Archives for Paul Scavitto

The Power of Local Mobile Marketing

Think about where you do most of your shopping. What’s the furthest that you drive to make a purchase? If you are anything like the average consumer,1  that distance is about 15 miles for 75% of your purchases. For most businesses this means that the majority of their revenue is going to come from local clientele. Most businesses, that are still around, have figured out that in order to be successful they must advertise to attract local people, in places or venues where local people can experience the ad. Today we know that the majority of people either own a smartphone or they are in the process of acquiring one.2 Smartphones offer local businesses an opportunity to place ads directly into prospective customers hands. We’ve talked about how to optimize local search results in the past, today we are going to look at several successful mobile marketing techniques designed to pull in local customers. Continue reading “The Power of Local Mobile Marketing” »

Smart Phone Adoption Rates and Usage Patterns by Ethnicity and Race

Smart phones continue to redefine how we interact with the web, businesses and each other. Tasks that were once relegated only to the desktop, have been put in people’s hands and continue the trend of economic “flattening”1 first mentioned by Thomas Freidman. Smart phone adoption rates among ethnic-minorities in the United States continue to surge year over year.4 We are now well beyond the phase of early adopters5 and companies can and should expect mobile consumers from all walks. Continue reading “Smart Phone Adoption Rates and Usage Patterns by Ethnicity and Race” »

Smart Phone Adoption Rates by Age

Last year Samsung ran a commercial1 that picked on Apple and its customers. In the ad, people are standing in line outside of an Apple store waiting for the next iPhone. To help send home the idea that the iPhone is quintessentially uncool there is a moment where a young man, using a Samsung phone, is holding a place in line for his much older parents. This commercial was really talking about market saturation of smart phones and Samsung was making an argument that there was room for people to switch platforms. The moment with the parents was memorable because it very easily demonstrated the broad appeal of smart phones and how truly universal they had become. The question left unanswered by the commercial was: What are the differences between age groups in terms of smart phone adoption? Continue reading “Smart Phone Adoption Rates by Age” »

Smart Phone Adoption and Usage Patterns

Over the next few weeks we are going to look at smartphone adoption rates among various populations. We are starting that discussion by looking generally at the latest data around smartphone adoption and usage patterns as well as recent moves in the market.

Continue reading “Smart Phone Adoption and Usage Patterns” »

Why it Takes Time to Improve Search Results

In a world of Twitter paced news cycles and always-on internet connections it can seem like improving search engine results should be something that happens within moments if not days. The sad fact is it takes time to improve Search Engine Optimization (SEO) results. Programs and policies will need to be put in place for months before any real tangible results become evident. There is no magic bullet to speed up this process and attempts to hurry this process will often work against the desired intention. Below are a few reasons why it takes time to see results from SEO improvement strategies.

Continue reading “Why it Takes Time to Improve Search Results” »

The Desperate Need for Quality Content

Your site needs original, high quality content. Google is paying close attention to the content being posted and the quality therein.  Produce great content and it will drive search results.  Produce thin2, generic, anonymous content, and it will hinder search results.  It is an easy equation to figure out and Google is already rewarding companies that are working hard to create great content.1

Continue reading “The Desperate Need for Quality Content” »

Search Results that Drive Business Part 2: Moving Beyond Authorship

In addition to Authorship there is a whole world of data that can be pulled from a website to create a rich snippet.  The major players in the search engine world (Google, Yahoo, Bing & Yandex) banded together and created a unifying body designed to streamline this effort.  Referred to as schema.org, the organization provides web developers with an enormous list of ways to tag data on a website.  These tags are called markups and there are literally hundreds of them.  The advantage of adding markups to a site is that it creates a dynamic rich snippet depending on what someone searches for.1  As was stated in the previous article, having a rich snippet will not move your search results up the page, but it will lead to higher click through rates (CTR).  There are a number of exciting markups that can be added to a site and we’re going to discuss several of them below.

Continue reading “Search Results that Drive Business Part 2: Moving Beyond Authorship” »

Search Results that Drive Business (Part 1 – Snippets and Authorship)

You’ve finally done it.  Your company’s website comes up on the first page of a Google search. This is great news and everyone is excited about the excellent results, not to mention all of the revenue this will drive.  Then you notice further down the page that one of the links for another company has a tiny picture next to it or additional information in the description.  Curious, you click on the link and travel to a competitor’s website.  You’ve just been drawn in by a rich snippet2 and all of your customers will be too. Continue reading “Search Results that Drive Business (Part 1 – Snippets and Authorship)” »

Zillow Uses Your Website To Out-Rank You

Zillow and Trulia are two of the biggest names in the world of real estate listing services.  Everyone in the industry knows them and if you search for property online you will sometimes see their results at the top of the list. Even if a very careful search using local terms is performed, they will still, at times, show up above any of the local realtors.  I just performed a local search and Trulia came up number one and Zillow was number four.  There are many reasons why this is occurring, and to be perfectly frank both companies have the money to invest in their online presence.  Beyond that though, realtors have become unwitting partners in the downgrading of their own search results. The method of this unintentional self-sabotage is free widgets.1 Continue reading “Zillow Uses Your Website To Out-Rank You” »

Mobile Marketing Mistakes

A company that has decided to launch dedicated mobile and tablet sites has already made a great move towards meeting their customers where they are.  The natural extension of this is to reach out with a focused mobile marketing plan.  Like any other form of marketing, mobile marketing has its own pitfalls and issues to try and avoid.  Below, we go through five mobile marketing problems that companies should try to avoid. Continue reading “Mobile Marketing Mistakes” »

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