Scott writes about digital content marketing and SaaS scaling platforms for entrepreneurs and small business, in addition to managing enterprise software (Search/AI/ML) accounts in the finserv sector. As a content marketer and search engine expert, his book on social media 'The Blog Ahead' was published in 2006. He previously co-founded a search engine firm powering multimedia insight results for Fortune 500 companies including Disney, the NYTimes Digital and IAC.

Use negative keywords: Negative keywords allow you to exclude certain words or phrases from your campaigns, which can help you avoid showing your ads to people who aren't interested in your products or services.

Use ad extensions: Ad extensions allow you to add additional information to your ads, such as your business address, phone number, or a link to a specific page on your website. These can help improve the performance of your ads and increase the likelihood of conversion.

Monitor and optimize your campaigns: It's important to regularly monitor the performance of your campaigns and make adjustments as needed. This can help you improve your ad copy, target the right keywords, and get the most out of your budget.

Best Practices For Local SEO 

Local SEO is the process of optimizing your online presence to attract more business from relevant local searches. These searches happen on Google and other search engines, and are typically for services or products that are geographically specific, such as "pizza delivery in New York City." Here are some best practices for optimizing your website and online presence for local SEO:

Claim your Google My Business listing: This is a free listing that shows up when people search for your business on Google. It includes your address, phone number, business hours, and other important information. Claiming and verifying your listing ensures that this information is accurate and up-to-date.

Optimize your website for local keywords: Include your city, state, and neighborhood in your website's content and metadata (title tags and descriptions). This helps search engines understand that your business is relevant to local searches.

Get listed in online directories: Online directories like Yelp, Yellow Pages, and Foursquare are a great way to get your business in front of people who are looking for local businesses. Make sure your business is listed in all relevant directories and that the information is accurate and up-to-date.

Encourage customer reviews: Customer reviews are an important part of local SEO. Encourage your customers to leave reviews on your Google My Business listing, as well as on other review sites like Yelp and TripAdvisor.

Use local structured data: Structured data is a way to add additional context to your website's content. It helps search engines understand what your website is about and how it's relevant to local searches. For example, you can use structured data to mark up your business's address, phone number, and opening hours.

Use high-quality, location-specific images: Adding images that are relevant to your location can help improve your local SEO. For example, if you own a restaurant, include pictures of your dishes and the interior of your establishment.

Optimize your website for mobile: Many people use their smartphones to search for local businesses. Make sure your website is mobile-friendly and easy to use on a small screen.

Use local social media: In addition to your website, make sure you have a strong presence on local social media platforms, such as Facebook and Instagram. You can use these platforms to share updates about your business, engage with your customers, and attract new ones.

Encourage inbound links: Inbound links from other websites are an important ranking factor for local SEO. You can encourage inbound links by creating high-quality content that other websites will want to link to, or by reaching out to other businesses or organizations in your area and asking for a link.

Monitor your local SEO efforts: It's important to regularly monitor your local SEO efforts to see what's working and what's not. You can use tools like Google Analytics and Google Search Console to track your local search traffic and see which keywords and phrases are driving the most traffic to your website. This will help you understand what's working and what you need to improve.

By following these best practices, you can effectively optimize your website and online presence for local SEO and attract more customers to your business.

Use a shorter URL. QR codes are often used to link to websites or web pages. To make the QR code as efficient as possible, it's best to use a shorter URL. This not only makes the QR code itself smaller, but it also ensures that the destination website or page will load quickly on the user's device.

Customize the QR code design. While the basic structure of a QR code is fixed, you can customize the design to make it more visually appealing and better match your brand. For example, you can add a logo or icon in the center of the QR code, or use a specific color scheme. Just be sure not to compromise the readability of the QR code in the process. Use QR codes in appropriate locations. QR codes should be placed in locations where they are easily visible and accessible to the intended audience. For example, a QR code for a museum exhibit might be placed next to the exhibit itself, while a QR code for a retail store's loyalty program might be placed at the point of sale.

Consider the audience's device and software. Make sure to consider the types of devices and software that your audience is likely to use when scanning the QR code. If you are targeting a specific audience, such as iOS users, it's a good idea to test the QR code on those devices to ensure compatibility.

Use QR codes for the right purpose. QR codes are not a solution for every situation. While they are a convenient and efficient way to share information, they may not be the best option in certain circumstances. For example, if you are trying to reach a broad audience, using a QR code may not be the most effective strategy as not everyone has a QR code reader or knows how to use one. In these cases, other methods such as a simple URL or email address may be more appropriate.

By following these best practices for using QR codes, you can make the most of this convenient and efficient tool for sharing information. Whether you are using QR codes for marketing, customer service, or any other purpose, following these guidelines will help ensure that they are effective and easy to use.

