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Category Archives: Technology Press Releases

New Honda CEO Shifts Focus to Technology

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Honda’s new CEO, Takahiro Hachigo, is shifting away from aggressive sales targets and focusing on new technology.
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Honda Motor Co.
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’s new chief executive is making a break from his predecessor by prioritizing new technology, while stepping back from the aggressive sales targets the Japanese auto maker had struggled to meet.

In his first news conference as CEO, Takahiro Hachigo said he wants to ensure employees have enough time to develop strong products, as Japan’s No. 3 car maker behind Toyota Motor Corp.
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and Nissan Motor Co.
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grapples with slowing sales growth, quality lapses and overworked engineers.

“I want to prioritize the development of Honda-like products rather than expanding sales volume,” the 56-year-old, who became CEO in June, said at Honda’s headquarters in Tokyo on Monday. “The team that’s involved in on-the-ground development needs to spend time to develop better products, and I want to support them by making sure that time is secured.”

Mr. Hachigo’s tenure kicks off as Honda faces a crossroads: After five decades of making cars, Honda lacks the size or cash of larger rivals such as Toyota. Honda has long projected a youthful brand image and stressed technological innovation, but some critics say those traits have been diluted as the company has grown.

In recent years, Honda engineers haven’t had much time to develop models, as the auto maker sought to rapidly expand car sales. Mr. Hachigo’s predecessor, Takanobu Ito, who took over as CEO in 2009, had set out to nearly double Honda’s annual car sales to six million vehicles over five years by the fiscal year ending March 2017.

To meet deadlines, overtime had become the norm for some Honda engineers. But they still didn’t have enough time to develop new technologies to help Honda distinguish itself from rivals, executives have said.

What Honda needs to do “is to improve efficiency and productivity in vehicle development,” said Satoshi Nagashima, an automotive strategy consultant and co-managing partner at Roland Berger Strategy Consultants. That would result in more time for engineers to do their work, he said.


ENLARGE

Honda has abandoned its 2017 sales target, which it was far from reaching — in the year ended March 2015, it sold 4.4 million vehicles. Analysts said it also faced drawbacks from its rapid expansion, including a spate of recalls and excess manufacturing capacity, though in the long run, its push into emerging markets could help boost its competitiveness.

Some critics blamed Mr. Ito’s top-down management style and his push to move products to market quickly for Honda’s troubles.

In contrast, Mr. Hachigo on Monday played up the importance of teamwork and communication, vowing to build an environment that adopts more ideas from people actually involved in projects. Mr. Hachigo plans to visit all of Honda’s plants in Japan by the end of this month, he said.

Mr. Hachigo said that when he was an engineer involved in vehicle development, including the U.S. version of the popular Odyssey minivan, he learned the importance of sharing goals among multinational team members. Just last week, Honda said it is setting English as its corporate lingua franca by 2020.

This push for a more international culture at a traditional Japanese auto maker isn’t unique to Honda. Toyota in March announced appointments of several non-Japanese to high-ranking positions, including Frenchman Didier Leroy, who in June became executive vice president, the highest post ever held by a non-Japanese at the company. Toyota Managing Officer Julie Hamp , an American who took her post in April, quit last week after her arrest over alleged illegal drug imports into Japan.

Mr. Hachigo said Honda will develop technologies on its own as much as possible, but added he is open to considering cooperation with other auto makers if there are benefits. Honda currently partners with General Motors Co.
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on fuel-cell vehicle technology.

Mr. Hachigo’s strategy is likely to take time to bear fruit: In general, auto makers take some four or five years to develop new models.

Another priority for Honda is to make use of its excessive production capacity world-wide, Mr. Hachigo said. Honda’s general policy has been to make more cars locally, but now it will also ship more cars between regions, he said.

Honda continues to be embroiled in recalls over air bags made by Takata
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Corp, with Honda’s recall tally ballooning to 20 million vehicles world-wide over the past seven years. Takata faces mounting costs related to what has turned out to be the biggest automotive recall in U.S. history involving more than 10 auto makers. Mr. Hachigo said that at this moment, Honda has no plans to offer support to Takata.

