MyHair生髮植鬍高雄分院

https://www.myhair.asia/kaohsiung/

MyHair生髮植鬍診所 – 高雄分院

你有落髮困擾嗎?想提升魅力值卻不知從何做起?高雄MyHair生髮植鬍診所,提供一站式男性形象管理,專業醫師手術,隱痕植髮、醫美,隔天即可上班。

營業時間

周一~五 10:00 – 21:00
周六 10:00 – 19:00
週日及國定假日 店休
院所地址

院所地址:801高雄市前金區河東路8號4樓之2

情人節花束推薦-黃百合花語│婚禮必備花束│黃色百合花

黃色百合花

黃百合,學名(Lilium . ochraceum Fr),又名雲裳仙子、番韭、山丹、倒仙,是百合科百合屬草本植物。

黃色百合花表示感激和快樂,百合花———百合花象徵著純潔、貞潔和天真無邪。在中國,百合花是母愛的象徵。在古羅馬和希臘的婚禮上。百合花象徵著純潔和天真,用百合花配有麥穗作為新娘的頭飾,寓意著五穀豐登,百年好合。

在中古世紀,百合花象徵著女性之美。百合花代表了純潔的心靈。百合花色彩豐富,大多數人把白色百合花同天真無邪和甜蜜聯繫在一起。白百合花被認為是聖母之花,黃色百合花表示感激和快樂。

黃百合花語

顧名思義,百合好有著百年好合的意思。那你知道黃百合代表什麼意思嗎?在西方國家,百合一直作為聖潔的象徵,在我們中國也是非常受歡迎的,因為黃色百合是婚禮必不可少的吉祥之花。

黃百合是一種吉祥之花,很多場合我們都能看見它。那送人黃百合代表什麼意思呢?黃百合有多種含義,黃百合花語是財富、高貴,黃百合也表示感激和快樂,同時,黃百合還有著早日康復的祝福。黃色的百合花象徵著“衷心祝福”,還有一層意思:歉意。

黃百合代表什麼意思?黃百合代表熱情、快樂。當朋友、同事以及其他身邊的人,遇到生活或者工作上的困難和煩惱時,可以送對方一束黃百合花束,表達你的問候和祝福。對方會因為你的關心,以及黃百合綻放的熱情和活力,而改變自己的心情。黃百合遠看就好似一束陽光,溫暖著我們的內心。

巧克力百合|七夕情人節花束推薦|2019

黑百合 (新品種)

又稱巧克力百合
百合的顏色非常多
機乎沒有看過接近黑色的百合
其實是深紅紅到快變成黑色呢
最近剛出來的新品種

加上紅玫瑰, 今年最特別的七夕情人節禮物

在西方,百合花的花名是為了紀念聖瑪母瑪利亞,自古以來聖母就被基督教視為清純花朵,象徵國家民族獨立和經濟繁榮。
在華人社會百合具有百年好合美好家庭、偉大的愛之含意,有深深祝福的意義。受到這種花的祝福的人具有清純天真的性格,集眾人寵愛於一身,不過光憑這一點並不能平靜度過一生,必須具備自製力,抵抗外界的誘惑,才能保持不被污染的純真。

 

 

 

Ubiquiti AmpliFi Gamer’s Edition 評測:Mesh WiFi 低延遲網路優化

資料來源: 坂本Blog

https://www.sakamoto.blog/ubiquiti-amplifi-gamers-edition-mesh-wifi/

上一篇我已介紹過 AmpliFi Instant 入門版評測,那麼這次要介紹 AmpliFi Gamer’s Edition 產品,由 Ubiquiti 與 NVIDIA 合作開發低延遅網路優化技術,具備了 GeForce NOW QoS 模式,主要是通過 QoS 模式,可讓線上遊戲降低延遲封包,為玩家帶來暢快地遊玩,更值得一提的是除了美國上市之外,台灣唯一亞洲地區創下搶先供貨上市。

※ 此影片由 AmpliFi 授權。

AmpliFi Gamer’s Edition開箱

從藍圈科技總代理公司訂購進來,感覺是一個沉重的箱子

難得看到廠商包裝非常很…這樣一想,我就不得不慎重其事檢查XD

開箱啦!目前僅推出組合包,沒有單獨販售

藍圈科技的雷射防偽標籤

依照台灣法規,外盒需要有 BSMI 和 NCC 的認證標示,才是公司貨唷

分別有提供一鍵安裝、Gigabit、無死角涵蓋、無縫距離、高密度、訊源定向 270 度旋轉以及遠端管理 APP

不可或缺的 LOGO 時尚裝飾

側邊有設計抽出商品的拉條

全黑紙盒裝設計,並且呈現 Ubiquiti LOGO 字樣神秘質感

翻開紙盒裡,不要開錯邊唷~

這好有華麗閃亮~

裡面有 AmpliFi x1、MeshPoint x2、變壓器 x2、網路線 x1、快速操作指南以及犬?… (你誰啊?)

