5k sites: what we learned - local university · 6/2/2019  · 5k sites: what we learned joel...

5K Sites: What We Learned

Joel Headley & Mike BlumenthalLocalU Advanced 2019.02.06

if you can’t measure it, you can’t manage it

W. Edwards Deming

New Information Means New Questions

Google Posts: An Update

Yelp Conversions: 2018

Profile Conversions

Fun with Title Tags

New Information Means New Questions

Google Posts: An Update

Fun with Title Tags

Profile Conversions

Yelp Conversions: 2018

Google Posts: An Update

Changes to the place sheet (business profile)

Google Post is goneGoogle Post is gone - go a tabbin’

Click thru dropped from 3% to 1%

Click thru dropped from 3% to 1%

Google’s response: it’s just an experiment

Initial launch: Posts boost to booking CTA

BOOK CTA on posts boost in appointment link CTR

7.5% → 10%

Based on 5MM referrals

Today: Not so much

BOOK CTA on posts boost in appointment link CTR

7.5% → 10%

Today

8%Based on 5MM referrals

Rec: at scale difficult without automation

BOOK CTA on posts boost in appointment link CTR

7.5% → 10%

Today

8%Based on 5MM referrals

Can track a clear ROI1% is not 0

What’s happening with Yelp?

Google Posts: An Update

Yelp Conversions: 2018

Profile Conversions

Fun with Title Tags

Yelp Conversions in 2018

Appointment Request to office visit

Tracking conversions through request an appointment link

YoY comparison: not good for Yelp

Year over year requests

Yelp -12%

Practice +18%

Similar leads quality between website & Yelp

Confirmed appointments

Yelp 58%

Practice 58%

Compare June to January conversions

FLATNo sig. change

Google vs. Yelp: June to January

Appointments vs. Leads

No change

20% more leads

Trendlines: Google is going up

Trendlines: Yelp is going down

Conclusions: Yelp is still sorta relevant

● Yelp is losing: less actions over 2018● Google is growing in referrals● Practice website: growing appointment leads

● Looked at 1MM appointment leads● Trendlines Google R2 = 18.8%, Yelp R2 = 36.2%

New Information Means New Questions

Google Posts: An Update

Yelp Conversions: 2018

Profile (KP) Conversions

Fun with Title Tags

Business Profiles on Google

Website (authority page) 84%

Business Profiles on Google

Website (authority page)

Products & Services (menu)

84%

8%

Business Profiles on Google

Website (authority page)

Products & Services (menu)

Make appointment

84%

8%

8%

Business Profiles on Google

Website (authority page)

Products & Services (menu)

Make appointment

Google Posts CTA

84%

8%

8%

1%

Conclusions on Profile Metrics

Website landing page++

● went from 80-84%

● make it a great page

● all Post CTA went to auth page

Automate Google Posts at scale

New Information Means New Questions

Google Posts: An Update

Yelp Conversions: 2018

Profile (KP) Conversions

Fun with Title Tags

How long should title tags be?

How long should title tags be?

Do words at the end of title tag rank?

[mpbaztrixepngtjpyosp]

Do words at the end of title tag rank?

[mpbaztrixepngtjpyosp]

Add mpbaztrixepngtjpyosp at the end1.7K pages196 average character countLongest 270 characters

You bet!

[mpbaztrixepngtjpyosp]

159 characters appearing

210 total size

Last string is found

How long can you go?

Title tag - 270 characters:

Sciatica Specialist - Nassau County Plainview , NY: Ngugi Kinyungu, M.D.: Board Certified Pain Management Specialist & Anesthesiologist: ITAV Pain Management Practice of New York: Your Trusted, Local Health Care Provider Accepting New Patients Now : mpbaztrixepngtjpyosp

[mpbaztrixepngtjpyosp]Title has 91 charactersSciatica Specialist - Nassau County Plainview … - ITAV Pain Management Practice of New York

[NY: Ngugi Kinyungu, M.D.: Board Certified Pain Management Specialist] Position 32 - broad match to other pages on the site

[Sciatica Specialist - Nassau County Plainview … - ITAV Pain Management Practice of New York] Position 2 (after homepage with place sheet)

Don’t be afraid of the ellipsis

Embrace . . .

Focus on mobile, which can show longer title tags

Use unique, related words across title tags to expand visibility, without development of content pages

New Information Means New Questions

Automate Posts at scale!

Yelp sorta relevant

Authority pages! Attribute URLs!

Long titles - show . . . love

if you can’t measure it, you can’t manage it

W. Edwards Deming

It is wrong to suppose that

– a costly myth.

if you can’t measure it, you can’t manage it

W. Edwards Deming