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Search Engine Marketing
Copywriter: Matt Roberts, Group Account Director, YouCom Direct

Every street is local to the people that live there


Every street is local to the people that live there. Focusing online content on local keywords generates more search results with Google’s algorithm favouring localised sites. This approach is required on each site that lists your store. Online directories are effectively duplicates of your own store pages. But, vary the content and these won’t be seen as duplicate pages, instead search engines will categorise them as ‘additional pages’ (new content). This means more search results for your brand on page one of a Google search and less of your competitors. Inserting local keywords into your store page’s title / meta description tags is the first step toward local ranking.


Your localised content should focus on long-tail keywords to delineate your site


Your localised content should focus on long-tail keywords to delineate your site. Long-tail keywords will help the store page rank higher than a generic keyword which have much more competition. ‘Storage Greenwich’ may describe your service and local area, but ‘Best storage company in Greenwich’ will have less competitor noise and be more likely to reach your sales market. Don’t forget the meta description tag is truncated in search results if too long, so for geographic keywords it is better to insert them as near the beginning of the tag as possible.


The Itsukushima Shrine (also known as the floating torii gate) is example of localised content


The Itsukushima Shrine (also known as the floating torii gate) is one of the most famous landmarks in Japan (shown above). Localised content that can be displayed on your store pages and your online directory listing pages alike should contain information relevant to the local area.  Detailing nearby local landmarks is perfect for this goal.  But content marketing management is (relatively) easy once you get going / have experience.  For instance, have you considered adding testimonials from local businesses you’ve served?  Suppliers or SME customers are often very willing to provide a testimonial and that is like gold to Google searching for local content in a search results page.


Before producing localised content for your store area, identify your target audience

 

Before producing localised content for your store area, identify your target audience. Ask your store managers to interview customers face-to-face. Those interviews themselves can provide additional local content for that store.  Google’s Keyword Planner is a great tool to measure search volumes for the keywords that were identified out of that customer research.   If you’re lucky enough to have people willing to link back to your store page either via their personal blog or review, make sure you have content that is worth shouting about to give them reason to do so.  Some tool that represents an advantage over your competitors or at least appears new to customers will do that job.


 

Such a tool for localised content could be a virtual tour where blog writers or reviewers can discuss your industry in general and then give an example of how people can now walk around a store to answer their questions without even visiting.  Such a tool is newsworthy and worth writing about, relevant to both the readers and to Google. 



Becoming active in your local town or village will also generate ideas for localised content, so you can be authentic in your writing (no one else will have that content and the same keyword search terms that you know your customers will use to find your service, will be ranked higher within that content due to its originality).


Hosting local events is one such example of being active in your local community


Hosting local events is one such example of being active in your local community.  If your store has a lot of space that will lend itself to the activity nicely.  If the local event is charity related you will also generate natural, original, localised content for your store page.  Attending local events or sponsoring local events are other ways to cultivate your community inclusion.  Now we know we are creating local content to rank better in a search engine.  But don’t forget, the main idea should also be to position your brand in the local community.  For that reason, it is essential to publish strategic content on different media channels.


Links to high page authority sites increase your ranking

 

Social media should be your main channel highlighting your community activity and linking back to your store pages that display it. But good high-ranking local landing pages will add to this and accelerate the results of your hard work providing excellent localised content.  YouCom Direct have a strong partnership with a local landing page company to achieve just that for our clients and priced on performance (so the only cost being when customers click through to your store page from the localised landing page or make a call to your store).


 

Local search marketing works best when utilising store page assets such as your own local research and statistics. For example, you have customers, right?  So, you record sales history.  From this you can glean sales patterns, data trends.  You are sitting on your own gold mine of data.  So, analyse this (or give it to an agency to do it for you) and put the resulting statistics on your store page (localised content derives from such data). By doing this you are creating the opportunity for bloggers and local media outlets to reference these statistics and create new backlinks for you naturally.

Our social media marketing gains 1,000 new followers a month

As a specialist agency in directory advertising, contact us for more information on building localised content, circulating localised content via online directory networks, connecting to high page authority bloggers for natural link building and for social media marketing that gains 1,000 new followers a month (see our own Twitter).  All of our services are paid by performance with a cost per customer lead or cost per click (i.e. pay-by-results performance marketing). So, you only have to supply an advertising budget when we perform.

