Tagged: Reputation Social

Social Reputation Management

Director of Marketing Services 0

Director of Marketing Services

Digital Agency Division, Saskatoon, SK, Canada

Description

Serving as an integral member of the senior Distribution leadership team, the Director of Marketing Services will be responsible for creating a world-class Marketing Services strategy in order to promote, enhance, and strengthen Vendasta’s services provided to over 1300 agencies worldwide. He or she will be responsible for supporting 5 revenue lines of the company.
Are you a leader who is not afraid to break the mold with innovative ideas and solutions? Does supporting Vendasta’s position as the #1 platform for selling digital solutions to local businesses excite you? If so, then this may be the opportunity of a lifetime to join one of the world’s leading marketing and technology companies.

Responsibilities:

  • Passionate about B2B software and services marketing.
  • Lead and create digital marketing strategy and tactics for the organization with deep subject matter expertise of the various digital marketing channels including SEO, website development, Digital Advertising etc.
  • Proven expert in marketing a business and communicating with businesses around the globe.
  • Lead and growing a high performing team of professionals and fostering a spirit of teamwork that supports diversity, cohesiveness and support for all reporting managers.
  • Identify and evaluate new growth opportunities across the ever-changing digital and social media landscape.
  • Provide planning and budgetary control of 5 revenue lines
  • As a senior member of our Distribution management team, you will report into the Chief Revenue Officer.

 

Skills and Qualifications:

  • Bachelor’s Degree in Marketing or equivalent experience – requires a combination of Digital Marketing, technical knowledge, and leadership skills.
  • Minimum of 7 years of experience in all key aspects of digital marketing
  • Strong analytical, detail orientation and presentation skills; ability to analyze and present conclusions on business performance to stakeholders and executives
  • Hands on leader who can multitask and meet tight deadlines while managing a team of professionals
  • Strong understanding of current online marketing concepts, strategy and best practices
  • In-depth knowledge of the various paid marketing channels and technologies, including paid search (Google AdWords), SEO, retargeting, social network advertising (Facebook, Twitter, LinkedIn and more)
  • Proven track record of delivering business results in an integrated cross-channel environment.

Why Vendasta

Vendasta is a software company that believes in local, and is driving local economies. Located downtown Saskatoon, Saskatchewan, we build a online platform that helps B2B companies sell digital solutions to local businesses. Through our partners around the world, we’re helping more than 650,000 local businesses thrive and succeed—and we love what we do.

Learn more about Vendasta

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Source: Vendasta

How Do I Rank Higher in Google Local Search? Our Checklist for Local SEO 0

How Do I Rank Higher in Google Local Search? Our Checklist for Local SEO was originally published on BruceClay.com, home of expert search engine optimization tips.

The good news: Showing up in Google’s search engine can be extremely beneficial to your local business.

The bad news: Google doesn’t care if you rank high or low. It cares only that there are quality results that answer the query to the total satisfaction of the searcher.

So the pressing question is, how do you rank higher on Google Maps and Google local search results? Improving your local search rankings is possible, and the results are very real. A Google study found that:

  • 4 in 5 consumers use search engines to find local information.
  • 50 percent of local smartphone searches lead to a store visit in less than a day.
  • 18 percent of local searches on a smartphone result in a sale within a day.

If you’re asking, “How does Google local search work, and how can I rank higher in local search?” then this local SEO checklist is for you!

I first presented these 41 factors that contribute to local search ranking at Pubcon earlier this month (see my slide deck at the end). Here, I list them executive summary style, to help you understand how you can increase your local search rankings.

Disclaimers: Each of these topics could be an article in itself, but I’ve tried to give brief explanations and links for further reading, in keeping with a list format. This is not an exhaustive list of local ranking factors. It’s not in priority order either, but grouped into general categories which you can jump to as follows:

Housekeeping Signals

1. Branding
Being a respected business in your community will increase your local search visibility. Google pays a lot of attention to a brand’s perceived trust and expertise. Even if you’re just starting out, aim for happy customers and consistent quality to attract traffic and mentions.

