Tag Archive | "Industry"

Take the 2018 Moz Local Search Marketing Industry Survey

Posted by MiriamEllis

Local search marketing is a dynamic and exciting discipline, but like many digital professions, it can be a bit isolating. You may find yourself running into questions that don’t have a ready answer, things like…

  • What sort of benchmarks should I be measuring my daily work by?
  • Do my clients’ needs align with what my colleagues are seeing?
  • Am I over/undervaluing the role of Google in my future work?

Here’s a chance to find out what your peers are observing and doing on a day-to-day basis.

The Moz Local Search Marketing Industry Survey will dive into job descriptions, industries served, most effective tactics, tool usage, and the non-stop growth of Google’s local features. We’ll even touch on how folks may have been impacted by the recent August 1 algorithm update, if at all. In-house local SEOs, agency local SEOs, and other digital marketers are all welcome! All participants will be entered into a drawing for a $ 100 Amazon gift card. The winner will be notified on 8/27/18.

Give just 5 minutes of your time and you’ll get insights and quotable statistics back when we publish the survey results. Be sure to participate by 8/24/2018. We sincerely appreciate your contributions!

Take the Local SEO Survey Now

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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Search Engine Land’s Community Corner: Industry veteran releases new book, our top columnists of 2017 and more

Happy new year! If, like me, you’re just getting caught up on industry news and announcements, I’ll share a couple of noteworthy items you may have missed over the past two weeks: We shared the top 10 columns published in 2017. Cheers to our talented contributors Sherry Bonelli, Joy…

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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14 Years Covering The Search Industry

Today is the 14th year anniversary of this site, the Search Engine Roundtable. This site, started as a way to keep my notes on the changes happening in the SEO/SEM space, has been consistently around and documenting those changes for 14 years straight…

Search Engine Roundtable

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Heidi Armstrong: The Woman Who Took On The Big 4 Banks In The Australian Mortgage Industry And Won

Heidi Armstrong is an entrepreneur with an eclectic background and a penchant for breaking into male dominated industries to shake things up. Heidi is best known for co-founding a very successful, online non-bank lending business called State Custodians. This business became a formidable competitor in the home finance industry in…

The post Heidi Armstrong: The Woman Who Took On The Big 4 Banks In The Australian Mortgage Industry And Won appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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Moz Local Industry Report: Who’s Winning Wireless Searches?

Posted by Dr-Pete

[Estimated read time: 8 minutes]

Summary: We analyzed 5 mobile phone buyer searches on Google across 5,000 cities (25,000 total markets) to find the winners and losers in both organic and local pack results. Best Buy dominated organic results and performed well in local searches. Sprint won the local pack results, but disappeared from organic entirely. Carriers Verizon, T-Mobile, and AT&T all performed well, but none covered more than 30% of local search markets.

The wireless industry in the United States is both massive and competitive. According to an IDC report, over 184 million mobile phones were shipped to US customers in 2014, with an estimated 191 million in 2015. The vast majority of consumers, even in 2015, report browsing products online but purchasing in-store (73%, according to PWC’s annual report). This trend may be even more dramatic in the wireless industry, where experts suggest that upwards of 9 out of 10 of all mobile phone purchases in the US still happen in a brick-and-mortar store.

In a competitive environment where most people research phones online but buy them in-store, ranking well in Google search results, especially local results, is critical. Local results can lead consumers not only to one brand over another, but to specific store locations in their area, surfacing store addresses, phone numbers, and operating hours.

For example, here’s a local 3-pack from a search for “mobile phone store” in the Seattle area:

Local packs in 2016 not only contain rich information, including directions, reviews, location, phone, and store hours, but they appear at or near the top of organic results and occupy a large amount of screen real-estate.

This report takes a Google’s-eye view of the mobile phone market in the United States. We ran thousands of searches to determine who were the big winners in both organic and local Google results, who were the losers, and where big brands had gaps.

