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As search engines change the way they display results, online marketing changes as well. From where paid ads are placed on the top, bottom and sides of organic listings, to the local search marketing results mixed in with organic listings, the search engine results pages continue to change. Since local listings moved off the maps and have made themselves comfortable within the organic listing space, they continue to be an important element in online marketing.
As the popularity of smartphones and tablets rises, the number of people using mobile search rises as well. As people are out and about, they are looking for local search results. What restaurant should they stop at for lunch? Where can they find some new shopping options when they're already out and about? Make sure your business can be found when local searchers are looking for your goods and services.
Optimizing your local search presence is important, can be relatively simple, and most importantly, free! Here are some tips for rising to the top of local search results:

1. Compile a list of local directories – There are a number of local directories that provide free listings. Create a list of all the local directories you want to appear on. Google, Yahoo and Bing all have local directories, sites like Merchant Circle, Yelp and Manta also have local listing opportunities. There are many more. Google your business and see how many local directories already created listings for you.
2. Create your branding details - If you have multiple locations, make a list of directories for each of your stores. Include the details you want to add to each of your listings, so that the information you present across all of these channels is consistent. Leave room for all of the account information for each site so you'll always have a record of and access to your listings. This will also create a long term plan for your local search presence, you don't need to claim all of your listings at once, so keeping an organized list is essential to your long term local success.
3. Claim or create your local listings – As noted, there are countless websites that already have your store's listings online. Work through the list you've compiled in step one to see if there is already a listing online for all of your locations. If there isn't a listing for your brand already on these sites, create new ones! Almost all of these sites allow you to create or claim your listings for free. Do this, so you're in control of your brand's information on these sites. If you don't claim these listings, other people can, they could use your local search visibility to drive traffic to their websites or stores. If you're missing from these directories altogether, you could be missing out on valuable search visibility and business.
4. Optimize your local search listings – Once you've claimed your listings, you need to make sure the right information is online. This is important not only for potential customers, but also for search visibility. Make sure your contact and business information is correct and up to date. Within the description, optimize the content with the key phrases you want to be found for. List the top brands you carry, what you specialize in and focus on setting yourself apart from your competition. Don't list yourself as a general "store" if you're a specialty kitchen store specializing in small appliances for home cooks. Tell the search engines and potential customers what to expect when they visit your store.
5. Verify your local directory listings – Google, Bing and Yahoo all require a verification process for getting your optimized listing online, as do some of the other local sites you will be using. This is to protect your brand, and you should take advantage of it. Many of these sites offer automated calls with PINs to verify the listings, others offer postcard, email or text messaging verification processes to make it as easy as possible. It is important to remember that even if you go through steps 1-2, your optimized listing won't be available to the public (or the search engines) until you verify it.
6. Maintain your local listings – While most of these sites are a one and done deal, to make the most of these listings, you should regularly maintain them. Whether your hours or menu change seasonally, you move locations or your products/services grow, these changes should all be reflected in your local search listings. The list you compiled in Step 1 will make this ongoing process much easier!

There are a number of local marketing websites that allow brands to claim and optimize their listings for free. E-Power very rarely recommends paying for any of the additional features local marketing services sell, and we typically stick with the free accounts available for our clients. Creating a local search marketing plan for your business is a simple way to outrank your competitors online. As local search results continue to infiltrate organic search results, you can rise to the top of local search results quicker than you could with organic visibility. Organize, claim, optimize, verify and maintain your local search presence for all of your locations to make the most of your online marketing campaign.

Author Bio:
Adrian Bredeson - Search Engine Marketing Specialist
I have been part of the E-Power Marketing team for 5 years, and I'm currently a Search Engine Marketing Specialist, focusing on Organic Search, Social Media, Local Search & Reputation Management. I graduated from the University of Wisconsin - La Crosse with degrees in both Public Relations/Organizational Communications as well as Psychology. I have earned certifications through both SEO College and Google Analytics. Follow me on Google+

Labels: Link Building, Organic SEO

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Your company is on Facebook, Twitter, YouTube, LinkedIn, Google+, Pinterest, and the list continues. Are your organization's Social Media accounts successful?  How do you measure Social Media success?  When I hear this question I immediately ask, what is the goal of your Social Media program? Yet seldom receive an answer other than "We need to be there".  So my question then is, without a goal, how can you measure success?

