Consider Your SEO Strategy Carefully

Using SEO to improve your website’s online profile is a sensible thing to do. However, there are so many different facets to SEO that you could be forgiven for being confused as to what to use and how to use it. Finding the right routes to take for your site is going to be essential for success. Using a combination of SEO methods that is best suited for your site and your business will help raise your site up the rankings. Set a well considered strategy, which you have prepared and planned carefully. Be prepared to change course as and when necessary so that if you find one thing is not working, you can adapt it or switch to something else. Using social signals and backlinks are important however, make sure that any links you have are good quality, relevant and go to different pages, i.e. don’t always link to your home page. Prepare your keyword list carefully, make sure that these are being searched for and you can also make use of long-tailed keywords which are actually very useful for local searches. Intersperse these sparingly through your content and change them around if you can so that the same word or words does not come up time and time again. Your content should be unique and written for a human reader as opposed to writing purely for the search engines, if people find it interesting, they will share it with others and return for more as and when you post it. Attracting visitors is crucial to the success of your strategy and the search engines do take note of visitor numbers, how long they stay and whether they share your content.

SEO platform and search analytics firm Searchmetrics has released its 2014 SEO Ranking Factors and Rank Correlations report, which it says provides an “in-depth definition and evaluation of the factors that have a high rank correlation with organic search results.”

The study, which is focused solely on Google results, found high-quality, relevant content ranks better on average and also that the well-optimized technical performance of a page contributes to a good ranking.

In addition, Searchmetrics says the quantity and quality of backlinks remains crucial because new features have been revised to improve the quality of results. What’s more, the correlation values regarding coefficients out of the social sector have decreased slightly and the growth of the average total number of signals per position was small, Searchmetrics adds.

And, finally, for the first time, Searchmetrics says it measured user signals and found there is a relationship between rankings and higher click-through rates, lower bounce rates, and a high time-on-site.

Searchmetrics provides the following tips to “survive and thrive in a constantly changing SEO world”:

Tip #1: Create Robust Site Architecture

Before webmasters can look at content or optimization, they must build their sites correctly and Searchmetrics provides a list of Do’s and Don’ts for site architecture:


  • Include a well-balanced number of good internal links
  • Aim for short loading times
  • Keep sites up to date
  • Maintain presence of all relevant Meta tags


  • Lose focus
  • Focus only on the technical aspects of the site


Tip #2: Pay Attention to Keywords in Titles and Descriptions

Rankings for proper use of keywords in onpage copy have increased from 2013 to 2014. The chart below shows the correlation between keywords in titles, tags, and descriptions and rankings. Click here to continue

Further information

Why internal links and hub pages are the key to SEO success

The Google feature that can improve your SEO

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Google Authorship Has Been Retired

We all ( or at least we should) know about the benefits of high quality content for publishing online. It does not matter whether this is on your personal blog or for populating your business website, good content is of interest to many people and is of course what the search engines are looking for too. Google made it clear some time ago that it would not be tolerating what it considered to be rubbishy spammy content and sites that were found to contain such writing would be penalised severely. So, as well as implementing their menagerie of algorithms to weed out the undesirables, they also came up with the idea of authorship. The whole idea of this was to reduce the amount of anonymous posts, put faces to the names and give credence to experts in their field. What Google did not bank on was the fact the there were lots of people, many of whom are respected experts, who did not want to be dictated to in this way and who refused to take this up. The result is that Google have now retired their authorship project. This will please some but will be a disappointment to others.

Google introduced authorship support over three years ago, leading webmasters and anyone concerned with SEO to jump through a new set of hoops to make sure their faces were visible in Google search results, and hopefully even get better rankings and overall visibility in the long run. Now, Google has decided to pull the plug on the whole thing.

Do you feel that authorship was a waste of time? Are you glad to see it go? Is Google making the wrong move? Share your thoughts in the comments.

To be fair, Google called its authorship efforts experimental in the first place, but for quite a while, it looked like it would play more and more of a role in how Google treated search results, and more specifically, the people providing the content that populates them. Of course Google seems to be relying much less on people (at least directly) for search result delivery these days, favoring on-page “answers” over links to other sites.

