how proximity affects local search results - digital olympus 2016

@DarrenShaw_+DarrenShaw

Darren ShawDigital Olympus 2016How Proximity Affects Local Search Results

Have you noticed that many local pack

results don’t seem to make sense these

days?@DarrenShaw_

+DarrenShaw


Why are THESE businesses ranking?


Metrics for these businesses


Two of the top ranked businesses have not claimed

their Google listings and don’t even have

websites.


Surely, Google, there are more

prominent businesses in

Edmonton that deserve to rank for

this term.


Let’s add Proximity to the Metrics


I could walk to these businesses


Is it just my

results?


Locations of Whitesparkers

How to determine your location on Google


1. Open an incognito browser in Chrome.2. Go to maps.google.com.3. Search for a local business in your city.4. Click the “Directions” button.5. Enter “my location” into the top field.


Brianna - Plumbers


Darren - Plumbers

My actual location

Where GoogleSets my location


Jessie - Plumbers


Nick - Plumbers


Brianna – Coffee Shops


Darren – Coffee Shops



Jessie – Coffee Shops


Nick – Coffee Shops


Brianna – Lawyers


Darren – Lawyers



Jessie – Lawyers


Nick – Lawyers


Are geomodified terms less affected by proximity to

searcher?


Brianna – Plumbers Edmonton


Darren – Plumbers Edmonton



Jessie – Plumbers Edmonton


Nick – Plumbers Edmonton


Brianna – Coffee Shops Edmonton


Darren – Coffee Shops Edmonton



Jessie – Coffee Shops Edmonton


Nick – Coffee Shops Edmonton


Brianna – Lawyers Edmonton


Darren – Lawyers Edmonton



Jessie – Lawyers Edmonton


Nick – Lawyers Edmonton


Proximity still drastically influencing results for geomodfied

terms. Differences likely due to relevancy for geomodified term.

CURRENT THEORYProximity to the

searcher appears to be the #1 dominant

local ranking factor in LOCAL PACK results

today @DarrenShaw_+DarrenShaw


Are local organic results also impacted by proximity to

searcher location?


Brianna - Plumbers

#2 Pro Plumbing

#5 United Plumbing#6 EZ Plumbing

#7 Capital Plumbing#8 Best Plumbers


Darren - Plumbers

#2 Pro Plumbing


#7 Best Plumbers#8 Capital Plumbing


Jessie - Plumbers

#2 Pro Plumbing


#7 Best Plumbers#8 Capital Plumbing


Nick - Plumbers

#2 Pro Plumbing

#5 United Plumbing#6 Capital Plumbing

#7 Best Plumbers


Brianna – Edmonton Plumbers

#1 Pro Plumbing

#4 Best Plumbers

#6 Butler Plumbing#7 Capital Plumbing

#8 Action Auger


Darren – Edmonton Plumbers

#1 Pro Plumbing

#4 Best Plumbers


#8 Action Auger


Jessie – Edmonton Plumbers

#1 Pro Plumbing

#4 Best Plumbers


#8 Action Auger


Nick – Edmonton Plumbers

#1 Pro Plumbing

#3 Best Plumbers


#8 Action Auger


Brianna – Lawyers

#4 Heritage Law

#7 kiriak.com


Darren – Lawyers

#7 Heritage Law


Jessie – Lawyers

#7 Heritage Law


Nick – Lawyers

#7 Heritage Law


A few minor differences but

relatively consistent local organic

rankings across the city.

Observations



Non-geomodified searches can pull results from neighboring cities. The radius is around the searcher’s

location.Brianna – Coffee Shops

Brianna – Plumbers


Results sometimes cluster together, even though there may be closer results to the

searcher.Nick – Plumbers Edmonton


Darren – Plumbers Edmonton


Google would rather show a smaller pack than a3-pack with a business that’s too far away.

I only get a 2-pack here,but I know there are

other businesses thatmatch this query on the

south side

Why is Google Doing This?



TO SELL MORE ADS


Can’t get local pack rankings?Pay for sponsored pack placement.


Used to be 1 pack per city. Now there are thousands. More ad inventory and targeting

refinements.


Don’t like the options in the local pack? Click “More places”

to see other places where Google can show you ads.

Takeaways


Local Rank Trackingis just a rough proxy for how you’re doing in local search rankings.

01@DarrenShaw_

+DarrenShaw

02@DarrenShaw_

+DarrenShaw

Local organic rankings are still an excellent source of traffic. You can rank city-wide on page 1.

Diversify your local optimization efforts beyond Google: Facebook, LinkedIn, Yelp, BBB, TripAdvisor, etc.

03@DarrenShaw_

+DarrenShaw

Future Research



• Why is Second Cup ranking so much better than Starbucks?

• Collect distance data for hundreds of results and calculate averages for categories and pack types

• Find and study outliers• Investigate terms with low inventory. Eg:

taxidermy

FUTURE RESEARCH

Thank you!Questions?



how proximity affects local search results - digital olympus 2016

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