FOOGLESEO - Đào Tạo seo & Digital Marketing
Trung tâm đào tạo Digital Marketing chuyên sâu, SEO, PPC, Social Media. ☎️ 0913494839 Founder Trình Nguyễn tư vấn chiến lược cho doanh nghiệp.
Thursday, January 9, 2020
Panda vs Penguin: Hướng dẫn cho người mới bắt đầu về hai bản cập nhật thuật toán chính của Google
5 Phương pháp KIẾM TIỀN trực tuyến có thể làm ngay trên máy tính
Kiếm tiền online dễ hay khó. |
Chia sẻ những cách kiếm tiền trực tuyến có thể làm ngay
Nhưng nếu bạn thực sự muốn cải thiện tài chính của mình, thì bạn cũng nên xem xét mặt trái của phương trình đó - kiếm nhiều tiền hơn. Với sự hối hả bên lề hoặc sở thích kiếm tiền, bạn có thể tự tăng lương cho dù chủ nhân của bạn có muốn hay không.Ở đây, sự thật không ai muốn nói về: Học cách kiếm tiền có thể cải thiện tài chính của bạn theo những cách mà tiết kiệm tiền đơn giản là không thể. Chỉ có rất nhiều cách để tiết kiệm, nhưng có vô số cách để kiếm thêm tiền bạn có thể sử dụng để trả nợ, tiết kiệm cho tương lai hoặc thực sự có một số niềm vui.
Nếu bạn rất muốn tăng thu nhập nhưng không biết bắt đầu từ đâu, danh sách này sẽ cung cấp cho bạn một vài ý tưởng có thể hoạt động.
Mở một cửa hàng Etsy.
Nếu bạn có tài năng hoặc kỹ năng sáng tạo - cho dù đó là nghệ thuật sáng tạo, may quần áo hay làm vật kỷ niệm - bạn có thể mở một cửa hàng trực tuyến trên Etsy.com và bán sản phẩm của mình để lấy tiền nhanh chóng. Với cửa hàng Etsy của riêng bạn, bạn có thể chịu trách nhiệm định giá và cuối cùng, bạn kiếm được bao nhiêu. Xem phần mồi chi tiết của chúng tôi, Cách kiếm tiền trên Etsy.Hoàn thành khảo sát trực tuyến.
Khảo sát trực tuyến có thể kiếm tiền |
Được trả tiền để tìm kiếm trên Web.
Zoombucks.com sẽ trả tiền cho bạn để sử dụng giao diện trực tuyến của họ để tìm kiếm trên web. Để đủ điều kiện, bạn cần sẵn sàng tải xuống thanh tìm kiếm của họ và sử dụng nó để sử dụng Internet hàng ngày. Nhắc nhở duy nhất đi kèm với điều này gig gig là bạn có thể được trả bằng thẻ quà tặng thay vì tiền mặt. Nếu bạn có thể ghép các thẻ quà tặng đó vào các mặt hàng bạn cần mua bằng mọi cách - như cửa hàng tạp hóa hoặc gas - tìm kiếm trực tuyến có thể là một cách sinh lợi để dành thời gian rảnh của bạn.Đánh giá các công cụ tìm kiếm.
Người đánh giá công cụ tìm kiếm sử dụng các công cụ tìm kiếm thường truy cập để tìm ra lỗi hoặc lỗi. Bạn có thể không kiếm được nhiều tiền, nhưng bạn có thể làm công việc này trong thời gian rảnh rỗi và sự thoải mái tại nhà riêng của bạn. Để tìm hợp đồng biểu diễn, hãy kiểm tra các trang web như Lionbridge và Appen Butler Hill.Bắt đầu một blog.
Nếu bạn thích viết lách và đam mê một chủ đề cụ thể, bắt đầu một blog là một cách tuyệt vời để khởi động một doanh nghiệp phụ chi phí thấp với ít tiền xuất túi. Tất cả những gì bạn cần để bắt đầu là một tên miền, một số hỗ trợ trực tuyến cơ bản và một đầu đầy ý tưởng để chia sẻ. Đây là một mồi cơ bản để bắt đầu một blog vì lợi nhuận.Nguồn bài viết xem thêm tại đây.
