Greenlight's Magazine: Search & Social Media Survey EditionGreenlight Digital
Read our Search and Social Media Survey Edition which focuses on the results of our 2012 survey, which asked 500 internet users for their views on Mobile, Facebook Advertising, Fan Acquisition and searching online in multiple languages.
As 2012 comes to an end, we look at what 2013 holds for the Search industry. Our directors provide insights into the advancements that can be expected in SEO, PPC and Social Media, whilst Google highlights what to expect from the 2013 consumer.
Greenlight's Gaming Sector Report, April 2013, Issue 10Greenlight Digital
A 360˚analysis of the most important search terms, trends and benchmarking data in the Gaming sector. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Bingo, Casino, Poker, Sports Betting
In the Spring Edition of the Greenlight magazine, we explore the new reality of link building, how to get the most from mobile advertising, the impact of Facebook's latest product 'Home' plus we provide tips on how to achieve a fully integrated digital search strategy.
Greenlight's Retail Banking Sector Report, May 2013, Issue 16Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data for retail banks. This report provides an exclusive snapshot of the Search market for your sector right now. From the size of your potential audience to the top performing companies, it's all here.
Product focus: Banking, Borrowing, Savings & Investments
Maximize ROI by Unlocking the Full Value of Undiscovered ContentBloomReach
The webinar explored the need for retailers to reach new customers using natural search. Participants were Forrester Research's Dean Davison, Meijer.com's Erik Small and BloomReach's Joelle Kaufman.
Forrester TEI report referenced is available here - http://go.bloomreach.com/tei-report
Greenlight's Magazine: Search & Social Media Survey EditionGreenlight Digital
Read our Search and Social Media Survey Edition which focuses on the results of our 2012 survey, which asked 500 internet users for their views on Mobile, Facebook Advertising, Fan Acquisition and searching online in multiple languages.
As 2012 comes to an end, we look at what 2013 holds for the Search industry. Our directors provide insights into the advancements that can be expected in SEO, PPC and Social Media, whilst Google highlights what to expect from the 2013 consumer.
Greenlight's Gaming Sector Report, April 2013, Issue 10Greenlight Digital
A 360˚analysis of the most important search terms, trends and benchmarking data in the Gaming sector. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Bingo, Casino, Poker, Sports Betting
In the Spring Edition of the Greenlight magazine, we explore the new reality of link building, how to get the most from mobile advertising, the impact of Facebook's latest product 'Home' plus we provide tips on how to achieve a fully integrated digital search strategy.
Greenlight's Retail Banking Sector Report, May 2013, Issue 16Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data for retail banks. This report provides an exclusive snapshot of the Search market for your sector right now. From the size of your potential audience to the top performing companies, it's all here.
Product focus: Banking, Borrowing, Savings & Investments
Maximize ROI by Unlocking the Full Value of Undiscovered ContentBloomReach
The webinar explored the need for retailers to reach new customers using natural search. Participants were Forrester Research's Dean Davison, Meijer.com's Erik Small and BloomReach's Joelle Kaufman.
Forrester TEI report referenced is available here - http://go.bloomreach.com/tei-report
Read the Social Media Edition magazine with contributions from Greenlight's Paid Media Director - Hannah Kimuyu, Social Media Director - Anna O'Brien and SEO Director - Adam Bunn.
A 360˚ analysis of the most important search terms, trends and benchmarking data in the online Cruise sector. This report provides an exclusive snapshot of the online Search and Social Media market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Brand, Cruise Liners, Destinations, Generics
Greenlight's Consumer Electronics Sector Report, May 2013, Issue 1Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the consumer electronics sector. This report provides an exclusive snapshot of the online search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Computing, TV & Entertainment, Small Kitchen Appliances, Large Kitchen Appliances
Greenlight digital marketing - when the digital cookie crumblesGreenlight Digital
Browser ‘cookies’ are the life blood of online marketing. They tells us where our site traffic comes from, in what quantities and what it does when it gets there. But the humble Cookie is under threat from many angles. Come May 26 2012, European privacy laws come into force. All UK websites must offer users opt-in consent tools to allow cookies to pass information about browsing activities to 3rd parties. So here’s our brief and easy to read slide pack giving you an overview and highlighting options.
