I recently attended a DFW/AMA luncheon that featured Mike Merrill, Director of Marketing for ReachLocal, Inc., as the speaker. His topic, Google 2011: Impacts on Local Internet Marketing, focused on three key areas, including new Google technologies targeted to local marketing, the impact of changes on small businesses and recommended actions for small businesses.
While I use Google daily, I didn’t realize the company was making so many strategic changes. A few “aha” moments for me during the lunch included:
- How social media impacts SEO. Having a strong social media presence impacts SEO and affects a company’s organic search ranking on Google. While I don’t understand the algorithm (I am right-brain dominated after all), I do understand that Twitter and Facebook affect your search rankings. Retweets matter. Shared Facebook links matter. Social authority matters.
- How Google continues to transform. With a goal of being the number one search site, Google is testing new features and services such as Google Offers (will compete with Groupon) and Google Plus One, which competes with the Facebook Like button. Plus One, which is the equivalent of your stamp of approval, signals what content is most relevant to an individual.
- How mobile is changing the marketing landscape. As mobile searches continue to increase – 10 percent of all searches are now mobile – it’s even more important to consider your company’s online presence. How does it appear or look in the Google preview? How are reviews impacting conversion rates for your business or your client’s business? If you’re a business owner, are you “claiming” your business and ensuring company data is accurate?
As search companies like Yahoo! and Yelp look to increase market share and the SEO equation continues to evolve, marketers have increased opportunities for more leads and more ways to engage with consumers and gain insight into what they’re thinking.
These “aha” moments inspired me to press on. My next steps are to read the following: The Constant Contact Guide to Email Marketing by Eric Groves and The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition by David Meerman Scott.
What have you read about the dynamic social media landscape lately?