Más contenido relacionado La actualidad más candente (20) Similar a Make Your Mark in Google's Local World (20) Más de Seattle Interactive Conference (20) Make Your Mark in Google's Local World1. David Mihm
@davidmihm
Making Your Mark in Google’s Local World
davidm@moz.com
David Mihm davidm@moz.com / @davidmihm October 15 2014
@davidmihm © SEOmoz, Inc. 2014
2. Making Your Mark in Google’s Local World
What I’ll Be Talking About
1 What local search means to Google
Key local developments at Google
2
2a
3
4 Recap
A closer look at Pigeon
Where to focus your local visibility efforts
@davidmihm © SEOmoz, Inc. 2014
3. 1. What does local search
mean to Google?
@davidmihm © SEOmoz, Inc. 2014
5. 20%
50%
Local on Desktop Local on Mobile
Percentages from Google and Bing
@davidmihm © SEOmoz, Inc. 2014
9. @davidmihm Source: 15 Miles / Neustar Localeze / Comscore Local Search Usage Study, April 2014 © SEOmoz, Inc. 2014
10. Source: Deloitte Digital
http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/RetailDistribution/us_retail_Mobile-Influence-Factor_062712.pdf
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12. $ $ $
Image: Joi Ito, http://commons.wikimedia.org/wiki/File:Schmidt-Brin-Page-20080520.jpg
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16. “ $ ?” “ ?”
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23. Google Local
One Box
Mobile Maps
Google
Directories
Google Car
Google SMS
Google TV
Google Maps
Slide Courtesy: Mike Blumenthal
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24. Mobile Maps
Google
Directories
Google Car
Google SMS
Google TV
Google Maps
Slide Courtesy: Mike Blumenthal
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33. June 2012
@davidmihm © SEOmoz, Inc. 2014
http://searchengineland.com/google-tests-new-car-leads-product-126070
34. October 2013
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http://searchengineland.com/google-tests-new-car-leads-product-126070
35. October 2013
@davidmihm © SEOmoz, Inc. 2014
http://searchengineland.com/google-tests-new-car-leads-product-126070
40. Most of this has been around for over a year!
@davidmihm © SEOmoz, Inc. 2014
41. How do you provide “number of website hits”
in a world where no one visits your website?
@davidmihm © SEOmoz, Inc. 2014
42. How do you provide “ranking reports” in a world:
- without search results?
- where everyone has different results?
@davidmihm © SEOmoz, Inc. 2014
43. SEOs need to adapt and evolve.
@davidmihm © SEOmoz, Inc. 2014
44. How do you adapt to this world?
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
@davidmihm © SEOmoz, Inc. 2014
46. Companies / SEOs Google
Google+ Failed!
Google My Business Released!
Pigeon!
Google+ Served Its Purpose.
Backend Is Unified.
Hummingbird.
@davidmihm © SEOmoz, Inc. 2014
51. - Static listing IDs
- Unified mapmaker backend
- More realtime updates
- No more custom categories
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52. Photo credit: P. Slawinski
http://pslawinski.smugmug.com/
@davidmihm © SEOmoz, Inc. 2014
53. 2a. A closer look at Pigeon
@davidmihm © SEOmoz, Inc. 2014
54. 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.
TL;DR
Web ranking
signals
Knowledge Graph
Distance : location
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
@davidmihm © SEOmoz, Inc. 2014
60. 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.
TL;DR
Web ranking
signals
Knowledge Graph
Distance : location
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
@davidmihm © SEOmoz, Inc. 2014
63. Mozcast: Change in Pack Frequency by Listing # 7/23 – 7/29
@davidmihm © SEOmoz, Inc. 2014
64. 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)
@davidmihm © SEOmoz, Inc. 2014
65. Mozcast: 7/23/14 vs 9/11/14
Breakdown of Changes Among Branded and Geo-Modified Terms
Terms that GAINED Packs/Carousels
Terms that GAINED Local AOBs
Terms that SWITCHED from Local AOBs to Packs/Carousels
Terms that SWITCHED from Packs/Carousels to Local AOBs
Terms whose Packs CHANGED numbers
Terms that LOST Local AOBs
Terms that LOST Packs/Carousels
@davidmihm © SEOmoz, Inc. 2014
66. Mozcast: 7/23/14 vs 9/11/14
Breakdown of Changes Among Branded and Geo-Modified Terms
(Knowledge Graph adjustments)
TLDR;
Fairly even breakdown of gains and
losses on these terms.
