Defining Local SEO KPIs & How to Measure Them for Maximum ROI

Local SEO KPIs

Accurate tracking, measurement, and reporting is mission critical for local SEO marketers. Brands have a massive amount of local and organic search data available to them (especially those with multiple locations), but not all data is created equal.

To save time, keep costs in line, and unearth the most relevant insights, brand marketers must identify the key performance indicators (KPIs) that actually matter. With those KPIs in hand, marketers can implement a simple three-step process to quickly track local search performance, measure the effectiveness of local SEO efforts, and analyze results to optimize future efforts.

First, let’s look at the local SEO KPIs you should track and measure for the greatest success and impact on ROI.

1. Check Ranking on Search Engines (Google, Yahoo and Bing)

My last Search Engine Watch column discussed “The Big 3″ search engines account for an estimated 94.2 percent of all search traffic, but Google itself takes only a 65 percent slice of that pie. You need to track across all three for an accurate view of overall performance, but this can be incredibly time consuming. Monitoring search engine rankings across the engines from a single platform makes tracking and measuring this important KPI a scalable endeavor.

Takeaway: Run searches for keywords in all the cities where you have locations.

2. Ranking on Local Search

Tracking and measuring your performance in organic search is important, but you need to get more granular with local search results, including the map pack and third-party results. How are you ranking for specific keywords on Yelp, Facebook, Citysearch, Superpages, and other third-party local sites?

Takeaway: Review the engines for third-party pages where your brand can rank.

3. Citation Consistency across the Ecosystem

Feeding incorrect business information or failing to keep listing information current in search engines and data aggregators can lead to a poor user experience. You need to see how your citation accuracy compares with local rankings over time. Citation tracking and monitoring also enables brand marketers to quickly spot unclean data and correct it individually or with bulk edits.

Takeaway: Compare local business data for matching and

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How Do I Change The Email For My Facebook Login?

Another great question, this time from a one to one social media training consultation this week.

Why you might need to change the email you use for your Facebook login?

There are several instances when this can become important:

  • You have used an email address that you no longer have access to because you have changed broadband supplier
  • You have used a domain-based email address from a company that you no longer work for, eg
  • You have used an email address that keeps being hacked

Facebook will allow you to add in new email addresses. And it will also allow you to change the default email address that you use to log in to your Facebook personal profile.

How do I change the email for my Facebook login?

Log into Facebook as usual.
Go to the top right of the navigation bar and find the cog/gear setting.
Click on the arrow next to it for the drop down menu.
Select Settings

The General Account Settings page will come up.

In the main body of the page, the third option down is Email.

It will list your current Primary email.

Click Edit to the right hand side.

Click Add Another Email Address.

Add the new email address.

You will need to enter your password.

Click Save.

Make new email the primary address for logging into Facebook

Now go to the section above Add Another Email.

Where it says Primary email, you will see all the emails listed that you have associated with this Facebook account.

Check the circle next to the one that you want to use to log in in future.

Add your password and Save Changes.

Remove an email from your Facebook account

Now comes the seat of your pants bit.

Stay logged into Facebook on this window.

Go to another browser – or the incognito browser on Google Chrome.

Enter in the search bar.

Now log in using your new email address and the password.

If it works, you can log out of the page of the other browser. You can now remove the old email address by clicking Remove – it appears at the end of each email address that is not the Primary.

If it

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Posted in SEO

How Can I Stop These Stupid Game Invitations On Facebook?

It was a question that came up during a one to one training consultation on Facebook with Caron.

How can I stop these stupid game invitations on Facebook?

I felt her pain.

I have some friends who regularly invite me to play Farmville or Candy Crush. I was sure I had set my privacy so that I didn’t see anything related to games. But that was some time ago. And these are notifications that appear under the globe in my blue navigation bar.

But how to get rid of them.

How to stop game invitations from appearing in your Facebook notifications

With the help of Wikihow, I discovered that, if you hover over the offending notification, there is an X which says Turn Off!

When you click on the X, you then get the choice to Turn Off or Keep On notifications from that game.

So now I’m just waiting for Candy Crush to appear so I can turn that off as well.

Will keep you posted on whether it really does stop these stupid game invitations from appearing in my notifications.

If not, here’s the sledgehammer approach!

Where can I block Games that my friends are playing on Facebook?

In the left hand sidebar of your home news feed, you will see a section called Apps. Here is where the Games and the Games Feed are located. Sometimes these items will have numbers after them indicating that some of your friends have been active there.

In Games, it will be invitations to play and other requests related to those games.