Report methodology

For this study, we tracked 5 wireless industry phrases on page 1 of Google.com across the 5,000 largest cities in the contiguous 48 states (according to census data), measuring both organic and local pack results. The five searches used in the final study were:

  • “phone store”
  • “mobile phone store”
  • “cell phone store”
  • “wireless store”
  • “buy cell phone”

We deliberately chose keywords that were likely to return both organic and local pack results. Based on initial analyses, we discarded product-specific keywords, like “buy iPhone 6,” because those didn’t typically return local results. Interestingly, searches containing “smartphone” also generally failed to display local results.

Finally, we threw out “phone shop,” because, even searching US locations on Google.com, that phrase tended to return UK-based results. Data was combined across the five keywords, with organic and local results analyzed separately.

Top 5 organic brands (by markets)

If we treat each of these 25,000 searches (5 keywords X 5,000 cities) as a potential market, we can get a sense of how well any given company is covering the total US marketplace. For this analysis, we’ll treat multiple listings on a single page of search results as one “market.” The question is just whether any given brand is represented in that market (not where or how often).

Here were the top 5 brands, by total markets:

Big-box retailer Best Buy and online retailer Newegg led the organic winners, followed by mobile carriers AT&T, T-Mobile, and Verizon. The Top 10 were rounded out by (in order): Walmart, Wirefly, Cricket Wireless, and Boost Mobile.

Surprisingly, Sprint was nowhere to be found in our organic data, showing just one listing (and that one was on a sub-domain). Keep in mind that this study looked only at page-one results. Used phone resellers, including Gazelle (#11), Glyde (#12), and Swappa (#16) made a strong showing in the top 20.

Top 5 organic brands (by clicks)

The “market” analysis doesn’t account for the varying impact of different ranking positions and the populations of the 5,000 cities in this study. So, we did a second, more complex analysis. If we take a shallow click-through curve (see below), where the #1 position gets the most clicks and then click-through rate (CTR) trails off, and then we multiply each of those CTRs by the city’s population, we can get a proxy for total click volume.

Obviously, not everyone alive is running these searches, and we’re going to cheat and assume clicks total 100% (they don’t, in reality), so instead of looking at total counts, we’ll rely on percentage of total click share. Here were the top 5 by click share:

Adjusting for CTR and population, Best Buy held onto the top spot, and most of the top 5 was the same. The notable exception was AT&T, which fell to #8. Digging deeper into the data, this appears to be a function of CTR. On average, AT&T’s rankings are appearing lower on page 1 than the rest of the top 5. Cricket Wireless moved up from #8 to round out the top 5.

Top 5 local brands (by markets)

Now, let’s look at just the local pack results for those same 25,000 markets. Keep in mind that local packs did not occur in all markets, and there are a maximum of 3 sites in any local pack (compared with up to 10 organic listings). Here were the top 5 local winners:

Sprint, nowhere to be seen in our organic data, led the pack in local results. Other major wireless companies rounded out the top 5. Best Buy maintained a strong position at #6, but organic leader Newegg.com fell completely out of the local results, having no physical storefronts.

Clearly, the biggest disconnect between the organic and local data here was Sprint — taking the #1 spot for local, but disappearing completely from organic rankings. Newegg flipped that around, dominating organic but having no local presence. This was a direct and obvious result of having no physical locations.

Another big difference between organic and local was Apple.com. Apple naturally has a strong presence for product-specific (i.e. iPhone) queries, but ranked #47 in our organic results for general phone-buying searches, appearing in only 95 (of 25,000) markets. Apple stores, however, ranked #8 in local markets.

Top 5 local brands (by clicks)

Like organic, we can apply our click share analysis to local pack rankings. The Top 5 local domains, weighted by CTR and population, looked like this:

Other than some position shuffling, the Top 5 were the same as the simpler local-pack analysis. T-Mobile took the top spot from Sprint when adjusted by CTR and population. It looks as if the major brands were distributed pretty well across a variety of populations and ranking positions.

Top 5 overall winners (by clicks)

What if we combine the organic and local totals, using the click share data across all markets? Here are the winners of the combined data:

Verizon and Best Buy were in close competition for the top spot, with T-Mobile just behind. Best Buy’s #6 spot in our local analysis was easily boosted by their #1 spot in organic, making the big box store a strong overall contender. AT&T squeaked into the top 5, hampered a bit by their #8 position in organic search. Cricket Wireless rounded out the top 5.

