This week’s #searchdrop looks at the latest marketing playbook that supports businesses with marketing strategy through COVID-19, We’ll also talk about some ways to improve the accuracy of your Google Analytics, and finally the future of GMB and its ability to support local business.
This week in support of businesses everywhere adjusting as quickly as possible to the global pandemic Google has released a marketing playbook that outlines how businesses should prepare for rapid change and sustained differences in user behaviour.
The playbook covers economic recovery (as Google sees it) and how a marketing strategy should be approached with Consumer Insights, impact on your business and taking action now at the forefront. The playbook then goes on to review the new way people are searching online, highlighting that across the globe 20% of people are now using multiple devices to access the web.
Google also provides some nice suggestions on your marketing response during the pandemic:
You can download the full PDF here
Google Analytics is often the proof point of any success you have on your site. It gives you clean information on how many users you’ve had on site, how engaged they were etc. This data however isn’t always 100% accurate, so to help you remedy this, here are included some great insights from a recent post from Helen Polliet.
For more on this and suggestions on fixes see the full article here.
Google My Business has been a very useful tool for years for both local businesses and local SEO’s alike. This is only set to be more apparent as we traverse these uncertain and behaviour-changing times.
Search trends indicate that users are moving far away from offline intents and more online as the pandemic develops, and this will likely carry on as long as this current global situation continues.
As the next year or so unfolds we’re likely to see a further evolution of GMB and its ability to serve customers online, with a whole host of new digital tools for customers to make orders, bookings and payments to small businesses online, and with Google becoming ever more indispensable to businesses everywhere. This is particularly apparent with the changes pending in Google Shopping.
So now is the time to ensure you’re in control and working to improve your Google My Business presence as the platform begins a period of wholesale evolution; not to mention it’s one of the biggest ranking factors in local search!
You can read the full article here