Select Games

Select Activity

Select Invites

Check Ignore against any/all requests there. You can also see an option to block any future attempts to be notified by a particular game in the yellow pop up that results.

Click on block and you get this option.

If you are really fed up with getting invitations to play again, this looks like the way to go.

Find out more about using Facebook for business or fill out your details to the right to book a social media consultation.

Learn how to keep

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Posted in SEO

Competitive Intelligence For SEO – SimilarWeb PRO Review

Search traffic is the main pipeline for online marketers to draw traffic, whether it’s from paid or organic sources. Competition over keywords and SERP real-estate is fierce and constant and you have to adjust yourself to the ongoing changes of algorithms and policies by Google.

In order to be able to stay on top, online marketers are forced to use multiple tools, track competitors and optimize their paid and organic campaigns accordingly. This takes time and money and can be, at times, a bit frustrating. In this article we’ll go over 4 easy actions you can take, using the competitive analytics platform, SimilarWeb PRO, in order to make this process easier, faster and much more productive.

A few words about SimilarWeb PRO

SimilarWeb PRO is a platform that shows you the analytics of any website. This includes all traffic sources, including the number of visits per source, the referring websites, referring keywords and even engagement metrics such as time on site and bounce rate. For the purpose of this article, we’ll focus just on the Search.

Step 1 – Define Your Competitors

Most good marketers can list their top 5-10 competitors, but online and especially for Search definitions become more complicated. For example, Easyjet the low cost airline competes directly with Ryanair and British Airways for the majority market share in the UK. In this industry one of the most competitive and highest volume keywords is “Cheap Flights” where other players fight for position including and So to succeed Easyjet needs to look at both their known competitors and their keyword competitors.

Your first step will be to understand which competitors you should be researching. In order to do that you can start running multiple related search queries in Google and try to identify competitors that are ranked for most of them. You will need to do this for both the paid and organic results.


Alternatively, you can go to SimilarWeb PRO, open the ‘Industry Analysis’ section, go to ‘Category Leaders’

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Posted in SEO

Is Your Social Media Helping A Burglar?

Every time I run one of my Facebook workshops, I talk about a survey conducted by Legal General where they discovered that 9 out of 10 adults who use social media once a week have been asked to connect or friend someone they do not know online.

And how over half of them had agreed!

From memory, the stats for Facebook users were something like 47%. The stats also say that the average Facebook user has 140 fans.

So that means that every time you put up a picture of your latest valuable purchase or check in with a holiday snap from sunny Spain, about 66 strangers can see it – even if you have your privacy set to friends only and your photo privacy set to friends only for each upload.

They can also see that you are on holiday and that they have a nice window of opportunity when your house is empty.

That’s how dangerous it is to accept people you do not know as friends.

Your social media could be helping a burglar to help himself.

Is your social media helping a burglar?

So, it was interesting to see this infographic which explains the problem in pictures.

How Burglars Are Using Using Social Media Infographic – An infographic by the team at Distinctive Doors

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Posted in SEO

Listing Management: The Required Foundation for Local SEO

Many new developments emerged to impact local SEO in the first half of 2014 alone, many courtesy of Google. Google began supporting new schema for multiple business phone numbers, for example, enabling organizations to define specific phone numbers for departments or multiple locations. Google recommends location pages contain this and other schema for hours of operation, address and other information.

Google also released bulk listing management for Google+ in 2014, huge news for multi-location brands that can now more easily automate efforts to keep location listings fresh. Google also removed authorship photos from SERPs, launched Google My Business, made review snippets more prominent in Knowledge Panel and allowed descriptors in Google+ business listing names all in the first half of 2014.

This pace of change is nothing new to local SEO pros. Last year, Google Carousel launched, Foursquare became a key data source, and Google Maps got a huge overhaul. Google released its Hummingbird algorithm update, and Knowledge Panels became ubiquitous. Even Facebook got in on the local search action, launching Graph Search.

Looking back further than 2013, other major developments in local SEO included adoption of the microdata format, Google expressing its preference for responsive design over mobile websites, iOS defaulting to Apple Maps, and the launch of Twitter Cards.

Listing Management Remains Fundamental

Despite the rapid pace and extensive nature of this evolution, the importance of effectively managing business listings never wavered. Listing management has been and continues to be the required foundation for a successful Local SEO program, and the most important components of effective listing management have largely remained constant in recent years.

All listings should include clean and accurate data. This includes the basics: business name, address and phone number (i.e. NAP), but local listings should be as robust as possible, also including product descriptions, categories, services provided, hours of operation, coupons, photos and payments accepted.