This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: This presentation will provide insights for implementing what matters now, like AMP, leveraging what’s new, like expanded text ads, and forecasting what’s next in order to dominate the digital space.
On Beyond SERPS: Looking at the world of Cloud Marketing in 2011 and Beyond. What signals are changing in the search engine algorithms? What issues will marketers face in the coming months and years? How to put the changing landscape of search marketing into perspective and develop a strategy for success.
Social listening has seen dramatic changes in the past few years. It has evolved to go beyond social insights and now incorporates image analysis, blended data sources and real-time listening. So, what will social listening look like in five years time?
In this weeks webinar we'll be answering this question with an outlook on the changing landscape of social analysis.
Greenlight's Energy Sector Report, April 2013, Issue 1Greenlight Digital
A 360˚analysis of the most important search terms, trends and benchmarking data in the online Energy sector. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Dual Fuel, Electricity, Energy, Gas
Are you scratching your head wondering what you might have missed in the world of Search Marketing this year? You’re not alone. The nation’s Most Influential PPC Expert himself- Larry Kim, Founder & CTO of WordStream is joining forces with Jordan Koene, Vice President & Chief Evangelist at Searchmetrics! They will reveal their top 5 takeaways for 2015, in this whirl wind tour of all things Search Marketing!
Calls + Clicks: Why Offline Calls are Critical for Online MarketersInvoca
Customers are in front of a screen for 12 hours every day, and 83% of US consumers use their phone to research products while in-store. Marketers, are you effectively reaching your mobile audiences.
The Challenges of a Rapidly Changing Local MarketplaceLocalogy
Local Search Association VP of Strategy & Insights Greg Sterling's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.
Research findings about the rising use of smartphones and how the Google patent shares what can be done to boost your search engine optimization. Mobile SEO is a definite search trend to be aware of for 2011 and beyond.
How do you compare? Leveraging insights from IBM’s Retail Benchmark to make t...Jay Henderson
Find out how your online retail performance compares to other retailers. In this session, you will see aggregated and anonymous competitive data for retail-specific, best practice key performance indicators, showing how your site performs relative to retail industry leaders and peers. You'll also learn about trends to look for as the 2013 holiday shopping season approaches, such as surgical shopping, the iPad Factor, the rise in the use of mobile devices, traffic and conversion rate patterns and more!
How to Build an Empathetic Marketing Strategy During the Times of COVID19Michael King
Michael King will take you through the actionable steps your brand can take to relaunch your marketing strategy post COVID-19 lockdown. This will help you understand what aspect of your business needs the most attention in order to get back on your feet.
How SEO & PPC Work Together To Drive More Traffic To Your WebsiteBoostability
Do you know how to combine your efforts in SEO as well as PPC to generate leads, build your online presence, and attract more customers? Learn how to create the perfect balance between these two methods in order to achieve both immediate results and longterm impact.
Read the Social Media Edition magazine with contributions from Greenlight's Paid Media Director - Hannah Kimuyu, Social Media Director - Anna O'Brien and SEO Director - Adam Bunn.
A 360˚ analysis of the most important search terms, trends and benchmarking data in the online Cruise sector. This report provides an exclusive snapshot of the online Search and Social Media market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Brand, Cruise Liners, Destinations, Generics
Greenlight's Consumer Electronics Sector Report, May 2013, Issue 1Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the consumer electronics sector. This report provides an exclusive snapshot of the online search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Computing, TV & Entertainment, Small Kitchen Appliances, Large Kitchen Appliances
Greenlight digital marketing - when the digital cookie crumblesGreenlight Digital
Browser ‘cookies’ are the life blood of online marketing. They tells us where our site traffic comes from, in what quantities and what it does when it gets there. But the humble Cookie is under threat from many angles. Come May 26 2012, European privacy laws come into force. All UK websites must offer users opt-in consent tools to allow cookies to pass information about browsing activities to 3rd parties. So here’s our brief and easy to read slide pack giving you an overview and highlighting options.