Google never came right out and said it would use authorship as a ranking signal to my recollection, but it did go out of its way to really encourage people to take advantage, recording multiple videos on various ways to implement authorship markup on your website. As time went on, they added more ways to implement it, sending a signal that doing so would be in your best interest.

They also added features, such as display of comments, circle counts, etc. They added authorship click and impression data to Webmaster Tools. They dropped the author search operator in Google News in favor of authorship. They added authorship to Google+ Sign-In less than a year ago. It seemed that Google was only valuing authorship more as time went on.

A year ago, Google’s Maile Ohye said, “Authorship annotation is useful to searchers because it signals that a page conveys a real person’s perspective or analysis on a topic.” Emphasis added.

Also last summer, Google’s Matt Cutts said, “I’m pretty excited about the ideas behind rel=’author’. Basically, if you can move from an anonymous web to a web where you have some notion of identity and maybe even reputation of individual authors, then webspam, you kind of get a lot of benefits for free. It’s harder for the spammers to hide over here in some anonymous corner.”

“Now, I continue to support anonymous speech and anonymity, but at the same time, if Danny Sullivan writes something on a forum or something like that I’d like to know about that, Click here to continue

Further information

The end of authorship

Dropped authorship, an imminent Penguin & Google recon

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DIY SEO, is It Possible and is it a Good Idea?

The world of SEO is quite complicated to get your head around, but once you have the basics under your belt, there is no doubt that anyone can do SEO, you just need the training, time and tools, at least that is my view and effects how we approach discussions with potential customers in that where they so have the time, we always suggest that they do as much as they can.

The problem we come across more often than not though is that they don’t have the time to do SEO, just as much as they don’t have the time to do their own accounts.

But for some, the idea of doing their own SEO is really appealing, and for them being able to obtain resources from the web is really great. We are therefore really pleased to be able to point people at this page.

Is do-it-yourself (DIY) search engine optimization (SEO) possible if you lack SEO experience?

“DIY SEO is not just possible, it’s usually preferable,” according to Eric Ward, a noted linking strategist and publisher of the Linkmoses Private newsletter. “Nobody will care as much about your business as you.”

Whether you’re a small business owner or an online marketer at a large company looking to enhance your SEO, the most important thing is to “recognize that the techniques and tactics a DIY SEO’er must use are not universal,” Ward says. “A site that sells hand-carved boomerangs requires different SEO techniques and tactics than a site that sells bobsled parts. While there are some technical aspects to SEO that are common, the ultimate success or failure of your site will be based on SEO and promotion strategies that differentiate you from everyone else.”

We’ve grouped the following 25 invaluable DIY tips from SEO experts into four categories: Keywords, Links, Blogging and Social Media, and Strategies. (Click the links to jump directly to additional sections.) A few of the recommendations may be beyond your technical reach, but understanding the concepts will help you work more effectively with SEO professionals.

Click the link for the full story on DIY SEO

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30% of retailers see SEO agencies as “expensive” and unable to deliver

It’s always interesting to see what comments make about SEO, it is after all a difficult task and one where you just cannot promise good results. Any SEO company will try their best of course (within the budget they are allowed), but with Google ‘making things up as they go along’ (or at least that is what it often feels like) it can be very very difficult to get the results the customer wants.

That said, there is also the issue of what the customer does want and the question ‘Can the website deliver’, even when traffic is delivered. This is a point taken up by some of the people commenting on the blog below, as they point out that some companies simply believe that they deserve a first page position and to ‘sell’ whilst not really understanding what Google and their customers want.

The former point is one that really demands understanding, as a good site in Google’s eyes is one that does not just ‘sell’, but provides good and useful content to visitors. It is also worth pointing out that it is indeed foolish to openly trick Google, but that does not mean that some fancy SEO footwork cannot bring some good results…

Please read the item below and if you want to see the full article on SEO Agencies and Results click on the link:-

Nearly a third (32 per cent) of UK retailers see organic search (SEO) agencies as “expensive” and unable to offer them clear results while 15 per cent find them disappointing, according to research from OneHydra.

Of the 200 retail e-commerce managers and marketing directors questioned the majority (82 per cent) said search marketing is an integral part of their business model but on average less than 20 per cent of their SEO requirements were met in the last 12 months.
It was found that most work with an agency in some capacity, either in partnership with their own in-house team (37 per cent) or exclusively (37 per cent). Only a quarter handle SEO in-house.

