Join Local U for our second public episode of Last Week in Local, a weekly conversation about the articles that attracted our attention during the past week.
This year we will be publishing our Last Week in Local video directly to the Local U blog. It will be published every Monday and will include discussions about the events in the last week, strategic and tactical, that affect Local SEO & marketing.
Let us know what you think.
Welcome to Last Week in Local for the week ending January 16th, 2017!
At Search Engine Journal, Katya Bovykina presented a nice case study on her experiences merging a microsite into another site without harming traffic.
Bruce Clay updated and re-published a good guide to real estate marketing, which is a high demand market for Local SEO, but is pretty tough to do well.
Small Business Trends has an interesting post on the benefits of hyperlocal advertising both online and offline and how they can be tied together.
“As mentioned earlier, OOH (out-of-home advertising) works especially well on the hyperlocal level, simply because it adapts to how people are living and moving through their cities and towns -- with billboards and signs near transit hubs and along the main traffic routes, and smart screens in stores and public spaces with lots of foot traffic.
Consider these statistics about the power of out-of-home ads:
- According to a Nielsen report, 70 percent of purchase decisions are made while shopping or otherwise in stores.
- Some 79 percent of consumers take action after seeing an OOH ad.
- Approximately 59 percent of consumers take an interest in time/day/location specific OOH advertising.”
Asymco: As we look toward the second decade of the iPhone, the expectation isn’t one of another “big bang” but a process of continuous improvement. The market is nearing saturation so the goals must be to capture more switchers from Android. Apple has achieved this with the Mac: survival, persistence and eventual redemption.
More exciting is the apparent expansion of a network of ancillary “smart” accessories. The Apple Watch, the AirPods, Pencil and possible new wearables point toward a future where the iPhone is a hub to a mesh of personal devices. The seamless integration of such devices is what has always set Apple apart.
Patent name: Question answering using entity references in unstructured data[T]he system orders the search results based on one or more quality scores. In some implementations, quality scores include a relevance to search query, a quality score associated with the search result, a freshness score associated with the time when the data the content was last generated or updated, scores associated with previous selection of a particular search result from a collection of search results, any other suitable quality score, or any combination thereof. In an example, a quality score associated with a search result may include the number of links to and from a corresponding webpage.
Maybe in 2017 Local will finally see actionable analytics.
Yelp's search to mobile experience has always been an exercise in driving app adoption; users be damned. They, apparently under stress from Google's interstitial penalty, have finally responded with a decent mobile web experience.
Blumenthals: Google has finally entered the web building arena but this very, very limited product will only appeal to very small, under-capitalized merchants. It's more of a location landing page that is mobile-ready than a real website.
Streetfight Magazine. David Mihm and Mike Blumenthal look at what KPIs are important in local search and whether SMBs would value them if delivered.
If you have a special topic you would like us to discuss for our other weekly feature, the Deep Dive in Local, let us know. If you would like to be on one or the other of our segments, reach out and send us the topic and your availability. If you are interested in sponsoring this weekly show also please let us know.