This interview is with Robert Downey, Co-Founder at Simply Be Found.

Robert Downey, Co-Founder, Simply Be Found

Robert, can you tell us a bit about yourself and your journey to becoming an expert in the digital marketing space?

My journey in digital marketing began in 1995, a time when the internet was just starting to become a crucial platform for businesses. Over nearly three decades, I've dedicated myself to enhancing the visibility of small businesses and fostering stronger connections between these enterprises and their local communities.

I'm a co-founder of SimplyBeFound.com, where we specialize in local marketing strategies and voice search optimization. My career has been marked by leading over 1,000 marketing campaigns and contributing to the development of more than 5,000 websites across various industries. This breadth of experience has equipped me with a deep understanding of the unique challenges and opportunities businesses face today.

A pivotal aspect of my work is my focus on local SEO strategies. I believe businesses don't need to allocate massive budgets for advertising if they employ the right strategies to reach consumers actively seeking their services. This philosophy has driven my efforts to bridge the gap between local businesses and potential customers, addressing a critical barrier to growth and visibility for many small enterprises.

Entrepreneurship runs in my family—I'm a fourth-generation entrepreneur, which has given me a profound understanding of business growth and evolution. At SimplyBeFound.com, we apply a strategic vision to simplify the local business discovery process. This has led to significant growth of our platform, an expanded user base, and increased revenue streams.

Beyond SimplyBeFound.com, I've launched over ten successful online businesses and startups. This has given me a versatile skill set that blends programming, marketing, and business development, offering a fresh perspective on today's digital business challenges.

In summary, my career has been driven by a passion for local marketing and digital innovation. I strive to be more than just a marketing expert—I aim to be a catalyst for growth and a mentor for businesses seeking success. My commitment to the success of small businesses and my extensive industry knowledge make me a valuable ally for any business looking to enhance its local presence and achieve sustainable growth.

What inspired you to co-found SimplyBeFound.com, and how has your extensive experience in marketing shaped the platform's approach to local SEO?

The inspiration for SimplyBeFound.com arose from a conversation with my co-founder, Dean, about the visibility of his business online and on mobile devices. Despite his business experiencing steady growth, a simple voice search revealed that it wasn't even listed on the local map. This was a pivotal moment that highlighted a significant issue many small businesses face: not realizing they are not being found by potential customers and not knowing how to fix it.

Our research confirmed that this was a common problem, and we were driven to create a solution. We envisioned a platform that would make it easy for small businesses to manage their online presence and be found by customers actively seeking their services. Thus, SimplyBeFound.com was born. The platform is designed to be straightforward and affordable, with no contracts, and operates on a month-to-month payment plan. This approach ensures that we continually earn our members' trust and business.

My extensive experience in marketing has been instrumental in shaping SimplyBeFound.com's approach to local SEO. Over the years, I've led over 1,000 marketing campaigns and developed more than 5,000 websites. This vast experience has given me a deep understanding of the unique challenges that small businesses face in achieving visibility. I've learned that effective local SEO doesn't necessarily require large advertising budgets but rather the right strategies to connect businesses with local consumers.

At SimplyBeFound.com, we prioritize delivering impactful results through proven local SEO techniques. Our platform focuses on bridging the gap between local businesses and potential customers, a critical factor that often hinders growth and visibility. We empower business owners to control their information and data, ensuring they can make informed decisions to enhance their online presence.

In summary, my journey in marketing has provided me with the insights and expertise needed to develop a platform that truly addresses the needs of small businesses. SimplyBeFound.com is a culmination of this experience, offering a user-friendly, effective solution for local SEO that helps businesses thrive in their local markets.

You mentioned that SimplyBeFound.com allows businesses to manage their marketing without needing specific tech skills. Can you elaborate on a specific feature that simplifies a usually complex SEO task for business owners?

One of the standout features of SimplyBeFound.com is our Voice Search Optimization tool. Voice search is becoming increasingly important as more consumers use devices like smartphones and smart speakers to find local businesses. However, optimizing for voice search can be a complex task, requiring a deep understanding of SEO, keyword strategy, and how people naturally speak when using voice commands.

