The Transactional Local SERP, Digital Marketing Pain Points, and More.
This fascinating study from BrightLocal, with expert commentary from Tom Waddington, highlights the impact of Google’s Local Services Ads on clickthrough behaviors.
Frankly I was surprised the effect wasn’t even more dramatic, but the test appears to have been conducted solely on a desktop interface–which itself receives fewer than 50% of searches in many markets where these ads appear.
Critically, reviews appear matter a LOT for capturing a searcher’s attention, regardless of whether they appear in an ad, pack, or organic result. So get your review acquisition campaigns in order ASAP.
Transactional clickthroughs are coming to the local pack results as well. Barry Schwartz of Search Engine Land details Google’s latest release that enables businesses allied with Google’s Reserve program to have customers schedule with them directly from the search result.
Local marketing analyst Greg Sterling lays out the primary pain points local businesses like you are feeling when it comes to digital marketing. And comes to a sad conclusion about most of the companies you’re buying solutions from:
“It’s my conclusion that most of the SaaS companies and marketing companies serving the ‘SMB market’ simply don’t care at a basic level about the success of their customers. They just want their money.”
Hopefully you don’t feel that way about Tidings! We’ve got some great, unbiased learning resources in our Vault, and truly want you to succeed with email marketing–particularly as the reach of unpaid social channels declines.
Confusingly, Google has added a new type of query to your Google My Business Insights report — “branded.” Which doesn’t mean YOUR brand, but rather a brand related to your business for which you appeared.
Frankly, without knowing the exact query, I’m not sure this new distinction provides any analytical value, but it’s early on, so maybe some of you will derive value from it over time. If you do, let me know what that value is!
Four months into the post-GDPR reality–the new European privacy law–Litmus’ evidence suggests that the majority of email marketers are not seeing the major list damage once predicted.
I generally agree with all of these takes–list quality has improved and engagement has risen since GDPR went into effect.