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2021.

Privacy changes on iOS reshaped Meta ads, Google My Business became Google Business Profile, and Performance Max arrived.

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December 2021
Local SEO

The vicinity update and your business name

Local results pulled closer to the searcher and keyword-stuffed names lost their lift. How we are planning next year around proximity and reviews.

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November 2021
Google Business Profile

Performance Max is open to every advertiser

Performance Max just reached general availability and it serves on Maps. Why your listing decides whether the campaign has anything good to work with.

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October 2021
Analytics & Tracking

Data-driven attribution is the new default

Google Ads is making data-driven attribution the default and the tracking gaps are now obvious. What a local business should actually measure instead.

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September 2021
Home Services

Before the first cold night: HVAC and plumbing

Heating season planning for HVAC and plumbing: Local Services Ads, answer rate, tune-up offers, and the search work to finish while the phone is quiet.

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August 2021
For Agencies

Google rewrites titles: two client conversations

Google has started rewriting page titles in results. What to check, what not to fix, and how to talk to clients about control you no longer have.

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July 2021
Reviews & Reputation

Call history on your listing, and the review ask

Google My Business is adding call history. How to read the answered and missed calls, and how to build a review ask the front desk keeps.

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June 2021
Local SEO

How to read a core update without panicking

Google's June core update is rolling out in two parts and page experience starts within days. How we read the movement before we change anything.

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May 2021
Websites & Conversion

Five site fixes before the page experience update

Google starts the page experience rollout mid-June. The five fixes we are making on local business sites now, and the ones we are deliberately skipping.

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April 2021
Dental

The dental backlog is not a marketing win

Practices are reopening into a backlog. How we triage demand, rebuild the hygiene column and stop paying for new patients who never fit the practice.

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March 2021
Google Business Profile

Listing messaging, and the safety attributes

Google My Business messaging now works from Search and Maps on desktop. How to turn it on, who answers, and which safety attributes to set.

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February 2021
Google Ads

Responsive search ads and the match type shuffle

Google made responsive search ads the default and is folding broad match modifier into phrase match. What actually changes in a local account.

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January 2021
Meta Ads

Verify your domain and pick your eight events

Facebook wants every advertiser to verify a domain and rank eight conversion events before Apple's prompt ships. How to do both in an afternoon.

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