Your new customer can be one block and one “OK, Google” search away from your business. Can you help them discover you faster? Providing exact directions to your storefront is relatively simple. But how do you get picked by a voice search assistant among other businesses nearby?
Whenever I speak at a conference, there are a number of local search engine optimization (SEO) questions I always get. Like a bad penny, certain topics seem to always come up, and with them, misconceptions about their use.
YouTube’s recommendation engine is one of the most successful innovations Google has ever built. A staggering 70 percent of watch time on YouTube is driven by YouTube’s own recommendations.
Despite this, the SEO industry tends to focus on sayings like “YouTube is the world’s second largest search engine,” and emphasize ranking in YouTube search results or getting YouTube listings in Google search results.
Especially surprising is the fact that YouTube has actually published a paper (The YouTube Video Recommendation Engine) describing how its recommendation engine works.
When SEO was new, companies could toss up a piece of content that included word-for-word keywords and reap the benefits. As Google’s algorithm evolved and competitors began their own SEO efforts, companies then needed to tweak strategies, but they could still hire someone to churn out some pretty cheap, keyword-laden content to score SEO wins. They could still post guest-written content without reviewing it for quality; they could use (and be rewarded for) gimmicks.
Many facets go into a marketing strategy, and that’s what makes it so interesting. Marketers need to think about who their clients are and what their online search and shopping habits are. They also have to keep a keen eye on the competition, create similar angles that are better than the competition or break out of the box and do something completely different.
Factoring all of those issues and more, marketers have to accomplish their marketing strategies using the funds and resources that are available to them.