Write to Yoko Kubota at yoko.kubota@wsj.com


6 Things to Watch for When Starting AdWords for Video

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Thinking about adding video to your PPC strategy? You’re not alone. In fact, spend on video advertising just for desktop is forecast to grow 21 percent by 2019. The good news is you can easily add video to your AdWords account with AdWords for video campaigns.

In this post, I’ll show you the similarities and differences of video ads versus the Google Search Network, and things to watch for as you’re creating your video campaigns.

AdWords for Video: A Quick Intro

AdWords for video can be confusing, so if the concept is new to you, here’s a short (3-minute) video that gives a simple overview of how to create AdWords for video campaigns.

How is AdWords for Video Similar or Different Than the Search Network?

After working with video ads, I wanted to share some tips on how to prepare. Let’s start with some of the things that are similar to the Search Network.

1. Ad Rotation Settings

Although video campaigns are missing the 90-day rotation option of the Search Network, they do have one similarity: the default ad rotation setting is set to “optimize” for clicks. That’s one of those default settings that is great for Google, but not always great for the advertiser. I like to set video ad rotation to rotate evenly, like so:pauline-first-image

2. Google Analytics

One thing you’ll have access to when doing video ads just like the Search Network is analytics. Video ads get their own reporting within the AdWords section in Google Analytics – but they are also included with the “campaigns” link as well.

Pro tip: Make sure the naming convention for your video ad campaigns includes the word “video” or something similar that will help you quickly identify all your video ad campaigns amongst others.

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3. Call to Actions (CTA)

One thing you’ll find that’s just as important in video ads as it is to Search Network ads is the call to action. With video ads, you can create call-to-action overlays that link to your preferred landing page. Here’s a brief intro: I’ve found that call-to-action phrases like “buy now,” “register” and “learn more” convert better (when tested) on the Search Network, so you might. Try testing the same with your video call-to-action overlays. OK, so we’ve just looked at three things with video ads that are similar to advertising on the Search Network. Now, let’s look at the differences.

1. No Ad Groups, Just Targeting Options

You may be just as surprised as I was to discover there aren’t ad groups for video campaigns like we’re used to in the Search Network. There are, however, targeting options that allow you to choose a targeting group based on things like demographics, topics and more (similar to the Display Network).

From the help files, a quick explanation:pauline-third-image

And here’s a handy chart from the help files that shows the differences between video ads targeting and Search Network ad groups:pauline-fourth-image

Advanced settings for targeting include managed placements and remarketing. Here’s a screenshot of what it might look like in your AdWords dashboard:pauline-fifth-image

2. Different Networks

Unlike ads on the Search Network, video ads show up in different places, such as the Display Network, on YouTube and via YouTube search. Here’s an example of the settings:pauline-sixth-image

The help files (linked to in the previous section) clarify how targeting options work within the networks, for example, how keywords factor into your video showing up in a YouTube search:

The keywords that you add will target your ads to all the networks that you selected for your video campaigns. Keywords for the YouTube Search Network will serve ads based on YouTube viewers’ search queries. Keywords for YouTube Videos and the Google Display Network (GDN) will serve ads that are contextually related to YouTube channels and videos as well as websites on the GDN.

3. The Engagement Factor

No matter how well crafted a Search Network ad is, it’s likely no match for the engagement your video ads will get – and the engagement metrics you can access on videos is unlike that of the Search Network, too. So if you’re thinking about a new way to reach more of your target audience, it’s worth exploring AdWords for video. I think it’s going to explode in the next few years.

For inspiration, you can check out how others have used video ads here and here.


Chinese Chess: Co Tuong, iPhone App launch

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Longo Games Board has set another record by launching its iOS version of Chinese chess game.

