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Websites
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Think of this as brand therapy, where you tell us everything about your company, where it's headed, and what hasn't worked in the past. This process can last as long as it needs for us to get what makes you tick.

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Once we help you nail down your goals, we'll create the best possible strategy that fits your budget and timeline. We'll make sure there's plenty of wiggle room for last-minute pivots so it always feels like you.

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This is where the fun starts. Our experts will take the lead and get cooking, keeping you in the loop the entire way. You'll always have our full attention — no excuses.

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Once we launch, it's still all hands on deck. Our team will track performance, report our findings, and seize every opportunity to make things better — so you can kick back and watch your numbers grow.

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Our credo can be summed up in four words: do more, talk less. Once we get to know you inside-out and build out the perfect strategy, we'll serve up the deliverables that are d*mn good, every time.

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November 14, 2025

Local SEO Tips for the Holidays: How to Capture More Foot Traffic The holidays are a magical time, especially for local businesses. Shoppers are searching, exploring, and spending. But with more competition than ever, and online search behavior shifting toward hyper-local queries, you need a little extra marketing sparkle. You need holiday-optimized local SEO. Whether you run a boutique in Sherman Oaks, a fitness studio in Venice, or a bakery in Pasadena, local search visibility can dramatically boost your foot traffic and revenue during the busiest shopping season of the year. Below are the top ways to give your business a festive boost in local search results during the holidays. Why Local SEO Matters More Than Ever During the Holidays Holiday shoppers are laser-focused. They want: Gifts near them Restaurants open now Holiday events in their neighborhood Local places with great reviews Businesses with updated hours The closest store with what they need right now Searches like these surge dramatically in November and December. “best holiday gifts near me” “open Christmas Eve restaurant LA” “Santa Monica toy store open now” Local SEO ensures that shoppers not only find you, but choose you. 1. Optimize Your Google Business Profile for Holiday Success Think of your Google Business Profile (GBP) as your business’s digital storefront: the wreath on your shop door, the hot cocoa smell drifting out into the street. It’s often the first impression customers get of you. Update Your Holiday Hours You want to avoid frustrating your customers, especially during the holidays. Google even highlights businesses with updated holiday hours, which builds instant trust. Add hours for: Christmas Eve Christmas Day New Year’s Eve New Year’s Day Any extended holiday shopping hours Open late for gift shopping? Tell Google so your customers can stop by during extended hours. Add Fresh Holiday Photos Google loves active profiles. Post photos of: Holiday displays Limited-time items Festive décor (even a tasteful string of lights counts) Gift bundles Seasonal photos show customers (and Google) that your business is thriving, and ready for holiday action. Use Google Posts for Seasonal Promos Google Posts are free mini-ads inside your listing. Use them to promote: Holiday sales Gift card specials Catering menus Extended hours Events Add a CTA like “Order Online,” “Call Now,” or “Get Directions.” Update Your Categories If Needed Adding temporary categories, such as the following, can help your visibility during the holiday surge. “Gift shop” “Holiday store” “Seasonal items retailer” 2. Target Holiday-Specific Local Keywords Holiday shoppers don’t just browse your website during the holidays, they search with intent. They’re looking for convenience, speed, and location. Local keyword updates help your business appear in high-volume seasonal searches. Identify Local Holiday Search Terms Examples include: “Los Angeles holiday gifts” “Holiday brunch near me” “LA Christmas desserts” “Last-minute gifts Pasadena” “Holiday events in West Hollywood” These are searches with purchase intent wrapped in urgency, like the perfect present waiting to be opened. Add Local Keywords to Your Website Update: Homepage Service pages Product listings Location pages Blog posts Add phrases naturally, like: “Looking for last-minute holiday gifts in Venice? Our shop has curated gift bundles ready for pickup.” Use Hyper-Local Signals Include neighborhood names, nearby landmarks, or cross streets. Example: “Located steps from The Grove. Perfect for holiday shoppers looking for unique gifts.” 3. Encourage Customer Reviews (’Tis the Season for Social Proof) Online reviews matter all year. But during the holidays, they’re gold ornaments for your credibility. Shoppers choose businesses that feel trustworthy, reliable, and well-loved. Here’s how to spark more positive reviews: Ask at the Right Time Ask customers right after: Buying a gift Picking up an online order Dining in Attending a class Completing a service visit Make the ask friendly: “Thank you for supporting our small business this holiday season. If you enjoyed your visit, we’d love a quick review!” Make Reviews Easy with Direct Links Include your Google review link on: Receipts Thank-you emails QR codes near your register Signs in-store Respond to Every Review Responding shows you care. Google rewards engaged businesses. Customers reward kindness. Even a simple “Thank you! We’re so glad you enjoyed your holiday visit!” goes a long way. 4. Add Holiday Content to Your Website Search engines love fresh, relevant content. Especially when it’s tailored to seasonal searches. Create Holiday Landing Pages Examples: “Holiday Catering in Los Angeles” “2024 Holiday Gift Guide – Los Angeles Edition” “Where to Buy Holiday Desserts in Santa Monica” These help you rank for high-intent local searches. Publish Holiday-Themed Blogs Post articles like: “Best Places in LA for Holiday Photos” “Top 10 Local Gift Ideas Under $50” “Your Local Guide to Holiday Dining in Pasadena” Think of holiday blogs as SEO stocking stuffers: small but surprisingly powerful. Highlight Holiday Events & Specials If you’re hosting events, tastings, workshops, or special menus, give them their own pages and add event schema markup. 5. Boost Local Visibility Through Backlinks & Partnerships Winning the holiday season requires that you not only seen, but are also recommended. Partner with Local Influencers or Bloggers Gift guides, holiday shopping roundups, and “best of LA” lists can send quality traffic your way. Join Holiday Markets or Community Events Join holiday markets and community events, such as pop-ups, fairs, and artisan markets, where local listings often include backlinks that act like SEO candy canes. Think: Holiday pop-ups Small business fairs Local artisan markets Collaborate with Neighboring Small Businesses Collaborate with nearby small businesses through cross-promotions, shared giveaways, and gift bundles. It’s holiday cheer that boosts visibility, community, and backlinks. Consider: Cross-promotions Shared giveaways Gift bundles 6. Make Sure Your Mobile Experience Shines Bright Most holiday searches happen on mobile, especially “near me” queries from people already out shopping. Ensure Fast Load Times A slow page is the holiday equivalent of Santa without Rudolph. Simplify Menus, Checkouts, and Calls-to-Action People browsing from their phones do not have patience for complicated navigation. Make Click-to-Call and Click-for-Directions Effortless One tap should get shoppers either calling you or heading your way. Small SEO Tweaks Can Mean Big Holiday Wins During the holidays, people want the best local options. And fast. With updated business listings, seasonal keywords, fresh content, and a sprinkle of holiday charm, you can make sure your business is the one they find first. Local SEO is a simple, high-impact way to boost: Foot traffic Online orders Customer trust Repeat business If you want help optimizing your Google Business Profile, refreshing your local content, or getting found by holiday shoppers, COLAB is here to help. Let’s make sure your business shines bright this season.

