Adam Dorfman

  • Why location marketers need to embrace whimsical, visual storytelling

    Recently, Facebook and Google made announcements that show how important it is for businesses to think visually with their location marketing. On April 10, Google rolled out a better way to do search using images: a “similar items” feature that makes it possible for people to use images to find items that resemble a product that interests them (for instance, you can use a ph ...

    Adam Dorfman/ Search Engine Landin SEO- 17 readers -
  • 10 ways to improve your business locators

    How often do you review your store or professional locator to make sure it is up to date and optimized to convert on the KPIs that matter most? After all, anyone who is visiting your locator is already interested in your brand. Your job is to use your locator to turn that consumer intent into a purchase or lead, as successful online shopping carts do.

    Adam Dorfman/ Search Engine Landin SEO- 21 readers -
  • Why data amplifiers matter in a world of omnichannel discovery

    In my October Search Engine Land column, I discussed the rise of data amplifiers — or data aggregators (such as Neustar) and publishers (such as Google) that share a business’s location data across the digital world, where people conduct “near me” searches. I believe data amplifiers will become even more important in 2017 because of the impact of the on-demand, omnichannel consumer.

    Adam Dorfman/ Marketing Land- 18 readers -
  • Why data amplifiers matter in a world of omnichannel discovery

    In my October Search Engine Land column, I discussed the rise of data amplifiers — or data aggregators (such as Neustar) and publishers (such as Google) that share a business’s location data across the digital world, where people conduct “near me” searches. I believe data amplifiers will become even more important in 2017 because of the impact of the on-demand, omnichannel consumer.

    Adam Dorfman/ Search Engine Landin SEO- 20 readers -
  • How brands can win with omnichannel discovery

    Omnichannel marketing is not new, but the concept continues to fascinate writers and practitioners alike, myself included. That’s because consumer behavior keeps changing, and businesses need to be responsive to these changing behaviors so that they can continue to be found. While brands used to worry about coordinating their marketing across different channels, now they nee ...

    Adam Dorfman/ Search Engine Landin Social SEO Google How To's- 20 readers -
  • Is your location data being held hostage?

    Paying to have your location data directly managed on tier-two directories is like buying Twitter followers: you might think you’re buying more visibility, but ultimately you’ll waste your money and effort. The recent experience of a healthcare provider illustrates this point vividly. Not all directories deserve your attention A directory becomes “tier-two” when it lacks visi ...

    Adam Dorfman/ Marketing Land- 20 readers -
  • Is your location data being held hostage?

    Paying to have your location data directly managed on tier-two directories is like buying Twitter followers: you might think you’re buying more visibility, but ultimately you’ll waste your money and effort. The recent experience of a healthcare provider illustrates this point vividly. Not all directories deserve your attention A directory becomes “tier-two” when it lacks visi ...

    Adam Dorfman/ Search Engine Landin SEO- 21 readers -
  • Don’t let your business play possum with local search

    For brick-and-mortar businesses, proximity to the searcher’s location has become even more important as a ranking signal thanks to a Google algorithm update nicknamed Possum. With the Possum algorithm change, Google is continuing down a path it has been traveling for quite some time, which is the merging of local and organic ranking signals.

    Adam Dorfman/ Search Engine Landin SEO Google- 28 readers -
  • Google injects more context into micro-moments

    More than a year has gone by since Google introduced the concept of micro-moments, which Google defines as times “when people reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something.” Micro-moments constitute a consumer behavioral shift with implications for businesses ...

    Adam Dorfman/ Search Engine Landin SEO Google- 24 readers -