July, 2015 – The other names for the game Chinese Chess include Cu Tuong, Asian Chess, CuTuong and Janggi. The game is available for iOS as well as Android devices. It has been designed for the Chess Checker as well as Mahjong players.

Description of the game:
The game is available in 6 modes. These are as follows:
Classic Mode: It is the mode of game that is played offline with different difficulty levels.
Solve puzzles: This mode has a number of puzzles to be solved at the users end.
2 players: You can play and then pass the game to your friend on the same device.

World Tournament: This mode is played online and people can play it with people from any part of the world.

Vietnamese Mystery Chess: aka Co Tuong Up or Co Up.
Taiwanese Dark Chess: aka Blind Chess, Banqi or Half Chess.

Features of the game:
Chinese Chess has the following salient features:
The game teaches players how to play Chinese Chess.
It has user friendly interface.
It shows the possible moves to the players.
It allows friends to invite others and share the game via social networking sites.
It has Google game leader-boards as well as achievements.

You can free download Chinese Chess: Co Tuong from itunes.


Airwheel Self Balancing Electric Scooter No Traffic Jam Low-Carbon

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Go out with Airwheel electric scooter! It prevents you from waiting and traffic jam?and makes you in high spirit all day long. It is also low-carbon and contributes to environmental protection.

Nowadays, the idea of environment protection enjoys popular support. More and more people begin to do something to protect the environment in daily life. They save printing paper, use handkerchief instead of tissues, turn off lights when leaving. In the aspect of commuting, a lot of people choose low-carbon transports like subway, bus or bicycle. But in hush hour, we still find the roads are full of cars. Does this phenomenon show the idea of environmental protection is not popular enough? The answer is no. It shows the traditional transports fail to satisfy the commuting requirement of people and even affects the implementation of low-carbon transport.
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I believe everyone who goes to work by bus or subway runs up against this problem. The bus station is a little bit far from the destination. The distance is too long for walk but too short for drive. It makes the commuting time longer and increase the probability to be late.

Airwheel electric scooter helps you to solve this problem. It connects your home and the bus station, or the bus station and the company. With it, you can go out later but arrive earlier. As it doesn’t consume gasoline, you don’t have to worry about the gasoline cost. Also, you don’t need to find a parking place for it as it is small and portable. The most important advantage of Airwheel electric scooter is that it is low-carbon and environment-friendly.
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Airwheel electric self-balancing scooter uses Sony lithium battery imported from Japan. It only consumes one kilowatt for one hundreds kilometer and never discharge tail gas. The small size allows it to come and go freely in the crowded street. Because it’s advanced technology and innovation, Airwheel electric scooter becomes a new transport with good performance, safety and low-carbon. It also wins reputation in the market for its high quality, convenience and high efficiency. The market share of Airwheel electric unicycle occupies more than 60%. The prevalence of Airwheel electric scooter makes green commuting popular among young people and contributes to the environment protection.

Choose Airwheel electric scooter, keep away from traffic jam and tail gas and do more for the environment.

About Airwheel
Company Name: Airwheel Technology Holding (USA) Co., Ltd
Contact Person: Mr Tang
E-mail: business@airwheel.net
Phone: +8618861270200
Website: http://www.airwheel.net


An Upgraded Version of Airwheel S-series-S5 2-wheeled Electric Scooter

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Due to its exclusive characteristics, it is deemed as the SUV scooter for individuals. As an upgraded and refined version of S3, S5 has kept some features of S3 and been endowed with some unique new elements. Therefore, it is safe to say that S5 is the successor of S3.

