make your mark in google's local world
DESCRIPTION
David Mihm of Moz session at the Seattle Interactive Conference 2014. With an increasingly complex set of ranking signals, it can be difficult to prioritize your local search visibility efforts, given limited time and budget. David will help you with criteria to make the best use of these finite resources as he positions Google’s recent Local algorithm changes in the broader context of other moves the search giant has made, with an eye on strategies and tactics that will lead to long-term success.TRANSCRIPT
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David Mihm@davidmihm
Making Your Mark in Google’s Local World
David Mihm [email protected] / @davidmihm October 15 2014
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What local search means to Google1
Key local developments at Google
Where to focus your local visibility efforts
What I’ll Be Talking About
Making Your Mark in Google’s Local World
A closer look at Pigeon
22a3
Recap4
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1. What does local searchmean to Google?
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For starters,a third of its business.
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Local on MobileLocal on Desktop
20%
50%
Percentages from Google and Bing
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Local searchers areamong its most-engaged…
© SEOmoz, Inc. 2014@davidmihm Source: Google / http://services.google.com/fh/files/misc/omp-2013-us-en.pdf
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…and most purchase-driven.
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Source: Deloitte Digitalhttp://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf
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Frequency + engagement + purchase intent =
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$ $ $
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Companies’ / SEOs’ vision of local search
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Google’s vision of local search
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“ $ ?” “ ?”
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Google has
ALREADY MADE most of this world.
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Knowledge Graph
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August 2013
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Somewhat recent
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http://blumenthals.com/blog/2007/12/22/local-authoritative-onebox-im-feeling-lucky-or-not/ December 2007 (!)
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http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785Evolution of the Auth. OneBox
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Mobile MapsGoogle
Directories
Google Car
Google SMS
Google Maps
Google TV
Google LocalOne Box
Slide Courtesy: Mike Blumenthal
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Mobile MapsGoogle
Directories
Google Car
Google SMS
Google Maps
Google TV
Slide Courtesy: Mike Blumenthal
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Sentiment
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October 2009
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October 2009
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Hat tip: Michael Cottam
October 2010
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May 2013
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June 2014 (?)
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Transaction
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July 2011
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June 2012
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October 2013
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October 2013
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Closing the Loop
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June 2009
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June 2010 Patent Filed
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June 2011
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Most of this has been around for over a year!
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How do you provide “number of website hits”
in a world where no one visits your website?
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How do you provide “ranking reports” in a world:
- without search results? - where everyone has different results?
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SEOs need to adapt and evolve.
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1)Adjust your mindset to pre-website conversion
2)Tactics (coming in a few slides)
3) Diversify your marketing so you’re NOT reliant on Google
How do you adapt to this world?
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2. Key recent developments
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Companies / SEOs Google
Pigeon!
Google+ Failed!
Google My Business Released!
Hummingbird.
Google+ Served Its Purpose.
Backend Is Unified.
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Unified login Cross-device tracking Spam prevention
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- Static listing IDs- Unified mapmaker backend- More realtime updates- No more custom categories
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Photo credit: P. Slawinski http://pslawinski.smugmug.com/
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2a. A closer look at Pigeon
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Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.
In addition, Google said that this new algorithm improves their distance and location ranking parameters.
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
TL;DR
Web ranking
signals
Knowledge
Graph
Distance :
location
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Anecdotal data
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Hello, .png file!
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Hello, “This domain may be for sale!”
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Hello, lapsed and hijacked domain!
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Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.
In addition, Google said that this new algorithm improves their distance and location ranking parameters.
