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Google My Business – Claiming your business, Mapping, NAP, plus more

Google My Business (GMB) is definitely a must-have when it comes to operating a business at any level, but there’s also a level of strategy that needs to be considered when doing so. There is really no end to how strategic you want to work GMB into your digital marketing plans for 2020, especially with voice search optimisation now a major player. So, ready player one? Let’s start with the basics to get you thinking on the right track.

Claim it

Every business that operates offline or online should have a Google My Business listing. We say ‘should’, because, more surprisingly, you will find that more than a quarter of local businesses are yet to be claimed. A Google study in 2016 told us that 56% of local retailers haven’t claimed their Google My Business (GMB) listing. By 2019, this number would drop, but not drastically as you’d expect.

If you’re local, you’re definitely going to want to be seen in those map listings that appear in Google search.
It’s important to note that if your business is claimed, it will look well-maintained. Updated information, great photos, accurate NAP (Name, Address, Phone Number) etc.

If it is not claimed, it may not even appear in a local search. If your business does pop-up in the search engine, like in our example, but you haven’t claimed it, it will say at the bottom of the map listing ‘’claim this business’. You’ll then be redirected to the Google My Business page to get started.

#TIP

Check first.

Google search your business name and see if it appears right of screen like in the example below. As you can see, the business name has been entered in the search bar, and if your digital marketing is managed well, your search should look something like the image below.

google my business

Mapping & NAP

Note that on the Cutri & Co. Barber Shop example, the information provided should be consistent with all web domains, social media accounts and e-commerce sites representing the brand. By keeping everything the same, Google will award you points, and this can improve your web ranking. The critical information of your business is known as the NAP (Name, Address, Phone) and coupled with Google reviews, will preference your business amongst local competitors when a generic search takes place.

Example in this case, if you were to search ‘’Barber Rozelle’’, the business example should appear in the top 3 recommendations, if not the overall number 1 top pick by Google matching with your search.
As you can see, this has been achieved by the marketers in this screen-grab below.

search results

Mapping is much the same to NAP. Google Maps tend to be the preferred navigation option to consumers. If your information isn’t updated regularly, this can effect your overall web ranking and mapping visibility to Google. As Google are constantly doing changes to improve functionality, not to mention keeping up with all the changes to roads/traffic conditions, you will be solely responsible for maintaining this aspect, and advising Google of changes to your business listing and any factors that may hinder a consumer reaching you & your services.

Need help with your Google My Business (GMB) strategy in 2019?

Reach out to us at GYA today for your complimentary consultation and free GMB audit.

What is Voice Engine Optimisation?

Q: If we want to describe voice search in 3 words, what would it be?
A:FAST, RELIABLE, LIFE-CHANGING

VEO is essential to all brand & marketing strategies going forward, and if you don’t have a plan in place to strengthen this strategy, annually and over the next 5 years, you will lose big in the marketplace.

Figuratively speaking, you’ll miss the boat if you don’t get on now. It’s going to be extremely hard for smaller businesses to compete with the mid-size competitors if they start rolling out their strategic phases in the next 2-3 financial quarters.

Many advisors are under the impression that VEO isn’t going to be of immediate concern for larger businesses to be implementing in their SEO strategies right away, however, there is strong evidence to say otherwise. Ageing marketers are ignoring the emerging patterns in Social Media Optimisation (SMO) & localised marketing, which is going to play a huge factor in VEO 2020 and beyond.

Uber Smart.

Marketeers & creative writers alike, never fear, you are still needed for now. Writing great content won’t be substituted by artificial intelligence (AI) in this era.

We’ve still got a little ways to go before we can completely let go and become couch potatoes, but you’ll need to rethink your mindset when sitting down with your team to discuss the variables in a VEO world that is quickly approaching.

More importantly, we’re talking about getting inside the head of your local customer.

Uber has started this SMO strategy already, and It doesn’t take a genius to work out that they willleverage this to maximise their return on investment (ROI) when it comes to implementing the notion below:

When creating your content you’re going to need to understand how your customer talks. All the unique colloquial terms and phrases will come into play whilst copywriting conversational pieces. This is the future, and if you’re thinking like this now, you will have a paramount advantage amongst the rest.

FREE VEO ADVICE

You can win at VEO with a focus on localised marketing, and one key factor — Boosting your Search Engine Optimisation (SEO) strategy with SMO. Be sure to target information to your customers on a micro level and you will takeaway a more in-depth understanding of their needs in real-time. This strategy compliments the needs of VEO in the future and you will be able to compete and meet the demands of your consumer with flair.

