SEO & Google’s Algorithm: How It Works | Berning Marketing | New Orleans

Google is making the search engine leg race to the number one spot more exhausting than ever and with the company’s estimated 600 changes to its algorithms made annually, the finish line may never be in sight. Search engine optimization (SEO), however, remains such a crucial ingredient to ensure organizational success.

In layman’s terms, an algorithm is a recipe that instructs a computer on how to complete a given task. Google’s algorithms pertain to yielding search engine results that are relevant to the users search queries. Today, Google’s algorithms take into account around 200 factors when determining website relevancy, a pool that is consistently growing and changing.

In it’s toddler years, Google search engine visibility was somewhat easy to obtain by stuffing a website with relevant or irrelevant keywords. As the search engine evolves, it is becoming more targeted at finding these non white-hat SEO techniques and penalizing websites for these practices. Today, Google continues to release major updates to the algorithm like Panda, Penguin, and the new Pigeon that can change a website’s traffic overnight.

Now more than ever, website relevance has to be about brand building through relevant, useful content related to what users are searching for. Keyword stuffing and paid links are now replaced by content strategy and development, a task that takes time. Strong content formation includes a hefty chunk of information that is both up to date and relevant to the users search and has not been respun, republished, duplicated or crowded by keywords.

Links are still valuable however, but their value is changing. Link building, much like keyword stuffing, became one of the easier SEO techniques to achieve higher rank results. Because of this, webmasters began building links independently via paid links or article farms. In order to fight these practices, Google introduced the algorithm update Penguin to seek out websites purchasing links or utilizing other spammy link building techniques and dropping their ranking position on search engine results. In the age of Penguin, it’s important to recognize that black-hat practices of buying links are no longer going to help your website by increasing search engine ranking position; it’s now about building relevant, qualified links by influencers in your network and submitting your content to social news sites like Reddit, Digg, or Google+ rather than submitting to article farms where your content will be republished on other sites.

Outside relevant content writing and qualified link building, another of Google’s algorithms focuses on website design optimization in regards to user experience. Google introduced the Panda algorithm update to seek out websites with low quality content and poor user experience. Websites that introduced high-quality content and constantly introduced new, fresh content into the mix were rewarded with increases in organic traffic. Sites with low quality content, broken links, and poor functionality lost out with Panda and organic traffic dropped exponentially – sometimes overnight.

It becomes more important than ever to have a team of people who understand how to utilize classic search engine tools and combine that with superior content formation in a timely and consistent basis. Paid links and keyword stuffing are no longer king , solid brand building with relevant, unique content on a sturdy foundation is.

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

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Marketing Strategy Don’ts: Twitter Edition | Berning Marketing | New Orleans

In light of the recent Baltimore Raven’s Ray Rice domestic violence tape that went public this Monday, and in response to harsh comments made by public spectators, women everywhere who have been victims of such brutality are taking a stand.  Hashtag #WhyIStayed lets women tell their true tales of horror and despair in hopes to raise awareness on a subject often hidden in the shadows.  Grievous dialogues include, I knew if I left he’d try to kill me and, My fear to leave was greater than my fear to stay, and, I figured if I could hide my bruises I could hide my reality.  DiGiorno Pizza’s twitter account also participated in the social media trend:

DiGiorno Marketing mistakes

Of course, it took DiGiorno’s content managers a whole ten seconds to click on the hashtag before they realized the domestic violence platform they were using to sell a frozen pizza.  Since the short lived tweet the company has sent out hundreds of personalized apologies stating that, in general, the company is sorry for not looking before leaping into such vulnerable territory and DiGiorno assures it’s audience that it would never poke fun of such a social injustice.

Let’s take a look at some other companies who have used a similar, horrible social media marketing technique.

