Local Business Tips From Google For The Holiday Season

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The holiday season is a busy time for local businesses, but many local companies have noticed a steady drop in customers as the internet has made home shopping increasingly more convenient. The good news is that you don’t have to keep bleeding business so long as you have a reasonable internet presence and you are willing to invest the time to optimize your online business presence.

Jade Wang from the Google Business Help team just offered a list of tips local businesses who have already established themselves online can do to improve their conversion rates and draw in more foot traffic. If you want to score a bigger piece of your market, now is the time to do it by following these simple tips:

Got special holiday hours?

Let your customers know that you’re open for business extra late and update your hours as needed. You’ll want to update hours about two days before they should go into effect. If you’re open 24 hours a day, enter 12:00am – 12:00am.

Highlight your holiday spirit

If you’ve got a holiday promotion or special information that you’re sharing on Google+, you may want to make it a pinned post. That way, you can keep that content front and center.

Expand your reach to sleepless shoppers

Our data shows that consumers will be even more restless, with one third of all shopping-related searches now happening between the hours of 10pm and 4am. Take a look at our blog post for tips on how AdWords can help you cover your bases.

Check your list (twice)

Remember to log back into Google My Business (Locations) regularly to make edits as needed and let us know that you’re actively managing. You can also check up on any updates to your business information from other users and ensure that it’s accurate and updated.

Wang shared the advice via the Google Business Help forums, which can be viewed here.

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Search Ad Spending For Mobile Will Bypass Desktop Spending in 2015

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A report released late last week finds that, beginning in 2015, just over half (50.1 percent) of spending on paid search ads will go towards mobile ads. The findings come from research firm eMarketer, who also predicts the trend to continue until mobile claims 76.7 percent of US search ad spend in 2018.

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These findings show the swift and clearly defined shift in ad spend, as less than a quarter (24.7 percent) of search spending went to mobile only last year.

The report says the change is the result of “the ubiquity of smartphones, and consumers’ growing use of phones in almost every waking moment of the day,” which in itself “means that search will be more mobile than desktop next year.”

While more spending is going to mobile, ROI is not quite following. The report does predict mobile ROI will continue to improve, but it will continue to trail desktop ROI until tracking and analysis becomes more precise and marketers can further refine their efforts.

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Google+ Now Allows You To Pin Your Most Important Posts

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Google Authorship

It can seem like the entire world hates Google+ sometimes, but in reality the social media platform has carved out a niche audience that has stayed loyal over several years, and recent changes have given the platform a strong presence in local search results.

As Google has upped the presence of “local packs” or groups of local results on searches that appear to be geographically linked and this has given businesses with Google+ profiles a big step up in visibility.

Google+ gets beat on for not having near the number of daily active users as sights such as Facebook, Twitter, or Pinterest, but it is not going anywhere soon simply because of how useful the site can be. Now Google+ has made it even easier to keep the most useful information in a prominent location on your page by pinning the most important posts at the top of your feed.

You can use this to keep business information such as contact numbers or location info in a highly viewable place, but this can also be extremely useful for bringing attention to sales, special promotions, or any other big events coming up for your business that you want the public to know about.

To pin posts, just click the drop down arrow at the top-right corner of your published updates and select ‘Pin post’ as in the example below.

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The feature has already rolled out on desktop and Android but, in typical Google fashion, iPhone users will have to wait until they decide to share the feature with iOS.

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Firefox Agreement With Yahoo Gives The Search Engine a Boost

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Google has had a strong grip on the vast majority of web traffic, but a new report suggests they are losing their grasp. In just two weeks since Yahoo replaced Google as the default search engine in Firefox’s latest version, the search engine has experienced a 29.4 percent growth in usage, while Google has experienced a significant drop.

Analytics firm StatCounter said that “Yahoo search was used three times more on Firefox 34 than on Firefox 33.”

