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Local Search Column


Local Search provides the latest news and information about the growing segment of local search marketing, including tips on how to take advantage of local directory providers and online yellow page listings, mapping tools and location based services to help users uncover real-world merchants, franchise locations, locally owned small businesses and community places. Columnists cover geo-targeting, zip code and map data being used by searchers and search engines to provide locally relevant results.

  • Latest

The 2020 holiday season is here: Get your digital house in order

Retailers that win the delivery wars will win the...

Adam Dorfman | Nov 12, 2020 at 11:20 am ET

What’s behind the badge that powers Google’s local trust layer?

A new designation across Google’s business units and ad types that used to be confined to LSAs will now live within a new class of...

Justin Sanger | Oct 13, 2020 at 8:00 am ET

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...

Adam Dorfman | Sep 24, 2020 at 2:20 pm ET

 

A new era has arrived in local search: Google’s Local Trust Pack

The variables that drive performance for LSA extend beyond the prominence, relevance and proximity factors we have built strategies...

Justin Sanger | Sep 18, 2020 at 8:45 am ET

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...

Adam Dorfman | Jul 23, 2020 at 8:00 am ET

Soapbox: Don’t kick SMBs to the curbside – for many, it’s their new lifeline

While technologies to enable curbside pick-up have been around for years, local business require solutions that work without IT support and...

Bill Dinan | Jun 1, 2020 at 2:15 pm ET

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...

Adam Dorfman | May 19, 2020 at 1:58 pm ET

What do local SEOs really think of Google My Business support?

The quality of support isn't likely to magically improve once the virus clears, so let's hope that the future doesn't so clearly reflect the...

Jamie Pitman | May 14, 2020 at 3:37 pm ET

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...

Adam Dorfman | Apr 23, 2020 at 1:21 pm ET

SMX Overtime: Here’s why optimizing images in Google My Business is important

SEO pro Greg Gifford explains why professionally shot, high-res photos will win over user-uploaded photos if you take the time to manage it...

Greg Gifford | Apr 21, 2020 at 7:41 am ET

SMX Overtime: When to use the Q&A in Google My Business and how to keep it fresh

SEO expert Niki Mosier of Two Octobers shares insights about managing Q&A and when it makes sense to add a service...

Niki Mosier | Apr 21, 2020 at 7:31 am ET

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...

Adam Dorfman | Mar 11, 2020 at 3:09 pm ET

No, the Google My Business description does not impact ranking

After a lot of testing by many since the help center update, we can safely say the description has no impact in the...

Joy Hawkins | Feb 13, 2020 at 10:35 am ET

SMX Overtime: Here’s how multi-location brands can manage their local listings

Marketing strategist and SMX speaker Monica Ho explains what local businesses can do about duplicate listings and local franchise...

Monica Ho | Jan 31, 2020 at 2:28 pm ET

Your reputation depends on a solid (and legal) online review strategy

As consumers rely more heavily on online reviews, having a strong review management strategy in place can help your online reputation stand...

Bailey Gray | Jan 27, 2020 at 11:09 am ET

SMX Overtime: Managing Google My Business profiles, reviews and more

Local search expert Dan Leibson offers advice on how to manage GMB profiles and why it's important to implement a meaningful review...

Dan Leibson | Jan 10, 2020 at 11:23 am ET

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...

Adam Dorfman | Jan 3, 2020 at 12:45 pm ET

How verticalization and zero-click will impact local search in 2020

In the coming year it will be interesting to see how Google balances the priority of verticalization against the growing popularity of Google...

Damian Rollison | Jan 3, 2020 at 12:35 pm ET

A wishlist of improvements for Google My Business in 2020

Joy Hawkins shares the top 5 features she’d like Google My Business to update or change this...

Joy Hawkins | Jan 3, 2020 at 10:52 am ET

Good guides gone bad: How Google’s ‘Local Guides’ program fails businesses and consumers

Columnist Jamie Pitman talks to some of the leading figures in local search to find out what went wrong with the Local Guides program, and if...

Jamie Pitman | Dec 19, 2019 at 12:33 pm ET
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