Our Voice Search Optimization tool simplifies this process significantly. It guides business owners through the setup with a user-friendly interface that doesn't require any technical expertise. Here's how it works:

Keyword Suggestions: The tool analyzes the most relevant keywords for your business based on what customers are likely to use in voice searches. Instead of guessing or conducting extensive research, business owners receive tailored suggestions.

Content Optimization: It provides specific recommendations on how to optimize your website content and business listings to align with voice search queries. This includes structuring FAQs, optimizing local listings, and ensuring your business information is voice-search-friendly.

Implementation Guidance: Step-by-step instructions help implement these optimizations directly on your website and local listings. The tool is designed to be intuitive, walking users through each action without needing advanced SEO knowledge.

Performance Tracking: After making the suggested changes, the tool offers analytics and reports to track the performance of your voice search optimization efforts. Business owners can see how these adjustments improve their visibility and adjust their strategy as needed.

By automating and simplifying these complex SEO tasks, our Voice Search Optimization tool empowers business owners to improve their local search rankings and be more easily found by customers using voice search, all without requiring deep technical skills. This feature epitomizes our mission at SimplyBeFound.com: to make effective local marketing accessible to everyone, regardless of their technical background.

Many businesses struggle with local SEO. What would you say is the most common mistake businesses make when trying to rank locally, and how can they fix it?

One of the most common mistakes businesses make when trying to rank locally is neglecting the consistency and accuracy of their business information across various online platforms. This mistake can significantly hinder their visibility and ranking in local search results.

Why is this a problem?

Search engines like Google prioritize accurate and consistent information to provide the best user experience. Inconsistent details—such as variations in business name, address, phone number (NAP), or hours of operation—can confuse search engines and potential customers, leading to lower rankings and reduced trust.

How can businesses fix it?

Audit Your Listings: Conduct a thorough audit of your business listings across all online directories, social media platforms, and your website. Ensure that your NAP information is consistent everywhere.

Use a Centralized Tool: Utilize a tool like SimplyBeFound.com to manage your business information from one central dashboard. Our platform allows you to update your details once and sync them across multiple directories and platforms, ensuring consistency without the hassle of manual updates on each site.

Claim and Verify Listings: Claim your business listings on major platforms like Google My Business, Bing Places, Yelp, and others. Verification adds credibility and ensures you have control over your business information.

Monitor Regularly: Regularly monitor your listings for any changes or discrepancies. Tools that provide alerts for inconsistencies can be invaluable in maintaining accuracy.

Encourage Reviews: Actively encourage satisfied customers to leave positive reviews on your listings. Reviews can improve your local SEO and signal to search engines that your business is reputable and relevant.

Update Information Promptly: Whenever there are changes to your business details, such as a new phone number or updated hours of operation, update this information promptly across all platforms.

By focusing on maintaining accurate and consistent business information, businesses can significantly improve their local SEO efforts. This foundational step builds trust with search engines and potential customers, leading to better local rankings and increased visibility. At SimplyBeFound.com, we make this process seamless, enabling businesses to optimize their local SEO with ease and confidence.

You've emphasized the importance of structured data for voice search optimization. Can you walk us through a real-life example of how a local business successfully used structured data to see a tangible improvement in their online visibility?

Absolutely! Here's a real-life example of how a local roofer significantly improved their online visibility and lead generation using SimplyBeFound.com's marketing tools and structured data.

Case Study: Local Roofer

Background:

A local roofing company was struggling to generate new leads despite offering high-quality services and having positive customer reviews. Competitors were consistently appearing in voice search results and other local search queries, negatively impacting the roofer’s business. They needed an effective strategy to enhance their online presence and attract more potential customers.

Solution:

Subscription to Simply Be Found: The roofer subscribed to our marketing plan, which included access to our comprehensive toolset and the ability to request content ideas, get personalized suggestions, and receive ongoing help to elevate their local business marketing.

Structured Data Implementation: With the help of our user-friendly to-do list, the roofer added structured data (schema markup) to their website. This included critical information such as their business name, address, phone number (NAP), operating hours, services offered, and customer reviews.