Last year, Airwheel launched its S-series electric scooters. The S-series consists of two models–S3 and S3T. These two scooters have prevailed instantly after their appearance in the market. To begin with, Airwheel has made some breakthroughs on the design of the S-series intelligent scooters. They were designed with two wheels, which used to be a ground-breaking feature among the industry. Besides, the outlook of the S-series aroused a sensation among consumers. It is featured by its fashionable colour combination and sleek flowing lines of the case. With its stylish outlook, the S-series is reckoned as the epitome of all the scooters. Faced with such a fabulous series of intelligent scooters, it is likely that consumers can’t help thinking whether there will be any new vehicle added to the series and what that will look like.
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As to that question, the answer was revealed at the Airwheel product launch press conference held on June 18, 2015. On that day, Airwheel electric intelligent scooter S5 was introduced to the public. Due to its exclusive characteristics, it is deemed as the SUV scooter for individuals. As an upgraded and refined version of S3, S5 has kept some features of S3 and been endowed with some unique new elements. Therefore, it is safe to say that S5 is the successor of S3.

Just like the S-series before, the S5 two-wheeled scooter is designed with the standing-posture mode. With its contoured outline, S5 looks no less fashionable than any other S-series scooters. To make a breakthrough, sheer repeated imitation is not enough at all. As an innovative member of S-series, S5 has gone through some upgrades and refinements in a comprehensive manner.
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Airwheel self-balancing scooter S5 is mounted with large 16-inch tires. The large tires enable S5 to overcome whatever terrain it is faced with. So it will be quite easy for the scooter to deal with bumpy roads or travel down stairs. Compared with S3, the scooter S5, powered by 520 W Panasonic-made battery, has a larger power capacity and a longer range. As a result, riders won’t have to worry that the scooter may run out of power during the ride. With S5, they can take a long-distance trip whenever they want. What’s more, the shaft of S5 can be folded, leaving a larger storage space of it. In this case, when the scooter is not needed temporarily, it can be placed in the back of cars.

The Airwheel electric scooter S5, an improved version of the S-series, will never let the consumers down. Also, together with S5, the other two scooters will maintain the high standard of scooter design in the industry.

About Airwheel
Company Name: Airwheel Technology Holding (USA) Co., Ltd
Contact Person: Mr Tang
E-mail: business@airwheel.net
Phone: +8618861270200
Website: http://www.airwheel.net


The Products That Will Change the Industry and Transport Again: Airwheel Electric Scooter A Series

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On 18th June, Airwheel launched its new products press release at Wanda Sheraton Hotel in Changzhou City, Jiangsu Province. The all brand new A series electric scooters have brought many surprises to people. It seems that another revolution is coming to the intelligent scooter industry.

On 18th June, Airwheel launched its new products press release at Wanda Sheraton Hotel in Changzhou City, Jiangsu Province. In this release, two new models of products were introduced to people, Airwheel S5 the personal “SUV” to consumers and A3 the innovative intelligent self-balancing scooters in the industry. With the consistent fame of a consumer-oriented enterprise, Airwheel seems to lead an industry revolution again.
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The Airwheel A series electric scooter is designed with the innovative idea of adding a comfortable seat to the twin-wheeled electric scooter so as to enable the rider to choose a favourable riding posture. The ergonomic design of the Airwheel A3 makes the riding more comfortable and user-friendly. The advanced movements-sensing mechanism in Airwheel A3 will recognize the rider’s movements in his/her five joints or points; then A3 will analyse these movements and move at intended direction and speed. The seat is the pioneering creation in the industry. With the seat, the rider will save all his energy for what he will do in his destination. Also the seat makes the Airwheel A3 the perfect combination of traditional vehicle speed and power and the advantages of intelligent scooters.
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If the above innovative features in the Airwheel A3 attract the least of you, the updates of hardware and software of the Airwheel A3 won’t make you disappointed. The top speed of A3 is now adjustable between 20 and 4 km/h, so beginners are less likely to hurt themselves in case that they lose control of the vehicle speed. The added electronic brake system makes it possible to stop the vehicle with just one finger. The newly-designed hydraulic suspension system will make your seat the most comfortable one you have ridden. The most expected surprising feature of the A3 is the smart control through Airwheel APP which can be connected to the intelligent scooter via its built-in wireless interface. Your life becomes smarter and more comfortable.

