searchlove london | david mihm, 'bulletproofing your local search presence in 2015
TRANSCRIPT
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David Mihm@davidmihm
Bulletproofing Your Local Search Presence for 2015+David Mihm [email protected] / @davidmihm 27
October 2014
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What local search means to Google1Key local developments at Google
Long-haul local tactics
What I’ll Be Talking About
Making Your Mark in Google’s Local World
A closer look at Pigeon22a3
Recap4
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1. What does local searchmean to Google?
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frequency+ engagement+ purchase intent=Mobile.
25% 75%50%
© SEOmoz, Inc. 2014@davidmihmImage: Joi Ito, http://commons.wikimedia.org/wiki/File:Schmidt-Brin-Page-20080520.jpg
$ $ $
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SEOs’ vision of local search
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Google’s vision of local search
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“ $ ?” “ ?”
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The foundation for all of this isALREADY HERE.
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Knowledge Graph
© SEOmoz, Inc. 2014@davidmihmAugust 2013
© SEOmoz, Inc. 2014@davidmihmSomewhat recent
© SEOmoz, Inc. 2014@davidmihmhttp://blumenthals.com/blog/2007/12/22/local-authoritative-onebox-im-feeling-lucky-or-not/ December 2007 (!)
© SEOmoz, Inc. 2014@davidmihmhttp://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785Evolution of the Auth. OneBox
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Sentiment
© SEOmoz, Inc. 2014@davidmihmOctober 2009
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Hat tip: Michael Cottam
October 2010
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© SEOmoz, Inc. 2014@davidmihmJune 2014 (?)
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Transaction
© SEOmoz, Inc. 2014@davidmihmJuly 2011
© SEOmoz, Inc. 2014@davidmihmhttp://searchengineland.com/google-tests-new-car-leads-product-126070
June 2012
© SEOmoz, Inc. 2014@davidmihmhttp://searchengineland.com/google-tests-new-car-leads-product-126070
October 2013
© SEOmoz, Inc. 2014@davidmihmhttp://searchengineland.com/google-tests-new-car-leads-product-126070
October 2013
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Closing the Loop
© SEOmoz, Inc. 2014@davidmihmJune 2009
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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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Local SEOs need to adapt and evolve.
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Adjust your mindset to pre-website conversionHelp Google create knowledge cards for your business(es)
Optimize your knowledge cards for CTR and conversion
(Diversify your marketing so you’re NOT reliant on Google)
How do you adapt to this world?
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2. Key local developments at Google
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SEOs Google
Pigeon!
Google+ Failed!
Google My Business Released!
Hummingbird.
Google+ Served Its Purpose.
Backend Is Unified.
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Unified loginPersonalized resultsCross-device trackingSpam prevention
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2012 2014
- Realtime updates now possible.- Unified Mapmaker backend; many more
countries- Static listing IDs- No more custom categories
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2a. A closer look / sneak peek 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;DRWeb ranking
signalsKnowledge
GraphDistance :
location
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Mozcast data
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WhatMozcastSays
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© 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;DRWeb ranking
signalsKnowledge
GraphDistance :
location
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*Note: across bothpack and localizedorganic results.
2014 LSRFFactors INCREASINGin importancesince Pigeon
© 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;DRWeb ranking
signalsKnowledge
GraphDistance :
location
© SEOmoz, Inc. 2014@davidmihm
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 AOBsTerms 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;DRWeb ranking
signalsKnowledge
GraphDistance :
location
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Distance : Location
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© SEOmoz, Inc. 2014@davidmihm
*Note: across bothpack and localizedorganic results.
2014 LSRFFactors INCREASINGin importancesince Pigeon
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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”
© 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;DRWeb ranking
signalsKnowledge
GraphDistance :
location
© SEOmoz, Inc. 2014@davidmihm
SEOs Google
Pigeon!
Google+ Failed!
Google My Business Released!
Hummingbird.
Google+ Served Its Purpose.
Backend Is Unified.
© SEOmoz, Inc. 2014@davidmihmPhoto 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.
© SEOmoz, Inc. 2014@davidmihmPhoto credit: P. Slawinski
http://pslawinski.smugmug.com/
3. Long-haul Local Tactics
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(Core ranking factors have not changed THAT much.)
One that has:Clickthrough rate / behavior
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Help Google generate knowledge cards for your business(es)Site ArchitectureStructured Data
Optimize your knowledge cards for CTR and conversionGet ReviewsPhotos and Snippets
Barnacle onto Brands
Long-Haul Local Tactics
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Site Architecture• 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 Schema• 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)
Help Google generate knowledge cards
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Help Google generate knowledge cards
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Structured DataGoogle My Business
https://www.google.com/local/manage/
Help Google generate knowledge cards
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Google My Businessis only part of theequation.
Source: Google Patent Application 60658214
“Generating Structured Information”
Structured Data
Help Google generate knowledge cards
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What this:
really looks like…
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Interesting Post-Pigeon Data Point
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Get Reviews. Why?• 79% of people trust reviews as much as personal recommendations
• Visual impact on clickthrough rate• Snippets and relevance• (Also, rankings!)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
Optimize your knowledge cards for CTR and conversion
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Get Reviews. Where?
Optimize your knowledge cards for CTR and conversion
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(Another) Interesting Post-Pigeon Data Point
Optimize your knowledge cards for CTR and conversion
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Optimize your knowledge cards for CTR and conversion
http://glassalmanac.com/zip-code-glass-experience/1143/http://www.localseoguide.com/new-google-mobile-local-results/
Photos
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Optimize your knowledge cards for CTR and conversion
http://glassalmanac.com/zip-code-glass-experience/1143/http://www.localseoguide.com/new-google-mobile-local-results/
Photos
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Barnacle onto Brands
h/t Will Scott and Justin Sanger for the term “Barnacle” in Local
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4. Recap
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GMB SIGNALS
SEARCHERCENTROID
BEHAVIORAL
LINKS
ON-PAGE REVIEWS
CITATIONS
AlgorithmicEvolution
2008 – 10 Pack Introduction2012 – Stability Post-Venice2014 – Pigeon
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AlgorithmicEvolution
2008 – 10 Pack Introduction2012 – Stability Post-Venice2014 – Pigeon
GMB SIGNALS
SEARCHERCENTROID
BEHAVIORAL
LINKS
ON-PAGE REVIEWS
CITATIONS
2015+ – My Prediction
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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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Pigeon is coming.Take screenshots of your top keywords NOW to assess before-and-after.
When it hits…study—don’t complain about—the crazy Authoritative OneBoxes.
These are valuable learning opportunities (Jack Regan, Leucadia);the algorithm will mature eventually.
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Order of Operations
PrioritizeConversion
Photos
(Barnacle)
Optimize YourReview Process
Research topindustry sites
Integrate into CRM
ManageLocation Data
Google MyBusiness
Majoraggregators
Importantdirectories
Optimize Store Locator
Crawlable structure
One location,one page
Title Tags
NAP in Schema.org
Optimize forconverstions