Local Business Schema: They implemented the Local Business schema, which provided search engines with detailed information about their location, services, and operational details, ensuring compatibility with voice search.

Service Schema: To optimize for specific services, they added Service schema markup. This allowed potential customers to find detailed information about their offerings directly from search results, enhancing their presence in voice search results for queries like "roof repair near me" or "emergency roofing services."

Review Schema: They incorporated Review schema, showcasing their high customer ratings and positive feedback. This built credibility and helped them appear in rich snippets, making their listing more attractive in search results.

Results:

Within just 30 days of implementing structured data and leveraging our marketing tools and support, the local roofer saw significant improvements:

Increased Leads: The roofer experienced a noticeable increase in leads through their website. Enhanced search result snippets and better visibility in voice search led to more inquiries and appointments.

Higher Click-Through Rates (CTR): Their improved search result snippets, featuring reviews and detailed service information, attracted more clicks, boosting their website traffic.

Improved Local Search Rankings: The structured data helped search engines better understand and index their content, leading to higher rankings in local search results. This improved their visibility in both voice and traditional search results.

By effectively using structured data and SimplyBeFound.com's marketing tools, the local roofer significantly enhanced their online presence and attracted more customers. This case demonstrates how our platform can empower small businesses to take control of their marketing efforts and achieve tangible results quickly. With our tools and ongoing support, advanced SEO techniques become accessible, helping businesses thrive in their local markets.

Building high-quality backlinks is crucial for SEO. Besides using SimplyBeFound.com, what other strategies would you recommend to small businesses looking to improve their backlink profile for local SEO?

Absolutely! Improving your backlink profile is a key component of local SEO, and while SimplyBeFound.com offers fantastic tools to help with this, here are additional strategies that can be used independently:

The Three Pillars of Local SEO: Content, Authority, and Trust

1. Content

Regularly Update Your Website: Post relevant, high-quality content such as blog posts, articles, and news updates related to your industry. For example, a local roofer can write about seasonal roof maintenance tips or recent roofing projects.

Engage with Local Content: Share local news, events, or community stories on your blog. This helps in attracting local readers and potential backlinks from local news sites and blogs.

Visual Content: Use photos and videos of your projects, events, or products. These can be shared across social media platforms and other websites, earning you backlinks.

2. Authority

Directory Listings: Ensure your business is listed on major online directories. Even if you're using SimplyBeFound.com for this, it's essential for businesses doing it on their own to register on platforms like Apple Business Connect, Google Business Profile, Bing Places, and Facebook. Consistent and accurate listings across these platforms enhance your authority.

Local Business Networks: Join local business associations or chambers of commerce. These organizations often have directories and member pages that can provide valuable backlinks.

Guest Blogging: Write guest posts for local blogs or industry-specific websites. Include a link back to your site in the author bio or within the content if possible.

3. Trust

Online Reviews: Encourage satisfied customers to leave positive reviews on platforms like Google, Yelp, and industry-specific review sites. Positive reviews not only build trust but also contribute to higher search engine rankings.

Testimonials and Case Studies: Feature customer testimonials and case studies on your website. These can be linked to by other websites, providing backlinks and enhancing trust.

Community Engagement: Participate in local events, sponsor local charities, or collaborate with other businesses. When these events are covered online, they often link back to your site, boosting your trust and authority.

You stated your preference for in-house digital marketing over agencies, advocating for the depth of knowledge gained by directly managing marketing efforts. For businesses hesitant to make that transition, what advice would you give them to ensure they are maximizing their in-house marketing efforts?

Transitioning to in-house digital marketing can be daunting, but it offers many benefits, including deeper knowledge and control over your marketing strategies. Here's some advice to help businesses maximize their in-house marketing efforts:

1. Start with a Solid Foundation

Understand Your Audience: Begin by clearly defining your target audience. Understand their demographics, interests, and behaviors. Tools like Google Analytics and social media insights can provide valuable data.

Set Clear Goals: Establish specific, measurable, achievable, relevant, and time-bound (SMART) goals for your marketing efforts. Whether it's increasing website traffic, generating leads, or boosting sales, clear goals will guide your strategy.

