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Social Media Marketing and Local SEO News
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The most efficient way for multi-location retailers to capitalize on the new Path To Purchase is by adopting a local organic search strategy along with localizing local store web pages and YouTube videos. When used together, they will drive traffic to the retailers locations by providing customers with a clear route to their local store.
FITDM’S checklist for ranking at the top of Google Search for local businesses
- Business directories – Google looks to dozens of directories like Yellow Pages and uses these listings to verify your business identity and will penalize it for inconsistencies. This is also a source of authority for the local business and Google uses this in their ranking algorithm.
- Website local pages optimization – Each local store page needs unique title tags and and content optimized with local search keywords. The local page should show the community that you are the authority for your product or service with photos, articles and videos.
- Link building – For local SEO, you need local links to rank well with Google otherwise Google will assume you are not active in the local community.
- Google my business optimization – Google likes to see a fully optimized MyBusiness/Google+ page as follows: Verification, Content Optimization, Image Optimization, Video Optimization, Reviews Strategy, Posts Strategy
- YouTube – Google is the #1 search engine followed by YouTube and Google owns YouTube so having even one video posted on the site and optimizing it with local keywords can significantly increase your chances of getting found when people search on Google. Google knows it is not easy to create videos so they give videos preference in page rank.
WHY VIDEO WORKS –Today, your customer wants to get to know you before they buy from you, and video is just like being there.
The thumbnail of your video appears in search and it outshines any other content on the page including paid advertisements!
Your video will grab the consumer’s attention and they will click on the video to watch, or sometimes they will just CALL YOU immediately because you HAVE A VIDEO.
These days virtually everyone has a smartphone and they are being used by consumers more than ever to connect to the brands and products they like and buy. Consumers are using Google and social media to research everything from where to eat to how to get to their local stores. Mediums like radio and direct marketing scale easily, and do still work, but without an integrated digital strategy to support them your marketing campaign will not be complete and you will be losing many customers while they are conducting their local search.
Turning to our smartphones when we need something — a forgotten word, a better price, a movie time — has become a reflex, according to Matt Lawson, director of search ads marketing at Google. In a new article on Think with Google, Lawson says, “We want things right, and we want things right away. As a result, the consumer journey looks markedly different than it did just five years ago. Instead of a few moments of truth, it’s a series of ‘micro-moments‘ when we turn to mobile to act on a need.”
To see how widespread these micro-moments are, Lawson analyzed Google data and conducted online surveys, exploring the behavior from a number of angles. He focused on I-want-to-go or buy moments — searches specific to location when users are trying to find something nearby.
Now when a customer hears an ad or views a direct mail piece, they run to phones and go to websites, social media, review sites and Google to conduct research. This is a natural follow up activity to traditional ad exposure. You can spend thousands of dollars on a campaign, but if customers can’t find your nearest location in a Google search they’ll fall right out of the path to purchase and directly into a competitor’s shop.