Google has published one of the most comprehensive explanations yet of their featured snippets in a post on the search blog. Featured snippets, in short, are the quick direct answers you see at the top of the Google search results page that appear in response to some search queries. In this blog post, Google explains what featured snippets are, the various user interfaces and treatments you can get from these featured snippets and how they interact with desktop, mobile and voice search results. Google says featured snippets are important for mobile search and with voice-activated digital assistants. Google said “in these cases, the traditional ’10 blue links’ format doesn’t work as well, making featured snippets an especially useful format.” Google added that they will “continue to show regular listings in response to searches along with featured snippets.” That is “because featured snippets aren’t meant as a sole source of information…. …they’re part of an overall set of results we provide, giving people information from a wide range of sources,” Google added. Here are some of the screen shots of normal featured snippets that Google may show to searchers on desktop or mobile: In addition, those suggested video clips, which jump directly into a video result, are also a form of featured snippets. Google said they “recently launched” this experience, but it has been live for at least the past several months: Those who use Google Assistant or Google Home devices can access their full search results later, when they get to their mobile phone, within the Google Home app. In the post, Google explains that their featured snippets are not perfect — acknowledging cases of inaccurate or insensitive information, people trying to vandalize the results and spam issues. Google admits they have more work to do and will continue to improve these results over time. As evidence, Google points to their voice quality raters guidelines and those efforts to improve the quality of those results. Google shared how they may explore showing more featured snippet results to offer more diversity, in the form of adding a “more results” link under a featured snippet: Or featured snippet tags, to refine the query: Or showing more options to your question with multiple featured snippet boxes right away in the search results: “There are often legitimate diverse perspectives offered by publishers, and we want to provide users visibility and access into those perspectives from multiple sources,” said Matthew Gray, a Google software engineer. We’ve covered time and time again how featured snippets sometimes get it wrong. Google asks that you submit feedback using the “Feedback” link found within the featured snippets so that the company can continue to make improvements over time. The post Google publishes comprehensive guide to featured snippets appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2DOeVWG
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Taking your brand to an international stage is exciting. You reach untapped audiences and expose your brand, product and services to a global market! But with every great opportunity come challenges, and a global presence means time and resources must be dedicated to understanding new buying habits, laws, and, of course, online behaviors. Today, search results are more and more personalized, and they vary by country, even if browsers, devices and search terms remain the same. With the search engines constantly changing and evolving, what happens when you add the international component to your website? Before you kick off a global campaign, it’s important to develop a marketing strategy with a local audience in mind. Consider the following four points on how to best engage your target audience, bridge cultural differences and successfully promote your brand globally. Become familiar with regional laws & regulationsWhen you market to a global audience, your brand should be aware of all regional regulations on specific products, advertising and sales tactics. A thorough understanding of tax, customs and corporate laws is essential, as these laws can be decisive factors in determining if the expansion is worth the cost. In many regions, advertising specific products is subject to approval by the government or various governing bodies. For example, in many countries, pharmaceutical ads must be approved by health bureaus. In the United States, competition is encouraged, but there are very strict principles in place for competitive messaging. Wireless providers will often describe themselves as having the best service and coverage across the states. Due to the misleading sales tactics, this isn’t common or even permissible in other countries. Offering a sale or sweepstakes? There is a high likelihood it is different across borders. Make sure your sales and promotions tactics don’t conflict with the nation’s laws before running them. Same goes for your actual product line. When you’re selling products to an international audience, those products are subject to developmental regulations concerning safety, materials, performance and sizing. Create a global-friendly websiteThere are a few steps to properly optimize your site design for ultimate flexibility for global visitation. There are several considerations when developing an international website, but these few considerations are imperative:
Customize SEO strategiesTaking your search engine marketing strategies international is a mixture of the right search engines, understanding keywords and localizing your content. Discover which search engines are used in the markets you’re going to target. In the United States, we know Google, Bing and Yahoo to be the top search engines. Globally, however, this is very different. Often, other countries use more localized search engines, as English-language based search engines do not always work as well for niche, cultural content. It’s important to work with native speakers with expertise in search marketing to develop content and optimize your website. This local connection will allow you to discover the best native keywords that should be associated with your site and its corresponding content. Don’t serve second-rate content to your international audiences on your website or through social media; localize your messaging for each market you serve. Understand new culturesWhen you’re looking to expand globally, it is important to become familiar with the local audience. Consider working alongside a local professional. The hands-on experience will take you farther than reading books and reports. By getting to know other cultures and respecting their customs, you will have an easier time expanding your message globally. Before you understand a new culture, it is crucial to improve cross-cultural competency and understand the cultural or operational barrier to marketing success. Having your content and marketing message translated is a good start, but having translated content in place is not enough. Understanding the culture and its norms can have a significant impact on the perception an audience has of your brand. Final thoughtsWhen expanding your business into global markets, your goal is to broaden your exposure and make it easy for an international audience to find your website. By understanding new cultures and tweaking your search engine marketing, site design and social media outreach, you will pave the way to successful international marketing. The post What to get right before launching a global business appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2nrvKQn Every time I conduct an in-house survey and ask my linking team, “What do you think is the hardest part of your job,” they answer, “The discovery process!” Just to clarify, when they say “discovery,” they are referring to the process of finding new sites to contact for a link. They are right; it is one of the hardest aspects of link building. I feel their pain. When I am building links, I can go through 10 search engine results pages (SERPs) and not find a single website I think is worth reaching out to. Sometimes I get lucky and find five in the top 20 results, but overall, it is getting harder and harder to find good prospects. Coming up with ways to find new sites is tough, my link builders complain all the time. They brainstorm as a team, but I wonder what solo practitioners do? If you work on your own, how do you keep the creative juices going and dream up new angles for finding prospects? Here are a handful of ways to channel your inner explorer and find quality link-building prospects. Ideas from the clientIt is rare to have clients who don’t know which keywords they view as significant. We can conduct keyword research for them, but they usually have this information, plus industry jargon, so we use their primary keywords as a starting point for discovery. When you start the research process, it’s good to have everything written down. Use any system you’re comfortable with. I’m loyal to Evernote. I have a master “note” for each client where I list all the information they give me. When I get stuck during the discovery process, the first thing I do is re-read the entire note and ask a few questions: 1. What are some keywords you rank for but don’t seem to convert? 2. What are some keywords you aren’t highlighting in existing content? 3. What keywords do a few of your employees think are valuable for you? I add these “new” words into my notes, list them as secondary keywords and add a handful of quick thoughts so I now have a good list of basic information and terminology to research. Here is a typical brainstorm list I create: Don’t forget all your modifiers — normal terms plus words you think might be a little crazy. We have a few employees who use mild curse words in their search strings with great results! Ask very specific questions when you are searching, enter incorrect statements and then compare and contrast, like this:
I would add these searches into my discovery sources and then head to my tools and resources to help with the next step. Helpful toolsOver the years, I have refined my research process and now only use a handful of tools during the discovery phase. Link Prospector from Citation Labs is the main tool I use when prospecting. I used to be very anti-tools for the discovery process, preferring to search manually, but my team and I feel using Link Prospector speeds things up, so we use it. The tool also lists sites you may have missed when searching by hand. I tend to only look at the top 10 results when searching manually, but Link Prospector digs much deeper and brings back more opportunities, which is extremely helpful. You can customize your report in various ways, filter the final version and export whatever you like. I tend to export paths rather than the domains and then sort the spreadsheet by different variables, looking at the higher-rated results first. I also use Google Alerts and Talkwalker Alerts in the discovery process and find I get different results from each. Since they are free, I recommend you use both and set alerts for your brand, URL, your primary keywords and anything else you think might be helpful. If you aren’t using alerts, you may be missing out on discovery potential, content ideas and taking advantage of unlinked mentions of your brand. Using social media for discoveryWhen it comes to social media, I am a Twitter fan and look for link-building prospects here over most other social networks. We have gotten some great links by searching bios on Twitter. There are commercial tools for this, such as Followerwonk, but I use Twitter’s advanced search feature the most. It is easy to use and brings back conversations using your keywords. Using search engines other than GoogleGoogle is not the only search engine in town, and I urge you to use Bing and DuckDuckGo when researching for link prospects. When you find a site you want to use in your link-building campaign, be sure it’s indexed in Google. If it’s not, that could be a bad sign. Competitive analysisI don’t usually mine competitors’ backlinks. I’d rather find fresh sources than copy someone else. Even if you feel the way I do about copying competitors, looking at a competitor’s backlinks can be helpful when developing discovery ideas and strategies. Discovery tipsHere are some of my top prospecting tips:
