Adventures in Local Marketing - Local SEO Podcast https://www.brightlocal.com/podcast/ Local Marketing Made Simple Tue, 30 Jul 2024 11:16:22 +0000 en-GB hourly 1 https://wordpress.org/?v=6.5.5 on Embracing Search’s AI Future, and Why We Should Be Excited https://www.brightlocal.com/podcast/marie-haynes-embracing-search-ai-future/ Mon, 17 Jun 2024 08:00:22 +0000 https://www.brightlocal.com/?p=122211 In this month’s bumper edition of Adventures in Local Marketing, Claire speaks to AI and search expert Dr Marie Haynes about all (and we mean all) things Google and AI. We cover how Google Gemini will underpin all of search going forward, dive into the Google API leaks, and take a detour to learn about a surprise meeting at Google I/O…

It’s the longest episode we’ve ever released and for good reason! It’s a meaty topic with plenty to chew on, so step inside Marie’s mind and get the most up-to-date insights on Google and AI today.

PLUS we’re going live with this episode on the same day as Marie’s brand-new book (and accompanying workbooks) ‘SEO in the Gemini Era – The Story of How AI Changed Google Search’. Check it out for yourself now.

Listen to Learn:

  • Why Marie thinks Google gave us the API leak data on purpose, and what we should and shouldn’t take away from it
  • Why and how Gemini goes beyond other large language models
  • Why SEOs shouldn’t be scared of the future of AI and SEO
  • What skills will still be important in the new age of AI and search
  • How the nature of search is changing, and how marketers can react to it
  • How to become resilient to changes, and actually benefit from them
  • A whole lot more, including how advancements in wearables and brain-computer interfaces will change the future

Watch the Video

Resources

]]> on Consumer-Centric Storytelling in Content Marketing https://www.brightlocal.com/podcast/melissa-popp-consumer-centric-storytelling/ Tue, 30 Jul 2024 08:00:22 +0000 https://www.brightlocal.com/?p=122712 Storytelling in marketing plays a crucial role in implementing memorable and effective content campaigns and strategies that stand out from the crowd.

Host Claire Carlile is joined by Melissa Popp to discuss how brands can connect with their local audiences through customer-centric storytelling. They also cover the importance of authentic and unique content, how to get buy-in from various departments, common content creation shortcomings for SMEs, measuring ROI, and so much more. Seriously, this episode is jam-packed!

If you are a local marketer looking for an effective way to connect and engage with your audience, this is a must-listen.

What you will learn in this episode:

  • What is meant by the terms ‘local narratives’ or ‘storytelling in marketing’
  • Why unique and authentic content is important in today’s SERP landscape, and the impact of the recent Google leak
  • How ‘brand’ and ‘storytelling’ complement one another
  • How to get that all-important buy-in from various departments
  • What the common shortfalls in content creation are for SMEs (and even larger brands and enterprises)
  • How to do storytelling at scale for multi-location businesses and how to effectively measure ROI
  • Plus so much more…

Watch the Video:

Podcast episode timestamps:

02:16 – Explanation of ‘Local Narratives’

03:13 – Importance of unique content

03:29 – Google leak and its impact on unique content

06:15 – How brand and storytelling work hand-in-hand

07:49 – Content volume is the wrong metric

09:15 – Common content marketing shortfalls for SMEs (and larger brands)

14:27 – How tone of voice can be a challenge

15:40 – Melissa’s ‘Buyers Journey Process’ specific to SEO

17:47 – Finding your origin story

24:07 – The role of customer stories

25:00 – Being too hung up about keywords

26:10 – ‘Room 404’ segment

29:00 – How to do it at scale

35:00 – Measuring ROI

36:38 – ‘Recipe for Success’

About Claire Carlile (Host)

Claire Carlile is a Chartered Marketer (MCIM) and is BrightLocal’s Local Search Expert. Her work at Claire Carlile Marketing, where she helps businesses of all sizes make the most of the local search opportunity, allows her to provide real-world skills and expertise to what BrightLocal does.

Where to find Claire

About Melissa Popp (Guest)

Melissa is the Content Strategy Director at RicketyRoo. In this role, she oversees all content initiatives for clients and her responsibilities span from creating high-level content strategies to diving into the minutiae of content creation.

Melissa says she lives and breathes everything related to content. Writing has been her passion since she first picked up a #2 pencil, and she takes pride in making content relevant to readers and illustrating to clients how crucial this connection is for reaching potential customers.

Where to find Melissa

Room 404 & Recipe for Success

“And every time someone says we’re going to _________, I love you all in this industry. But I want to punch each and every one of you in the face.”

Can you fill in the blank? Find out what Melissa decides to put into ‘Room 404’, as it makes her heart race, but for all the wrong reasons. She also shares her ‘Recipe for Success’ with storytelling.