Epicurious, a website denoted to recipes and all things food, posted this on their twitter account in the midst of the April 15th Boston Marathon bombing.

epicurious boston bombing mistake marketing

 

 

Gap really wanted to reach out to the survivors of Hurricane Sandy day seven into the storm here.

gap marketing mistakes sandy storm

 

Kenneth Cole, sitting comfortably in designer clothes and air conditioning, posted this to their twitter feed.

kenneth cole egypt marketing mistake twitter

This NYPD promotion backfired brutally when people began hashtagging the police department’s horror photos.

marketing mistake nypd hashtag

When McDonalds asked it’s customers to hashtag their dining experiences with #mcstories, they received a majority response that looked like this.

mcdonalds macstories twitter mistake marketing

 

NRA posted this the same day as the Aurora movie theatre shooting, Colorado’s deadliest massacre since Columbine.

nra twitter hashtag

 

Whether it is due to user error or just bad taste, mistakes are rarely forgotten.  One person’s failing can be representative of an entire company.  Data is spreading quicker than ever on today’s stellar information highway and even a window of twenty seconds or less can prove deadly.  It is absolutely critical to read, review, and repeat before you finalize that campaign and know your marketer!

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

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iPhone 6 & Apple’s Marketing Machine | Berning Marketing | New Orleans

Last Tuesday Apple unveiled a new set of iPhones, along with the long awaited Apple Watch. To some, it was a monumental announcement, to others, it was more of the same i-sheep Kool-Aid. Wether you’re an Apple fan or not, there are a few things we can agree on.

iPhone 6 Brings Minor Upgrades

A side by side comparison reveals very minor differences between the previous iPhone 5S and it’s younger, sexier sister, iPhone 6.  New features include a larger screen, curvier edges and an added pay-by-phone feature called Apple Pay which we’ve seen in other phones.  Both phones are manufactured in aluminum with an 8-megapixel sensor camera and have a battery stamina that is essentially the same.

Apple: The Hype Machine

Apple is known for technology but, without a doubt, Apple is a marketing machine.  This is arguably why the company experienced an 8000% increase in profits from 2003 to 2012, according to a recent Marketing Strategy Analysis conducted by Vertygo Team, and why people decide to fork out big bucks for little upgrade bang.

Apple has been the recipient of AdWeeks Best of the Decade, Brand of the Decade, Campaign of the Decade and Marketer of the Decade awards. It was, yet again, voted as the overall winner of the 2014 CMO Survey Award for Marketing Excellence and last year it was awarded the title of “Brand of the Year” in the league of smartphones, tablets, and computers by Harris Interactive Marketing Firm. And the list goes on.

Android Caught Up. A While Ago

If one really challenges the specs against iPhones ultimate competitors of Android phablets, the data clearly demonstrates that Apple sells because of it’s name, not it’s game.  At the most basic level of graphics, iPhone 6 has finally crossed the HD threshold, however, it barely treads water when compared to the pixel-dense resolution of current Androids.  Androids have also always been a safe bet regarding their processor downlow.  Apple, on the contrary, has shed very little light on the qualifications of it’s new A8 processor, while Android companies most always rely on the trusted Qualcomm products.  On top of that, most Android cameras are in the 16MP range, which doubles even the newest iPhone’s capacity.

Great Products Sell

Apple, however, is killn’ it.

Last year Apple roped in a whopping 56% of the total profit for the entire cell phone industry, a percentage that put the company on a profit pedestal, writes Forbes contributor Tony Bradley. However, it would be a mistake to blame marketing alone in their huge success. David Ogilvy once said that “great marketing only makes a bad product fail faster,” meaning that for marketing to work the product has to be appealing and have certain qualities. Still, Apple spends less in advertising than Microsoft, Samsung, or Coca-Cola, but none of these companies have the hype surrounding their brand like Apple.

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

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Apple & IBM: Friends with Benefits | Berning Marketing | New Orleans

Keep your friends close and your enemies closer. Apple and IBM are known rivals, so it was a huge shock when the two companies recently announced that they would be partnering together to sell more of Apple’s iPhones and iPods to corporate customers and government agencies.

As two of the largest companies, there has previously been a lot of tension and competition between the two, however Apple’s Tim Cook and IBM’s Ginny Rometty say that the hard feelings have faded away as technology has evolved and the companies have moved in new directions. IBM moved on from the PC business when they sold their division to Lenovo ten years ago, and Apple currently makes far more revenue from its iphones than they do from their Mac computers. Cook acknowledged the lack of competition and said that the product of this is, “…something better than either of you could produce yourself.”

