This April’s BrightonSEO was an incredible few days. Held in BrightLocal’s HQ hometown of Brighton, this search conference has grown year after year, becoming one of the most popular events to go to for all search marketers. This time around, though, we wanted to do something a little different. So we hosted a stand in the exhibition area, complete with awesome swag to give away, a stand design that represented Brighton and our diverse local SEO community, and a game (Pin It to Win It) to play for the chance to win £5,000 to split between the winner and a charity of their choice). Thank you to everyone who came to see us, and a huge well done to everyone who played Pin It to Win It and took home a piece of BrightLocal swag. We hope you enjoyed it as much as we did! We created a short video to show you our experience at BrightonSEO, so even if you missed it, you’ll get a taste of what the BrightLocal team got up to! So Many Talks, So Little Time…As always, BrightonSEO was full of SEO experts delivering talks on a variety of topics. Between us, we went to a number of inspiring talks and came out of the event having learned something new and practical to input into our daily marketing activity. Here are some of our favorite talks, why we loved them, and why we think you will, too.
Mike Hawkes Senior Content Marketing Manager, BrightLocal
Cut the CRAPtions: How *real* captions can take your videos to the next levelAhmed Khalifa, Digital Experience Manager and Owner, Hear Me Out! [CC] (@IamAhmedKhalifa) Talking with real passion and humor, Ahmed used real-world examples to highlight just how bad closed captions on videos can be. With 40% of Netflix users using closed captions by choice, he emphasized just how important accuracy is. You wouldn’t leave a spelling mistake or factual error in your social media posts, or on your blog, so why aren’t you correcting the errors that have been generated in your captions? If you’re not careful, you could be alienating your brand or even providing completely false information. Not only that but when brands invest the proper time into their closed captions, they can make them truly impactful. This gives everyone a better experience of interacting with your brand and content. Check out Ahmed’s slides to learn more. How to turn an unloved corporate YouTube channel into a traffic generation machinePhil Nottingham, Video Strategist (@PhilNottingham) Phil talked everyone through some home truths about their forgettable and forlorn YouTube channels. What really hit home is the lack of time people put into their video content. Not only that but how they lump everything they create into one channel, no matter who they are targeting. He covered using Google’s EEAT but made it more relevant for YouTube as EEAATT; Expertise, Authority, Aesthetics, Trustworthiness, and Thumbnail. What a lot of it boils down to though, is not being afraid to make additional channels attached to your business that each target a specific area of your audience. Then, when you create that targeted content, do it in a way that really adds value. His presentation used specific examples that showcased how businesses could do this and is well worth checking out.
Jamie Pitman Head of Content, BrightLocal
Where does equality fit in your marketing strategy?Andi Jarvis, Founder, Eximo Marketing, (@AndiJarvis) Andi’s talk on equality in marketing strategy was equal parts inspiring, eye-opening and entertaining. If you’re looking for ways to get buy-in from senior leadership to invest in more diverse thinking for your organisation, this is the talk for you. Starting by reminding the agency staff in the audience that they’re all “weirdos” by pointing out that they’re often nothing like their target audience yet often think they are, Andi proceeded to prove that we all need to stop making assumptions about our markets and instead do some actual g*ddamn research. Using stories from his time working in the whisky sector, Andi was able to show us all what the landscape of equality looks like, where marketers make dangerous assumptions, and most importantly, how we can go about proving the importance of equality and diversity in our marketing strategies. You can download Andi’s slides here
Jenny Bernarde Social and Community Manager, BrightLocal
Opportunity is knocking: How to identify growth and expansion opportunities with local SEO dataAmanda Jordan, Director of Digital Strategy, RicketyRoo (@amandatjordan) Amanda’s talk was full of actionable advice. For anyone looking to expand their, or their client’s local business, there are a number of things to look out for and consider whilst making a business case for expansion. Amanda drew out a solid process for local SEOs to run through; from finding the right market to narrowing down location opportunities, and winning over your client. She shares the dos and don’ts for filtering locations, ways to identify opportunities for growth, and what to consider with competitors. Google’s local knowledge panel – the CMS you never knew you hadClaire Carlile, Local Search Expert, BrightLocal (@clairecarlile) Have you considered just how powerful Google’s local knowledge panel is? Claire Carlile looked at the different ways the local knowledge panel shares information about your business with your customer, and how to ‘log in’ to make crucial ‘edits’ when Google decides to share the wrong info. Depending on your business category, Google pulls in data and information about your business from multiple sources. In her talk, Claire takes you through her experience with attempting to influence the local knowledge panel. Starting with the New Merchant Experience (NMX), working closely with Google’s support team, and finally using knowledge around schema to update information, Claire’s journey proves a fascinating inside into something we quite often look past! Want to learn more? View Claire’s slides here
Sammy Paget Content Marketing Manager, BrightLocal When links aren’t enough – showing the value of link acquisition beyond coverage and linksIsa Lavahun, Freelance Digital Strategist, Digital PR Services (@IsaLavs_) As someone who has a lot to learn about digital PR and link building, I really liked the way Isa broke down the different ways you can present results and relevant metrics to different stakeholders. Isa also reinforced the importance of setting campaign objectives, which may sound obvious, but in the digital world, we can get very caught up with chasing links! There were some great tips for building an outreach list, and the talk highlighted the importance of aiming for a variety of Authority, Diversity, Quality, and Relevance—essentially, yes you want to aim for authoritative and relevant links, but you should also be putting efforts into diversifying and tapping into potential new audiences.