Tìm hiểu thêm về #FOOGLSEO
#Makemoneyonline #money
#daotaoseofoogleseo #khoahocseofoogleseo
#daotaoseo #khoahocseo
GIỚI THIỆU E.A.T SEO và Cách tăng Trust cho Website với tín hiệu EAT
EAT nhìn thoáng qua
EAT SEO
Chuyên môn
Chuyên môn chính thức
Chuyên môn hàng ngày
Thành lập chuyên môn
Ủy quyền
- Danh hiệu chuyên nghiệp
- Giấy chứng nhận
- Sinh học ngắn
- hình chụp
- Liên kết đến trang web chính thức
- Liên kết đến sinh học đầy đủ
Uy tín
Lòng tin
- Một trang web an toàn ( Hướng dẫn di chuyển HTTPS )
- Dễ dàng truy cập
- Thông tin liên lạc
- Một trang kỹ lưỡng
- Hình ảnh đội
- Liên kết từ các trang web đáng tin cậy
- Liên kết trỏ đến các trang có thẩm quyền
- Thông báo bảo mật và điều khoản & điều kiện
Kết luận
- EAT SEO là một quá trình.
- Một quy trình đang diễn ra được xây dựng theo thời gian và không phải là thứ bạn có thể nhanh chóng sửa chữa, tạo hoặc thiết lập.
- Bước đầu tiên rất đơn giản.
- Đặt người dùng của bạn lên hàng đầu.
- Bằng cách đặt người dùng của bạn lên hàng đầu, bạn cam kết tạo ra thông tin đáng tin cậy, chính xác và đáng tin cậy được hiển thị trong một môi trường an toàn.
- Giữ đúng cam kết đó và bạn sẽ tìm thấy nhiều kết quả đáng thèm muốn hơn từ các nỗ lực tiếp thị và SEO nội dung của mình.
Địa chỉ: 313/23 Nơ Trang Long, Phường 13, Bình Thạnh, Hồ Chí Minh, 70000
Điện thoại: 0913494839 - Founder Trình Nguyễn
Email: info@foogleseo.com
Website: foogleseo.com
Dẫn đường: g.page/foogleseo
#daotaoseofoogleseo #khoahocseofoogleseo
#daotaoseogooglefoogleseo #khoahocseomanagerfoogleseo #daotaoseochuyensaufoogleseo
#daotaoseo #khoahocseo
Wednesday, January 8, 2020
Thuật Toán Pinerest và Cách SEO Pinterest hiệu quả
Hoàn thiện SEO Pinterest
Tối ưu hóa hồ sơ của bạn
Mô tả
Khi viết mô tả hồ sơ của bạn:
- Sử dụng ngôn ngữ rõ ràng và đơn giản
- Sử dụng từ khóa mọi người sẽ chủ động sử dụng để tìm nội dung của bạn
- Cung cấp giá trị thông qua văn bản của bạn
- Có ai đó đọc qua mô tả hồ sơ của bạn. Họ có thể dễ dàng hiểu những gì bạn đang cung cấp hoặc cố gắng thực hiện không?
Hình ảnh hồ sơ cá nhân
Ảnh bìa
Nghiên cứu từ khóa
Sử dụng Mô tả giàu từ khóa
Tối ưu hóa bảng của bạn
Tổ chức hội đồng của bạn
Tìm hiểu nghệ thuật và khoa học của một pin
Tối ưu hóa kích thước pin
Vấn đề văn bản
- Chọn kiểu chữ đơn giản
- Chỉ sử dụng một vài từ lôi kéo mọi người nhấp vào
- Làm cho những từ quan trọng dễ đọc
- Đặt văn bản trên một nền tảng sạch
- Kiểm tra mức độ dễ đọc của hình ảnh của bạn trên thiết bị di động trước khi bạn xuất bản, vì 85% người dùng Pinterest đang ở trên thiết bị di động
Màu sắc hình ảnh Pinterest
Pin thường
- Lên lịch ghim vào thời gian tối ưu (có nghĩa là nhiều thời gian trên màn hình hơn, nhiều lượt lặp hơn và nhiều doanh nghiệp hơn)
- Tải lên một số hình ảnh một cách nhanh chóng
- Đo lường và phân tích cách các chân của bạn đang hoạt động
- Tiếp cận đối tượng mới bằng cách có các hashtag được gợi ý cho bạn bởi Trình tìm kiếm Hashtag
- Đo lường thành công
- Bạn sẽ muốn theo dõi các số liệu chính về cách mọi người tương tác với thương hiệu của bạn trên Pinterest. Dữ liệu sẽ cho phép bạn tinh chỉnh và cải thiện các nỗ lực tiếp thị Pinterest của bạn và đến gần hơn với khách hàng của bạn.
