Meet Brianna Whelan, SEO Specialist at EGC Group
It may be said that search engine optimization (better known simply by the acronym “SEO”) is the lifeline to every store, shop, restaurant, and business of any kind that has an online presence. (And in today’s times, that accounts for practically all businesses.) If you’ve ever wondered about what makes a business listing appear in an online search (preferably near the top of the results page), find out what Brianna Whelan, SEO Specialist at EGC Group, has to offer.
Local search marketing has been more relevant than ever during the pandemic. What optimizations have you performed for our retail clients that have been the most successful?
The most important thing for local businesses to do at this time is keep their local listings updated. Potential customers are using proximity searches (those that contain “near me”) now more than ever, and you want to take up that space in their search results. We have made sure our clients update their business hours, have COVID-19-related information readily available, and are communicating to customers through reviews. We keep track of all of these items, and more, with our platform, Raydeus. Raydeus combines all the most important aspects of local search into one easy-to-use dashboard that we share with our clients.
How do you stay up-to-date on digital media best practices, which must be challenging since they are always changing?
I try to start my day with a few industry articles. Some of my favorites include “Search Engine Journal” and “Search Engine Land.” This is the best way, for me, to keep up-to-date with the day-to-day changes in the search marketing community. While a little more difficult to do during a pandemic, I also try to attend local conferences to hear from industry experts and learn how they have found success for their clients. Thankfully, virtual conferences are now happening and I was recently able to attend a Local Search Summit for three days – from my desk! I learned all about optimizing your Google My Business listing and how to make all your marketing efforts work together. Be sure to UTM your links!
What are you most looking forward to next year?
Google announced this summer that they will be rolling out the Page Experience update in the new year. This means on-site user experience will likely be more important than ever. The update will take into account metrics that our team already measures and monitors, so we are prepared (but excited) to learn as more information becomes available. When we help clients redesign their sites, we like to consider their KPIs (key performance indicators) and how to drive consumers in the right direction. Want them to fill out a form to convert them to a lead? You’ll want to have a form that is both easy to find and easy to fill out. Of course, as COVID-19 did in 2020, something else can swoop in to change your whole plan for the year. Regardless, I’m excited to see what 2021 will bring.