February 23, 2010 in Blog, Search Engine Marketing by Patrick McNulty

Factors That Make Up Local Search Rankings

In a survey assessing the factors that make up local search rankings, participants were asked to rate the importance of 49 criteria with respect to their influence on rankings in the Google and Yahoo Local “Universal” search algorithms (those that drive the 10-pack, 3-pack, and authoritative onebox search results; NOT the standard organic algorithms)

Some key take-aways include:

- Local search algorithms are not perfect and it’s anyone’s educated guess as to what ranks in most importance (similar to SEO theories)
- Important factors include: Verified listing, proper categories, KEYWORDS in title and listing and citations from major data providers
- While search engines somewhat forcefully make sure your business is shown only in the city where your address is, NOT YOUR SERVICE AREA, it is possible to slightly ‘game’ the results into using a PO BOX close to the centroid

It will be interesting to keep an eye on local search results for small business, especially as mobile becomes an even larger factor in how consumers research and purchase locally.

February 20, 2010 in Blog, Social Media by admin

My-My-MySpace Generation

Today I was reading a quick article that says “MySpace generation happier to talk online than in real life“. That’s great news for businesses that already integrate many online solutions for their customers but bad news for slow adopters. We already know that the longer we take to get online, the more opportunities we miss out, and beyond that the harder it will be to break out online.

The younger generation is eager to talk, learn, and buy online so help the customer purchase through you by giving them what they want. When you create a website it is very important to keep that in mind, don’t make your customers call a number, give them the option to fill out a contact us form, give them an email address, they are quick and easy for the end user and allow them to become a buyer on terms they are comfortable with. Phone numbers will always get you calls too, but not using your email is effectively blocking off an entire generation of eager buyers.

February 18, 2010 in Blog by Patrick McNulty

Small Business Seminar on February 24th, 2010

From websites to YellowPages.com and Paid Search with Google AdWords, people are using the web in a variety of ways to buy products and services. Your customer are online, are you engaging them on the web?

Berry, your Local Leads ExpertSM, will give you the latest strategies to promote your business online with our seminar and simplify it with our comprehensive, ROI-driven solutions. We will show you how to successfully gain leads online – not just any leads, but qualified LOCAL leads!

In this seminar, we will cover such topics as:
* Websites – The importance of an online business foundation
* Online Directories & Local Search
* Paid Search on Google, Yahoo & Bing
* Online Video & Engagement Objects
* Social Media Strategies for the small business

We will provide you a FREE DIGITAL CONSULTATION with one of our digital media consultants. As a bonus, if you sign-up at the event for our digital solutions including a Website, YellowPages.com or Online Video Solution, we will give you the first 3-months FREE*!

Sign-up Here

Contact Information:
Patrick McNulty
The Berry Company, Digital Sales Manager
585.272.2946
RLL@TheBerryCompany.com

February 16, 2010 in Blog, Social Media by Patrick McNulty

Social Media Strategy in 3-Steps

Hugh MacLeod of Gaping Void sums up social media strategy. The key take-away here is not to figure out how you drive sales from social media, but rather, how do I increase buzz from social media (which could eventually lead to sales)….

1.Figure out what your gift is, and give it to them on a regular basis

2.Make sure it’s received as a real gift, not as an advertising message

3.Figure out exactly what it is that your trail of breadcrumbs leads back to

Gaping Void has an end goal in sight, sell more books or art prints – but he doesn’t come out and say “Buy my books!”.  He knows people will ‘follow the breadcrumbs’ back to his products for any number of reasons because he has been transparent with them from the beginning.

February 16, 2010 in Blog, Search Engine Marketing by Patrick McNulty

Search Engines Catering to Local Business

This article from Search Engine Land points out that Google is catering to small businesses by showing locally focused results more often.  While the author goes on to mention how this will negatively effect traffic to multinational corporate website, this continual algorithm tweak will greatly benefit the the Small to Mid-size business.  This means the SMB will continue to rank higher for local searchers than the massive conglomerates, giving you the upper hand in targeted, local searches.

In a similar arena, Google’s Local Business Center is beta testing a new service to feature local business.   Advertisers pay a flat fee, nearly $30/mo to “stand out” amongst their local competition.  This is a curious attempt from Google to blur the lines of organic and paid listing and I’m waiting to see how this pans out – what happens when everyone has a yellow tag!?