Sử dụng công cụ kinh doanh Pinterest
Phân tích Pinterest
Google Analytics
Số liệu tham gia của người dùng
Pin với một mục đích
- Xác định khách hàng lý tưởng của bạn
- Biết khách hàng của bạn muốn gì
- Hãy để cá tính của bạn tỏa sáng
- Cung cấp thông tin có giá trị
- Tìm ra nơi Pinterest phù hợp với chiến lược tiếp thị tổng thể của bạn
Phần kết luận
Địa chỉ: 313/23 Nơ Trang Long, Phường 13, Bình Thạnh, Hồ Chí Minh, 70000
Điện thoại: 0913494839 - Founder Trình Nguyễn (nhptrinh)
Email: info@foogleseo.com
Website: foogleseo.com
Dẫn đường: g.page/foogleseo
#daotaoseofoogleseo #khoahocseofoogleseo
#daotaoseogooglefoogleseo #khoahocseomanagerfoogleseo #daotaoseochuyensaufoogleseo
#daotaoseo #khoahocseo
Mở rộng cơ hội việc làm ngành SEO tại FOOGLESEO
Công việc SEO như thế nào? |
Cơ hội việc làm trong ngành SEO
“Học SEO ra làm gì?” là thắc mắc của nhiều người mới bắt đầu trong lĩnh vực SEO.– Ban đầu ở vị trí nhân viên SEO, sau đó là chuyên viên SEO, SEO manager tại các công ty, tập đoàn trong và ngoài nước
– Mở rộng kinh doanh online bằng cách SEO từ khóa dịch vụ, đẩy sản phẩm lên top nhằm thu hút khách hàng
– Tự mở Agency làm dịch vụ
Cơ hội để "chớp" lấy công việc trong thời đại công nghệ xem tại đây: https://sum.vn/uVw0t
– Tìm kiếm công việc mới, mức lương cao hơn nếu cảm thấy công việc văn phòng quá gò bó
Thu nhập trung bình của SEOer mới vào nghề là 5 – 6 triệu đồng với những công việc thông thường.
Chuyên gia SEO làm việc lương cao |
Vị trí SEO Leader hoặc SEOer có kinh nghiệm thì mức lương dao động 15 – 20 triệu đồng.
SEO Manager là vị trí nghề nghiệp những người làm seo hướng tới, mức lương vượt ngưỡng 30 triệu đồng.
Nếu bạn chưa có kỹ năng lập kế hoạch, quản lý rủi ro, thì tham khảo khóa học seo manager chuyên nghiệp để biết cách quản lý đội ngũ seo và tiết kiệm chi phí SEO cho doanh nghiệp.
Nguồn tài liệu bổ sung kiến thức
- Nguồn tài liệu bổ sung kiến thức Digital Marketing
- Web chủ đề Internet Marketing tổng hợp: Marketing Land, Think With Google, Marketo Blog, HubSpot Blog.
- Web chủ đề công nghệ: TechCrunch, Mashable, Engadget, ZDNet.
- Web chủ đề Search Marketing: Search Engine Land, Moz Blog, Search Engine Watch, Search Engine Journal, QuickSprout Blog.
- Web chủ đề phân tích: Google Analytics Blog, KissMetrics Blog, Occam’s Razor, Annielytics.
- Web chủ đề Social Marketing: Buffer Blog, Social Media Examiner.
- Web chủ để Email Marketing: Vero Blog, MailChimp Blog, Emma Blog.
- Web chủ đề Copy & Content Marketing: CopyBlogger, Content Marketing Institute, KopyWriting, B2B Marketing Insider.
- Web chủ đề design, UI/UX: UXMovement, UXpin, Usability Tools, UXMag, UXMyths.
Địa điểm đào tạo seo
#FOOGLESEO có nhiều địa điểm đào tạo từ Nam ra Bắc sẽ giúp cho học viên có nhu cầu học được tư vấn, đến lớp thuận tiện:TP.HCM:
– 145 Xuân Hồng, Phường 4, Quận Tân Bình
– 29 Cao Bá Nhạ, Phường Nguyễn Cư Trinh, Quận 1
– 259B Hai Bà Trưng, Phường 6, Quận 3
– 27B Đường số 40, Tân Tạo, Quận Bình Tân
Đà Nẵng:
– 288 Điện Biên Phủ, Phường Chính Gián, Quận Thanh Khê
– 150 Lê Văn Hiến, Phường Khuê Mỹ, Quận Ngũ Hành Sơn
– 195 – 197 Xô Viết Nghệ Tĩnh, Phường Khuê Trung, Quận Cẩm Lệ
Hà Nội:
– 100 Phố Khúc Thừa Dụ, Dịch Vọng, Quận Cầu Giấy
Thông tin liên hệ:
Địa chỉ: 313/23 Nơ Trang Long, Phường 13, Bình Thạnh, Hồ Chí Minh, 70000
Điện thoại: 0913494839 - Founder Trình Nguyễn
Email: info@foogleseo.com
Website: foogleseo.com
Dẫn đường: g.page/foogleseo
#daotaoseofoogleseo #khoahocseofoogleseo
#daotaoseogooglefoogleseo #khoahocseomanagerfoogleseo #daotaoseochuyensaufoogleseo
#daotaoseo #khoahocseo
Monday, January 6, 2020
Do You Want More Website traffic?
Well, obviously you do ... that would certainly ever before state they have enough traffic?
The REAL inquiry is-- exactly how do you obtain more website traffic?
Xếp hạng website lên top 1 |
There are countless advertising techniques as well as techniques out there, so where do you start? Where do you concentrate your time?
Optimization for your website.
Let's look at Search Engine Optimization for instance: Google currently makes use of 200+ consider their formula consisting of social signals, user-interaction, and depend on. Just how can you understand which ones to concentrate on very first?The fact is that you will NEVER be able to hit all 200 properly.
Even I do not focus on every little thing. Why? Due to the fact that it's virtually difficult.
But I'm still able to obtain incredible outcomes like nobody else since I've determined a handful of methods that actually relocate the needle.
Simply take a look at the screenshot listed below ...
Now fast forward simply one year as well as below is the development in web traffic I had the ability to generate ...
How to know website health
YES-- That's right, I enhanced my traffic by 193% in one year without investing a single dollar on marketing.If you believe that goes over, just look at my Google search positions. Not only do I place # 1 for "internet marketing" (one of the most competitive search terms), I likewise rate # 2.
You can use google business that is the best website for you to post your content on it.
Very few people can state that. Yet you know what's a lot more tough than rating for "online marketing" in English speaking countries ...
Ranking for leading advertising terms in languages like Portuguese in Brazil, where you don't even speak the language.
Get more traffic with good content
Not just was I able to expand my traffic making use of one insane method, but I was able to preserve the website traffic after I quit utilizing it.As you can see from the screenshots over, I recognize my things. This is what I do better than anybody-- quickly enhance website traffic as well as expand organisations.
Even in the most affordable industries I have the ability to crush it as well as find an unique benefit, and also I have actually done the very same for tons of firms.
Sure, I'm not taking on billion dollar companies, yet I do compete in one of the most affordable niche there is ... marketing. Just consider it ... I am taking on individuals like me.
See more at link here: https://sum.vn/vUw66
2020 Local SEO Success: How to Feed, Fight, and Flip Google
Posted by MiriamEllis
Image credit: Migaspinto
If you own or market a business location that makes a real-world community more serviceable, diverse, and strong, I’m on your side.
I love interesting towns and cities, with a wide array of useful goods and services. Nothing in my career satisfies me more than advising any brand that’s determined to improve life quality in some spot on the map. It does my heart good to see it, but here’s my completely unsentimental take on the challenges you face:
The Internet, and Google’s local platforms in particular, are a complete mess.
Google is the biggest house on the local block; you can’t ignore it. Yet, the entries into the platform are poorly lit, the open-source concept is cluttered with spam, and growing litigation makes one wonder if there are bats in the belfry.
Google comprises both risk and tremendous opportunity for local businesses and their marketers. Succeeding in 2020 means becoming a clear-eyed surveyor of any structural issues as well as seeing the "good bones" potential, so that you can flip dilapidation into dollars. And something beyond dollar, too: civic satisfaction.
Grab your tools and get your teammates and clients together to build local success in the new year by sharing my 3-level plan and 4-quarter strategy.
Level 1: Feed Google
Image credit: Mcapdevila
Information about your business is going to exist on the Internet whether you put it there or not.
Google’s house may be structurally unsound, but it’s also huge, with a 90% search engine market share globally and over 2 trillion searches per year, 46% of which are for something local.
Residents, new neighbors, and travelers seeking what you offer will almost certainly find something about your company online, whether it’s a stray mention on social media, an unclaimed local business listing generated by a platform or the public, or a full set of website pages and claimed listings you’ve actively published.
Right now, running the most successful local business possible means acquiring the largest share you can of those estimated 1 trillion annual local searches. How do you do this?
By feeding Google:
- Website content about your business location, products, services, and attributes
- Corroborating info about your company on other websites
- Local business listing content
- Image content
- Video content
- Social media content
Remember, without your content and the content of others, Google does not exist. Local business owners can often feel uncomfortably dependent on Google, but it’s really Google who is dependent on them.
Whether the business you’re marketing is small or large, declare 2020 the year you go to the drafting board to render a clear blueprint for a content architecture that spans your entire neighborhood of the Internet, including your website and relevant third-party sites, platforms, and apps. Your plans might look something like this:
I recommend organizing your plan like this, making use of the links I’m including:
- Begin with a rock-solid foundation of business information on your website. Tell customers everything they could want to know to choose and transact with your business. Cover every location, service, product, and desirable attribute of your company. There’s no chance you won’t have enough to write about when you take into account everything your customers ask you on a daily basis + everything you believe makes your company the best choice in the local market. Be sure the site loads fast, is mobile-friendly, and as technically error-free as possible.
- Create a fully complete, accurate, guideline-abiding Google My Business listing for each location of your business.
- Build out your listings (aka structured citations) on the major platforms. Automate the work of both developing and monitoring them for sentiment and change via a product like Moz Local.
- Monitor and respond to all reviews as quickly as possible on all platforms. These equal your online reputation and are, perhaps, the most important content about your business on the Internet. Know that reviews are a two-way conversation and learn to inspire customers to edit negative reviews. Moz Local automates review monitoring and facilitates easy responses. If you need help earning reviews, check out Alpine Software Group’s two good products: GatherUp and Grade.Us.
- Audit your competition. In competitive markets, come check out our beta of Local Market Analytics for a multi-sampled understanding of who your competitors actually are for each location of your business, depending on searcher locale.
- Once you’ve found your competitors, audit them to understand the:
- quality, authority and rate of ongoing publication you need to surpass
- strength and number of linked unstructured citations you need to build
- number and quality of Google posts, videos, products, and other content you need to publish
- social engagement you need to create.
- As to the substance of your content, focus directly on your customers’ needs. Local Market Analytics is breaking ground in delivering actual local keyword volumes, and the end point of all of your research, whether via keyword tools, consumer surveys, or years of business experience, should be content that acts as customer service, turning seekers into shoppers.
- Use any leftover time to sketch in the finer details. For example, I’m less excited about schema for 2020 than I was in 2019 because of Google removing some of the benefits of review schema. Local business schema is still a good idea, though, if you have time for it. Meanwhile, pursuing relevant featured snippets could certainly be smart in the new year. I’d go strong on video this year, particularly YouTube, if there’s applicability and demand in your market.
The customer is the focus of everything you publish. Google is simply the conduit. Your content efforts may need to be modest or major to win the greatest possible share of the searches that matter to you. It depends entirely on the level of competition in your markets. Find that level, know your customers, and commit to feeding Google a steady, balanced diet of what they say they want so that it can be conveyed to the people you want to serve.
Level 2: Fight Google
Image credit: Scott Lewis
Let’s keep it real: ethical local companies which pride themselves on playing fair have good reason to be dubious about doing business with Google. Once you’ve put in the effort to feed Google all the right info to begin competing for rankings, you may well find yourself having to do online battle on an ongoing basis.
There are two fronts on which many people end up grappling with Google:
- Problematic aspects within products
- Litigation and protests against the brand.
Let’s break these down to prepare you:
Product issues
Google has taken on the scale of a public utility — one that’s replaced most of North America’s former reliance on telephone directories and directory assistance numbers.
Google has 5 main local interfaces: local packs, local finders, desktop maps, mobile maps and the Google Maps app. It’s been the company’s decision to allow these utilities to become polluted with misinformation in the form of listing and review spam, and irrelevant or harmful user-generated content. Google does remove spam, but not at the scale of the issue, which is so large that global networks of spammers are have sprung up to profit from the lack of quality control and failure to enforce product guidelines.
