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Consumer Behaviour
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct


YouCom-Direct-Marketing-Tips

Many local business’s today are overwhelmed by the variety of local marketing choices available across desktop, mobile and tablet platforms. Many don’t know where to start which is where these marketing tips help.   At YouCom Direct, we understand how every local business is trying its utmost best to attract as many local customers as possible. We can help businesses outperform their competitors through local search optimisation and directory advertising.


Marketing Tips by YouDirectories

Accurate & Accessible Information

One of the most important aspects of local search is ensuring that your businesses information is consistent, accurate and accessible throughout the web.


50% of business owners have listings for their business that are not accurate.


70% of business owners say they don’t have the time to manage listings on all of the sites that consumers use.


Only 23% of business owners have a good sense of how listings drive traffic to their business.


 
If your business information is outdated or appears in different ways in different places, it will not only lower your visibility in search it will make it difficult or even impossible for potential customers to find you.  



Marketing Tips by YouDirectories

Optimise Your Website
Make sure that potential customers can find your business in search by listing all relevant information in the website title. Create individual pages for each business location as well as each product or service your business offers. This will raise the visibility of each in search, making it easier for potential customers to find exactly what they’re looking for.


Use keywords and phrasing that potential customers are most likely to use. Include basic business name, address and phone number information on every page of your website. This not only boosts SEO, but also makes it easier for a potential customer to contact or visit your business.  We recommend more than this of course for a website needs a UX focus but these are the basic tips.  


Marketing Tips by YouDirectories

Mobile Friendly

One of the biggest mistakes your business can make is not optimising its website for mobile. 50% of local searches are carried out on mobile devices. If a potential customer attempts to access your website via mobile but is interrupted by pages not loading, sizing issues or the inability to find information, they are more likely to go back into search until they find one of your competitors.

70% of mobile searches lead to online action within an hour. Mobile users that find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. Why? Because mobile users are on the go. When a consumer grabs their smartphone to search, they have a specific intent in mind.  



Marketing Tips by YouDirectories

Visual Content

A picture is worth a thousand words, and when it comes to capturing your audience’s attention, you want to take full advantage of every chance to communicate your message. Consumers today are attracted to photos and engaging videos, they also help to boost website SEO and improve visibility for local listings.

Studies show our brains not only process visuals faster, but they retain and transmit much more information when it’s delivered visually.

According to Brightcove, video on social sites generates 1,200% more engagement than texts and images.  Imagine what this could do to your business listing on a directory site?  But you need the right sort of video so talk to us to get it right.  



Marketing Tips by YouDirectories

Don’t ignore reviews
If you want your business to appear prominently for localised searches, then you will certainly need to consider how your customers are able to leave reviews for your business online. The importance of accumulating genuine and honest reviews is increasing.

People are looking for reviews on local businesses to determine if they are exactly what they want or try somewhere else. Customers are now sensitised to write reviews and publish them, especially after a positive service and experience.  

For 7 out of 10 consumers, positive reviews inspire trust. This highlights just how important they are for a local business, and it’s clear that reputation management is something that cannot be ignored.


  Marketing Tips by YouDirectories

Over 20% of searches on Google today are from users who are looking for local information and 97% of all consumers are going online to look for local companies. Using the above tips can really help to engage your customers. 83% of people doing online local searches then continue with a number of actions offline such as phone calls, emails, visits or even purchases. What’s interesting is how consumers are researching online but buying locally.   Contact us to discuss how we can help you enhance your customer engagement using the above great tips and much more!

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Glossary: UX – User Experience SEO – Search Engine Optimisation

Required reference: YouCom Direct News Article, April 2017, London, ‘Local Marketing Tips’.

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Search Engine Marketing
 Copywriter: Sam Jones, PR Assistant, YouCom Direct

YouCom-Direct-Yahoo!-partners-with-Yelp 

On March 12, 2014, Yahoo! announced that it had partnered with Yelp to bring local review data into its search experience for both mobile and desktop. Traditional Yelp information, such as ratings, reviews and user photos became interlinked with and fed to Yahoo!  


YouDirectories-Yahoo!-partners-with-Yelp-1

Following that US roll out, Yahoo! have now completed the same for the UK and some European countries. In the UK, like the US, this partnership is transparent with results clearly displayed as provided by Yelp. However due to the directory market differing greatly by country, in France where Pages Jaunes is such a dominant directory, Yelp provide the data feed to Pages Jaunes who in turn provide it to Yahoo! – See our earlier article from February 2013.  



YouDirectories-Yahoo!-partners-with-Yelp-2          YouDirectories-Yahoo!-partners-with-Yelp-3

 

Yahoo! is no longer a company known for its search products following the outsourcing of its search technology to Microsoft. Yahoo! has since tried to slow or escape from under its search deal with Microsoft, given that the partnership has failed to perform up to financial expectations. However it does want search to be a focus for its business and with local search comes local reviews.  



YouCom-Direct-Yahoo!-partners-with-Yel

Yahoo! Local isn’t the only search engine to have abandoned their own local reviews and switch to a data feed from Yelp. Bing partnered with Yelp in 2012 and now include not only reviews, but ratings, images and other data. This leaves Google as the one remaining search engine giant yet to abandon their own Google+ reviews in favour of the trusted data status of Yelp’s own review system.  



YouDirectories-Yahoo!-partners-with-Yelp-Mayer

Despite the competitive challenges, Yahoo Chief Executive Marissa Mayer recently declared that the company is “long in search,” stressing, “We do intend to continue to invest in the search user experience, and in really making sure that Yahoo! users on the network ultimately really get a tremendous experience.”  

In a recent blog post, Anand Chandrasekaran the then senior director at Yahoo! was quoted as saying “Now when you use Yahoo! Search to look up a local business in the U.S. on your smartphone, tablet, or PC, you’ll see user reviews, business information, and star ratings from Yelp. We’ve also added a new photo viewing experience to show high-quality photos from Yelp, other partners, and the businesses themselves.”


YouDirectories-Yahoo!-partners-with-Yelp-Mobile  

However, YouCom Direct have identified that the partnership is not totally a good thing for business due to the nature of review management. Many business owners have built a good Yahoo! Local profile with lots of really good reviews over many years. The Yelp-Yahoo! partnership seems good for them because Yelp is very popular for leaving business reviews and it would certainly help brands to have reviews from a well-known established review site.

But what many don’t realise is that years of accumulated Yahoo! Local reviews can be replaced in favour of a single Yelp review. The current process is that as soon as a business gains its first Yelp review, Yahoo! removes all the old Yahoo! Local reviews, rather than archiving them. The picture of the brand created by years of reviews just disappears overnight…



YouCom-Direct-Yahoo!-partners-with-Yelp


When users go and look at a business to see the reviews, it’s pretty common for users to bypass those businesses that only have a single review, in favour of those businesses that have a longer history of reviews.

This means that if your brand is on Yahoo! with lots of reviews and you don’t have presence on Yelp with lots of reviews, then you risk losing them to be replaced by a single Yelp review that someone decides to leave on the Yelp site.

The good news for Yelp is this now makes directory listing management on the Yelp country sites more important than ever. Very simply, if you manage your Yelp listings you’ll remove the user-generated listings of your business and create a platform for future reviews which will filter into both Bing and Yahoo!



YouCom-Direct-Yahoo!-partners-with-Yelp

Follow the YouCom Direct news posts to see the next developments.

Our Twitter news

Our Tumblr news

Our Pinterest news

Our LinkedIn news

Required reference:

YouCom Direct News Article, Aug 2015, London, ‘Yahoo! Yelp partners’.

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