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
TL;DR
Web ranking
signals
Knowledge
Graph
Distance :
location
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Knowledge Graph:Mozcast data
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WhatMozcastSays
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Mozcast: Change in Pack Frequency by Listing # 7/23 – 7/29
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What Mozcast Says 2
Mozcast: Change in Pack Frequency by Listing # 7/23 – 7/29
23% drop in total # of results showing packs(Carousel and OneBox #’s relatively unaffected)
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Mozcast: 7/23/14 vs 9/11/14Breakdown of Changes Among Branded and Geo-Modified Terms
Terms that GAINED Packs/Carousels
Terms that GAINED Local AOBs
Terms that SWITCHED from Packs/Carousels to Local AOBs
Terms whose Packs CHANGED numbers
Terms that SWITCHED from Local AOBs to Packs/Carousels
Terms that LOST Local AOBs
Terms that LOST Packs/Carousels
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Mozcast: 7/23/14 vs 9/11/14Breakdown of Changes Among Branded and Geo-Modified Terms
(Knowledge Graph adjustments)
TLDR;Fairly even breakdown of gains and losses on these terms.
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Mozcast: 7/23/14 vs 9/11/14Breakdown of Changes Among Geo-Modified Terms
Many of these are real estate related
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Lots of gains among branded terms
Mozcast: 7/23/14 vs 9/11/14Breakdown of Changes Among Geo-Modified Terms
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© SEOmoz, Inc. 2014@davidmihm
© SEOmoz, Inc. 2014@davidmihm
© SEOmoz, Inc. 2014@davidmihm
© SEOmoz, Inc. 2014@davidmihm
Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.
In addition, Google said that this new algorithm improves their distance and location ranking parameters.
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
TL;DR
Web ranking
signals
Knowledge
Graph
Distance :
location
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Distance : Location
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“Convenience Store”Tighter radius to location of searchfor generic phrases.
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Wider radius to location of searchfor geomodified phrases.
“Convenience Store Portland”
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© SEOmoz, Inc. 2014@davidmihm
© SEOmoz, Inc. 2014@davidmihm
© SEOmoz, Inc. 2014@davidmihm
© SEOmoz, Inc. 2014@davidmihm
Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.
In addition, Google said that this new algorithm improves their distance and location ranking parameters.
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
TL;DR
Web ranking
signals
Knowledge
Graph
Distance :
location
© SEOmoz, Inc. 2014@davidmihm
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Photo credit: P. Slawinski http://pslawinski.smugmug.com/
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1.Search results in search results 2.Well-optimized regional-vertical directories3.Less blendinghttp://moz.com/blog/local-hummingbird-results
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“Brands are how you sort out the cesspool of the Internet.”
--Eric Schmidt, Oct. 2008
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“This is what you’re left with when you try to do that in Local.”
--David Mihm, Oct. 2014
"Père-Lachaise - Divison 90 - Lahovary 09" by Antonin Mercié. Wikimedia Commons.
{ pigeon poo }
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Why does this…
http://searchengineland.com/expedia-becomes-new-york-city-hotel-googles-pigeon-local-update-198339
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…and this…
http://blumenthals.com/blog/2014/07/31/google-pigeon-poo/
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…and this…
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Chris Silver Smithhttp://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414
…and this…
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Chris Silver Smithhttp://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414
…and this…
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(From my December 2013post)
…and this…
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…happen?
BRAND preference.
Web signals, i.e. links, have NEVER been good at identifying worthy local businesses.
Directories’ internal links are more powerful than all but a handful of inbound links to local businesses.
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Photo credit: P. Slawinski http://pslawinski.smugmug.com/
How do you adapt to this world?
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3. Where to focus your localvisibility resources, at scale
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Act like a brand:Site architectureStructured data
Barnacle onto brandsGet reviews
Where to focus your resources
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Act Like a Brand: Make It Easy for GoogleStore Locator,
Site Architecture
Google PlacesFor Business, Others
Inbound Links,Google Plus
Authorship, Publisher
WEBSITE
BRAND
LOCATION
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Store Locator,Site Architecture
Google PlacesFor Business, OthersGoogle Plus
Authorship, Publisher
WEBSITE
BRAND
LOCATIONInbound
Links
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WEBSITE LOCATIONStore Locator Best Practices• Crawlable, traditional directories
• Unique page for each location
HomeStores
• Optimize for conversions
• Title: “Brand – Keyword(s) in City, ST”• Full “NAP” for each location in HTML• Rich content
Domino’s Pizza – Delivery, … Chicago, IL
Domino’s Pizza – Chicago, ILDomino’s Pizza1415 W Irving Park RdChicago, IL 60613(773) 871-3030
Get Driving Directions
Welcome to Domino’s Chicago Northside!
