Win Local, Sell Global

🚀 Your only guide to mastering Local SEO and Sell More

July 04, 2024

Happy 4th Of July 🥳

In this newsletter, you’ll find:

📈 Local SEO Keyword Research: Boost Your Local Search Rankings

📊 Meta Unveils Enhanced Ad Attribution Settings for Better Conversion Insights

📊 Google Updates Merchant Center and Display & Video 360 Features

If you’re new to ScaleUP then a hearty welcome to you, you’ve reached the right place along with 50k+ CEOs, CMOS, and marketers.😉 Let’s get into it, shall we? Oh! Before you forget, if someone forwarded this newsletter to you, don't forget to subscribe to our newsletter so you never miss out!

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SEO

📈 Local SEO Keyword Research: Boost Your Local Search Rankings
Insights from Sam Thuillier

Local SEO keyword research is a fundamental step in optimizing your website to rank higher in local searches. Here’s a comprehensive guide on how to effectively conduct local keyword research to drive more local traffic to your site.

🔍 Identify Your SEO Competitors

Understanding who you’re competing with is the first step. By identifying your local SEO competitors, you can benchmark your performance and devise strategies to outperform them.

Tip: Use tools like SEMrush or SE Ranking to find your competitors and analyze their keyword strategies.

🔑 Find Main Local Keywords

Focus on identifying and targeting local keywords that are relevant to your business. This includes using specific terms related to your location and services.

Example: If you run a bakery in Brooklyn, keywords like “Brooklyn bakery,” “best cakes in Brooklyn,” and “Brooklyn cupcakes” should be on your list.

Tool: SEMrush, SE Ranking

🧠 Discover Long-Tail Variations

Long-tail keywords are more specific phrases that people search for. These keywords are typically less competitive and can drive more targeted traffic to your site.

Example: Instead of just “Brooklyn bakery,” you might use “affordable birthday cakes in Brooklyn.”

Tool: AnswerThePublic

⚙️ Evaluate Keyword Difficulty

Before finalizing your keywords, assess how difficult it would be to rank for them. Keyword difficulty indicates the level of competition for each keyword.

Tool: SEMrush, Ahrefs

🗺️ Create a Keyword Map

Map out your keywords by assigning relevant keywords to each page on your site. This strategic planning helps ensure that every page is optimized for the most relevant terms.

Tip: Use a spreadsheet to organize your keywords and their corresponding pages.

📑 Develop Location Pages

Create dedicated location pages for each area you serve. These pages should include localized content and keywords to target specific regions effectively.

Example: A page titled “Brooklyn Bakery Services” that highlights your offerings specifically for Brooklyn residents.

Tool: WordPress or any CMS

By following these steps, you can significantly improve your local search rankings and drive more traffic to your website. With all the new traffic, get your website ready to capture email Ids of this traffic so you can push them further down the funnel. For this you can use Smart Recognition. This captures majority of the emails and is CAN SPAM Compliant. Try if out for free now! 

META

📊 Meta Unveils Enhanced Ad Attribution Settings for Better Conversion Insights
Insights from Search Engine Land

What’s Up? Meta has rolled out updated attribution settings on its Ads platform, giving advertisers the ability to differentiate between total conversions and initial conversions.

The Breakdown:

  • Advertisers now have two attribution choices: All Conversions, which tracks every conversion following an ad view or click, and First Conversion, which only records the initial conversion after an ad interaction. This enhancement addresses the long-standing issue of discrepancies between Meta’s ad data and advertisers’ internal metrics, aiming to provide more precise insights into ad performance and customer acquisition costs.

  • An advertiser noted that Meta previously counted around 25% of repeat purchases as new customer acquisitions, leading to inflated performance metrics. Earlier, Meta would tally all conversions made by a user after engaging with an ad, including multiple transactions by the same customer. This practice resulted in exaggerated performance metrics and misrepresented customer acquisition costs.

  • The new attribution feature is available in Ads Manager under the Attribution settings, where advertisers can choose their preferred attribution window and conversion type.

As businesses start utilizing these updated attribution settings, we might see changes in how companies assess the success of their Meta ad campaigns and allocate their marketing budgets.

GOOGLE

📊 Google Updates Merchant Center and Display & Video 360 Features
Insights from Search Engine Land

What’s Up? Google is enhancing its conversion tracking for the Merchant Center and introducing new capabilities for Display & Video 360 to provide more detailed data and improve ad effectiveness.

The Breakdown:

Google Merchant Center will now include conversion tracking for events beyond clicks on Shopping free listings, incorporating conversions from Search web results and other sources. This enhancement aims to give merchants more comprehensive performance insights and optimize the shopping experience on Google. Scheduled to roll out in the coming months, the expanded tracking will be automatically enabled for all merchants using Google Merchant Center. Merchants can opt-out by disabling the conversion setting, turning off the Google & YouTube channel app on Shopify, or unlinking Google Analytics from Merchant Center accounts.

  • Report Files Download List: A new page in instant reporting for Display & Video 360 and Campaign Manager 360, allowing users to check status and download reports.

  • User ID Redaction: In response to new privacy laws in Florida, Texas, Oregon, and Montana, Data Transfer files will have user IDs redacted, similar to California’s CCPA in 2020.

  • First Position Targeting for YouTube Instant Reserve: Available for in-stream and shorts campaigns, this feature aims to enhance brand awareness and engagement by securing top ad positions.

  • Expanded Third-Party Measurement: Audience Project now supports default enablement for third-party reach measurement.

These updates are designed to provide merchants and advertisers with more accurate insights and greater control over their campaigns. The first-position targeting on YouTube is expected to significantly improve visibility and engagement. However, the impact of ID redactions on data analysis is a concern, as privacy-driven updates have historically received mixed reactions.

QUICK HITS

🌧️Whether you're an eCommerce founder, CX manager, marketer, or product manager, you cannot miss ‘Level Up Your DTC Brand,’ a webinar discussing the latest strategies on how to scale DTC brands on July 17th 12PM EST. Register now for free and stand a chance to win gift cards and a Meta Quest 3!

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🪽 Telegram now allows creators to share paid content on channels using its digital currency, Stars. Launched last month for in-app purchases, Stars can now be converted to Toncoin or used for promotional discounts.

🧵Meta's Threads app reaches 175 million users on its one-year anniversary. Launched as an alternative to Elon Musk's Twitter, Threads gained traction by appealing to users disillusioned with Musk's changes.

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