Why costs for local SEO campaigns vary

A question I’m often asked in the world of marketing is, “Why do local SEO campaigns vary so greatly in cost?”
I see three clear types of local SEO services, and the price tag associated with each of them correlates directly to the long-term value of the service.
Automated local SEO services
The most basic of local SEO services are automated software platforms. The core of these services is centered around management of citations in the local search ecosystem.
For a monthly or yearly fee, the automated system will typically submit your business info to various data providers and business directories and ensure your business name, address and phone number are consistent across the local ecosystem.
These platforms are typically user-friendly and easy to manage but offer little in the way of long-term value. When you stop paying for the service, they stop maintaining your listings.
I also want to point out that these services alone won’t increase your website rankings — however, they remain a critical

Search Engine Land Source

The Local SEO Playbook To Increased Visibility And Customer Acquisition

As device connectivity expands and mobile integration becomes more prevalent, local SEO is gaining importance for brands seeking to obtain digital visibility and acquire customers. Millions of new devices such as phones, wearable tech and integrated mobile devices are connecting each day — and changing how users search and discover.
More than ever before, local search influences where consumers choose to spend their money. With new trends in local SEO shaping how customers find brands in 2016, it is essential to adjust your digital content to the evolving search landscape.
Our digital marketing agency, ZOG Digital, is making a significant investment into local SEO in 2016, spurred by the growing importance of keeping brands’ local information accurate and consistent across platforms. A robust and optimized local search presence improves visibility, captures market share from competitors and provides a quality user experience for consumers who interact with your brand online.
Whether you’re moving offices, opening a new business or auditing multiple store locations

Search Engine Land Source

Get Your Local On At SMX West & Local Search Workshop In San Jose

In a little less than two weeks, SMX West will kick off. For those interested in local SEO, mobile search (40 percent local) and offline attribution (everyone should be) there are a number of main-conference sessions:

Local Search AMA: A Roundtable Q&A With Top Local Experts
Local Listings: Putting Your Business On The Virtual Map
Beacons: Opportunities, Limitations & How Marketers Can Use Them Today
Beyond Clicks: Online–To–Offline Tracking & Attribution

But for those who want to go further and deeper, sign up for the Local Search Advantage workshop on February 29. It features a roster of local search veterans on a diverse array of local topics — from SEO and PPC to social and video:

Top 10 Local Site Mistakes & How to Avoid Them (Greg Gifford, DealOn)
The Post-Google Survival Guide & Local SEO Update (Andrew Shotland, LocalSEOGuide)
Local + Social: Like Peanut Butter & Chocolate (Will Scott, Search Influence)
PPC Best Practices: Local & Mobile Edition (Mark Irvine, Wordstream)
Building or Fixing Your Online

Search Engine Land Source

Six Trends Shaping Location Marketing In 2016

How should businesses think about location marketing in 2016?
With more than 50 percent of all computing currently being done on mobile devices, I believe location marketing is on the cusp of exploding into something new: Becoming the foundation for all marketing.
The increasingly strategic value of location data and the strength of mobile will make local marketing more of a foundation of all of marketing. Here are six key trends shaping the local marketing landscape in 2016:
1. Location Data Will Become The Foundation For Local Marketing
For quite some time, businesses have treated location data — such as their names, addresses and phone numbers — as a passive asset that protects their brands. Keep your location data accurate, and you make it easier for searchers to find you. 
But brands are realizing that data aggregators such as Localeze and publishers such as Apple and Foursquare can be powerful partners to amplify location data across the digital world where customers live,

Search Engine Land Source

10 Ways To Simplify Your Local Marketing Strategy In 2016

As I scoured articles proclaiming the top trends in marketing for 2016, one thing that struck me was how many new technologies and new products were being pushed out, all in the name of bigger and better. It was a bit overwhelming.
For the local business owner, marketing has become so complicated. Audiences are fragmented over hundreds of different media outlets, apps, platforms, search engines, social media sites and business listing products.
Yet technology is constantly evolving the way media is accessed and consumed, and it remains critical for businesses to use technology to stay competitive. Large businesses have the resources to utilize every new martech innovation and reach out through every available social media channel.
For the local business, instead of being a jack of all trades, doing a few things well may be more productive. For many, simplifying their marketing strategy may make it possible to take advantage of effective new technologies in manageable, bite-sized pieces.
Here are 10

