When you're doing Local SEO, columnist Greg Gifford reminds us, you must take a step back and look at the big picture if you want to be successful. Local SEO is getting more and more complicated, and as we roll into the new year, I want to share my biggest, most important tip: STOP Using Your Microscope In Local Search! What do I mean by that? Put simply: A microscope is a great research tool, but it’s a flat-out awful marketing tool. It seems like we’re hearing more and more of the same kind of question over the past few months: “I’ve done X on my site, why isn’t it working?” or “I read your post about Y, does it make sense for me to drop everything and go do it?” Local SEO is not, nor has it ever been, based upon a single tactic. Recently, it seems like many business owners will read a post or watch a video, realize that they’re not utilizing the tactic mentioned, and immediately drop everything and concentrate on the shiny new object. Local SEO is not just ...