It should be noted, the user base of Firefox 24 is relatively low as many users haven’t upgraded yet and Firefox’s US market share overall is only about 15 percent. However, StatCounter still showed that Yahoo has benefited a fair amount from this deal, growing from 9.6 percent to 29.4 percent. In comparison, Google usage in the latest version of Firefox fell from 82.1 percent to 63.5 percent.

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In the big picture it is clear that Google still has a massive lead on other search engines, but that lead doesn’t seem near as solid as it once did. This report shows that “default” search engines still hold a lot of influence over how users interact with the web. With Google’s agreement with Safari also coming to an end in the near future, there is a large chance that Yahoo or Bing could continue to make significant gains.

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The Biggest Shifts In SEO You Need To Know For 2015

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search-engine-optimization-411106_640If you are still running SEO the same way you were at the start of the year you are already behind the curve. SEO is constantly changing and proper SEO strategies need to be well-planned enough to stay on target over long periods of time while also flexible enough to adapt to the constant guideline changes, algorithm roll-outs, and new ideas about usability.

In the past year alone, Google has pushed out 13 updates to algorithms that the public knows about. That number is just the big algorithms that people might know by name such as Penguin and Panda, while there has also been a multitude of more incremental changes that have gone undocumented in the public.

You don’t have to rebuild your SEO plans from the ground up every time there are significant changes over at Google, but you need to keep the biggest changing trends in mind as you progress and refine efforts. As we head into 2015, consider the most important shifts in SEO thinking that have happened over the past year.

1. Focus on Mobile Traffic

This may not be the newest shift in SEO, but it is more important than ever and all indications suggest mobile isn’t slowing down any time soon. Google has also shown their commitment to improving the mobile web with the introduction of mobile analytics tools and new warnings for users who are about to click on non-mobile friendly websites.

You can see if your site passes Google’s mobile-friendly test here, but don’t stop with that. Ensure your mobile site lives up the standards set by your desktop page and your company to keep mobile customers coming.

2. Optimizing for Alternative Search Engines

There is plenty of evidence to suggest that 2015 may be the year when Google’s iron grasp on search market share could start to crumble. Google has lost some major clout as Firefox replaced the search giant with Yahoo as the default search engine for the browser. Google’s agreement with Safari is also ending this year, and Apple seems keen to replace their competitor’s search engine with a more neutral option such as Bing, Yahoo, or even DuckDuckGo.

Even if Google maintains a strong majority of the market share (which they likely will) you should still make it your mission to be visible across all platforms, not just the most popular one.

3. Stop Focusing on Rankings and Start Looking at ROI Metrics

Rankings are so last year. Since all the major search engines have put a heavy emphasis on personalized search results that cater to users’ interests and location data, there is no guarantee your site will show as the top result for someone else even if it is the top result for you. Instead, turn your attention to return on investment. It offers a more accurate depiction of how your online marketing efforts are working, and gives a more direct understanding of the value of your SEO.

4. Emphasize Social Media

In the past, emphasizing social media basically meant blasting the same updates across every platform you can find. But, social media has matured and users won’t respond to your efforts if you treat every platform as the same. You should learn the unique demographics and behaviors of any social media platform you are considering sharing on, and ensure your ideas, voice, and medium match the crowd.

More importantly, social media users expect brands to more than just yell at them. Users expect ways to engage your brand and establish a more personal connection. The best solution is to isolate two or three social media platforms that best suit your brand and build on your efforts there. If you can really succeed there, you won’t need to be on the other social sites.

5. Earn Links, Don’t Hoard Them

You have most likely heard the routine proclamations that “links are dead!” more than once since Google began cracking down on weak or suspicious link portfolios. However, this is no truer now than when the internet first gained a foothold in our society. Links are still the most influential signal of trust and authority to search engines and that is going to stay the case for quite some time. However, the game has changed in a couple important ways.

