Mike Blumenthal, blumenthals.com/blogmike@blumenthals.com | Twitter: @mblumenthal

50Choose a number that

represents your business.

10#1

10, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000,

000, 000, 000, 000, 000, 000

it’s not your mother’s yellow pages

places

4,209,000,001

Comscore.com 03/12 | Google 03/10

2,437,000,001

Comscore.com 01/12 | Google 03/10

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Branded Search

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Local Social Results

Local Data: Eye Tracking

Yellow PagesDifficulty: EasyCost: ExpensiveService: Phone & Rep

Service

Google PlacesDifficulty: More ComplicatedCost: FreeService: Do It Yourself

Difference betweenYellow Pages & Google

Some Other DifferencesWith Google Places

• Business Listings areAssembled by Computer

• Listings Displayed Across Different Array of Devices and Technologies

How a business owner sees a listing creation.

How Google creates a listing.

How Does Google Assemblea Business Listing

The “Cluster”

LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits

Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X

LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits

Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X

LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits

Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X

LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits

Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X

LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits

Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X

LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits

Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X

LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits

Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X

Places Dash.

Data1

Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits

Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X

How Does Google PlacesAssemble a Business Listing

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Place page as a Search Result

Nearby Competitors

How a business owner sees their business.

How Google sees a business.

Mobile MapsGoogle

Directories

Google Car

Google SMS

Google Maps

Google TV

Google LocalOne Box

Listings display across different array of devices

Mobile MapsGoogle

Directories

Google Car

Google SMS

Google Maps

Google TV

Listings display across different array of platforms

• Before You Start

• Establishing Trust

• Providing A Baseline Presence

• Enhancing Your Standing• Review Management

Steps To Managing Your Listing

• Do keyword research.

• Review business name & address (NAP)

• READ THE GUIDELINES• Make sure that you provide

excellent customer service.• Pick the right categories.

• Write a great business description.• Gather Digital Assets.• CHECK FOR PROBLEMS

Before You Start – The 6 P’s

• Do keyword research –AdwordsBefore You Start – The 6 P’s

• Do keyword research –Related Searches

Before You Start – The 6 P’s

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• Do keyword research – Suggested Terms

Before You Start – The 6 P’s

• Do keyword research.

Before You Start – The 6 P’s

• Do keyword research – Google Insights

Before You Start – The 6 P’s

NAP Consistencyis the glue

• Review business name & address (NAP)• One name• One Phone Number• Every Place off-line and on• Check Map accuracy

Before You Start – The 6 P’s

• READ THE GUIDELINES

Before You Start – The 6 P’s

•Provide Excellent Customer Service

Before You Start – The 6 P’s

Before You Start – The 6 P’s

• Pick the right categories.• Write a great business

description.• Gather Digital Assets.• CHECK FOR PROBLEMS

Check for ProblemsNAP Audit – Getlisted.org

Establish Trust with Google’s Algo

• Have your contact informationon every page of your website.

• Include Your Business Name onLanding Page, Title & Meta Description.

• Whois Domain Record Visible (Not Private)

• Add a KML Sitemap or hCard info.

Establish Trust with Google’s Algo

• Claim Your Record in the Places Dashboard (with email @yourdomain)

WWW. Google.com/Places/

Providing A Baseline PresenceNAP+W – Consistent name, address, phone & website on:

• Legal Documents• Phone Directories• Update Your Listing W/

Google’s Primary Providers- Localeze, infoUSA & Axciom

(via Getlisted.org)

Providing A Baseline Presence

Providing A Baseline Presence

Claim listings from the principalsecondary data suppliers/sites:

• Yahoo, Bing, Yelp, SuperPages• Claim Industry Specific Directories

-Avvo etc.• (HotFrog, YellowBot, Kudzu)• Note: You claim it. You own it.

Providing A Baseline Presence

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Enhancing Your StandingIncrease your Relevance & Prominence

It’s About Place Prominence

A Model For RankingThe Past

(2006-2010)

7-Pack Map Results

7-Pack Map Results

Google’s ProblemHow to you rank a phone book?

How do you Rank a Place

A Model of Ranking Factors

• Proximity• Business Name• Business Category• Content

•Score of Highest Citation •LP Score of Website

# Of Links on Business Name•

Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

Total # of WebPages (Citations)Geo References

Reviews Total# of review sites

Mentions in Info Docs

• Proximity• Business Name• Business Category• Content

•Score of Highest Citation •LP Score of Website

# Of Links on Business Name •

Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

Total # of WebPages (Citations)Geo References

Reviews Total# of review sites

Mentions in Info Docs

Location Prominence Score

Algo = Place Authority

Still Valuable & Used

INCREASE YOUR RANK (Prominence):

• Reviews• Citations w/Links on Business Name Or Keyphrase

Maps Ranking Determines Your success in Blended

What is a Citation?