Winners, losers, and takeaways

Best Buy dominated our organic winners and took an impressive #2 overall, performing well in local searches. This matches Best Buy’s leading spot in real-world mobile phone sales, an advantage enhanced by representing multiple brands and carriers under one roof. Best Buy’s performance is even more impressive given that they have considerably fewer total locations than most of the major carriers.

Sprint was the biggest winner in local results, given their relatively small retail footprint compared to other major carriers. Publicly-reported location data shows Sprint having half or less of the locations that each of Verizon, T-Mobile, and AT&T operate, which makes their local dominance even more impressive. Sprint’s recent acquisition of as many as 1,700 Radio Shack storefronts could double their retail locations and make them a force to be reckoned with in local search. Sprint does, however, need to address their complete absence from organic results for general mobile keywords.

Mega-carriers Verizon, T-Mobile, and AT&T performed well in overall results, as expected given their marketing budgets and massive retail footprints. Verizon struggled somewhat in local rankings, relative to other carriers, bolstered in the overall standings by their strong organic presence. AT&T had the opposite problem — they had a strong local presence, but trailed a bit in organic once CTR was taken into account. It appears AT&T has room for improvement in their ranking positions for general mobile phone terms.

AT&T can count a second win in their column. As of 2014, they own Cricket Wireless, who was our #4 overall winner and had a top 5 position in both of our click share analyses (organic and local). Cricket’s dominant position is undoubtedly good for revenue, although it can be argued that both their organic and local search share represent a branding challenge for AT&T.

No single major carrier dominated market coverage in local pack results. Of the 25,000 markets we studied, 21,143 displayed local packs. Sprint ranked in local packs in about 1/3 of available markets, AT&T and T-Mobile ranked in just under 30%, and Verizon ranked in roughly 20%. Given their retail footprints and marketing budgets, all of the major carriers have significant room for improvement in their local rankings.

Even as the competitive landscape in the wireless industry shifts, Google’s local search landscape will continue to evolve. Google’s current local 3-packs have only been in full effect since August of 2015, and the search giant is constantly experimenting with new formats and features. No one carrier or reseller dominates the entire picture, and all of them will have to fight hard for organic and local search share in the foreseeable future.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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Christmas Day Logos From The Search Industry (2015 Edition)

Merry Christmas to all of you who celebrate today. There is literally no SEO news today, at least none I can find worth posting today. So I figured I would share the different logos, themes and designs the search industry has come up for Christmas…

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Heidi Armstrong: The Woman Who Took On The Big 4 Banks In The Australian Mortgage Industry And Won

Heidi Armstrong is an entrepreneur with an eclectic background and a penchant for breaking into male dominated industries to shake things up. Heidi is best known for co-founding a very successful, online non-bank lending business called State Custodians. This business became a formidable competitor in the home finance industry in…

The post Heidi Armstrong: The Woman Who Took On The Big 4 Banks In The Australian Mortgage Industry And Won appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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Follow This Superstar’s 7-Step Example to Dominate Your Industry

black leather platform heel crushing a cupcake

I woke up like this. I woke up like this. Flawless.

After listening to “Flawless” five times, Evette went to the mirror, and told herself the lyrics in the Beyoncé song were true.

She believed it. She internalized it. She embodied it.

Ready to dominate, Evette strutted over to her computer to fire off a blog post. A post that would enable her to claim her rightful place atop her industry.

The same way Beyoncé dominates her industry.

You’ve met an Evette before, right?

Someone who thinks she’s so flawless, all she has to do is show up and everyone will bow down to her.

But it doesn’t quite work that way. Not for the Evettes of the world. And not even for Beyoncé.

As a result, instead of showing the world she’s a rock star like the Queen Bey, Evette ends up looking more like this.

No bueno.

But there’s a better, more strategic way.

The blueprint for dominating your industry

As talented as Beyoncé is, it’s tempting to believe that she does indeed just wake up flawless.

But the Queen Bey is human. Just like you and me.

The difference between Beyoncé’s mega-success and yours is a matter of executing the right game plan to make the most of your abilities and opportunities.