SEO
October 28, 2025

Local SEO vs. Traditional SEO (And How AI Search Factors In) Search has changed a lot over the years. What used to be a simple matter of keywords and backlinks has evolved into a complex ecosystem. One where location, intent, and even artificial intelligence play a role in who gets found online. For small businesses in Los Angeles, this means one thing: understanding how Local SEO, Traditional SEO, and AI Search work together help you stay visible. Let’s take a look at all the factors. Table of Contents: What Is Traditional SEO? What Is Local SEO? Key Differences Between Traditional SEO and Local SEO How AI Search Comes Into Play How AI Affects Traditional SEO How AI Affects Local SEO When to Use Traditional SEO vs. Local SEO (or Both) How to Get Started with AI-Optimized Local SEO How AI-Optimized SEO Will Affect the Future FAQs: Local SEO vs. Traditional SEO Contact COLAB for Local SEO Services Today What Is Traditional SEO? Traditional SEO is the foundation of online visibility. It’s all about helping your website rank in search results based on relevance, authority, and quality, regardless of where the searcher is located. Think of it like this: Traditional SEO focuses on “what” someone is searching for, not the “where.” Examples “Best hiking boots for beginners” “How to replace a car battery” “Email marketing tips for small businesses” These are non-location-based searches that could come from anywhere in the world. Core Elements of Traditional SEO Keyword Research: Finding search terms your audience uses. Content Optimization: Writing blog posts and web pages that match search intent. Link Building: Earning backlinks to build domain authority. Technical SEO: Improving site speed, structure, and indexing. User Experience (UX): Ensuring your website loads fast and works well on mobile. Who Needs Traditional SEO If you run an eCommerce store, national brand, or online service, traditional SEO helps you reach customers no matter where they are. What Is Local SEO? Local SEO, on the other hand, is all about being visible to people near you. It’s what helps your business show up when someone searches for “coffee near me” or “plumber in Culver City.” In other words, Local SEO focuses on “where”; optimizing your digital presence for a specific city, neighborhood, or service area. Core Elements of Local SEO Google Business Profile (GBP): The single most important factor for local visibility. Local Citations: Making sure your Name, Address, and Phone (NAP) are consistent everywhere. Reviews and Ratings: Customer feedback helps both visibility and trust. Localized Content: Creating pages or posts about your local area. Backlinks from Local Websites: Getting featured on community blogs, chambers, or directories. Who Needs Local SEO If you’re a restaurant in Santa Monica, a realtor in Studio City, or a salon in Pasadena, Local SEO ensures you appear when potential customers search nearby. Key Differences Between Traditional SEO and Local SEO Aspect Traditional SEO Local SEO Goal Rank nationally or globally Rank in your geographic area Keywords “best skin care products” “best skin care in Los Angeles” Ranking Factors Backlinks, content, authority Proximity, relevance, reviews SERP Features Organic listings, snippets Map Pack, reviews, local results Search Intent Informational or transactional Navigational or “near me” Traditional SEO builds broad visibility, while Local SEO helps customers find you in their neighborhood. How AI Search Comes Into Play Artificial intelligence is changing how people search, and how Google shows results. What Is AI Search? In 2024, Google rolled out AI Overviews, an AI-powered feature that gives users a summarized answer right at the top of search results. Instead of showing a list of blue links, AI Overviews summarize information, cite trusted websites, and sometimes even include maps, reviews, and product options. For example, if someone searches: “Best vegan restaurants in Los Angeles” They might now see an AI Overview with: A list of nearby restaurants. Ratings and short descriptions. Snippets pulled from websites and Google Business Profiles. How AI Impacts SEO AI search favors trustworthy, well-structured, and contextually clear information. That means your SEO strategy needs to focus not only on keywords, but also on content clarity, structured data, and reputation signals. How AI Affects Traditional SEO For Traditional SEO, AI is pushing websites toward depth and authority. It’s no longer enough to write surface-level articles. Google’s AI models want complete, well-organized answers that demonstrate expertise and credibility. Tips for Adapting Write conversational, question-based content. Use natural language and anticipate related questions. Add structured data (schema). It helps AI understand your content’s context. Build topical authority. Create clusters of related content on a subject. Include visuals. Images and video are now part of AI Overviews. Essentially, become the best answer on the internet for your topic to get your content featured in AI summaries. How AI Affects Local SEO AI search doesn’t just summarize global info. It’s making local results smarter and more personalized. For example: “Best coffee shops near me open right now” AI might now show: Real-time hours and reviews. Menu highlights. Driving distance and estimated price range. To get featured in these AI-driven results, businesses need to feed Google complete, accurate, and structured data. How to Optimize Local SEO for AI 1. Keep Your Google Business Profile Updated. Hours, location, services, photos, and posts all feed AI results. 