Locallogy's 2017 Digital Marketing Predictions

  • By Jackie Petre
  • 03 Jan, 2017

New Year, New Digital Marketing

So long 2016, hello 2017! It’s a new year and we at Locallogy are all reflecting on the changes we saw in this past year’s digital marketing industry: location pages became a game-changer and online customer reviews are making and breaking businesses, just to name a few. All this reflection on 2016’s trends has us all wondering: what will happen in the digital marketing field in 2017?

We’ve done the research, so we’ve got a pretty good idea of where the industry is going (although, we don’t know everything ). Check out our team’s predictions for what we can expect out of digital marketing in the next year.

  • Landing Pages: Learning to optimize more than just your home page will become more important in the coming year.
  • Mobile-First Indexing: The mobile-first approach has been on the rise for a while, but will 2017 be the year it takes over completely?
  • Visual Paid Advertisements: When it comes to advertising, visuals will become more important than content.
  • Voice Searches: With just a single answer given, voice searches are changing what content is seen (or rather, heard).
  • Live Video: How this instant interaction tool will be incorporated into marketing for small businesses.

Optimization of Landing Pages

Simply put, any page of your website that a visitor gets to from a place other than your own website is considered a landing page. So, if someone searches for “move out cleaning Columbus, Ohio” and The Maids Columbus shows up as a search result, the page that appears when the user clicks on the link becomes the landing page, since the visitor came to it from an outside source. Recently, people have been getting increasingly specific with their searches, which means highly specific landing pages are key for businesses to show up in search engine results.

Through industry research, it has been discovered that people are more likely to find what they are looking for on a website as a specific landing page, rather than finding the home page and navigating through a website to find what they need. We’re certain that the increase in highly targeted landing pages isn’t going to stop any time soon, with websites’ keywords getting more specific by the day.

Mobile Surpasses Desktop

It’s no secret that most businesses have adapted mobile-friendly versions of their websites, due to the amount of people performing online searches on their phones. However, what used to be a second thought in website development has officially moved to a mobile-first strategy. Not only is the mobile version of websites becoming increasingly important, but it will soon be the only option for businesses.

Google is gradually moving toward a search engine structure that is based solely on mobile-first indexing . Research shows that people are using their phones more than desktop computers to perform online searches, a trend that is only expected to grow as long as smart phones and tablets are widely used.

Visual Paid Advertising Will Be Bigger than Ever

With the reoccurring theme that visuals are a must in digital marketing, our team is predicting that 2017 will see a huge increase in non-text paid advertising. This means that instead of ads appearing as realistic content, we will start to see more visual ads, such as videos or images.

You can expect to see visual advertisement on social media, such as Facebook and YouTube, where people are looking for visuals more than content. For advertisers who can get it right, we expect to see a very positive return on investment. On top of that, we should expect to see improvements in ad targeting on all these platforms as marketers offer clients more advanced features to have an edge over competitors.

Voice Searches Revolutionize Search Engine Results

We’ve had the power of voice searching in our hands for years…literally. The iPhone’s Siri voice-controlled search has been around since 2011, and now other devices, such as Google’s “Ok Google” feature and Amazon’s Alexa, have started popping up as well. You know how it works: you ask a question and your device tells you the answer (rather than giving you multiple results to choose from), based on its own Internet search. But how does your device choose what answer to give you?

Digital marketing researchers are starting to explore these voice-activated searches and figure out how to optimize your personal results. Obviously, everyone strives to be in that top spot, which will be even more coveted when voice searches only give one result. We predict that this will be a major player in how people search for things in the next year, as well as change how search results are chosen.

Live Video Grows for Small Businesses

We’ve already started to see live video have a growing impact on social media bases like Facebook , Instagram and Snapchat. In 2017, we predict that live video will move past the social media realm, gaining popularity and becoming an asset for small and mid-sized businesses. Live video gives businesses a chance to instantly interact with consumers on a more personal level. It’s a great way to gain trust among your clients and grow your reputation as a relatable company.

Mobile video is becoming more and more mainstream. Our digital marketing experts believe that small businesses need to embrace live video and find ways to utilize it in their digital marketing strategy.

A Big Year for Digital Marketing

From what we can tell so far, 2017 has a lot in store for digital marketing trends. By keeping up with these and other marketing developments, your business will stay ahead of the game, continuing to make an impact on your local SEO. We’ll be keeping an eye on these trends to see if our predictions play out for better or worse.

The Science Behind Digital Marketing

By Jackie Petre 18 Oct, 2017

We’ve discussed how important it is to have reviews of your business on your website, and you know that reviews can have a positive effect on your business. But the more difficult part is figuring out how to get clients to leave reviews in the first place. Where do you start? How do you get people to only leave positive reviews? It might seem like a tricky business—and we’ll admit, there is a formula to it—but getting clients to write reviews isn’t as hard as it sounds.

Here are five easy steps you can follow to motivate your clients to leave a review of your business.

By Jackie Petre 02 Oct, 2017

When making any important decision, it’s important to weigh your options. In the case of creating a new website, the advantages that come with each option can be a major determinant in which website platform you decide to go with. In our two recent blogs detailing the Locallogy Rapid Platform , we’ve covered what exactly the service is and the functional features that you have access to as a user. Now, we want to tell you about the advantages to using our website platform.