Brighton SEO Apr23 – Showing The Value of Digital PR beyond coverage and links IL.pptx from Isa Lavs
Abigail Leow Content & Marketing Executive, BrightLocal
Neuroscience of SearchGiulia Panozzo, neuroscientive, (@SequinsNsearch) In her talk, Giulia used her fascinating background in neuroscience to bring a new perspective to SEO. Diving into some of the core principles of human psychology, Giulia described the science behind our brain’s processing mechanisms to remind marketers who it is that they’re optimizing for: the users. Emphasizing the importance of heuristics in decision-making, social proof, and the role of emotions, Giulia led the audience through some of the key psychological principles to keep in mind when optimizing your business’s site. A passionate and knowledgeable speaker, Giulia’s talk presented a fascinating side of SEO in an approachable, digestible way, offering a glimpse into one of the key factors marketers should—but often forget to—consider when optimizing. All in all, we had a blast at BrightonSEO. We’ll be back in September with another awesome stand, and can’t wait to see you all there! via BrightLocal https://ift.tt/R0BLelF Check out more SEO posts onhttps://seouk41.blogspot.com/
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Imagine you’re a dog owner and you’re out of treats. You check the pet store’s business listing on Yelp, which says it’s open. You drive across town for treats, but find that the pet store is CLOSED. Now imagine you’re the pet store owner. You just made a dog sad. What’s more, you made a pet owner angry. They just wrote you a 1* review on Google and maybe you’ve lost their ongoing custom. In BrightLocal’s Business Listings Trust Report, we found that finding incorrect information on a business listing would stop 63% of consumers from using that business. That’s a lot of potential customers lost just because a business didn’t update its business listing profile. From this example alone, you can see the importance of having business listings that are correct and up-to-date at all times. Our new BrightLocal Academy course--How to Clean Up and Manage Business Local Listings—will teach you all you need to know about keeping your local listings up to date and accurate. We’ve created this course in collaboration with Local SEO Specialist, Claire Carlile. During the six lesson videos, she covers:
You’ll also gain access to a workbook that you can use to help you keep track of your local business listings, plus much more! Here’s Claire with an overview of the course: Who is this course for?This course has been created for agency SEOs who work with local businesses and want to feel more confident cleaning up and managing local business listings. It’s also a great fit for small business owners looking to establish and execute their own business listing process. How can I join?Whether you’re a BrightLocal customer or not, you can get access to this course. You can also be among the first to find out when new courses drop by enrolling for free. Here’s how: If you’re a BrightLocal customer, you can access the academy via your BrightLocal account. Simply log in, click ‘Learning Resources’ at the top of the screen, and select ‘BrightLocal Academy’ from the dropdown menu. You’ll need to create a free BrightLocal Academy account before you can enroll in the ‘How to Clean Up and Manage Local Business Listings’ course. If you’re not a BrightLocal customer, you can join BrightLocal Academy for free and follow the same steps above to enroll in the course. Want to know more about BrightLocal Academy?Check out the official BrightLocal Academy FAQs here: What is BrightLocal Academy, how does it work, and how can I enroll? What courses does BrightLocal Academy offer and how long do they take? If you have any questions of your own, feel free to get in touch with us or leave a comment below. We hope you find this fresh new course useful, and can’t wait to hear how it’s helped you improve your local SEO skills. via BrightLocal https://ift.tt/jcohkXl Check out more SEO posts onhttps://seouk41.blogspot.com/ Google may claim the lion’s share of search traffic, but it’s not the only search engine in existence. Several other search engines can also claim to handle billions of searches each month. Knowing what those other engines are, who their users are, and how you can maintain a strong search presence could lead to more traffic, more inquiries, and more sales. A good search marketer who specializes in local SEO won’t simply put all their eggs in one basket. It’s called ‘Search Engine’ Optimization rather than Google Search Optimization for a reason. What Do We Mean by an Alternative Search Engine?Quite simply, an alternative search engine is one that isn’t Google. There are around 160 search engines in existence today. Of course, you probably won’t be developing a local SEO strategy for every search engine in the world, but several alternative engines are well worth a second look. The most obvious example of an alternative search