{"id":106920,"date":"2020-03-24T23:46:00","date_gmt":"2020-03-25T04:46:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/covid-19-que-hacer-en-la-busqueda-local\/"},"modified":"2024-12-20T09:22:12","modified_gmt":"2024-12-20T14:22:12","slug":"covid-19-que-hacer-en-la-busqueda-local","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/local-search\/covid-19-que-hacer-en-la-busqueda-local\/","title":{"rendered":"COVID-19: \u00bfQu\u00e9 hacer en la b\u00fasqueda local?"},"content":{"rendered":"<p>El COVID-19 se ha propagado r\u00e1pidamente y ahora dicta c\u00f3mo las marcas se conectan con sus clientes y audiencias. La realidad es que en estos momentos las empresas tienen que comunicar m\u00e1s r\u00e1pido que nunca para cosechar futuros beneficios.<\/p>\n<p>Exploremos lo que las marcas deben realizar en el ecosistema de b\u00fasqueda local, tanto en sus p\u00e1ginas web, como en el mundo de terceros dominado por los gustos de Google, Apple y Yelp.<\/p>\n<h2>Aislados, online y en busca de orientaci\u00f3n.<\/h2>\n<p>La gente se encuentra aislada en sus casas, conectados online y en busca de orientaci\u00f3n. En este mundo nuevo, hay unos pocos escenarios claves en d\u00f3nde el marketing y las comunicaciones previamente definidas, seguir\u00e1n siendo adecuados para la sociedad actual, afectada por el virus.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-49142\" src=\"\/wpe-content\/uploads\/2020\/03\/contactless-delivery.jpg\" alt=\"Plano cercano de hombre abriendo la puerta de casa y de caja de delivery de comidaafuera de la puerta.\" width=\"652\" height=\"326\" \/><\/p>\n<p>Algunas cadenas de supermercados han comunicado que los ancianos gozan de horarios especiales para comprar durante las primeras horas de la ma\u00f1ana, servicios de comida delivery est\u00e1n realizando entregas sin contacto entre personas y tiendas de veh\u00edculos comunican si sus clientes pueden permanecer dentro de sus coches para un cambio de aceite. Todo negocio que permanezca abierto debe explicar el por qu\u00e9 y comunicar el valor que est\u00e1 proporcionando a la sociedad.<\/p>\n<p>La p\u00e1gina web es el primer lugar en donde las empresas y negocios deben actualizar sus mensajes, no solo porque es m\u00e1s f\u00e1cil comunicar a trav\u00e9s de plataformas propias, sino que los consumidores quieren escuchar directamente a las marcas. La p\u00e1gina web debe seguir siendo el canal de comunicaci\u00f3n m\u00e1s importante especialmente en estos d\u00edas.<\/p>\n<h3>6 pr\u00e1cticas recomendadas para p\u00e1ginas web durante el COVID-19<\/h3>\n<ol>\n<li>Agregar un banner con actualizaciones del COVID-19 y un link con la pol\u00edtica de pandemia de la empresa.<\/li>\n<li>Asegurar que los horarios est\u00e9n actualizados.<\/li>\n<li>Si la empresa cierra temporalmente, dejarlo muy claro en cada p\u00e1gina local.<\/li>\n<li>Describir cambios en los servicios (restaurantes que ofrecen delivery, gimnasios que ofrecen clases online).<\/li>\n<li>Si las tiendas est\u00e1n cerradas pero ofrecen servicios de venta ecommerce, se deben reorientar los mensajes para generar conversiones online en lugar de las visitas a la tienda.<\/li>\n<li><a href=\"\/es\/servicios\/diseno\/\">Llevar a cabo una auditor\u00eda UX<\/a> para optimizar el funnel de ecommerce.<\/li>\n<\/ol>\n<p>Una vez se haya optimizado la p\u00e1gina web para adaptarse a las nuevas necesidades, deseos e inquietudes de los clientes, es hora de dirigir la atenci\u00f3n a los sitios web de terceros.<\/p>\n<h3>6 t\u00e1cticas para desarrollar en sitios web de terceros durante el COVID-19<\/h3>\n<ol>\n<li>Utilizar la funci\u00f3n de \u201choras especiales\u201d para indicar nuevas horas de funcionamiento o un cierre temporal del negocio. (No se debe marcar al negocio \u201ccerrado temporalmente\u201d ya que da\u00f1ar\u00e1 la visibilidad durante mucho tiempo).<\/li>\n<li>Utilizar Google Posts para comunicar actualizaciones importantes a las audiencias.<\/li>\n<li>Considerar el cambio de categor\u00eda de negocio (por ejemplo un restaurante de pizza puede clasificar temporalmente como \u201cPizza A Domicilio\u201d).<\/li>\n<li>Asegurarse de que los n\u00fameros de tel\u00e9fono dirijan las llamadas a una centralita de atenci\u00f3n al cliente.<\/li>\n<li>Generar clics desde Google, Yelp, Facebook, Apple y otros sitios a la p\u00e1gina web de mayor relevancia para el negocio (por ejemplo, el site del ecommerce).<\/li>\n<li>Actualizar las descripciones de la empresa para comunicar a los clientes la disponibilidad de productos o cualquier informaci\u00f3n importante.<\/li>\n<\/ol>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Nuestra Newsletter            <\/h2>\n            <p class=\"subtitle\">\n                Recibe en tu bandeja de entrada informaci\u00f3n<br class=\"d-none d-lg-block\"> exclusiva sobre lo m\u00e1s relevante<br class=\"d-none d-lg-block\"> del marketing digital.