Other factors to consider are your naming conventions and the “Parent / Child Relationship” if / when applicable. The “Parent / Child Relationship” could be applicable when you have a retail bank and a mortgage

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How to Ensure Your SEO Strategy Delivers the Right Traffic

Red Bullseye

When it comes to SEO, achieving first page rankings and getting more traffic is one thing, but what about ensuring those rankings deliver the right type of traffic to your website, traffic that will actually convert into new customers?

Here are three steps to ensure that your SEO campaign delivers the right traffic to your website.

Step 1: Identify Your Target Audience

You know your customers. So, identifying your target audience should be the easy part, but when it comes to SEO, this isn’t always the case. If you offer different service or product lines, your target audience may comprise of a number of different segments. This makes identifying your target audience for SEO purposes much more difficult.

If you attempt to go after every possible customer in one fail swoop, your SEO strategy will most likely fail. Instead, methodically carve away the different segments, and target them incrementally. When you achieve success with one segment, then move onto the next. This is necessary because depending on the type of business you’re in, each segment may have very different needs and wants.

How do you identify which segment to target first? It’s a good idea to start with your most profitable and least competitive segment, so you can quickly start generating a return on your investment.

Step 2: Select the Right Keywords

Once you’ve identified which segment you want to target, the next step is selecting the keywords those prospective customers will use when searching for your product or service.

When selecting keywords, don’t just look for the ones that deliver the highest search volume. Put yourself in your customers’ shoes, and look for keywords that make sense from their perspective. There is a lot of “advice” out there about choosing keywords that have an ideal combination of search volume and competition. However, all of that is irrelevant if you fail to choose keywords that prospective customers will actually use when searching for your products or services.

In addition to choosing relevant keywords, take the purchase intent of those keywords into account. You can have two very similar keywords that indicate

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Posted in SEO

Using Reviews On Google Adwords

There are three ways that you can use Reviews on Google Adwords.

First there are the two ways to get the little gold stars – with thanks to Joy Hawkins for helping me to make sense of this..

Reviews on Google Adwords Express

The first is by using Adwords Express linked to your local Google My Business page. It is unclear to me whether the gold stars are active at the moment or not. Here’s what Mike Blumenthal said about this service back in 2011.

According to Adwords Express in the UK, the difference between their service and regular Adwords is that they are specifically designed for local small businesses and first-time advertisers. It is an automated service where several types of ads are created and constantly optimised for you showing on Google, Google Maps and relevant partner websites, on both desktop and mobile. You don’t need a website and don’t have to spend much time managing your ad campaigns. That sounds like a great way to give Google a licence to spend your advertising budget so not one I will be following up on!

AdWords, meanwhile, allows you to advertise locally, regionally and nationally. It is described as being for businesses that want more features, more reports, more tools and more control over their ad campaigns because they can select their own keywords or write multiple ads and actively monitor and manage campaigns.

Merchant Ratings on Adwords

The second is through Merchant Ratings.

I found out about these by chance when I was trying to clean up my citations profile so that I can change my Google My Business listing to show my new address. came up as having the old address.

A call to them revealed that they offer a service where you can ask clients to leave you a review. Google then goes out to their chosen sites and aggregates your reviews into a star rated listing. You need at least 30 with

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Posted in SEO

How Can I Tell If This Bill For Hosting Should Be Paid?

One of our clients has received an invoice from a previous hosting supplier but doesn’t know if they should pay it or not.

It is for hosting their website… but we are hosting their website!

It may be a scam or it may be an honest mistake – whatever, the client does not want to be paying for a service they are not actually receiving.

How does it work when you set up a website then?

First you have to rent a domain for a period of time – normally one year but discounts are usually available if you want to rent it for a longer period. You rent your domain from a registrar.

Then you have to purchase some hosting – that’s some space in the cloud where you can hang your website so other people can see it. Hosting packages cover different sizes of space and are for a period of one year. Most registrars also offer hosting.

Then you get a website designer/developer to build your website on that piece of hosting space that you have purchased.

You don’t have to buy a new domain every time you want to change the design of your website. It is much better to retain the existing one – unless you are going to be doing a completely different business.

How can I tell who is hosting my website?

In most cases, if you check your domain through, you can see who is hosting your website.

Look at the section which tells you where your nameservers are being pointed.

For example, if you are using TSO Host, you will see and listed as your nameservers.

That’s who you should be paying for hosting your website.

What’s the deal if the nameservers don’t match who is hosting my website?

Checking, I can see that this client’s nameservers are pointing at their registrar – the company they pay to rent their domain name from and through whose dashboard their emails are being run.

That is

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Posted in SEO