2. Get and Respond to Reviews. Sentiment and engagement influence how AI ranks local businesses. 3. Use Local Schema Markup. Structured data helps AI understand your business type, address, and services. 4. Add Photos and Videos. AI favors listings with visual assets and recent updates. 5. Be Active in Your Community. Local backlinks from news outlets or event sites help Google (and AI) verify legitimacy. When to Use Traditional SEO vs. Local SEO (or Both) Traditional SEO Works Best For: eCommerce and national brands. Content-driven websites like blogs or SaaS platforms. Businesses selling or shipping products nationwide. Local SEO Works Best For: Restaurants, gyms, salons, and shops. Home service providers (plumbers, electricians, HVAC). Local professionals (realtors, attorneys, dentists). Using Both Together The best marketing strategies combine the two. For instance, a Los Angeles bakery can use: Local SEO to attract walk-in customers and wedding cake orders nearby. Traditional SEO to rank nationally for “custom cakes delivered anywhere in the U.S.” The balance depends on your goals—visibility across Los Angeles, or growth beyond it. How to Get Started with AI-Optimized Local SEO 1. Audit Your SEO Presence Use tools like Google Search Console, Ahrefs, or SEMrush to see where your site currently ranks. 2. Optimize Your Google Business Profile Ensure your listing includes: Accurate NAP (name, address, phone) info. High-quality photos. A keyword-rich business description. Weekly posts and customer updates. 3. Create Content for Humans and AI Write FAQs, guides, and blogs that answer real customer questions in clear, natural language. 4. Use Schema Markup This structured code tells AI what your business is, where it’s located, and what it offers. 5. Encourage Reviews and Engagement AI prioritizes businesses that show active, positive interaction with customers. How AI-Optimized SEO Will Affect the Future AI is not replacing SEO, but it is refining it. The businesses that thrive in this new era will be those that combine traditional ranking techniques with local trust signals and AI-friendly structure. For small businesses in Los Angeles, this means: Strong, accurate business listings. Content that builds authority. A consistent digital presence that AI can easily understand. FAQs: Local SEO vs. Traditional SEO What’s the main difference between Local SEO and Traditional SEO? Local SEO helps your business appear in searches specific to your area, like “plumber in Los Angeles.” Traditional SEO focuses on ranking nationally or globally for non-location-based searches. Why does my Los Angeles business need Local SEO? Local SEO helps you appear in Google Maps and “near me” results, reaching nearby customers ready to buy. It’s essential for driving foot traffic and phone calls from your local audience. How does AI Search change SEO? AI-powered search (like Google’s AI Overviews) now summarizes answers directly on search pages. Businesses must optimize their content and data so AI tools recognize them as trusted, authoritative sources. Can I use both Local and Traditional SEO at the same time? Yes! Many businesses combine both. For example, a Los Angeles bakery might use Local SEO to attract nearby customers and Traditional SEO to sell products nationwide through its website. How do I optimize my business for AI Search? Focus on accuracy, structure, and trust. Keep your Google Business Profile updated, use schema markup, create clear FAQ-style content, and build reviews. AI rewards clarity and credibility. Does AI mean SEO is less important? No, AI actually depends on SEO to find accurate, well-structured data. The better your SEO, the more likely AI is to surface your business in its summaries. How long does it take to see Local SEO results? Typically 3–6 months. Factors like competition, number of reviews, and consistency across listings all affect how quickly you appear in Google’s local results and maps. What’s the first step to improving my SEO right now? Start by auditing your Google Business Profile and website. Ensure your info is correct, add location-based keywords, and publish helpful content that answers real customer questions. Contact COLAB for Local SEO Services Today SEO is more complicated than ever. Success today comes from combining Traditional SEO for reach, Local SEO for relevance, and AI Optimization for future visibility. If your business depends on being found—in search, on maps, or through AI-powered tools—now’s the time to evolve your strategy. At COLAB Los Angeles, we help small businesses merge digital marketing, local visibility, and modern AI SEO tactics into one powerful growth system. Contact us today to make your business easier to find in this new era of search.