Recent Google studies have shown that we can divide our voice searches into 4 categories. We want quick, reliable information, and it has to be credible as well as engaging.
veo

A great stepping stone when optimising your VEO strategy is google my business.

Create & claim your business account, then make sure your listing is fresh &updated periodically or as needed.

Choosing the right categories will reflect back to your website itself.

#TIP: CREATE GREAT VIDEO CONTENT

graph

PAGE SPEED IS A RANKING FACTOR

Voice search is quick… 4.6 seconds loading on average, and it’s getting faster. The average website loads in double that time, so if you haven’t optimised your speed capability you need to figure out a solution ASAP!

Things like minimising your video content to 25mb-50mb (download) will help too. That size is a comfy download for most users at the moment who have basic data plans with their providers.

You don’t have to compromise the content of your video, just look into “adobe media encoder”. This tool can reduce the download size of your video content drastically, it’s amazing and totally worth the investment.

Why Video?
Because video works on all SEO strategies. It’s cool, engaging and enhances the users experience. It gives you a better chance of getting the top spot on any voice & desktop search. This is called ‘’position 0’’.

YELPIS ON THE WAY!

Business insider gave us a look into the market share of voice assistants last year, and it will only get more competitive in the next 12 months leading into 2020. Naturally, Google will want to create a ‘’Google world’’, much like Apple have done with their products & services. The parent company has optimised their products to work cohesively with one-another, and in the past it’s been Apple’s way or a tricky highway.

Interestingly, Google’s voice recognition technology is far superior, and they will look to leverage this by pushing any on-the-fence consumers in the direction of their services.

Companies like Yelp provide a great solution to this issue for marketeers looking to capitalise on the Siri customer. Make sure you’re claiming your business on both of these platforms at a minimum and you’ll have a lot less headaches in your SEO plan for 2020.

#TIP

You’ll need some 5 star reviews. Work hard and let them flow naturally. There’s nothing worse than a business faking reviews and being found out. You lose all domain authority and your dignity— dude, seriously!
PS: Location keywords & phrases will matter! We’re talking mostly “near me” searches after-all.

HOW TO MAKE VIDEO WORK FOR YOUR VEO IN 2019

As mentioned, video can get you the top spot in voice search, this is the poll position, the inside lane, the bookie’s favourite— you get the point. Position zero, better known as the snippet that appears top of screen on the search page, can get your content viewed as a priority. The search algorithm takes keywords and phrases to suggest the best suited content to the user.

Example: If you were to voice search “Hey, Siri, How do I make an omelette?”, You’re more than likely going to see a video of someone teaching you to make an omelette accompanied by a written dot point or numbered ordered on how to do this. Google loves it when you optimise your video content in a call & response type nature.

VEO, BECOMING CREDIBLE, SMO IN 2020

Raise your website domain authority by adding more links, publishing more creative content, encouraging social sharing, and improving the user experience. Google love this, and it will boost your web ranking.

72% percent of people who own a smart speaker say it’s part of their daily routine. We will see this technology become an extension of us as people. VEO and SMO will be paramount to all 3-5 year SEO strategies in 2019, as we all become smarter and better equipped to deal with the ever-changing world we live in— and in part, the world that we have created.

#TIP

Optimise the video title to the exact question people are going to ask it. You’ll also want to optimise the question, and the variables of the question, in the tags.Ideally, you should write a very detailed text description in the box YouTube provides you also staying as close to the video title and tags as possible.

Q: YouTube!?
A: Yes. When creating your content have it published on Youtube. Google own them, so they give it priority.

If you get stuck thinking of keywords & phrases relevant to your page and content, a great website to use is answerthepublic.comcheck them out!

A great trick is to make a list of the best questions you can come up with and try to answer them all. This will be a great indication if you’re on the right track to communicating effectively to your customers.

If you’d like more information on the digital market transformation of 2020, reach out to us at GYA.

The SEO Evolution

  • A real breakdown on how Search Engine Optimisation (SEO) works.
  • What you can do to navigate heavy fees from agencies.
  • Most importantly, learn to compete as businesses begin the race to leverage Voice Engine Optimisation (VEO) in 2019.

Search Engine Optimisation (SEO)

SEO embodies techniques, tools and strategy that allows the information you publish on your website to be discovered, improving and maximising reach. Your web content is later ranked against similar websites on search engines like Google, Yahoo!, Bing etc.
Keywords and phrases are the bread & butter to SEO, and this works cohesively with your webpage content.

