Ben Douglas of H&R Block on Local SEO скачать в хорошем качестве

Ben Douglas of H&R Block on Local SEO

Pubcon video content producer Vanessa Zamora sat down with H&R Block SEO marketing manager Ben Douglas at Pubcon Las Vegas 2011. Douglas, who was a first-time speaker at Pubcon, said he met a lot of new people and heard many new ideas at the conference this year. As an SEO marketing manager in a competitive field, Douglas said that in order to stay ahead of the competition H&R Block must continually gauge what their competitors are doing and ensure that to the best of their ability they are countering on a regular basis. H&R Block offerings are seasonal, so everything requires a lot of strategic planning and needs to get done in preparation for tax season, otherwise it has to wait, Douglas continued. During the "national company local focus panel" at Pubcon, Douglas said a significant point shared was that the use of aggregators to get local listings out into the Internet Yellow Page (IYP) space is worthy of attention. A lot of companies feel that site search that allows users to look for them on a local level is enough, but it's really important to have a presence not only in the search engines, but also in the IYP space because that is where users are going either through applications or regular searches to find a lot of their local information. Douglas said it's also important to use aggregators like Localeze or AXIOM, which bundle locations together, and put them in a place where all the IYP providers can easily find them, and to then include them in their organic listings. With regards to the recent Google Panda search engine update, Douglas said that H&R Block evaluated what was happening internally and to its competitors. The thing that is generally true about most Google updates, according to Douglas, is that if good content is present, a company doesn't have to worry too much about any particular update. To conclude, Douglas shared the best piece of advice he heard at Pubcon Las Vegas. During the "getting the most out of your agency" session he said a speaker suggested that companies need to ensure a hired agency has the ability to do the work requested by providing clear guidelines in order to accomplish the intended outcome.