The Best Practices For Your Google Business Profile

Your Google Business Profile is a powerful tool for promoting your business and attracting new customers. Here are some best practices for optimizing your profile and making the most of this valuable resource:

Use high-quality, professional photos: Your profile's cover photo and profile photo are the first things that customers will see, so it's important to make a good impression. Use high-resolution, professional-looking photos that accurately represent your business.

Fill out your profile completely: Make sure to include all relevant information about your business, such as your hours of operation, contact information, and services or products offered. This will make it easier for customers to find and contact you, and it will also improve your search rankings.

Respond to customer reviews: Google allows customers to leave reviews of your business, and responding to these reviews can be a powerful way to build trust and strengthen your reputation. Make sure to thank customers for their feedback and address any issues that they raise in a timely and professional manner.

Use keywords and categories: When filling out your profile, be sure to include relevant keywords and select the appropriate categories that describe your business. This will help customers find your business when they search on Google.

Keep your information up-to-date: Make sure to regularly update your profile with any changes to your business, such as new products or services, updated hours of operation, or new contact information. This will help customers stay informed and ensure that they can easily find and contact your business.

Add photos and videos: In addition to your cover and profile photos, you can also add photos and videos to your Google Business Profile. This is a great way to showcase your products, services, and business environment, and it can help customers get a better sense of what you have to offer.

Utilize the "products" and "services" sections: These sections of your profile allow you to list and describe the products and services you offer in more detail. This is a great opportunity to highlight your offerings and explain what sets you apart from your competition.

Utilize the "posts" feature: Google's "posts" feature allows you to share updates, special offers, and other information with your customers directly from your Business Profile. This can be a great way to stay in touch with your customers and promote your business.

What Is Google Guarantee And How To Use It 

Google Guarantee is a program offered by Google that aims to increase consumer trust in local businesses by offering a guarantee on certain services. If a customer is not satisfied with the service they receive from a business that is part of the Google Guarantee program, Google will refund the cost of the service.

To qualify for the Google Guarantee, businesses must meet certain eligibility requirements and pass a background check. In addition, they must also agree to certain best practices in order to maintain their participation in the program.

Here are some best practices for businesses participating in the Google Guarantee program:

Provide excellent customer service: The most important aspect of the Google Guarantee program is ensuring that customers are satisfied with the services they receive. Businesses should strive to provide the best possible customer experience and address any issues or concerns that may arise in a timely and professional manner.

Communicate clearly: It is important for businesses to clearly communicate their services, pricing, and any other relevant information to customers. This can help to avoid misunderstandings and ensure that customers know exactly what to expect from the business.

Deliver on promises: Businesses should make sure to deliver on any promises they make to customers, whether it is in terms of the quality of the service or the timeframe in which it will be completed.

Be transparent: Businesses should be transparent in their business practices and dealings with customers. This includes being upfront about any fees or charges that may be involved and disclosing any relevant information about the services they provide.

Foster a positive online reputation: A positive online reputation can go a long way in attracting customers and maintaining trust. Businesses should make sure to respond to any online reviews or ratings in a timely and professional manner, and strive to maintain a high average rating.

Keep accurate records: It is important for businesses to keep accurate records of their services and any interactions with customers. This can help to resolve any disputes that may arise and ensure that the business is in compliance with the terms of the Google Guarantee program.

Follow all relevant laws and regulations: Businesses should make sure to comply with all relevant laws and regulations, including those related to consumer protection and privacy. Failure to do so can result in the loss of their participation in the Google Guarantee program.

Offer refunds or make amends: If a customer is not satisfied with the service they receive, businesses should be willing to offer a refund or make amends to resolve the issue. This can help to maintain trust and avoid negative reviews or ratings.

Stay up-to-date on the Google Guarantee program: Businesses should make sure to stay up-to-date on any changes or updates to the Google Guarantee program and ensure that they are in compliance with all relevant requirements.

Actively seek out customer feedback: Businesses should make an effort to actively seek out customer feedback and use it to improve their services. This can be done through surveys, online reviews, or by simply asking customers for their thoughts and opinions. By listening to and acting on customer feedback, businesses can better understand the needs and expectations of their customers and make necessary adjustments to their services.

Be responsive: In today's fast-paced world, customers expect businesses to be responsive and available when they need them. Businesses participating in the Google Guarantee program should make sure to have a reliable system in place for responding to customer inquiries and requests in a timely manner. This can include having a dedicated customer service team or having an easily accessible contact form or email address.

Foster a positive company culture: A positive company culture can go a long way in attracting and retaining customers. Businesses should strive to create a welcoming and inclusive environment for their employees and customers, as this can lead to increased customer satisfaction and loyalty.

By following these best practices, businesses can not only maintain their participation in the Google Guarantee program, but also build trust and credibility with customers. This can lead to increased customer satisfaction and loyalty, and ultimately, success for the business.