This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: This presentation will provide insights for implementing what matters now, like AMP, leveraging what’s new, like expanded text ads, and forecasting what’s next in order to dominate the digital space.
On Beyond SERPS: Looking at the world of Cloud Marketing in 2011 and Beyond. What signals are changing in the search engine algorithms? What issues will marketers face in the coming months and years? How to put the changing landscape of search marketing into perspective and develop a strategy for success.
Social listening has seen dramatic changes in the past few years. It has evolved to go beyond social insights and now incorporates image analysis, blended data sources and real-time listening. So, what will social listening look like in five years time?
In this weeks webinar we'll be answering this question with an outlook on the changing landscape of social analysis.
Greenlight's Energy Sector Report, April 2013, Issue 1Greenlight Digital
A 360˚analysis of the most important search terms, trends and benchmarking data in the online Energy sector. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Dual Fuel, Electricity, Energy, Gas
Are you scratching your head wondering what you might have missed in the world of Search Marketing this year? You’re not alone. The nation’s Most Influential PPC Expert himself- Larry Kim, Founder & CTO of WordStream is joining forces with Jordan Koene, Vice President & Chief Evangelist at Searchmetrics! They will reveal their top 5 takeaways for 2015, in this whirl wind tour of all things Search Marketing!
Calls + Clicks: Why Offline Calls are Critical for Online MarketersInvoca
Customers are in front of a screen for 12 hours every day, and 83% of US consumers use their phone to research products while in-store. Marketers, are you effectively reaching your mobile audiences.
The Challenges of a Rapidly Changing Local MarketplaceLocalogy
Local Search Association VP of Strategy & Insights Greg Sterling's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.
Research findings about the rising use of smartphones and how the Google patent shares what can be done to boost your search engine optimization. Mobile SEO is a definite search trend to be aware of for 2011 and beyond.
How do you compare? Leveraging insights from IBM’s Retail Benchmark to make t...Jay Henderson
Find out how your online retail performance compares to other retailers. In this session, you will see aggregated and anonymous competitive data for retail-specific, best practice key performance indicators, showing how your site performs relative to retail industry leaders and peers. You'll also learn about trends to look for as the 2013 holiday shopping season approaches, such as surgical shopping, the iPad Factor, the rise in the use of mobile devices, traffic and conversion rate patterns and more!
How to Build an Empathetic Marketing Strategy During the Times of COVID19Michael King
Michael King will take you through the actionable steps your brand can take to relaunch your marketing strategy post COVID-19 lockdown. This will help you understand what aspect of your business needs the most attention in order to get back on your feet.
How SEO & PPC Work Together To Drive More Traffic To Your WebsiteBoostability
Do you know how to combine your efforts in SEO as well as PPC to generate leads, build your online presence, and attract more customers? Learn how to create the perfect balance between these two methods in order to achieve both immediate results and longterm impact.
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
Rand's presentation from Brighton SEO, Fall 2018 focusing on the shifts in Google's behavior toward the SERP and away from referring outlinking traffic.
Godigital Academy - Introduction to Advanced Digital Marketing Course (4).pptxAkashpatelJamadandi
GoDigital Academy is the best ever Digital Marketing Course Training Institute in Ongole, India. Where the best training is given by our top-level and experienced senior experts of digital marketing with real-time exposure to live projects.
Here we use advanced and innovative techniques in accordance with assignments, projects, and internship programs in a creative way you’ll gain the knowledge which suits the present future days of digital marketing.
Presentation of Rand Fishkin CEO of moz and a reference for SEO and the world of google searches where they put in context that google is no longer an ally but became the competition of all SEO
shared by robert mendoza SEO
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan. The deck and webinar video are now available.
Local Search in 2023: Must-Know and Must-Do TacticsMilestone Inc
In this session, renowned local experts Greg Sterling, Joy Hawkins, Mike Blumenthal, and Benu Aggarwal shared extremely useful information on local search for 2023. These included various impacts of algorithm updates and effects in 2022 and the role of Google AI in local search. They highlighted the different types of content that will engage users in local search using hyperlocal experience and also they shared other must-have solutions for local search presence within a marketing plan.
