Digital Marketing Blog

Why Your Google Ranking Doesn’t Matter Anymore

  • By Brad Poirier
  • 13 Jul, 2017

Hint: It’s about local listings

What’s more important to you: A shiny trophy for being number one on Google or a boat load of new clients coming your way.

Yes, we have said before that the number one position on Google gets 33% of the traffic for that keyword, but what do you see coming up as number one now-a-days?

Local Directories come up first. Do a quick Google search for anything local business related, for instance "restaurants near me". I did this search, and not one result on the first page was from a local business website. ALL of the first 10 results were local review sites such as Yelp, TripAdvisor and OpenTable.

Now to be fair, there were three local results that appeared first, in what we call the Google Snack Pack. Before the website results, Google displays three locations from Google Maps, which is also very important. For websites though, it was all local directories.
What's the reason for this?
Well, for one, Yelp! and TripAdvisor have more resources than any local business has to compete in search rankings. That's great though, you can can essentially ride on their coat tails for rankings!

It's not so much about your website domain getting listed as the number one result as it's your company name being listed. There is still a place for website rankings though. However, for local businesses, it's about the directories.

How do you get ranked on local directories?

Ranking on local directories is similar to ranking on Google. The more active you are, the more that network wants to promote your business. For instance, Yelp will favor a business with 100 reviews and several photos posted and engaged comments than a business with 1 review and no photos and an incomplete listing.

The craziest part about this? It doesn't matter whether your reviews are mostly negative or mostly positive. Of course, we want them to be positive reviews, but the directories really don't care. They care about engagement, whether it's a lunatic customer complaining online or a quick one sentence "We love this place".

It should come as no surprise then, that online review monitoring and response is of equal importance and part of the entire equation.

Local Business Listing Management

The first step is to claim and update your business profile across the local directories. We call this Local Business Listing Management . We are claiming your business listings throughout the top 50 directories. There are hundreds out there, we take the 50 that have the most users, you can contact us for a complete list. The absolute top ones though, are Google, Yelp!, Bing, Yahoo, SuperPages, YellowPages, Foursquare, etc.

Then we optimize your business listing with a mini-business bio and then a complete business bio. Not all directories take the mini or the full, but we push at least one of them out to the profile and sometimes we are able to publish both of them.

The listing information is refreshed monthly so Google sees monthly refreshing content.

We give you complete access to an online dashboard that keeps track of your keyword ranking for different searches, along with your other KPI's such as review counts and Google My Business activity.

You can login to this dashboard any time, but we also send you a monthly report of the activity.
Local Business Listing Dashboard Screenshot
Local Business Listing Dashboard Screenshot

Online Reputation Monitoring

Your dashboard also gives you 24/7 reputation monitoring. All of the directories that we are listing you for and any other review sites, we monitor for any reviews left for your company. If a review is registered for your business, you will receive a weekly report showing activity so that you are able to provide timely responses.

You should be responding to all reviews, both negative and positive. We recommend responding to negative reviews within the first 48 hours and all positive reviews to respond within 5 days.

No matter what, be professional. A negative response to a negative review only adds fuel to the fire. This is an opportunity for your business to show other potential clients how you handle situations. Responding to positive reviews shows customers that you are engaged.

We have written some helpful tips on responding to both negative and positive reviews .
Online Reputation Monitoring Screenshot
Online Reputation Monitoring Screenshot
So does your ranking on Google still matter? Well, yes, and no.

Instead of worrying so much about your website ranking, you should be looking at your keyword ranking across all of your pages and your directories.

Of course, content is still king. Always has been, always will be. Some of that content is on those directory websites though and we can update that content for you.

Breeze Digital Media News & Resources

By Brad Poirier 22 Nov, 2017

Offline Advertising + Marketing Automation go together like PB&J (Jelly or Jam, whatever your fancy is)

If you’re like me, then you my friend, are a data junkie.

Even if you’re not a data junkie, you can still appreciate measuring your ROI (return on investment)

What I’m saying here, is that while the world is going (has gone) digital, you can still make excellent use of offline marketing campaigns and advertising. Let me explain.