2. Domain name
Your website’s name should accurately represent your business or brand. It’ll be in every URL, so make it something appropriate and easily remembered. Don’t use a keyword phrase alone (e.g., www.FloristLosAngeles.com) to avoid an
exact match domain (EMD) penalty. On the other hand, including a keyword as part of your domain (e.g., www.FirstStreetDental.com) can help you as a local business if it’s tied into your brand name. Search algorithms are getting better and better at weeding out low-quality results, so make sure your domain doesn’t look like spam.

3. Hosting
When it comes to web hosting, think about speed, availability, and maintained software. Choose a host that ensures your content is served up quickly, since page load speed is now a factor in Google’s algorithm. Beyond the hosting platform, there are many ways to speed up your web pages. Using Accelerated Mobile Pages and/or Progressive Web Apps may be worth considering, as well.

4. Content management system (CMS)
Above all else, your CMS should be easy to use. Here, WordPress is king, consistently the top CMS used on the web. Consider how you can improve your system’s functionality with plugins — WordPress.org lists 1,864 plugins for “local” alone. And, don’t forget about a WordPress SEO plugin, too.

5. Compatibility
We’re in a mobile-first world, with the majority of searches happening on smartphones and Google evaluating sites based on their mobile friendliness. Check your site to make sure it’s mobile friendly and optimized for mobile devices — otherwise, your rankings and visitor counts will suffer. Voice search is the next big area of compatibility.

6. Email
Use your business’s domain in your email address (@bruceclay.com) rather than @gmail or another generic provider. It’s a small point, but worth putting on the housekeeping checklist to increase your professionalism and perceived trustworthiness.

Keywords and Content Signals

7. Keyword and content gap analysis
Identify the keywords working for you in terms of hitting key performance indicators and bringing in revenue. Use
keyword research to find additional phrases that can serve your personas/community, and examine your competition online for their keywords. Wherever you find a gap in your own content compared to the top-ranking sites, expand accordingly.

8. Detailed competitive review
To get a more in-depth look at your competition, you’ll need to perform a detailed review. Examine their performance in every area in this checklist, then outdo them. The goal is to be the least imperfect with your local SEO.

9. Content creation
Content that informs, educates or entertains readers improves your engagement. We recommend siloing your web content based on the themes your business is about. Set up your navigation and internal links carefully to create a hierarchical structure for the content on your site. Doing so will strengthen your site’s relevance and expertise around those topics.

10. Content variety
Many different types of content can be “localized” to pertain specifically to your community. The list includes images, news, events, blog posts, videos, ads, tools and more. Having a variety of types of content indexed also gives your site more opportunity to rank, since they can appear in the vertical search engines (e.g., Google Images, YouTube, etc.).

Local content types diagram by Mike Ramsay

Local content types diagram by Mike Ramsey

11. Content creation strategies
To establish yourself as a local authority, tell local stories and express your opinion about the topics your business and your customers are focused on. Excellent content can become a strategy for attracting search traffic and also local expert links.

12. Local videos
When you create videos that are appropriate to your website and region, you’ll soon discover that people will share them more on a local level. Build landing pages for your videos on your site to attract links and mentions. You can do this by uploading a video to your YouTube channel first, then embedding it on your page (copy the HTML right from YouTube’s Share tab into your page’s code).

13. Long-tail rankings
Use locally relevant content to rank higher in searches around the Local Pack. Examples would include posts like “The 5 Best Restaurants in Las Vegas,” which could answer long-tail queries such as, “What are the best restaurants in Las Vegas.”

14. Local relevance
Having content that’s locally focused can improve your reputation and reach in your area. This requires more than doing a find-and-replace on the city name to create hundreds of basically duplicate pages. You can start with templates, but make sure you’re including enough customized text, images and data to be locally relevant.

15. Landing pages
For the best local results, create optimal landing pages. For example, if your brand serves a wide region, you might have a different landing page for each city in that region, like “dog grooming Simi Valley” and “dog grooming Thousand Oaks.”