LOCAL SEARCH TIPS: Local Search Traffic WhitepaperLocation3 Media
Local Search Traffic, a division of Location3 Media presents a guide to the basics of using local search marketing to your advantage. See what we have to say about local map listings, local pay per click, local search engine optimization, and local search media
Cross Forum 2016: SEO Will Become "Search Experience Optimization"Keith Goode
Learn How Successful Online Enterprises are Navigating the Rough Seas of SEO Using a "User-First" Approach. Presented by seoClarity's Chief SEO Evangelist, Keith Goode, at Cross Forum 2016 in Tokyo, Japan. The event was hosted by Crossfinity on Wednesday, June 15th, 2016
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
1. HOW GOOGLE HAS CHANGED
THE GAME OVER THE YEARS
And why Local Authority is the
secret weapon to win
LOGO
2. Google started all about National SEO
But the shift is 100% local and mobile
Understand how customers interact with search
The customer Path To Purchase after a “Micromoment”
WHAT YOU’RE GOING TO SEE
How to ride the Google wave
3. GOOGLE JUST REACHED
DRINKING AGE
A company that’s only 22 years old…
Is #1 most visited website in the world
Impacts every facet of modern life
Was named most valuable brand in the world (in 2017)
Earns $162 B in revenue per year
Controls 87.35% of web traffic
Hosts 32.3% of all digital ads
…And can make or break a business.
4. Google was founded by two Stanford University Ph.D. students
They’d been solving a mathematical problem:
parse all the world’s web pages on 1.5 billion websites.
1998
2000
2004
2005
2006
2008
2010
2013
2014
2016
2017
2018
2007
GOOGLE IS
INCORPORATED
5. THE PRIME DIRECTIVE
Don’t be evil.
A Stanford research project on the best way to deliver
search engine results. Other search engines examined how
many times search words appeared on the page.
Google’s theory of “page rank” builds a search engine that uses links
between websites to determine the importance of individual pages on the
World Wide Web.
“To organize the world’s information and make it universally accessible
and useful.”
"We chose our system’s name, Google, because it is a common
spelling of googol, or 10100 and fits well with our goal of building very
large-scale search engines."
THE START
NEW THINKING
THE GOAL
THE NAME
6. Looking for a way to produce revenue,
Google sells real estate at the top of the
Search Engine Results Page.
FUN FACT: “live mail order lobsters” was the
first Google ad in 2000
FUN FACT: Mesothelioma attorney is the most expensive
search keyword averaging about $226 per click.
1998
2000
2004
2005
2006
2008
2010
2013
2014
2016
2017
2018
2007
GOOGLE LAUNCHED
GOOGLE ADS
7. FACT
At least 96.4%
of Google’s total revenue that comes from
digital and display paid advertisements.
Google’s advertising revenue in 2019 was
$134.81 billion
US dollars
8. Here’s what typical
Search looked like
back then
Only 3.17% of clicks
go to paid ads
The top Google listing
gets about 34.36% of all clicks
Organic results earning the 1st-4th spot
receive 96% of the clicks
9. Google launches: Google acquires:
In an effort to
dominate:
Gmail
Google Maps
Google Chat
Google Chrome
Android
YouTube
Email
Maps
Chat
Phone OS
Video
Internet browsers
1998
2000
2004
2005
2006
2008
2010
2013
2014
2016
2017
2018
2007
GOOGLE EXPANDS
ITS REACH
10. Merriam-Webster adds
“google” to dictionary as a verb
1998
2000
2004
2005
2008
2010
2013
2014
2016
2017
2018
2007
2006
GOOGLE HITS AN
ANTHROPOLOGICAL
MILESTONE
11. LEARN TO THINK
LIKE GOOGLE
2 Main Components of the
Organic Search Algorithm
Relevance
The degree to which a listing’s website content
matches the search inquiry.
Prominence
Refers to the strength of the business in terms of its
domain authority calculated by traffic, backlinks, etc.