2. Invest in Training and Resources

Educational Resources: Invest in training for your team. Online courses, webinars, and certifications from platforms like Google, HubSpot, and LinkedIn Learning can enhance your team’s skills.

Stay Updated: Digital marketing is constantly evolving. Encourage your team to stay updated with the latest trends and best practices by following industry blogs, attending conferences, and participating in online communities.

3. Utilize the Right Tools

Marketing Platforms: Use comprehensive marketing platforms like SimplyBeFound.com to manage your local SEO, content creation, and review generation. These platforms simplify complex tasks and save time.

Analytical Tools: Employ tools like Google Analytics, SEMrush, and Moz to monitor your marketing performance. Regularly review the data to understand what’s working and what needs adjustment.

4. Focus on Content Creation

Content Plan: Develop a content calendar to ensure consistent and relevant content creation. This includes blog posts, social media updates, email newsletters, and more.

Engage with Visuals: Use high-quality images and videos to make your content more engaging. Visual content is highly effective in attracting and retaining audience attention.

5. Build and Maintain Authority

SEO Best Practices: Implement SEO best practices, including keyword research, on-page optimization, and backlink building. Ensure your business is listed in key directories like Google Business Profile, Apple Business Connect, and Bing Places.

Guest Blogging: Write guest posts for industry blogs and local publications to build backlinks and establish authority in your field.

6. Leverage Social Media

Consistent Presence: Maintain an active and consistent presence on social media platforms relevant to your audience. Post regularly, engage with followers, and participate in industry conversations.

Paid Advertising: Consider using paid social media advertising to reach a broader audience and drive targeted traffic to your website.

7. Encourage Customer Reviews

Request Reviews: Actively request reviews from satisfied customers on platforms like Google, Yelp, and industry-specific review sites. Positive reviews build trust and improve local SEO.

Showcase Testimonials: Highlight positive customer testimonials on your website and social media profiles to build credibility.

8. Monitor and Adjust

Regular Reviews: Regularly review your marketing performance against your goals. Use analytical tools to track key metrics and adjust your strategies as needed.

A/B Testing: Implement A/B testing for your campaigns to understand what works best. Test different headlines, images, and calls to action to optimize your results.

9. Seek Expert Guidance When Needed

Consult with Experts: If you encounter challenges, don’t hesitate to consult with digital marketing experts or use platforms like SimplyBeFound.com for additional support and advice.

Community Support: Join online forums and local business groups where you can ask questions, share experiences, and learn from others.

The digital landscape is constantly evolving. What emerging trends in digital marketing are you most excited about, particularly concerning local SEO and voice search?

The digital marketing landscape is indeed dynamic, and staying ahead of emerging trends is crucial for businesses to maintain a competitive edge. Here are some of the most exciting trends in digital marketing, particularly in local SEO and voice search:

1. Voice Search Optimization

Natural Language Processing (NLP): As voice search technology improves, optimizing for natural language queries is becoming increasingly important. This involves creating content that answers common questions in a conversational tone.

Local Voice Search: Voice searches often have local intent, such as "roofers near me" or "best pizza place nearby." Optimizing for local voice search means ensuring your business information is accurate and complete on all directories and focusing on long-tail keywords that mimic spoken queries.

2. Artificial Intelligence and Machine Learning

AI-Powered SEO Tools: Tools that use AI and machine learning are becoming more prevalent, helping businesses analyze vast amounts of data to improve their SEO strategies. These tools can provide insights into keyword performance, content optimization, and competitive analysis.

Chatbots and Virtual Assistants: AI-driven chatbots and virtual assistants are enhancing customer service by providing instant responses to queries, which can improve user experience and engagement on your website.

3. Visual and Voice Search Integration

Multimodal Search: The integration of voice and visual search is a growing trend. Platforms like Google Lens allow users to search using images and voice commands. Ensuring your content is optimized for both visual and voice search can increase your chances of being discovered through these methods.

4. Localized Content Marketing

Hyper-Local Content: Creating content that is highly specific to your local area can help attract nearby customers. This could include blog posts about local events, news, or partnerships with other local businesses.

Localized Social Media Campaigns: Running localized social media campaigns that target specific geographic areas can boost your local visibility and engagement.

