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 19 Jan, 2018

What exactly is a local citation? It’s any listing of your business’s name, address and phone number (NAP) on various websites, apps, local business directories and more. Simply put, it’s any online mention of your business’s contact information.

Think of all the places these listings appear online: your website, your social media pages, Yelp, Google, etc. These are all your local citations.

By Jackie Petre 11 Jan, 2018

With the influential role social media plays today, many small businesses are adding social media advertising to their digital marketing strategy. Facebook in particular has grown to offer small businesses more than just an opportunity to socially connect with consumers.

In a recent blog post , we touched on the fact that many successful small businesses are expanding their online presence to include Facebook Ads. The popular social media outlet is now a top platform for paid advertising, allowing business owners to advertise to a highly specific audience. And while there are many benefits to using Facebook as one of your digital marketing strategies, there are certainly a few areas to be mindful of as well.

In this blog post, we’ll cover:

  • The many benefits to using Facebook Ads for your marketing strategy
  • How you’ll see a change in your social return on investment (ROI)
  • A few concerns we want small businesses to be wary of when doing your own Ad campaign

Here’s what you need to know to start a successful Facebook Ads campaign for your small business.

By Jackie Petre 05 Jan, 2018

Most small businesses start with a simple website. You might include basic information about your products and services, contact information and maybe an “about us” page. As your business grows, however, your website probably will, too.

Over the years, we’ve had many small businesses come to us wanting a small website with little content and a small marketing budget. But as those businesses grow and gain more traction, we’ve seen that the vast majority of business owners decide to upgrade their websites and overall online presence to better reflect their growth.

Last year, Locallogy introduced our very own website platform called the Locallogy Rapid Platform . Initially, we saw this as a great opportunity for clients looking to upgrade their websites with a cost-effective service that lets them customize their site. We quickly saw that this was a popular option with small business owners—both current and new clients—who wanted to update their websites without blowing their marketing budgets.

By Jackie Petre 22 Dec, 2017

The recent repeal of net neutrality by the Federal Communications Commission (FCC) seems to have everyone up in arms about the future of the internet.

Will consumers have to pay more money for a connection to the internet? Probably .

Will popular streaming services like Netflix increase membership prices to keep up a faster speed? Most likely.

Will finally be forced to pay to use social media? Possibly .

These are all very likely possibilities if the repeal does actually go through. But one of the questions our team at Locallogy has been dealing with is how will the repeal of net neutrality affect the group most of our clients—and ourselves—are part of: small businesses?

Most small businesses today depend on the internet to deliver products or inform clients on services. With that, they also rely on a free and open internet to keep up with larger businesses that could have an advantage if the internet were to become more expensive.

So with the threat of repealed net neutrality, what does this mean for the future of small businesses?

First off, let’s start with what’s happening.

By Jackie Petre 20 Dec, 2017

During a recent local search, one of our digital marketing experts discovered an interesting new feature popping up on listings. It seems that Google has added snippets of business reviews to local pack listings, particularly reviews that include keywords from your search. This doesn’t appear to be a standard feature yet, but one that’s currently in a test phase.

You’ll notice that certain words are bolded in the review, correlating with keywords from the search. The reviews that show up depend directly on what keywords are used in the search query. So, depending on the wording of the search, the reviews that show up for each business will change.

By Jackie Petre 13 Dec, 2017

It’s no secret that planning your business’s finances for the upcoming year isn’t always easy. Digital marketing budgets in particular tend to confuse many business owners who are trying to decide how to spend their money in 2018.

Where should I be spending the most money?

How do I know if I’m spending too much or not enough?

These are common questions we get when it comes to creating a marketing budget. And while not everyone should be spending the exact same amount, we can help you determine how much of your budget should be going to digital marketing strategies, and how to apply what you learned from your 2017 campaigns to your 2018 strategy.

By Jackie Petre 07 Dec, 2017

Keeping up with today’s expanding online services can be difficult. Even more difficult than keeping up with them is figuring out how to use them efficiently, especially when you also have a business to run. From posting regularly on a variety of social media platforms to navigating Dropbox and other cloud-based services, it’s easy for technology to make our lives more complicated than simplified.

But what if you had a system that could create workflows by linking all the software you use on a daily basis and automatically performing the repetitive tasks you hate doing?

Tasks like saving your email attachments to the appropriate Dropbox folder, or creating one single social media post that gets published on all your company’s social media accounts can easily be done on their own. We’ve found a few services that make automating your daily tasks simple and effective, giving you more time to run your business.

By Jackie Petre 29 Nov, 2017

We know that many business owners are skeptical of pay-per-click advertisement (PPC) and might think digital marketing companies are only promoting it to make more money. They know how important organic SEO rankings are and only want to focus on those, since organic rankings are both crucial and free.

The fact is, however, that PPC actually has the potential to help boost your organic rankings.

We are the first to acknowledge the importance of SEO and doing everything you can to show up higher in organic search results. And while PPC doesn’t directly affect the organic ranking of your website, there are indirect ways your organic ranking can benefit from PPC ads.

Here are three ways paid advertising can positively affect your website’s organic search engine rankings.

By Jackie Petre 17 Nov, 2017

If you’ve ever read content on the Internet—a blog, product pages on Amazon, instructions on how to tie a tie—you know that visuals are essential to keeping you on the page.

So as the manager of your website, you realize just how important images are to keeping your visitors engaged and interested in what you have to offer. For product- or service-based businesses in particular, quality images can be the difference in total success or total failure of your site.

But did you know that images can do a lot more for your webpage than just supplement your content?

That’s right. Your images, just like your content, can be optimized for SEO benefits, making them more search-engine friendly. Optimizing your images for SEO benefits will give your page an added boost by including more keywords and giving Google more content to rank in searches.

By Jackie Petre 10 Nov, 2017

Getting customers to leave you reviews is one of the most important marketing strategies you can use. You know it. We know it. Let’s move forward.

Many businesses have reviews all over the Internet, from Yelp to Facebook and everything in between. But what’s the point of having an abundance of solid reviews if potential customers aren’t seeing them at the right time—when they’re on your site looking at your services? We fully believe that all business owners should display their reviews on their website in a way that proves your reviews are legitimate.

Our solution: an online review presenter.

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