David Freeman, head of SEO at Havas Media, said he often hears businesses and marketing teams discuss the difficulties of getting SEO projects implemented.
“However, we must consider that development teams normally have a continuous stream of work to implement and changes for the greater good of SEO performance won’t get implemented by default,” he said.

“SEO teams need to understand the way their clients/internal teams operate and accompany SEO recommendations with a clear commercial case.”
Freeman explained this commercial case should allow work to be prioritised accordingly and alleviate some of this wastage. However, he added that it is “vital” that SEO teams understand the capabilities and limitations of the content management systems to ensure that the recommended changes are feasible to start with.

Meanwhile 17 per cent of respondents stated that the lack of a “strong business case” was the key reason for being unable to implement changes, but by far the biggest barrier for companies was “technological resource and capacity”, a problem which 71 per cent of respondents cited.
Andrew Girdwood, head of media innovation at DigitasLBi, said it is a shame that so many sites are still built without SEO in mind.
“An approach that blends media savvy, like SEO, with brilliant design and build capabilities should not be seen as a luxury but as a necessity for brands. The approach helps save money in the long term.”

Regarding spend, the research found that a quarter of retailers could be wasting more that £100,000 a year on failed SEO procedures, of which many don’t even make it through the IT Department.

However, Oscar Romero, head of search strategy and product at Starcom MediaVest, said this figure is difficult to quantify due to changes implemented by Google.

“Since Google began restricting visibility of keyword data in 2011 under the (not provided) label, businesses have been denied fundamental information about how their sites were performing in organic search. As Google further increases online security measures, the proportion of keyword data being labelled as (not provided) is reaching close to 100 per cent. With this lack of visibility on keyword-level performance, businesses are faced with the significant challenge of how to assess ROI and justify future investment in SEO.

“Over time the industry has developed a variety of alternative methods to define SEO metrics and targets, including analysis of rankings and landing page performance.

“However this is not able to replace the level of data previously available to search marketers and renders the ability to assess the performance of SEO in isolation very challenging.”

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Using Social Media For Customer Service

Social media has many uses for business marketing however, it can be  a very powerful voice for customer service. Virtually everyone uses social media in one form or another and as such a dissatisfied customer can very quickly and easily give your firm a bad review that can spread like wildfire. On the other hand, a good review can really help your business’s reputation which in turn can lead to new clients. This is why it is important to monitor the social media platforms you are using for your business, it is no good setting up accounts and posting now and again and then not bothering to interact or engage with your followers or even worse, just posting continual sales pitches. Of course you can use it for the occasional sales pitch but followers want more, they want information, discussion and a bit of fun as well. It does require a degree of dedication and if you can’t do this yourself, you should delegate this task to someone who will be diligent, interact with followers in a fair and non-judgmental way and flag up or solve any issues that might arise. As with any customer service, it is important to address problems as soon as they arise. Similarly, thanking those who give praise is also appreciated.  So, if you thought social media was just another marketing tool, think again, use it to promote your good customer service.

With the modern man attached to his smartphone at the thumb, today’s consumers often look to social media as the go-to route for customer service interactions with brands around the world.

Additionally, there’s a greater incentive for brands to satisfy needs and fix problems expressed on social. An irate traveler in an airport only influences other irate travelers. An irate, inconvenienced traveler on social media influences their followers – and potentially many more.

Personally, I now default to seeking support and service first on social media. Often, these interactions begin when I hear two of the most inconvenient words in any language:

“Flight Cancelled.”

These words imply all sorts of misery: long lines, angry travelers, overbooked alternate flights, missed connections and hours on the phone with airline customer service. Except not anymore.

On a recent trip, my wife and I experienced the dreaded cancellation, and all 150 to 200 people from our flight were told to go to the main customer service desk for rebooking. Anxiously waiting in line, I started tweeting at the airline.

There was no Twitter version of a phone tree, no time being put on hold. Within minutes, a person (indicated by a signature like this at the end of their tweets: “^LC”) got back to me. The representative requested I follow their account so we could discuss flight information via Direct Message instead of by publicly tweeting.

