Local Search

Let’s talk about Local SearchWhich is kind of crazy so we sometimes like to think of it as Loco Search

Loco Search

I should give you a heads-up: local search is in a bit of flux, even more so than most aspects of Google’s ranking algorithms, so these are our findings as of today. Things may change.

Randy MilanovicPRINCIPAL & CREATIVE DIRECTOR

@kayak360

What is Google Local?

“San Francisco” Actually nearbyLOCALIZED LOCAL

Well, let’s start by defining some terms: specifically, the difference between Localized listings and Local listings.Localized listings are Google listings with a hint or a nudge as to where Google should look for that information.Local listings are listings that are actually near where you are, based on what Google can figure out.

For example, Google knows your IP address, so they can guesswhat city you’re currently in, even without you telling them.

“Local Pack” or

“Local Stack”

That means that if you search for something like “pet store”, you might get a set of listings that looks like this, in what’s called the “Local Pack” or “Local Stack”. You can identify these specific listings because they have a rating and an address corresponding to the map on the right-hand side of the listing page.

Mysterious!

It turns out that this little box is kind of mysterious, for a lot of reasons.

http://localu.org/blog/name-local-carousel-replacement/

Even the name is mysterious…

Even the name of it is mysterious. We’ve seen it called the “Local Pack” and “Local Stack”, but we came across a survey where 16% of respondents thought it should be called “Fanny Pack”. Google doesn’t name it, and search engine blogs are torn on the name. We’re going to call it “local pack” today.

When does it appear?

So, what search terms would make the local pack appear?

It’s entirely up to Google

Well, like so many things that Google does,that’s a bit of an open-ended question.

dui lawyer

dui attorney

pest removal

mold removal

real estate

realtor

computers

laptops

👍

👎

👍

👎

👍

👎

👍

👎

(As of March 10. Could be different today or tomorrow.)If you search for a “DUI lawyer”, you’ll see the pack, but if you search for “DUI attorney”, you won’t. Some search terms will show it, but other, similar terms won’t. It’s very peculiar.

dui lawyer

dui attorney near Calgary

pest removal

mold removal near Calgary

real estate

realtor near Calgary

computers

laptops near Calgary

👍

👍

👍

👍

👍

👍

👍

👍

However, one instance where the local pack will almost always appearis if you include a localizing term, like “near Calgary”.

Ranking factors?

So, the natural followup question is “how do you get into the local pack?”,and “how do you rank within it?”

Proximity

Brand

Keywords

Reviews

Reviewer reputation

Review quantity

Google+ Business Page

+ usual Google ranking factors

There are a bunch of factors we’ve found that assist in getting into the local pack, but 3 factors uniquely stand out: proximity, brand, and keywords. That is, how far away you are from the relevant topic, whether the relevant topic is weighted more heavily as a brand than as a term, and a locational keyword.

Proximity

Brand

Keywords

Reviews

Reviewer reputation

Review quantity

Google+ Business Page

+ usual Google ranking factors

Often allows for longer distances

(assuming car andmore time)

Stands to reason that it will prioritize

shorter distancesfor walking.

Based on your IP address, Google knows what city you’re in. If you’re logged in and have locational history with Google, they can use that to inform results based on proximity. If you’re on a phone, Google likely prioritizes shorter/walking distance.

But because Google guesses based on IP address, sometimes, they get it wrong. For example, Bell and Virgin’s towers are localized to Edmonton, that’s where we see results for this search for “coffee”. Connected to the office WiFi network, though, will localize to Calgary. However, you can see that the top results are nowhere near this office. You have to scroll all the way down to the sixth entry to find the closest to this address.

The most “local” option was #6!IP-BASED LOCATION

“USE PRECISE LOCATION”To localize better, the searcher can scroll to the bottom of the results page and tap “Use Precise Location”. It will then use the phone’s location services or, on a desktop, it will use nearby WiFi hotspots to figureout your location.

Then, you’ll see results nearby.

IP LOCATION PRECISE LOCATION

Here’s another comparison. You can identify if you’re using the precise locationby the distance indicators on the right-hand side.

Requires manual user action, so don’t expect that the searcher being

nearby will rank you number one.

“USE PRECISE LOCATION”

But this requires a manual user action, so you can’t rely on users finding your businessvia a proximity ranking even if they’re standing right beside it.