16. Schema NAP+W
Schema markup is code you can add to your website to help search engines understand your various types of information. According to Searchmetrics, pages with schema markup rank an average of four positions higher in search results.

Local businesses need schema in particular to call out their name, address, phone and website URL, also known as NAP+W, as well as hours of operation and much more. As an example, here’s what schema for our NAP+W would look like in the page code:

Local business schema markup example

Local business schema markup example (in Google’s preferred format, JSON-LD)

Google is planning to expand its use of schema, so be sure to take advantage of all the structured data that applies to your content. Check out Google’s Structured Data Testing Tool to confirm you’re implementing schema correctly.

17. Information in the Local Pack
Search engines want to make sure local business information is valid before presenting it in the “Local Pack” (the handful of local listings Google displays at the top of a web search results page, with addresses and a map). A business’s proximity to the searcher heavily influences whether it shows up in Local Pack results, so your location matters.

Keep your NAP+W data consistent across all sources. This is a local SEO priority, as it improves the search engines’ confidence in your business listing’s accuracy.

Be sure to include your business address on your own website. You can do this in the footer so it appears on every page, or at least show it on your contact page.

18. Google Map embedded
By adding a Google map to your contact page or footer, you can quickly show searchers and search engines exactly where you’re located. Using an embedded map rather than a static map image provides extra functionality and reduces friction — a human visitor can just click the map and grab directions. On our site, the embedded map shows in the footer when a user clicks [Location & Hour Information]:

Embedded Google Map on BruceClay.com

Embed a Google Map to add an interactive element to your site.

19. Testimonials
To boost your brand’s credibility, you’ll need to get some local reviews or testimonials. Earn them (here’s a list of SEO-approved ways to get local reviews) and then add them, localized and with the author identified whenever possible. Testimonials, especially on a local level, can have a big impact. Seventy-three percent of consumers say that positive reviews make them trust a local business more.

20. Hawk update
Google has long had proximity filters in place that prevent multiple listings from the same business monopolizing local search results. However, in the August 2017 Hawk update Google tightened its proximity filtering for organic ranking. The filtering radius for a same category business has been reduced from 500 feet to 200 feet. Same category businesses at the same address, however, are still filtered. The more exact restrictions may benefit businesses that previously had a higher ranked competitor just down the street, as both businesses may now be able to show up in local results. (Edited, h/t Mike Blumenthal)

On-Page Signals

21. Technical on-page SEO
On-page elements are critical to get right for organic SEO on any web page. In addition to the standard optimization items (see our
always-up-to-date SEO checklist for a list), a locally targeted page should have:

  • City in the title tag
  • Schema markup (as appropriate to the page contents)
  • Do not stuff keywords
  • Do not simply find-and-replace city names
  • Appropriate reading level and complexity (compare top-ranking pages to find your sweet spot)

22. Local keyword optimization
Be sure to mention local keywords on your web pages (such as the name of your city, state or region and other geographical/local references) to help solidify Google’s understanding of your location and help you rank for local keyword queries.

Linking Signals

23. Local link building
You cannot rank in a city without having local links. When relevant, quality websites within your city link back to you, it shows you’re a trusted local brand. Only links coming from unique IPs, unique domains and unique WhoIs for your geographic area will help you rank, so don’t fall for link schemes. The anchor text (clickable text) used in the links also send a signal to search engines. (See more
link building guidelines.)

24. Local directories
To make it easier for searchers to find you, you’ll want to be included in geotargeted directories for services, such as Yellow Pages online, a local restaurant database, or other. These citations add more weight to your site in the local search ranking algorithms. (This interview with local expert Darren Shaw gives helpful information on local listings, including a directory list.)

25. Social and web mentions
Are people talking about your brand online? Even if they don’t include a link, brand mentions on social media platforms show engagement and interest in your business. These linkless mentions (and also “nofollow” links) help your business by attracting new customers and reinforcing your brand’s reputation, which can even influence local search rankings. Use a tool like GeoRanker to identify local citations and social media tools to keep tabs on the conversation.

