Check this out.

If you want to dominate Google search on your name, your location, and other long-tail searches, you MUST check out this tip in how to manipulate wikidata for answer box and knowledge graph.

Take the first position and block out ads, too.

Watch this.

Store owners and local businesses– not everyone NEEDS to make it to your website.

In retail, we can and should expect that people who are exposed to our messaging, will just come into the store.

The lower the price of the time, the less likely a consumer needs to have a website visit as an intermediate step.

Consider the last time you had fast food or bought something at a chain store after seeing an ad for a special sale. Did you go to their website or were you more likely to look at maps and directions?

I predict that in-store visits and offline conversions will become THE most important metrics we optimize towards.

Further, with robust chat, canvas ads (look at “collection” ads), and other integrations, expect next year to be where people question the ROI of maintaining a website instead of questioning the ROI of social media.

Businesses will find that Facebook and Google already do everything their website was doing and many things a website can’t do.

Local is our future, but tuning websites is a necessary phase to get to local store-driven optimization. You’re hearing this from a guy who has done PPC and SEO for over 15 years and worked at a major search engine.

Facebook and Google (via Google My Business) won’t be ready for at least a year to properly serve mainstream local.

Andrew Cecere, you can do better

Andrew Cecere, you can do better

Google his name and you’ll see that Mr. Cecere, the CEO of US Bank, is known for his massive compensation ($14 million in 2018) and not his heart.
Nicholas Kristof, a New York Times reporter, covered how US Bank whitewashed a story of an employee they fired for going the extra mile to help a customer.  This article doesn’t make Andrew Cecere look so good, as you can see it goes directly against US Bank’s stated values.
Andrew Cecere wouldn’t even return calls from the New York Times to comment— which made matters worse instead of using this as an opportunity to make things right. And to send a message to their customers that they truly do care.
The measure of someone’s personal brand is not how big their bank account is (pun intended), but how they behave when nobody is looking.  Google yourself as a reflection in the mirror to see the good, bad, and ugly things about you.
Here’s what you get for Andrew Cecere:
Here’s Ajay Kandala, one of the most clever digital marketers on the planet:
And here’s what you get when you Google me:
My advice, look at the painful items that show up and reach out to make those things right.
The best defense against bad things that may happen in the future is to build up community and track record of people who love you, so that when the unexpected happens, you don’t have to scramble, like Andrew Cecere is doing right now.

Google absolutely crushes other social networks and here’s why

Special thanks to

It’s fashionable to say social is popular, while old dogs like Google are on the decline.
You can cite a litany of failures in Wave, Google+, Orkut, Latitude, Buzz, or whatever.
And you might note that Facebook will earn $4.8 billion in display ads this year versus Google’s $4 billion– pulling ahead for the first time.
In the last year, Facebook has added 200 million users. The  stock price is at $74, and the company is worth $206 billion.

Yet Google makes $30 per user per quarter, while Facebook makes only $6.
Twitter makes only $3, so a tenth of what Google makes and half of Facebook’s monetization.

96% of Google’s revenue comes from advertising, most of which is search.
And what advertiser doesn’t want to put their dollars where consumers are buying?

Here are a few things to consider for this tide to turn:

  • Last click attribution is still strong: As long as people are using last click attribution, they’ll put money into branded search terms and other over-weighted sources of “conversions”.  Heck, they don’t even know what last click is, since a conversion is a conversion. Multi-touch and assisted conversions don’t matter yet for the mainstream.
  • Social networks are not just people posting personal statuses and pictures: Google and Facebook both know that whoever controls the log-in controls the content production. I believe recently, because of mobile logins, more people are logging into Facebook to communicate than mail platforms. But of the Four Horsemen, you could even say that Apple will win, since they’ll own the device, but that Amazon will win, since they own the credit card. So do you want to own the user’s content (Facebook), their logins (Google), their device (Apple), or their credit card (Amazon).  The lower in the stack, the more you can pull the rug out from the others above you.  And Facebook is at the top of this stack.
  • People’s ingrained habits change slowly: A decade after ATMs were available, most people were still going into the bank with their check ledgers. Most small business owners still make orders via fax machines and advertise in the yellow pages. If you’re reading this, you’re a technology early adopter– not representative of the mainstream customer.

Google still has plenty of time to own the customer data.

They own a quarter of Uber, you know, plus are building self-driving cars.
Most people spend 22 minutes each way in their commute. Of those who go in a driver-less car, that’s 44 minutes a day to show ads to people.
You think wifi on airplanes or movie theater popcorn is expensive?  Try valuing the captive audience in a moving capsule.

The telcos and mobile device manufacturers have battled it out on walled gardens, but where do you really think the consumer’s attention and wallet is?
It’s retail, not online. And the physical world is where Google is preparing to dominate.  

The real social network is the shopkeeper who remembers the preferences of his best customers, not video snapchats.