Heard of Vertical Search Engines? You’ve likely used one…
At Search Engine Academy Texas, we watch Google closely for changes and developments. There are a number of vertical search engines that are worth paying attention to. Their growing popularity has started to affect the way we search online.
A major proportion of consumers start their product search on Amazon, YouTube is the world’s 2nd largest search engine, and Yelp connects people to local businesses (and reviews for these businesses) in their area.
SEMrush has some SEO strategies for getting your business and products found on each of these vertical search engines.
Local Marketing Attribution
Got a business? Then you probably have a marketing budget. It can be difficult for local stores to track in-store attribution. Whether your customer found your store via Google, Bing, Facebook or a different platform, it can be extremely difficult for your marketing team to track which consumer made a purchase, and what initiated their path to purchase.
Google Analytics can help shine a light on your top keywords, and what key terms show local intent. Some clever guessing has to be done to find the link between in-store visits and purchases. Some businesses offer their customers coupon codes, as a trackable way to gauge local marketing effectiveness. Some attribution might be available with Facebook’s Offline Conversions API, Foursquare data or even from Uber and Lyft.
Whichever way your team tracks in-store conversions, be ready to have some holes in your data.
Google Testing a New Local Pack in San Diego
In its effort to decrease spammy listings in the Local Pack, Google has been doing some testing. They used Advanced Verification to check highly spammy industries, like locksmiths and plumbers in the Bay Area. More recently, they used this Advanced Verification to create a Home Service Pack that highlighted these verified businesses in San Diego.
It will be interesting to see what changes they will make in upcoming months. So far these changes have only been shown in the Bay Area and San Diego. Changing Local Packs can make a major difference in visibility and calls for local businesses.