AmpliFi採用簡潔的設計,圓形彩色觸控觸摸螢幕,底部科技感的懸浮燈光

AmpliFi 背面有LAN x4、WAN x1、USB-A x1、USB type-C 供電

底部有 Reset、標籤、QR Code、防滑墊以及也印有 AmpliFi 的標誌 LOGO

MeshPoint 訊號強弱顯示 LED 燈,也可透過 APP 把 LED 關閉

AmpliFi 最初是為美國設計製造的,電壓原本從 120v 改成 110v 對應台灣規格

美學與設計

其實我選擇 AmpliFi 原因,是因為某廠牌太大台,外觀不好看,不過功能上是不差,所以 AmpliFi 在某個地方放置處的時尚美學感,每個房間角落牆上插在 MeshPoint 設計,為了最佳訊號接收效果,所以它是最值得關注的雙贏講求效益產品。

時鐘日期,房間沒開燈時可看一下時間

本機 IP 訊息,不怕查不到 IP 多少

目前速率狀態

可顯示診斷訊息,例如實際上有連結那一個端口

技術規格

以下我們先來看看AmpliFi 系列產品的技術規格資料:

產品名稱 AmpliFi Instant AmpliFi HD AmpliFi Gamer’s Edition
機器型號 AFi-INS-R AFi-R AFi-R-G
產品尺寸 99.5 x 97.8 x 33.05 mm 99.5 x 97.8 x 99.6 mm 99.5 x 97.8 x 99.6 mm
重量 215g 410g 410g
最大功率 22dBm 26dBm 26dBm
MIMO Dual-Band Antenna (Single-Polarity)
2.4 GHz: 2 x 2
5 GHz: 2 x 2
Dual-Band Antenna (Tri‑Polarity)
2.4 GHz: 3 x 3
5 GHz: 3 x 3
Dual-Band Antenna (Tri‑Polarity)
2.4 GHz: 3 x 3
5 GHz: 3 x 3
速率傳輸量 2.4 GHz: 300 Mbps
5 GHz: 867 Mbps
2.4 GHz: 450 Mbps
5 GHz: 1300 Mbps
2.4 GHz: 450 Mbps
5 GHz: 1300 Mbps
網路埠規格 WAN x 1 / LAN x 1 WAN x 1 / LAN x 4 WAN x 1 / LAN x 4
運作頻率 2.4 GHz / 5 GHz 2.4 GHz / 5 GHz 2.4 GHz / 5 GHz
加密模式 WPA2-PSK AES/TKIP WPA2-PSK AES/TKIP WPA2-PSK AES/TKIP
按鈕模式 觸碰式 觸碰式 觸碰式
省電模式 支援 支援 支援
最大功耗 9W 11W 11W
線上/串流遊戲低延遲 – – – – 支援
WAN QoS – – – – 支援
NCC證號 CCAH19LP0650T5 CCAH18LP0290T6 CCAH18LP0291T8

安裝設定

大多WiFi都是依賴 AmpliFi WiFi App 應用程式,適用於 Android 和 iOS 版,並且有支援瀏覽器設定功能,不過前者擁有完整進階功能,此為操作範例如下。

依 iOS 操作為例,在 App Store 下載 AmpliFi WiFi App 並且安裝開啓,執行App開頭畫面,選擇 設定 AmpliFi Mesh 系統(主機+擴展器)

