If you’ve ever conducted a localized search (say, a search for a nearby eye doctor, a local pizza spot, or a plumber who services your community), then you’ve seen the Google Map Pack. Also known as the “local pack,” this is a block of three local businesses, including their contact information, placed prominently at the top of the search engine results page. Essentially, it’s Google’s way of telling the search engine user that these are probably the three most relevant answers to their query.
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In order to connect with local consumers, it’s vital for your business to achieve targeted visibility on Google. There are several things you can do to achieve that goal, including optimizing your business website and developing a strategic Google Ads campaign.
For brick-and-mortar businesses, local search visibility is essential. It’s what allows your business to remain top-of-mind among customers in your geographic area… that is, the people most likely to spend money on the goods or services you provide.
The Internet has become the predominant source of information, the primary means of communication, and the central hub of entertainment for people all across the world. Naturally, everyone wants a chance to access the same online experience, regardless of any physical disabilities or impairments.
At enCOMPASS Agency, we hear from a number of clients who know that they should be using email marketing more strategically, but are unsure of how to do so. One of the tried-and-true options is to create and send a regular email newsletter, establishing a direct conversation with your target audience, keeping them updated and engaged with your business. Indeed, a consistent email newsletter can accomplish several things: It allows you to foster relationships, share your most recent blog or video content, and promote your latest sales and offers.
Google shook the digital ads industry when it announced that it would be removing “cookies” (the technology that enables them to track Web-browsing habits, serving consumer information to advertisers) from its Chrome Web browser. While the announcement was greeted as a big win by privacy advocates, it was understandably worrisome to advertisers, most of whom have come to depend on cookies to help target their ads. It didn’t help that Google’s initial guidelines on the matter were worded rather vaguely, leading to a real sense of panic among digital advertising professionals.
As the nature of retail changes, some businesses may not have quite as many opportunities for direct, face-to-face interactions with their clientele. As such, businesses require new ways to engage their customers, to build relationships, and to remain top-of-mind.
In the early days of SEO, many of the most popular tactics involved boosting a website’s rankings at the expense of user experience. For example, some SEOs employed methods like keyword stuffing, or even inserting “invisible” keywords into their copy. Today, the landscape has shifted significantly, in ways that are advantageous to both SEO and end user alike: It is now well-understood that, if you want your site to rank well, it also needs to offer a positive experience to your readers.
In our experience, most marketers and business owners keep a vigilant eye on their website analytics, carefully monitoring their incoming traffic. It’s always encouraging to see your site getting plenty of hits, but what about sudden drops in traffic? This can happen sometimes, and it may even cause a momentary rush of panic.
No matter if you’re writing a company blog post, a press release, or Google AdWords copy, it’s crucial to make your content compelling. Ideally, your words will convey to the target reader that you understand their pain points, that you have the solutions needed to make their lives better, and that you can be trusted with their hard-earned money.