Want more from Adventures in Local Marketing? We highly recommend checking out these episodes:

Resources from this episode:

FAQs

Below, we’ve answered FAQs related to topics discussed in this episode. For a more detailed understanding, make sure to listen to or watch the episode.

How is storytelling used in marketing?

Storytelling in marketing is using an engaging or compelling narrative to communicate messages with customers. It’s an effective way for brands and companies of all sizes to connect on a deeper level with their audience.

Is storytelling a strategy?

Yes. Storytelling is one of the most effective and memorable ways to communicate with others. Many brands and organizations use storytelling in their marketing and content strategies, and achieve better results.

Why do brands use storytelling?

Done correctly, brand storytelling can help you stand out from your competitors. It’s all about crafting a compelling story that is authentic and engaging. One of the key goals of brand storytelling is to increase brand loyalty and advocacy.

What are the 5 C’s of storytelling?

The 5 C’s are commonly used to ensure the story being crafted is both engaging and compelling. The 5 C’s include Character, Context, Conflict, Climax, and Closure.

What is meant by customer-centric?

Being customer-centric, or adopting customer-centricity, is a strategy where brands put customers first, in order to create positive experiences and build stronger relationships. To be able to do this, brands and businesses need to understand customer’s situations, perceptions, and expectations.

About Adventures in Local Marketing

Adventures in Local Marketing is *the* podcast for local marketers, hosted by industry expert and popular speaker, Claire Carlile.

Claire chats to a smorgasbord of marketers from various different backgrounds, who each bring their unique insight into facets of the local marketing landscape.

]]> on Developing a Conversion Mindset https://www.brightlocal.com/podcast/aaron-weiche-on-developing-a-conversion-mindset/ Tue, 14 May 2024 08:00:22 +0000 https://www.brightlocal.com/?p=121544 In this episode, Claire chats to Leadferno’s Aaron Weiche about how adopting a conversion-focused mindset can benefit agencies and their clients alike.

Listen to Learn

  • Why businesses often struggle to identify conversion events
  • The importance of making a business easy to work with
  • Why agencies should prioritize reporting on leads and conversions
  • The role testing plays in optimizing conversion funnels
  • What to look out for in Google Business Profile’s conversion points
  • How authentic media and social proof can skyrocket conversions
  • Aaron’s five quick tips for improving conversions

Watch the Video

Resources

]]> on Staying People-first in an SEO-obsessed World https://www.brightlocal.com/podcast/julian-hooks-customer-centricity/ Thu, 18 Apr 2024 08:00:22 +0000 https://www.brightlocal.com/?p=120996 In this episode, Claire speaks to Julian Hooks, principal SEO consultant at Advertising Commissions and Senior Manager of SEO at Asurion, about the importance of customer-centricity in an industry obsessed with chasing the latest SEO trend or ranking factors study.

Listen to Learn

  • Julian’s five-point guide to a customer-led strategy
  • How to use customer insights and pain points to understand and serve customers better
  • How to maintain customer focus as a business scales, and why communication is at the heart of it
  • Which brands and businesses are getting customer-centricity right, and why it works for them
  • How to use data and analytics to identify trends and address issues at a granular level

Watch the Video

Resources

Julian on LinkedIn: https://www.linkedin.com/in/julianhooks/

Advertising Commissions LLC: https://www.advertising-commissions.com/

Asurion: https://www.asurion.com/

See Julian speak at BrightonSEO San Diego: https://us.brightonseo.com/talks/beyond-algorithms-customer-centric-seo-as-the-key-to-long-term-success

Get started with Search: a developer’s guide, from Google: https://developers.google.com/search/docs/fundamentals/get-started-developers

Rand Fishkin on LinkedIn: https://www.linkedin.com/in/randfishkin

Rand Fishkin’s company, Sparktoro: https://sparktoro.com/

Nicole DeLeon on LinkedIn: https://www.linkedin.com/in/nicoleldeleon/

Nicole DeLeon’s company, North Star Inbound: https://www.northstarinbound.com/

Product-led SEO, by Eli Schwartz: https://www.elischwartz.co/book

]]> on Navigating Big Brand Local SEO https://www.brightlocal.com/podcast/steve-wiideman-navigating-big-brand-local-seo/ Wed, 21 Feb 2024 14:13:22 +0000 https://www.brightlocal.com/?p=119946 In response to BrightLocal’s Brand Beacon Report 2024 findings, this episode sees us speak to enterprise expert Steve Wiideman about all things multi-location SEO.

In this wide-ranging and tactical nugget-filled conversation, Steve covers the challenges and opportunities available to multi-location SEOs today, and shares his proven processes for working with brands.