Open Daily1030 am – 130 am
PLACE AN ORDER
(From the Manager)
Domino’s Pizza – Delivery, … Chicago, IL
Domino’s Pizza – Chicago, ILDomino’s Pizza1415 W Irving Park RdChicago, IL 60613(773) 871-3030
Get Driving Directions
Welcome to Domino’s Chicago Northside!
Open Daily1030 am – 130 am
PLACE AN ORDER
(From the Manager)
Domino’s Pizza – Delivery, … Chicago, IL
Domino’s Pizza – Chicago, ILDomino’s Pizza1415 W Irving Park RdChicago, IL 60613(773) 871-3030
Get Driving Directions
Welcome to Domino’s Chicago Northside!
Open Daily1030 am – 130 am
PLACE AN ORDER
(From the Manager)
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NO YESWEBSITE LOCATION
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Publisher: Links entire website with aGoogle+ business page.
Authorship: Links individual posts & articles with an individual’s Google+ profile.Slide courtesy of Mike Blumenthal: blumenthals.com/blog
WEBSITE BRAND
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WEBSITE BRAND
• Links are still a very important piece of the algorithm• Hard to scale; should come naturally from community
involvement• Branded anchor text on the rise as a ranking factor
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BRAND LOCATIONGoogle My Business
https://www.google.com/local/manage/
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BRAND LOCATION
Google My Businessis only part of theequation.
Source: Google Patent Application 60658214
“Generating Structured Information”
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What this:
really looks like…
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Between 20-40% of this is wrong.You can manage listings on
each site individually.
Vendors make it easier.
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Interesting Post-Pigeon Data Point
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Consider “Barnacling”
h/t Will Scott and Justin Sanger for the term “Barnacle” in Local
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Get Reviews. Why?
• 70+% of people trust online reviews
• In fact, 79% of people trust reviews as much as personal recommendations
• (Also, rankings!)Source: http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
Source: http://searchengineland.com/2013-study-79-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-164565Source: http://moz.com/local-search-ranking-factors
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Which sites?
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Which sites?
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(Another) Interesting Post-Pigeon Data Point
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RecapGoogle is thinking way beyond your website.
Rankings and on-site conversions are now just directional indicators of success.
Need a a broader overall business impact assessment than web analytics provides.
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RecapProximity is shifting dramatically towards searcher.
Content, authority can pull-in geomodifying searchers where the radius is wider.
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RecapBrand signals are on the rise.
This rewards1. Directories
(Consider barnacling for success)2. National brands with strong Local SEO3. Branded anchor text4. Branded searches5. Clickthrough rate
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RecapReviews continue to grow in importance.
Google seems to be using review content to assess categorical relevance.
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RecapStudy—don’t complain about—the crazy Authoritative OneBoxes.
These are valuable learning opportunities (Jack Regan, Leucadia);the algorithm will mature.
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GMB SIGNALS
SEARCHERCENTROID
BEHAVIORAL
LINKS
ON-PAGE REVIEWS
CITATIONS
AlgorithmicEvolution
2008 – 10 Pack Introduction
2012 – Stability Post-Venice
2014 – Pigeon
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AlgorithmicEvolution
2008 – 10 Pack Introduction
2012 – Stability Post-Venice
2014 – Pigeon
GMB SIGNALS
SEARCHERCENTROID
BEHAVIORAL
LINKS
ON-PAGE REVIEWS
CITATIONS
2015+ – My Prediction
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Order of Operations
RichContent
Customer-generated
Input from managers
Data-driven graphicsand content that scale
StreamlineReview Process
Research topindustry sites
- prominent
- accept Facebook logins
Integrate into CRM
ManageLocation Data
Google MyBusiness
Majoraggregators
Importantdirectories
Optimize Store Locator
Crawlable structure
One location,one page
Title Tags
NAP in HTML(schema.org)
Optimize forconverstions
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(Aside: 2014 Local Search Ranking Factors)