So what are Apple and IBM benefiting from their new friendship? Although the two competitors have partnered together in the past, this time, its big. To most, it would look like Apple is getting the better end of the deal. IBM will be providing cloud functionality and services for business use on iOS based mobile platforms which would help bring AppleCare service to the business realm. However, we will also see IBM help sell Apple’s iOS devices containing versions of their own data analytics software to their clients; a mutually beneficial relationship.

Another win-win to this deal: Apple gets a huge partner without having to build and market to other companies solo. In return, IBM gets Apple’s “cool” factor, and loyal following. Companies such as Beats by Dr. Dre and Apple themselves have a certain something that IBM just has never been able to tap into throughout the years; Can you say popularity by association?

The new collaboration between Apple and IBM should worry many companies but Dell and Blackberry are letting it be known that they are not anxious at all. They argue that the bond between the two companies is not going to derail the efforts of their own companies to reinvent themselves. John Swainson, Dell’s global software business head, said in an interview with Reuters, “I do not think we take the Apple-IBM tie up seriously. I think it just made a good press release.” Companies like Microsoft however, might be a little more on edge because of their new emphasis on a cloud first, mobile first structure. What do you think? Should the teaming of these two giants be worrying for the rest of the tech companies?

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

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Google Grants some Users the Right to be Forgotten | Berning Marketing | New Orleans

For their next trick, Google will now make you disappear…

About a week ago, Google out of Europe created a request form regarding outdated, inaccurate or inappropriate search results to be removed by the “Right to be Forgotten.” More than 50 million people live in the area affected by Google’s potential purge, and so far Google has received over 41,000 request to have content removed (and counting).Within the first 24 hours the site posted the form’s publication, over 12,000 requests were sent to Google seeking to remove personal content. Google supervisors estimated 7 requests per-minute since the form’s availability on the site. With numbers such as these, it seems everyone is for the request application, but some specialists believe this isn’t Google’s duty.

Secretary general of the Internet Service Provider’s Association, Nicholas Lansman, stated in an interview, “ISPA has consistently argued that companies are ill-placed to make such decisions which should be made by a competent authority such as the Information Commissioners Office and it’s European counterparts.” Meaning this removal should be laser-focused on the individual requests by government authority, not a company like Google.

This makes sense, due to the fact many of these requests (sent in primarily from Germany and the U.K) tend to be more personal and require an in-depth examination to approve request. Noting that there is a fine line between individual privacy and serving the public interest. For example, a man in Germany sent in a removal request to Google only a few hours after the form was available just so happened to also pop up on dozens of search engines after attempting to murder his entire family- no word if he ever managed to fulfill his proposal, but information like this may be best left for public viewing.

The idea behind the “Right to be Forgotten” began with the European Court of Justice reaching out to improve the reputations of the Europeans Union by petitioning Google and other search engines to remove potentially damaging links from search results. Other search sites like Yahoo have also began making small strides trying to find a balance between public domain and user privacy. But how do you know which is which? The subject is tricky and there is a large gray area that needs to be considered before completely stripping all requested names from the web.

Thankfully, Google is taking some identity precautions before granting all internet-escapees a right of passage. Along with a series of questions, a copy of your drivers licenses or other photo identification, you must select the country you would like the information deleted from followed by this statement, from Google’s ‘Right to be Forgotten’ form:

“In implementing this decision, we will assess each individual request and attempt to balance the privacy rights of the individual with the public’s right to know and distribute information. When evaluating your request, we will look at whether the results include outdated information about you, as well as whether there’s a public interest in the information—for example, information about financial scams, professional malpractice, criminal convictions, or public conduct of government officials.”

However, if you are an American looking for a way to get rid of your online presence, you’ll be waiting quite some time. The Google headquarters of the United States show no signs of making a take-down option such as our neighbors across the pond, and even state on their site that anything you put on the web, belongs to the public.

Beyond the in-depth questionnaire and proof of identification, Google also wants to reiterate the fact that just because your information is removed from the search engine doesn’t necessarily mean it is erased from the internet. Meaning, in a nutshell, you can run but you can’t hide!

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

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MySpace Starts #TBT Campaign: Will It Work? | Berning Marketing

Myspace is giving long-time social media users the ultimate “throwback Thursday” experience.