engine to Google, is Bing. Out of all of the other search engines, it should be the next in line for your attention. And it’s become even more important with recent developments. Since the launch of ChatGPT, Bing has surged in popularity and now welcomes more than 100 million daily active users. Although that may be small compared to Google’s market share, consider what an enormous difference even a tiny percentage of that traffic would make to your local business. Other mainstream examples include Yahoo! (yup, it’s coming back), Baidu, Yandex, and DuckDuckGo. Alternatives you may not be familiar with include You, Naver, Yep, Startpage, and Brave. Why These Google Alternatives MatterThere are several reasons why it’s advisable to incorporate alternative search engines into your marketing strategy. They Have Unique User TypesDifferent search engines have different types of users. Understanding those user types and aligning your local SEO activity to their needs is essential. Understanding where your users are searching, and how, offers you the chance to grow your presence in the right places. As an example, Bing is becoming more popular with users who want a cutting-edge search experience thanks to its AI innovations. As a result, if you provide tech-led products or services, you’ll naturally want to boost your Bing search visibility so you appear more prominently to those users. Similarly, SwissCows is a G-rated search engine. It omits results that may cause offense or be unsuitable for some audiences, including adult content. If you’re a family-friendly local business, targeting enhanced search visibility on SwissCows could result in more high-quality traffic to your website. Trust and Privacy ConsiderationsA growing number of Internet users are jumping ship from Google to other engines because of trust issues and privacy considerations. For those who don’t want their search history to be tracked or stored, several engines are built specifically to offer users anonymity. Geographical and Demographic PreferencesGoogle isn’t the number one search engine for all countries and demographics. In China, for example, Baidu is the most popular engine. So if your local business is targeting a Chinese demographic in your local area or wishes to sell to Chinese consumers in China, you’ll need to have a strong search presence on Baidu to be in the running. Likewise, Yandex is the most visited search engine in Russia, with Google second and Ya.Ru third. If reaching Russian consumers is a priority, you must ensure a solid organic presence on those two engines. Too Many Eggs in One BasketRelying too heavily on only one search engine for website traffic makes little sense when other engines also handle billions of monthly search queries. If you only focus on Google, you could be placing all your eggs in one risky basket. Should your site suddenly fall foul of a new Google algorithm, your rankings would plummet. This could mean a total loss of search traffic if you focused only on Google rather than building organic visibility on other engines such as Bing. The same can be said of almost any marketing tactic. Over-reliance on one tactic makes for weak foundations. Do I Need to Invest Lots of Time in These Search Engines?If you’re concerned that optimizing your search presence for alternatives to Google could be too time-consuming, don’t be. You don’t need to invest lots of time to achieve results, as there will be a lot of overlap in the tactics and algorithms between options such as Bing, Yahoo!, and others. That said, be mindful that specific engines will have their particular quirks. Especially for local. For example, you’ll need to claim your Bing Places for Business listing, even if you already have your Google Business Profile optimized. Likewise, understanding how to claim your Apple Maps listing will ensure you can compete for Apple search traffic. On Baidu, you’ll need to obtain verification. The good news is that many of the best practice tactics you’re already using to rank well on Google will aid your rankings elsewhere. Things like unique page titles, good quality content, reviews, and a non-spammy link profile are pretty much universal, regardless of which search alternative you’re focusing on. Read more: How to Improve Local Rankings Alternative Search Engines to Google You Should Consider, and Tips for Local BusinessesBing
Local search on Bing looks and operates similarly to the Google local pack but there are a few notable differences in ranking factors. Results are displayed on a map, with features such as images, star ratings, and opening times. Local Search Tips for Bing
With Bing starting to implement ChatGPT for AI-powered search, you need to be aware of how that works too. We’re still in the early days of AI search, however, with changes coming almost weekly. This means that, right now, trying to make a deliberate play for something in Bing’s AI search is difficult. As it stands you currently have to use Microsoft Edge to access their AI features. Yahoo!
