Channel: Local

How does it all work?

If your business sells internationally, then your search engine optimization (SEO) efforts need to operate around the world, and international SEO can be complicated. Multiple countries, multiple languages, and often, multiple languages within a given country. It’s easy to get tied up in knots. And even easier to confuse a search engine and create a number of typical SEO issues like duplicate content. Fortunately, good international SEO is achievable; it just needs...

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How do you optimize content for a voice-first world?

For years, the use of voice search and voice assistants to answer questions has been on the rise. According to Google, 20 percent of all mobile search queries are voice search, and that number will only go up. Voice recognition technology is getting better and better: Google’s technology is now 95 percent accurate. Yet for most SEO professionals, not much has changed in the way they optimize content for this new way...

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Hyperlocal news, Nextdoor competitor or both?

Google is testing a new local service called Bulletin. The company describes it as a “lightweight app for telling a story by capturing photos, video clips and text right from your phone, published straight to the web.” It’s currently only available in Nashville, Tennessee, and Oakland, California. Google envisions this as a way to contribute “hyperlocal stories about your community, for your community, right from your phone.” Google puts emphasis on...

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Negative reviews from ex-employees are finally against Google’s guidelines

I hear complaints from business owners and marketers all the time that the Google My Business guidelines are often ambiguous, and I tend to agree. It can be easy to read a guideline and interpret it incorrectly. I have learned that the key to understanding the guidelines is through time and experience. Seeing what Google will and will not act on can provide insight into what things they really care about,...

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Google again showing third-party reviews in local results

Google is integrating third-party reviews into the Knowledge Graph for hotels. It apparently has been happening since 2016 and is entirely opt-in for the provider. Google works directly with the third-party review source (e.g., TripAdvisor) to integrate the content. In the example below, TripAdvisor reviews for Southern California hotel Terranea are available under the “view Google reviews” link in the Knowledge Panel. Google got into trouble roughly seven years ago for “scraping” and...

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How independent reviews influence Google’s trust in your brand

Search Engine Land columnist Kevin Lee recently wrote a post about the prevalence of fake reviews, how they are damaging consumer trust and why it’s a bad move with permanent repercussions to attempt to use them yourself. The reason for this growing problem is that online reviews have tremendous influence over the purchasing decisions of consumers, as well as the performance of brands in the search engines. Luckily, many major review...

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Google brings local lead generation to Google Assistant and Google Home

Google is bringing new forms of local search to the Google Assistant and Google Home. The company announced it’s working with local home service providers “like HomeAdvisor and Porch.” On any platform where Google Assistant is available, users will be able to ask for contractors (e.g., “Ok Google find me a plumber”). That initiates a structured interaction which generates a lead or contact with a local service provider. In the case of IAC-owned HomeAdvisor, which...

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Google’s new #SmallThanks Hub automatically creates digital & printed marketing assets for SMBs

In a move to help SMBs — as well as drive up its verified business listings — Google has launched #SmallThanks Hub, an online resource that creates customized digital marketing content and printed materials based on Google reviews. “Simply search for your business name on the site, and we’ll automatically create posters, social media posts, window clings, stickers and more — based on the reviews and local love from your customers...

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Where to go next with your Google My Business listing

When it comes to digital marketing and search engine optimization, the devil is truly in the details. Seemingly trivial choices can have a dramatic effect on your web presence and search visibility, and nowhere is that more evident than in Google My Business (GMB). GMB optimization has quickly become something of a cottage industry within the broader scope of SEO. By now, you’ve probably heard all about the importance of keeping...

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Removal of hotel review reporting rape creates crisis of confidence for TripAdvisor content

Earlier this year, TripAdvisor removed critical reviews and negative posts about health and safety problems, including sexual assault, at a number of Mexican resorts and hotels. These were first-person accounts designed to be warnings to other travelers. A USA Today-affiliated paper investigated and uncovered the questionable conduct on the part of TripAdvisor, which has offered various explanations for why the content was removed. Now, after being embarrassed by negative publicity, TripAdvisor...

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