That’s what Evette is missing.

So if you want to dominate your own industry, follow this Beyoncé-inspired, seven-step blueprint for consistently crushing your competition.

1. Stand on a soapbox

Women’s empowerment has been a consistent theme throughout Beyoncé’s career. Through songs like “Independent Women Part One” with Destiny’s Child, to “Run the World (Girls)”, and “Flawless” as a solo artist, the singer has a long history of touting girl power.

The self-proclaimed “modern-day feminist” also has a 10-piece, all-woman band dubbed The Sugar Mamas. Her motivation for forming the band was to inspire young women to get involved in music.

Beyoncé’s commitment to promoting women even led her to write a piece on gender equality in The Shriver Report earlier this year.

If you want to dominate, you must elevate your tribe.

Lead them. Empower them. Make them better off for having you in their world. To strengthen your tribe, you must stand for something bigger than the products or services you offer.

Fashion designer Tory Burch, for example, strengthens her tribe by supporting economic empowerment for women.

The Tory Burch Foundation provides small business loans, mentoring, and entrepreneurial education for women. Tory was recently named an Ambassador for Global Entrepreneurship by the Obama administration because of her commitment to her cause.

What do you do to elevate your tribe?

2. Practice until your feet bleed

On Day One, Beyoncé wasn’t the amazing rock star she is today. She’s put a ton of work in over the years honing her craft. At times, she even practiced her choreography until her feet bled.

Even though she’s long-passed the 10,000-hour mark in performing, Queen Bey still puts in major work to keep growing.

Lacey Rose of Forbes noted:

Beyoncé constantly works and reworks her act, watching every two-hour performance on tour — even after the hundredth appearance — taking notes on how to improve.

If you want to dominate, you must work harder than most people are willing to work.

You must put in the work on the key things that propel you beyond your peers. Even when you don’t feel like it. Even when you’re already pretty darn good.

Jon Morrow stuck to an insane practice schedule early in his blogging career. Even while toiling away as Associate Editor at Copyblogger, he wrote 100 headlines a day, every day, for a year to master the art. In addition, for years he wrote at least 2,000 words per day.

As a result, he’s one of the most popular bloggers around.

What do you do to improve your craft?

3. Be a weirdo

Few others are able to do what Beyoncé does. Her knock-out performances, complete with strong vocals and epic dance moves, leave audiences spellbound and leave other artists struggling to compete.

Even with all that performance power, Jody Rosen in The New Yorker described the weirdness of Beyoncé’s music as her true point of differentiation:

She is such an effortless entertainer, such an unerring singer and hoofer, that it’s easy to overlook her music’s defining quality: strangeness. Beyoncé is an eccentric, a vocalist with truly weird and original melodic and rhythmic approaches. Listen to the slippery rap-style syncopations in ‘Say My Name,’ to the melodies that float and dart over the thump of ‘Single Ladies,’ to the jarring timbral and tonal variations in ‘Ring the Alarm’ and ‘One+One’. Those sounds didn’t exist in the world before Beyoncé. If they sound ‘normal’ now, it’s because Beyoncé, and her many followers, have retrained our ears.

If you want to dominate, you’ve got to be strange.

You can’t be another lame “me too” version of all the other businesses in your industry. You’ve either got to do different activities, or do the same activities in a different way.

Dance choreographer, author, small business, and personal development guru Marie Forleo embraces her weirdness. She uses it to deliver memorable and helpful training videos week after week.

Need further proof that people like weird? This episode of Marie TV has more than 350 comments and 1,300 social shares.

What makes you the type of weirdo your customers can’t live without?

4. Tightly choreograph your story

Beyoncé has also successfully managed her brand. The singer’s hand is in almost every detail of telling her story to the world. Like that time she wrote, directed, and produced a documentary about herself.

At the core of her brand, she has established herself as a prolific entertainer. With 10 studio albums under her belt, she’s maintained a steady presence in front of her audience.

She also stays present in front of her fans via a well-curated Tumblr account and through behind-the-scenes videos of performances.

After establishing herself as a strong force within the music industry, she expanded her empire through movies, merchandise, a clothing line, perfumes, and tons of endorsements.

