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How Public Web Data Helps Small Business SEO Strategies

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How Public Web Data Helps Small Business SEO Strategies


This post was sponsored by Bright Data. The opinions expressed in this article are the sponsor’s own.

SEO is a never-ending battle that has everyone vying for the top spot, both literally and figuratively.

The competition between marketing teams across the world has changed the way consumers seek out and buy products and services.

SEO has also changed the overall marketing strategies of small and large businesses alike.

But the search engine tides tend to veer and change direction constantly, especially when it comes to keywords, backlinks, and popularized content.

These changes present constant challenges, even to industry veterans.

Good news is on the horizon.

There is a transformation underway to provide increased clarity to the SEO picture.

That transformation can be accessed through public web data.

What Is Public Web Data?

Public web data is any information that is publicly available online.

This can be easily collected, then used to establish a marketing dataset that informs a successful strategy.

For example, a new company in the field of Customer Relationship Management (CRM) may want to collect web data that informs them on:

  • Other companies that are operating in the same field.
  • Consumer sentiments, shared on social media channels, about the company or a specific product.

These pieces of information are then used to power algorithms, answer business questions, and compete with other businesses.

As such, public web data can be deemed as a mass collection of public information that shows how general audiences navigate the web and make decisions.

Screenshot from Bright Data’s Data Collector, June 2022

How Does Public Data Help My SEO Strategy?

Public web data helps guide your SEO decision-making by helping to develop strategies based on correct and live information from various sources and regions.

This ensures you aren’t basing critical SEO strategies on outdated or incorrect samples of data.

As a result, you are able to stand out and get ahead of your competitors – something that is critical to success.

For Small Businesses: Public Web Data Provides A Competitive Edge

With savvy tactics, small marketing teams can take on large retail conglomerates like Walmart, Best Buy, and Target.

So, how can smaller teams stand out?

By using public web data to help inform and analyze your SEO strategy, you can:

  • Track your search ranking positions in real-time.
  • Perform competitor analysis.
  • Identify new linking opportunities.
  • Track the changes in your search engine ranking relating to your competitors.
  • Uncover trends for particular keywords, descriptions, or links.
  • Optimize advertising campaigns.
  • Uncover duplicate data affecting search positioning.

The real-time, competitive insights that public data brings can help you fully understand what users, or your targeted audience, see when searching for available offerings.

You can use this data to revamp on-page and off-page SEO strategies.

It also provides keyword and backlink intelligence to identify further areas for optimization.

Empowered with this information, you can create and manage more effective content that generates organic traffic from search engines.

What may be even more important is that public web data allows you to see where you rank in search engines all over the world.

Vast amounts of public information are restricted, and companies are often unable to view certain content based on geographical location or device.

Data being available is only half the story. You could try and parse it yourself, but data requires infrastructure to collect, structure, and interpret.

As a result, to monitor SERP rankings worldwide, marketing teams need access to public web data collection services.

These can be utilized to geo-target and automate the collection of data, which ultimately saves you valuable time and resources and helps you make informed and successful decisions surrounding your content output.

How To Find Public Web Data

How Public Web Data Helps Small Business SEO StrategiesScreenshot from Bright Data’s Data Collector, June 2022

Bright Data, the world’s #1 platform for data-driven SEO, is a great resource for public web data.

Through public web data for SEO, Bright Data is helping companies rank higher than their competitors, track their SERP positions in real-time, locate untapped backlink opportunities, and create content that resonates with their customers.

As the industry leader, Bright Data is relied on by companies to revolutionize their on-page and off-page SEO strategies, as well as optimize their paid campaigns and reduce cost per click.

Marketing teams globally turn to our platform because it offers:

  • The highest quality, most reliable web data.
  • The most advanced, fast, and flexible data products and tools.
  • The best network and platform uptimes.
  • Unlimited scale and customizing possibilities.
  • A transparent and enterprise-friendly infrastructure.
  • Minimum in-house resources needed by companies.

In addition, utilizing Bright Data’s platform and analysis allows marketing teams to increase the visibility of their apps and ecommerce products for any search platform – regardless of location.

As a result, companies gain valuable insights into new and old competing brands. They’re also enabled to automate, improve, and track keywords.

Make It Easy To Use Public Web Data To Navigate SEO

If you don’t have the infrastructure to properly handle data about your audience and competitors, you might be operating without all the information you need for success.

SEO is not a transparent discipline, so you need every edge you can get.

It can feel like you’re sailing your ship into foggy waters, hoping, but not knowing if you will eventually hit land on the other side.

For marketers to truly be successful in today’s overly saturated market, visibility is key.

You can read as much as you like about SEO best practices, but you won’t know what is and isn’t working about your content until you test and analyze it.

Organic SEO is your key to visibility, content is your key to SEO, and public web data collection services are how you plan, evaluate, and implement the most effective content.

Speak directly with Bright Data’s VP of Brand Marketing & Communications Keren Pakes on LinkedIn and find out how your business can achieve SEO success using public web data.  

For more information on how web data collection can help your business, please visit Bright Data.


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10 Key Steps To Ranking Higher In Google Maps

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10 Key Steps To Ranking Higher In Google Maps


You’re searching for a lunch spot in an unfamiliar neighborhood, or you need a mechanic to assist with an unexpected flat tire.

Where do you look?

If you answered Google Maps, you’re not alone.

These days, many of us are turning to Google Maps to discover local businesses and make more informed buying decisions.

So how can local businesses rank higher in the place consumers are increasingly looking to purchase local products and services?

Here are ten steps to take in order to rank well, drive more traffic and secure more customers via Google Maps.

1. Claim And Complete A Google Business Profile

The first, crucial step in establishing visibility in Google Maps is claiming and optimizing your Google Business Profile (GBP – formerly known as Google My Business or GMB).

You can do this by simply searching for your business name on Google or Google Maps and verifying your listing if you have not already done so.

Once you have a listing and are logged into your Google account, you can now edit it, even from directly within the search results.

Screenshot from Google Business Profile, June 2022

Being a Google property, GBP provides a primary signal to Google of your business’ existence – and the information here is assumed to be accurate and up to date.

Google will cross-reference these details with those it finds on your website and in other local directories and resources; more on the importance of these in a moment.

2. Post Linked Content (Including Photos)

After you’ve claimed your GBP listing, your work is only partway done.

Google rewards active businesses with higher visibility in Google Maps, so it’s important to post regular updates to your GBP profile.

These updates may and should include special offers, hosted events, links to relevant blog posts, or general business updates.

Posting photos to Google Business ProfileScreenshot from Google Business Profile, June 2022

Where possible, incorporating photos into your updates is also encouraged, as visuals are more likely to boost viewer engagement in terms of shares or clicks.

You should also be including links in your posts, ideally to primary product or service pages on your website.

3. Optimize Your Web Presence For Local Organic Search

If you want to rank well on Google Maps, you should ensure your web presence, including your website and external content, is optimized for your local audience.

You can start by performing a local SEO audit to identify where you need to focus your attention from a keyword, content, and linking perspective – as these are the three primary components upon which a presence is built.

Your website needs to be properly structured to enable Google to easily crawl and index your content, and the content within your site needs to be rich with relevant, locally-oriented, intent-driven keywords and logical internal and external links to the answers your audience is searching for.

Google rewards websites that lead searchers to answers in as few clicks as possible.

Websites must also load quickly and provide seamless navigation, regardless of device.

This is particularly important at a local level, as searchers increasingly begin their quests on their phones.

4. Use Local Business Schema

When it comes to structuring content, and especially business details, Google and other search engines prefer standardization – which has led to the development of schema.

Local Schema enables businesses to wrap code around their content to make it easier for Google to crawl and index.

Local business schema covers many of the same business details captured in a Google Business Profile, which Google will naturally cross-reference.

The easier it is for Google to validate your location, the more likely your business is to show up prominently in Google Maps.

5. Embed The Google Map On Your Contact Us Page

While it’s not explicitly stated that embedding a Google Map in your website will make a difference in terms of where you rank in Google Maps, it’s not far-fetched to assume this is Google’s preferred format.

Here again, Google is able to ensure a consistent user experience for its searchers, which should likewise be the aim of any business looking to please its customers.

6. Mine And Mind Your Reviews

Any business can create a GBP listing, ensure its basic business information is up to date, and post plenty of relevant, local content.

However, another critically important factor in determining if, and where, a local business shows up in Google Maps is customer reviews.

Reviews on Google Business ProfileScreenshot from Google Business Profile, June 2022

Google pays close attention to both how many reviews your business obtains, and how active it is in responding to those reviews, regardless of whether they’re positive or negative.

Any business naturally wants to limit the number of negative reviews it receives and all negative reviews should be dealt with swiftly.

This can actually become a valuable way of displaying your business’ commitment to customer service.

While there are many places customers can leave reviews online, including Facebook, Yelp, and other industry-specific review sites, reviews on GBP profiles will carry more weight when it comes to Google Map rankings.

Consider proactively asking your customers for reviews soon after you’ve successfully delivered a product or service when a presumably positive experience is top of mind for their customers.

There are services available to help automate review requests (via email or text) once certain on or offline customer actions have been completed (e.g. appointment completed, invoice paid, etc.) and review management across multiple sources through a central dashboard.

Automation can save busy local businesses a lot of time, and ensure positive reviews flow in on a regular basis.

7. Update Your Local Listings/Citations With Your NAP

The three most important pieces of directional information on your GBP, website, and across the web are your Name, Address and Phone Number or NAP.

It’s critical for both Google and your audience to have your NAP consistent and accurate across all of these sources.

These references to your business from third-party sites are also called citations.

To find and ensure your NAP is up to date, you can start by simply searching your business name and noting all of the places your business details can be found.

Check each instance and reach out to each directory or website owner to update this important contact information, as needed.

There are also free and paid automated local listings services, which will enable you to identify and update your NAP, along with other important business information like your website URL, services, or even relevant images, from one central location.

8. Build Local Backlinks

Backlinks or inbound links are effectively an extension of our NAP strategy, whereby you look to have relevant, local third-party websites link to your primary website pages.

Backlinks can validate your business from both local and product/service perspectives.

If you maintain listings with links in local directories, you will want to ensure those listings are in the proper categories, if category options are offered.

Ideally, these links to your website are “follow” links, which means Google will follow and recognize the source of the link to your content.

Most directories realize the value of “follow” links and therefore charge for inclusion, but you should also look for opportunities to secure links from other non-paid sources such as relevant partner, industry or service organization sites.

9. Engage With Your Community

Just as Google rewards GBP activity, it also pays attention to how active a business is within its community as a means to establish its local presence and authority.

Businesses noted to be engaging with local service organizations (e.g. Chambers of Commerce, charities, or sports groups), sponsoring local events, or partnering with other prominent local businesses are naturally deemed to be a thriving part of the community.

Engagement can include publishing and/or promoting linked content e.g. event announcements, partner pages tied to these partner organizations, and, of course, physically engaging and perhaps getting mentioned/linked in local news stories or other publications.

10. Pay Attention To The SERPs And The Long Tail

If you are going to optimize any aspect of your local web presence, you will want to monitor your progress in terms of whether or not and where you rank within Google Maps and the regular search engine results pages (SERPs) based on the keywords you are hoping to be found for.

You can perform your own manual Google searches (preferably in Incognito Mode and while not logged into a Google account), or you can choose from a number of rank monitoring tools, many of which enable you to specifically filter out Map rankings.

When considering which keywords to follow, be sure to consider and include local identifiers and qualifying keywords such as “near me,” “best,” and “affordable” – e.g “auto body shops near me,” “best auto body shop in Barrie,” or “affordable auto body work.”

Three, four, and five-keyword phrases like these are considered long tail, which means they may not have significant local search volume – but these volumes can add up, and any local business is well advised to focus on topical groups of related keywords rather than chasing more competitive phrases.

In time, if you’ve truly established your business’ local authority, the short tail top rankings will follow.

Put Your Business On The Google Map

So now, with your laundry list in hand, be like Mike and put your local business on the map.

Establishing your authority and expertise online is not really all that different from how it’s always been in the real world, but it can take time, as any real relationship should.

Google rewards those businesses that provide the best answers to their customers’ questions, deliver solid products and services, take an active role in their local community, have their customers say nice things about them, and provide a high level of customer service at all times.

If this describes your business, get out there and do it.

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Featured Image: BestForBest/Shutterstock





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Google Outdoor Play Area & Outdoor Games

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GooglePlex Outdoor Play & Games


Here is a photo from a spot at the GooglePlex where Google has set up a nice and comfortable outdoor play area with outdoor games.

This was shared on Instagram who posted “fun times at work.”

This post is part of our daily Search Photo of the Day column, where we find fun and interesting photos related to the search industry and share them with our readers.





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Turn Dry Data Into Rich, Relatable Stories With These Tips

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Turn Dry Data Into Rich, Relatable Stories With These Tips


One of the best things about being a content writer is that no matter the topic, we have a lot of insights at our fingertips. You can use it to provide perspective, validate ideas, give more context, etc.

Of course, all that data also is one of the worst things for a content writer. How do you dig out the story behind the numbers without getting buried under the mountains of facts and stats?

At Stacker, we shape our newswire stories around data and use it to drive all our storytelling. We’ve found the best-performing articles – regardless of topic – share similar strategic data-centered approaches. Here’s some of what we learned by creating data-driven content that engages audiences and earns links from other sites.