To experience more new features of the Airwheel A3, please visit: http://www.airwheel.net/

Media contact:
Company Name: Airwheel Technology Holding (USA) Co., Ltd
Contact Person: Mr Tang
E-mail: business@airwheel.net
Phone: +8618861270200
Website: http://www.airwheel.net


5 PPC Tips from ClickZ Live Toronto

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Finhas Jhaveri, manager of digital and cultural marketing for Allstate Insurance, crammed countless tips for the best PPC practices into 45 minutes during ClickZ Live Toronto. Here are five of them:

1. Have Clear Goals

Every company’s goal is to make more money, so that sounds like a fairly obvious tip. But when Jhaveri says “goals,” he means the word in a more specific way. What are you trying to achieve directly from a particular ad? In Allstate’s case, that goal is almost always to get a customer on the phone with a salesperson as soon as possible.

“You may not always have sales as your success metric,” he said. “You may want to build your brand or build consideration. Make sure that it’s clear and quantifiable. The second part is, after you set up that success metric, you need to talk about what customer action on your PPC campaign will lead to that success metric.”

2. Think Like the Customer

To have an action-led website, Jhaveri recommended keeping all aspects of the customer’s searches in mind: what they’re searching, when they’re searching, and where they’re searching from. Different devices require different considerations.

When a consumer searches for a business on a mobile device, they may look up a phone number or a product review, but they most likely wouldn’t be inclined to fill out a long application. Jhaveri used a credit card company as an example.

“On a tablet, I would lead people from the PPC campaign to a page that talks about great product features, possibly some comparisons, and have them start off a small application form,” he said. “On a mobile phone, I’d lead them to a standing page that talks about the benefits of the credit card, but the call-to-action would be calling a salesperson, and they’d take the application.”

3. Diversify Your Keywords

Jhaveri recommends dividing your budget in half, and giving equal weight to both branded and generic keywords. While many marketers place a higher value on branded keywords, Jhaveri pointed out that generic searches often pave the way for those with more brand specificity.

“We found that brand searches are almost always more efficient than generic, but if I’m looking for an SUV, and I haven’t made up my mind about which one I want to buy, what would my search be? ‘Best SUVs of 2015,” he said. “I’m going to do my research and then I’m going to shortlist [certain cars] in my mind and then I’m going to do broadened searches on those.”

4. Forecast

What does your historical data show? That should play a huge factor in PPC campaigns. Looking at the trends based on specific days and months, Jhaveri found that Allstate’s ads don’t perform as well on weekends. As a result, campaigns are designed to achieve maximum results during the week.

This also applies to time of day and even location targeting. Knowing where your best customers and prospects are, you’re able to customize messages on a local level and as a result, achieve higher ROI.

5. Keep It Simple

Every element of your landing page should be tested rapidly and repeatedly, just to be crystal clear that your pages provide the best possible user experience (UX). The better the UX, the better your quality scores – not to mention that if your page is too cluttered or confusing, people will X out and likely never come back.

Consistency between ad copy and content is one way to achieve the perfect balance between giving all the necessary information and simplicity, as is keeping calls-to-action to a minimum. According to Jhaveri, two are better than three, but one is usually best of all.

“If you’re making me think about how I want to interact with you and what you want me to do, conversions will be lower,” he said.


Why I Will Continue to Use the Term Link Building

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Last week, Dave Davies wrotee a column entitled, “Why I Shall No Longer Use The Term Link Building.” This is, as you may have guessed, a rebuttal to that column.

I’ve never personally interacted with Dave Davies, but I know he’s an intelligent guy with more experience in the search realm than myself. And his post wasn’t about the death link building – just why he’s moving away from the term.

I respect that, I respect his opinion, and I respect him. Here’s my own take on the situation.

Dave’s Argument Against the Term “Link Building”

To distill Dave’s argument to its roots, he has two basic reasons for no longer using the term link building:

  1. The term is tied to past iterations of link building, which aren’t reflective of today’s practices.
  2. Google will be incorporating more off-site signals into the algorithm in the future, making the term “link building” too narrow.