SEO
September 18, 2025

Rebranding Fail vs Success: Cracker Barrel and Dunkin Brands that stick around long enough eventually reach a point where they must decide how to evolve their business in order to stay relevant and grow. In recent years, Dunkin’ (formerly Dunkin’ Donuts) and Cracker Barrel both took steps to modernize their brand identities. But while one rebrand generally succeeded in advancing relevance without sacrificing identity, the other stirred controversy, customer backlash, and ultimately a retreat. In this post, we’ll compare Dunkin’s smart balance of change + continuity with Cracker Barrel’s more disruptive rebrand (and what went wrong). If you’re thinking of rebranding, this is your guide to doing it in a way that retains your identity and grows your audience. Table of Contents: Dunkin’s Rebrand: What They Did Right Cracker Barrel’s Rebrand: What They Attempted & Where It Missed the Mark Visual References to Compare Lessons to Avoid Failed Rebranding Contact COLAB for Branding and Rebranding Dunkin’s Rebrand: What They Did Right Key Moves Name shortening: In 2018, Dunkin’ officially dropped “Donuts” to become just *Dunkin’*. The name change aligned with the reality that people already called it that. It reinforced the shift toward being beverage-led and convenience-focused. Visual continuity: They kept the iconic pink & orange color palette, energetic fonts, and many visual cues that customers already recognized. No radical change in visual voice. Just a cleaner, more modern execution. Focus on convenience & experience: Dunkin’ renovated stores, added mobile ordering and drive-thru options, made physical spaces more efficient for on-the-go behaviors. The rebrand wasn’t just cosmetic. It reflected actual shifts in what customers wanted. Why It Generally Worked Maintained brand equity: Because they preserved the color palette, much of their visual identity, and the spirit of what people already loved, the change felt like evolution, not erasure. Clear messaging: Dunkin’ told its audience what was changing and what was staying. Donuts weren’t disappearing; the core promise of fast coffee + friendliness stayed intact. Audience alignment: They leaned into the shift toward beverages and convenience, a trend already underway, especially among younger audiences. The rebrand met a need, rather than forcing a new concept. Cracker Barrel’s Rebrand: What They Attempted & Where It Missed the Mark What They Changed Simplified logo: Cracker Barrel, under new leadership, rolled out a strategy to modernize: simplified logos (removing or de-emphasizing heritage imagery like Uncle Herschel), lighter, brighter interiors, more “contemporary” design in stores. The visual identity was made simpler, the signage and atmosphere more modern. The intention: attract younger customers, refresh perception, appeal in digital and mobile environments. In short: look less like a formal, old-country chain and more approachable, stylish, up-to-date. What Went Wrong Emotional disconnect: Many loyal customers saw the old branding as part of what they loved: nostalgia, comfort, tradition. The heritage icons had emotional weight. Removing or simplifying them felt like erasing identity. Insufficient continuity: Because elements people cherished were removed (e.g. signature imagery, “Old Country Store” wording), the change wasn’t balanced with reminders of what had made Cracker Barrel beloved. Backlash & reversal: The negative reaction was swift. Customers, social media, even political voices criticized the change. Cracker Barrel ended up reinstating its original logo and slowing or modifying the redesign efforts. Visual Comparison: Dunkin’ vs Cracker Barrel Before Visuals After / Rebrand Visuals What You Notice (Continuity or Disruption) Classic logo: “Dunkin’ Donuts” wordmark + icon, using pink & orange, whimsical feel. Simplified logo with “Dunkin’” only, retaining bold colors Color continuity preserved, name shortened but familiar fonts remain; experience improved but legacy feel still visible. Before Visuals After / Rebrand Visuals What You Notice (Continuity or Disruption) Iconography heavy: rustic heritage imagery, “Old Country Store” branding Simplified logo, removal of certain heritage features Loss of visual cues customers associate with tradition; fewer markers of what made the brand feel “homey.” Lessons to Avoid Failed Rebranding Here are some key lessons based on what Dunkin’ got right and what Cracker Barrel stumbled on: Honor what your audience already loves Before erasing heritage elements (logos, mascots, signage), understand which ones carry emotional weight. These are what customers will identify with and defend. Change with clarity Be transparent about what is and what isn’t changing. Tell your audience both what to expect and what you intend to preserve. Consistency + roots + relevance = trust + growth A rebrand should both modernize and remain recognizable. The more recognizable the changes, the less alienating they are. Roll out over time Dash out prototypes, gather feedback, consider limited rollouts. See how customers react. Small-scale changes can reduce risk. Use moments for high visibility Dunkin’ timed much of their rollout with store redesigns, packaging updates, and digital campaigns. Cracker Barrel’s changes felt more abrupt, which magnified customer reaction. Measure emotional response—not just sales Track brand sentiment, loyalty, and recognition alongside performance metrics. If sentiment drops even as sales rise temporarily, that could be a warning. Contact COLAB for Branding and Rebranding Rebranding isn’t just about looking "new"—it’s about staying relevant *and* staying true. Dunkin’ demonstrates how you can modernize your name, identity, and experience while keeping the emotional bonds strong. Cracker Barrel shows how removing too many of those bonds can cause backlash—even for a well-loved brand. If you're an SMB considering rebrand: audit your heritage, decide what elements are essential, communicate clearly, test before mass rollout. And make sure your new identity still feels like you to the people who already believe in you.

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STRATEGY

Planning
Positioning
Market Research
GTM Strategy
Competitive Analysis
Audit + Optimization
service-design

DESIGN

Web + Mobile
Branding + Refresh
Illustration
Pitch Decks
Print Media
Merch
service-development

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Websites
Mobile Apps
Prototyping
Architecture
Custom Software
SaaS Development
service-marketing

MARKETING

Paid Search + Social
SEO + Content
Experiential
Photo + Video
Organic Social
Email + SMS
we're very talented
check out our pricing deck
 

JOIN THE COOL
KIDS CLUB

WE SAVED YOU A SEAT
 

OUR PROCESS

Our credo can be summed up in four words: do more, talk less. Once we get to know you inside-out and build out the perfect strategy, we'll serve up the deliverables that are d*mn good, every time.