Search Engine Land Source

5 Trends In Local Search In 2015

Local Search is a constantly changing landscape, and that certainly has been the case in 2015! The power of local search for a local business cannot be underestimated. A Bright Local study found that local search is the most effective digital marketing channel for local businesses. Here are my top five takeaways from a crazy year in local search.
1. From Seven To Three, The Google Snack Pack
In my opinion, the single biggest change in local search in 2015 was the number of local results dropping from seven to three on Google’s search engine results page (SERP). These results are now lower on the page, too, with local ads taking up more premium space.
Don’t expect this to change! It’s now more important than ever to be in a top-three position in Google local results. Local businesses need to prepare, because “pay to play” is here to stay.
2. Near Me & Location-Based Services
A recent Google study indicates that for local searches

Search Engine Land Source

Locally Sourced: Search Engine Land’s Top 10 Local Search Columns Of 2015

Search engine optimization (SEO) is important for any business with an online presence — but for those that serve a specific geographical area, it’s crucial. While the basic tenets of traditional SEO do indeed apply to local businesses, the fact is that local search is its own beast, and it requires a particular set of skills.
Optimizing a local business website for search engines requires some additional work that goes beyond traditional SEO, and our readers took a particular interest in tactical pieces this year, from how to do local content marketing to how to structure local landing pages. Matthew Barby’s comprehensive guide to local SEO was by far the most widely read local search column on Search Engine Land in 2015, serving as both an excellent starting point for newbies and a handy refresher for veterans in the space.
Google threw local search marketers for a loop earlier this year when it made some changes to how local results are displayed,

Search Engine Land Source

Retailers Can Now Sell Paid Search In Their Apps With Point Inside StoreBoost

In-store marketing solution Point Inside has launched a search marketing program for retailer apps. The company calls it “StoreBoost.”
As the name suggests, it enables retailers to promote specific products or brands in auto-complete or to the top of search results within their apps:
The StoreBoost service is available via Point Inside’s StoreMode platform, and allows retailers to boost a particular product or brand to the top result position in response to a mobile search query. The StoreBoost service is also available during autocomplete search, allowing a retailer to pair a boosted suggestion with a related term in the search type-ahead field.
Retailers can use StoreBoost to promote whatever they want, whether it’s house ads or content or third party information. But the capability is most intriguing as a paid-search platform to enable retailers to monetize in-app search. My understanding is that no one is currently doing this but retailers using StoreBoost now have the capacity to charge brands for

Search Engine Land Source

SEO For Shops: The 12 Tips Of Xmas

Christmas is coming. I said it. I hate myself for saying it. You likely hate me a little bit for saying it, too, but I am a big guy, and I can take that.
As it goes, I like Christmas. I really do. I have three kids, and it’s an amazing time to spend with them. I don’t, however, like the immediate post-Halloween gear shift into Christmas overdrive that means we have to live with the anticipation of one day for two months.
However, all “bah humbugs” aside, we marketers can’t just bury our heads in the snow — and failing to plan is planning to fail. We must be thinking and acting now to ensure our digital marketing is on point and that we prosper during the festive period.
Shopping: Online, Offline Or Both?
The digital and physical shopping worlds are colliding. Purchases may start online and end up in store. Or purchases may start in store and end up online.
Customers do digital

Search Engine Land Source

Know Thy Enemy: Local SEO & The Art of War

The art of war is of vital importance to the state. It is a matter of life and death, a road either to safety or to ruin. Hence it is a subject of inquiry which can on no account be neglected.Sun Tzu, The Art of War
The Art of War is a book written around 500 BCE in ancient China. The author, Sun Tzu, was a military general, strategist and philosopher. As popular history would have it, the book has influenced many military operations and conquests over the years — from Japanese Samurai to France’s Napoleon Bonaparte.
Today, the book continues to hold influence in various spheres of modern life. A quick Google search will reveal many tales of the book’s use in the business world. One story that sticks out is when the fledgling Snapchat resisted an acquisition by Facebook, and the CEO, Evan Spiegel, gave all of his staff copies of The Art of War as inspiration

Search Engine Land Source