Back in 2011, you could purchase countless low-quality links to masquerade as a reputable site. Now, Google has means of seeing through the mask. Google can analyze link quality and they don’t take kindly to poor quality, irrelevant links meant to boost visibility without effort. In 2015, earning a single high-quality link the right way is worth more than any number of links you could buy or collude to gain. Put your effort into proper SEO and you’ll find success. Rely on shady tactics and Google will be hunting for you.

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Google Maps Releases Overhauled Local Page Quality Guidelines

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Google-Maps-being-offline-doesnt-mean-being-lost-300x252Last night, Google Maps released massively revamped quality guidelines for local pages which could have a heavy impact on businesses who don’t ensure their pages conform. Jade Wang from Google shared the news in the Google Forums stating:

We’ve updated and clarified our quality guidelines for local pages. Please read the new version here, and, as always, feel free to contact our support team with any specific questions about your account.

You can see a screenshot of the old guidelines here courtesy of Barry Schwartz, but the most important revisions to the guidelines are highlighted below:

  • Descriptors of any sort are NOT allowed
  • Categories should be the more specific category and NOT the overarching, general category
  • Increased name and category consistency amongst multi location chains
  • Two or more brands at the same location must pick one name
  • If Different departments are to have their own page they must have unique categories
  • Practitioner’s pages, in multi-location practices should have their name only and not the name of the practice
  • Solo Practitioners only can use the format of Practice: Practitioner
  • Virtual Offices are NOT allowed unless staffed.

Many aren’t taking the update seriously as Google Maps local pages are far too often neglected, but the updated rules may be a sign that Google intends to clean up the mess in the near future. It is always better to be proactive than to find yourself smacked with a penalty.

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Kim Kardashian Is The Most Searched For Celebrity of 2014 and Other Bing Search Trends

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Image Source: Wikimedia Commons

Image Source: Wikimedia Commons

Love her or hate her, chances are if you were searching for a celebrity this year using Bing, you were probably looking Kim Kardashian. Thanks to her highly publicized marriage to Kanye West and her “break the internet” magazine cover, Kardashian was the top searched for celebrity on Bing in 2014, topping a list of mostly female celebrities, according to Bing’s latest list of search trends.

Bing Trends compiles the most popular searches across 15 different categories every year, including everything from top news stories, athletes, and vacation destination searches. There is even a list of the top ALS Ice Bucket Challenge videos shared online this year.

Keeping in line with past lists and similar findings from Google, the list of most searched for celebrities is absolutely dominated by women, with females taking eight of the 10 spots. Notably, the Kardashian family occupies more than one spot on the list as younger sister Kendall Jenner also makes an appearance on the list.

Top 10 Most Searched Celebrities

  1. Kim Kardashian
  2. Beyoncé
  3. Miley Cyrus
  4. Katy Perry
  5. Justin Bieber
  6. Joan River
  7. Jennifer Lopez
  8. Kendall Jenner
  9. Kaley Cuoco
  10. Robin Williams

The lists also covers the biggest events and news stories of the year. Capturing the most attention of the entire year was the World Cup, however numerous more serious world news stories such as the rise of ISIS and the protests in Ferguson also claim spots on the list.

Top 10 Most Searched News Stories

  1. World Cup
  2. Super Bowl
  3. Missing Malaysia Airlines Jet
  4. Winter Olympics
  5. The Rise of ISIS
  6. Ray Rice Controversy
  7. Shooting in Ferguson, Missouri
  8. Ebola Outbreak
  9. Brittany Maynard Death with Dignity Debate
  10. Ukraine Conflict

The top searched Musicians is also notably female-heavy, with Justin Bieber being the only male to hold a spot on the list. Other controversial figures also sit near the top, such as Miley Cyrus and Katy Perry. Of course, at the top of the list sits Beyoncé for another year.

