Category: How To Guides: Local Marketing

How does Yelp’s review solicitation penalty work?

Back in November of 2017, Yelp announced it would start issuing penalties for businesses that solicit reviews. Yelp said: “Now, we are also demoting business pages in Yelp search results that show indicators of organized review solicitation through reputation management...

/ June 15, 2018

Searcher intent: The secret ingredient behind successful content development

Google’s goal is to satisfy a searcher’s intent. When a user finds what they’re looking for after clicking on an organic search result, that’s a success. Sounds easy enough, but things get complicated when there are multiple results that may...

/ May 2, 2018

Hooray! Google My Business descriptions are back

Google My Business (GMB) recently brought back the business description field, which has caused those of us working in the local search industry to say “hooray” and raise eyebrows. Here are a few things you should know about the description...

/ May 1, 2018

Why we need to fight fake reviews

I have a growing concern about fake online content. Last year, I wrote an article about eight different types of fake content and how the epidemic would hurt local search. It seems the problem is continuing to get worse, much worse....

/ April 2, 2018

SEO for multi-language websites: How to speak your customers’ language

In my previous column, I took a look at the options, intricacies and best practices for international SEO. In this article, I want to build on those lessons and detail how to tackle multilingual websites. As with international search engine...

/ April 2, 2018

6 smart e-commerce lessons to boost local business

E-commerce and local search might seem to be exclusive functions. Local search is typically associated with store locations and driving offline purchases, while e-commerce usually involves online transactions. But recently the crowded e-commerce space has led online-only stores to encroach...

/ February 28, 2018

A tale of two GoFundMe’s: Why centralized local sponsorship campaigns matter for multilocation brands

To enterprise brand managers, “sponsorships” may mean contracts with professional sports teams or national radio shows. But local nonprofits and events are the 99 percent of the sponsorship world. They connect with locals in metro-specific markets, and they’re a channel...

/ December 27, 2017

How to scale local events

There’s no universal tool for finding local events. Many a startup has tried and failed, and now, Facebook and Google are competing to be the go-to app for “what’s happening around town.” For consumers, Facebook Events seem to be pulling...

/ November 1, 2017