The aged network has been trying to reach a new audience and take back their old one for almost 10 years, and are using your old, embarrassing MySpace photographs to do it.

“Myspace has been reaching out to connect past users to re-engage them through personalized experience,” a spokesperson for MySpace stated in an interview with Mashable.

The site, which hit peak popularity in the early 2000′s are now e-mailing former MySpacer’s decade old photos of themselves labeled “the good, the rad, and what were you thinking?” with a link connecting to their old profiles.

Although a humorous and enjoyable marketing approach, will the personal touch land MySpace back in the elite networks?

Right now, no one can be sure. Within the past several years, the dated social site has been redesigned, updated, lost focused, regained focused and yet none of the reconstruction of MySpace has caused any stir in their low web traffic. A disappointing ranking of 982 total web traffic as of May 2014, to be exact, that has plateaued for roughly a year.

With all of the more modern sharing networks like Facebook, Twitter, Instagram, YouTube and Tumblr, there is intense pressure to keep up with the constant changes and MySpace has fallen behind to this concept. It isn’t just that the site itself is lacking in new features, but that the branding of the network is having trouble identifying its purpose. Formerly music-oriented, turned social engagement, flipped back to music-oriented, MySpace’s identity crisis could be playing a major role in the company’s failure to flourish. A flaw they’ve had since the company began in 2003.

The history of MySpace is not much of a story as it is a short chapter. Two music-loving computer nerds by the name of Chris DeWolfe and Tom Anderson joined forces to create one of the first big social networks. At first, MySpace was crushing it in the numbers. In 2006 it passed Google as most visited website in the U.S. which is mind-blowing if you consider Googles epic popularity today. Everyone who was Anyone had a Myspace page and tweens and teens relished in the creative freedom of choosing ones own music, fonts and backgrounds on their personalized page.

All was right in the world of Myspace until 2006 when Facebook showed up to the social network scene with the ultimate game-changer, and Myspace has been in a rapid decline ever since.

However, they haven’t given up just yet. Justin Timberlake has apparently taken up quite a bit of stock in the company (a rumored $35 million worth) and has put publicity plans into motion recently with a string of A-list celebrity attended parties and expensive advertisements.

Will all of these tactics work? Or is MySpace going to continue to be that expensive work-in-progress house that never quite gets finished? In the end it will all boil down to brand loyalty, from not only the investors but from previous users of MySpace. Maybe this time around we can keep our Ed Hardy trucker hats out of future pictures.

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

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Marketing Changes with Society | Berning Marketing | New Orleans

It may not be the Royal Wedding, but it could be a close second. As ABC’s hit comedy-series “Modern Family” gears up for it’s second leg of a part-2 season finale May 21st the marriage ceremony between characters Cam (played by Eric Stonestreet), and Mitch (Jesse Tyler Ferguson) allows the union of the partners to become official.

Co-creator of the series, Christopher Lloyd, told USA TODAY in an article about the show’s nuptial, “Something like this 10 years ago would have made a splash. It will jar some people but hopefully the much more prevalent reaction will be ‘oh that reminds me of my wedding day.”

While the on-screen “Modern Wedding” finale has seen overwhelming positive reviews and hype on social media by fans, gay marriages and partnerships on television have long been awaiting their acceptance on TV without a controversial backlash or stereotype.

Lagging behind their cinema and silver-screen counterparts, television advertisers are finally feeling secure enough in their brands to feature gay and lesbian families in commercials. Perhaps these advertisers are realizing they have more to gain by running the advertisements than lose.

The Amazon Kindle Paperwhite ad, which aired March of last year, shows a female reading her Kindle by a swimming pool side-by-side with a male attempting to read a competitors tablet in the sun. After dialogue between the two about the tablets the woman casually mentions her husband getting a drink for her, and the man replies “so is mine” while the duo turns and waves to two men standing at a tiki bar.

Inevitably, the commercial was topic of conversation and controversy for months after the airing date; some groups petitioning for Amazon to reshoot the ad, demanding that the advertisement promoted homosexuality and was too graphic for their children to see, even though the gay husband’s weren’t in the same scene together. In the end Amazon chose to keep the commercial as-is and the mainstream brand still occasionally runs the ad despite the negativity towards it.