Yahoo! exited the search landscape a few years ago and has been powered by Bing since 2018. That all looks set to change as it has been teasing a big return in recent months. A reactivated Yahoo Twitter account hints that the engine is working on a new search product behind the scenes. It’s also been actively recruiting so stay tuned for a new Yahoo engine in the future. Local Search Tips for Yahoo!Yahoo! search is currently powered by Bing so just follow the tips above for now. If and when Yahoo! brings back its own search engine, we’ll let you know. YandexRussian search engine Yandex has the fourth largest market share globally, behind Google, Bing, and Yahoo. However, a large chunk of those users is based in Russia. While it’s also very popular in Eastern Europe, it’s not an engine to necessarily dedicate huge amounts of time to if you’re a local business in somewhere like the United States. Its local search function is also map-based. One of the major differences with local optimization for Yandex is that you can tell the search engine which geographic region you’re targeting via its webmaster tools interface. Yandex strongly emphasizes geotargeting, and its search results are split between geo-independent (location doesn’t matter) and geo-dependent (location is important). What’s more, a ‘leak’ in January 2023 revealed a full 1922 ranking factors, which gave SEOs an unprecedented look beneath the hood of one of the major search engines. Local Search Tips for Yandex
Baidu
Baidu is unequivocally the number one search engine in China. It handles more than three billion searches daily but differs significantly from Google on local ranking factors. You’ll need to pay a fee to improve your domain ranking. You’ll also need to avoid sharing any content on your site that could be considered to be anti-government sentiment or adult themed, as that would result in your domain being blocked from search results. Local Search Tips for Baidu
Other Search Engines to ConsiderDuckDuckGo
DuckDuckGo was one of the original pioneers of private search. It promises no tracking and is popular with more tech-inclined search users. It crawls over 500 sources to return search results that closely match the search intent, so the standard rules of optimization apply. One important thing to note: because DuckDuckGo doesn’t collect data about its users, it doesn’t know where a search user is searching from. You’ll therefore need to add clear location markers to your website. This includes having your full business address and contact information present, plus using locally related keywords in your page titles, meta descriptions, and website content. Swisscows
Swisscows is another search engine allowing users to search anonymously. It doesn’t use cookies or tracking technology or record search history. One thing that sets Swisscows apart is its position as a family-friendly engine. It won’t return any offensive or potentially objectionable content, such as pornography or gambling, in search results, so it’s safe for the whole family to use. Swisscows uses Bing to serve search results, so you’ll need to rank well in Bing local search for Swisscows visibility. StartpageStartpage is another privacy-forward search engine that doesn’t track search users. Instead, consumers looking for local businesses and services must specify a location with their search term, for example, “coffee shop near Bourbon Street, New Orleans”. The standard local SEO rules for Google local search optimization apply. GibiruLaunched in 2009, Gibiru doesn’t use cookies, log IP addresses, or record searches. As a privacy-first engine, it doesn’t share its ranking factors. But, having a similar mind for visitor security will likely help. It’s advisable to activate HTTPS, use secure encryption for form processing and payment process, and follow Google best practices. Naver
Naver is South Korea’s search engine of choice and that’s because it’s highly focused on South Korea. Its search results are localized because Naver spiders don’t crawl the whole of the Internet. If South Korea is a key market for your local business, you’ll need to create a strong pool of unique content, written in Korean. Your site should also be very mobile-friendly, easy to navigate, and load quickly. Ask
Previously known as Ask Jeeves, the Ask algorithm works a little differently from other search engines. Intended to be the engine users visit when they need a question answered, Ask prioritizes expertise in its search results. Local listings aren’t presented on a map, they’re simply included in the main search results. In addition to the standard SEO tactics of using localized keywords on the site and growing your link profile, sharing knowledgeable, useful content can help to boost search visibility. Dogpile