Suppose you are advertising on traditional media, such as print, radio, TV – or even something as simple as handing out 500 flyers around town. Those media formats are excellent for reaching wide audiences, and yes, they CAN be tracked. There’s several ways to track offline advertising. We’re going to discuss tracking offline advertising using automation methods.

By Brad Poirier 18 Oct, 2017

Deadlines. Employees. Networking. Accounting. Advertising. HR. – The Party Planning Committee.

As a small business owner, you likely wear many hats.

“Wait, now I have to wear a marketing hat also?”

Well the short answer is no, you don’t have to. It really depends on how competitive you want to be in your industry.

Your big competitors invest lots of time and money into marketing their business, but that doesn’t mean you have to. Outsourcing your digital marketing to a digital marketing agency can both improve your lead quality and improve your overall ROI.

Let me explain.

By Brad Poirier 15 Aug, 2017
We are a visual society, so you should be using at least one of these options on your website.

Just like website design ranges from no use of images to the overuse of them, same is true with icons today. More than ever, some webpages are being cluttered with icons, that often add no context to the page or just add nothing to the user experience.

When is it good to use an icon on your website? Here's a few criteria I follow plus some resources for putting icons on your website.
By Brad Poirier 13 Jul, 2017
What’s more important to you: A shiny trophy for being number one on Google or a boat load of new clients coming your way.

Yes, we have said before that the number one position on Google gets 33% of the traffic for that keyword, but what do you see coming up as number one now-a-days?

Local Directories come up first. Do a quick Google search for anything local business related, for instance "restaurants near me". I did this search, and not one result on the first page was from a local business website. ALL of the first 10 results were local review sites such as Yelp, TripAdvisor and OpenTable.

Now to be fair, there were three local results that appeared first, in what we call the Google Snack Pack. Before the website results, Google displays three locations from Google Maps, which is also very important. For websites though, it was all local directories.
By Brad Poirier 18 May, 2017
There's pros and cons to this type of Facebook post. The pro, well, you're making an attempt to create business. The cons? How do you set an expiration date on that? Even if you indicate one in the post, there could be that customer that just says "oh, I didn't see that". Further, how do you keep track of it? Are you going to write down on a sheet of paper every time someone comes in and says "Hey, I saw this post on Facebook". Also, not everyone wants to mention that. People want to present coupons and get a deal, they don't want to announce that they're getting a deal.

There is a much better way to accomplish what you are trying to do. You may have seen it, used it, tried it, but here's how to get the most out of the post type called "Offer". Watch the video below to see an example or read below.
By Brad Poirier 10 May, 2017

Chances are the website you’re using for your business is using Wordpress. Why? Because right now,  Wordpress powers 26% of the web   ...worldwide. That’s an overwhelming market share. In the past, my experience using Wordpress has been for some personal blogs, never as a commercial website. For the past few years working as a web designer, I have been using a version of  Zurb’s Foundation Framework   to develop websites. I’ve stayed away from Wordpress for many reasons, which I’ll explain below.

I figured though: If Wordpress powers 26% of the web, it can’t be all that bad though right? Wrong. Sure, Wordpress has it’s advantages, namely in the blogging area. It still is the go-to platform of choice for blogging. Here’s the thing though: Wordpress was never meant to be a website builder. It just evolved that way. What started off as an independent project grew into the global name it is today. The entire platform though, is supported mainly by community members. Try calling a Wordpress support number. Nope. Doesn’t exist.

To really put Wordpress to the test though, I had to actually go through and build a full site, not just a blog page. Well certainly, I wasn’t going to waste my time at work building a client’s website on Wordpress. I decided to build one for myself. I have a photography hobby, and so I chose to build a photography portfolio. 15 hours later, I have an OK performing website with 3 pages setup plus some gallery pages. I am a professional designer and it took me 15 hours to get it somewhat polished.

I logged my experience every step of the way, and so here’s all of my pain points and some of the positives that came out of this experience. Overall I can tell you, though, it’s about as horrible as I expected it to be. I am more certain now than ever, that I never want to develop websites using Wordpress. I can see why large Wordpress sites are expensive to develop. Development costs are almost entirely billed by time. The longer it takes your web developer to get from blank to finished, the more it will cost you. (FYI, my development time and costs are substantially lower than industry averages)

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