12. DOMAIN AUTHORITY
ALEXA RANKING KEYWORDS
SEARCH ENGINE OPTIMIZATION
TRAFFIC LINK BUILDING
SEARCH ENGINE
RESULTS PAGE
THE BUSINESS EDGE:
ORGANIC SEO
To secure a top ranking, businesses deployed legions of SEOs who could fill
pages with keywords, generate traffic, raise a site’s domain authority.
13. The world underestimated the
significance of mobile.
1998
2000
2004
2005
2008
2010
2013
2014
2016
2017
2018
2006
2007
IPHONE IS RELEASED
AND ABOUT TO CHANGE
HOW PEOPLE BROWSE
14. Google Buzz Google Wave Google Plus Google Goggles
2010-2011 2010-2012 2011-2019 2010-2018
The company struggled to compete in industries
like social media and virtual reality.
1998
2000
2004
2005
2006
2008
2010
2013
2014
2016
2017
2018
2007
GOOGLE HITS SOME
SNAGS AS A TEEN
15. By 2014, most people didn’t know:
You can’t comb through 1.5B websites instantly
Google created their own way of crawling, cataloging, and “indexing” pages on
their internal servers (similar to the Museum of Natural History)
The formula is an “algorithm” – how Google decides what to deliver to the SERP
16. Google is Always Changing the Game
by Changing the Algorithm, right?
Not really!
…
17. THE GOOGLE GOLDEN RULE
DELIVER A CONSISTENT REALITY
Google is obsessed with digitally depicting the physical world to give
searchers the finest and most true answers to their queries.
Because...
1
2
3
4
5
If Google delivers bad information (like the wrong
business location)
Then people won’t trust Google’s answers
They’ll stop going to Google for everything
Then Google can’t dominate search…
Or make billions on adverts
18. “coffee shop”
WHAT PEOPLE ARE
LOOKING FOR
Organic search
Alexa Rank
Keyword Rankings
Fine on your desktop for educational searches
19. “coffee shop”
WHAT PEOPLE ARE
LOOKING FOR
Ummmm... A cup of coffee, please?
Directions
Not usually a national result
20. Users trying to get a relevant, local results naturally add
phrases to queries.
Google anticipating the needs, starts to include these
automatically in search results.
“NEAR ME” SEARCHES
21. GOOGLE WORKED SOME THINGS OUT:
1. 2. 3.People are searching on the go
with a mobile phone
People go where the pictures
are
People are looking for stuff
locally (here and now)
22. THE GAME SUDDENLY
CHANGED
63%
46%
76%
56%
65%
63% of Google traffic is mobile.
46% of all searches on Google are seeking local information.
76% of local mobile searches for local businesses result in a store
visit within 24 hours.
56% of local searches are on-the-go via smartphones.
65% of people use their mobile phones in buying moments.
24. GOOGLE ADDS
“PROXIMITY”
3rd Main Component Creates
Local Search Algorithm
Relevance
The degree to which a listing matches the search.
Prominence
Refers to the strength of the business in terms of SEO.
Proximity
Describes the physical distance of a business from
the origin point of a search.
25. a.k.a Google Maps
a.k.a Google Local
1998
2000
2004
2005
2006
2008
2010
2013
2014
2016
2017
2018
2007
GOOGLE LAUNCHES
GOOGLE MY BUSINESS
27. WHAT GOOGLE SEARCH
LOOKS LIKE WITH GMB
1
2
3
Map listings are now in the #1 spot –
above organic listings and it’s free!
Ads
are first
Maps
are second
Organic
is third
28. GOAL CHANGE: GET
IN THE 3-PACK AND
BE SEEN
The map section is very attractive. Unlike ads and
organic listings, Google controls the format making
comparison a cinch.
This section is what people intuitively choose from.
29. BENEFITS OF BEING IN THE
GOOGLE MAPS 3-PACK
FACT
97% of consumers
search online to find local businesses.
Ranking in the top 3 on Google Maps leads to:
Increase in phone calls Increase in website visits
Increase in profile views Increase in driving directions
to your locations
30. “The #1 ROI strategy for a local
business is GMB optimisation.”