Less than 10 minutes after the initial cancellation, I had our rebooking – all via Twitter. We were still 20 to 30 minutes from the front of the line at customer service, and most of the people in front of me were on the phone – on-hold – with the airline.

The best part? We were rebooked on a plane departing within 15 minutes. If we’d waited on traditional customer service options, the flight would have been long-gone.

Traditional service options would have left me a frustrated, stranded traveler. I would have hours to tweet snarky comments about the airline. Instead, it had a satisfied customer – already on Twitter, ready to share my experience. Click here to read on

Further information

When social media doesn’t work

The top 7 social media trends of 2014

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Audit Your PPC Campaign For Maximum Effect

Pay per click can be a very useful tool in your online marketing armoury and there are many ways to make use of it. It can be used particularly well when targeting local markets and also for launching new lines. Selecting the keywords is one of the most important aspects when planning a PPC campaign. Choosing the right keywords will mean the difference between success and failure so doing enough research to give you a good spread is vital. Once you have your keywords, writing an eye catching advert is next on the list. As with any advertising, make sure that your advert sounds inviting and that it is relevant to the products or services you are selling. Having a PPC campaign is all well and good, however, it is quite important to look at how it is doing and to analyse data and results so that you can see what is working and what is not. This will allow you to change things that are not working and streamline your campaign. It can be a very economical method of marketing when done well, so read on to find out how to audit your pay per click campaign.

Whether you’re building your own PPC campaigns or working with a PPC vendor or agency, it’s important for business owners to understand how to evaluate their AdWords campaigns. To help you ensure you’re getting the most out of your campaign, and provide some guidelines to assess your efforts, here are the six most important steps of conducting a PPC audit:

Campaign Structure

A well-structured campaign enables you customize ad copy, landing pages, keywords and bid strategy to effectively reach each segment of your target demographic. Campaigns should be differentiated based on service lines, products or current promotional activity. Utilize ad groups to further narrow down groupings within those segments. Separate out an ad group for “blue shoes” so that you know you won’t be targeting people searching for “red shoes”.

Keywords and Negative Keywords

Use your search details report to discover expansion opportunities or cut words that are not converting as well you’d like. Create new ad groups and expand your account or build your negative keywords list to ensure that your ads don’t show for irrelevant searches. Are there some keywords that perform much better than others? Make bid adjustments to increase your chances of appearing on the first page for these words more frequently.

Examine Ad Copy

In Google, you can use the Ad Preview Tool to see if your ads are showing up for the keywords you are bidding on, in your targeted locations. If you are happy with the position of your ads, take a look at your ad copy and see which versions of your ads get the most clicks and conversions. Swap out ad copy that isn’t as enticing or contains outdated promotional text for newer versions.

Location targeting settings

Pull a geographic report to determine if there are new areas to expand into and where you should limit spend. If you’re spending a lot of money in areas where there are no conversions, it might be time to pull out of that location and reallocate your budget to an area with higher conversion rates.

Further information

10 ways to get the most out from ppc

Mobile ppc tips and tricks

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Getting your blog to speak volumes

We are always encouraging you to blog and to use only great content for your blog, however, you also need to optimize that content for your blog. This can be a source of great stress for some people and it can be very confusing deciding what keywords to use, how to use them, how many to use, where to place them and so the list goes on. Keywords are important and so is choosing the right ones. There can be many ways to describe something so that you can really mix your keywords up, for example, if you have an accountancy firm, you can make use of keywords such as: accountants, accountancy, accounts and accounting. You can also make use of associated terms like bookkeeping, tax returns, corporation tax, VAT and so on. If you wish to push for  more local business, using geographical terms along with the keywords will help potential customers in your region find you. Your blog is not just about promoting your business, it is about sharing information, news, tips, advice or whatever is relevant to your sector and engaging with your visitors. Here are some great tips to help you write you blog, get it noticed and keep the search engines happy to boot!

Search Engine Optimization (SEO) is on everyone’s lips all of the time. It is wonderful if you can write a blog article that uses sophisticated language, exciting language, and beautiful grammar and punctuation. However, it is also critical that it is optimized for the search engines. After all, people need to be able to find you.