Top 10 Most Searched Musicians

  1. Beyoncé
  2. Miley Cyrus
  3. Katy Perry
  4. Britney Spears
  5. Justin Bieber
  6. Jennifer Lopez
  7. Selena Gomez
  8. Taylor Swift
  9. Nicki Minaj
  10. Carrie Underwood

You can see the other findings for categories including “political movers & shakers” “most-searched athletes” and “celebrity births” on Bing Trends.

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Facebook Sent 10% More Traffic To Publishers This Year

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According to Parse.ly’s quarterly Authority Report, Facebook is still the best social platform for publishers looking for exposure. The site saw a 10 percent increase in referral traffic to publisher sites this August, compared to the data from a year earlier.

Parse.ly analyzed data from over 10 billion page views and more than 100,000 posts across its network to track online reading trends in an effort to determine peak reading times and referral traffic patterns. The report found that reading times peaked at 12:18 p.m., at which point desktop page views outperform mobile.

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While Google was still the lead referral traffic, Facebook continues to hold the second spot making it the top social network to send traffic to publisher websites.

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Surprisingly, the report shows very little change in traffic patterns over the past year, with Facebook being the only site in the top 10 to experience a significant increase in the amount of traffic sent to publisher sites.

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Parse.ly’s report also noted that traffic from social sites had risen seven percent over the past year, while traffic from search sites fell by four percent. You can get more insights from the downloadable report here.

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Facebook Closes The Like Gate Starting Wednesday

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like-gateTomorrow marks a rather significant change in Facebook policy as they close the so-called “like gate.” As announced in August, Facebook has decided that pages will no longer be able to require likes to enter contests or view content.

Facebook said the change was intended to guarantee people are only using likes on pages they really want to engage with, not due to “artificial incentives.” Interestingly, this is also one of the few changes Facebook has made recently to receive widespread praise.

Most social media and marketing professionals agree like gates were far from the best means of achieving the desired result, often drawing in many who have no real interest in a business. Emeric Ernoult, CEO of AgoraPulse, gave the example of pages which used giveaways of iPads or other popular consumer goods to inflate likes.

“It was too easy to make mistakes,” Ernoult told Marketing Land. “There have been too many people doing things that were actually hurting them but they didn’t realize it.”

Most importantly, the rule change doesn’t ban pages from simply asking for likes, which Ernoult agrees is an overall better policy. “You are asking now, you are proposing. You’re not forcing and that’s a big difference,” he said. “And I think it will force page owners and marketers to think about how sexy they could be and how appealing they could be. Instead of, ‘Of well, they’ll have to become fans anyway so we don’t have to explain.'”

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Instagram Launches Video Ads For a Select Few

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After Facebook’s success with video ads, it was only a matter of time before Instagram rolled out their own video ad options. According to Ad Week, you can expect that to start today as the Facebook-owned social image and video platform finally launches their own video ad platform. The only catch is the service is reserved for only five major brands: Disney, Activision, Lancome, Banana Republic, and the CW network.

Instagram’s ad platform is still relatively young, and it has been very cautious about how they go about serving ads to the public. Under the current system, CEO Kevin Systrom has said that he personally reviews every ad before it is allowed to run on the platform so that they don’t come off as aggressive or poor advertising.

The caution payed off as initial skepticism and criticism of ads on Instagram quickly died down when image ads first began appearing. It sounds like the method may also pay off for the video ad service. The Ad Week article says Instagram has reported positive brand awareness and ad recall from testing and that all launch advertisers were striving to be perceived as innovators.

“It wasn’t a hard decision for us,” Brian Chang, assistant vp of media at Lancome USA, told Ad Week. “We, as a brand, wanted to take advantage of being first to market.”

The video ads will begin appearing today and roll out more extensively in the next few weeks, and each ad will have a 15-second maximum length similar to the restrictions placed on Instagram users. Videos will also be muted unless users tap the volume control.

Banana Republic’s ad, embedded below, used Facebook’s Hyperlapse app to create the video. You can view other ads at Ad Week.

 

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