The most common mistake when an organization decides to begin their Social Media program is not defining any goals. They feel they just need to be there. But why? Why do you want to be on Facebook?  Why are you going to post tweets?  Why spend time on Pinterest?  Once you have those questions answered, then you need to ask how.  How will being on Social Media websites support your organizational goals?  How will the organization benefit from a Social Media presence?

Defining the goals of your Social Media program is necessary in order to determine the overall success of the program.

• Build customer loyalty?
• Provide customer support?
• Expand your brand’s awareness and online reach?
• Increase sales?
• Become an industry resource?

Your social media channels can address all of the goals listed above within your content; However, even though you can include content that covers all types of goals, there still should be only one that is the primary focus. For example, you can't focus on sales only and expect to build loyalty. Your fans will be tired of hearing your marketing messages.

Once you have a clear goal for your Social media program, then you can begin strategizing what content, messages, media, etc. will resonate best with your customers and you can set up your baseline metrics. Think of the shift from push to pull marketing. One of the most obvious yet, most common errors that organization’s make is posting what they want to push when really they should be focusing on what their audience wants and then engages with their wants.

The next time the success of your company's Social Media program is brought up in a meeting, make sure to nail down the goals of the program and what the ideal effect of being on the social channels are. From that point, set your benchmarks and metrics. Then and only then can you begin to effectively measure Social Media Success!


Author Bio:
Andrea Schultz - Director of Search Engine Marketing
I have been working in online marketing for more than 11 years specializing in organic search engine optimization and social media marketing.  I graduated from the University of Wisconsin - Oshkosh with a Bachelor of Business Administration, majoring in both Marketing and Management Information Systems and completed certification in Advanced Search Engine Strategies from Search Engine Workshops LLC in 2004. I am certified in Search and Display Advertising with Google AdWords as well as a Google Analytics Qualified Individual. Follow me on Google+

Labels: Social Marketing

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The owners and webmasters of countless websites do their own Search Engine Optimization. Many have gained strong organic search visibility. They find it rewarding to learn SEO, apply it to their websites, then enjoy seeing their websites rise in search results.

Unfortunately in the past several months, E-Power Marketing has talked with several website webmasters or owners who find their sites being nailed by Google updates and they don’t know what to do. The consistent issue that E-Power finds with these websites is that they are over-optimized for search engines. The website webmasters/owners used SEO techniques that had worked quite well – up until recently.

When E-Power gave some of these webmasters/owners our analysis of why their sites were negatively impacted by Google’s changes, they were skeptical that their sites are over search optimized. How can you fault your date who brought you to the party? They wanted a different answer. I wish there was one.

These situations create dilemmas for both website webmasters/owners and E-Power Marketing. The webmasters/owners know something is wrong, but are not sure what. They don’t know what to believe or whom to trust. E-Power would change the website SEO, but search results will probably get worse before they get better, as that is the nature of Google’s behavior. As these companies have not worked with us before, they do not know if they can trust us. I can send them testimonials galore, but they are still scared, especially to change what had been working for them.

There are other website examples that have good search visibility that could easily be dramatically improved. They develop strong content on a regular basis. SEO fundamentals are implemented. But a variety of easy-to-change details are missing that lowers their potential search positions.

Which brings us to the shortcomings of DIY SEO

There is nothing like working all day, every day on SEO across dozens of websites. You know what techniques are working, what are not working, and most important, what stopped working. A website doing its own SEO does not have the insight of an SEO firm.

Working with an SEO firm is valuable. Webmasters and owners grow to trust their expertise. A good SEO firm will guide its clients to practice the most effective current SEO techniques. The SEO firm will stay on top of pronouncements out of Google so they do not have to worry about Google algorithm updates.

Yes, I have a vested interest in taking this position. Nonetheless, the economic benefits of working with strong, experienced Search Engine Optimization specialists will more than pay for themselves. They will provide tangible value by increasing your search visibility that will increase sales. Plus you will know who to blame if things go hoo-ha.

Labels: Organic SEO