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The Google 3-Pack is the way that Google displays the top results for a local business search. It includes three local businesses that Google deems sufficiently relevant, prominent and close in proximity to the user. The results include the three Google Business Profile listings and a map of the three results. 

Learn how to optimize for the Google 3-pack.

An SEOs meaning for optimization is to alter the contents of your site, social, advertisements, etc. to improve SERP rankings for your site. Mobile optimization is the process of adjusting your website content to ensure that visitors that access the site from mobile devices have an experience customized to their device.

Optimized content flows easily between desktop and mobile devices to provide the user with an outstanding experience. Mobile devices have small screens and users are often on-the-go. They might be on a train or bus commuting, in a coffee shop or in a store. Optimized content understands the mobile user.

It easily adjusts to fit on smaller screens. It also adjusts the font so it is large enough to read on a small device. Only videos that are compatible with mobile devices should appear on mobile sites. Email messages should load quickly and not have too many images that make it difficult for the user to scan the message.

Why is mobile optimization important?

Customers today spend increasing amounts of time exploring all types of content on mobile. According to Google, more searches are now performed on mobile than on desktop. In BrightEdge Research’s mobile study, we found that 57% of all online traffic occurred on smartphones and tablets. Email Monday found that between 15 and 70 percent of emails are opened on mobile devices, depending on target audience. Mobile search has overtaken desktop for most industries.

How do I optimize for mobile?

Nearly any type of content you develop may be viewed on mobile. Creating a strong user experience requires you to make sure all content is ready for this possibility.

1. Optimize videos on your pages to make them compatible with smart devices.
2. Make content scrollable, rather than forcing people to click through multiple pages, which can be challenging on mobile.
3. Your images should be high-quality and closely cropped to maximize detail, even when shrunk to fit a smaller screen.
4. Any buttons on the screen should be easy for mobile customers to use.
5. Use a responsive template for everything, including emails.
6. Do not use long paragraphs. Remember that people are often on-the-go when using mobile, long paragraphs will often lose them.
7. Keep the motivations of your mobile customers in mind. If most people come to your site looking for certain types of content, such as directions, make that content particularly easy to find on mobile.
8. Use Accelerated Mobile Pages (AMP). These are light-weight web pages that create fast mobile experiences.

Mobile devices now dominate a significant portion of the online space. To be effective marketers, you need to make sure that your content is ready for these users and easy to engage with regardless of the device. You also need to be sure you're keeping up with the changes Google makes to stay on top of your SEO game. Check out how the mobile SERP layout has recently changed mobile optimization and how you can leverage new branding opportunities.

How to be successful on YouTube?

YouTube offers marketers the opportunity to reach over a billion users. At the same time, however, since it is a 3rd party platform, it can be a challenge to know if your efforts are successful.

YouTube, since it reaches such a broad audience, typically is used for boosting brand engagement and awareness. Understanding how to monitor these factors will allow you to see how worthwhile your YouTube efforts have been and how you can produce better results in the future by using your data to streamline your efforts.

What does YouTube success look like?

Branded Traffic and Your Share of Voice

YouTube is a valuable tool for increasing your brand awareness. As you create engaging videos that help people better understand or learn about topics of interest, you expose them to your brand and what you have to offer. Monitoring your Share of Voice and Branded Traffic can be a good way to know if you succeed in this endeavor. The BrightEdge Share of Voice tool can be valuable to help you accomplish this goal.

Referral Traffic from YouTube

Make it easy for people to click through from YouTube to your brand website by including a link to your page in the description of the video and on your brand’s YouTube page. It is important to note that YouTube is not known for large amounts of referral traffic, so just because this number is low does not mean your videos are failing. Rather than looking at the number, you want to look at the pattern-- if the number increases, then you know your videos are having a positive impact.

YouTube analytics

YouTube also offers you a few different options for monitoring your video success right on the platform. You can measure engagement by tracking watch time insights. You can also monitor factors such as Likes and Dislikes, Audience Retention and Sharing, which all add valuable insights into what people think of your videos. Here is a complete list of the currently available analytics.

YouTube is a valuable resource for your organization to increase brand awareness and improve your reputation, but it can be a challenge to measure your success. Using these three main categories of metrics, however, will help you gain the insights you need to improve your YouTube strategy and integrate it into the rest of your campaign.

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