Weekly News: Google’s SEO Strategy, Voice on Mobile Devices, Yelp’s Verified Trade Licenses

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

Google Has an SEO Strategy Too – Here It Is (March 4, 2019)
LSA Insider: “Even Google and its various websites are subject to the same search algorithm the rest of our websites are. With over 7,000 websites globally, the company is regularly making changes to these sites, impacting how they rank for relevant searches. So, what’s Google’s SEO strategy?”

Can Tesla Sell Cars without Physical Showrooms? (March 4, 2019)
LSA Insider: “Telsa announced that it was closing its showrooms/stores to realize cost savings to support the new lower-priced Model 3. As a consequence, it’s going to sell cars online — exclusively.”

Four Targeting Myths That Devalue the Real Power of Location Data (March 7, 2019)
Street Fight: “When it comes to mobile targeting, location data can be very powerful, but it’s certainly not perfect.  The key to achieving maximum impact is knowing what location data is really good at and focusing on its real strengths.”

Strategy & Tactics

Five Ways to Turn Your Client’s Industry Authority into Online Authority (March 7, 2019)
LSA Insider: “In today’s digital age, most people turn to the Internet before making purchasing and hiring decisions. As a digital marketer, it’s your job to ensure your client is getting found in these golden search opportunities — and generating more business as a result. But how do you do it?”

Using Online Reviews to Permanently Boost Client Conversion Rates (March 4, 2019)
LSA Insider: “Do you know how to permanently boost your client’s conversion rates with reviews? This seems like a spammy claim to make. The kind of claim that fly-by-night operators and snake-oil salesmen are prone to make. Is it possible to achieve a permanent boost? Not only is it possible, it’s both a reasonable and achievable goal — if you approach this with a keen awareness of what’s involved.”

Poor Data Quality Is Hurting Location-Based Campaigns—Here’s How to Fix It (March 6, 2019)
Street Fight: “There is simply no transparency in the location data ecosystem. This leads to a race to the bottom for location quality and location data value. Location data providers, in order to keep the lights on, must fulfill location data demand while maintaining their margins.”

Stats & Studies

Voice Will Soon Be the Primary UI for Mobile Search (March 7, 2019)
LSA Insider: “Voice is becoming the preferred way to interact with and control mobile devices. That’s according to a recent study from Stone Temple/Perficient Digital. The survey asked just over 1,700 US adults about their attitudes and behavior in connection with voice on mobile devices and virtual assistants.”

Consumers Welcome AI-Driven Personalization, Report Finds (March 6, 2019)
MediaPost: “Consumers not only want personalized communications, they demand them, judging by A Marketer’s Guide to Artificial Intelligence, an infographic from KoeppelDirect.”

Study: Brands Lack the Meaningfulness Consumers Desire (March 6, 2019)
Marketing Charts: “People would not care if 77% of brands disappeared. However, more than three-quarters (76%) of consumers expect brands to contribute to their quality of life and well-being, according to a new report on meaningful brands from Havas.”

Industry News

Yelp’s Richard Now LSA Board Chairperson, Microsoft’s Nojaim Elected Vice-Chair (March 6, 2019)
LSA Insider: “Last week LSA held its Annual General Meeting at the LSA19 conference. The organization re-elected board members and announced new officers. Yelp Senior Vice President of Business & Corporate Development Chad Richard was elevated to LSA Board Chair; Kelly Thomas Nojaim of Microsoft became Vice-Chair and Sharon Sweeney of the Fairway Group was elected Secretary.”

Update Boosts Visibility of ‘Offers’ on GMB Profiles (March 5, 2019)
LSA Insider: “Online deals and discounts can have a pretty significant impact on consumer purchasing behaviors. For instance, almost two-thirds of consumers admitted that a promotion or coupon often closes a deal for them if they are undecided on making a purchase.”

Takeaways from LSA19 (March 4, 2019)
Ward PLLC: “This year’s conference featured a variety of speakers, but we found that two topics dominated the conversation (and not just because we talked about them incessantly).  First, businesses want to understand how to communicate their brand message despite the overwhelming amount of white noise in the market.”

Member News

Yelp’s Verified Trade Licenses Help Businesses Gain Consumer’s Trust (March 6, 2019)
LSA Insider: “Part of the advantage of having the Internet in the palm of our hands is the convenience of looking up businesses quickly and easily. Within seconds of research, we can discover a business’s location, hours of operation and personal reviews and photos from other consumers.”

Gib Olander joins Vendasta as EVP of Product (March 4, 2019)
Vendasta: “Olander has more than two decades of experience in the local digital marketing ecosystem, specializing in SaaS and data solutions. He most recently led product strategy at Infutor, and also lead product development and strategy for SIM Partners (Reputation,com) Local Viewpoints (PowerReviews), Localeze (Neustar), iCrossing, Advo, and Citysearch.”

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