• Any online content that Google can associate with your Places Account.

• Includes Business Name Or Number1 or more of the following:

Phone NumberAddress

Link

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Citation Examples

#3 No Links

Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-204-1297

Barbara Oliver and Co Jewelry5820 Main Street Suite 311Williamsville, NY 14221(716) 204-1297

In a Directory:

In a newspaperarticle or blog post:

(In order of importance)

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Citation Examples

#2 Link on Business Name

Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 - Williamsville, NY 14221-5776 - (716) 204-1297

Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 - Williamsville, NY

Barbara Oliver and Co Jewelry (716) 204-1297

Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297

(In order of importance)

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Citation Examples

#1 Link on Keyphrase

Barbara Oliver and Co. Jewelry, call (716) 204-1297 for an appointment with Buffalo's best jeweler

Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311- Williamsville, NY 14221, your source for custom jewelry in Buffalo

(In order of importance)

How Do You Get Citations?

The New Currency of Business Relationships

• Boards you volunteer on• Donations to charity• Chamber of Commerce• Mine Existing Links• Find New Citations

Finding New Citation SourcesTools

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Citation SourcesTools

• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations

Score of Website # of links referring to business

Highest score of those links Popularity of User Maps

Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

Total # of WebPage (Citations)Geo References

& Reviews

Relevance & Ranking Factors

• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations

Score of Website •# of links referring to business •

Highest score of those links • Popularity of User Maps •

Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

Reviews: Where Social & Rank Meet

Total # of WebPage (Citations)

Geo References &

Reviews

Reviews Vs. Social

Alread

y Know-W

ould Not Ask

Anyone

Check W

ith O

nline F

riends

Read M

erchan

t Rev

iews O

nline-G

oogle, Y

elp, C

itySe

arch, e

tc.

Check W

ith Closes

t Frie

nds and Co-w

orkers

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Where Information is Sought Across All Areas of Interest in Different Age Groups

16-3435-5555+

Places Information Is Obtained

Sources: eMarketer

97%

Sources: Neilson 2009Harvard Business Review 2008

70%

Pew Internet Research 9/10

24%

How a business owner sees their reviews.

How Google sees a business’ reviews.

Where Does Google Get Reviews

Diversity of Review SitesIntegrated into Business Processes

Leverage

Plan For the Bad Review

Considerations inAsking for Reviews

EthicalEasy

Choice

Considerations inAsking for Reviews

CHOICE & DIVERSITY

• Citysearch• Yahoo Local

• Yelp• Google

• Sites where your customers are• Avvo

It’s About Place & Domain Prominence

The Recent Past(10/2010-1/2012)

Algo = Place Authority + Domain Authority

Ratio of Blended to Packs

Domain Prominence •Places Search •

• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations

Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

Total # of WebPage (Citations)Geo References

& Reviews

Score of Website • # of links referring to business •

Highest score of those links •

Relevance & Ranking Factors

• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations

Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

Total # of WebPage (Citations)Geo References

& Reviews

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Blended Results

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Blended Results

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Branded Search

Barbaraoliver.com/testimonials

It’s About Place, Domain & Page Prominence &

Personal Authority

The Present(Jan 26-2012)

Ratio of Blended to Packs

Score of Website • # of links referring to business •

Highest score of those links •Domain Prominence •More Blended resultsVenice •

• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations

Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

Total # of WebPage (Citations)Geo References

& Reviews

Relevance & Ranking Factors

• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations

Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification

Total # of WebPage (Citations)Geo References

& Reviews

Personal Authority & Rich Snippet Integration

Venice

All BlendedAll the Time

But with a Difference

The Present

Venice Update

“Improvements to ranking for local search results. [launch codename “Venice”] This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal.

"Improved local results. We launched a new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user."

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Citification of Organic

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Post Venice Blended Result

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Post Venice Blended Result

Best Results = Strong Organic +Strong

Local/Maps

If You Are Outside the City You Have to Be 1,2 or 3 Organically to be seen

Strong Organic + Weak Local/Maps = Hosed

Strong Maps/Local = Backfill Opportunity

Post Venice Blended Result Takeaways

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Author & Rich Snippets

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Author Now in Local Mobile Results

Author Rich Snippets

1- Create a link to your Google+ profile from your webpage, like this: <a href="https://plus.google.com/109412257237874861202? rel=author">Google</a>2- Add a reciprocal link back from your profile to the site(s) you just updated.Edit the Add custom link, and then enter the website URL.

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Rich Snippets Reviews

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PlusBox

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PlusBox

+ =

?The Future

Algo = Place Authority + Domain Authority + Author Rank

Lots of ChoicesPick the onesThat Make Sense

Mike Blumenthal, blumenthals.com/blogmike@blumenthals.com | Twitter: @mblumenthal