How Does Your Business Appear on Google Search?

By: Taylar Gomezmap listing

Photo Credit: Search Engine Land

The way that your business appears on the Google search page could be the deciding factor for someone to click your listing. Searches are made locally and people want answers fast when they are searches for a specific type of business. Your listing should include the main answers to questions that are most often asked. Not only should you listing be accurate and complete, but managing the reviews is an important factor as well.

The first thing that a business owner should do is making sure they are signed up with local directories. These local directories include platforms like Yelp, Yellow Pages, White Pages, and Facebook to name a few. To make sure that that this part of your listing is managed, you can set up a relationship with a program that will keep everything up to date with a monthly fee. In an article from Social Media Today, it is recommended to use a program like SweetIQ to help keep your listing relevant. It is important to manage and make sure your listing is up to date for many reasons. One of the main reasons being that Google puts emphasis on websites that contain accurate and complete information. This will help your listing be seen by more customers creating a higher click through rate for your website.

Reviews can be a challenging thing when it comes to a business listing. It is very important not to ignore reviews that may are made towards a listing. Individuals searching the web before deciding which business to choose, often rely on the reviews of that business. A tip to make sure that your review section doesn’t go unnoticed would be to ask your most loyal customers to write you a review first. This way when a potential customer sees your listing they will immediately look at the positive feedback that others have shared about your business. The question of what to do when you receive an angry review is always on a business owners mind. In a video created by Cave Social, they suggest a couple ways to respond to a negative review. The first way is to address the concern of the customer and provide customer service. The second way is to try and get the person in a one-on-one chat scenario to further discuss solutions.

Potential customers are going to see your business information and reviews first when they search on Google. Making sure everything in your listing is a significant part to making your search appear at the top of the search engine results page.

 

References

Kerby, J. (2017, March 8). A Quick Guide to Local directories and Online Reviews. Retrieved March 12, 2017, from http://www.socialmediatoday.com/marketing/quick-guide-local-directories-and-online-reviews.

[Cave Social] . (2016, June 24). In The Cave Episode #13: How To Respond To Angry Reviews On Social Media. [Video File]. Retrieved from https://www.youtube.com/watch?v=pghKh3EtCI0&feature=youtu.be.

A Business at Your Tumbs

Snapchat is still relatively new in the social media world, and more and more companies are expanding their advertising tactics to include Snapchat to reach consumers.

But how are these companies able to reach so many consumers through a simple, on-demand photo sharing phone application?  One of Snapchat’s most popular feature are its geo-filters. These filters are based on locations and vary by city or big event, such as a concert or sports games. Snapchat also offers interactive filters provided Snapchat or by sponsoring companies. Businesses usually create these to promote a certain event or product launch. Movie companies also create interactive filters, sometimes featuring characters from the film in order to promote themselves in a fun, creative, and easy way.

In case you can’t picture it, this is what I’m talking about. something like this is what you’d see what you’d see visiting Las Vegas or when you’re near a Starbucks.

Snapchat makes it super easy to create one of these filters by providing a template, instructions, and even icons and stickers you can use to help you get started! You can find more information here, straight from the source.

Aside from being able to create a custom filter, companies are also buying advertisement slots on universal Snapchat stories. Universal stories and “live” stories are stories available for everyone with a Snapchat to see (within a certain time frame), and are a blend of stories from Snapchat users at big social events, such as the Oscars or the Superbowl. Every so often of tapping through these stories comes an ad, the same length as a 10-second Snapchat video. These ads are a great way to get interaction and views of a company’s product since they are seen by a big majority of active users.

These are amazing opportunities to gain more consumers, since those consumers are getting more intimate, behind-the-scenes look at lives of all-stars, celebrities, and more. The more included and involved a consumer feels, the more likely they are to be a regular consumer.

Google Improving in a Timely Manner

google-ad-publishers-mobile-hed-2016Image Source

Google Improving in a Timely Manner

By: Michaela Bull

@michaela_bull

 

Native advertising is used in every screen you will interact with today. The strategy refers to a frequently used camouflaged advertisement. You may not be aware that you are viewing these ads but that’s the intent. Native advertising is embedded and sprinkled throughout your searched websites, browsers, and apps. The ads are often tailored to you and purposefully customized to your overall demographic. This can be commonly seen through the same format as your preferred web content and on platforms such as Instagram and Facebook. Native ads are also verbalized to you through YouTuber’s you watch and celebrities you follow. When someone is selling you a product or experience so naturally that you question if they are even selling it to you at all, you are most likely looking at a native advertisement.

 

Google is introducing this incredibly effective and popular advertising strategy of native video advertisement onto mobile platforms. The company is utilizing both mobile search and video to create the most effective experiences. Through this expansion, major mobile publishers are itching at the opportunity to utilize this tool.

