viewed with extreme distaste in others.

Money is top of mind. More than ⅓ of Californians have zero savings. Over½ of the citizens have less than $1000 in savings. We invest more in Welfare than the next two states combined. And while our state has the highest proportion of resident billionaires, they are vastly outnumbered by citizens who are continuously anxious about struggling to get by. Purchasing decisions are seldom easy.

Can your brand employ a significant number of residents and pay them a living wage? Could your entry into a new market lift poverty in a town and provide better financial security? This would be newsworthy! Have ideas for lowering prices? You’ll get some attention there, too.

Obviously, I’m painting with broad strokes here, just touching on some of the key points that your enterprise would need to consider in determining to commence operations in any city or state. Why does this matter? Because the hyperlocalization of marketing is on the rise, and to engage with a community, you must first understand it.

Every month, I see businesses shutter because someone failed to apprehend true local demand. Did that bank pick a good location for a new branch? Yes — the next branch is on the other side of the city. Will the new location of the taco franchise remain open? No — it’s already sitting empty while the beloved taco wagon down the street has a line that spills out of its parking lot all night long.

Summing up

“What helps people, helps business.” Leo Burnett

The checklist in this post can help you create an enterprise-appropriate strategy for well-organized local search marketing, and it’s my hope that you’ll evaluate all SEO advice for its fitness to your model. These are the basic necessities. But where you go from there is the exciting part. The creative solutions you find to meet the specific wants and needs of individualized service communities could spell out the longevity of your brand’s success.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 3 months ago from tracking.feedpress.it

Go global, think local: delivering human conversations at scale

Well that’s a wrap! What a successful night for the ‘Go Global. Think Local’ seminar held at the Excelsior hotel in Hong Kong back on March 6, 2018. The event was organized by, and fielded presentations from, SmartOSC, Shopify Plus, Lumos and dotmailer – represented by Founder and President Tink Taylor. The event provided a platform for the over 50 attendees present to gain insights and give feedback on what works and what doesn’t when it comes to scaling your business with a customer-first mentality. That is, offering personalized experiences for your customers while still looking to develop cross-border ecommerce.

 

The seminar in Hong Kong included presentations from SmartOSC, Shopify Plus, Lumos and dotmailer

 

Tink Taylor kicked off the presentations, using this opportunity to educate brands on how to create human conversations at scale. It’s no longer effective to assume that all customers will respond to the same content, or that casting a wide net will generate the largest number of leads. To meet the rising expectations of consumers and their demands for a personalized experience, Tink said companies must begin incorporating the use of technology and data into their marketing to create “more natural, more human marketing.”

‘One size fits all’ marketing is becoming rightfully outdated, and although it’s still prevalent today, Tink explained that “times have changed. These one-size-fits-all adverts no longer work”. Consumers provide businesses with an enormous amount of data, but Tink explained that the exchange doesn’t stop there, as “consumers expect brands to speak to them about what they want and on their terms”.

Businesses need to be offering conversations across all channels, with the real value being drawn from “feeding the data from one channel into the others in combination”. This gives the consumer the power to choose how they are contacted and communicated with. Tink commented that if you do this correctly “it will be easy for you to have human conversations at scale”.

 

Tink Taylor, dotmailer Founder and President, addresses delegates in Hong Kong

 

Tink Taylor was followed by Jeff Chen from Lumos, Duong Bui from SmartOSC and Shopify Plus’ Leo Park.

I would like to thank all of those in attendance and dotmailer’s co-hosts; it was a brilliant event to be involved with and there’s no doubt that the information presented will help businesses in their quest to “Go Global. Think Local”.

The post Go global, think local: delivering human conversations at scale appeared first on The Marketing Automation Blog.

Reblogged 3 months ago from blog.dotmailer.com

The Guide to Local Sponsorship Marketing – The 2018 Edition

Posted by Claudia0428

For most Moz readers, local marketing means content, reviews, AdWords, local listings, and of course citations. If you’re a larger brand, you might be doing outdoor, radio, print, and television advertising as well. Today we’re here to humbly submit that local sponsorships remain the most-overlooked and opportunity-rich channel, and they build real local connections for both large brands and small business alike.