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LEARN ABOUT YOU

Think of this as brand therapy, where you tell us everything about your company, where it's headed, and what hasn't worked in the past. This process can last as long as it needs for us to get what makes you tick.

imgBulb

CREATE A GAME PLAN

Once we help you nail down your goals, we'll create the best possible strategy that fits your budget and timeline. We'll make sure there's plenty of wiggle room for last-minute pivots so it always feels like you.

imgBulb

MAKE SH*T HAPPEN

This is where the fun starts. Our experts will take the lead and get cooking, keeping you in the loop the entire way. You'll always have our full attention — no excuses.

imgBulb

OPTIMIZE + REPEAT

Once we launch, it's still all hands on deck. Our team will track performance, report our findings, and seize every opportunity to make things better — so you can kick back and watch your numbers grow.

LET'S SHOW YOU HOW IT'S DONE
NO MISPELLINGS HERE
 

we write REAL good too.

November 14, 2025
Local SEO Tips for the Holidays: How to Capture More Foot Traffic The holidays are a magical time, especially for local businesses. Shoppers are searching, exploring, and spending. But with more competition than ever, and online search behavior shifting toward hyper-local queries, you need a little extra marketing sparkle. You need holiday-optimized local SEO. Whether you run a boutique in Sherman Oaks, a fitness studio in Venice, or a bakery in Pasadena, local search visibility can dramatically boost your foot traffic and revenue during the busiest shopping season of the year. Below are the top ways to give your business a festive boost in local search results during the holidays. Why Local SEO Matters More Than Ever During the Holidays Holiday shoppers are laser-focused. They want: Gifts near them Restaurants open now Holiday events in their neighborhood Local places with great reviews Businesses with updated hours The closest store with what they need right now Searches like these surge dramatically in November and December. “best holiday gifts near me” “open Christmas Eve restaurant LA” “Santa Monica toy store open now” Local SEO ensures that shoppers not only find you, but choose you. 1. Optimize Your Google Business Profile for Holiday Success Think of your Google Business Profile (GBP) as your business’s digital storefront: the wreath on your shop door, the hot cocoa smell drifting out into the street. It’s often the first impression customers get of you. Update Your Holiday Hours You want to avoid frustrating your customers, especially during the holidays. Google even highlights businesses with updated holiday hours, which builds instant trust. Add hours for: Christmas Eve Christmas Day New Year’s Eve New Year’s Day Any extended holiday shopping hours Open late for gift shopping? Tell Google so your customers can stop by during extended hours. Add Fresh Holiday Photos Google loves active profiles. Post photos of: Holiday displays Limited-time items Festive décor (even a tasteful string of lights counts) Gift bundles Seasonal photos show customers (and Google) that your business is thriving, and ready for holiday action. Use Google Posts for Seasonal Promos Google Posts are free mini-ads inside your listing. Use them to promote: Holiday sales Gift card specials Catering menus Extended hours Events Add a CTA like “Order Online,” “Call Now,” or “Get Directions.” Update Your Categories If Needed Adding temporary categories, such as the following, can help your visibility during the holiday surge. “Gift shop” “Holiday store” “Seasonal items retailer” 2. Target Holiday-Specific Local Keywords Holiday shoppers don’t just browse your website during the holidays, they search with intent. They’re looking for convenience, speed, and location. Local keyword updates help your business appear in high-volume seasonal searches. Identify Local Holiday Search Terms Examples include: “Los Angeles holiday gifts” “Holiday brunch near me” “LA Christmas desserts” “Last-minute gifts Pasadena” “Holiday events in West Hollywood” These are searches with purchase intent wrapped in urgency, like the perfect present waiting to be opened. Add Local Keywords to Your Website Update: Homepage Service pages Product listings Location pages Blog posts Add phrases naturally, like: “Looking for last-minute holiday gifts in Venice? Our shop has curated gift bundles ready for pickup.” Use Hyper-Local Signals Include neighborhood names, nearby landmarks, or cross streets. Example: “Located steps from The Grove. Perfect for holiday shoppers looking for unique gifts.” 3. Encourage Customer Reviews (’Tis the Season for Social Proof) Online reviews matter all year. But during the holidays, they’re gold ornaments for your credibility. Shoppers choose businesses that feel trustworthy, reliable, and well-loved. Here’s how to spark more positive reviews: Ask at the Right Time Ask customers right after: Buying a gift Picking up an online order Dining in Attending a class Completing a service visit Make the ask friendly: “Thank you for supporting our small business this holiday season. If you enjoyed your visit, we’d love a quick review!” Make Reviews Easy with Direct Links Include your Google review link on: Receipts Thank-you emails QR codes near your register Signs in-store Respond to Every Review Responding shows you care. Google rewards engaged businesses. Customers reward kindness. Even a simple “Thank you! We’re so glad you enjoyed your holiday visit!” goes a long way. 4. Add Holiday Content to Your Website Search engines love fresh, relevant content. Especially when it’s tailored to seasonal searches. Create Holiday Landing Pages Examples: “Holiday Catering in Los Angeles” “2024 Holiday Gift Guide – Los Angeles Edition” “Where to Buy Holiday Desserts in Santa Monica” These help you rank for high-intent local searches. Publish Holiday-Themed Blogs Post articles like: “Best Places in LA for Holiday Photos” “Top 10 Local Gift Ideas Under $50” “Your Local Guide to Holiday Dining in Pasadena” Think of holiday blogs as SEO stocking stuffers: small but surprisingly powerful. Highlight Holiday Events & Specials If you’re hosting events, tastings, workshops, or special menus, give them their own pages and add event schema markup. 