Your weekly roundup of all the important new stuff in local marketing.
Last year, augmented reality reached a special attack level by powering up with Pokemon Go. The game was downloaded a monumental 500 million times, and helped to promote local-store traffic, as local businesses were able to tie in the location-based game to their own marketing. However, after a winter decrease in the number of users, Niantec have released 80 new monsters for users to catch. The Gold and Silver games from previous generations have been deployed into the game’s engine, allowing local businesses to once again tap into the desire for consumers to catch em all.
Google is bringing back emojis in search results, reports Search Engine Land. Emojis were disabled for search engine results in mid-2015, after Google concluded they were open to manipulation and results skewering. Now, however, the search giant has done a 180-degree turn, and decided to include them when relevant. This may not have enormous consequences for local businesses, but may reopen the doors for a playful approach to SEO.
From the Google search blog: ‘Starting today on Google Search, you can find fun facts about living creatures from around the world, making you the most interesting person at the dinner party or the reigning champ at trivia… Ask for a fun fact about something (think plants, animals, fruits and veggies), and ta-da! A trivia tidbit is delivered right at the top of your search results.’ For local businesses, this means trying to understand what consumers want to know about your products - the fact Google has included this in results shows customers are interested in trivia. Give them some about your products through your real-world marketing too.
Google has bulked up its responsiveness to user questions, by placing the ‘people also ask’ featured snippet box more prominently on the results page, when a user asks a question. Local businesses can directly benefit from this by featuring their product or service as much as possible as a response to questions. Find the questions people are asking about your product on forums such as Quora, and actively respond. This will help you appear more prominently in results when users ask a question.
Image: Dallas Mclaughlin
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