This article is the second edition of the ZipSprout team’s guide to local sponsorships. We wrote the first edition in 2016 after a few months of securing local sponsorship campaigns for a handful of clients. Since then, we’ve tripled our client roster and we’ve worked with more than 8,000 local organizations, donating nearly $1,000,000 in local sponsorships to 1,300+ opportunities. Since then we’ve also learned how to build campaigns for local presence.

So we knew the guide was due for a reboot.

One of our most significant learnings of the past two years is the understanding of local sponsorships as a channel in their own right. They can be directed toward local SEO or local marketing campaigns, but sponsorships are their own breed of local connection — and just like content campaigns, local PR campaigns, or review management, local sponsorships have their own set of conventions and best practices.

This article is meant for anyone with an eye toward local sponsorships as a marketing channel. Agencies and enterprise organizations may find it particularly helpful, but we’re big believers in encouraging smaller local businesses to engage in sponsorships too. Get out there and meet your neighbors!


The what & why of local sponsorships

Local events, nonprofits, and associations constitute a disjointed but very real network of opportunities. Unlike other channels, local sponsorships aren’t accessible from a single platform, but we’ve found that many sponsorships share similarities. This makes it possible to develop processes that work for campaigns in any metro area.

Local sponsorships are also a unique channel in that the benefits can range from the digital to the analog: from local links to a booth, from social posts to signage on a soccer field. The common thread is joining the community by partnering with local organizations, but the benefits themselves vary widely.

We’ve identified and track 24 unique benefits of sponsorships related to local marketing:

  1. Ad (full or partial)
  2. Advertising on event app
  3. Blog post featuring sponsor
  4. Booth, tent, or table at event
  5. Event named for sponsor
  6. Guest post on organization blog
  7. Inclusion in press release
  8. Link in email newsletter
  9. Link on website
  10. Logo on event t-shirt or other swag
  11. Logo on signage
  12. Logo or name on website
  13. Media spots (television/radio/newspaper)
  14. Mention in email newsletter
  15. Mention in publicity materials, such as programs & other printed materials
  16. Networking opportunity
  17. Physical thing (building, etc.) named for sponsor
  18. Social media mention
  19. Speaking opportunity at event
  20. Sponsor & sponsor’s employees receive discounts on services/products/events
  21. Sponsor can donate merchandise for goodie bags
  22. Sponsored post (on blog or online magazine)
  23. Tickets to event
  24. Verbal recognition

There are probably more, but in our experience most benefits fall into these core categories. That said, these benefits aren’t necessarily for everyone…

Who shouldn’t do local sponsorships?

1. Don’t do local sponsorships if you need fast turnaround.

Campaigns can take 1–3 months from launch until fulfillment. If you’re in a hurry to see a return, just increase your search ad budget.

2. Don’t do local sponsorships if you’re not okay with the branding component.

Local link building can certainly be measured, as can coupon usage, email addresses gathered for a drawing, etc… But measuring local brand lift still isn’t a perfect art form. Leave pure attribution to digital ads.

3. Don’t do local sponsorships with a “one size fits all” expectation.

The great thing about local events and opportunities is their diversity. While some components can be scaled, others require high touch outreach, more similar to a PR campaign.

Considerations for agencies vs brands in local sponsorship campaigns

Agencies, especially if they’re creating sponsorship campaigns for multiple clients, can cast a wide net and select from the best opportunities that return. Even if a potential partnership isn’t a good fit for a current client, they may work for a client down the road. Brands, on the other hand, need to be a little more goal and mission-focused during prospecting and outreach. If they’re reaching out to organizations that are clearly a bad fit, they’re wasting everyone’s time.

Brands also need to be more careful because they have a consumer-facing image to protect. As with any outreach campaign, there are dos and don’ts and best practices that all should follow (DO be respectful; DON’T over-email), but brands especially have more to lose from an outreach faux pas.


Our process

Outreach

Once we’ve identified local organizations in a given metro area, we recommend reaching out with an email to introduce ourselves and learn more about sponsorship opportunities. In two years, the ZipSprout team has A/B tested 100 different email templates.

With these initial emails, we’re trying to inform without confusing or scaring away potential new partners. Some templates have resulted in local organizations thinking we’re asking them for sponsorship money or that we want to charge them for a service. Oops! A/B tests have helped to find the best wording for clarity and, in turn, response rate.

Here are some of our learnings:

1. Mentioning location matters.

We reached out to almost 1,000 Chicago organizations in the spring of 2017. When we mentioned Chicago in the email, the response rate increased by 20%.

2. Emails sent to organizations who already had sponsorship info on their websites were most successful if the email acknowledged the onsite sponsorship info and asked for confirmation.

These are also our most successful outreach attempts, likely because these organizations are actively looking for sponsors (as signified by having sponsorship info on their site). Further, by demonstrating that we’ve been on their site, we’re signaling a higher level of intent.

3. Whether or not we included an outreacher phone number in email signatures had no effect on response rate.

If anything, response rates were higher for emails with no phone number in signature, at 41% compared with 40.2%.

4. Shorter is better when it comes to outreach emails.

Consider the following two emails:

EMAIL A


Hi [NAME],

I sent an email last week, but in case you missed it, I figured I’d follow up. 🙂

I work to help corporate clients find local sponsorships. We’re an agency that helps our business clients identify and sponsor local organizations like [ORG NAME]. We’re paid by businesses who are looking for local sponsorships.

Often, local organizations are overlooked, so my company, ZipSprout, works for businesses who want to sponsor locally, but aren’t sure who to partner with. To that end, I’d love to learn more about [ORG NAME] and see what sponsorship opportunities you have available. Is there a PDF or list of cost and benefits you can share over email or a phone call?


Thanks,

___

EMAIL B

Hi [NAME],

I sent an email last week, but in case you missed it, I figured I’d follow up. 🙂

I’d love to learn more about [ORG NAME] and see what sponsorships you have available. Is there a PDF or list of cost and benefits you can share over email or a phone call?


Thanks,

___

In an 800-email test, Email B performed 30% better than Email A.

Matchmaking: How can I choose a sponsorship opportunity that fits my brand?

There are many ways to evaluate potential sponsorships.

These are the questions that help us match organizations with clients:

  • Who is your brand targeting (women, senior citizens, family-friendly, dog owners, new parents)?
  • Do you want to tie your brand with a particular cause (eco-friendly, professional associations, awareness foundations, advocacy groups)?
  • Is your campaign based on location? Are you launching your brand in a particular city? A particular zip code?
  • What is your total budget and per-sponsorship range? A top max price or a price range is a useful parameter — and perhaps the most important.

Once the campaign goals are determined, we filter through opportunities based partially on their online presence. We look at Domain Authority, location, website aesthetics, and other sponsors (competitors and non-competitors) in addition to Reach Score (details below).

Further, we review backlinks, organic traffic, and referring domains. We make sure that this nonprofit partnership is not spammy or funky from an SEO perspective and that is a frequently visited website. A small organization may not have all the juicy digital metrics, but by gauging event attendance or measuring organic traffic we can further identify solid prospects that could have been missed otherwise.

We also look at social media presence; event attendance, event dates and how responsive these organizations or event organizers are. Responsiveness, we have learned, is a CRITICAL variable. It can be the determining point of your link going live in 48 hours or less, as opposed to 6+ months from payment.

Reach Score

From a numbers perspective, Domain Authority is a good way to appreciate the value of a website, but it doesn’t tell the whole story when it comes to local marketing. To help fill in the gaps we created Reach Score, which combines virtual measures (like Domain Authority) with social measures (friends/followers) and physical measures (event attendance). The score ranks entities based on their metro area, so we’re not comparing the reach of an organization in Louisville, KY to one in NYC.

As of March 2018, we have about 8,000 organizations with valid Reach Scores across four metro areas — Raleigh/Durham, Boston, Houston, and Chicago. The average Reach Score is 37 out of 100. Of the 34 types of organizations that we track, the most common is Event Venue/Company (average Reach Score of 38), followed by Advocacy Groups (43) and Sports Teams/Clubs/Leagues (22). The types of organizations with the highest Reach Scores are Local Government (64), Museums (63), and Parks and Recreation (55).

Thanks to Reach Score, we’ve found differences between organizations from city to city as well. In Raleigh-Durham, the entities with the highest reach tend to be government-related organizations, such as Chambers of Commerce and Parks & Rec Departments.

In Boston, the highest reach tends to fall to arts organizations, such as music ensembles, as well as professional associations. This score serves as a good reminder that each metro area has a unique community of local organizations. (Read more about our Reach Score findings here.)

Fulfillment

Our campaigns used to take several months to complete, from contract to final sponsorship. Now our average fulfillment rate is 18.7 days, regardless of our project size! Staying (politely) on top of the communication with the nonprofit organizations was the main driver for this improvement.

We find further that the first 48 hours from sending a notification of sponsorship on behalf of your brand are crucial to speedy campaigns. Be ready to award the sponsorship funds in a timely manner and follow up with a phone call or an email, checking in to see if these funds have been received.

It’s okay to ask when can you expect the sponsorship digital benefits to go live and how to streamline the process for any other deliverables needed to complete the sponsorship.

Applying these simple best practices, our team has been able to run a campaign in a week or less.

Two important concepts to remember about the sponsorship channel from the fulfillment perspective:

  1. It’s difficult to fulfill. If your city project involves any more than two or three sponsorships, you’re in for multiple hours of follow ups, reminders, phone calls, etc. There is the desire from most local organizations to honor their sponsors and keep them happy. That said, we’ve learned that keeping the momentum going serves as an important reminder for the nonprofit. This can involve phone call reminders and emails for links to go live and other benefits to come through. Again, be polite and respectful.
  2. It’s SO worth all the effort though! It shows that your brand cares. A sponsorship campaign is a fantastic way to get in front of your target audience in areas that have a special meaning at a personal level. And not in a broad general scope, but locally. Locally sponsoring a beach cleanup in Santa Monica gives you the opportunity to impact a highly localized audience with a very particular cause in mind that would ultimately affect their everyday life, as opposed to partnering with a huge foundation advocating for clean oceans.

Enhancing a local campaign

Some prefer to use local sponsorships as a link building effort, but there are ways — and ample benefit — to going far beyond the link.

Local event attendance

So, so many local sponsorship campaigns come with the opportunity for event attendance. We currently have 11,345 opportunities in our database (62.2% of our total inventory) that feature events: 5Ks, galas, performances, parades, and even a rubber ducky derby or two! If you’re able to send local team members, find opportunities that match your target audience and test it out — and bring your camera so your social and brand team will have material for publication. If local team members aren’t an option, consider working with a notable and ambitious startup such as Field Day, which can send locals out on behalf of your brand. We’ve spoken with them on several occasions and found them adaptable and wonderful to work with.

Coupons/invitations

One client, FunBrands, used local sponsorships as a way to reach out to locals ahead of stores’ grand re-openings (read the full case study here).

For another client, we created unique coupons for each local organization, using print and social media posts for distribution.

An example coupon — use codes to track attribution back to an event.


Conclusion: Local sponsorships are a channel

Sponsorships are an actionable strategy that contribute to your local rankings, while providing unprecedented opportunities for community engagement and neighborly branding. We hope that this updated guide will provide a strong operational overview along with realistic expectations — and even inspirations — for a local sponsorship campaign in your target cities.

Last but not least: As with all outreach campaigns, please remember to be human. Keep in mind that local engagements are the living extension of your brand in the real world. And if somehow this article wasn’t enough, we just finished up The Local Sponsorship Playbook. Every purchase comes with a 30-minute consultation with the author. We hope everyone chooses to get out, get local, and join the community in the channel that truly benefits everyone.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 3 months ago from tracking.feedpress.it

The 2018 Local SEO Forecast: 9 Predictions According to Mozzers

Posted by MiriamEllis

It’s February, and we’ve all dipped our toes into the shallow end of the 2018 pool. Today, let’s dive into the deeper waters of the year ahead, with local search marketing predictions from Moz’s Local SEO Subject Matter Expert, our Marketing Scientist, and our SEO & Content Architect. Miriam Ellis, Dr. Peter J. Myers, and Britney Muller weigh in on what your brand should prepare for in the coming months in local.


WOMM, core SEO knowledge, and advice for brands both large and small

Miriam Ellis, Moz Associate & Local SEO SME

LSAs will highlight the value of Google-independence

Word-of-mouth marketing (WOMM) and loyalty initiatives will become increasingly critical to service area business whose results are disrupted by Google’s Local Service Ads. SABs aren’t going to love having to “rent back” their customers from Google, so Google-independent lead channels will have enhanced value. That being said, the first small case study I’ve seen indicates that LSAs may be a winner over traditional Adwords in terms of cost and conversions.

Content will be the omni-channel answer

Content will grow in value, as it is the answer to everything coming our way: voice search, Google Posts, Google Questions & Answers, owner responses, and every stage of the sales funnel. Because of this, agencies which have formerly thought of themselves as strictly local SEO consultants will need to master the fundamentals of organic keyword research and link building, as well as structured data, to offer expert-level advice in the omni-channel environment. Increasingly, clients will need to become “the answer” to queries… and that answer will predominantly reside in content dev.

Retail may downsize but must remain physical

Retail is being turned on its head, with Amazon becoming the “everything store” and the triumphant return of old-school home delivery. Large brands failing to see profits in this new environment will increasingly downsize to the showroom scenario, significantly cutting costs, while also possibly growing sales as personally assisted consumers are dissuaded from store-and-cart abandonment, and upsold on tie-ins. Whether this will be an ultimate solution for shaky brands, I can’t say, but it matters to the local SEO industry because showrooms are, at least, physical locations and therefore eligible for all of the goodies of our traditional campaigns.

SMBs will hold the quality high card

For smaller local brands, emphasis on quality will be the most critical factor. Go for the customers who care about specific attributes (e.g. being truly local, made in the USA, handcrafted, luxury, green, superior value, etc.). Evaluating and perfecting every point of contact with the customer (from how phone calls are assisted, to how online local business data is managed, to who asks for and responds to reviews) matters tremendously. This past year, I’ve watched a taxi driver launch a delivery business on the side, grow to the point where he quit driving a cab, hire additional drivers, and rack up a profusion of 5-star, unbelievably positive reviews, all because his style of customer service is memorably awesome. Small local brands will have the nimbleness and hometown know-how to succeed when quality is what is being sold.


In-pack ads, in-SERP features, and direct-to-website traffic

Dr. Peter J. Meyers, Marketing Scientist at Moz

In-pack ads to increase

Google will get more aggressive about direct local advertising, and in-pack ads will expand. In 2018, I expect local pack ads will not only appear on more queries but will make the leap to desktop SERPs and possibly Google Home.

In-SERP features to grow

Targeted, local SERP features will also expand. Local Service Ads rolled out to more services and cities in 2017, and Google isn’t going to stop there. They’ve shown a clear willingness to create specialized content for both organic and local. For example, 2017 saw Google launch a custom travel portal and jobs portal on the “organic” side, and this trend is accelerating.

Direct-to-website traffic to decline

The push to keep local search traffic in Google properties (i.e. Maps) will continue. Over the past couple of years, we’ve seen local packs go from results that link directly to websites, to having a separate “Website” link to local sites being buried 1–2 layers deep. In some cases, local sites are being almost completely supplanted by local Knowledge Panels, some of which (hotels being a good example) have incredibly rich feature sets. Google wants to deliver local data directly on Google, and direct traffic to local sites from search will continue to decline.


Real-world data and the importance of Google

Britney Muller, SEO & Content Architect at Moz

Relevance drawn from the real world

Real-world data! Google will leverage device and credit card data to get more accurate information on things like foot traffic, current gas prices, repeat customers, length of visits, gender-neutral bathrooms, type of customers, etc. As the most accurate source of business information to date, why wouldn’t they?

Google as one-stop shop

SERPs and Maps (assisted by local business listings) will continue to grow as a one-stop-shop for local business information. Small business websites will still be important, but are more likely to serve as a data source as opposed to the only place to get their business information, in addition to more in-depth data like the above.


Google as friend or foe? Looking at these expert predictions, that’s a question local businesses of all sizes will need to continue to ask in 2018. Perhaps the best answer is “neither.” Google represents opportunity for brands that know how to play the game well. Companies that put the consumer first are likely to stand strong, no matter how the nuances of digital marketing shift, and education will remain the key to mastery in the year ahead.

What do you think? Any hunches about the year ahead? Let us know in the comments.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 5 months ago from tracking.feedpress.it

How to create content to support local SEO and rock the rankings

Are you looking for ways to increase your organic visibility and rankings in local search results?  Contributor Kristopher Jones shares how to shine in local search results using locally focused content.

The post How to create content to support local SEO and rock the rankings appeared first on…

Please visit Search Engine Land for the full article.

Reblogged 5 months ago from feeds.searchengineland.com

Free Local SEO Tools That Belong in Your Kit

Posted by MiriamEllis

What a lot can change in just a few years! When I wrote the original version of this post in January 2014, the local SEO industry didn’t have quite the wealth of paid tools that now exists, and many of the freebies on my previous list have been sunsetted. Definitely time for a complete refresh of the most useful free tools, widgets, and resources I know of to make marketing local businesses easier and better.