5. Boost Local Visibility Through Backlinks & Partnerships Winning the holiday season requires that you not only seen, but are also recommended. Partner with Local Influencers or Bloggers Gift guides, holiday shopping roundups, and “best of LA” lists can send quality traffic your way. Join Holiday Markets or Community Events Join holiday markets and community events, such as pop-ups, fairs, and artisan markets, where local listings often include backlinks that act like SEO candy canes. Think: Holiday pop-ups Small business fairs Local artisan markets Collaborate with Neighboring Small Businesses Collaborate with nearby small businesses through cross-promotions, shared giveaways, and gift bundles. It’s holiday cheer that boosts visibility, community, and backlinks. Consider: Cross-promotions Shared giveaways Gift bundles 6. Make Sure Your Mobile Experience Shines Bright Most holiday searches happen on mobile, especially “near me” queries from people already out shopping. Ensure Fast Load Times A slow page is the holiday equivalent of Santa without Rudolph. Simplify Menus, Checkouts, and Calls-to-Action People browsing from their phones do not have patience for complicated navigation. Make Click-to-Call and Click-for-Directions Effortless One tap should get shoppers either calling you or heading your way. Small SEO Tweaks Can Mean Big Holiday Wins During the holidays, people want the best local options. And fast. With updated business listings, seasonal keywords, fresh content, and a sprinkle of holiday charm, you can make sure your business is the one they find first. Local SEO is a simple, high-impact way to boost: Foot traffic Online orders Customer trust Repeat business If you want help optimizing your Google Business Profile, refreshing your local content, or getting found by holiday shoppers, COLAB is here to help. Let’s make sure your business shines bright this season.
SEO
October 28, 2025
Local SEO vs. Traditional SEO (And How AI Search Factors In) Search has changed a lot over the years. What used to be a simple matter of keywords and backlinks has evolved into a complex ecosystem. One where location, intent, and even artificial intelligence play a role in who gets found online. For small businesses in Los Angeles, this means one thing: understanding how Local SEO, Traditional SEO, and AI Search work together help you stay visible. Let’s take a look at all the factors. Table of Contents: What Is Traditional SEO? What Is Local SEO? Key Differences Between Traditional SEO and Local SEO How AI Search Comes Into Play How AI Affects Traditional SEO How AI Affects Local SEO When to Use Traditional SEO vs. Local SEO (or Both) How to Get Started with AI-Optimized Local SEO How AI-Optimized SEO Will Affect the Future FAQs: Local SEO vs. Traditional SEO Contact COLAB for Local SEO Services Today What Is Traditional SEO? Traditional SEO is the foundation of online visibility. It’s all about helping your website rank in search results based on relevance, authority, and quality, regardless of where the searcher is located. Think of it like this: Traditional SEO focuses on “what” someone is searching for, not the “where.” Examples “Best hiking boots for beginners” “How to replace a car battery” “Email marketing tips for small businesses” These are non-location-based searches that could come from anywhere in the world. Core Elements of Traditional SEO Keyword Research: Finding search terms your audience uses. Content Optimization: Writing blog posts and web pages that match search intent. Link Building: Earning backlinks to build domain authority. Technical SEO: Improving site speed, structure, and indexing. User Experience (UX): Ensuring your website loads fast and works well on mobile. Who Needs Traditional SEO If you run an eCommerce store, national brand, or online service, traditional SEO helps you reach customers no matter where they are. What Is Local SEO? Local SEO, on the other hand, is all about being visible to people near you. It’s what helps your business show up when someone searches for “coffee near me” or “plumber in Culver City.” In other words, Local SEO focuses on “where”; optimizing your digital presence for a specific city, neighborhood, or service area. Core Elements of Local SEO Google Business Profile (GBP): The single most important factor for local visibility. Local Citations: Making sure your Name, Address, and Phone (NAP) are consistent everywhere. Reviews and Ratings: Customer feedback helps both visibility and trust. Localized Content: Creating pages or posts about your local area. Backlinks from Local Websites: Getting featured on community blogs, chambers, or directories. Who Needs Local SEO If you’re a restaurant in Santa Monica, a realtor in Studio City, or a salon in Pasadena, Local SEO ensures you appear when potential customers search nearby. Key Differences Between Traditional SEO and Local SEO Aspect Traditional SEO Local SEO Goal Rank nationally or globally Rank in your geographic area Keywords “best skin care products” “best skin care in Los Angeles” Ranking Factors Backlinks, content, authority Proximity, relevance, reviews SERP Features Organic listings, snippets Map Pack, reviews, local results Search Intent Informational or transactional Navigational or “near me” Traditional SEO builds broad visibility, while Local SEO helps customers find you in their neighborhood. How AI Search Comes Into Play Artificial intelligence is changing how people search, and how Google shows results. What Is AI Search? In 2024, Google rolled out AI Overviews, an AI-powered feature that gives users a summarized answer right at the top of search results. Instead of showing a list of blue links, AI Overviews summarize information, cite trusted websites, and sometimes even include maps, reviews, and product options. For example, if someone searches: “Best vegan restaurants in Los Angeles” They might now see an AI Overview with: A list of nearby restaurants. Ratings and short descriptions. Snippets pulled from websites and Google Business Profiles. How AI Impacts SEO AI search favors