5. User Experience (UX) Optimization

Mobile-First Indexing: With Google's mobile-first indexing, optimizing your website for mobile devices is more critical than ever. Ensure your site is responsive, loads quickly, and provides a seamless user experience on mobile devices.

Voice User Interface (VUI): As voice search grows, designing a voice user interface that provides a smooth and intuitive experience can set your business apart. This includes optimizing for voice commands and ensuring your site is easily navigable through voice search.

6. Structured Data and Schema Markup

Advanced Schema Markup: Using schema markup to provide search engines with detailed information about your business can enhance your visibility in search results. This includes local business schema, FAQ schema, and review schema.

Rich Snippets and Knowledge Graph: Implementing structured data to appear in rich snippets and Google's Knowledge Graph can increase your click-through rates and improve your search visibility.

7. Video Content and SEO

Video Marketing: Video content continues to grow in importance. Optimizing your videos for SEO, including using proper tags, descriptions, and transcriptions, can improve your rankings and drive more traffic.

Live Streaming: Engaging with your audience through live streaming on platforms like Facebook Live or YouTube Live can boost your local presence and foster community engagement.

8. Personalization and Customer Experience

Personalized Marketing: Tailoring your marketing messages to individual users based on their behavior, preferences, and location can enhance engagement and conversions.

Customer Feedback and Reviews: Actively managing and responding to customer reviews can improve your reputation and local SEO. Encourage satisfied customers to leave positive reviews and address any negative feedback promptly.

These emerging trends in digital marketing are transforming the way businesses approach local SEO and voice search. By staying informed and adapting to these trends, businesses can enhance their visibility, improve user engagement, and drive growth in their local markets. Embracing technologies like AI, voice search, and AR/VR, while focusing on personalized and localized content, will be key to staying competitive in the evolving digital landscape.

What is one piece of actionable advice you would give to aspiring digital marketers looking to make their mark in the industry, especially in the realm of local SEO?

Don't always follow the crowd; watch the data and how it's moving. With the rapid advancements in AI and technology, you need to be able to pivot at any given time.

In the fast-paced world of digital marketing, staying ahead of the curve requires more than just following popular trends. Here's how you can apply this advice effectively:

1. Stay Data-Driven

Analyze Trends: Regularly review analytics to identify emerging trends in your local market. Use tools like Google Analytics, Google Search Console, and social media insights to gather data.

Adapt Quickly: Be prepared to adapt your strategies based on the data. If you notice a shift in search behaviors or a new platform gaining popularity, be ready to pivot your approach.

2. Embrace New Technologies

AI and Machine Learning: Utilize AI-powered tools to automate and enhance your SEO efforts. These tools can help with keyword research, content creation, and performance analysis.

Voice Search Optimization: As voice search continues to grow, focus on optimizing for natural language queries and ensure your business information is accurate across all platforms.

3. Focus on Local SEO Best Practices

Optimize for Mobile: Ensure your website is mobile-friendly, as a significant portion of local searches are conducted on mobile devices.

Leverage Structured Data: Implement schema markup to help search engines understand your content better and improve your chances of appearing in rich snippets and voice search results.

Claim and Optimize Listings: Make sure your business is listed on major directories like Google Business Profile, Apple Business Connect, and Bing Places. Keep your information accurate and up-to-date.

4. Continuous Learning and Networking

Stay Updated: Follow industry blogs, attend webinars, and participate in online forums to stay informed about the latest trends and best practices in digital marketing.

Network with Peers: Join local business groups, attend industry conferences, and engage with other digital marketers to exchange ideas and learn from each other's experiences.

5. Be Creative and Unique

Innovative Content: Create unique and engaging content that stands out. This could include local stories, customer testimonials, or interactive content like quizzes and polls.

Experiment and Innovate: Don't be afraid to try new strategies and tools. Experiment with different types of content, advertising platforms, and SEO techniques to see what works best for your audience.

By focusing on data-driven strategies and being agile in your approach, you can stay ahead in the ever-evolving digital marketing landscape. Embracing new technologies and continuously learning will enable you to make a significant impact in the realm of local SEO.