-- BrightLocal
Local Search & Organic Search deliver greater ROI than other
digital marketing channels
Local Search & Organic Search deliver the highest
quality leads
Local Search delivers more clicks and calls than other
marketing channels
31. GMB Optimisation vs. Organic and PPC
ORGANIC PAY-PER-CLICK GMB PROFILE
COST
TIME
RETURN
$$$$$
YEARS
No Guarantee
$$$
Weeks
2 to 1
$
90 Days
10 to 1
32. WHAT DO YOU HAVE
TO DO TO WIN IN GMB?
Claim your profile
Confirm your address
Check your business hours
Add 3-5 photos
Add your website URL
Write an introduction
Ask for reviews
Respond to reviews
Post occasionally
Name your photos
34. QUAID HARLEY DAVIDSON CASE STUDY
203
1029
1048
1
10
41
Local Search Organic Search Google Adwords
Monthly
Website Visits
Phone Calls
Generated
Results after 30 days
35. This shift gives an
advantage to local
businesses to reach
customers, and yet . . .
Instead they’re still looking at national SEO
metrics on keyword ranking and
domain authority.
When they should be looking at their Local
Authority score.
46%+
70%
90%
98%
99.9%
of businesses haven’t claimed their profiles
haven’t filled in basic profile information
aren’t maintaining the profile on a
regular basis
haven’t positioned themselves
as the best choice
aren’t optimised in the right
keywords
36. BRAND
HEALTH
IMPRESSION
HEALTH
LISTING
HEALTH
REPUTATION
HEALTH
ENGAGEMENT
HEALTH
Scoring system to maximize
Local Search metrics
WHAT IS LOCAL AUTHORITY?
Weighted algorithm developed to predict search engine ranking at the local level, Local Authority
(LA) assesses and predicts performance in local search results.
Local Authority aggregates scores for your brand, listing, reputation, engagement and influence
rating to generate your LA. Total LA scores range 1 to 100, where 100 is highest prediction of
ranking results.
37. Double-check your rank and reach with local keyword
rank trackers like Local Falcon.
Know definitively how you and your competitors rank in
search results originated at any given map location.
LOCAL KEYWORD
RANK TRACKERS
39. Robotic technology for the home related
to the IoT or Internet of Things
The IoT is the
4th industrial
revolution
IoT refers to the
billions of devices
connected on the
internet
IoT gives you the
ability to impact
the physical world
with virtual logic
UID, unique
identifier devices
already outnumber
human beings
7-to-1
IoT devices generate
more than 500
zettabytes of data
per year
Consumer spending
on smart devices is
estimated at $3T
for 2020
1998
2000
2004
2005
2008
2010
2013
2014
2016
2017
2018
2007
2006
GOOGLE LAUNCHES
INTO DOMOTICS
WITH GOOGLE HOME
41. Google is your new homepage.
1998
2000
2004
2005
2008
2010
2013
2014
2016
2017
2018
2007
2006
GOOGLE KNOWLEDGE
PANEL
42. 01. Photos & Videos
02. Business Name
03. Review stars and count
04. Editorial summary
05. Call button
06. Directions button
07. Save button
08. Website button
09. Maps
10. Address
11. Hours
12. Phone
13. Suggest an edit link
14. Exterior photo
15. Add a Photo button
16. Highlights
17. Reviews
18. Review snippets
19. Rate and review button
20. Description
21. People Also Searched For
01
02
03
04
05 06 07 08
09
10
11
12
13
14
15
16
17
18
19
20
21
43. Google’s trying to
disseminate information
for users and to present it
in a consistent way in the
Knowledge Panel
Resources
Home Page
Contact Us
About Us
Education
Services
Blog
Products
Testimonials
44. Google is giving shoppers the power to search local stores'
inventory with a new tool called See What's In Store.
Shoppers can use the tool to search for a specific product and see
which local stores have that item in stock, or to search the entire
inventory of a single store.
Compete with Amazon.
Free inventory uploads.
1998
2000
2004
2005
2008
2010
2013
2014
2016
2017
2018
2007
2006
GOOGLE LAUNCHES SWIS
GMB INVENTORY
46. Your location shows up in GMB, when someone Googles
the name of a product in your inventory!