When you are marketing a local business, there’s a strong chance you will face one or more of the following issues while attempting to compete in Google’s local products:
- Being outranked by businesses violating Google’s own guidelines with practices such as keyword-stuffed business titles and creating listings to represent non-existent locations or lead-gen companies. (Example)
- Being the target of listing hijacking in which another company overtakes some aspect of your listing to populate it with their own details. (Example)
- Being the target of a reputation attack by competitors or members of the public posting fake negative reviews of your business. (Example)
- Being the target of negative images uploaded to your listing by competitors or the public. (Example)
- Having Google display third-party lead-gen information on your listings, driving business away from you to others. (Example)
- Having Google randomly experiment with local features with direct negative impacts on you, such as booking functions that reserve tables for your patrons without informing your business. (Example)
- Being unable to access adequately trained Google staff or achieve timely resolution when things go wrong (Example)
These issues have real-world impacts. I’ve seen them misdirect and scam countless consumers including those having medical and mental health emergency needs, kill profits during holiday shopping seasons for companies, cause owners so much loss that they’ve had to lay off staff, and even drive small brands out of business.
Honest local business owners don’t operate this way. They don’t make money off of fooling the public, or maliciously attack neighboring shops, or give the cold shoulder to people in trouble. Only Google’s underregulated monopoly status has allowed them to stay in business while conducting their affairs this way.
Outlook issues
Brilliant people work for Google and some of their innovations are truly visionary. But the Google brand, as a whole, can be troubling to anyone firmly tied to the idea of ethical business practices. I would best describe the future of Google, in its present underregulated state of monopoly, as uncertain.
In their very short history, Google has been:
- The subject of thousands of lawsuits by global entities, countries, companies, and individuals
- Hit with billions of dollars in fines.
- A cause of employee protest over a very long list of employer projects and practices.
I can’t predict where all this is headed. What I do know is that nearly every local business I’ve ever consulted with has been overwhelmingly reliant on Google for profits. Whether you personally favor strong regulation or not, I recommend that every local business owner and marketer keep apprised of the increasing calls by governing bodies, organizations, and even the company’s own staff to break Google up, tax it, end contracts on the basis of human rights, and prosecute it over privacy, antitrust, and a host of other concerns.
Pick your battles
With Google so deeply embedded in your company’s online visibility, traffic, reputation and transactions, concerns with the brand and products don’t exist in some far-off place; they are right on your own doorstep. Here’s how to fight well:
1. Fight the spam
To face off with Google’s local spam, earn/defend the rankings your business needs, and help clean polluted SERPs up for the communities you serve, here are my best links for you:
- Simple Spam Fighting: The Easiest Local Rankings You’ll Ever Earn
- GMB Spam Fighting 101 – Get The Basics Down, Then Take Out The Trash
- [2019] The Ultimate Guide to Fighting Spam on Google Maps
- Fighting Review Spam: The Complete Guide for the Local Enterprise
- Follow Mike Blumenthal and Joy Hawkins for frequent reporting on local spam, and keep tuning into the Moz blog.
2. Stay informed
If you’re ready to move beyond your local premises to the larger, ongoing ethical debate surrounding Google, here are my best links for you:
- ClassAction.org publishes ongoing articles regarding class action litigation against Google.
- @EthicalGooglers on Twitter charts employee/employer conflicts specifically at Google.
- The Tech Workers Coalition is a labor organization dedicated to organizing in the tech industry, at large.
- If you belong to a local business association like the Buy Local movement, consider starting a discussion about how you community can become more active in shaping policy and reach out to groups like the American Independent Business Alliance for resources.
Whether your degree of engagement goes no further than local business listings or extends to your community, state, nation, or the world, I recommend increased awareness of the whole picture of Google in 2020. Education is power.
Level 3: Flip Google
Image credit: Province of British Columbia
You’ve fed Google. You’ve fought Google. Now, I want you to flip this whole scenario to your advantage.
My 2020 local SEO blueprint has you working hard for every customer you win from the Internet. So far, the ball has been almost entirely in Google’s court, but when all of this effort culminates in a face-to-face meeting with another human being, we are finally at your party under your roof, where you have all the control. This is where you turn Internet-driven customers into in-store keepers.
I encourage you to make 2020 the year you draft a strategy for making a larger portion of your sales as Google-independent as possible, flipping their risky edifice into su casa, built of sturdy bricks like community, pride, service, and loyalty.
How can you do this? Here’s a four-quarter plan you can customize to fit your exact business scenario:
Q1: Listen & learn
Image credit: Chris Kiernan, Small Business Saturday
The foundation of all business success is giving the customer exactly what they want. Hoping and guessing are no substitute for a survey of your actual customers.