 

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

 

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Required reference:

YouCom Direct News Article, Jan 2019, London, ‘Localised Content’.

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Data Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct

Everyone wants to personalise their look

 

Everyone wants to personalise their look.  E-commerce has for a long time seen the benefits and value to data personalisation. Amazon and Tesco are famous online sellers who collect vast amounts of data on customer’s purchasing patterns. They analyse recency and frequency of purchase, behavioural trends and patterns. These are used to power their offers and suggestions to sell you more things. ‘Bricks & Mortar’ sellers, often struggle to replicate those successes (with exception to those that do well on both like Tesco). In 2018 we have identified a shift in understanding with physical retailers making changes to introduce personalisation practices.



70 percent of retailers are personalising the in-store experience

 

According to one research company, 70 percent of retailers with a physical store presence are now personalising the in-store experience to compete with their online counterparts. Let us introduce ‘Facenote’, a machine learning AI software that recognises your customers using face recognition techniques. By personalising the customer service, briefing sales staff to personal preferences and tracking their needs, such software can lead to greater customer loyalty and retention as well as upselling benefits.


To register, brands invite their customers to be identified by texting their selfies

 

The software requires only a simple webcam or regular security camera.  Its algorithms allow for customer recognition and identification. Shoppers can then be welcomed by name, and staff on the sales floor can be briefed on each customer’s personal preferences and purchasing habits. In-store product recommendations can then be personalised in the same way that Amazon does to you online.  To register, brands invite their customers to be identified by texting their selfies or sharing Instagram images.


Amazon uses algorithms to personalise user’s homepages

 

A study by salesforce found that 52 percent of consumers would switch from a brand that doesn’t personalise their marketing communications.  This is why Amazon uses algorithms to personalise user’s homepages with product recommendations based on previous search and purchase history. When you read this, you think “makes sense”.  But the majority of retailers have a simple one-size-fits-all generic homepage for all logged-in users, irrespective of age, gender, behaviour, disposable income etc.


85 percent are likely to buy from a personalised mail order catalogue

 

The real winners in marketing are those who personalise a service or product leading to add-on sales, upselling and organic growth.  Scotts of stow are a growing mail order company who succeed with catalogues littered with the recipient’s name making various products more appealing.  Consumers will open the catalogue and see a doormat with their family’s surname on it for example and are 85 percent more likely to buy it as a result.  More than this, they do it extremely well making it seem less like a Photoshoped digital makeover and more like it is a real selling product that everyone else is buying.


Netflix know if you haven't seen this film

 

Netflix are one to do similar and of course they use the latest AI technology to assist their algorithm analysis.  For example, if they know you haven’t yet seen Knight and Day with leading actors Tom Cruise and Cameron Diaz, but you have watched many other Tom Cruise films, they will tailor the film cover in their ‘recommendations’ to show Tom Cruise.

If you watch Cameron Diaz films, you will see the Knight and Day film cover with Cameron Diaz on it.  It is clever marketing that is (relatively) simple to do and (relatively) cheap (brands don’t need to buy billboard adverts for example, simply use existing data to personalise recommendations that lead to more new sales).


Trademark Logo


YouCom Direct specialise in this same approach to business listings by personalising content based on geographic area and even consumer past purchasing history.  We use all the data our clients can share with us (after our usual NDA agreements to protect privacy) to tailor those natural search results showing in Google that originate from business directories.  We have seen a provable uplift in response rate as a result.  To discuss personalisation in more depth contact us on contactus@youcomdirect.co.uk

 

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

 

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Data Source:

              https://facenote.me/ 

 

Required reference:

YouCom Direct News Article, Dec 2018, London, ‘Personalisation’.

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Search Engine Marketing
Copywriter: Matt Roberts, Group Account Director, YouCom Direct

Recruitment agencies are a good case study to examine for successful keyword use

 

Recruitment agencies are a good case study to examine for successful keyword use.  When they receive a new job description (and a good recruitment agency will ‘obtain’ one), the first stage is to find suitable candidates.  Important to that is a good keyword search on your firm’s database of registered candidates, on LinkedIn via a Premium membership, job sites or even from social media.  Identify the keywords that describe those skills, qualities or experiences which the client states are required for the job.  The more accurate the keyword search, the less time you spend placing each candidate.  The quicker you place the candidate the higher the ROI for your agency.


The keyword search is necessary to find a ‘probable’ match

 

Once you have your list of candidates, the recruitment consultant must then begin to find a suitable match for the employer. The keyword search is necessary to find a ‘probable’ match, but to find a ‘suitable’ match the recruitment consultant now needs to assess the personality. The candidate’s personality must fit with the company’s culture. To begin, scan the CV’s for any pattern of regular job changing.  Someone who changes jobs regularly may take longer to place, or simply make your agency look like they do not propose high quality candidates.


Keyword searches increase profitability (speed of placing a candidate)

 

Scan also for candidates who have gaps in employment history to make a note to ask them the reason why (if they cannot provide a sufficient reason, the recruitment consultant must be prepared to move on the next candidate in the quickest way possible whilst observing minimum politeness). If the candidate’s address or location is known, then the recruitment consultant must also make a decision whether or not the job will be too far for them to travel to (this will increase probability of a quick placement).  This is another instance where keyword searches increase profitability (speed of placing a candidate).


When the recruitment consultant is ready to speak, they must ‘listen’

 

When the recruitment consultant is ready to speak to the candidates on their list, they must ‘listen’ to the candidates as they explain their salary expectations (if expectations are not met, it will be very hard to place them).  Ask the candidates questions about why they left their previous employment, try to encourage them to be honest about their past (it will help you know what challenges you may face with the interviewer).  Ask them about their hobbies and interests to assess culture fit with the client’s company.


With an understanding gained, it is time to call the client

 

When the recruitment consultant has an understanding of the candidates they will be proposing, it is time to call the client.  A good technique is to first write out keywords for each candidate that match various key qualities desired and preferred by the client’s job description (JD).  In your call, you can then succinctly say the candidate name, a short bio and your keywords.  For instance, “I have a great candidate, John Smith, he has a half hour commute to your offices, 3 years’ experience.  [and now the keywords] He is analytical, has good social skills, enjoys project planning and looking for flexible working”.  The keywords will form the ‘desire’ part of the AIDA marketing model.


Remember, when they fail to get out of bed, it is not just their future they’re blowing but your agency fee

 

The recruitment consultant then arranges the interviews, preps the candidates, reminds the candidates (remember, when they fail to get out of bed on time, it is not just their future they’re blowing but also your agency fee) and follows up after interview.  This dedication is typical in any agency and focusing on the client’s goals is just the same in directory advertising.  Post-interview, the recruitment consultant makes their after-interview phone call where they could be dealing with a dejected interviewee or an elated one.  Both situations will make it difficult to glean information.  So, have a list of questions that will ensure you get what you need for your call to the client later.


For every negative answer the candidate provides, have a positive keyword to match it

 

Depending on how their interview went, for every negative answer the candidate provides, have a positive keyword to match it, ready to volunteer to the client.  For example, if the candidate tells you “The interview went badly, I got caught up in the analysis and forgot how to present” match it with the positive keyword: Analytical: “sometimes he does such a great job in the analysis he forgets his presentation skills under pressure.  Is this something you could work on with him in the role?”


Trademark Logo

 

Keywords clearly are vital to quick placement of the right candidates with a client’s role.  Quick placement is key to increased ROI and profitability.  Good directory advertising focuses on keywords in the same way as recruitment.  Many brands (and their agencies) focus on the same description for each store, when in reality each store has different content to contribute and different keywords that will help it display in the first results page.   The more accurate the results (in either candidates or a store wishing to be found by customers on Google), the more profit you will make in the year.

 

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

 

Our Twitter news

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Glossary:

JD – Job Description

ROI – Return on Investment

A.I.D.A. – Awareness; Interest; Desire; Action

 

Required reference:

YouCom Direct News Article, Nov 2018, London, Keyword Recruitment.

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