Keep moving forward while glancing backIt is easy to get frustrated when looking for link prospects, but don’t give up! Find a number of tools you are comfortable with. I really love Evernote since it keeps me organized and helps me stay focused. Search results change daily, and for a link builder, that’s a good thing because anything “new” might turn into an opportunity — we just have to find it! The post Channel your inner explorer to find link-building prospects appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2DZh8C0
Take your mind back to the early days of your first job outside of college, or back to those first few heady days at your current job. Where did you think you’d be five or ten years from then? Is the reality of the corporate world different to what you’d […]
via Lawrence Tam http://ift.tt/2rPyDzL I’m pretty happy with my current writing process. Once you’ve accepted that you don’t need to convince anyone that your creative job is actually work, you’re free to focus on optimizing the processes that allow you to produce creativity on demand. And that’s exactly what I’m up to right now … although my creative process The post How to Schedule Time for an Imaginative Process, Rather Than an Exact Task appeared first on Copyblogger. via Copyblogger http://ift.tt/2GuGdTW Google has used links to determine the authority of websites since its early days: the idea of webpages casting “votes” for other pages by linking to them is at the core of the PageRank algorithm. This led to the rise of numerous manipulative link tactics. Google reacted with the Penguin update and manual penalties; link schemes evolved to outsmart the algorithm. New Penguin updates followed. The story went on for years, until it no longer made sense. First, publishers started to associate links with a risk of getting penalized. Today, many of them (think Wikipedia, The Next Web, Entrepreneur, Forbes and numerous others) simply nofollow outgoing links: They don’t want to be seen as “endorsing” every site they link to or even contemplate what the algorithm might make of it. They’re playing it safe, and you can’t blame them. But what good is the system if the biggest players stop casting their votes? Second, the internet is changing. PageRank’s idea of the web being a graph of pages connected by hyperlinks, which represent relationships between these pages in a very limited, binary way (link = trust; lack of link = lack of trust), is somewhat outdated. The web today is so much more than links and pages — it’s a full-blown ecosystem where relationships can be expressed in a million ways. Unlinked brand mentions and the sentiment behind them may be the timely replacement for a site authority signal the internet needs. In this post, we’ll take a look at how unlinked mentions may be used by search engines for ranking and how you can track and amplify these mentions to boost your SERP presence with a web monitoring tool like Awario. The evidenceSo what makes us think search engines use linkless mentions for ranking? 1. Google and Bing have said it Google Webmaster Trends Analyst Gary Illyes mentioned in his keynote at Brighton SEO in September 2017: “If you publish high-quality content that is highly cited on the internet — and I’m not talking about just links, but also mentions on social networks and people talking about your branding, crap like that. Then you are doing great.” Duane Forrester, formerly senior product manager at Bing, pointed out at SMX West 2016 that unlinked mentions can be as strong a signal as backlinks, confirming that search engines can easily identify mentions and use them to determine site authority: “Years ago, Bing figured out context and sentiment of tone, and how to associate mentions without a link. As the volume grows and trustworthiness of this mention is known, you’ll get a bump in rankings as a trial.” 2. Google’s patents have said it Google’s Panda patent (covered extensively by Bill Slawski here) also refers to mentions, aka “implied links,” as a signal that could be equal in weight to the good old backlinks: “The system determines a count of independent links for the group (step 302). […] Links for the group can include express links, implied links, or both. […] An implied link is a reference to a target resource, e.g., a citation to the target resource, which is included in a source resource but is not an express link to the target resource. Thus, a resource in the group can be the target of an implied link without a user being able to navigate to the resource by following the implied link.” 3. Google’s Search Quality Guidelines have said it Search Quality Guidelines is a document used by Google’s quality evaluators who rate web pages in SERPs; based on the ratings, Google develops changes to their ranking algorithm. From these guidelines, we know that reputation (aka the public opinion about a brand) matters for rankings. “For Page Quality rating, you must also look for outside, independent reputation information about the website. When the website says one thing about itself, but reputable external sources disagree with what the website says, trust the external sources.” 