Be In The Know Blog

3 Lessons Marketers Can Learn From Voter Behavior Studies

Posted by Alyson Phillips on August 5, 2016 at 10:57 AM

Election season is here, and while marketers may feel it's harder to cut through the noise of the various local, state and federal elections happening during this busy time, the 2016 election season is actually revealing a number of interesting insights about consumer behavior.

In fact, Google recently published a voter behavior report containing the following three insights:

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Topics: Premium Display and Banner Ads, Paid Search Engine Marketing, Search Engine Optimization (SEO), Integrated Marketing

Why Mobile Search Strategy Matters: Tips for Local SMBs

Posted by Zuri Stanback on July 18, 2016 at 2:16 PM

If your customers are like most people, they have their smartphones on them throughout the purchase process. With a good mobile search strategy, you can focus on them when it matters most — when they're nearby. A killer mobile strategy will turn smartphones into your best influencers and lead customers right to your door. First, you want to be sure your website has a responsive design to optimize it for mobile. Then, you can get on to the good stuff: building your mobile-centric search strategy.

Give the People What They Want

Searches that happen on cell phones, so-called "mobile-centric" searches, are a powerful way to gain customer insight. By looking at the mobile-centric searches for your category or brand, not only will you learn what people are searching for when they find you, you'll know where they are when they're looking — at home, on the street or right in your store. Taken altogether, this data can give you critical information about what your customers want. Whether it's an address, a phone number, or a special deal, be sure your ads are tailored to provide that information.

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Topics: Search Engine Optimization (SEO), Mobile Optimization and Advertising

A Guide to Ranking in Local SEO

Posted by Alyson Phillips on July 15, 2016 at 10:56 AM

When Google tweaked its algorithm last year, causing online retailer Wayfair to move from a top-five position in keyword search rankings to number one across a number of categories, the company discovered a stunning data bump. By moving higher up on the first page of results, the company saw an incredible 34 percent increase in conversions, according to Search Engine Land.

The conclusion is simple: Search rankings are critical to any business, and with Google offering local search results along with traditional search content, local SEO is more important than ever. Climbing the ladder in these rankings takes time, especially as you climb closer to the top where competition is most fierce. Improvements are entirely possible, as long as you know the right steps to take.

With local search optimization, there are several ways you can take action to make a difference early. Here are a few to build a strong, localized search foundation.

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Topics: Search Engine Optimization (SEO), Content Marketing, Local Listings Management

Increase Website Traffic Quickly With These 4 Steps

Posted by Alyson Phillips on June 27, 2016 at 2:04 PM

The vastness of the internet means it's a competitive place to work, especially when you're trying to win over new visitors. Battles to increase website traffic are often hard-won, and the work of attracting a larger audience is never-ending — but that doesn't mean you have to set your sights months down the road to see results. There are some steps you can take to increase website traffic right away. Even if you're already drawing a respectable audience, consider how these strategies might elevate your website's performance and increase your sales opportunities.

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Topics: Paid Search Engine Marketing, Search Engine Optimization (SEO), Website Design & Development, Content Marketing

Why Google My Business Matters to Your SEO Strategy

Posted by Joseph Naylor on May 9, 2016 at 11:38 AM

Google's launch of the Google My Business (GMB) API last year reiterated how important local search is to its algorithms, and it gave businesses a new way to organize and present their brands and locations on Google search and Google Maps. Take a look at what it can do for your SEO strategy.

Greater Importance on Local SEO

These days, a directory listing is much more than an address and phone number — it helps you to increase your overall visibility. You can provide maps, directions, opening hours, business descriptions, website and social links, ratings and reviews that allow consumers to engage with your business. According to Mashable, Google is used for more than 100 billion searches each month, and more than half of those searches are performed on mobile devices. GMB's API's emphasis on local directory listings can help get your GMB listing rank even higher in mobile search than your own website's listing. For local businesses, appearing on a Google map is key, especially on mobile, as it gives the user immediate access to all the information they need — and it's all easily loaded into Google Maps or a GPS app. Adding this to your overall SEO strategy will go a long way toward building awareness and increasing your visibility.