trustworthy, well-structured, and contextually clear information. That means your SEO strategy needs to focus not only on keywords, but also on content clarity, structured data, and reputation signals. How AI Affects Traditional SEO For Traditional SEO, AI is pushing websites toward depth and authority. It’s no longer enough to write surface-level articles. Google’s AI models want complete, well-organized answers that demonstrate expertise and credibility. Tips for Adapting Write conversational, question-based content. Use natural language and anticipate related questions. Add structured data (schema). It helps AI understand your content’s context. Build topical authority. Create clusters of related content on a subject. Include visuals. Images and video are now part of AI Overviews. Essentially, become the best answer on the internet for your topic to get your content featured in AI summaries. How AI Affects Local SEO AI search doesn’t just summarize global info. It’s making local results smarter and more personalized. For example: “Best coffee shops near me open right now” AI might now show: Real-time hours and reviews. Menu highlights. Driving distance and estimated price range. To get featured in these AI-driven results, businesses need to feed Google complete, accurate, and structured data. How to Optimize Local SEO for AI 1. Keep Your Google Business Profile Updated. Hours, location, services, photos, and posts all feed AI results. 2. Get and Respond to Reviews. Sentiment and engagement influence how AI ranks local businesses. 3. Use Local Schema Markup. Structured data helps AI understand your business type, address, and services. 4. Add Photos and Videos. AI favors listings with visual assets and recent updates. 5. Be Active in Your Community. Local backlinks from news outlets or event sites help Google (and AI) verify legitimacy. When to Use Traditional SEO vs. Local SEO (or Both) Traditional SEO Works Best For: eCommerce and national brands. Content-driven websites like blogs or SaaS platforms. Businesses selling or shipping products nationwide. Local SEO Works Best For: Restaurants, gyms, salons, and shops. Home service providers (plumbers, electricians, HVAC). Local professionals (realtors, attorneys, dentists). Using Both Together The best marketing strategies combine the two. For instance, a Los Angeles bakery can use: Local SEO to attract walk-in customers and wedding cake orders nearby. Traditional SEO to rank nationally for “custom cakes delivered anywhere in the U.S.” The balance depends on your goals—visibility across Los Angeles, or growth beyond it. How to Get Started with AI-Optimized Local SEO 1. Audit Your SEO Presence Use tools like Google Search Console, Ahrefs, or SEMrush to see where your site currently ranks. 2. Optimize Your Google Business Profile Ensure your listing includes: Accurate NAP (name, address, phone) info. High-quality photos. A keyword-rich business description. Weekly posts and customer updates. 3. Create Content for Humans and AI Write FAQs, guides, and blogs that answer real customer questions in clear, natural language. 4. Use Schema Markup This structured code tells AI what your business is, where it’s located, and what it offers. 5. Encourage Reviews and Engagement AI prioritizes businesses that show active, positive interaction with customers. How AI-Optimized SEO Will Affect the Future AI is not replacing SEO, but it is refining it. The businesses that thrive in this new era will be those that combine traditional ranking techniques with local trust signals and AI-friendly structure. For small businesses in Los Angeles, this means: Strong, accurate business listings. Content that builds authority. A consistent digital presence that AI can easily understand. FAQs: Local SEO vs. Traditional SEO What’s the main difference between Local SEO and Traditional SEO? Local SEO helps your business appear in searches specific to your area, like “plumber in Los Angeles.” Traditional SEO focuses on ranking nationally or globally for non-location-based searches. Why does my Los Angeles business need Local SEO? Local SEO helps you appear in Google Maps and “near me” results, reaching nearby customers ready to buy. It’s essential for driving foot traffic and phone calls from your local audience. How does AI Search change SEO? AI-powered search (like Google’s AI Overviews) now summarizes answers directly on search pages. Businesses must optimize their content and data so AI tools recognize them as trusted, authoritative sources. Can I use both Local and Traditional SEO at the same time? Yes! Many businesses combine both. For example, a Los Angeles bakery might use Local SEO to attract nearby customers and Traditional SEO to sell products nationwide through its website. How do I optimize my business for AI Search? Focus on accuracy, structure, and trust. Keep your Google Business Profile updated, use schema markup, create clear FAQ-style content, and build reviews. AI rewards clarity and credibility. Does AI mean SEO is less important? No, AI actually depends on SEO to find accurate, well-structured data. The better your SEO, the more likely AI is to surface your business in its summaries. How long does it take to see Local SEO results? Typically 3–6 months. Factors like competition, number of reviews, and consistency across listings all affect how quickly you appear in Google’s local results and maps. What’s the first step to improving my SEO right now? Start by auditing your Google Business Profile and website. Ensure your info is correct, add location-based keywords, and publish helpful content that answers real customer questions. Contact COLAB for Local SEO Services Today SEO is more complicated than ever. Success today comes from combining Traditional SEO for reach, Local SEO for relevance, and AI Optimization for future visibility. If your business depends on being found—in search, on maps, or through AI-powered tools—now’s the time to evolve your strategy. At COLAB Los Angeles, we help small businesses merge digital marketing, local visibility, and modern AI SEO tactics into one powerful growth system. Contact us today to make your business easier to find in this new era of search.