Growing your local business presence on Dogpile depends on your rankings elsewhere. Dogpile pulls the top results from other search engines to create its own search results. That means you’ll naturally gain good visibility on Dogpile if you rank well on alternative search engines such as Bing and Yahoo. Diversify Your OptionsAs you can see from this list, there are plenty of other search engines for potential clients to discover your business through. The good news is that you don’t need to worry too much about lots of fiddly optimization that’s unique to each one. We’d definitely recommend spending some time making yourself familiar with other search engines to Google though, because you could be missing out on customers you were previously ignoring. via BrightLocal https://ift.tt/UokxRY2 Check out more SEO posts onhttps://seouk41.blogspot.com/ Active Sync is here, and with it, the local listings management game has changed for good. We’re thrilled to announce the full launch of Active Sync and unveil the first-of-its-kind hybrid listings management solution. Watch the launch videoThis is a significant moment for us, and our customers, and we’ve had an interesting journey to get here. Before we dive into what Active Sync is and how it can help you manage listings more effectively, let’s start by taking a look at the local listings landscape. Shift HappensOver the past decade, the local listing landscape has undergone a significant transformation. Previously, consumers used hundreds of sites to discover local businesses. But now, just a few major players dominate consumer engagement. Our research shows that Google, Bing, Apple, and Facebook account for 92% of online engagement with local businesses. That’s quite a seismic shift. All that seismic activity meant the local listings landscape split into two distinct layers. We have dubbed them the Engagement Layer and the Authority Layer. A New Listings LandscapeThe Engagement Layer is made up of Google, Bing, Apple, Facebook, and the places these publishers push their data. They’re your primary digital storefronts where customers discover, evaluate, and engage with your brand. The Authority Layer comprises hundreds of listing sites that still exist on the web today, including Manta, Merchant Circle, Hotfrog, and Superpages, among others. While customers rarely visit these sites directly, they still help you build authority and trust with search engines.
But there’s a problem: the technology designed to help marketers manage their local listings treats both layers identically. Traditional API Solutions Got Stuck in the PastTraditional API solutions offer the dream of managing your data on every imaginable site from one place. But it’s just that, a dream. They often come with a one-size-fits-all network, charge huge fees, and force you to “rent” your listings. Not only do you struggle to get ROI, but you also risk listings reverting back to inaccurate data if you leave. They can be an expensive trap that’s tricky to escape. Citation Builder, our manual submission service, has been a successful alternative for many businesses, offering a broader network of sites in different niches, control over site selection, and no recurring fees – all at a fraction of the cost. Last year alone, our team handled over 1.4 million site submissions for over 72,000 locations. Still, we understood the appeal of API solutions, with the speed and protection they offer. Making updates is quick and easy. And they’re the first line of defense against external edits. As the local listings landscape changed, we realized that the technology needed to change too. That’s why we’re excited to announce the launch of Active Sync, our very own API solution that’s purely focused on the sites that actually matter to consumers. And the best part? It’s designed to work in combination with Citation Builder. You get the speed and control of an API solution, with the reach and flexibility of a manual submission service, at a fraction of the cost of traditional API solutions. How unbeatable? Consider this: if you’re a marketer working for a 10-location business and you go with Yext, Synup, or Moz, you could end up spending anywhere from $2,000 to $5,000 per year. With BrightLocal, you’ll likely pay just $1,800 in the first year (which covers a Citation Builder campaign) and as little as $800 each year after that. Over the course of five years, you could save anywhere from $5,000 to $20,000 – that’s up to 75% saved. See how much you could saveUse our calculator how much you could save by switching to BrightLocal. via BrightLocal https://ift.tt/WJVEdZb Check out more SEO posts onhttps://seouk41.blogspot.com/ Hi there, everyone! Ben Fisher here again, and welcome to the fifth installment of our Local Search at Scale series. This series is aimed at large enterprises and franchises, and seeks to help them handle the ever-evolving world of local SEO. Here’s a quick recap of what we’ve covered so far: The first installment--How to Best Tackle Local SEO as a Large Enterprise or Franchise Business--was an overview of the topic at large and included the top five problems enterprises/franchises often face when trying to boost their local SEO efforts and the top five tips for how they can improve them. The second installment--How to Understand Where Enterprise Marketing Budgets Are Most Impactful in Local SEO--was a deep dive into why large organizations always seem to have such a hard time understanding why investing in local SEO efforts is so important. The third installment--How to Solve the Problem of Communication When Working with Enterprise Brands--took a look at why communication at large enterprises presents such a unique challenge to these big organizations and provided tips on how to overcome it. The fourth installment--How to Deal With Having Too Many Decision Makers in an Enterprise or Franchise Business--examined the problem that many enterprises face of having “too many cooks in the kitchen” and how best to streamline communication and meetings to get the job done. Next, I’m going to take a look at problems that may arise when deciding who is actually going to accomplish each individual task that must get done during a local SEO campaign. Establish Clear-cut Goals from Day OneEstablishing clear-cut goals from the beginning is crucial, as it helps create a sense of direction and purpose. It’s important to involve relevant stakeholders in the goal-setting process to ensure buy-in and commitment from everyone. This collaborative approach will ensure that the entire team is on the same page and has a shared vision of success. When setting goals, use the SMART criteria to make them:
This will help you track progress and make adjustments when needed. For instance, if your objective is to increase foot traffic to individual brick-and-mortar locations, examples of a SMART goal could be: “Increasing foot traffic in the individual brick-and-mortar locations, driving people to the website, increasing conversions on the website, or even improving the online reputation of the franchise as a whole by trying to increase the number of positive reviews on the Google Business Profile (GBP) for each location.” Additionally, it’s essential to prioritize goals based on their potential impact and the resources required to achieve them. This will help you allocate resources efficiently and focus on the most critical tasks first. You may also want to establish short-term and long-term goals, as they will serve different purposes. Short-term goals provide motivation and quick wins, while long-term goals ensure the project’s sustainability and long-lasting impact. Regularly revisiting and reassessing your goals is also important. The dynamic nature of local SEO means that new challenges and opportunities will arise over time. Be prepared to adapt your goals and strategies to stay ahead of the competition and capitalize on emerging trends. In summary, establishing clear-cut goals from day one is vital for the success of your local SEO campaign. Ensure that your goals are SMART, prioritized, and adaptable to the ever-evolving world of local SEO. By setting the right goals and working towards them, your enterprise will be well-positioned to achieve success in local search rankings, drive customer engagement, and ultimately boost your bottom line. Make Sure All Roles Clearly Understand Their ResponsibilitiesWe’ve touched on this a bit before in prior installments, but when it comes to assigning the work, it’s worth highlighting the importance of understanding responsibilities in a more in-depth manner. For a project as massive as improving local SEO for a major enterprise with numerous franchise locations, assigning and delegating work effectively requires a clear understanding of who is responsible for what, and it needs to be established from the jump. As I mentioned above, the actual nuts and bolts of a local SEO project will vary slightly depending on the organization itself, its size, and its particular goals. Additionally, the roles of people who are involved in the project may vary as well (e.g. one enterprise might have a massive IT team and can afford to assign one person to each franchise location, whereas others might run a slimmer IT department and can’t spare to loan any team members out). Having said that, these are some of the roles you might consider assigning to a local SEO project. Roles to Assign In a Large-scale Local SEO ProjectProject ManagerAs the name might suggest, this would be the person to manage the project. Depending on the size of the enterprise, there may be one overarching Project Manager for the entire organization in addition to individual Project Managers that oversee each location. The Project Manager’s job is to check in on all the other team leads, ensure that deadlines are being met and tasks are getting done, and check in often to make sure the results are progressing throughout the project. Google Business Profile ManagerYou probably (hopefully) don’t need to hear it from me, but Google Business Profiles (GBP) are a massively important part of a local SEO campaign. Each franchisee must have a GBP that is fully optimized, and that receives regular, SEO-friendly updates, so it makes sense that each GBP should have a manager assigned to it. This person should respond to reviews promptly, post regular updates, add new photos, and make sure all the attributes/services/products for the business are as accurate and up-to-date as possible. WriterAs mentioned above, regular updates to the Google Business Profiles will be key, yet the GBP Manager might not have the time or the inclination to write them. Having someone who’s a talented writer with experience in content marketing can help not only alleviate this burden from the GBP Manager but will also ensure that updates to the GBP are well-written and contain the proper keywords. SEO ProfessionalObviously, that’s not an “official” title per se, but you’ll absolutely want to have someone in your corner who has seen a thing or two in the SEO world. This person can work with the GBP Manager and Writer to ensure that the keywords are the right ones, but also can help on the back-end items such as making sure the store locator page on each site contains the city and state in the title tags, ensuring the clickable mobile elements are working correctly, and making sure that local schema markup has been implemented on all of the store locator pages.
