For companies with physical locations and ecommerce sites, driving customers into physical stores can be just as important as selling online. Organic search can be a powerful channel for both.
Google just released a newly redesigned and feature-filled app to make managing the location information — critical to local search across Google web search and Google Maps — a lot easier on the go. From the app you could always:
- Manage multiple locations from one dashboard;
- Update business name, address, and hours;
- Manage and respond to customer reviews;
- Post updates and photos to Google+;
- Monitor high-level analytics on visibility, engagement, and audience to understand how people are searching for your store information.
But now, the redesigned app enables you to also:
- Manage locations open 24 hours;
- Draw city, postal code, or radius zones for businesses that serve limited areas;
- See how your business is represented in Google search, Maps, and Google+;
- Monitor analytics on Google+ post performance;
- Get more detailed feedback on location information.
The Android app is the first to receive the update, naturally. Download it at Google Play. The iOS version can be found on the Apple’s App Store, with an update to the new version reportedly coming in the next week or so. Both versions of the app are free to download.
The redesigned Google My Business app integrates with the Google Analytics app and the YouTube app to interlink the data needed to manage location information updates, monitor performance, respond to updates and post new content easier. And Google’s suite of apps makes monitoring and managing your local search information simpler when you’re closer to your phone or tablet than your computer.
Having to switch between three apps is not ideal, but at least Google has provided the interlinks. When you move from the Google My Business app to Google Analytics using the app’s navigation, hitting the back arrow takes you back out of Google Analytics and into Google My Business instead of dropping you on your phone’s home screen.
While the Google My Business app does make some functions easier via mobile, you’ll definitely want to upload your locations initially using a computer if you have more than one or two stores.
Getting Started with Google My Business
For those who have worked with other iterations of Google business tools, Google My Business has replaced both Google Places for Business and the Google+ Pages Dashboard.
There is no monetary cost for participation in Google My Business, only the time you spend. Depending on how many locations you have and how confident you are in the data you have about each location, the amount of time this takes could be negligible or substantial.
If you have more locations than time, consider starting with your top 10 locations based on their revenue or strategic importance. Dipping your toe in the water will boost the local search benefit for your most important locations and also give you insight into the value of optimizing your remaining locations.
Locations can be entered individually, one by one, or by bulk upload via a spreadsheet for businesses with more than 10 locations. If you’ll have more than one person managing the locations, make sure to create a Business Account. You can share the business account with multiple individuals without having to give out your personal Google password.
It’s important to note that Google My Business makes a distinction between your “brand” as a business and your individual locations. Location pages are essentially the information shown alongside the map in Google search and map results (at left above). Brand pages look like Google+ profile pages (at right above). I recommend claiming and optimizing your brand page as well, but the local business pages are the focus in local search.
Optimizing Local Search
Local search is about more than traditional web search results in Google, Yahoo, and Bing. It encompasses getting found via in-car mapping systems like OnStar, apps like Apple Maps and Google maps, social sites like Foursquare, reviews sites like Yelp and Trip Advisor, and online directories like Yellow Pages.
Local search optimization — driving customers into your stores instead of your competitors’ regardless of where they’re searching — requires distributing accurate, relevant data and content to more than 300 sites and databases. This goes far beyond individual location optimization by manual upload. Optimizing the universe of local search opportunities just isn’t possible without the help of a specialized local search solution provider that uses an advanced software platform.
However, Google My Business is a good place to start. As the leading search engine in the world with a top map platform as well, optimizing local search for your locations on Google’s products will get you a long way.
Original article by Jill Kocher for Practical E-commerce.com
The most widely recognized approach to enhance your site’s web advertising strategy is either by using SEO or PPC (for this article in the matter of PPC we will refer to Google Adwords and the other way around). The ideal model that the larger part of web advertisers have been utilizing is a substitute model of utilizing either SEO or PPC when the campaign objectives aren’t accomplished.
Along these lines of thought however, are not producing the sought results and consequently there ought to be a standard transformation on how these two methodologies are used for greatest effectiveness. Streamlining web search engine dynamics is an objective that a large number of organizations go for. A capable and successful approach to accomplish this is to consolidate SEO and PPC.
Using a thoroughly planned SEO methodology will get results in the long run and top rankings in search engines and, in addition, a responsive feedback with your client base. Then again, PPC offers quick results guiding site traffic to the displayed advertisements and banners maximizing ROI and empowering direct contact with your clients.
With a specific end goal to viably consolidate both methods however, you have to join a mindful and a deliberate procedure.
- The first most critical step is to set up your PPC, which will send guests to the most pertinent landing page. PPC campaigns are mostly effective when they contain promotion ad groups along with relevant catchphrases/keywords that will guide guests to the target page. On the off chance that PPC is not set up in this way in your campaign and you are sending every one of your guests to the landing page, you can still have insights through PPC reports; however they will now be less insightful.
- The second vital step is to have your Adwords account connected with Google Analytics. This way you can send out the campaign measurements as they relate to visitor activity and its sources which will give you a smart idea about their behavior, conversion and all sales.
Harmonising SEO AND PPC
- How to create landing pages
At the point when content pages are aimed accurately, they are profitable both in SEO and PPC quality scores. PPC helps you in surveying a variety of things, namely:
• Google’s judgment of your pages
• Pages with higher quality scores
• Keywords on those high-quality pages
• Customer’s appraisal of your pages, bounce rates, exit rates, time on page.
- How to select the right keywords
Google Analytics has of late changed its keyword analysis which has brought about Adwords turning into the best instrument to evaluating the effectiveness of a keyword. One approach to using this aspect is to begin with Adwords keyword analysis and to export the results of the focused keywords into your SEO strategy and measurements.
The arrangement of paid and organic efforts ought to be your basic consideration alongside the keywords and their associated competition and expenses. A word of caution, however, because of financial constraints or depending on your ROI objectives you may not generally have the capacity to purchase paid search ads. Likewise, the amount of competition for any given keyword makes the effort to rank organically substantially more troublesome and resource intensive.
3 Ways to combine PPC and SEO for the better
1. Bidding on your Brand
Bidding on your brand is most likely a smart thought, despite the fact that you may rank first for the term in SEO. On the off chance that you have a twofold listing within the SERP, you accomplish two things: one: your brand gets more esteem and two: you get more support. You may get reduced clicks on Organic sources, yet you will get more visits and most likely a higher general CTR because of support. What’s more, branded searches, as a rule, have a strong conversion rate and low CPC, more visits lead to more benefit.
2. PPC & SEO working together
An SEO & PPC collaboration builds the search traffic in all since with PPC you can indicate keywords that you don’t have organic rankings for and vice versa. The key here is to focus on the high-value keywords – despite the fact that they are not top ranking in organic search. On the off chance that you know the strengths of PPC and SEO, you can make them work together in harmony.
3. PPC for link building
SEO & PPC function very well together as supplementary methodologies to promote one’s site.
As you most likely are aware SEO is more about content. You might have tried really hard to make incredible content and advance your site, yet at the same time you haven’t seen the traffic you targeted for. At that time, utilizing PPC along with your SEO efforts is an awesome and minimal effort approach to spread your content to a lot of clients (to can try using long-tailed, non-commercial keywords for instance for PPC). Don’t forget to use Social Platforms along with for magnified results.
It is quite surprising that even with a lot of information out there, just a few brands genuinely take advantage of combined strategies crosswise over paid and organic search. Your website promotions should consider how customers communicate with their search efforts, including ad copies and keywords.
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