確認一下 AmpliFi 電源 是否開啓了?還有手機要 開啓藍芽 功能,才能找到裝置。

輸入自訂 SSID 跟 密碼 ,會確認您是否成功連上 Wi-Fi SSID

設定完成後,就可以使用了囉~

延遲模式 主要是優化線上/串流遊戲之間低延遲連線。

吞吐量模式 主要是提高網路速度,相對是延遲會影響。

整體安裝過程不到 2 分鐘內完成,對我而言來說是很快速又簡單,任何地方周圍的 MeshPoint 都隨時可以上網。

涵蓋範圍玩法

AmpliFi Router 於 MeshPoint 中間獲得最佳效能

將AmpliFi Gamer’s Edition放置在家中,以便在任何房間內獲得最佳性能。

MeshPoint 中繼

將 AmpliFi Gamer’s Edition MeshPoint 連續放置,以擴展您的訊源。

多台 AmpliFi Router 混合 Mesh 網路

將透過多台 AmpliFi Router 配接為覆蓋大型空間涵蓋範圍網路。

AmpliFi Router 單機

適用於小空間涵蓋範圍網路。

速度測試

由於實驗採用 Ookla Speedtest 來測試 AmpliFi Gamer’s Edition 性能,首先我在家裡坪數大約 32~35 坪的矽酸鈣板結構建築物,在門口安裝一台 Router 接入家用 FTTH 數據機,各一台 MeshPoints 放在客廳、小房裡佈局,需要校對角度才能增強收訊來源並散佈涵蓋範圍。

本測試網路架構 AmpliFi Gamer’s Edition 搭配測試,速率方案為 300M/100M 為基點參考,並且使用 ASUS FX505GE 筆電做為互交測量情況參考。

AmpliFi Gamer’s Edition 2.4Ghz

地點 模式 Ping 抖動 下載速率 上傳速率
客廳內
( 5 ft / 1.5 m )
無 Mesh 1 ms 0.2 ms 96 Mbps 95 Mbps
有 Mesh 1 ms 0.2 ms 95 Mbps 94 Mbps
小房內
( 10 ft / 3.1 m )
無 Mesh 1 ms 0.3 ms 89 Mbps 90 Mbps
有 Mesh 1 ms 0.2 ms 91 Mbps 94 Mbps
大房內
( 15 ft / 4.5 m )
無 Mesh 1 ms 0.4 ms 85 Mbps 79 Mbps
有 Mesh 1 ms 0.2 ms 97 Mbps 89 Mbps

實測環境:Intel i7-8750H、SSD 256G、RAM 16GB、Windows 10 Ent

AmpliFi Gamer’s Edition 5Ghz

地點 模式 Ping 抖動 下載速率 上傳速率
客廳內
( 5 ft / 1.5 m )
無 Mesh 1 ms 0.2 ms 320 Mbps 105 Mbps
有 Mesh 1 ms 0.2 ms 312 Mbps 103 Mbps
小房內
( 10 ft / 3.1 m )
無 Mesh 1 ms 0.3 ms 299 Mbps 101 Mbps
有 Mesh 1 ms 0.2 ms 315 Mbps 102 Mbps
大房內
( 15 ft / 4.5 m )
無 Mesh 1 ms 0.4 ms 204 Mbps 77 Mbps
有 Mesh 1 ms 0.3 ms 205 Mbps 104 Mbps

實測環境:Intel i7-8750H、SSD 256G、RAM 16GB、Windows 10 Ent

IPTV (MOD) 4K實測

以下為 AmpliFi Gamer’s Edition 設定橋接給 IPTV (MOD) 才能觀看。

地點 模式 1080p60p 4K60p
客廳內
( 5 ft / 1.5 m )
無 Mesh 15 Mbps 24 Mbps
有 Mesh 15 Mbps 24 Mbps
小房內
( 10 ft / 3.1 m )
無 Mesh 15 Mbps 24 Mbps
有 Mesh 15 Mbps 24 Mbps
大房內
( 15 ft / 4.5 m )
無 Mesh 15 Mbps 24 Mbps
有 Mesh 15 Mbps 24 Mbps

註:2.4Ghz / 5Ghz 模式進行測試,實際結果非常接近,因故僅做一個表格。

PS4 Pro遠端遊玩實測

以下為 Apple iPhone 6s Plus 使用 PS4 RemotePlay App 遠端遊玩實測。

地點 模式 720p60p 1080p60p
客廳內
( 5 ft / 1.5 m )
無 Mesh 2 Mbps 6 Mbps
有 Mesh 2 Mbps 6 Mbps
小房內
( 10 ft / 3.1 m )
無 Mesh 2 Mbps 6 Mbps
有 Mesh 2 Mbps 6 Mbps
大房內
( 15 ft / 4.5 m )
無 Mesh 2 Mbps 6 Mbps
有 Mesh 2 Mbps 6 Mbps

註:2.4Ghz / 5Ghz 模式進行測試,實際結果非常接近,因故僅做一個表格。

低延遲封包實測

以下為《絕地求生》線上遊戲延遲封包,在網路環境中,送出的延遲封包的數字越低越好。例如說玩遊戲 Ping 若是數字高,會 Lag 現象,則 Ping 數字低的話,比較順暢。

左圖:未開低延遲封包模式,右圖:已開低延遲封包模式 ( 可點此圖放大 )