@davidmihm © SEOmoz, Inc. 2014
67. Mozcast: 7/23/14 vs 9/11/14
Breakdown of Changes Among Geo-Modified Terms
Many of these are
real estate related
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68. Mozcast: 7/23/14 vs 9/11/14
Breakdown of Changes Among Geo-Modified Terms
Lots of gains among branded
terms
@davidmihm © SEOmoz, Inc. 2014
73. 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.
TL;DR
Web ranking
signals
Knowledge Graph
Distance : location
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
@davidmihm © SEOmoz, Inc. 2014
82. 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.
TL;DR
Web ranking
signals
Knowledge Graph
Distance : location
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778
@davidmihm © SEOmoz, Inc. 2014
84. Photo credit: P. Slawinski
http://pslawinski.smugmug.com/
@davidmihm © SEOmoz, Inc. 2014
85. 1.Search results in search results
2.Well-optimized regional-vertical directories
3.Less blending
http://moz.com/blog/local-hummingbird-results
@davidmihm © SEOmoz, Inc. 2014
86. “Brands are how you sort out the
cesspool of the Internet.”
--Eric Schmidt, Oct. 2008
@davidmihm © SEOmoz, Inc. 2014
87. “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 }
@davidmihm © SEOmoz, Inc. 2014
88. Why does this…
http://searchengineland.com/expedia-becomes-new-york-city-hotel-googles-pigeon-local-update-198339
@davidmihm © SEOmoz, Inc. 2014
91. …and this…
Chris Silver Smith
http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414
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92. Chris Silver Smith
http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414
…and this…
@davidmihm © SEOmoz, Inc. 2014
94. …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.
@davidmihm © SEOmoz, Inc. 2014
95. How do you adapt to this world?
Photo credit: P. Slawinski
http://pslawinski.smugmug.com/
@davidmihm © SEOmoz, Inc. 2014
96. 3. Where to focus your local
visibility resources, at scale
@davidmihm © SEOmoz, Inc. 2014
97. Where to focus your resources
Act like a brand:
Site architecture
Structured data
Barnacle onto brands
Get reviews
@davidmihm © SEOmoz, Inc. 2014
98. Act Like a Brand: Make It Easy for Google
Store Locator,
Site Architecture
LOCATION
Google Places
For Business, Others
WEBSITE
Inbound Links,
Google Plus
Authorship, Publisher
BRAND
@davidmihm © SEOmoz, Inc. 2014
99. Store Locator,
Site Architecture
LOCATION
Google Places
WEBSITE
Inbound
Links
Google Plus For Business, Others
Authorship, Publisher
BRAND
@davidmihm © SEOmoz, Inc. 2014
100. WEBSITE LOCATION
Store Locator Best Practices
• Crawlable, traditional directories
Home
Stores
• Unique page for each location
• Title: “Brand – Keyword(s) in City, ST”
• Full “NAP” for each location in HTML
• Rich content
• Optimize for conversions
Domino’s Pizza – Delivery, … Chicago, IL
Welcome to Domino’s Chicago Northside!
Get Driving
Directions
PLACE AN ORDER
Domino’s Pizza – Chicago, IL
Domino’s Pizza – Chicago, IL
Domino’s Pizza
1415 W Irving Park Rd
Chicago, IL 60613
(773) 871-3030
(From the Manager)
Domino’s Pizza – Chicago, IL
Get Driving
Directions
Domino’s Pizza
1415 W Irving Park Rd
Chicago, PLACE IL AN 60613
ORDER
(773) 871-3030
Open Daily
1030 am – 130 am
Domino’s Pizza
1415 W Irving Park Rd
Chicago, IL 60613
(773) 871-3030
Welcome to Domino’s Chicago Northside!