Your approach to optimization

Sometimes, when it comes to writing, the hardest part is coming up with the first sentence. Once you have been able to come up with that first sentence, you just have to put one foot in front of the other after that and keep writing. If a blank piece of paper gives you a great deal of anxiety, you may want to create an outline from which to work or perhaps a template will work well for your blog articles. You understand that you need to blog. Not only because everyone else is doing it and their businesses are thriving but because you need to do it for the sake of your own business.

Creating a template for your blog articles

Whether you create a template for your blog articles or you get someone else to do it for you, the point is that it will make your life a whole lot easier and there is absolutely no reason why you shouldn’t do it. The SEO part of it (no matter what anyone else says) is extremely important and always will be. So, now all you have to do is follow some pretty straightforward, simple tips that will help you tremendously. If your blog articles are optimized, you will rank higher on the search engine pages and you will be noticed much more readily online.

  • Keywords first: Your keywords and key phrases are extremely important. If you have strategically placed keywords that yield the results that you are hoping for, you will be able to accomplish all sorts of great things.
  • Pay strict attention to the size of your blog posts: Your blog posts should be between 500 and 1,000 words (although closer to 500 than 1,000). Too short isn’t good and too long will cause your readers to give up on your post. Of course, you shouldn’t worry if your blog posts end up being longer than you thought they would be.
  • Always include anchor text terms: Anchor text is a key phrase that hyperlinks to your website. The concept is that you are planting an “anchor” that is connected to your website. After all, once you have gotten the person to visit your website, you can woo them properly.


Further information

What is off-page SEO and how to use it

SEO should not be held to an ROI target

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How to write great SEO content

For the hard pressed business owner who does most of the work themselves, finding the time and energy to write interesting and relevant content can be quite a daunting task. However, once you get into a regular pattern of writing, it becomes easier and if you are really passionate about your business, your writing will be interesting and enthusiastic. It does not matter whether this content is for the main site or for your blog, one thing is for sure, it has to be good. One of the main tips we give out, is to write for an actual person rather than for the search engines. Writing something that is interesting and engaging will repay you huge dividends however writing just one piece and leaving it at that is not going to be enough long term. What you need to do is pace yourself so that you release your content on a regular basis as this will build up a regular following of readers and this is the key here. Having this base level of readers who visit your site and share your articles with others leads to more visitors so that your site or blog is getting high levels of traffic on a regular basis. This in turn is noticed by the search engines and as such, your site or blog will rank higher on the organic listings. For those of you who are just starting out on this journey, here is some solid advice to help you on your way.

If you’ve recently put up a website for your business, it will not immediately appear when you search for a relevant keyword in your favorite search engine. To earn your spot on the first page of results, you need to publish SEO web content. Search engine optimization, or SEO, content consists of articles, blog posts, or other written website material that is created to feature prominent keywords. Search engines will crawl throughout the web, grab these keywords, and catalog them in an online database, where they are called up during keyword searches. The more keywords that are inserted into the content, the more frequently and prominently your website will appear in search results.

So what is involved in creating SEO web content, and how can you do it to best maximize your business’s potential?

1. Pick a topic relevant to your business

The first thing you need to do when writing SEO web content is decide on a topic that relates to your business. If you want your business to appear in more search results, you must write about topics that pertain to your product or service. You can direct the topic you choose toward a particular goal, such as increased sales, website hits, or social media shares.

Writing with a specific topic in mind is also important when deciding on your writing style. From your topic, you can determine the type of audience you want to target and write the articles with those readers in mind. The language and style used and the information you choose to highlight should draw your audience, and you need to write according to their needs.

2. Use relevant keywords

Keywords are an important part of your content because they are the key factor for SEO. These words and phrases should be carefully selected for SEO web content because they need to effectively relate to your business and appear in searches. Make sure to research the keywords that customers commonly search for when looking for businesses similar to yours.


Further information

5 SEO trends that have emerged in 2014

4 Beginner SEO tactics you have to know

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Learning from the SEO mistakes of others

Over the years SEO has changed and evolved and will continue to do so particularly with the search engines using algorithms that can appear to cut you off in your prime. Of course, they do not see it this way, they see it as removing what they believe to be irrelevant, poor quality or spammy content. This is why the experts are always banging on about only submitting high quality content to your site. Being able to keep up with all the changes and innovations is a job in itself and nobody would expect a hard working business owner to know everything that is going on in the world of SEO when this is not their forte. However, it is a very good idea to be aware of some of what is going on, particularly when Google’s algorithms are released and appear to cause havoc even with very well known sites. We all make mistakes, but learning from those mistakes and not making them again is the important factor. Some mistakes are relatively harmless whilst others would score 7.5 on the Richter Scale with devastating results. If we can learn from the the mistakes of others, even better, it means we avoid a disaster of our own. So, take a look at this piece and see what you can learn and the mistakes you can avoid.

I’ve spent the last decade consulting and working in both agency and in-house SEO environments. I’ve had the privilege to work with executives and stakeholders who understand the importance of SEO to their business and have a desire to maximize it. But I’ve also experienced the disadvantage of working with businesses moving too quickly, and in some cases, too slowly, making avoidable mistakes that jeopardize their organic programs. The good news is twofold: First, you can avoid these top 10 mistakes in the first place, and secondly, there’s a way to recover from them.

Keep this top 10 list of SEO mistakes in mind as you craft and execute your overall SEO strategy.

Assuming keyword research is the only market research you need to perform.

There are motivational and emotional reasons why your target market exists. To be successful with SEO long-term, you really need to understand your target market at this deeper level. Start thinking about your target market in a more nuanced way. This goes well beyond keyword research into teasing out the emotional details and rational reasons why your users will consider paying for your product or service.

Questions to answer: How well do you know your users? How well are you listening to them and responding with the best product or service possible? Do you understand the buyer journey(s) for your products or services? Do you have the expertise to talk intelligently about your products and services (and is it enough to convince someone to purchase from you)?

Yes, keyword research is a step in the process of understanding your target audience and their search intent, but there’s always deeper, ongoing market research to perform and your business’ past and present data to consider. Avoid the trap of one-and-done keyword research by making targeted market research a part of your ongoing research processes. I recommend working closely with your product/merchandising team or a product marketing manager. Also tap into the knowledge of your social media manager. These people will typically perform a good deal of market research as part of their jobs as well. Your keyword universe will expand, the quality of your content will improve, and users will reward you through better engagement and sales.



Further information

The 7 most common SEO mistakes

23 tips to regain search traffic and future proof your site

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Use Local SEO To Boost Your Business

Having a website means that your goods and services can be bought from anywhere in the world but, are you missing out on the local market? Your local area could be a great untapped source of income for your business and if you are not advertising locally, you could be missing out. A lot of people like to use local businesses particularly if they can collect the goods that they want to purchase the same day or they could just be looking for a particular type of food prepared in your restaurant. So make sure that your business is accessible to this group of potential customers and remember that most people now use smartphones to find businesses. There are many ways to promote your business locally and you need not spend a lot of your advertising budget to do this, there are a lot of free services that you can use, all you need to do is fill in the online forms and if you are doing this, do be careful to fill in all the details correctly. Be sure to provide a map on your website so that customers can find you easily, this is particularly important if your business is located in a large business park or a rural area or is difficult to find without directions. Make it easy for customers to buy from you or they will go elsewhere.

Local SEO is vital if you want your business to be found in the search results when consumers are actively seeking the products/services that your business sells/provides. Top search rankings are responsible for keeping your phone ringing and local consumers walking through your doors. A solid local SEO plan helps ensure that your target consumer can find your business when they perform a local search.

Your on-page factors along with social signals, inbound links, NAP (name, address and phone) listings, and local listings all contribute to your website ranking in the local search results. Improving your position in the local results can drastically improve your website traffic, resulting in more sales and revenue for your business. The following eight tips can help you to improve your local SEO effort.

1. Make sure your local listings are all correct.

You should have a Google+ Business page, Bing Places for Business, and a Yahoo Local page set up. These are the listings that show up at the top of the local search results, so it is important that your business is listed with each in order to have a chance to show up in the local search results. Fill out each profile completely and make sure that your business name, address, and phone number is exactly how it appears on the contact page of your website.

2. Check for duplicate local listings.

It is very possible that you have duplicate local listings out there and you will want to perform a quick audit to check. If you do locate duplicate listings you will want to delete them. There are many services to help you with your local listing management. Our favorite is Moz Local because it is so simple to use and it is extremely affordable.

Further information

What is local SEO and why do you need it?

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