它是一個網狀網絡更好解決方案

AmpliFi Gamer’s Edition 真的是一個出色的網狀網路,目前售價來說是略貴,但是 NVIDIA 合作在某些方面帶來了好處,與他家競爭對手的產品比較的話,特別是很適合給不知所措的新手遊戲用戶,只需要簡單地快速設定,外觀設計又精美,隨時隨地觸碰式切換查看狀態,最重要的是它覆蓋範圍非常堅固,也是合理優勢的地方,由於服務本身如此受非常歡迎事實。

2019 SEO趨勢

根據MOZ 2019 SEO資料, 相較於2018, 大致總結以下幾點, 提供參考

1. 隨著區塊鍊話題不斷發酵, 2019年因5G全球普及率暫時不會有顛覆性改變, 故2019年SEO相較於2018年, 亦不會有顛覆性改變, 網站優化依舊是中小企業必做功課, 網站普及率也會增加, 尤其是原本不需要網站的微型企業, 網站主機DNS, 網址友善度, 手機友善度, 依舊是重點項目

2. SEO在地化, 網站搜尋, 蜂鳥演算法依舊熱門 蜂鳥演算法Humming bird搜尋引擎核心

  • Hummingbird對於查詢背後的意思,已經有更好的理解能力了。它透過對實體、屬性的辨識,然後與既有的“知識圖譜”中的資料作連結,最後針對查詢加入情境分析(意圖的4個W:誰Who、哪裡Where、何時When、甚麼What、如何How):
  • 誰在搜尋-根據個人化和過去的行為
  • 他們在哪裡搜尋-地理位置和查詢的所在地
  • 搜尋發生在甚麼時候-當日的時間、季節和時段
  • 搜尋在甚麼裝置上進行-桌面電腦、行動、平板或新興平台
  • 搜尋/查詢如何形成-使用者的問題的對話屬性

3. 在地化如Google商家, Google商家評論, 網站主機位置, 當地語言, 都需注意, 在地文化也更加重要, 有些關鍵字文案考能在某地優質, 但在某些地方或方言是貶意, 避免採雷, 例如回教國家文化差異, 例如, 河蟹(貶抑詞), 丁丁是個人才(笨蛋)

4. 流量及排名及流量紅利可能受到動搖, 依據MOZ資料, 比起排名與網站流量, 企業更重視轉換率, 轉單率, 故SEO跟廣告精準投放, 網路工具挑選 , 將更加複雜化, 行銷人將面臨更嚴厲的考驗

5. SEO檢驗工具還是推薦以Google Analytics為主, Organic Search就不贅述.

6. SERPO, Inbound Marketing, 網站好口碑Rich Card, 商家好口碑, 依舊存在, 是否相較於2018重要性更高則須觀察, 例如,網友推薦, Google商家5顆星, 網友重視, 自然重要性不減, 網軍操弄與假口碑隨著AI崛起, 或許將面臨更大的挑戰

7. Email對舊客轉換率不容忽視, 台灣的line@, 部分地區的WeChat推播, 對舊客影響力不減

8. 2018/7/24 Google Ads重大更新, Google Adwords更名為Google Ads, 整合後的Google Platform對2019暫無顛覆性影響

9. Google關鍵字廣告依舊帶來獲利, 精準投放, 透過AI投放給需要的人, 功能更複雜也更加自動化, 畢竟Google要賺廣告費

10. 新版Google Console明確表明, 手機板重要性, 手機AMP功能比例, 大勢所趨

11.  AI做SEO, 或許Google並不樂見 , 也不作評論, 但是若公司本身有成長駭客觀念, 策略行銷, 內容為王, 旋風式行銷. 不斷的靈感, 網站或許重要性就不高, 但爬得越高, 摔得越重, 不可大意

12. 百度熊掌號在中國具話題性, 但目前5G及區塊鍊更具話題, SEOer, 似乎又回到網站SERPO為主, 優質網站內容, 優質產品及服務, 顧客自己來才是王道吧

回首頁: https://com1686.com/

Why Local Businesses Will Need Websites More than Ever in 2019

Local SEO | Search Engines | Link Building

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

…but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

  • Why it looks like local businesses don’t need websites
  • Statistical proofs of why local businesses need websites now more than ever
  • The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulates his findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.”
– Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” – ViaMoz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.”
– Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

  • Technical basics
  • Excellent usability
  • On-site optimization
  • Relevant content publication
  • Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

  • Keyword and real-world research tell a local business what consumers want
  • These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components
  • Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorerand saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

  • Sponsorships
  • Event participation and hosting
  • Online news
  • Blogs
  • Business associations
  • B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.”
– Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report: