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Weekly News: Google’s Algorithm Change, Local Search & Voice, ‘Localizing’ Brands Circa 2018

Here is this week’s roundup of the top news items related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

Insight & Commentary

Will Google’s Smart Ads Kill the Reseller Channel? (August 15, 2018)
LSA Insider: “Resellers can use these new technologies (Smart Ads) to reduce their costs and focus on doing a better job of servicing accounts and increasing their margins.”

Google’s Latest Algorithm Change Impacts Health Vertical & Others (August 15, 2018)
LSA Insider: “Since Google’s August 1 algorithm update experts have identified a health and medical category emphasis.”

As Local Search Enters the Voice Era, Three Content Channels Dominate (August 13, 2018)
Street Fight: “Voice is the new interface, and whether or not it ever eclipses desktop and mobile in share of search audience, we can at least say with confidence that it’s taking a permanent seat at the table.”

Strategy & Tactics

Google’s Aug. 1 core algorithm update: Who did it impact, and how much? (August 9, 2018)
Search Engine Land: “A week after the big Google algorithm update, nicknamed the Medic Update, here is everything we know about it, including official information from Google and non-official insights from across the industry.”

Amazon’s Search Engine Ranking Algorithm: What Marketers Need to Know (August 14, 2018)
Search Engine Journal: “Nearly 50 percent of U.S. online transactions take place on Amazon. The ecommerce giant continues to grow its market share across a diverse range of product categories – a viable opportunity that should not be ignored.”

Search trends 2018: what can marketers learn? (August 10, 2018)
Search Engine Watch: “Google’s continued dominance as a search giant was evident in its third quarter earnings call, as it grew advertising revenue 18% year over year to $19.8 billion (Alphabet, as a total company, wasn’t too bad either, up 20% in total). Total paid clicks grew 33% year over year, while the cost per click dropped 11%.”

Stats & Studies

Survey: 72% Want Discounts on Social Media, 18% of Marketers Prioritize this Content (August 15, 2018)
LSA Insider: “New research suggests a disconnect between the types of content marketers prioritize and the content consumers want.”

A Third Of Digital Marketers Say They Don’t Invest In Online Advertising (August 14, 2018)
MediaPost: “Only two-thirds (66%) of digital marketers “spend time and money” on online advertising, according to results of a 2018 survey of 501 digital marketers.”

Study: Social media, email marketing are best for digital lead generation (August 14, 2018)
Marketing Dive: “To achieve lead generation goals, 47% of marketers see social media as the most effective tactic, and 46% are embracing email marketing, according to findings of Ascend2’s new study “Generating and Nurturing Leads to Create Demand.”

Industry News

AP: Google collects location data when ‘Location History’ is turned off (August 14, 2018)
Marketing Land: “Google says it tells users exactly what it’s doing. It does, though some of the information is buried.”

How USA Today Network Is Transforming for a Digital Future (August 9, 2018)
Adweek: “Less than a year into her role as president of USA Today Network, Sharon Rowlands is creating what she calls “a sense of urgency” for the publisher of USA Today and more than 100 local news brands across the country.”

‘Localizing’ Brands, Circa 2018: A Discussion with MomentFeed’s Robert Blatt (August 14, 2018)
Local Onliner: “In some stores, the local manager still handles the full arsenal of a store’s digital efforts, including e-commerce, social media, content marketing, paid search, and managing customer ratings and reviews.”

Member News

Uberall Partners With TripAdvisor for Multilocation Reputation Management (August 15, 2018)
Street Fight: “Uberall has partnered with TripAdvisor to help large brands track, monitor, and evaluate their online reputations across hundreds of locations in real-time.”

Facebook Challenges Google in Local Search (August 9, 2018)
Search Engine Journal: “New Facebook update to their mobile app benefits small local businesses. The changes make it easier for potential customers to find and interact with local businesses in a move that poses an increasing challenge to Google Local.”

Twitter Releases New ‘Playbook for Agencies’ Which Includes a Heap of Twitter Promotion Tips (July 24, 2018)
Social Media Today: “Twitter has published a new ‘playbook’ for agencies which outlines a range of Twitter ads tips and notes to help improve tweet campaigns.”

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