Listen to Learn

  • Steve’s expert take on the findings of the Brand Beacon Report 2024
  • Why social media isn’t the quick fix for multi-location brands that some think it is
  • How agencies can develop a one-pager that sets out everything the HQ of a brand needs to know about local SEO
  • Why some brands struggle to get on board with local SEO
  • Preventing roadblocks and getting buy-in when working with enterprise brands
  • The multitude of ways brands can use AI, and what to avoid when generating content with AI
  • The data-backed secrets of success for a brand location page
  • Advice for SEOs uncertain about the future of search in a world with AI

As you can see from the list above, it’s a long one, but absolutely worth getting stuck into if you’re working with big brands or looking to do so.

Watch the Video

Resources

]]> on the State of Multi-location GBP Management https://www.brightlocal.com/podcast/david-mihm-state-of-multi-location-gbp-management/ Thu, 28 Mar 2024 09:00:22 +0000 https://www.brightlocal.com/?p=120683 How does Google Business Profile fare when it comes to managing multiple listings in 2024? How can you get around some of the obstacles Google throws your way?

In the latest episode of Adventures in Local Marketing, host Claire Carlile speaks to Near Media’s David Mihm about the state of GBP for multi-location businesses, SGE, schema, and much more.

Listen to Learn

  • Why bulk verification can be such a struggle for enterprise businesses
  • The best approach to managing local SEO between HQ and branch levels
  • A two-level training framework for local SEO and enterprise businesses
  • The value of third-party vendors in highlighting the importance of local SEO
  • What’s next for schema and GBP Posts
  • When we should be expecting Google to launch SGE, and what it might look like

Watch the Video

Resources

]]> on The Life and Times of a Google Product Expert https://www.brightlocal.com/podcast/stefan-somborac-on-being-a-google-product-expert/ Tue, 21 Nov 2023 14:13:22 +0000 https://www.brightlocal.com/?p=117342 In this episode, we speak to Google Business Profile Platinum Product Expert, Marketing Metrology‘s Stefan Somborac, about what it’s like to volunteer to help, and most importantly learn from, local businesses posting in the Google Business Profile Help Community (what a mouthful!)

Listen to Learn

  • Why the new EU reinstatement process forms part of a “perfect storm” for GBP managers worldwide
  • What access Product Experts get to Google projects and staff, and how this can help with their work
  • How being a Product Expert and helping out business owners is like “a rewarding puzzle”
  • The best way to get your issue solved efficiently in the GBP Help Community (and things to avoid!)
  • And much more!

Watch the Video

Resources

]]> on Powerful Applications of Schema Markup https://www.brightlocal.com/podcast/crystal-carter-on-schema-markup/ Tue, 17 Oct 2023 09:14:21 +0000 https://www.brightlocal.com/?p=116543 Schema might not be a ranking factor, but that doesn’t mean you can leave it in the ‘to do’ pile. In this episode, structured markup master Crystal Carter lifts the lid on all things schema.

 

Listen to Learn

  • Why schema is not as scary as you think it is
  • Why schema is business-critical for some industries
  • What to do (and not do) if you receive a schema warning
  • How to use a CMS to get schema sorted quickly and easily
  • How to validate your schema and which tools to use

Take a listen to hear two seasoned podcasters (and good friends) diving into a key, but sometimes forgotten, area of local business marketing, and witness the most impassioned episode of ‘Room 404’ yet!

 

Watch the Video

Resources

]]> on What Google’s Past Can Teach Us About Its Future https://www.brightlocal.com/podcast/mike-blumenthal-on-google-past-and-future/ Wed, 06 Sep 2023 09:52:25 +0000 https://www.brightlocal.com/?p=115343 In this episode, Near Media‘s Mike Blumenthal highlights the Google trends we should all be paying close attention to, discusses the evolution and importance of images in Google Business Profile, and introduces upcoming Near Media consumer research that could change how we look at searcher behavior.

Listen to learn:

  • What the future of Google Business Profile might look like
  • Where to go to improve your Google and Google Business Profile knowledge
  • The part that ads and monetization play in the future of Google Business Profile
  • PLUS a surprising fact about what consumers do and don’t care about in reviews

Watch the Video

Resources

]]> on Telling Client Stories with Data https://www.brightlocal.com/podcast/noah-learner/ Thu, 10 Aug 2023 08:47:11 +0000 https://www.brightlocal.com/?p=114736 In this episode, Sterling Sky’s Director of Innovation, Noah Learner, teaches us how to extract meaning when looking at cold, hard data, puts overpromising podcasts (who, us?!) in Room 404, and lays out his 5-point framework for local SEO testing and reporting success.

Listen to learn:

  • Where Google truly pulls its GBP performance data from
  • The truth about impressions in Google Search Console
  • Why good reporting needs a combo of soft skills and data analysis
  • How to react when datasets change
  • How to get the most out of Looker Studio
  • and much more!

Watch the Interview

Resources

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