 

At the same time, Google is also expanding its Exchange Bidding format to mobile apps. Google’s Exchange Bidding program, DoubleClick was implemented a few years ago and has been incredibly successful since. The program allows for publishers to bid on key words and terms to be associated with so that their brand or company pops up on your screen first when such key words are mentioned. An example of this would be if Vogue were to bid on the word “fashion”, their brand would be promoted whenever the word is mentioned or searched in the form of native advertising. The expansion of DoubleClick onto mobile devices has increased demand and competition for mobile publishers and now allows them to put multiple exchanges up, increasing their chances to be recognized by a larger audience to ultimately improve conversion rates.

 

Google’s overall intentions are to increase the speed of the mobile experience for the user. Any experience that lasts more than three seconds to load is one that will fail the consumer. Increasing native video advertisement for the mobile user and expanding the exchange bidding capabilities for the publishers will ultimately improve the industry

 

References:

Bornyakov, A. (2016, December 19). Six Video Advertising Trends That Will Dominate 2017. Retrieved January 29, 2017, from http://www.forbes.com/sites/forbesagencycouncil/2016/12/19/six-video-advertising-trends-that-will-dominate-2017/#5f6f577f47a4

Swant , M. (2016, November 14). Google Is Introducing Native Video Ads for Mobile Publishers. Retrieved January 29, 2017, from http://www.adweek.com/news/technology/google-introducing-native-video-ads-mobile-publishers-174619

Native Advertising – The Official Definition. (n.d.). Retrieved January 29, 2017, from https://sharethrough.com/nativeadvertising/

 

Fake News, Real Consequences

The Internet is a sea of knowledge, whether that knowledge be true or false, interpreting the data the wrong way and acting upon it can lead to dire consequences. Most credible news sources are those we have all known to be legitimate pre-internet, but with the rise of click-bait tactics to lure people in for traffic a new phenomenon has arisen. ‘False news’ is the term given to… well just that, fictitious news content created and distributed via online.

Fake news seems to be created with a variety of intents. From harmless entertainment to more the more insidious virus and malware distributors, the spectrum is broad and one of the reasons fake news bad sides far out weigh the good.

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Picture via The Plunder

The term click-bait is assigned to headlines, whether from real of fake news, that are specifically worded to trigger a response within the viewer and get them to click on the link, even if the link isn’t actually to anything relevant to the insinuated topic. This is seen everywhere and have and continue to encounter it while navigating through their Facebook profiles. The reason click-bait is such a problem is because on one hand, it poses a threat to the user clicking on the add and being taken to a site with material they had no intention of being on by putting them at risk for malware, viruses, and/or marketing scams/schemes. On the other hand, a business or marketing agency seeking the opportunity to have the chance to honestly connect with their target customers they are unable to do so, because the customers become untrustworthy of all links via the web whether they be legitimate or not.

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Picture via New York Times

 

Popular sites like The Onion tote real news headlines with fictitious stories aimed at entertaining their readers. Although fake, the headline of their website cites it as “Americas Finest News Source”. Now I can appreciate this, but we’ve all seen that relative or distant friend we never talk to on Facebook link an Onion article and start ranting as if it were real. The sad fact is that for those too ignorant to get the joke, take it as fact, and that confusion only adds to the hostility and uglier nature of the Internet. Reactions like these can lead to instances like the one reported on recently in The New York Times where a man who believed a local pizzeria was actually the hub of a huge child sex trafficking ring due to a fake news article, and discharged a rifle within the restaurant.

 

Voting in 2016

(Photo credit: @swellbottle on Instagram)

Allison Grimaldo // @AlmGrimaldo

Every 4 years our country comes together on November 8th to vote for the next President of the United States. This year has been no different, if anything we have seen a major push to get out and vote from social media, news outlets and even celebrities.

When the last day to register to vote came in each state, Facebook and Google became merely some online sites helping internet users find out if they were registered. Why? Because it was widely understood how historic this election would be for our country.

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Photo Credit: Google Doodles; Sep. 26, 2016

 

Candidates can only do so much to push their supporters to vote. With more than half of the United States having access to the internet, and even more with a Facebook profile, it makes sense that we were seeing such a large push to vote online.

According to a post by Facebook founder Mark Zuckerberg, “…more than 2 million people have registered to vote by going through Facebook, some for the first time, according to estimates based on available data.” Not only was Facebook able to help many register to vote, the social media site also gave its users opportunities to find their polling place on Election Day. In addition to finding your polling place, Facebook even gave users a chance to see what would be on their ballot. All you had to do was input the correct county.

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Photo credit: I’ve Been Mugged Blog

On Instagram, I saw many companies encouraging their followers to go and vote as well. For example, S’well Bottle, a fairly new water bottle company known for their chic designs, commented on a photo they posted saying that voting was important to their CEO and that their headquarters were closed to let employees go vote.

It’s amazing how far we’ve come in regards to how we vote, how important voting now is, and what encourages us to get out there and vote. It’s interesting to think that in the next 100 years, voting could be completely online and as easy as ordering take-out. I’m really proud of companies like Facebook and S’well, who put a lot of effort into encouraging young voters to find their polls and help make a difference in the country. It shows how important voting is to everyone on every level.