If you already have an email database, great. If not, you could start collecting one in Q1 and run your survey at the end of the quarter when you have enough addresses. Alternatively, you could ask each customer if they would kindly take a very short printed survey while you ring up their purchase.
Imagine you’re marketing an independent bookstore. Such a survey might look like this, whittled down to just the data points you most want to gather from customers to make business decisions:
Have pens ready and a drop box for each customer to deposit their card. Make it as convenient and anonymous as possible, for the customer’s comfort.
In this survey and listening phase of the new year, I also recommend that you:
- Spend more time as the business owner speaking directly to your customers, really listening to their needs and complaints and then logging them in a spreadsheet. Speak with determination to discover how your business could help each customer more.
- Have all phone staff log the questions/requests/complaints they receive.
- Have all floor/field staff log the questions/requests/complaints they receive.
- Audit your entire online review corpus to identify dominant sentiment, both positive and negative
- If the business you’re marketing is large and competitive, now is the time to go in for a full-fledged consumer analysis project with mobile surveys, customer personae, etc.
End of Q1 Goal: Know exactly what customers want so that they’ll come to us for repeat business without any reliance on Google.
Q2: Implement your ready welcome
Image credit: Small Business Week in BC
In this quarter, you’ll implement as many of the requests you’ve gleaned from Q1 as feasible. You’ll have put solutions in place to rectify any complaint themes, and will have upped your game wherever customers have called for it.
In addition to the fine details of your business, large or small, life as a local SEO has taught me that these six elements are basic requirements for local business longevity:
- A crystal-clear USP
- Consumer-centric policies
- Adequate, well-trained, personable staff
- An in-demand inventory of products/services
- Accessibility for complaint resolution
- Cleanliness/orderliness of premises/services
The lack of any of these six essentials results in negative experiences that can either cause the business to shed silent customers in person or erode online reputation to the point that the brand begins to fail.
With the bare minimums of customers’ requirements met, Q2 is where we get to the fun part. This is where you take your basic USP and add your special flourish to it that makes your brand unique, memorable, and desirable within the community you serve.
A short tale of two yarn shops in my neck of the woods: At shop A, the premises are dark and dusty. Customer projects are on display, but aren’t very inspiring. Staff sits at a table knitting, and doesn’t get up when customers enter. At shop B, the lighting and organization are inviting, displayed projects are mouthwatering, and though the staff here also sits at a table knitting, they leap up to meet, guide, and serve. Guess which shop now knows me by name? Guess which shop has staff so friendly that they have lent me their own knitting needles for a tough project? Guess which shop I gave a five-star review to? Guess where I’ve spent more money than I really should?
This quarter, seek vision for what going above-and-beyond would look like to your customers. What would bring them in again and again for years to come? Keep it in mind that computers are machines, but you and your staff are people serving people. Harness human connection.
End of Q2 Goal: Have implemented customers’ basic requests and gone beyond them to provide delightful human experiences Google cannot replicate.
Q3: Participate, educate, appreciate
Now you know your customers, are meeting their specified needs, and doing your best to become one of their favorite businesses. It’s time to walk out your front door into the greater community to see where you can make common cause with a neighborhood, town, or city, as a whole.
2020 is the year you become a joiner. Analyze all of the following sources at a local level:
- Print and TV news
- School newsletters and papers
- Place of worship newsletters and bulletins
- Local business organization newsletters
- Any form of publication surrounding charity, non-profits, activism, and government
Create a list of the things your community worries about, cares about, and aspires to. For example, a city near me became deeply involved in a battle over putting an industrial plant in a wetland. Another town is fundraising for a no-kill animal shelter and a walk for Alzheimer’s. Another is hosting interfaith dinners between Christians and Muslims.
Pick the efforts that feel best to you and show up, donate, host, speak, sponsor, and support in any way you can. Build real relationships so that the customers coming through your door aren’t just the ones you sell to, but the ones you’ve manned a booth with on the 4th of July, attended a workshop with, or cheered with at their children’s soccer match. This is how community is made.
Once you’re participating in community life, it’s time to educate your customers about how supporting your business makes life better in the place they live (get a bunch of good stats on this here). Take the very best things that you do and promote awareness of them face-to-face with every person you transact with.
For my fictitious bookseller client, just 10 minutes spent on Canva (you have to try Canva!) helped me whip together this free flyer I could give to every customer, highlighting stats about how supporting independent businesses improve communities:
If you’re marketing a larger enterprise, a flyer like this could focus on green practices you’re implementing at scale, philanthropic endeavors, and positive community involvement.