This is not a comprehensive list of roles, and again, your team may look vastly different depending on the nature of your enterprise, but I would consider these the bare minimum of roles that need to be on a team to boost local SEO. Establish a Realistic TimelineWe’ve probably all been there before at one point or another in our professional lives: the boss comes in with a big idea that will undoubtedly help move the needle (e.g “We need to increase sales and get more customers!”) but doesn’t know how to best execute the plan. Or if they do, they will almost always provide the team that is actually going to execute the plan with an unrealistic (and usually unfair) timeline. I know I sound like a broken record here, but local SEO projects are no different. Local SEO projects make take months, or even years, to fully actualize. And if the enterprise in question is like most other companies in America at the moment, everyone on the team will have plenty of other projects they are currently working on with all of their accompanying tasks. That’s why it’s crucial that you establish a clear, aggressive timeline, but one that is realistic and gives your team the time they need to complete what’s been assigned to them. Again, there is no clear-cut answer for how long your project will take; it will inevitably depend on the size of your team, your specific local SEO goals, what other projects are currently going on at the company, and how many locations you’re dealing with. To establish a realistic timeline, it’s essential to break down your local SEO project into smaller, manageable tasks and milestones. This will enable you to allocate resources more effectively and monitor progress at each stage of the project. Start by identifying the key deliverables and then estimate the time required to complete each task. It’s crucial to involve your team members in this process, as they can provide valuable insights into how long each task will take based on their expertise and experience. Once you’ve estimated the time required for each task, factor in any dependencies or potential roadblocks that could impact the project timeline. For instance, consider the availability of team members, potential bottlenecks, and other ongoing projects that might demand their attention. It’s also a good idea to build some buffer time into the schedule to account for unforeseen challenges and delays. Regular progress check-ins and status updates are essential for keeping the project on track and ensuring the timeline remains realistic. These check-ins provide an opportunity to identify any delays or obstacles and adjust the timeline or resources accordingly. Encourage open communication within the team, as this will help flag any issues early on and enable prompt resolution. Another important aspect of establishing a realistic timeline is setting expectations with stakeholders. Communicate your project timeline, including any potential risks and uncertainties, to stakeholders from the outset. This transparency will help manage expectations and build trust, ensuring everyone is on the same page throughout the project. In conclusion, a realistic timeline is crucial for the success of your local SEO project. Break down the project into smaller tasks, estimate the time required, factor in dependencies and potential roadblocks, and maintain open communication within your team and with stakeholders. By carefully planning and monitoring your project’s progress, you’ll increase the likelihood of achieving your local SEO goals and ultimately drive success for your enterprise. Stay in TouchIf you want to completely derail a business project of any scope or size, the most effective way to do that is probably to practice poor communication. Forgetting to check in with team members, failing to give regular status updates, and not maintaining a regular stream of communication will inevitably lead to missed deadlines, hot tempers, and just generally speaking, a hot mess. Properly delegating work, assigning proper roles, and working together as a team requires effective communication. How you establish this regular contact is up to you.