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Photo credit: @swellbottle on Instagram 

 

 

 

 

 

 

 

 

 

 

Works Cited

Nissim, Karen. “It Looks like Facebook Motivated a Lot of People to Register to Vote.” Mashable. N.p., 12 Oct. 2016. Web. 13 Nov. 2016. http://mashable.com/2016/10/12/facebook-voter-registration-spike/#Rnt8.wuBHaqL

White, Daniel. “New Google Doodle Wants to Help Get You Registered to Vote.” Time. Time, 26 Sept. 2016. Web. 13 Nov. 2016. http://time.com/4507570/google-doodle-voter-registration-day/  

Zuckerberg, Mark. “We’re just a couple days away from Americans making important decisions about the future of our country…”. Facebook Post. Facebook, 6 Nov. 2016. Web. 13 Nov. 2016. https://www.facebook.com/zuck?fref=nf&pnref=story

Here’s What I Can Tell You about Seasonal SEO…

By: Janece Dixon

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Image By: Krystian Wlodarczyk via Positionly.com

Recently my assigned group and I had to tackle a semester project where we shared a recent article with the class and presented our findings. I’ve learned so much about general SEO in other classes but never have we talked about targeting optimization for a specific time frame. I ran into a great, easy to read article that explained seasonal optimization and discussed three factors that determine if it’s something you, or you brand should invest in.

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Image By: Janece Dixon

Seasonal optimization is targeting your long term campaign for specific time frames. These time frames may include Black Friday, Valentine’s Day, Christmas, or even an actual season, summer. Seasonal SEO isn’t too unfamiliar is it? Now you realize that right before these holidays you’re online typing in keywords to find the best deals (Example: Vizio 60 inch Black Friday deals). Retailers large and small, want to be at the top of search to reach those who are looking for those deals. The next big holiday is in about one month, BUT before you gather your team to work on seasonal optimization you should consider the time frame it takes to see results. Some campaigns may see results in 18 months others as little as 6 months. Here are three questions you should ask yourself before you decide to invest.

  • Is seasonal important for my business?

If you sell items that may be more popular at different patterns of the year then seasonal is a factor for you. If different seasons or holidays make no impact on your business, this may not be something you should worry about.

  • Am I facing lots of competition?

This may be a matter of key words. Example, if you’re in the business of selling women’s jeans you’re facing loads of competition. In that situation you should optimize for long tail searches. If there’s too much competition in one space consider your size and what’s actually possible for your brand.

  • Can I reuse my assets?

If seasonal targeting is something beneficial for your brand long term or year after year, your answer is yes. If this is something temporary then it may not be worth it after considering the time it takes to run a successful campaign.

Explore the shared article or check out more seasonal keyword trends. Let me know what you think about seasonal optimization and some cool trends you’ve seen from your favorite retailers. Tweet me at @janecedixon and use the hashtag #UNTJ4270!

‘Shop the Look’ with Google

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Written by: Hailey Turner

Only five years ago Amber Venz created RewardStyle, a company determined to monetizing the fashion blogging industry. Today her well known blogging tool LIKEtoKNOW.it, allows for fashion bloggers (‘influencers’) to link their pieces directly to the retailer they purchased from. The followers can then like the photo and get an email breaking down watch item linking them to the correct retailer and allow the influencer to earn some commission on each item purchased. This great partnership between the influencers and followers has revolutionized the blogging world!

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But Venz isn’t stopping there. Google has approached RewardStyle to create “Shop the Look”. Shop the Look will allow for content that had previously been trapped in these social platforms to be pushed into Google search.

The carousel will display media of relevant content to the search, allowing the consumer to shop directly from these influencer’s looks. This will prove to be HUGE for LIKEtoKNOW.it influencers; their content could now reach all Google searchers sky rocking their commissions. Retailer, RewardStyle, Google and the influencer will likely share the profits but the deal is in early stages so the percentages have not been released.

This innovative partnership is a smart step to take back some of the traffic instagram has taken from Google. Although LIKEtoKNOW.it has been extremely successful on instagram it has never allowed the shoppers to search for outfits by certain terms. Currently a shopper has to search by bloggers styles whom they love/identify with and hope to find an outfit for their occasion. Giving shoppers the ability to search by keyword will provide an easier shopping experience hopefully creating more conversion rates.

This partnership of Google and RewardStyle is an example of how influential social media can be on purchasing decisions. This is an exciting step for Google to compete with the social media giants and it will be interesting to see what they do next.

References

http://www.dallasnews.com/business/entrepreneurs/2016/09/05/meet-rewardstyles-amber-venz-box-wovenfashion-blogging-business-gold

http://www.forbes.com/sites/rachelarthur/2016/09/08/google-is-making-street-style-fashions-shoppable-in-new-liketoknow-it-partnership/#44da1fc76340

https://techcrunch.com/2016/09/06/google-is-launching-shop-the-look-to-let-you-search-and-shop-by-outfit/