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Topics: Search Engine Optimization (SEO), Local Listings Management

3 Common SEO Misconceptions to Avoid

Posted by Alyson Phillips on April 11, 2016 at 1:02 PM

Search engine optimization (SEO) is one of the cornerstones of content marketing. Even if you create pages and pages of text, your campaign will stall at the starting line if you aren't following key SEO principles.

It might seem like a good idea to search the Internet for advice on how to get started with SEO, but this isn't always the best plan, as there are many SEO misconceptions masquerading as facts. Here are some of the most common SEO fallacies that you should avoid.

1. Search Terms Have to Be Short

Novice marketers often assume there are more searches for generic, short-tail key phrases like "Cleveland plumbing" or "back pain" than for long-tail keyword like "clogged toilet problem Cleveland price" or "sharp pain in lower back." However, long-tail keywords are more specific in their requirements and, therefore, can help marketers craft more targeted and relevant content. Forbes reports that although long-tail keywords get less search traffic, they make up for this shortcoming with dramatically less competition, which makes it easier for you to rank higher in search engines.

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Topics: Search Engine Optimization (SEO)

Your Digital Presence Cheat Sheet

Posted by Quiana Wright on March 8, 2016 at 1:20 PM

In today's always-on, hyperconnected world, it is simply not enough just to have a digital presence. It requires almost no effort to just have a website and maybe a social media profile or two, but in order to really reach consumers, it is essential that you connect with them in as many ways as possible, using all of the tools at your disposal. Not sure where to start? Here's your digital presence checklist:

1. Do You Have a Responsive Website?

Google recently published a report that suggests that over two-thirds of websites are using responsive design — but Marketing Land suggests that they might be considering a skewed sample. No matter what the actual statistics are, the fact is that your business needs to be optimized for mobile. The Web is shifting more and more toward the mobile platform, and the fact is that businesses that don't adapt to this changing landscape now risk being left in the dust later.

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Topics: Responsive Design, Search Engine Optimization (SEO), Content Marketing, Local Listings Management

Local Business Listings: 3 Things Plumbing Businesses Need to Know

Posted by Quiana Wright on February 15, 2016 at 2:47 PM

Plumbing is one of those on-demand services that consumers don't really research until something goes wrong. However, the second a toilet starts leaking or a pipe starts making funny noises, they take immediate action. A study reported in Search Engine Land shows that more consumers are responding affirmatively to ads on their mobile devices and that more consumers are searching local business listings when they're on the go. Plumbers are in a particularly strong position to take advantage of this behavior, and there are some concrete ways to get consumers to call you before your competitors.

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Topics: Search Engine Optimization (SEO), Local Listings Management

How to Build a Winning SEO Strategy in 2016

Posted by Quiana Wright on January 29, 2016 at 11:49 AM

The search engine optimization game hasn't grown any easier. As major search entities like Google become smarter about how they organize search results, their methods of building SEO guidelines has become more of a strain on marketers. Search engines want to provide highly relevant results, and this means finding new measurements, metrics and tweaks that will steer current search results toward new iterations that are of greater value to users.

For consumers, this is a great thing, but it saddles marketers with more work than ever. Here are some of the top guidelines for a successful SEO strategy in 2016.

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Topics: Search Engine Optimization (SEO)

Improve Your Mobile Search Rank in 5 Easy Steps

Posted by Quiana Wright on January 20, 2016 at 1:29 PM

Google's recent announcement that mobile search accounts for more than half of search engine traffic around the world means that your website's level of "mobile-friendliness" will alter its mobile search ranking. According to reporting by Business News Daily, Google only required website owners to optimize for better viewing on smartphones and tablets prior to recent changes to their algorithm. Now, other factors, such as readability and mobile-friendly software, are being taken into consideration when it comes to ranking your site.

Knowing what that means for your website can be tricky. For a small business owner, Google's own checklist for building a mobile-search-friendly site can initially seem frustrating since some of its suggestions include costly solutions, such as building a new website from scratch or working with a developer.

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Topics: Responsive Design, Search Engine Optimization (SEO), Mobile Optimization and Advertising, Content Marketing

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