Why consumer privacy is Google’s ace in the hole
Google's ad business changes mean that advertisers should prepare and tap into their first-party data to stay ahead.
Contributor
Adam Dorfman's latest articles
The 2020 holiday season is here: Get your digital house in order
Retailers that win the delivery wars will win the holidays.
The rise of reputation experience management
Reviews and ratings influence search rankings and customer acquisition. Here's how marketing and customer experience teams can work together to improve both SEO and customer outcomes.
How 9 major Google My Business updates in 2020 can help you rebound
A long road of recovery awaits but the good news is that your customers are paying attention to your GMBs so capitalize on that to help your business make it to the other side.
Is automotive a bellwether for Google My Business trends during COVID-19?
Compared automotive results with all others to find customers are actively interested in supporting businesses that share updates and respond to reviews.
When your Google My Business listing becomes your lifeline
During coronavirus, we see how GMB can be a business’s lifeline during a time of disruption. Here are some lessons learned.
The rise of customer review amplifiers
We live in a feedback economy so if resources and budget are limited, prioritize managing reviews on Google and Facebook.
Get ready for an even stronger Google in 2020
Brands need to monitor and respond to reviews to improve their online experience because customers will vote with their search behavior.
Businesses need to think differently about customer feedback data in 2020
Improving the customer experience and improve your business operationally means keeping up with the many ways customers communicate with you.
SMX Overtime: Managing your online business reviews
Product management expert Adam Dorfman answers questions from SMX East about asking for, and responding to, reviews on Google and Facebook.
How to level up from a Google My Business apprentice to a GMB master
Your business page is a dynamic asset so prioritize these updates to gain a distinct advantage over those that do not.
What does Google Maps ‘incognito mode’ mean for businesses?
Google is giving consumers more control to opt-out but likely priming the market for more ambitious advertising products in Maps.
How brick-and-mortar retailers can succeed on Amazon
Retailers need to view Amazon as a platform to not only sell more products but to build reputations as well.
When bad user-generated content happens to good businesses
Monitor and create a triage for how you’ll handle questionable UGC content including reviews, photos and Q&A forums with incorrect information about your business.
What do you do if Google My Business doesn’t understand your business?
Pop-up shops, mobile by design, are legitimate businesses but Google has no easy way to help you find them.
Nextdoor emerges as a location marketing destination
Claiming pages and managing your reputation with customer ratings and reviews on this hyperlocal platform calls for a closer look from local business.
Here’s how digital word of mouth and search have converged
Smart companies can shape their reputations and visibility with online word of mouth and careful attention to customer feedback.
Why DuckDuckGo matters
The growth of DuckDuckGo suggests users are in the market for a platform whose value proposition is built on protecting privacy.
Don’t give up on Google Posts
Since a GMB listing is a major local ranking factor for a business, keeping listings fresh with content improves findability in search.
Amazon product ads evolution: A harbinger of Amazon local advertising?
Whether or not you sell products on Amazon, understanding how the company is evolving its advertising products should be on your radar.
How Bing is enhancing search and apparently growing as a result
Sure, Google is still bigger, but contributor Adam Dorfman notes that Bing has been introducing significant innovations. Here's why the underdog search engine is worth another look.
Apple Maps takes a step in the right direction
Keep your business listings on Google Maps updated, says contributor Adam Dorfman -- and don't overlook doing the same on Apple Maps. Here's a look at the new and improved Apple Maps and its features.
Finally! The 800 million ways Facebook gets serious about local business
Contributor Adam Dorfman explains how to capitalize on the one-two punch of Facebook advertising and organic engagement through Marketplace, your own page and Facebook’s own advertising products.
Why entities may power the future of location-based data
Businesses with physical locations need to strengthen their entities, says Columnist Adam Dorfman -- doing so helps Google track customers and strengthen your findability.
Embrace a product manager mindset to improve 2018 SEO KPIs
How can you improve your performance in the new year? Columnist Adam Dorfman recommends thinking more like a product manager, focusing on activities that provide measurable impact to your company’s most important goals.
The ever-growing local search universe
Columnist Adam Dorfman discusses the current local search ecosystem and emphasizes the need to regularly optimize your data and content so that your business can be found where people are searching.
Three ways local businesses can survive the on-demand threat
How worried should brick-and-mortar businesses be about companies like Amazon? Columnist Adam Dorfman weighs in with some thoughts on how local players can stay competitive.
Why location marketers need to embrace whimsical, visual storytelling
Columnist Adam Dorfman believes that local marketers need to invest in visual storytelling and explains how to use visual assets to create and share location-based information.
Why and how entities are shaping location marketing
What are entities, and how are they impacting local search marketing? Columnist Adam Dorfman tackles these questions and provides advice to local businesses looking to capitalize on this trend.
10 ways to improve your business locators
Multilocation businesses often have store locators, but many aren't making the most of them. Columnist Adam Dorfman suggests ways to optimize your locator to provide a better user experience and increase conversions.
Why data amplifiers matter in a world of omnichannel discovery
Local customers now expect a seamless omnichannel experience with your brand, and columnist Adam Dorfman believes that targeting data amplifiers will ensure that you're present with accurate data across devices and channels.
How brands can win with omnichannel discovery
Omnichannel marketing is quickly becoming the norm in a multi-device world, and columnist Adam Dorfman explains the steps business can take to begin developing an omnichannel location strategy.
Is your location data being held hostage?
Columnist Adam Dorfman makes the case for using the power of data amplifiers to ensure your business location data is correct and consistent across the web.
Don’t let your business play possum with local search
Columnist Adam Dorfman explains how Google's recent local search algorithm update, "Possum," has impacted brick-and-mortar businesses.
Google injects more context into micro-moments
As Google continues to refine its search results to better serve users in their moments of need, columnist Adam Dorfman looks at how recent developments in contextual search may impact brick-and-mortar businesses.
Why Google is mining local business attributes
What are business attributes, and why should local businesses care? Columnist Adam Dorfman explores.
As search changes, Google changes
Columnist Adam Dorfman notes that people are changing the way they search in response to new technologies and the proliferation of smartphones. What can advertisers and SEOs do to keep up?
How Google Is Inventing A “Near Me” Future
As Google continues to invest in mobile, what does that mean for search marketers? Columnist Adam Dorfman explores how Google is paving the way for mobile location-based marketing.
Six Trends Shaping Location Marketing In 2016
How will local marketing change this year? From apps to beacons to mobile wallets, columnist Adam Dorfman covers six trends local search marketers should pay attention to.