Last week in local 10/30/2017
Join Local U for the latest public episode of Last Week in Local, a weekly conversation about the articles that attracted our attention during the past week ending Oct. 30th, 2017. This week features Mary Bowling & Mike Blumenthal.
If you have a special topic you would like us to discuss for our other weekly feature, the Deep Dive in Local, or 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.
LocalU Deep Dive with @KrystalTaing of @RioSEO on how to get your Google My Business listing ready for the holiday season.
Krystal also published a checklist on this topic:
Andrew Shotland tells us how Google keeps making it harder and harder for SABs to rank in the local packs, especially for multi-location businesses and then gives us some tips.
Google Chief Executive Sundar Pichai told analysts that efforts to attract “both large and small advertisers” around the world were paying off, especially in Asia, where sales rose 29 percent to $4.2 billion.
Google research showing mobile ads generate 160 percent more incremental store visits compared to desktop and tablet and that local ad efforts such as local inventory ads drive an 80 percent higher rate of incremental store visits.
Pilot is now open to all retailers to add location extension to display ads.
Local inventory ad tie in to google assistant- “where can I buy product x nearby”
Business Prime Shipping, available in the U.S. and Germany, offers free two-day delivery to companies paying $499 to as much as $10,099 a year depending on their size, Amazon said. The subscription program could also win business from office supply stores such as Staples Inc. and Office Depot Inc.
Members of Amazon’s Prime shopping club can pay $249.99 and up for a cloud-controlled camera and lock that the company offers to install. Delivery associates are told to ring a doorbell or knock when they arrive at someone’s house. If no one greets them, they press ‘unlock’ in a mobile app, and Amazon checks its systems in an instant to make sure the right associate and package are present.
The camera then streams video to the customer who remotely can watch the in-home delivery take place. The associate cannot proceed with other trips until the home is again locked.
A great refresher on creating meta descriptions that convert that made the point: “Talk about them, not about you”
TripAdvisor Ads marks the company’s first designed to allow restaurants to reach customers through cost-per-click sponsored ad placements within the site’s native search results. According to Bertrand Jelensperger, senior vice president of TripAdvisor Restaurants, TripAdvisor Ads differentiates itself from competing advertising products by offering restaurants a way to specifically target high-intent diners who are actively searching for restaurants in specified areas.
Is TA getting ready to overtake Yelp?
Let’s say you’re a bike manufacturer that wants “to find households in America most likely to buy a bike,” Amex will find personally identified individuals with American Express cards who have actually bought a bike recently. Then, using the personal identification, it appends the record with additional data that Acxiom has in its database about that particular buyer. Acxiom might have, for instance, recent purchases by the individual using other forms of payment at commerce sites, physical athletic stores and baseball stadiums, and it matches that additional data through the person’s name, address and other personal info.
Do you REALLY need to hide your address? This is the big question that every good local search consultant or agency asks their clients. Another way of phrasing it is: Which is more important to you: winning more customers or keeping your address a secret?
Don’t forget about using useful keyword driven anchor text for those internal links within content, and try to avoid the non-descriptive anchor text such as “here” or “click here”.