Adam Dorfman

  • 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- 9 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- 12 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- 10 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- 19 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- 9 readers -
  • Why Google is mining local business attributes

    When checking into places on Google Maps, you may have noticed that Google prompts you to volunteer information about the place you’re visiting. For instance, if you check into a restaurant, you might be asked whether the establishment has a wheelchair-accessible entrance or whether the location offers takeout. There’s a reason Google wants to know: attributes.

    Adam Dorfman/ Search Engine Landin SEO Google- 13 readers -
  • As search changes, Google changes

    Everything we know about search is changing fundamentally. An explosion of devices and technologies continues to shape how and where we search. The notion of jumping onto our laptops and typing search terms on Google.com feels increasingly quaint — something the search giant is sensing and responding to. Advertisers need to, as well.

    Adam Dorfman/ Marketing Landin SEO Google- 19 readers -
    Earlier about the same topic:
  • As search changes, Google changes

    Everything we know about search is changing fundamentally. An explosion of devices and technologies continues to shape how and where we search. The notion of jumping onto our laptops and typing search terms on Google.com feels increasingly quaint — something the search giant is sensing and responding to. Advertisers need to, as well.

    Adam Dorfman/ Search Engine Landin SEO Google- 24 readers -
  • How Google Is Inventing A “Near Me” Future

    In recent months, Google has made significant moves to invent the future of location marketing. The mobile-friendly update hastened the evolution of location marketing into mobile location marketing. The launch of the Google My Business API underscored the importance of location data as the foundation of location marketing.

    Adam Dorfman/ Search Engine Landin SEO Google How To's- 15 readers -
  • Six Trends Shaping Location Marketing In 2016

    How should businesses think about location marketing in 2016? With more than 50 percent of all computing currently being done on mobile devices, I believe location marketing is on the cusp of exploding into something new: Becoming the foundation for all marketing. The increasingly strategic value of location data and the strength of mobile will make local marketing more of ...

    Adam Dorfman/ Search Engine Landin SEO Google Facebook- 26 readers -