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As part of my Local SEO blogs I have covered optimising your site, creating your Google Places profile, the importance of gaining reviews, how to respond to bad reviews and the benefits of creating a well maintained blog to accompany your local campaign.
But what else should you be doing to help improve your local rankings?
Another area you should be looking into is creating citations.
What are Citations?
Well a Citation isn’t a link but a reference to your business and these play a big a part in improving your local profile.
So where should you start looking?
There are a number of general niche sites where you should start and if you aren’t already listed on these sites then get submitting straight away:
These are sites that the search engines, especially Google crawl and use the information included.
Two sites that you would usually expect to see on a list like this are:
These are two sites that have recently been reported as having been heavily affected by the Panda update on Google.
Does this mean they aren’t worth submitting your company to?
Well, personally I would still add them. This isn’t going to harm you in any way and what we are looking for here is citations and that is exactly what you will gain. Will they have the same authority they used to? Possibly not; however it’s a quick process and should deliver benefit, so it’s never going to be a waste of time.
But something that shouldn’t be other looked is the community on Qype and just because Google no longer wants to play with them doesn’t mean their community will disappear too.
So once you’re listed on these sites is that the end of it?
No it shouldn’t be.
You can also do some research and see where your competitors are gaining links and a good place to start is Google Maps.
If we use Restaurants in London as an example, carry out a search in Google Maps and you are faced with a huge number of results.
To review where they are receiving their citations click on the “more info” links assigned to one of the returned restaurants.
Once on their profile page scroll down to the section titled “more about this place”.
Here you will find all the sites that include a citation to that restaurant.
From here you can review and where possible also add your site.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.