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Editor's Letter - July 2015

Posted on 6.30.2015

Discerning online shoppers are looking for relevance, speed and convenience when deciding where to spend their dollars, providing unparalleled opportunities for local businesses to use their proximity to shoppers to their advantage. This is especially true on the search engines.

Search queries on Google including the words "near me," for example, are increasing rapidly and leading to same-day action. In fact, Google notes that 50 percent of consumers visit a store within one day after conducting a local search. Search engines are a primary driver for local customer acquisition, of course, but as detailed in this month's feature, "The Race for the Local Web," no digital touchpoint exists that the local Web des not touch.

Readers will find guidance on providing quick and consistent access to brands' products and services across search engines, social media networks, mobile devices, directories and websites, to name just a few. And, since the online and offline worlds are intersecting to the point of oblivion, this month's feature also discusses solutions to provide a seamless experience for consumers regardless of whether it's online or in-store. Local business is not the only area of the Web that crosses digital channels.

This month's 'Net Advertising column addresses click-to-call paid search ads, and the importance of monitoring these calls for ways to improve website conversion. Similarly, structured data is addressed in Mastering Search, where those responsible for the search engine optimization efforts of their enterprise will discover methods and tactics to update their sites so that search engines can understand (and display) the data it contains, like local events, recent reviews and more. Other important subjects addressed in this issue include subscription management, strategies to increase organic reach on Facebook, Web development frameworks and much more.

Throughout our July issue of Website Magazine, readers will also find links to supporting articles on the Web. We invite you to join us there, where we go into more depth every day on those subjects and the many others that matter to your Web success.

Best Web Wishes,

Peter Prestipino, Editor-In-Chief

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