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Toronto Internet Marketing Agency: Inbound & Content Marketing, SEO, Adwords – Fruition InteractiveWhy Fruition Interactive? While Google’s two big search algorithm updates –  Penguin and Panda – captured a lot of headlines in 2012, there have been some other, lesser-known changes to the way the search giant tabulates and displays search results this year, that may have an even bigger  impact on your business’ search traffic and Internet marketing.
In particular, Google has made a bunch of gradual changes to the way they display local search results that, taken together, are starting to have a big impact for online marketers. These small differences can make a big difference in terms of how people interact with your search listing. We’ve seen some cases where local listings get only a fraction of the click-throughs that a normal organic result would get on the same page.
But we’ve also seen cases where local listings can drive a huge response in terms of click-throughs as well as calls and foot traffic.
But if I’m searching for “lawyer toronto” there are a bunch of factors that are way more important to me – like, are they any good?
Up until recently, if you had a high-ranking Google Local listing and a high-ranking organic search result both results would appear on page one of Google for the given search.
And at the same time as they’ve introduced that change, they’re also reducing the number of results per page for many searches.
For many companies, this change means they’re suddenly less visible on Google than they used to be for important search terms – either because they have lost a double listing or because they were ranked 9th or 10th for a search and got bumped from page one altogether. There’s no real way to influence whether Google displays both your organic and local results or just one or the other for a given search term. I’d actually go out on a limb and expect that all search results pages with blended local and organic results will be controlled by similar rules in the not-too-distant future.
If you’re losing traffic as a result of changes to the Google search results pages, you may need to bite the bullet and buy ads – or allocate more budget for ads – on affected keywords. Make sure this you do this in a way that is in line with your overall AdWords strategy, though, to get the most bang for your buck.
What I’ve seen, though, are situations where click-through rates are just way lower for even well-optimized Google Local results compared to similarly-ranking organic results for the same business.
People just respond differently to local results than they do to organic, and that’s not always a good thing. In situations like that – where your top-3 ranked Local listing has bumped your top-3 ranked organic listing under the new rules and you’re losing qualified visitors – I do think it can make sense to back-stop some of that loss with PPC. If we rank high on google local for 60 keywords and our address changes to an address 3 miles away but name, number stay the same will the effect our ranking on google local? Based on our experience, it shouldn’t make a huge difference, although I say that with the usual caveat that Google is never particularly transparent about the specifics of rules they apply and they reserve the right to change those rules at any time.

You’ll want to keep in mind that an address change can take a while for Google to validate and process.
Fruition Interactive helps you get in front of your target audience, so you can start generating results from your online marketing.
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There are so many success stories you will hear about businesses making it good in the internet. When it comes to your website, extra attention should be paid to every minute detail to make sure it performs optimally to serve its purpose. Search Engine Optimization, also called “Search Engine Marketing,” can seem daunting at first. For instance, if I’m searching for “toronto restaurants” a lot of the time the proximity of the restaurant to where I am or where I’m planning to be is super important – I’ll chose the best resto, with the kind of cuisine I’m in the mood for, from within the 4 or 5 blocks around my location. Now, chances are increasing that Google will only display either your normal organic result or your Google Local result – not both. So instead of showing 10 organic results plus local results, they’re showing 7 or 8 organic results plus the local results. Make sure it’s as high-ranking as possible and that it conveys as much positive information about your business as possible. For instance, if you’ve got a maximum cost per lead that you can spend to profitably acquire a new customer, keep an eye on that cost as you add keywords or budget to your campaign.
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However, I’m a little wary of additional AdWord plans to supplement what keywords that are on the decline due to the new Local Search results. We were holding a #2-3 ranking nation-wide, and then we got booted off to local search in the location we’re currently in. Fruition's Organic Search Engine Optimization (SEO), Pay Per Click and online display advertising services are designed to maximize your ROI. It needs to engage people to take the next step towards becoming your loyal and valued customer. We have been working for over a year now and Fei and her team have provided unmatched Internet Marketing services to help our company gain more online presence and exposure, taking care of our company's brand expansion on the internet and have helped us with our success in the competitive marketplace online and offline.
The troubling thing is, there are maybe a tenfold or even a hundredfold of stories contradictory to theirs. Here are seven important rules of thumb to observe to make sure your website performs well. Google has rolled these changes out in other markets – Japan, and to a lesser extent, the US – before hitting Canada. An accomplished marketer, focussed largely on inbound marketing strategies, he has worked with enterprise clients such as Scotiabank, Bacardi Canada, Johns Hopkins University, Rogers Broadcasting and the Ontario Ministry of Citizenship as well dozens of small and mid-sized businesses. With that said I do see how people would be wary of local listings thus decreasing CTR’s and will for sure be taking the above into account. Fruition helps you get the right content to the right people at the right time to influence their decisions and turn awareness into demand.
Call it what you want, but the fact is increasing lifetime client value is the most cost-effective way to grow your business. We help you find ways to reach your customers by doing a Market Research for your target audience.
He's been a member of the University of Waterloo, Stratford Campus' Advisory Board since 2014, an online marketing columnist for Technorati since 2011 and a contributor to Business2Community since 2014. Fruition helps you grow lifetime value from your base with highly targeted email marketing, social media marketing and more.

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