Consumers are searching online more than ever before. But local businesses may actually be seeing less web traffic. How is this possible? “Local search” often starts with Google and there are now numerous ways for consumers to find all the information they need right on Google’s first search results page. Google even allows consumers to interact with a local business – all without ever going to a website! This is all enabled by Google My Business listings that are becoming an increasingly vital component in creating online marketing success and attracting new customers. In fact, a new MOZ report found that 64% of local business marketers agree that Google is becoming the new “homepage” for local businesses. Search used to be all about getting a click to your website. Now, it’s also about getting a click to a Google My Business listing. Websites are still important, but keeping your Google My Business and Knowledge Panel up to date is no longer just nice, it’s absolutely necessary.  If you don’t, you’re missing a huge opportunity to promote your business. What is the Knowledge Panel? When a consumer conducts a search for a particular business, Google provide the most relevant results as well a box on the right side of the page that is called the Knowledge Panel. The Knowledge Panel for that business includes directions, phone numbers, hours of operation, and more. Knowledge Panels show up in roughly 40% of searches and are especially crucial for providing consumers actionable results not requiring any additional clicks. You can keep your Knowledge Panel information relevant and up-to-date by first claiming, then verifying, your Google My Business profile. Google My Business is a free, easy to use listing that determines what appears on the Knowledge Panel. This will ensure that your customers can find and contact you, in addition to providing an overview of your products or services. Perhaps most importantly, the Knowledge Panel aggregates consumer reviews, making your online reputation readily available to all consumes. Managing your Google My Business listing, and Knowledge Panel, has become indispensable to online marketing success, as well as putting your business in the best position to get found. Claiming and verifying your Google My Business listing requires a bit of know-how, and we’re here to help -- contact us for more information on how to get started. INSIDE TIP: Subscribers to Engage121’s free HOT!Content service can access our 1-click Google My Business claiming app. Enroll here to get started. Good local marketing in the age of Google is no easy task. But doing it right can deliver some of the best returns for your local business. Interested in learning about how we can help manage your local Google My Business listings, and more?  We’d love to talk. Learn more   Related Services HOT!Content – a no-cost Daily Email with content and DIY tools. Digital Marketing Assistant, (DMA) – a managed subscription service.

Today's consumers are more empowered than ever before, researching products and services in a multitude of ways -- and smart local marketers are there at every touchpoint. While it's true that search will always be at the heart of local marketing, it isn't just about Google. Think about it: With most local businesses laser-focused on Google, it can be hard to stand out. The ability to embrace other opportunities and diversify your local marketing mix can be a game changer for your business in 2019 and beyond. That's why more and more savvy local marketers have broadened their scope significantly, with a new focus on other platforms including social, directories and online reviews. And with competition fiercer than ever, there's no better time than now to leverage a cohesive, versatile local marketing strategy that gets you in front of the right consumers with the right messaging at the right time. Let's talk about what that looks like: Other Search Engines: When consumers are in the market for a product or service, they research on their phones, tablets or desktops. These searches take place on various engines, including Google, Safari, Bing, Yelp, Apple Maps, TripAdvisor, YellowPages and many more sites. In order to meet consumers anywhere and everywhere they're looking, your business needs to be prominent on all of them. Consumer review sites: Reviews are very much a ranking factor and send a strong signal to search engines and potential customers that you are a trusted, quality business. That's why it makes good sense to be active on key consumer review sites. And once you get reviews, responding to them promptly is an essential component of careful reputation management. No reviews? No problem! Contact us for quick tips on how to build a solid base. Online Directories: Up to date directory listings are crucial, so be sure that your contact information, phone, website URL and company details are current and correct across all business directories. Not only does this matter to major search engines, it's an important way to build brand awareness and establish local consumer trust. Social Media: You simply can't do local marketing without social. Social media connects your business to the community in a way that not only raises awareness for your products and services, but also strengthens your branding efforts. By interacting with the community, you get a chance to build authenticity and nurture a genuine connection with consumers instead of just marketing at them. So be sure that your social sites, including Facebook, Twitter, LinkedIn and Instagram, are active, vibrant and up-to-date. Optimized Content: Once your business is found, the content you provide to consumers can make or break your business. It must be relevant, accurate and fresh, not just on your website but across all platforms -- on GoogleMyBusiness and social sites like Facebook as well as Yelp, TripAdvisor and more -- presenting a consistent, professional, up-to-date and compelling face to your customer. The Takeaway: Be in All the Right Places The change in consumer [...]

Increase Visibility, Get Found and Drive Sales When people are in the market for a product or service, they search. They're already in the mood to buy; all you need to do is stand out. And you will stand out – if you add six simple but powerful local search strategies to your small business marketing mix. It's a fact: 46% of all Google searches seek local information. What's more, "near me" searches have grown 130% year-over-year since 2015, translating into a whopping 34-fold increase* in single local search queries. That's a big deal! These stats mean that now, more than ever before, local search engine optimization (LOCAL SEO) presents significant growth opportunities for every small business. Not only is LOCAL SEO an especially effective way to generate visibility, it also helps you boost site traffic, increase engagement and drive sales. What is LOCAL SEO? Like traditional SEO, LOCAL SEO focuses on content, backlinks, keywords and website activity. But that's just the tip of the iceberg. What sets LOCAL SEO apart is the way it leverages the geographical component. While traditional SEO concentrates on the "What" of your business (your product or service) LOCAL SEO also prioritizes the "Where" – further refining search to meet the demands of today's connected consumers. By combining What + Where, LOCAL SEO optimizes your online presence and puts your business in a position to show up in local searches and meet potential customers right when they're looking for you. The next step is to understand and implement the six key components that help you power LOCAL SEO: Google My Business: This free, easy to use listing helps you manage what appears on the right side of the page when customers search for your business on Google, including your business name, address, phone number and reviews. Website Backlinks: When other web pages -- including review sites and social business pages – include links back to your website, it strengthens your value and relevance. Search engines take the number of backlinks into account when they rank websites in search results; the more backlinks you have, the more positive the impact on your site's rankings. Good Online Content: Engaging content brings your products and services to life. Informative posts, images and video created and optimized to resonate with consumers help you reach your business goals. Most of all, good, relevant content captures early stage awareness queries and helps your business get found. Directory Listings: These online entries contain a local citation: the name address and phone number (NAP) of your business along with other information to help consumers in the discovery process. Citations also help your search rankings by telling search engines where you're located and validating your business. These listings can appear on other business pages, review sites, or social media platforms. Reviews: The influence of reviews on purchase decisions is strong, clear and measurable. A full 84 percent** of consumers trust consumer online reviews as much more than a personal recommendation. Furthermore, every one star [...]