While all of the tools below are free, note that some will require you to sign up for access. Others are limited, no-cost, or trial versions that let you get a good sense of what they provide, enabling you to consider whether it might be worth it to buy into paid access. One thing you may notice: my new list of local SEO tools offers increased support for organic SEO tasks, reflective of our industry’s growing understanding of how closely linked organic and local SEO have become.

Now, let’s open this toolkit and get 2018 off to a great start!


For Research

US Census Bureau Tool Set

Looking to better understand a target community for marketing purposes? You’ll find 20+ useful resources from the US Census Bureau, including population statistics, economic data, mapping and geocoding widgets, income and language information, and much more.

Client Onboarding Questionnaire & Phone Script

Onboarding a new client? Reduce repetitious follow-ups by asking all of the right questions the first time around with this thorough questionnaire and easy-to-follow phone call script from Moz. Includes helpful tips for why you are asking each question. As local SEO veterans will tell you, a missed question can lead to unhappy (and costly) surprises down the marketing road. Be sure you have the total picture of an incoming client in clear view before you begin strategizing.

Location Information Spreadsheet

Vital when marketing multi-location businesses, this free Moz spreadsheet will ensure that you’ve got all the info at your fingertips about each locale of a company.

*Pro tip: When working with large enterprises, be certain that the data you’re inputting in this spreadsheet has been approved by all relevant departments. It’s really no fun to find out six months into a marketing campaign that there’s internal disagreement about company NAP or other features.

Local Competitive Audit Spreadsheet

Now we’re really getting down to brass tacks. When you need to look for answers to the perennial client question, “Why is that guy outranking me?”, this free Moz spreadsheet will help you document key competitive data. The end result of filling out the sheet will be two columns of stats you can compare and contrast in your quest to discover competitors’ ranking strengths and weaknesses. Need more guidance? Read my blog post in which I put this audit spreadsheet into action for two San Francisco Bay Area Chinese restaurants.

Manual GeoLocation Chrome Extension

Watch Darren Shaw demo using this tool to show how a local pack changes when a user virtually crosses a street and you’ll quickly understand how useful this Chrome extension will be in approximating the impacts of user-to-business proximity. Works well on desktop devices.

Our industry still hasn’t fully recovered from Google removing the Local Search filter from its engine in 2015, and I still live in hope that they will bring it back one day, but in the meantime, this extension gives us a good sense of how searcher location affects search results. In fact, it may even be a superior solution.

The MozBar SEO Toolbar

Local businesses in competitive markets must master traditional SEO, and the free MozBar provides a wonderful introduction to the metrics you need to look at in analyzing the organic strengths and weaknesses of clients and competitors. On-page elements, link metrics, markup, HTTP status, optimization opportunities — get the data you need at a glance with the MozBar.

Google Advanced Search Operators

Not a tool, per se, but the best tutorial I have ever seen on using Google advanced search operators to deepen your research. Dr. Pete breaks this down into 67 steps that will enable you to use these search refinements for content and title research, checking for plagiarism, technical SEO audits, and competitive intelligence. Be totally wizardly and impress your clients and teammates, simply by knowing how to format searches in smart ways.

Google Search Console

Apologies if it already seems like a no-brainer to you that you should be signed up for Google’s console that gives you analytics, alerts you to serious errors, and so much more, but local SEO is just now crossing the threshold of understanding how deeply connected it is to organic search. When playing in Google’s backyard, GSC is a must-have for businesses of every type.

BrightLocal’s Search Results Checker

This popular tool does an excellent job of replicating local search results at a city or zip code level. In some cases, it’s best to search by city (for example, when there are multiple towns covered by a single zip code), but other times, it’s better search by zip code (as in the case of a large city with multiple zip codes). The tool doesn’t have the capability to recreate user-level results, so always remember that the proximity of a given user to a business may create quite different results than what you’ll see searching at a city or zip code level. I consider this a great tool to suss out the lay of the land in a community, identifying top competitors.

Offline Conversion Tracker Form

Give this handy Whitespark form to anyone who answers your phone so that they can document the answer to the important question, “How did you hear about us?” Submitted information is saved to Whitespark’s database and tracked in Google Analytics for your future reference and analysis. For local businesses, knowledge of offline factors can be priceless. This form provides a simple point of entry into amassing real-world data.