Both are valid points, although I disagree with his end decision.

The Term Link Building Has Already Evolved

As Dave states via his introductory sections “Link Building Circa 2000″ and “Link Building Circa 2010″, there have been many iterations of link building over the years. There are precious few SEOs who weren’t swept up in the race to get ourselves and our clients ahead. Spam worked, and it worked well. Because of the efficacy of link spam in the past, link building does indeed have elements of an unsavory history. SEOs tend to be optimizers by nature – the very word is in our title – and when push came to shove many chose to push the boundaries to get results.

But link building has never been perfectly synonymous with spam. Just look at the practices of Eric Ward, who’s been doing link building the right way since 1994. That’s four years before Google was founded. Link building has always been a subjective term, which could take on many different meanings given the context surrounding its usage.

SEOs are quick to share various tactics which can net links, but the truth of the matter is, quality link building isn’t tactic; it’s application. SEO has always been based on client education. It’s our job to provide the right context, educate the client on the correct application of both SEO and link building, and fire them if necessary. Rebranding to avoid a shady past isn’t the right answer. Many have already moved on from the link building definitions of the past, and a rebrand now will only further confuse the issue.

Links Are Fundamental To The Web, And Will Always Factor into Google’s Algorithm

“Always” is a strong word, but I feel fairly comfortable using it here. I’m obviously not being literal – I don’t mean 100 years from now – but as long as Google exists in its current recognizable form, links will continue to be a critical factor.

Using links as their core signal allowed Google to become popular in the first place. It was the efficacy of links as a signal that spurred Google’s better results. It’s what pushed them ahead of the competition. The entire Web as we know it would have to undergo a fundamental change before Google stopped relying on links because the Web influences Google’s use of signals, instead of the reverse, where Google’s use of signals would control the web.

There is some interplay between the two, but Google must base their signals on the Web as it exists. And the fact is, links are one of the very foundational elements of the Web. Without them, navigating the Internet in any meaningful way would be impossible, both on websites like Facebook and on the Web as a whole. The fact that the Internet relies so greatly on links means that Google will continue to rely on links, as well. Even the introduction of new signals are likely to be used in conjunction with links, rather than as opposed to links.

SEOs Have Been Predicting New Off-Site Signals For Years

To be fair to Dave, he didn’t predict the demise of links – just the birth of new, important signals that we will need to optimize for, or risk being left in the dust. This forward thinking is good for an SEO, but we need to make today’s decisions based on the information we have available today.

Link building and SEO are more ingrained in marketing than ever before. By all means, I laud Dave in his pursuit of the bigger picture. But here’s the catch: don’t change the very name of the service, industry, and business based on what you think might change in the future. Continue to prepare for the future to the best of your ability, but don’t destroy your business today in the pursuit of tomorrow.

And that’s why we all need to stick with the term “link building”.


Bing to Start Encrypting Search Traffic

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To further protect user data, Bing will start encrypting its search traffic by default this summer.

The move is in line with Bing’s offering users the option to encrypt search traffic, something the Microsoft search giant started doing about a year and a half ago. With encrypted search traffic – which means that traffic originating from Bing will increasingly come from httpS://www.bing.com, rather than httP://www.bing.com – Bing will continue to pass along a referrer string, allowing marketers and webmasters to identify traffic more easily.

However, with privacy in mind, Bing will provide limited query term data without including the actual query terms. That data includes Search Query Terms Report, which allows users to see what queries triggered their ads, along with associated metrics such as clicks, impressions and conversions; Universal Event Tracking, which provides enhanced metrics, such as bounce rates, pages per visit and length of visit; and Bing Webmaster Tools, which maintains keyword and ranking data within the tools.

“While this change may impact marketers and webmasters, we believe that providing a more secure search experience for our users is important,” writes Duane Forrester, senior product manager for Bing in a blog post.


