Take a minute to learn about what’s new in digital marketing!

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Google My Business Video Uploads Now Available to Business Owners

What Happened?

What This Means For You

  • Videos can now appear on a business’s listing in Google Maps or the local web search results. It’s undetermined if these videos have any SEO-related impact, but listings containing videos will likely experience more engagement than those without videos.
Next Steps
  • We’re speaking with our clients to determine what video files to upload onto their Google My Business listings over the coming weeks. In the meantime, we strongly suggest that  your brand consider developing more 30-second video content for pre-roll, programmatic, Facebook, Instagram, and LinkedIn ads (franchise development-related videos for LinkedIn).

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Organic Posts on Facebook Pages Losing Impression Share

What Happened?

  • Facebook adjusted their algorithm that determines what content to show on an individual’s newsfeed late last year. Long story short, business owners must “boost” their organic posts on Facebook, otherwise few people will see them.
What This Means For You
  • Businesses need to “boost” their posts in order for them to be seen by the right audience. Because “boosting” posts costs money, businesses should focus on posting and boosting high-quality content that your audience actually cares about.
Next Steps
  • Our team prepared for this change last year and has plans in place that we’re excited to share with our clients during our coming strategy sessions!

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Google Increases Snippet Length in Search Results

What Happened? 

  • Google confirmed that a change was made to the way Google displays snippets in search results, growing the space from 160 characters to about 230 characters. A snippet is the description of a page displayed below the blue URL in an organic search result (LSM’s description snippet is highlighted in red above).
What This Means For You
  • Having an optimized meta description for each key page on your website will increase your chances of having an optimized snippet, and an optimized snippet will increase your site’s ability to attract more clicks from Google’s organic search results.

Next Steps
  • We’ve been going through our clients’ meta descriptions to ensure that they’re optimized for this snippet update. Other businesses should perform a few Google searches on their own business to see what their new snippets look like.

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Google Publishes Case Study on LSM

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Google published a case study on our advertising and user experience work for Brain Balance Achievement Centers. We increased conversions by 437% and decreased cost-per-lead by 370%. The fact that Google wanted to create a formal case study on our digital advertising services was an LSM dream come true, and it is a testament to the LSMers working day and night to provide clients with excellent results. We’ll continue striving to achieve similar results for all our clients in 2018 and beyond!

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