Google's Local Business Dashboard - Don't Do Local Search Without It!

Today, we'd like to show you how to take advantage of Google Local Business listings. The Google Maps team has just launched a new dashboard in its free Local Business Center that will provide you with information on how users interact with your local listing on Google Maps and Google Search.

This is very important as local listings has become an increasingly important part of the Google algorithm. Because the information is verified using humans or via phone book listing, Google gives strong weight to those who are listed. This will result in your listing being shown in more search results.

As you can see below, the dashboard will show you stats such as how many times your business comes up as a search result, how often people click through, which queries led customers to the business listing, as well as which zip codes customers are coming from when they request directions to your location. All you have to do is claim your listing in the Local Business Center and go through a quick verification process to get access to this information.

For the local business who relies on Google in helping customers find the business, you can now measure the impact of search, especially the top search queries that result in your business showing up in the listings. Once you see these search queries, you’ll want to have your listing show up more often in searches. This will lead you into assessing whether you should move forward and buy the keywords in the Google AdWords campaign. You’ll also want to think about optimizing your website to get more inbound traffic from natural search results who are LOOKING for your product or service.

If you are interested in knowing more, go to the Office Google Blog to learn more details about Google's new Local Business Center Dashboard.

Labels: google local business center, search engine marketing

posted by Fred @ 10:11 PM

                         

Yahoo Stays in the Online Ad Game

Yahoo became the latest Internet search engine to make a big move into online advertising networks. By buying BlueLithium for $300 million in cash, Yahoo counters somewhat similar moves by Google (DoubleClick) and Microsoft (Aquantive).

So who is BlueLithium and what do they do you ask? BlueLithium has a user base of 120 million, and has the 5th largest advertising network on the Internet. In other words, 120 million users visit the website network they have strung together from many hundreds of highly trafficked websites.

What this means to an online marketer, is that the big 3 search engines, are also the big 3 online ad networks for display ads, contextual ads etc. Just as FoundPages has evolved from mostly search marketing to online marketing, the search engines have as well.

Does that diminish search engine marketing? Absolutely not. Search is still usually more effective than any other online marketing and is our calling card. However, online advertising is a natural follow on from search marketing and uses similar talents, tools and assets.

We have found in some cases than contextual advertising is more effective than even search advertising. Contextual ads are displayed beside related articles, blogs, videos and even email (like Gmail). This is similar to traditional advertising whereby an ad is 'placed' articles that will be welcomed by the audience reading the article. eg. ads on 'victoria condos' beside an article on retiring in Victoria.

You can expect to hear more from us (and Google, Microsoft and Yahoo) about online ads - all types of them.

Labels: bluelithium, online advertising, online marketing, search engine marketing, yahoo

posted by Fred @ 6:25 PM

                         

Search Engine Marketing to Grow to $18.6 Billion

According to the Search Engine Marketing Professional Organization (SEMPO), search engine marketing is in for an impressive growth spurt, growing to almost $19 billion in 2011. For an industry that didn't really exist until 2001, that fairly impressive growth in 10 years.

We think this is low, and does not reflect all the various spin-offs from search engine marketing, including search based video ads that are coming, display-based ads and keyword driven marketing. Also contextual ads are not included by SEMPO as they are not technically 'search-based'. Online ads are becoming contextual in nature, so even if the ad is not search driven, it is displayed based on what you are reading or viewing which is increasingly driven by keywords.

We're still at the 'beginning of TV' for online advertising. Meaning there are variations we haven't even thought of that are still to come. Speaking of which, there are agencies that specialize in combining TV commercials and search engine marketing. This is very effective marketing, creating interest on a large scale, and then ensuring that interest can be directed to a website via a search.

Sure we're biased but if you only saw a bit of what we see coming down the pike in online advertising and marketing, you'd be impressed too. Expect a sea change in the advertising and marketing industries in the next 10-20 years.

You don't really think Google is giving away free wireless high speed Internet in major cities just for the heck of it do you? Or the iPhone to be the last of its kind?

Labels: online advertising, search engine marketing

posted by Fred @ 3:05 PM

                         

Online Lead Generation Effective But Not Used

Just read an article that I thought I would share. In a survey of 400 marketers early this year, despite it's importance for sales, less than half of the respondent's companies use the Internet to generate qualified leads.

According to e-consultancy and Clash-Media, the most effective methods of generating leads are all online but marketers aren't taking advantage of them. The survey also revealed that the most effective online lead generation methods were paid and natural search.

This jives with what we know - online is the easiest and most effective way to generate leads, as long as you can qualify them. Before, 'Internet leads' (if you even get any) were poor quality. But today with search and other tools, you can be REALLY effective in getting good leads from the most efficient and effective lead generation platform in the world that is accessible by 800 million users - the Web.

Labels: lead generation, marketing, sales leads, search engine marketing

posted by Fred @ 5:47 PM