Be In The Know Blog

Online Marketing: Why Local Businesses Can't Sit on the Fence Anymore

Posted by Ashley Rios on September 22, 2017 at 10:58 AM

It's easy for local businesses — especially small ones with a single location — to look at the online world of e-commerce and digital marketing and feel like they exist on their own terms outside of that world. After all, if you own a local dancewear retail company, you might think that since you aren't competing directly with retail giants, you don't really have to exist in the online marketing world, instead relying on local clients and traditional marketing only. However, even though this line of thinking may keep your doors open, it could be limiting your growth potential.

Here's why local businesses can't sit on the fence anymore when it comes to online marketing.

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Topics: Search Engine Optimization (SEO), Integrated Marketing

Is an SEO Audit Necessary for Your Brand?

Posted by Ashley Rios on September 1, 2017 at 9:53 AM

Write it, and readers will find it. Or, will they? Just because you craft engaging and insightful content for your clients, doesn't mean potential customers are going to flood the Contact Us link with inquiries. Why? Your SEO might be slipping, or virtually non-existent. If you've never done an SEO audit, put it on your calendar as soon as possible. Then, click the recurring button and check on your SEO efforts at least once per quarter.

Addressing an Audit

First, let's quickly define what goes into auditing your SEO techniques. This process will help identify issues, implement fixes and interpret data collected by various search analytics companies. There are multiple, detailed steps of an audit, ranging from evaluating page speed to identifying duplicate content.

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Topics: Search Engine Optimization (SEO)

Micro-moments: Leverage the Moments That Matter Most

Posted by Ashley Rios on July 28, 2017 at 1:03 PM

If your business sells tacos, you probably cash in on the hashtag #TacoTuesday. You guesstimate that a high percentage of your customer base will be persuaded to eat tacos on Tuesday, thanks to jokes at work, memes on social media and general knowledge of the spicy food-worshiping day.

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Topics: Search Engine Optimization (SEO)

Why Google is Critical to Restaurant Success

Posted by Ashley Rios on June 28, 2017 at 1:35 PM

While food delivery used to be most closely associated with Chinese food and pizza, online delivery services have provided consumers a whole new world of choices for breakfast, lunch, dinner and even dessert. Even though restaurant owners might vaguely know about these services — or perhaps even use one or two of them — there are even bigger opportunities for restaurant owners to bring their world-class dishes to as many guests as possible. Here are a few reasons why Google is critical to restaurant success:

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Topics: Search Engine Optimization (SEO)

3 Easy Online Reputation Management Tips

Posted by Ashley Rios on June 7, 2017 at 1:42 PM

There's no shortage of examples of online reputation management catastrophes, and all it takes is one messy situation to tarnish your brand for good. But while larger organizations can work with pricey PR firms to orchestrate a rebound, smaller businesses aren't usually so lucky. In fact, failing to properly manage your company's reputation online could be a kiss of death to your business.

The good news is there are best practices to follow to maintain a positive reputation and keep current and prospective customers loving your brand. Here are our top three tips:

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Topics: Search Engine Optimization (SEO)

5 SEO Trends You Can't Ignore in 2017

Posted by Ashley Rios on June 2, 2017 at 11:03 AM

As long as Google has been generating results for user's search inquiries, businesses have been striving to reach the top of page one. After all, 75 percent of users never scroll past the first page of search results, according to HubSpot. Achieving the highly coveted top result can bring plenty of traffic to your site and potential leads to your business.

While algorithms often change, one thing is guaranteed: Search engines will always strive to connect users with the best possible answers to their questions. And the most effective SEO trends are those that improve the user experience.

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Topics: Search Engine Optimization (SEO)

3 Essential Social Media Marketing Tips for Restaurants

Posted by Apryl Pilolli & Ashley Rios on May 26, 2017 at 10:06 AM

According to Modern Restaurant Management, 80 percent of people will look at a restaurant online before trying it, and 88 percent of that group will visit the same day. With these statistics in mind, it's easy to see how crucial social media marketing for restaurants is. Your online presence can either bring diners right to your door or drive them to the competition.

Here are three things you can do right now to attract diners on social media.

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Topics: Search Engine Optimization (SEO), Social Media Marketing, Food & Beverage

What Voice Search Means for Your SEO Strategy

Posted by Ashley Rios on May 17, 2017 at 1:54 PM

Voice search is making a quick move into the lives of mainstream customers. Smartphones now come with voice-activated digital assistants, in-house technology like your TV may already have voice functionality and in-home digital assistants such as Amazon Echo and Google home are already shipping to customers around the world.

According to research from VoiceLabs, an estimated 24.5 million devices will be shipped in 2017 alone, resulting in 33 million voice-first devices currently in use. That just counts voice-first digital assistants, which means the true number of voice search touchpoints — counting smartphones and other devices — is much higher.

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Topics: Search Engine Optimization (SEO)

How the Whole Customer Journey Runs Through Search

Posted by Ashley Rios on May 10, 2017 at 1:41 PM

Remaining relevant and visible is a top objective for any search marketer, which means maintaining prime positioning where online search factors into the customer journey.

However, the role of search has changed over time. In the past, search was seen as a bottom-of-the-funnel activity, rather than something that permeates every stage of the journey. Today, we know that isn't the case. Customers depend on search at every stage leading up to the transaction, which means search strategies must be built to account for these varied stages, too. A diversified approach is required for brands to generate positive results from across the spectrum of customer search activity.

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Topics: Paid Search Engine Marketing, Search Engine Optimization (SEO)

Online Presence Management: Spring-Clean Your Reputation

Posted by Ashley Rios on April 10, 2017 at 11:05 AM

Spring is the season associated with deep cleaning and home renewal. If we credit the warmer weather and the longer days for this motivation, then perhaps it's wise to leverage these spring cleaning habits and tend to much-needed business management tasks. Online presence management requires some year-round attention, but certain tasks only need to be done once or twice a year.

If you've neglected your digital presence and it's affecting your bottom line, now is the time to audit this profile and make changes where necessary. By regularly keeping up on this maintenance, you can make your online reputation work for you, instead of against you.

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Topics: Search Engine Optimization (SEO), Content Marketing

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