4. It helps Google tell the good from the bad A few years ago, negative reputation could actually help some not-so-conscientious online merchants rank in Google, as bad reviews generated links and buzz around the brand. But when stories like this hit The New York Times, things weren’t funny anymore. In response to that story, Google incorporated an algorithmic solution to down-rank merchants that provide poor user experience. Not surprisingly, Google won’t say exactly how the solution works. One thing they did mention is their “world-class sentiment analysis system,” though it’s not completely clear whether it’s being used in the algorithm. What does this mean for your SEO strategy?The bad news is, you’ve got one more thing to track and optimize. The good news is that mentions are much easier to get than dofollow links and will likely pay off equally well. The even better news? If you already have a link-building strategy that’s working for you, you can continue using it to win mentions and stop stressing about publishers nofollowing your links (or not linking to you at all). Here are two things to include in your SEO strategy in 2018. 1. Track brand mentions In addition to a backlink checker, you’ll need a monitoring tool to find mentions of your brand and product across the web. Mind that a lot of apps only look for mentions on social media, so make sure the one you choose is good at digging up mentions that come from around the web (think review platforms, forums, blogs and news sites). Awario, with its own web crawler, is really good at this. You can sign up for a free 14-day trial here. To get started, simply create an alert for your brand (if you’d like to track backlinks alongside, create a separate alert for your website URL). You’ll see your feed populate with mentions in a few minutes. From there, use Awario’s Reach metric to see the authority of every resource that mentions you, be it a website or social media user. You can sort your mentions by Reach to see the most influential posts first. On top of that, Awario has a sentiment analysis system, so you can quickly see the sentiment behind every mention, filter mentions to react to the negative ones quicker and, most importantly, aggregate the data to see which sentiment dominates your brand’s mentions (sentiment is used by Bing and likely Google, remember?). To do this, jump to the Dashboard module and examine the sentiment graph to make sure you’re doing well with your reputation. You can click on any point on the graph to see the positive or negative mentions from any day. Keep an eye on how your mentions and their Reach grow and how the overall sentiment of the buzz around your brand changes. 2. Keep growing your mentions Link building isn’t just about links anymore. A lot of the same principles apply to building unlinked brand mentions, and there are also new, exciting tactics to try. Here are a few to get you started.
One last thingLinks aren’t obsolete yet. They still matter, but the amount of buzz around your brand and its sentiment is no less important. And if you think about it, it makes sense. You want people to be talking about your business and saying good things about it. Is it any wonder search engines are putting this “buzz” into a quantitative metric so they can give searchers the results other people trust and love? The post How to use brand mentions for SEO, or the linkless future of link building appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2rMsUe6 Bing is launching Audience Segmentation reporting to give advertisers detailed insights about how their search audiences are performing. The new feature also makes it easy to compare audiences against non-targeted users. The new feature applies to Remarketing in Paid Search, as well as In-market Audiences and Custom Audiences, both of which are in pilot. Advertisers can see audience data by Audience Category or Audience Name from the Segment tab on six areas in the web interface: Account summary, Campaigns, Ad Groups, Ads, Keywords and Ad Extensions. For example, advertisers targeting In-Market audiences in their campaigns can see the performance of each audience benchmarked against users who aren’t being targeted in an audience segment. Looking at data split by Audience Category at the ad group level, for example, advertisers will be able to quickly analyze performance by audience targeting type and compare to those not targeted in “Users not in advanced segments,” as shown in the screen shot below. Advertisers can then drill down further to see the performance of individual lists by choosing to segment by Audience Name. With this information, advertisers can make changes to their audience bid modifiers. Note that Bing Ads now recommends advertisers set a +15 percent bid modifier on remarketing audiences and +20 percent for in-market audiences based on its own internal analysis comparing the performance of those audiences to non-target audiences. Audience Segmentation is available going back to January 5, 2018; more historical data can be accessed through the existing audience reports from the Reports menu option. This has been high on the list of requests, and I think users will really like the way this has been executed. It surfaces the data in a format that isn’t currently available in AdWords or Facebook Ads. Bing Ads’ Audience Segmentation is now rolling out globally. All users will have access by early February, according to Bing. The post Bing Ads’ new Audience Segmentation feature makes list performance comparisons a breeze appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2rU14Nf Overall, in Q4 2017, search ad click volume growth slowed by 9 percent as the average cost per click (CPC) increased 14 percent. Spend rose 24 percent year over year. Engagement and conversion performance from search ads improved, however, and clicks from phones accounted for 50 percent of all clicks for the first time. Those are among the findings reported in Merkle’s Q4 2017 Digital Marketing Report. These search ad trends are consistent with the Q4 performance trends reported by Marin Software last week. Google ad spend growth slowed slightly from Q3Spending on Google search ads increased 23 percent overall year over year