Almost a year later, an even more disputed commercial for Honey Maid Graham Cracker featuring a gay couple bottle-feeding a baby together threw conservatives into a social media frenzy, horribly bashing the brand for it’s portrayal of “This is Wholesome” tagline promoted by Honey Maid. Calling the ad showing loving families sharing Honey Maid products together “disgusting” and “horrible.”

Amazingly, Honey Maid handled the hateful backlash beautifully as you can see in this video https://www.youtube.com/watch?v=cBC-pRFt9OM

Since then, strides within other well-known brands have been reached, as JC Penny’s recent catalog used lesbian parents to promote a Mother’s Day Sale, which they will be doing again for Father’s Day.

In an article to Huffington Post, vice-president of GLAAD (Gay Lesbian Alliance Against Defamation) Rich Ferraro stated “they’re no longer just targeting gay and lesbian people. They’re targeting people like my mom who wants to know that a company embraces and accepts their gay and lesbian family members, friends and neighbors.”

As advertising becomes more tailored to the consumers with each passing second, it would be more reward than risk to stick with an open-minded approach when it comes to selling a brand. Our world is getting smaller, and thinking larger, thanks to the platforms that technology has given us. The ad’s mentioned above are great examples of how pushing past cliches can lead to a more loyal consumer, the real modern families in our world.

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

Carebacks teams up with Berning Marketing | New Orleans

Berning Marketing teamed up with Susco Solutions to get their new app, Carebacks, national press coverage before this past Memorial Day weekend.

Within 24 hours of our first press release, the Huffington Post published this story on their website. Other local news stories followed thereafter.

Susco Solutions has been hard at work developing the app, which is already available on mobile browsers and the android market. Carebacks is coming soon to iOS.

The app allows users to securely connect their credit card numbers to their profiles, and make donations to those they meet and want to help. The online transaction is then converted into a 4 digit pin number which the recipient can take to local retailers and use for the purchase of food, beverages, and every day necessities excluding cigarettes and alcohol.

This ensures the funds will not be put to misuse, and allows app users to donate in confidence. The donation can also be tracked by the user.

Neel Sus, founder of Susco Solutions is excited and hopeful the app will revolutionize the way we help the homeless and others in need.

“I can’t put into words how excited we are to reach this milestone,” said Neel Sus, Founder of Susco Solutions. “With the launch of CareBacks we now have a scalable platform which will help alleviate suffering and promote generosity.”

Carebacks can currently be redeemed at The Salvation Army, select Breaux Mart stores, select Winn-Dixie stores, Believers Life Community Food Center, select Magnolia Discount stores, select Brown Derby stores, and select Quicky’s Discount stores.

Donations made to The Salvation Army can be used to pay for shelter during the night.

“I strongly feel that this has the potential to change the way person-to-person giving works on a fundamental level,” said Sus, “But this is just the first step. We’re going to learn very quickly from the New Orleans launch, and use the knowledge as we open other markets.”

As of now, Carebacks is applicable predominantly in the Gulf Coast region, but with a growing list of participating retailers, Sus, and other members of the Carebacks team are hopeful the app will be used across the country.

Berning Marketing is proud to stand behind such a revolutionary app, and looks forward to seeing its success, as we firmly believe there must be Importance in Direction.

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

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Pin it to win it, Pinterest’s Value on the Rise | Berning Marketing | New Orleans

Pinterest has made it to the big league of social networks! Last Thursday the four-year old company announced it’s raised investment of $200 million that now puts the scrapbook-like site valued at an unbelievable $5 billion.

Needless to say, procrastinating college females are not surprised.

Regardless of the small revenue Pinterest generates, the site seems to be climbing in the eyes of venture capitalists. Given the risen value of 32 percent of the company from just seven months ago- we have to agree.

One of the reasons Pinterest attracts so many users is the concept of “doing” behind the network. Unlike most social media sites, Pinterest encourages people to “pin” the craft, workout, recipe, or outfit and then use what you find in your real life. By sharing the content from other boards you follow, you are allowing these great ideas to reach other people and so on, and so on…the general theme being to find something fantastic and pass it along to friends.

