What impact are Platform/Technology Vendors of Local Marketing Products having on the SEO Landscape

What impact are Platform/Technology Vendors of Local Marketing Products having on the SEO Landscape


Mass automation is not as effective as custom work and personalized attention.  It can make certain tasks easier to fulfil, but the effectiveness of them gets minimized.

How are their product strategies evolving with an eye to SEO?
Our technology SaaS Localbiz360 is an example of a Platform.Technology with an impact on Local SEO. It focuses on bringing data and actionable digital marketing items direct to the business. It is an entre into the relationship. The next step is to sell them SEM services like SEO because it is easy for the business to see where they are lacking in comparison to their competitors. In this way the Platform gets implemented as an easy start to the relationship and lends itself to a deeper partnership with more services being performed. For example, marketing to consumers at the local level has always been challenging for large national brands — or for any organization with multiple locations. Corporate managers want centralized control, combining brand consistency with geo-specific local messaging.

SEO at the local level can be enhanced, and more efficient when some tasks are automated such as managing reviews and reporting on what competitors are doing.

We have our own white-labelled platform which has features like:

  • Tracking and growing KPIs like rankings, search traffic, web leads, call leads.
  • Track customer reviews, reputation monitoring.
  • All leads and critical alerts can be delivered instantly to clients via mobile app push notificationss
  • Automated weekly / monthly reports to show progress on campaign.
  • For most SMBs managing different logins for Google My Business, Google Search Console, Google Analytics, Apple Maps, Second tier directories, Facebook, Twitter, Call Tracking, Rank monitoring and other digital tools is a challenge. We have all this data consolidated in our dashboard for them.

For example, specifically how are website, business listings, ratings and reviews, social platform vendors evolving their products as it relates to SEO? 
Automation platforms are good for the items listed in the question like tracking and responding and posting, but Google does not like automation for SEO. Because SEO is valuable, many vendors of specific SaaS products are trying to tout themselves as SEO.  With any real competition for search rankings, many different things must be done to get clients in the first page space allotted by popular search engines, curated linking being a big one. Platform vendors highlight benefits that revolve around their specific features.  If any one feature was enough, than everyone would rank in the first position. Over the last 17 years the next new thing was always going to replace SEO, but nothing has. It has just created more demand for a wider range of capabilities.


    • Related Articles

    • How will SEO fit into a Local Marketing Product Stack

      How will pricing for SEO products and services evolve over the next 3 years? You can offer a small SEO boost program which does some basics and provides a lift to the business online with some smart links. Then various higher levels of SEO product ...

    • How might the Local SEO value proposition evolve

      Google has indicated that 1 in 3 US mobile queries is now ‘local’ and 87% of people use their phone on the go. Also, 95% of mobile users look up local information on their phones and the primary functions are calling or visiting a business. This ...

    • Affiliate Marketing (Pay per performance) FAQ

      1] What is affiliate marketing & how it will benefit us Ans- Affiliate Marketing is a method of driving sales of a product or service using a third party sales force that only get paid on results. You are paying on results which mean you are getting ...

    • What is (or should be) the role of an SEO offering for a Local Marketing company

      Agencies role is to explain to SMBs that their business either shows in the listings when a search is performed or they do not and SEO is a primary reason for this. Agencies offering should show potential clients all the places where there is an ...

    • How our local visibility tool compares against Yext

      Pre-scan Pre-scan tool scans listings and also checks the website from SEO perspective Scans 30+ local search engines, directories and review sites Competitive benchmarking in scan results can be easily added Sites Monitored Includes 30+ sites API ...