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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
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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.

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:

DMI Short Course: GDPR

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ABOUT THIS DIGITAL MARKETING MODULE

SEO Setup
Shane Lyons
Skills Expert

This module introduces the key concepts for setting up SEO and the elements to consider before beginning an SEO project. It outlines the key technical elements you need to consider when implementing SEO, how to implement on-page SEO, and how to implement SEO in a mobile environment. It explains how a business can improve its SEO strategy and local SEO. It also demonstrates how to measure and report on the effectiveness of your SEO campaign and the key SEO metrics to measure.