26. External links
Boost your credibility by linking to local expert resources that would be useful to your site visitors. Choose external web pages that are relevant to your subject matter and region. Remember that in order to be viewed as a local expert, you should visibly network with other local experts.

27. Competitor backlinks
If someone is linking to your competition, they might link to you as well. Start by looking at the backlink profile of your top-ranked competitors (using a backlink analysis tool such as Majestic, Ahrefs or other). Identify good candidates — high-quality and relevant sites that don’t already link to yours. Then see if you can earn links from those same sites.

Local Pack Signals

28. NAP+W consistency
As mentioned earlier, NAP+W refers to your business name, address, phone number and website URL. The goal here is for your NAP+W to be consistent across the board — wherever it’s listed online. For local optimization, you don’t want to have various versions of your address and phone number out there, such as:

NAP inconsistencies per Yext tool

NAP inconsistencies identified should be fixed (via Yext)

To see if your NAP+W is consistent, try Yext’s free test.

29. Google My Business (GMB) optimization
Having a Google My Business listing is critical for businesses with service areas and physical businesses. It’s a free business listing to start building your visibility in Google Maps and Google Search.

In addition to ensuring NAP+W information is accurate, here are some optimization tips for your Google listing:

  • Add a unique description about your business. Make it long (400+ words), formatted correctly, and include links to your website.
  • Add your open business hours.
  • Select the best categories for your business (use Blumenthal’s Google Places for Business Category Tool).
  • Include a high-resolution profile cover image, plus as many additional photos as possible.
  • Use a local phone number (not a toll-free number).
  • Encourage reviews from your customers.
  • Use Google Posts to enhance your brand’s Knowledge Panel with upcoming events or special news. Your post displays only temporarily (usually for seven days), but will remain visible to anyone looking up your brand using Google mobile search, so make each post unique.

Secondly, create and optimize your business listing on Bing Places for Business.

30. Check your site on Google Maps
Your Google My Business listing and schema also help get your business to show up in Google Maps. Since navigation systems and customers may refer to Google Maps to find you, make sure the pin marks the correct location for your business. Here’s how to add or edit your site in Google Maps.

31. Local business listings
Increase your visibility by including your business on sites such as Yelp, Thomson Local, Angie’s List, Yellow Pages, TripAdvisor, Urbanspoon, OpenTable, Merchant Circle and Foursquare, as well as local travel and news sites — choose the sites that fit your type of business and customer base.

32. Better Business Bureau (BBB)
Boost your credibility by ensuring that your business is listed with the BBB. Monitor your ratings there and display your BBB rating on your website as a trust signal for visitors. As with all local directories, make sure your location information on BBB matches your NAP+W.

33. Citation building and reviews
Reviews will usually reflect absolute happiness or absolute misery. So it’s important to monitor the quantity and sentiment of your online reviews so you can actively manage your reputation.

  • Review sites to monitor include: Facebook, Google, Yelp, Bing, local chamber websites and more.
  • Sites where citations and mentions may occur include: Reddit, Quora, news media sites like WSJ, etc.
  • Consider adding a page to your website with instructions on how to provide reviews and feedback.

34. Location pages
It’s recommended that you have one or more pages on your site dedicated to each location your business is in. Dedicate a page to each keyword, for example, “real estate agent, Simi Valley” (services, then city). Design this to be a good landing page for anyone searching within that area, and make the content unique. Avoid laundry lists or simply doing a wild card replace for the city name. Search engines can spot that type of duplicate content a mile away. (See our tips for dealing with thin content on your site.)

35. Press releases
Press releases can be a great way to let locals know that you exist, especially if you have breaking news. Opening a new location? Hosting a charity event? Be sure to publicize it, and include the local geo references (city name, etc.) in your text. A press release published through an online PR site might catch the eye of a reporter who will publish a news article about your business in a local publication.