For Content

Answer the Public

One of the best-loved keyword research tools in the digital marketing world, Answer the Public lets you enter a keyword phrase and generate a large number of questions/topics related to your search. One of the most awesome facets of this tool is that it has a .CSV download feature — perfect for instantly generating large lists of keywords that you can input into something like Moz Keyword Explorer to begin the sorting process that turns up the most powerful keywords for your content dev and on-page optimization.

Buzzsumo

Another great content inspiration tool, Buzzsumo shows you lets you enter a keyword, topic or domain name, and then shows you which pieces are getting the most social shares. For example, a search for wholefoodsmarket.com shows that a highly shared piece of content at the time of my search is about an asparagus and broccoli soup. You can also sort by content type (articles, videos, infographics, etc.). Use of Buzzsumo can help you generate topics that might be popular if covered on your website.

OSHA Standard Industrial Classification (SIC) System Search

Another interesting resource for brainstorming a wide pool of potential keywords for content dev consideration, OSHA’s SIC search returns big, comprehensive lists. Just look up your industry’s SIC code, and then enter it along with a keyword/category to get your list.

USPS Look Up a ZIP Code Widget

Working with service area businesses (SABs)? Note the second tab in the menu of this widget: Cities by zip code. When you know the zip code of a business you’re marketing you can enter it into this simple tool to get a list of every city in that zip. Now, let’s not take a wrong step here: don’t publish large blocks of zips or city names on any website, but do use this widget to be sure you know of all the communities for which an SAB might strategize content, link building, brand building, real-world relationship building, social media marketing, and PPC.


Schema/JSON-LD Generators

Rather than list a single tool here, I’m going to take the advice of my friend, schema expert David Deering, who has taught me that no one tool is perfect. In David’s opinion, there isn’t currently a schema/JSON-LD generator that does it all, which is why he continues to build this type of markup manually. That being said, if you’re new to Schema, these generators will get you started:


For Citations

Moz Check Listing

I can say without bias that I know of no free tool that does a better job of giving you a lightning-fast overview of the health of a local business’ listings. On the phone with a new prospect? Just plug in the name and zip and see how complete and accurate the company’s citations are on the sources that matter most, including the major local business data aggregators (Acxiom, Factual, Infogroup, Localeze) plus key platforms like Google My Business, Facebook, Yelp, YP, and more.

Literally at a glance, you can tell if inconsistencies and duplicate listings are holding a business back. It can also be used for competitive analysis, defining whether a clean or messy citation set is impacting competitors. The value of the free Check Listing tool becomes most fully realized by signing up for the paid Moz Local product, which automates aggregator-level listing management even at an enterprise level with hundreds or thousands of listings, and offers options for review monitoring, ranking analysis, and more.

Whitespark’s Local Citation Finder (free version)

The free version of this cool tool from our friends at Whitespark will give you a sense of how the paid version can help you discover additional places, beyond the basics, where you might want to get listed. It also analyzes your competitors’ citations.


For Reviews

The Hoth’s Online Business Review Checker Tool

You’ll have to sign up, but this free tool gives you an overview report of a local business’ reviews on a variety of platforms. This is a smart thing to do for every incoming client, to gauge reputation strengths and weaknesses. The state of a company’s reviews indicates whether it has an offline problem that needs to be corrected at a real-world structural level, or if its core challenge is a lack of strategy for simply earning a competitive number of positive reviews.

Free Review Monitoring

Need to know when a new review comes in on a major or industry-specific review site? Signing up for this free tool will send you email alerts so that you can respond quickly. Watch the little video and pay attention to its statement that the majority of unhappy customers will consider visiting a business again if it quickly resolves a complaint. Good to know!

Review Handout Generator

Another freebie from Whitespark in partnership with Phil Rozek, this very simple resource lets you enter some business info and generate a printable handout your public-facing staff can give to customers. Active review management has become a must in even moderately competitive geo-industries. How nice to have a physical asset to offer your customers to get more of those reviews rolling in!

Google Review Link Generator

Google’s local product has gone through so many iterations that finding a link to point consumers to when requesting a GMB review has been foolishly difficult at times. Whitespark helps out again, at least for brick-and-mortar businesses, with this easy widget that lets you enter your business info and generate a shareable link. Unfortunately, SABs or home-based businesses with hidden addresses can’t use this tool, but for other business models, this widget works really well.