Open Daily
1030 am – 130 am
(From the Manager)
Get Driving
Directions
PLACE AN ORDER
@davidmihm © SEOmoz, Inc. 2014
102. WEBSITE BRAND
Publisher: Links entire website with a
Google+ business page.
Authorship: Links individual posts & articles with an
individual’s Google+ profile.
Slide courtesy of Mike Blumenthal: blumenthals.com/blog
@davidmihm © SEOmoz, Inc. 2014
103. 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
@davidmihm © SEOmoz, Inc. 2014
104. BRAND LOCATION
Google My Business
https://www.google.com/local/manage/
@davidmihm © SEOmoz, Inc. 2014
105. BRAND LOCATION
Google My Business
is only part of the
equation.
Source: Google Patent Application 60658214
“Generating Structured Information”
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107. Between 20-40% of this is
You can mwanroagneg .listings on
each site individually.
Vendors make it easier.
@davidmihm © SEOmoz, Inc. 2014
113. 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-164565
Source: http://moz.com/local-search-ranking-factors
@davidmihm © SEOmoz, Inc. 2014
118. Recap
Google 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.
@davidmihm © SEOmoz, Inc. 2014
119. Recap
Proximity is shifting dramatically towards searcher.
Content, authority can pull-in geomodifying searchers
where the radius is wider.
@davidmihm © SEOmoz, Inc. 2014
120. Recap
Brand signals are on the rise.
This rewards
1. Directories
(Consider barnacling for success)
2. National brands with strong Local SEO
3. Branded anchor text
4. Branded searches
5. Clickthrough rate
@davidmihm © SEOmoz, Inc. 2014
121. Recap
Reviews continue to grow in importance.
Google seems to be using review content to assess
categorical relevance.
@davidmihm © SEOmoz, Inc. 2014
122. Recap
Study—don’t complain about—the crazy Authoritative
OneBoxes.
These are valuable learning opportunities
(Jack Regan, Leucadia);
the algorithm will mature.
@davidmihm © SEOmoz, Inc. 2014
123. GMB SIGNALS
CITATIONS
CENTROID SEARCHER
@davidmihm © SEOmoz, Inc. 2014
BEHAVIORAL
LINKS
ON-PAGE REVIEWS
Algorithmic
Evolution
2008 – 10 Pack Introduction
2012 – Stability Post-Venice
2014 – Pigeon
124. Algorithmic
Evolution
2008 – 10 Pack Introduction
2012 – Stability Post-Venice
2014 – Pigeon
GMB SIGNALS
CITATIONS
CENTROID SEARCHER
@davidmihm © SEOmoz, Inc. 2014
BEHAVIORAL
LINKS
ON-PAGE REVIEWS
2015+ – My Prediction
125. Order of Operations
Rich
Content
Customer-generated
Input from managers
Data-driven graphics
and content that scale
Streamline
Review Process
Research top
industry sites
- prominent
- accept Facebook
logins
Integrate into CRM
Manage
Location Data
Google My
Business
Major
aggregators
Important
directories
Optimize Store
Locator
Crawlable structure
One location,
one page
Title Tags
NAP in HTML
(schema.org)
Optimize for
converstions
@davidmihm © SEOmoz, Inc. 2014
Notas del editor Mike: Add tablets instead of Nexus and make iPhone -- iPhone/Android
Ranking well with Maps data means ranking well with the Universal Results Local OneBox but it also means ranking well in all of the data that Google is pushing out
Demo the iPhone
Voice is one of the many ways that users will interact with Local going forward…
Google has noted that 1 in 4 searches on Android are voice based, 1 in 7 on iPhone
Mike: Remove Hotpot and Add Google Plus
Ranking well with Maps data means ranking well with the Universal Results Local OneBox but it also means ranking well in all of the data that Google is pushing out
Demo the iPhone
Voice is one of the many ways that users will interact with Local going forward…
Google has noted that 1 in 4 searches on Android are voice based, 1 in 7 on iPhone