Go local and meet readers where they are

A story tailored to a region, state, or city feels instantly relatable and captures the attention of readers’ living in that geographic area. In fact, 71% of our publishing partners say their most-prioritized stories have local news angles.

Narrowing data-driven stories to a state or metro level may seem limiting. Content writers think the more hyper-focused a story, the smaller the reach. But presenting localized data doesn’t have to be an either-or choice.

#Content writers can use data to give stories both a hyper-local and national appeal, says @Stacker’s Elisa Huang via @CMIContent. Click To Tweet

CNBC didn’t make a choice in their story about how much the top 1% of U.S. households earn each year. It mentioned the broadest geographic figure – the national number ($597,815 a year on average). Then it detailed the average for each state, from West Virginia’s $350,000 to Connecticut’s $896,490.

CNBC gives its data-driven story national and hyper-local appeal.

One of our top-performing stories for a brand partner looked at the rural hospitals most at risk of closing. It broke down the status of rural hospitals over 43 states, then distilled local versions that would feel most meaningful for targeted audiences from California to New York.

Takeaway: Data at a state- or city-level can have local appeal while still connecting to a newsy national trend. It also opens up your content’s promotion potential to national and local news sites.

HANDPICKED RELATED CONTENT:

Host a hometown showdown by comparing data

People love comparing their corner of the world with others. A recent Redfin report found an unprecedented 8% of U.S. homes are now worth at least $1 million. The story didn’t just reveal the top five or 10 cities but ranked 99 so readers can see how million-dollar neighborhoods compare to other million-dollar neighborhoods.

In this snippet of the comparison content, six of the cities are in California – half of which have a 50% or greater share of homes worth at least $1 million in 2022. Other cities at the top of the list include Honolulu, Seattle, and New York City.

A snippet from Redfin’s story that ranks home price data by state.

When people can see their cities’ results juxtaposed with others, it puts the information into a more powerful context. Ranking stories, such as states with the lowest income taxes or the cities with the highest rent, often perform well.

Ranking stories – where readers can see how their locale compares to others – perform well, says @Stacker’s Elisa Huang via @CMIContent. Click To Tweet

Writing headlines with phrases like “highest-to-lowest,” “biggest increase,” and “lowest-priced” also signals to readers the underlying numbers-driven methodology used in the content. They not only reinforce the data-first approach, but they build confidence in the prospective reader that the content is powered by data, not opinion.

Takeaway: Use data-driven rankings to tap into readers’ curiosity by showing how their region compares with others in timely trends.

Let time tell the story by thinking past the latest data

Many content creators understandably focus on building a story around the latest numbers or study results to be relevant and trendy.

But pulling in a bit of history through older data sets can add a richer dimension to the storytelling. Not only does historic information add more context to the latest data or breaking news, but it helps the piece become more evergreen. Long after a news headline fades, readers may be still interested in the richly layered content.

Historical data can lead to a more relevant story today, says @Stacker’s Elisa Huang via @CMIContent. #ContentMarketing Click To Tweet

We did this with a story about how commuting in America changed over the past 50 years.

Stacker used historical data to highlight how the American commute has changed over time.

Without adding historical data, it would have been impossible to highlight that the average length of work commutes has increased 10% since 2006. This contextualization offers a perspective that wouldn’t be possible by only detailing the current average commute time.

Self, a credit-building app, mapped poverty levels state by state using data from the U.S. Census Bureau. Instead of just mapping the country with the latest poverty rates for each state, the story also charted the rates over time. With this valuable context, readers could see how states’ poverty rates rose and sank after natural disasters, financial booms and busts, and ultimately COVID-19, giving a more thoughtful story that identified contributors to those poverty rate changes.

Georgetown University’s Center on Education and the Workforce tackled the value of higher education with another data-centered approach: It looked at the salaries of college graduates in 10-year increments since their enrollment. The findings, picked up by Yahoo! Finance and others, assessed how many decades it took for a student to earn a return on investment on the cost of their college.

Takeaway: Using data over time can add richer context to what numbers mean today – and make the content feel more evergreen.

Liven up humdrum stories with different data filters

Data-driven stories emphasize relatability – they can connect better with your audience and often present a new angle that stands out from your same old story approaches. You can find local angles, make a comparison, and use historical data to provide unique context.

Unsure what data to start with? Poke around government sites like the U.S. Bureau of Labor Statistics and the Department of Education. They can be great places to dig into and see how national-level data looks when filtered across industries, career fields, household incomes, metropolitan areas, and more. By adding focused data to your content, you can tell stories that feel more personalized – and meaningful – to your readers.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute





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