Whether it’s email updates, video conferencing, in-person updates, or just quick messages over Slack, however you decide to do it—just ensure that there is a regular, expected pattern of communication across all parties. And in my experience, when it comes to communication, the more the merrier. In addition to the communication strategies mentioned above, it’s vital to foster a culture of openness and collaboration within the team. Encourage everyone to share their ideas, challenges, and accomplishments, as this can lead to better problem-solving, innovation, and a stronger sense of camaraderie. Moreover, celebrating individual and team successes can go a long way in boosting morale and keeping everyone motivated to achieve the common goal. Utilize technology to facilitate communication. Project management tools, shared calendars, and collaboration platforms can help keep everyone in the loop and ensure that deadlines and milestones are tracked effectively. These tools can also help create a transparent work environment where team members feel accountable for their tasks and progress. Lastly, remember that communication is a two-way street. Active listening and acknowledging your team members’ input can significantly enhance trust and engagement within the team. By maintaining open and regular communication, you’ll not only keep the project on track but also build a strong, cohesive team that can tackle any challenge that comes their way. Constantly Analyze and Be Ready to PivotYou might be familiar with the aphorism, “Man makes plans, and God laughs.” Among other things, it highlights that even with meticulous planning, an abundance of preparation, hours of research, and basically doing everything right… the wheels can still fall off. That’s why for a local SEO project, it’s important that you’re analyzing every single step. SEO is an ever-evolving beast and some of the best tips we have right now for enterprises and local SEO might look a bit different in 2024 and beyond. Being able to spend as much time and devoting as many resources as possible to constantly evaluate your efforts will help you achieve your goals, but it’ll also help you pivot if they aren’t working. Being able to adapt is key because Google is constantly making tweaks to its search engine algorithms. In this fast-paced digital landscape, it’s essential to stay agile and responsive to the changing dynamics of local SEO. Regularly monitoring key performance indicators (KPIs) and adjusting your strategy based on the data you gather can lead to better results and help you stay ahead of the competition. Don’t hesitate to experiment with new tactics and techniques, but make sure to A/B test them before implementing them on a larger scale. This will allow you to determine their effectiveness and minimize the risk of disrupting your overall strategy. Ensure that your team stays informed about the latest industry trends, best practices, and algorithm updates by attending webinars and conferences, and following industry influencers. Encourage them to share their learnings and insights with the rest of the team, fostering a culture of continuous learning and improvement. Finally, always be ready to pivot your approach when necessary. If a particular strategy isn’t yielding the desired results, take a step back, reassess, and come up with a new plan. Embracing a flexible and adaptable mindset will enable your enterprise to thrive in the ever-changing world of local SEO, ensuring sustained growth and success. ConclusionMuch like building a house, the foundation of a strong local SEO project is going to be in establishing roles and assigning work from the beginning. By coming up with goals that make sense for your organization, ensuring that your team is composed of people with skills that are necessary, that they’re communicating regularly, and making sure your timelines are realistic and won’t cause burnout (which you definitely want to avoid), you’re setting your enterprise up for local SEO success. via BrightLocal https://ift.tt/E3LtDAs Check out more SEO posts onhttps://seouk41.blogspot.com/ A Facebook Business Page is an essential local SEO resource. Like your Google Business Profile, it acts as a structured citation that provides essential business information to prospective customers, while creating an official space for you to update and engage with your audience. According to Meta, 1 billion users use Facebook’s platforms to message a business every week—so, while that also includes apps like Instagram and WhatsApp, there’s no denying the significance of a stat like that! With all the developments that have taken place in recent years, including the switch from Facebook Business Manager to Meta Business Suite, new page designs, and changes to the ways you can manage your locations, you’d be forgiven if you’re not sure where to start! We’ve broken down the steps for:
Creating a New Facebook Business Page (Single Business)Step 1. Log on and create a page
Step 2. Begin adding your business information
Step 3. Add your business logo
Step 4. Connecting to WhatsApp
Step 5. Editing your page information
Note: the system may not record your choice if you switch between options too quickly. Make your selection or add your information and wait until the data is saved. Creating Multiple Business Pages (Brands and Multi-Location Businesses)You must own at least one Facebook Business Page before you can manage multiple pages under one account/dashboard. This is important because you must have created a main page first so that other pages can be linked to it. Step 1. Log in and locate your page
Step 2. Linking your page
Step 3. Ensuring your main page is set up correctly
Step 4. Adding location/store pages
How to Request Access to Claimed Pages
Tip: It’s better to search for your page using its URL as, when you type the name only, you can be presented with several options. It may not be clear to understand which page you need to select—unless you want to claim them all—or which pages are yours.
Managing your Facebook Business PageWe hope these steps have helped you with the first step of adding or claiming your Facebook Business Page. For tips on getting the most out of your Page, optimizing its layout, and even asking your audience for Facebook reviews, head to our guide on how to manage your Facebook Business Page as a local business. via BrightLocal https://ift.tt/MsRhUgv Check out more SEO posts onhttps://seouk41.blogspot.com/ |
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April 2023
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