Example:
Google search Chiropractor Leichhardt, and you’ll more than likely see the first 3-5 or more results all displaying the commodity & location you searched in a blue page title link. These keywords can also been seen in the text below the title. Adding related keywords & phrases to your content such as; Back-pain, Sharp Pains, Best Chiropractor Sydney, help immensely. Makes sense right?

By implementing the above, you have a greater chance of driving people to your website to check out your information & content.

The Digital Farmer’s Market

If you’re new to the marketing world, or well-immersed in it already, chances are you’ve heard somebody coin the term “Organic growth”.

Organic growth in the marketing world is a win by most standards. Essentially, the aim of the game is to make your web content easy to find and search friendly for your core target market.

The reasoning behind the organic term is to simply imply that you’re “discovered” and “found” by the customer, as opposed to something more direct, like an Ad Pop-up window jumping across your page.

As you’re by now aware, ironically, there is nothing really organic & natural about this process. It’s also very well reported and analysed by teams to change strategies accordingly.

Head’s Up!

For the record, you can make a report do anything you want if you have an agenda. Unfortunately, this tends to be the case for most agencies that aren’t invested in your long term goals.

We’ll tell you what signs to look for in a sec, but first, let’s breakdown what SEO embodies and encompasses.

Why You Need Great Content & Creditability To Succeed With SEO in 2019

The cool kid threw all the parties because he wanted to be popular, and so do you, right?! Well, maybe not you, but your business certainly does if it wants to survive in a competitive market.

Your website ranking is tallied by search engines when websites provide links to your page and your website as a whole.
To companies like Google, links from external websites are considered a vote of confidence in usefulness & relevancy to your content.

Shared links from highly reputable websites have far more pull than lesser known sites. Typically, the more links you gain from reputable websites, the better your website will rank.

Heads Up!

A great way to leverage the “cool kid” theory is to approach a business dissimilar to yours, find something to offer their customers they cannot, (while keeping it relevant to their brand) agree to a cross promotional marketing event or tactic at a low cost to your business to maximise the return on investment, (ROI) and support each other via the digital channels you operate in the lead-up, during, and post-period to the partnered strategy.

Content is KING.

If you aren’t invested in your online content, you will lose in the marketplace.

Content has become so pivotal to your product, now more than ever in 2019. Heavy discounting, supply chain conglomerates, overnight shipping etc, are just a few of the reasons why you need your brand to standout and be reputable amongst your core demographics.

Social Media Optimisation (SMO) is now one of the most powerful platforms to embody a SEO strategy. It’s important to consider SMO when formulating your SEO plan for 2019-2020.

Create a lifestyle for your brand, know your target market, and when implementing SEO tactics for your business, remember to humanise your approach as much as possible without coming across lazy.

When looking for the right strategy to boost your online traffic it’s important to be realistic, open-minded and importantly, creative. No two strategies will ever be the same if marketing team are doing the good correctly.

Tell us how you would like to Generate Your Audience?

Why You Need to Take Social Media Marketing Seriously in 2019

Social Media is this generation’s television

Over the last few years large corporations have been going under because they failed to measure the ROI in social media. They put all their eggs in television commercials (TVC) and they all lost billions. Yes, billions.
It is the one of the key reasons why Disney had the opportunity to buy ESPN.

Overly Connected

Social media transitioned into a credible source of news, entertainment and media over the last 5 years. Facebook live, IGTV (Instagram), Snapchat Discovery, plus many more, all evolved from YouTube, respectively. These platforms are utilised by huge television networks that work around the clock to deliver engaging content targeted at audiences in the masses.

In 2020, we will see larger corporations use this approach at micro level but you should start now.
Running great content is free. If you’re in business and you’re not posting great video content at least twice a week you’re already losing the race.

IF YOU’RE NOT OBSESSED WITH SOCIAL MEDIA MARKETING IN 2019 YOU WILL LOSE BIG in 2020.
Instagram and Facebook has developed rapidly over the last 5 years. Once a network to connect the lives of family, friends, the interesting & influential, has now become one of the most compelling ways to talk to your audience and market your product & services.

How do I start?

Think about your social media as thoughtfully as you would any marketing strategy. Social media is a great way to reiterate what your new & existing campaign messages are.