Social Signals

36. Social profiles
Being active in social media and sharing your content (think content marketing) contribute to keeping your business top-of-mind. On social media sites like Facebook, Twitter, Instagram, YouTube, Google+ and Pinterest, your profile pages matter — make them consistent with your brand voice and informative. Be sure to include your contact information. Engagement with your brand is a social signal, such as when something you’ve posted is shared or liked. It’s also a way to engage with current and potential customers.

37. Touch your followers
Help customers stay in the know. Social media can be an efficient way to spread news, local deals, alerts and updates to your customer base as well as get the word out to others. Interact with them one-on-one, and you may develop a brand advocate for life.

38. Become the local expert
Make yourself known as a trustworthy business by building local expertise and authority in your space. For example, you could teach a class or speak at a local event. Brainstorm presentations that bring value to an audience while showcasing your expert knowledge related to your business.

39. Local discounts
Attract local customers by offering discounts for locals. For example, you could offer members of a local organization $x or x% off your products or services, accept AAA discounts, or other.

Success Signals for Local SEO

40. Online and offline conversion tracking/analytics
Stay on top of your conversions — actual results and dollars earned from your website — through analytics. (If you haven’t yet,
set up Google Analytics for free.) Pay particular attention to rising or falling click-through rates and bounce rates, which will show you how many searchers clicked through to your site and whether they liked what they found.

Enable mobile users to simply click to call your phone number wherever it appears, and track those interactions. Appointments and sales made online may also be important metrics for success. Remember, not counting progress is a failure.

41. Monitor rankings
Be aware of your rankings in regular organic results and in the Local Pack. I suggest you choose at least five specific local keyword phrases to focus on at a time, but test more for rankings. Regularly check to see whether your business shows up on the first page of search results; compare your results to that of your competition. You can do this through manual viewing of “[keyword] near me”-type searches, if you’re in the local area. You can also use a tool like AuthorityLabs to track local rankings.

While there’s a lot of work that goes into boosting your local search rankings, it will be well worth your time and effort as a local business. It may even mean your survival. The points on this local SEO checklist give you lots of ways to attract more customers with your online strategy.

I want to hear from you. Would you add anything to this list? Share your local checklist to-dos in the comments below. Then share this article with a friend.

Local Search Ranking Factors from Bruce Clay


Source: Bruce Clay

Web Developer/Graphic Designer 0

Web Developer/Graphic Designer

Digital Agency Division, Saskatoon, SK, Canada

Description

We are seeking a full time experienced web developer/graphic designer to join Vendasta’s Website Creation team.

Our dream candidate has basic front-end coding knowledge as well as can execute stellar website designs. If this sounds like a piece of cake, we want to hear from you.

Responsibilities:

  • Develop websites with the WordPress platform quickly, following company standards and protocols.
  • Plan site design by clarifying goals; designing functionality.
  • Develop site content and graphics by coordinating with other teams.
  • Design images, icons, banners, audio enhancements, etc.
  • Update existing websites in both HTML and WordPress.
  • Develop design standards and processes for junior web developers.
  • Setup and maintain e-commerce websites.
  • Optimize websites for SEO, performance and analytics.
  • Work directly with clients to gather content for websites.
  • Devise process improvements to increase the speed and efficiency in building sites.

Skills and Qualifications:

  • Bachelor’s degree in Computer Science or equivalent experience
  • Proficiency with WordPress
  • Graphic design skills with a strong portfolio
  • Familiarity with PHP, Javascript, HTML and CSS
  • Familiarity with basic SEO and performance best practices
  • Experience with Adobe creative suite (Photoshop, InDesign)
  • An eye for typography, composition and color with pixel-level attention to detail
  • Experience with Google Analytics
  • A solid understanding of web design and usability as well as current web standards

Please be prepared to show us a portfolio of your snazziest accomplishments (WordPress, HTML, CSS, Php, Photoshop etc..).

Why Vendasta

Vendasta is a software company that believes in local, and is driving local economies. Located downtown Saskatoon, Saskatchewan, we build a online platform that helps B2B companies sell digital solutions to local businesses. Through our partners around the world, we’re helping more than 650,000 local businesses thrive and succeed—and we love what we do.