In addition to having a cost-effective, customized website built by our team of professionals, you’ll experience a number of management advantages that help your website run faster, safer and smarter.
By Jackie Petre 02 Oct, 2017

We recently unveiled the Locallogy Rapid Platform , our newest web building service that allows you to have a cost-effective website created for you by our team of digital marketing experts. It’s the best way for your small business to quickly get a customized website without paying top dollar to have your site maintained by the professionals who are creating your site.

So how do we offer such a quality service for a low monthly price? We’ve built in a variety of great features that let you directly manage your website so you can quickly and easily make edits without crashing your own website.

Once your website is up and running, there are a number of helpful features that make editing and using your site easier on both the backend (what you can edit) and frontend (what visitors will see). From choosing your own color scheme to previewing capabilities, these features work together to create a flawless user experience.

These features all boil down to three specific functions that are crucial for any website platform: customization, usability and responsiveness .

By Jackie Petre 02 Oct, 2017

When it comes to building a website for your business, you typically have two options: invest in a high-end, custom-built website made by digital marketing experts, or go with the cheaper option by using a content management system like WordPress or Wix to personally manage your site on a template platform.

For some businesses, a website fully designed from scratch is the best option. It gives the business owner the ability to customize every last detail, down to the coding on each page. For others who don’t need a complex site, a simple CMS that allows content to be easily managed will suffice. But for many businesses, neither of these options are exactly what their looking for, which is something in the middle. Something that allows for a customized website built by professionals at a fraction of the cost of a full website design.

Something like the Locallogy Rapid Platform.

By Jackie Petre 26 Sep, 2017

Video content is taking over the Internet. Several years ago, the place you were most likely to find this kind of content was YouTube, where you could look up any kind of funny, instructional or music video imaginable. Today, you can find Internet videos everywhere you look: Facebook, Snapchat, Instagram and news network websites. And according to data, it’s a trend that’s not going away.

In a recent visual networking report done by Cisco , it is estimated that global “video traffic will be 82 percent of all consumer Internet traffic by 2021, up from 73 percent in 2016.” So it’s no surprise that businesses have been jumping on board in an effort to keep their audiences’ attention and create content that has more share potential.

Incorporating videos onto your site might seem like something that doesn’t apply to a service-based business like yours. But visuals are a pretty powerful tool when it comes to getting (and keeping) the attention of your customers. Yes, images are crucial to a successful business website, but customized videos are a more engaging way to showcase your products or services. In fact, it’s something we use as a marketing tool for our customers.

By Jackie Petre 21 Sep, 2017

We’re all familiar with the concept of saving the best for last. But when it comes to the content on your website, your approach should be the exact opposite. You may not realize it, but the order of your content often determines the rate of conversion your website sees. This concept is known as content hierarchy. Whether you’re a business owner who is creating services pages on your website or you’re just running a personal blog on the Internet, content hierarchy is something that affects the success rate of your web page.

Let’s start at the beginning.

By Jackie Petre 14 Sep, 2017

People are increasingly choosing the Internet as their preferred method of finding products or services they are looking for, rather than more traditional sources like radio, television or even print media. So, it makes sense that the Internet is becoming a more popular platform when it comes to advertising, too. As online searching becomes more widely used by consumers, PPC, or pay-per-click advertising, is becoming the new norm for marketing.

PPC is the most effective way to get your business seen by the right people when they’re looking for the products or services specific to your business and location. This shift from traditional media to the Internet as a marketing platform poses incredible advertising opportunities for local businesses, especially for those smaller budgets not large enough for traditional advertising.

Here’s why PPC advertising is better for local businesses than traditional advertising.

By Jackie Petre 08 Sep, 2017

As a digital marketing agency, we get a lot of customers saying they want to rank in the top spot on Google. For many, their goal of having a professionally created website is to magically make their way to the first page overnight (or within a few weeks). While it’s great that people have such high aspirations for their company’s digital marketing campaigns, it’s not quite as easy as it sounds to show up on the first page of Google.

This is something we explain to our clients time and time again. We understand that Google is a tricky business, and it’s ranking system doesn’t always make sense to those who aren’t involved in digital marketing. That’s why we make it our goal to explain those first page results, as well as how a marketing strategy can help your website rank higher.

Here’s how Google ranks content on the first page, and how to work your way up there.

By Jackie Petre 30 Aug, 2017

Have you ever gotten a positive review from a customer and not known how to respond? When it comes to managing your business’s online reputation, it can be difficult to know how—or if—you should respond to customer reviews. Some businesses tend to only respond to negative reviews or not respond at all. However, the rule of thumb to abide by when you see an online review of your business is to always respond to your customers.

Previously, we’ve discussed the proper way to respond to negative reviews online , which is tricky and requires a very calculated response. While responding to positive reviews isn’t quite as difficult as reaching out to a dissatisfied customer, it still requires acknowledgement and appreciation. Here’s how to craft the best response to positive online reviews about your business.

By Jackie Petre 24 Aug, 2017

The famous ‘three A’s’ have long been a psychological approach to dealing with a problem, typically when it comes to addiction or criticism. However, we have found that the 3 A’s can also be applied to digital marketing as a way to test, measure and achieve your success.

In the marketing industry, the three A’s allow you to try out various strategies and compare the results at each stage. In the end, the campaign that performs the best at all three levels is ultimately the one that you should continue pursuing.

When it comes to creating goals for your marketing strategy, these are the three golden A’s to abide by:

  1. Awareness
  2. Acceptance
  3. Action

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