In 2002, I was visiting my company’s office in London when I encountered something I’d never heard before. When somebody’s cell phone rang, it rang with a unique ringtone (mostly the Spice Girls) and not the traditional mobile phone ring.
I’d never heard this before and I thought it was really cool. So, I brought that concept back to the USA and started two of the first online downloadable ringtone sites – Ringingphone.com and Monstertones.com . At first we concentrated our marketing on pay per click sponsored listings, but given the inexpensive cost of a ringtone, it was difficult to show a positive ROAS with PPC.
So, we turned to SEO as the main provider of website traffic. We soon noticed that when people searched for ringtones, they usually searched for their favorite artist plus the keyword “ringtones.” So, we began building out content related to each of the most popular artists that we sold ringtones for. (50 Cent’s “In ‘Da Club” was our top selling ringtone) The business became a smashing success with over 60,000 members of the ringtone club paying $9.99 per month to be members.
Three decades later, I’m still a huge advocate of SEO. Throughout that time, there always have been many changes in the SEO business based on Google’s many Google Core Updates. Often, those updates from Google were based on service providers finding loopholes and black hat tactics that could artificially manipulate traditional business listings in their client's favor. In all cases, however, those shortcuts didn't last long. There's a lot of smart people working at Google and they want to provide the best search results possible. Hence, those shrewd tactics, while successful for a short time, were usually eliminated in a matter of a few months based on the new algorithm.
The past two years have represented the largest change in the SEO world that I've ever witnessed. This has led to some experts saying that SEO is dead, but I think just the opposite: it is more alive than ever. It’s so alive in fact, that we no longer refer to it as search engine optimization, but as "search everywhere optimization." That's because a single SEO tactic, such as link building, likely won't work anymore.
Today, 64.82% of all searches result in "zero click searches" thanks to the AI that is atop the Google search results. The fact is that you can get the information you need from the AI; no need to click on the sponsored results or the traditional business listings below. Zero click searches have been the game changer for SEO over the past two years.
Today, if you are getting the same amount of traffic from Google search results as you got two years ago, you are doing a great job. Most businesses and organizations are seeing a decline in click and tap (mobile) through traffic as there’s simply less of them today.
So, what is a local business to do?
Let’s start with social media marketing. After all, it doesn’t have a direct hard cost associated with it, although it does have a significant labor soft cost if done correctly. Social media platforms are not direct ranking factors for Google search, but they act as powerful, indirect signals to boost visibility, traffic, and brand authority. Key platforms that rank well in Google search results and drive SEO value include YouTube, LinkedIn, Facebook, Instagram, TikTok, and my most recent favorite, Reddit.
When we say indirect ranking factors, we see social media as driving additional traffic to websites and the more traffic you have, the more likely that Google will see that your content is valuable. By having a strong social media presence, your business will also get more branded searches on Google which is seen as a positive SEO ranking factor. Finally, Google has long stated that backlinks are a contributing factor to search rankings. While links from social media are indeed usually "no-follow" links, the viral content it provides can lead to additional "do-follow" links from other third party websites which is a major, and confirmed direct, ranking factor.
Now, if you want to increase your site optimization, what social platforms are most important? While I'd suggest that they are all important, Google Business Profile (GBP) and YouTube are likely the most important. Google treats these platforms as trusted sources to provide users with direct, engaging, and trustworthy information, effectively ranking your website content higher. It’s no surprise, of course, that GBP and YouTube are owned by Google!
Make sure that your Google Business Profile has EXACTLY the same NAP (name, address, phone number) that is on your website. And, remember that Google Business Profile is not a once and done exercise. Continue to update it with content, including images and videos, so that there is always something fresh to be found there. Google likes sites with constantly changing information. The more often you add new content, the more often that the Google BOTs will return.
As for YouTube, let’s face it, video is always going to be more interesting than word content. We are all lazy and will prefer watching a video to reading content, regardless of how great your writing might be. Be sure to optimize your YouTube video description and headline with important keywords so your content is found in search and especially for the AI searches that are atop the search results.
Reviews are another key factor for you to include in your search marketing plan. Google wants to recommend businesses that are well respected and endorsed by consumers. There are services available that will send emails and text messages to your database of current and past clients. If the clients give you a positive review of 4 or 5 stars, it will allow the review to proceed to the third party review sites such as Google Business Profile, Facebook, YELP, or niche review sites that serve your vertical market. In the unlikely event that you get a poor review of 1 to 3 stars, the review is intercepted before it hits the third party websites. It is then sent to you where you can hopefully solve the problem that the customer had.
For most products, consumers like to work with local companies. That's where local SEO comes in to play for your business or organization. In recent years, there has been a proliferation of "near me" searches as mobile has become the dominant form of search. Your business needs to be listed when somebody in your geographic area performs such a search, as it's a home game for you. The best way to ensure “local pack” listings is to use a directory listings service. It will ensure that your address and phone number is correct on the prominent listings sites that you are familiar with and on some lesser known sites that contribute to Google's understanding of your business and its geographic location.
The marketing rules for businesses have evolved. Don't get behind outdated tactics that rely on shortcuts and attempting to manipulate the search rankings. Instead rely on content that your target will be interested in searching, viewing, reading, and engaging with. Businesses that embrace a "search everywhere" mindset will be the ones that continue to show up and win both online and on the showroom floor.
Meet the Author
Bob Bentz
Bob Bentz is an adjunct professor at West Virginia University where he has taught the graduate level course in Mobile Marketing since 2020. In 2024, he was named the recipient of the Alexia Vanides Online Teaching Award for outstanding instruction in the WVU IMC program. Prior to that, he was an instructor in the graduate program at the University of Denver for five years. He has published three marketing books, including Relevance Raises Response. Bentz is the president of Purplegator Marketing Agency & Consultants. In 1989, he founded Advanced Telecom Services which grew to $62.2 million in annual sales with offices in five countries. Bentz is a long time baseball coach who has coached seven players who went on to play professional baseball, including one who was a Major League All-Star. Bob and his wife are active in dog rescue and they have fostered 63 dogs until they have found their “furever” homes.
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