4 Steps to Optimizing Local Search With Google

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According to Google, an estimated 73 percent of all online activity is related to local searches. Customers turn to local search to learn about the businesses available in their area and evaluate what companies they would like to patronize.

For businesses who want to take advantage of the opportunities presented by these searchers, optimizing your Google local listing is an excellent way to get started. These listings are featured prominently in local SERPs on the popular search engine and are perfect for attracting attention and bringing in new customers.

1. Fill Out Applicable Information

An estimated 1 in 3 customers will do a local search on a smartphone before visiting a store. These customers are often looking for valuable, practical information such as the address of the business and the hours they are open. For your listing to be effective, you need to make sure that you fill in the information completely.

Not only will a thoroughly filled-in listing help to answer the questions of visitors performing local searches, but Google will also rank completed listings higher than those that are incomplete. The search engine giant understands that local users are better served by businesses that give them all the information they need. When they are given the choice between two similar listings with different levels of completeness, they will choose the one that offers more information.

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This includes selecting accurate categories for your business. Google will give you suggestions about where your business may fit and you want to select the ones that describe your business best. Do not be afraid to select narrower, more precise categories than broader categories. These categories will impact where your site is displayed, and you want your site in front of the people who are most likely to be interested in your business. Google also assures business owners that users who search for broader categories will also be shown results from narrower categories:

“Don’t be afraid to choose specific categories instead of broad ones. The important thing is that the categories are accurate and describe your business well. Google’s search algorithm makes sure that users looking for ‘Book Stores’ will see businesses in more specific categories like ‘Used Book Stores,’ ‘Comic Book Stores,’ and ‘Rare Book Stores’ too.”

2. Use Precise Location Information and Keywords

Google+ local listings use Google maps to generate locations and information for customers to help them understand where the business is and if it is close to their current location. Failing to correct any errors in your business location can end up confusing and frustrating these customers.

Google also places value on consistency throughout local listings for businesses. If there are discrepancies between your business listings on different directories, then your business results will rank lower because it can hurt the user experience. Wesley Young studied the impact of various factors on local search performance and found that the consistency of name, address, and phone number (NAP) on local business listings had a 16 percent influence in determining performance.

You should also be integrating location keywords into your local listing content. According to Young, keywords placed in business titles and when discussing the location of the business have a 19.6 percent impact on local search performance. You should look to use location keywords throughout the Google listing including in the title tag, H1 heading and URL. These keywords not only let Google know when your business is relevant, they also let customers know that this business is local.

3. Seek Reviews on Google

Customers inherently trust reviews that come from other customers over advertisements that come from the company itself. According to Nielsen, 92 percent of customers say that they trust advertisements and recommendations from third parties more than traditional, paid advertising. Given the prominence of Google local listings on local SERPs, having multiple positive reviews can be incredibly helpful. The feedback will be displayed prominently right by your company name, encouraging people to click.

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Reviews can also impact how well the business is listed on the Google SERP. Google understands the value that customers place on third party reviews and thus when a business has numerous positive reviews, the search engine assumes that this is a company that fulfills customers’ needs and should be featured more prominently.

Encourage your customers to leave you reviews by adopting some of the following practices:

  • Reminding customers after a purchase or during regular communication that reviews are appreciated
  • Using your Google+ platform to ask customers to leave reviews
  • Including the URL to your Google+ page on company cards, newsletters, and other communications

4. Leverage Your Company Website

Your website URL should be included in your Google+ local listing. Google will use information from the website to improve the search listings that appear on its page. This means your website needs to be easily read by search engines. Include a well-developed About Us page and Home Page that include keywords, the business address and quality content. The addition of rich media content, such as an embedded map that shows the business location also provides tremendous value.

Given the prevalence of local searches and the importance they place in the modern marketplace, taking the time to optimize your local listings page with Google can help you drastically boost your business. By focusing on the above areas, you will help Google to understand your value while also communicating with potential visitors what makes you special. It is this combination that will grow your traffic through local search.

 


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