Study Notes
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Digital Marketing - Study Notes:
Impact on search rankings
Local reviews have a direct impact on local search rankings, so it’s important that your business acquires them. Reviews are a critical area through which to drive incremental traffic to your site.
It’s worth mentioning that this doesn’t just mean Google reviews. You’ll also want to focus on getting reviews on your Yelp page, along with other local directories.
It may be difficult to do, but it is important to encourage customers to review your business and to be completely transparent. If a customer leaves a bad review, rather than letting that damage the business’s reputation, reply to the negative review constructively and address the customer’s complaints.
Some statistics to note:
- 90% of consumers say their buying decisions are influenced by online reviews
- 86% say buying decisions were influenced by negative online reviews
Digital Marketing Resources:
Shane Lyons
Shane Lyons is head of Search & Analytics at Mediaworks, an award-winning media and communications agency. He has been working in Digital both in Ireland and abroad for the last 8 years and now specializes in SEO and Analytics.
![](<img alt="Shane Lyons" src="https://mydmi.imgix.net/authors/shane-lyons_bio.jpg?corner-radius=160&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=01e44e6edccdcc21af3c1a44514a5308" data-lazy="https://mydmi.imgix.net/authors/shane-lyons_bio.jpg?corner-radius=160&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=01e44e6edccdcc21af3c1a44514a5308" srcset="https://mydmi.imgix.net/authors/shane-lyons_bio.jpg?corner-radius=160&dpr=1&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=15cc6894c9b87a9725a210f1a610df4d 1x,https://mydmi.imgix.net/authors/shane-lyons_bio.jpg?corner-radius=160&dpr=2&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=357ae9934f18e40b9cdb9a75a7dbcec3 2x"/>)
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Article: Paid vs Organic Search - Striking the Right Balance
- Article: 6 Simple But Effective SEO eCommerce Strategies
- Presentation: Testing and Benchmarking Page Speed
- Toolkit: On-Site SEO Audit Handbook and Toolkit
- Article: The Key SEO Ranking Factors You Need to Know in 2018
- Article: The Importance of Putting Mobile First
- Article: Offline-Online Attribution with Google Maps
- Article: How to Measure Your Content Marketing
You will not be assessed on this content in your final exam.