Proximity

Brand

Keywords

Reviews

Reviewer reputation

Review quantity

Google+ Business Page

+ usual Google ranking factors

Often allows for longer distances

(assuming car andmore time)

Stands to reason that it will prioritize

shorter distancesfor walking.

Proximity

Brand

Keywords

Reviews

Reviewer reputation

Review quantity

Google+ Business Page

+ usual Google ranking factors

Apple

Brands also rank very highly. Here, the nearby Apple Store will obviously rank higher than Apple Auto Body, even though the latter is closer.

Brand

Proximity

Keywords

Reviews

Reviewer reputation

Review quantity

Google+ Business page

+ usual Google ranking factorsNew York pizza

This “brand” factor is also prevalent for implied brands, like New York-style pizza. Normally, giving a location keyword like “New York” should show a local pack from New York City, but it doesn’t, because searches for pizzas in the style of a New York pizza are much more prevalent.

Proximity

Keywords

Reviews

Reviewer reputation

Review quantity

Google+ Business page

+ usual Google ranking factorsA less dominant ranking factor, but… • better reviews doesn’t always ensure

a higher rank • more reviews (higher reliability) doesn’t

always improve rankings either

Reviews on Google+, Yelp, Yellow Pages, and other sites also likely play a part in whether your business will appear in a local pack. If you have good reviews, you’re typically more likely to get in. But better reviews or more reviews, the latter of which should indicate better reliability and more popularity, won’t necessarily rank higher.

• Highest average rating • Most reviews • #3?

Here’s a search for “pizza”. Notice that the best-reviewed and most-popular pizza place is number 3 in these listings.

A few other searches…

Here are a few more interesting examples.

cafe

Something simple, like “cafe”, will find cafes in wherever Google discerns the location (this is an IP-based location search, not a precise location). We’ve food services almost always display the local pack.

San Francisco pizza

Here’s a search for San Francisco pizza, which is very similar to the New York pizza search earlier. But because San Francisco doesn’t have a specific, globally-recognized pizza style in the way that New York does, it displays results for pizza places in San Francisco.

Chicago deep dish

Chicago deep dish, on the other hand, does have a “brand”,so it will display a regional local pack.

big island real estate

“Hawaii”

Here’s a tricky one: Google also knows synonyms, so a search for “big island real estate” will not just find any sort of generic large island real estate. “Big island” is known to be Hawaii, so itwill find real estate brokers in the state.

Proximity

Brand

Keywords

Reviews

Reviewer reputation

Review quantity

Google+ Business Page

Searcher device and account history

Searcher G+ connections and personalized search

There are a lot of factors.

What can you do as a local business?

So what can you do about this?

• Create high-quality content

• Verify with Google Webmaster Tools

• Blog and engage regularly

• Complete your Google+ profile and use it

• Link to your G+ Page and profile from your website and vice-versa

• Ensure your website is mobile friendly

• Be socially active

• Use local keywords in titles, headings, and page URLs

• Ensure your business name, address, and phone number (NAP) match exactly everywhere on the web

• Claim your G+ My Business listing

• Encourage local buyers to review your company on Yelp, Google, Yellow Pages, and elsewhere

• Update your schema (advanced)

STANDARD PRACTICE LOCAL-SPECIFIC

Well, there are a bunch of practices that we always recommend, like actively blogging, evaluating withGoogle Webmaster Tools (recently renamed Google Console), and making sure your website is responsive. But there are some important local-specific practices that you can do, too.

• Use local keywords in titles, headings, and page URLs

• Ensure your business name, address, and phone number (NAP) match exactly everywhere on the web

• Claim your G+ My Business listing

• Encourage local buyers to review your company on Yelp, Google, Yellow Pages, and elsewhere

• Update your schema (advanced)

schema.org/LocalBusiness

ADVANCED

For a more advanced set of tools, take a look at the Schema formats available.There are specific categories for many business, like pharmacies and restaurants.

Download our checklisthttp://kyak.mobi/1B4CGjk

Check the box to be alerted to updates.

4014 Macleod Trail SE #318Calgary, AB T2G 2R7

Canada403 228 2525

Even Google isn’t perfect. Somehow providing us with the right streetaddress, but noting a different postal code. Yet, still works.

TH ANK YOUWe hope you found this helpful and informative.

Please let us know if you would like any help with your local SEO.

Look for this presentation on SlideShare and our website.

If I may plug the local HubSpot User Group for their support in making this presentation happen.If you are a HubSpot User, please talk to me before heading out. Thank you.