SEO
September 18, 2025
Rebranding Fail vs Success: Cracker Barrel and Dunkin Brands that stick around long enough eventually reach a point where they must decide how to evolve their business in order to stay relevant and grow. In recent years, Dunkin’ (formerly Dunkin’ Donuts) and Cracker Barrel both took steps to modernize their brand identities. But while one rebrand generally succeeded in advancing relevance without sacrificing identity, the other stirred controversy, customer backlash, and ultimately a retreat. In this post, we’ll compare Dunkin’s smart balance of change + continuity with Cracker Barrel’s more disruptive rebrand (and what went wrong). If you’re thinking of rebranding, this is your guide to doing it in a way that retains your identity and grows your audience. Table of Contents: Dunkin’s Rebrand: What They Did Right Cracker Barrel’s Rebrand: What They Attempted & Where It Missed the Mark Visual References to Compare Lessons to Avoid Failed Rebranding Contact COLAB for Branding and Rebranding Dunkin’s Rebrand: What They Did Right Key Moves Name shortening: In 2018, Dunkin’ officially dropped “Donuts” to become just *Dunkin’*. The name change aligned with the reality that people already called it that. It reinforced the shift toward being beverage-led and convenience-focused. Visual continuity: They kept the iconic pink & orange color palette, energetic fonts, and many visual cues that customers already recognized. No radical change in visual voice. Just a cleaner, more modern execution. Focus on convenience & experience: Dunkin’ renovated stores, added mobile ordering and drive-thru options, made physical spaces more efficient for on-the-go behaviors. The rebrand wasn’t just cosmetic. It reflected actual shifts in what customers wanted. Why It Generally Worked Maintained brand equity: Because they preserved the color palette, much of their visual identity, and the spirit of what people already loved, the change felt like evolution, not erasure. Clear messaging: Dunkin’ told its audience what was changing and what was staying. Donuts weren’t disappearing; the core promise of fast coffee + friendliness stayed intact. Audience alignment: They leaned into the shift toward beverages and convenience, a trend already underway, especially among younger audiences. The rebrand met a need, rather than forcing a new concept. Cracker Barrel’s Rebrand: What They Attempted & Where It Missed the Mark What They Changed Simplified logo: Cracker Barrel, under new leadership, rolled out a strategy to modernize: simplified logos (removing or de-emphasizing heritage imagery like Uncle Herschel), lighter, brighter interiors, more “contemporary” design in stores. The visual identity was made simpler, the signage and atmosphere more modern. The intention: attract younger customers, refresh perception, appeal in digital and mobile environments. In short: look less like a formal, old-country chain and more approachable, stylish, up-to-date. What Went Wrong Emotional disconnect: Many loyal customers saw the old branding as part of what they loved: nostalgia, comfort, tradition. The heritage icons had emotional weight. Removing or simplifying them felt like erasing identity. Insufficient continuity: Because elements people cherished were removed (e.g. signature imagery, “Old Country Store” wording), the change wasn’t balanced with reminders of what had made Cracker Barrel beloved. Backlash & reversal: The negative reaction was swift. Customers, social media, even political voices criticized the change. Cracker Barrel ended up reinstating its original logo and slowing or modifying the redesign efforts. Visual Comparison: Dunkin’ vs Cracker Barrel Before Visuals After / Rebrand Visuals What You Notice (Continuity or Disruption) Classic logo: “Dunkin’ Donuts” wordmark + icon, using pink & orange, whimsical feel. Simplified logo with “Dunkin’” only, retaining bold colors Color continuity preserved, name shortened but familiar fonts remain; experience improved but legacy feel still visible. Before Visuals After / Rebrand Visuals What You Notice (Continuity or Disruption) Iconography heavy: rustic heritage imagery, “Old Country Store” branding Simplified logo, removal of certain heritage features Loss of visual cues customers associate with tradition; fewer markers of what made the brand feel “homey.” Lessons to Avoid Failed Rebranding Here are some key lessons based on what Dunkin’ got right and what Cracker Barrel stumbled on: Honor what your audience already loves Before erasing heritage elements (logos, mascots, signage), understand which ones carry emotional weight. These are what customers will identify with and defend. Change with clarity Be transparent about what is and what isn’t changing. Tell your audience both what to expect and what you intend to preserve. Consistency + roots + relevance = trust + growth A rebrand should both modernize and remain recognizable. The more recognizable the changes, the less alienating they are. Roll out over time Dash out prototypes, gather feedback, consider limited rollouts. See how customers react. Small-scale changes can reduce risk. Use moments for high visibility Dunkin’ timed much of their rollout with store redesigns, packaging updates, and digital campaigns. Cracker Barrel’s changes felt more abrupt, which magnified customer reaction. Measure emotional response—not just sales Track brand sentiment, loyalty, and recognition alongside performance metrics. If sentiment drops even as sales rise temporarily, that could be a warning. Contact COLAB for Branding and Rebranding Rebranding isn’t just about looking "new"—it’s about staying relevant *and* staying true. Dunkin’ demonstrates how you can modernize your name, identity, and experience while keeping the emotional bonds strong. Cracker Barrel shows how removing too many of those bonds can cause backlash—even for a well-loved brand. If you're an SMB considering rebrand: audit your heritage, decide what elements are essential, communicate clearly, test before mass rollout. And make sure your new identity still feels like you to the people who already believe in you.
Design
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