47. Why? To shift to Local
Buying Intent
Shopping habits are changing.
Have you noticed?
97%
75%
97% of consumers search online to find local businesses.
Over 75% of consumers will turn to Google first to
help them make these decisions.
Google calls these “micro moments,” slivers of time when
consumers’ buying intent is at an all time high.
49. Visibility EVERYWHERE Google puts photos
Top advertising space for free.
Free Promotion of all SKUs
Prime Advert Space
1998
2000
2004
2005
2008
2010
2013
2014
2016
2017
2020
2007
2006
GOOGLE EXPANDS SWIS TO
SURFACES ACROSS GOOGLE
50. Simply link your inventory to GMB with SWIS and
Surfaces spreads your inventory automatically to:
Popular Products
Google Search
Google Images
Google Shopping
Google Maps
Google Lens
56. I’m about to show you the 2 ways to
win with this info.
Before we talk about how to win, remember
how customers buy.
57. Every consumer buying decision follows a
predictable course.
At each milestone, businesses have a chance to
influence the path.
Let’s examine more
closely.
PATH TO PURCHASE
69. Here’s where you cross
the consumer path and
it’s all reported in the
LOCAL AUTHORITY
score.
Micromoment Be in the GMB 3-pack
Put your inventory on Google
Get found Organic Search Results
Present Ads
1
Discovery
Have compelling Listing
Profiles (GMB photos, posts)
Offer social proof/reviews,
tantalizing education, Q&A,
simple CTAs.
2
Choice
Buy Now, Call, Driving
Directions, Make
Appointment, Others
4Actions
MMS
Email
Ads
5 Connections
3 Influence
GMB products, services, menus
Website & landing page optimization
Make your Compelling Offer
71. GMB OPTIMISATION SET-UP
KNOWLEDGE IS POWER
Business Name
Choose Proper Categories (Up to 10)
Set Service areas (if SAB)
Hours (+ Special Hours/Holidays)
Phone Numbers (with tracking)
Profile Short Name
Main Website URL (with UTM tracking parameters)
Contact Website URL (with UTM tracking parameters)
Products Category Entries
Services Category Entries
Highlights (attributes)
Business Description
Opening Date
Initial Photos/Videos
Review/Add Users
Create GMB Q&A
Submit to Directory Aggregators
Submit to Industry Specific Directories
Initial Profile Alignment
72. As Submitted
Weekly
Monthly
Website
Annually
Respond to new questions
Respond to new reviews
GMB Posts
Add more photos
Send out review requests from customers
Check for spam listings
Review data and rankings for the past month
Location and keyword are in the page Title
Meta Description has keyword/categories and has call to action
Main GMB categories are in page
Images have alt tags with keywords
Create specific page for each service/product offered
Duplicate Suppression
Data Aggregators
ONGOING OPTIMISATION
TASKS
AUTOMATION IS LEVERAGE
73. OUR MARKETING
OFFERING
GMB Optimization
Social Media Management
Reputation Management
SEO- technical, on-page, off-page
Web Development
Ad Management
Content Creation
Training
We focus on Local SEO services
and work with your existing
webmaster for any changes
required on your website.
We also work with 3rd parties for
specialist areas like social media
management, online advertising
or training.
74. Set Up Visibility (off-site) Credibility (off-site)
Keyword Research Citations Review Management
Competitor Analysis Photo/Video - Review site setup
Website Structure - sizing - Review monitoring
Website Content - alt-tagging - Review promotion
Schema Mark-up - geo-tagging - Review promotion/amplification
Monthly Reports
- Ranking Content Services Consistency checks
- Citation volume and consistency - Google posts Press Release distribution
- Reviews - Q&A management
- GMB Insights - SEO optimisation for website
- GMB Competitive Ranking - Blogs
- Google Analytics - Blog promotion/amplification
- Social Media Analytics
GMB OPTIMISATION SERVICES
Call 01485 205009 or email
sales@mylocal.org.uk to
discuss your requirements.