#TIP

Having a community building strategy is a great place to start.
A simple, yet effective, way to build your brand on social media is to observe your local competitors. Take a look at what their key messages are and challenge yourself to look at it from a different angle. Be creative. Look at how they engage with the audience and also how their audience responds to specific messages.

PERFORMANCE & POWER

There are tons of different opportunities to advertise in social media, and it’s relatively cheap for now. These days, ads are costing around $4-$80, depending on what network it is, and how much you put behind it to boost it, though it’s predicted by 2022 these ad prices will rise to 10 times the current amount for your social advertisement. This will seriously effect smaller-mid size businesses if you don’t start building your network now. McDonald’s, BMW, Mercedes Benz will not let you compete in their advertising space when it matters most, and you won’t have the resources like they do to even attempt a serious challenge.

Performance based marketing is important. That’s essentially measuring your clicks, followers, engagement, site visits etc. This is fairly straight forward and should be monitored regularly to adjust your content accordingly with what is resonating better with your audience. 60% of your time and resources for smaller businesses should focus on this strategy and getting it right.

The other 40% of you’re time should be invested in the creative aspect. This is the brand building portion of your business and serves the purpose to create, control and refresh campaign content as often as needed.

#TIP: Break your campaign content into 3 month quarters. 4 campaigns a year, that are different, and encompassing one another, will be a sure fire winner.

SHOW Me The Money! Don’t TELL Me About It.

According to online marketing expert Marcus Sheridan, 80% of what we consume online is video content. Even YouTube continues to grow as a platform, giving more and more YouTubers a chance to create original video content for their audiences.

Build video content around your campaigns. It is imperative if you want to capture the target market, so consider employing a few creatives in your team that can think outside the box. It’s competitive out there and generally you’ve only got 3 seconds to win someone over on social media. Think purposefully.

A great example of this is Uber. Uber’s current campaign has extended commercials, yes, although the ad’s that you’re most likely seeing are 10 second snippets of the longer commercial. This is specifically targeted at your localised demographic, whether thats your town, city or country. It’s personalised and eye-catching.

BE INFLUENTIAL.

Don’t be afraid to stand for something and stand behind a public figure. Influencers with a large following can be your best friend at times. Don’t ever discredit a good freebie for publicity.

Perhaps offering an influencer some of your merchandise will pay dividends in the future if you reach an agreement for them to repost your product and tag your channel.

#TIP

Carefully pick & choose the right influencer or celebrity for your brand. Do your research on what they stand for and see if it aligns with your own company values. The last you will want to do is work with someone who turns out to be a morally horrible person. This will damage your brand and make you look just as bad as the person you stood behind.

carefully pick

pickup

One thing to remember it’s only a win-win if you collaborate with the right people.

If you’re looking to build your brand across social media talk to us at GYA, and we’ll tailor your social content to fit the needs of your business.

How Can PPC Help Your Business?

You Can’t Measure Effort But You Can Measure PPC

PPC is a great indication, not only that you’re meeting deliverables and KPI’s, but it’s pretty easy to read & evaluate if your content, campaign, or communication sucks.

How Much Is PPC Advertising?

The actual pricing of PPC can be called CPC — Cost Per Click. CPC is what you pay, however it’s no set-rate, it can vary depending on who you’re advertising with, what you’re advertising for, and how in-demand the advertising space is.

The average spend of your CPC will be $1-2 USD. It can increase to as much as $50 per click and more. As stated, it depends on the variables mentioned.

Another metric to look at is the Cost per thousand, AKA Cost Per Mille.It’s a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad.

FACT: Helpful hint to remember the formula; Mille is Italian for 1,000. Grazie Mille = Thanks so much. You’re welcome, Marketeers!

PPC IS TARGETED

PPC is great because it can be as targeted as you like. Create ad-words based on your audience, their location, sex, hobbies, language, age, interests, keywords, even their device type.

It enables you to more accurately measure what’s actually engaging your audience and what they could care less about.

That’s not all.
As 98% of initial traffic doesn’t buy your services or product, you get the opportunity to display another ad to that customer who wasn’t impressed the first time round. This is called re-marketing. It’s surprisingly efficient and cost effective.

#TIP

A handy webpage to use is called crazyegg.com
Crazy Egg allows you to truly see what you’re audience is clicking by using their heat map technology. It also gives you insight into where your audience starts and stops scrolling throughout your webpage.

The great thing about PPC is that you start seeing definitive ROI almost straight away. It can take a few attempts to get your content right, but why waste time and money when you can have the team at GYA do it for you?

Let’s Generate Your Audience with PPC.