If you want to dominate, you must shape and tell your own story.

Take control of your reputation by actively managing your brand. Position yourself for growth by consistently telling your story through action and message, regardless of the medium.

What is the story you communicate about your brand?

5. Assemble a rock star crew

Beyoncé’s career started off as part of Destiny’s Child. Upon launching her solo career, she formed an even stronger alliance when she began dating and later married rapper Jay Z.

This past summer, the entertainment power couple, with 36 Grammys between them, made their partnership work harder for them with their “On the Run” tour. Tickets for their co-headlined performances sold for 44 percent higher than their individual tours.

If you want to dominate, don’t go it alone.

Collaborations are game changers. Brian Clark has noted that the relationships he’s developed while building Copyblogger have made the difference in his professional life.

You’ll get further much faster when you have a crew of fantastic people around you to propel you toward your goals.

What can you do today to strengthen your network of rock stars?

6. Produce epic content

Part of staying at the top of your game involves continually changing the status quo. Innovations that get people talking.

Like performing a live concert fewer than five months after giving birth, or filming a star-studded fake movie trailer to promote your upcoming concert tour.

Or releasing a surprise visual album with no promotion.

Rolling Stone editor Rob Sheffield described the impact of the visual album:

Beyoncé has delivered countless surprises in her 15 years on top of the music world, but she’s never dropped a bombshell like this. The Queen Bey woke the world in the midnight hour with a surprise ‘visual album’ — 14 new songs, 17 videos, dropped via iTunes with no warning. The whole project is a celebration of the Beyoncé Philosophy, which basically boils down to the fact that Beyoncé can do anything the hell she wants to.

The visual album generated over 1.2 million tweets in 12 hours and more than 800,000 copies sold worldwide in three days.

If you want to dominate, don’t play it safe.

Entrepreneur Chris Guillebeau traveled to all 193 countries in the world by age 35. He also hosts the annual World Domination Summit.

Coincidence? I think not.

What type of epic project will you work on to get people talking about your business?

7. Transform yourself into a dominator

Beyoncé didn’t start off with a domination mentality. Like many, she initially approached her career with a “work hard, and all my dreams will come true” attitude.

She quickly learned that hard work alone wasn’t enough:

I thought of this performance, which was a real defining moment in my life as a child. In my mind, we would perform on Star Search. We would win, we would get a record deal, and that was my dream at the time. There’s no way in the world I would have ever imagined losing as a possibility. You know I was only nine years old, so at that time you don’t realize that you could actually work super hard and give everything you have, and lose. It was the best message for me.

Losing Star Search transformed Beyoncé into a dominator.

It transformed her into an artist who wouldn’t be satisfied with showing up and waiting for others to pick her.

She now creates irresistible offerings that compel droves of adoring fans to eagerly line up to get a dose of whatever she dishes out.

But you don’t have to lose Star Search to be transformed into a dominator.

Decide to dominate

Decide you’re not going to be satisfied with the results of just showing up, and then follow the blueprint.

In time, your own droves of adoring fans will tell you how flawless you really are.

Ready to dominate?

Strut on over to Google+ and let me know which part of the blueprint you’ll start today to begin your transformation.

Flickr Creative Commons Image via Tanya Dawn.

About the Author: Sonia Thompson is the founder of TRY Business where she’s on a mission to help entrepreneurs build businesses that ooze awesome. Jump on her free eCourse on how to get your customers to love you.

The post Follow This Superstar’s 7-Step Example to Dominate Your Industry appeared first on Copyblogger.


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SEO Industry Tweets Its Reactions To Google’s SSL Ranking Boost

The SEO industry is abuzz today with the news of Google’s latest ranking signal: Using SSL certificates will provide a boost in Google’s search rankings. (The web hosting industry is all abuzz, too, if you’re curious.) Google says it’s a “very lightweight signal”…

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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How to Implement an Engaging Content Marketing Plan for the Finance Industry

How many times have you heard that finances are dull and boring and no one wants to read about them? Wrong. It doesn’t have to be that way. Here’s how to create engaging content surrounding the financial industry.
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