Finally, with the holiday season fast approaching in the coming quarter, this is the time to let customers know how much you appreciate their business. Recently, I wrote about businesses turning kindness into a form of local currency. Brands are out there delivering surprise flowers and birthday cakes to customers, picking them up when they’re stranded on roadsides, washing town signage, and replacing “you will be towed” plaques with ones that read “you’re welcome to park here.” Loyalty programs, coupons, discounts, sales, free events, parties, freebies, and fun are all at your disposal to say “Thank you, please come again!” to your customers.
End of Q3 Goal: Have integrated more deeply into community life, motivated customers to choose our business for aspirational reasons beyond sales, and have offered memorable acts of gratitude for their business, completely independent of Google.
Q4: Share customers and sell
Every year, local consumer surveys indicate that 80–90% of people trust online reviews as much as they trust recommendations from friends and family. But I’ve yet to see a survey poll how much people trust recommendations they receive from trustworthy business owners.
You spent all of Q3 becoming a true ally to your community, getting personally involved in the struggles and dreams of the people you serve. At this point, if you’ve done a good job, the people who make up your brand have come closer to deserving the word “friend” from customers. As we move into Q4, it’s time to deepen alliances — this time with related local businesses.
In the classic movie Miracle on 34th Street, the owners of Macy’s and Gimbel’s begin sending shoppers to one another when either business lacks what the customer wants. They even create catalogues of their competitors’ inventory to assist with these referrals. In Q3, I’m hoping you joined a local business alliance that’s begun to acquaint you with other brands that feature goods/service that relate to yours so that you can begin dedicated outreach.
Q4, with Black Friday and Small Business Saturday, is traditionally the quarter in which local businesses expect to get out of the red, but how many more wedding cakes would you sell if all the caterers in town were referring to you, how many more tires would you vend if the muffler shops sent all their customers your way, how many more therapeutic massages might you book if every holistic medical center in your city confidently gave out your name?
Formalize B2B customer referrals in this quarter in seven easy steps:
- Create a spreadsheet headed with your contact information and an itemized list of the main goods, services, and brands you sell. Include specialties of your business. Create additional rows to be filled out with the information of other businesses.
- Create a list of every local business that could tie in with yours in any way for a customer’s needs.
- Invite the owners or qualified reps of each business on your list to a meeting at a neutral location, like a community center or restaurant.
- Bring your spreadsheet to the meeting.
- Discuss with your guests how a commitment to sharing customers will benefit all of you
- If others commit, have them fill out their column of the spreadsheet. Share print and digital copies with all participants.
- Whenever a customer asks for something you don’t offer, refer to the spreadsheet to make a recommendation. Encourage your colleagues to do likewise, and to train staff to use the spreadsheet to increase customer sharing and satisfaction.
Make a copy of my free Local Business Allies spreadsheet!
Q4 Goal: Make this the best final quarter yet by sharing customers with local business allies, decreasing dependence on Google for referrals.
Embrace truth and dare to draw the line
Image credit: TCDavis
House flipping is a runaway phenomenon in the US that has remodeled communities and sparked dozens of hit TV shows. Unfortunately, there’s a downside to the activity, as it can create negative gentrification, making life less good for residents.
You need have no fear of this when you flip Google, because turning their house into yours actually strengthens your real-world neighborhood, town, or city. It gives the residents who already live there more stable resources, more positive human contact, and a more closely knit community.
Truth: Google will remain dominant in the discovery-related phases of your consumers’ journeys for the foreseeable future. For new neighbors and travelers, Google will remain a valuable source of your business being found in the first place. Even if governing bodies break the company up at some point, the truth is that most local businesses need to utilize Google a search utility for discovery.
Dare: Draw a line on the pavement outside your front door this year, with transactional experiences on your side of the line. Google wants to own the transaction phase of your customers’ journey. Bookings, lead gen, local ads, and related features show where they are headed with this. If Google could, I’m sure they’d be glad to take a cut of every sale you make, and you’ll likely have to participate in their transactional aspirations to some degree. But...
In 2020, dare yourself to turn every customer you serve into a keeper, cutting out Google as the middleman wherever you can and building a truly local, regenerative base of loyalty, referrals, and community.
Wishing you a local 2020 of daring vision and self-made success!
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2020 Local SEO Success: How to Feed, Fight, and Flip Google
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