in Q4 2017. Retail and consumer goods spending on search ads rose 24 percent during the holiday season, according to Merkle’s Q4 2017 Digital Marketing Report. That growth in search ad spend is actually a slight deceleration from Q3. Search spend jumped 38 percent on mobile and 21 percent on desktop. Click volume growth slowed sharply to 8 percent. Brand queries drove Google CPCs higher in Q4, with a year-over-year increase of 23 percent — after falling 13 percent after Google implemented a change to Ad Rank thresholds. Additionally, non-brand text ad bid minimums for the first page of results rose by as much as 23 percent year over year in Q4. Merkle says that minimum bids for non-brand ads were flat throughout Q4 2016. Audience targeting — Customer Match, Similar Audiences and RLSA — accounted for 30 percent of Google search ad clicks in Q4, up 10 percent from the previous year. Non-brand text ad spend growth slowed from 20 percent in Q3 to 12 percent in Q4; however, conversion rates and sales per click improved. In a related area, Merkle cites a decline in non-brand traffic from Google search partners, which tend to drive lower cost but lower quality traffic. The traffic quality improvements from Google search ads are reflected in the value of non-brand clicks. Desktop revenue per click (RPC) rose nearly 20 percent from the previous year in Q4. Phone RPC increased 12 percent year over year. The exception was non-brand tablet traffic, which represents a smaller share of overall clicks. Bing Ads & Yahoo Gemini see Q4 spend surgeAcross the Bing and Yahoo search networks, search spend bounced up 32 percent year over year, while click volume growth increased from just 1 percent in Q3 to 14 percent in Q4. CPCs were up 15 percent year over year in Q4 compared to just 5 percent in Q3. Merkle says the increases were largely due to advertisers focusing more on non-brand ads, which have higher CPCs than brand. Shopping ad growth trends keep going up for Google & BingSpending on Google Shopping continues to grow faster than spending on text ads among retailers. Google Shopping spend increased 32 percent compared to a steady 15 percent for text ads year over year in Q4. Among Merkle retail clients, Google Shopping accounted for 55 percent of Google search ads clicks in the US and 58 percent in the UK. Local Inventory Ad share also continued to rise on mobile, generating 11 percent of mobile Shopping ad clicks in Q4, up from 7 percent the prior year. Bing Product Ads also saw spend increases in Q4, driven (surprisingly) by mobile traffic, which increased sevenfold year over year and nearly doubled from Q3. Bing Product ads spend rose 62 percent, while CPCs fell 11 percent, largely as a result of the increase in mobile clicks. Product ads accounted for 25 percent of Bing search ad clicks overall and 41 percent of non-brand ad clicks among retailer clients in Q4. The full report can be downloaded here (registration required). The post Merkle Q4 2017: Search ad click growth fell, ad spend rose 23% across Google, Bing, Yahoo appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2DJtpam Customer loyalty is often overlooked in local search. The thinking is that people are searching for new places to shop or for things they don’t know about already. If they were a regular or loyal customer, they wouldn’t need to search. But that’s not entirely true. Due to the “Google effect” or digital amnesia, consumers process information differently today. We’ve become so inundated with information we have adjusted to relying on search outlets like Google to find information instead of remembering the actual content. For example, instead of recalling the name of the coffee shop I enjoyed the last time I visited Washington, D.C., I remembered that it was near the train station. Once I pulled up search results for coffee shops on Google Maps, the choices of names and locations triggered my memory. Loyalty in local search is about being top of mind when choices need to be made and friends ask for recommendations. Below are six ways to build customer loyalty and drive traffic to your local search results. 1. The social value of loyaltySocial media’s impact on local search is growing incredibly fast, and I am seeing it play out on my own Facebook news feed. Here are two posts from the last few weeks seeking recommendations for plumbers, lawyers and restaurants: Friends seeking suggestions has become so popular that Facebook now offers an “Ask for Recommendations” option for those writing a post or updating their status. And in true local search form, the function asks for a location and shows any suggestions posted on a map. According to studies by Edelman, 87 percent of committed customers will recommend a brand through liking and sharing. Your loyal customers will respond to recommendation requests and put their reputation on the line for you if they like your brand. And they do so enthusiastically. The image above looking for recommendations garnered significantly more engagement through comments than typical posts. A friend who asked about restaurants received 87 comments — that is significant! The potential for such social media recommendations to disrupt traditional local search channels is huge. There’s an intrinsic value in the personal relationship and word-of-mouth recommendation the Google algorithm can never duplicate. Consumers trust their friends and can gauge deeper insight on a recommendation without reading a lengthy review based on what they know about that friend’s taste in relation to their own. Businesses likewise rate word-of-mouth the most effective marketing because of the trust factor and weight usually attributed to a personal recommendation. Facebook is extending the merit of word-of-mouth recommendations by proxy, too. When searching for businesses on Facebook, search results include a list of friends who have recommended the establishment. As this functionality