A Forbes article featuring a statement from the social data platform tool Sharethis mentioned Pinterest had more share activity than Facebook and Twitter users in 2013. The key to this platform’s success is the ability it has to reach beyond sheer follower numbers to focus on purchase intent and brand engagement.

Online retailer Wayfair found that visitors from Pinterest were 20 percent more valuable overtime than average Wayfair visitors in terms of revenue. As it turns out, all of the pinning has a purpose.

Not only is Pinterest taking over our screens. Now thanks to Nordstrom we can find our top-pinned items in store. In 13 participating Nordstrom retailers, shoppers can find the Pinterest logo located on the most sought-after merchandise. This is a profitable move, especially considering Nordstrom’s Pinterest has over 4 million followers.

Following the trend of selling ad’s, the social site has began transacting with brands like Kraft, General Mills, Lululemon and Gap. All of which have paid up to $1-2 million for 3-6 month commitments to run these promoted advertisements.

However, huge brands don’t get to have all of the fun. The backbone of the network is based on your average consumers like you and me. Growing popularity in the land of stay-at-home mothers, many Pinterest boards are filled with detailed crafts and intricate DIY projects that the site is creating a bit of a “supermom” stereotype. The social network allows both men and women alike to connect on a level that is unlike anything Twitter or Facebook has to offer.

Luckily, budding value of Pinterest is likely to increase as time passes. With the users continuing to pin and the advertisements beginning to roll in, the social network may soon one day become the ultimate tool for marketing. In the meantime, perhaps you can find the 87th project using mason jars and pin it to your board.

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

 

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Getting Started with Local SEO | Berning Marketing | New Orleans

Whether you are a new SEO employee in your company or a local business owner trying to get on search engines to stand a chance against your competitors, this brief introduction to local SEO can be beneficial to anyone committed to entering the local market.

To begin, let’s address some quick characteristics on how search engines rely on local SEO. Basically, search engines rely on local content that release a signal to notify search engines of that location being specified and in turn, search engines read this and index, or apply, the information accordingly using a unique algorithm. There are a few key areas of local SEO that you need to focus on to take full advantage of local SEO: on-page, local profiles, and inbound links/citations.

ON-PAGE LOCAL SEO

Here are some quick, helpful, but essential on-page local SEO tips you can take advantage of to optimize your website for local SEO.

  1. Set up NAP – for every page on your website, make sure to include your name, address, and phone number as crawlable HTML text. Avoid the common mistake of putting this information within an image. In an image, it would not be crawlable to Google and would basically not be there at all.
  2. Create location pages – every website should include a sort of contact page that includes information on the location of your business. You can embed a Google Map of your office to the page with NAP information also on the page.

LOCAL PROFILES

A presence of quality local profile pages can be seen as one of the most important parts of a well optimized Local SEO campaign. Start with some of the big names:

For each of these profiles, make sure you completely optimize them with basic information on your business (name, location, hours of operation, business description, website URL, imagery). Today, Google makes creating your local profile even easier by integrating your Google Places with Google+ page. Make sure you also choose a proper business category for your Google+ page as well.

INBOUND LINKS AND CITATIONS

Inbound links are basically what the word says – they are links from another domain going back to your site (inbound!). Citations are a little different from inbound links – they represent mentions of your business name, address, and phone number on other domains, but don’t necessarily have to link back to your website.  Here are some helpful tips to consider for inbound links and citations when doing your local SEO campaign:

  1. Ensure consistency of your business information across the web – could not stress this point enough. Very important for the future prominence of your business on the online word. Google values consistency of your business information highly and inaccuracies can lead to problems in how your local profiles show on search results.
  2. Build quality directory citations – you can utilize the below map aggregators to populate map data for Apple, Yelp, Bing, and Google+. (Make sure the citations are consistent with your business info!!)

That should be a solid grasp of an introduction of local SEO to jumpstart your business. Make sure to always maintain consistency of your NAP and encourage customers to leave reviews on your local profiles. Best of luck on your long term SEO success.

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Berning Marketing is a New Orleans based communications and production company specializing in crafting marketing campaigns and turnkey productions with clients in retail, government, financial, energy, hospitality, medical, and defense across the United States.  Berning Marketing also works in all forms of media including television, radio, print, outdoor, and online marketing assuring quality in style and execution.

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