We were glad to provide webinar attendees with digital marketing strategies and budgeting ideas for continued online success in 2016. We covered topics from dynamic content targeting and competitive analysis tools to ongoing Internet marketing initiatives such as hotel website design, paid marketing, social media, content marketing, and search engine optimization strategies.
We also received several questions on the chatline we were unable to discuss on the webinar, please see below for answers.
The best practice would be to have a unique website (and social media) presence for each business. If resources constrain you to one website, make sure there is at least one page uniquely dedicated to each business. From an off-page organic perspective, you absolutely should maintain unique listings for each individual business in all maps, aggregators, IYPs, etc.
Call tracking can be an effective way to add another ROI metric to your SEO plan, but you want to do it carefully. We at Milestone (and most Local SEO experts) tend to err on the side of caution. Having accurate and consistent UNAP (URL, Name, Address, and Phone) across the digital world is critical for organic and local ranking. Introducing one or more tracking numbers can throw a serious wrench into your UNAP consistency efforts. For more details on the risks, and thoughts on how to implement with less risk, check out this article by Mike Blumenthal:
Dynamic content targeting for your website is generally based on IP address, so if the person lives in New York but is visiting a website while in California, the website will serve them content appropriate for the California audience. Audience targeting on platforms like Facebook are a lot more accurate to the individual user, as the targeting is based on facts about that specific person, not general information acquired by IP address.
Without knowing details, it sounds like that is a website technology issue. The last few years have seen significant changes in the requirements Google has to be able to understand your website and then display it in search results. I’d recommend a site audit using various free tools like Google Webmaster, GTmetrix and Google Structured Data Testing Tool, then probably revamp the website.
GTmetrix: Analyze your site speed and your competitors’ site speeds. Remember for every second delay you lose 7% in conversions and that a score of A or B is good!
Buzzsumo: Content insights, review the most shared content and influencers
SEO Quake plugin: Highlights link data for search results
Contributed by: Sara Linton, Product Marketing Specialist
Source: Paid Search