grows and social media is increasingly used for local search, boosting customer loyalty will pay off in a big way. 2. Loyal customers are both your cheerleaders and your bodyguardsIt used to be that once you were found through a local search, you at least controlled the narrative from that point, as the search result would link to your website, ad or owned content. Today, that control has been wrestled away by consumers. Search results now show up on private Facebook newsfeeds seeking recommendations. Even a Google Knowledge card populated by information from a Google My Business (GMB) account can be hijacked by bad reviews. This is why loyal customers who actively engage online on behalf of a business they patronize are highly valuable. Studies have shown committed customers who recommend a brand presumably write positive reviews and will also defend a brand against criticism. I’ve seen this brand defense firsthand! A friend of mine was quite vocal recently after reading a negative review of a restaurant he liked on Facebook. He and other loyal customers spoke up and supported the restaurant. Whether it be on Facebook or Yelp, local businesses benefit when loyal customers share their views. 3. The core of loyaltyFor a local business, loyalty means being selected despite the customer having other local choices. This is especially helpful for small businesses but works for national brands as well. In the case of Chick-Fil-A, the brand has been so successful in getting diners to visit their stores no matter where they are, the company’s biggest challenge now is how to squeeze $5 million in sales out of a kitchen designed for $2 million. I see Chick-Fil-A’s success in building loyalty whenever I travel through the airport and find myself in a dining area with a Chick-Fil-A. There are always different eating options nearby, yet customers line up 30 deep and wait 15 to 20 minutes to order and receive their food. Brand loyalty travels with you, no matter what the wait! 4. The economics of loyaltyThe economic benefit of loyalty is not just the “per capita” increase in volume of business brought in by a return customer. Loyal customers cost less to convert, spend more when they do and upsell more frequently.
So, spending to retain customers and keep them coming back is a good investment. 5. Data intelligence from loyaltyData is key to understanding business performance and consumer behaviors. Getting data from repeat customers is easier and yields higher quality. Most customers who participate in loyalty programs voluntarily turn over personal information about themselves. Those programs provide an opportunity for the business to ask questions and get a deeper understanding of behaviors and preferences. And while loyalty programs seem to provide the most opportunity for capturing data, there are other less formal ways to do it, such as stored payment accounts or CRM databases tracked by phone or address. Once that type of information is incorporated into operations, it helps track valuable data, such as what actions are done by which customers, what products they purchase and what times they shop. Attribution of online marketing efforts to offline purchases can be captured. And the business can see the way those customers engage with it. This is all valuable data that will help provide better service and improve local search marketing. 6. Targeting improvements from loyaltyWhile there are a variety of uses for customer data, it’s the improved targeting capabilities that are key to local search marketing. The preferences of repeat customers help build profiles of your ideal and most valuable audience. Whether it be through a loyalty program or records of return customers, even some basic data can help narrow down your best audience and understand what works. For example, tracking the spending habits through your loyalty program can help identify young professional women on Pinterest to see if they are responding to local search marketing efforts. Your loyalty program can also be used to look for additional demographics and opportunities to target local advertising and promotions. A loyalty program can answer key questions and provide data for a targeting strategy developed from that information:
Ready to reexamine your strategy for engaging with loyal customers? Here are some simple tips to help you get started on building customer loyalty:
In closing, as control over local search listings and the content served in results becomes ever more diluted, reinforcing the relationship with your regular and loyal customers will help compensate for some of that loss. Loyal customers are great ambassadors for your business. The post Customer loyalty: A key ingredient for successful local search results appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2noPAeW Time’s running out for you to attend SMX® West. Register by Saturday and you’ll save a cool $300 on your All Access pass. Miss this chance and you’ll pay more next week for the exact same ticket. What are you waiting for? Register now! The most sophisticated SEO and SEM practitioners from across the country and around the world attend SMX West for unrivaled training and networking opportunities. Your All Access pass unlocks the same conference benefits tens of thousands of marketers have enjoyed over the last decade:
Register by Saturday and enjoy terrific savings:
Hurry up, Early Bird rates fly away for good this Saturday night! Psst… Want to send your squad? Save even more with our discounted team rates. Need approval to go? We’ve made it easy for you with this handy Get Your Boss On Board resource. Have some lingering questions? Email [email protected] or call (877) 242-5242 Monday through Friday, 9:00 a.m. to 5:00 p.m. ET. The post Book now for SMX West — Early Bird rates expire this week! appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2nlHvbJ |
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