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f530c6c210d'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Direcci\u00f3n de correo electr\u00f3nico' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Enviar<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f530c6c210d');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Gracias por suscribirse.');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); 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No exactamente.<\/h2>\n<p>Sitios como Google, Apple o Facebook est\u00e1n bajo una enorme cantidad de estr\u00e9s debido a las m\u00faltiples actualizaciones necesarias que han realizado. Nunca se hab\u00edan observado tantas actualizaciones de datos de ubicaciones al mismo tiempo, lo que ha provocado fallas como en la API de Google My Business o la funcionalidad Bulk Uploader.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-49149\" src=\"\/wpe-content\/uploads\/2020\/03\/computer-error.jpg\" alt=\"Mensaje de error en la pantalla de un ordenador.\" width=\"652\" height=\"326\" \/><\/p>\n<p>Las empresas deben tener en cuenta que dichas actualizaciones van a necesitar esfuerzos adicionales y la importancia de tener a un equipo preparado para comunicar mensajes claves y mantener los datos actualizados. Despu\u00e9s de todo, Google est\u00e1 marcando abiertos aleatoriamente negocios que se encuentran cerrados y ha mostrado retrasos para actualizar cambios de horarios. Siendo honestos, debemos aceptar estos problemas por ahora.<\/p>\n<p>Google ha tenido que tomar la dif\u00edcil decisi\u00f3n de<a href=\"\/es\/blog\/covid-19-google-deshabilita-todas-las-resenas-locales\/\">desactivar las rese\u00f1as locales, las respuestas de opiniones y las preguntas y respuestas<\/a>, en un intento de consolidar sus esfuerzos para asegurar que las consultas m\u00e9dicas generen los resultados correctos.<\/p>\n<h2>Ofrecer tranquilidad en esta nueva realidad<\/h2>\n<p>Nadie puede estar seguro de lo que deparar\u00e1 el futuro, pero los consumidores contin\u00faan teniendo necesidades b\u00e1sicas por satisfacer durante esta nueva realidad. Las personas continuar\u00e1n comprando ropa, cambiando el aceite de sus coches, comprando regalos de cumplea\u00f1os y renovando las p\u00f3lizas de seguro. Por ende, las marcas se deben comunicar y conectar con sus audiencias para ayudar a suavizar el dif\u00edcil contexto de la pandemia.<\/p>\n<p>Ahora m\u00e1s que nunca es momento de organizar al equipo de trabajo (o contratar al socio adecuado) para<a href=\"\/es\/servicios\/gestion-de-presencia-local\/\">gestionar la presencia online de la empresa<\/a>. Lo que antes se resolv\u00eda exclusivamente con tecnolog\u00eda, ahora necesita un toque humano para garantizar que los mensajes conecten con los usuarios en estos momentos de necesidad.<\/p>\n<p><a class=\"btn blog-contact-btn\">CONT\u00c1CTANOS<\/a><\/p>\n<div id=\"pdfDownload\">\n\t\t\t\t\t<script>\n\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\tportalId: 5408011,\n\t\t\t\t\t\t\t\tformId: \"b74b7a49-b912-4f04-85c2-316857d74d8c\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1777676486000-5387905587\",\n\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t})});\n\t\t\t\t\t<\/script>\n\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1777676486000-5387905587\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>El COVID-19 se ha propagado r\u00e1pidamente y ahora dicta c\u00f3mo las marcas se conectan con sus clientes y audiencias. La realidad es que en estos momentos las empresas tienen que comunicar m\u00e1s r\u00e1pido que nunca para cosechar futuros beneficios. Exploremos lo que las marcas deben realizar en el ecosistema de b\u00fasqueda local, tanto en sus [&hellip;]<\/p>\n","protected":false},"author":61,"featured_media":106922,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2887],"tags":[1671,1697,1145,1562],"class_list":["post-106920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search","tag-coronavirus-4","tag-covid-19-6","tag-local-search-6","tag-marketing-6"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>COVID-19: \u00bfQu\u00e9 hacer en la b\u00fasqueda local? | DAC<\/title>\n<meta name=\"description\" content=\"Exploremos lo que las marcas deben hacer en el ecosistema de las b\u00fasquedas locales en estos momentos, ya sea en sus propios medios o en Google, Apple y Yelp.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/local-search\/covid-19-que-hacer-en-la-busqueda-local\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"COVID-19: \u00bfQu\u00e9 hacer en la b\u00fasqueda local? 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