For social

Notify

Whenever your business gets mentioned on Facebook, YouTube, Twitter, Linkedin, Reddit, and a variety of other platforms, Notify uses Slack or HipChat to send you an alert. By being aware of important conversations taking place about your brand, and participating in them, your business can achieve an excellent status of responsiveness. Social media has become part of the customer service environment, so a tool like this comes in very handy.

Followerwonk

A free trial is available for this app which acts as serious analytics for Twitter. If Twitter is a favorite platform in your industry, definitely give this resource a spin. Understand the characteristics of your followers, find and connect with influencers, and use data to improve your outreach.

Character Count Online

I use this ultra-basic tool all of the time for three specific tasks. Some social platforms either have character limits and don’t always have counters, or (like Google Posts) truncate your social messaging so that only a limited snippet appear at the highest interface. Just plug in your text and see the character count.

And, of course, you’ll want a character counter to be sure your on-page title tags and meta descriptions read right in the SERPs.

My third use for this counter relates to content marketing. Most publications have character count parameters for the pieces they will accept. Here on the Moz Blog, we’re not into length limits, because we believe thorough coverage is the right coverage of important topics. But, when I’m invited to blog elsewhere, I have to rein myself in and be sure I haven’t galloped past that 800-character limit. If you’ve found that to be a problem, too, a character counter can keep you on-track as you write. Whoa, horsie!


So, what did I miss?

If you’re saying to yourself right now, “I can’t believe this totally awesome free local SEO tool I use every week isn’t included,” please share it with our community in the comments. One thing I know I’d love to find a free solution for would be a tool that does review sentiment analysis. Paid solutions exist for this, but I’ve yet to encounter a freebie.

My criteria for a great tool is that it makes work better, stronger, faster… or is that the intro to The Six Million Dollar Man? Well, Steve Austin had some amazing capabilities (and a cool 70s jogging suit, to boot!), and I’m hoping you’ll feel kitted up for success, too, with this list of free tools in the year ahead.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 6 months ago from moz.com

Troubleshooting Local Ranking Failures [Updated for 2018]

Posted by MiriamEllis

I love a mystery… especially a local search ranking mystery I can solve for someone.

Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.

Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.

Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.

Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.

And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!


☑ Google updates/bugs

The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.

For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.

*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.

☑ Eligibility to list and rank

When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:

  1. Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
  2. Does the business make face-to-face contact with its customers?
  3. What city is the business in?
  4. What is the exact keyword phrase they are hoping to rank for?

If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.

For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for “plumber Dallas TX.” If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.

☑ Guideline spam

To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:

  • Keyword stuffing the business name field
  • Improper wording of the business name field
  • Creating listings for ineligible locations, departments, or people
  • Category spam
  • Incorrect phone number implementation
  • Incorrect website URL implementation
  • Review guideline violations

If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!

☑ Suspensions

There are two key things to look for here when a local business owner comes to you with a ranking woe:

  1. If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
  2. If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.

☑ Duplicates

Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.

The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:

  1. If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
  2. If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:

☑ Missing/inaccurate listings

While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?

  1. Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
  2. While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
  3. Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.

☑ Lack of organic authority

Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:

  1. Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
  2. Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
  3. Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
  4. Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.

Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.

One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.

☑ Possum effect

Where local rankings are absent, always ask:

“Are there any other businesses in your building or even on your street that share your Google category?”

If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.

Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.

If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.

☑ Local Service Ads effect

The question you ask here is:

“Is yours a service-area business?”

And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.

Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:

Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.

Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it… by qualifying for the program.

☑ GMB neglect

Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:

  • Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
  • Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
  • Category choices – Wrong categories make right rankings impossible.
  • Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
  • Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
  • Hours of operation – If they’re blank or incorrect, conversions are being missed.
  • Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
  • Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
  • Google Posts – Early-days testing indicates that regular posting may impact rank.
  • Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.

There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.


Closing the case

The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 6 months ago from tracking.feedpress.it

Search Engine Land’s Community Corner: Local SEO survey results, a new book on influencer marketing & SEO Christmas jumpers

As we head into the slow holiday stretch, the news likewise takes a breather. Of course Google did surprise the search community this week by confirming some algo updates, starting a new webmaster video series, and moving Eric Schmidt into a non-Executive Chairman of the Board position. Elsewhere…

Please visit Search Engine Land for the full article.

Reblogged 7 months ago from feeds.searchengineland.com