Learn more about Vendasta

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Source: Vendasta

Director of Public Relations 0

Director of Public Relations

Marketing, Saskatoon, SK, Canada

Description

This role involves strengthening our presence through digital PR tactics and helping us find a voice that will resonate with agencies and other resellers. Our competitors are industry heavyweights, and we need someone with a proven track record of creating buzz and earned media placements to generate significant demand.

Serving as an integral member of our leadership team, the Director of PR will be responsible for creating a first-class communications plan for Vendasta in order to promote and strengthen our organization’s messaging. He or she will be responsible for a broad range of activities related to the direction and positioning of the company and its products. The goal is to advance Vendasta’s position as the #1 platform for selling digital solutions to local businesses by accelerating lead generation, industry awareness, and success for the 600,000+ local businesses on the Vendasta platform.

 

Your responsibilities will include:

  • Creating and executing an innovative PR strategy, thus helping our content reach a wider audience. This needs to be accomplished in a measurable manner.
  • Managing the development and distribution of press releases that accurately reflect Vendasta’s key messages and drive towards achieving high-level goals.
  • Leading the charge on all things VendastaCon. You will work with a group of program leads for various aspects to produce a successful conference, including building out the strategy for following years.
  • Working with sales and marketing leadership in alignment with Vendasta’s top-level goals to create and manage the annual conference plan.
  • Manage all aspects of individual conference planning, coordination, and booking, including:
    Scheduling
  • Communication and collaboration with sales, marketing, and product marketing teams
  • Manage and track spending within the allocated budget
  • Reconcile budget post-conference
  • Report on success measures post-conference
  • Pitch speaking opportunities that position Vendasta as a thought leader
  • Align content strategy with conferences, including brochures, inserts, giveaways, etc.
  • Foster new and existing relationships with member organizations, media, analysts, etc., to secure desirable affiliate events and publishing opportunities.
  • Seek out existing and new awards opportunities that will continue to elevate Vendasta’s brand.
  • Work to build out Ideas on Tap as an effective thought-leadership forum within the industry.

Why Vendasta

Vendasta is a software company that believes in local, and is driving local economies. Located downtown Saskatoon, Saskatchewan, we build a online platform that helps B2B companies sell digital solutions to local businesses. Through our partners around the world, we’re helping more than 650,000 local businesses thrive and succeed—and we love what we do.

Learn more about Vendasta

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Source: Vendasta

Junior Marketing Analyst 0

Junior Marketing Analyst

Marketing, Saskatoon, SK, Canada

Description

Vendasta’s marketing team is seeking an eager recruit to research, qualify and manage new sales prospects. This role is crucial to maintaining the quality data that helps our sales & marketing teams stay organized and generate more revenue.

If “Organized” is your middle name and you’ve got a killer eye for detail, this is the job for you. As an entry-level position, it’s the perfect opportunity to join our dynamic marketing team and learn the ins and outs of our industry. There’s plenty of room for growth, and self-starters are sure to thrive.

 

Responsibilities

  • Research optimal prospects for Vendasta to engage with and input them into our CRM
  • Compile, sort, and verify the accuracy of data before it is entered into our system
  • Interact with marketing, sales and business operations teams to ensure that inbound & outbound lead efforts are being managed effectively
  • Manage reports and maintain data quality

 

Skills and Qualifications

  • Ability to work independently as well as collaborate with a team
  • Exceptional organizational skills and attention to detail
  • Desire to be proactive and create a positive experience for others
  • Willingness to learn and accumulate industry knowledge
  • Proficiency in spreadsheet software (Google sheets experience a plus)

 

Why Vendasta

Vendasta is a software company that believes in local, and is driving local economies. Located downtown Saskatoon, Saskatchewan, we build a online platform that helps B2B companies sell digital solutions to local businesses. Through our partners around the world, we’re helping more than 650,000 local businesses thrive and succeed—and we love what we do.

Learn more about Vendasta

The post Junior Marketing Analyst appeared first on Vendasta.


Source: Vendasta