user behavior affects local rankings. now what?
DESCRIPTION
Why should Google rack its artificial brain to figure out which local search results are the best, when it can just let searchers do some of the work? Local SEOs and business owners should assume that Google knows everything about how searchers interact with businesses in the local search results and beyond. As a result, businesses that seem popular with searchers are likely to stay high in the local results, while everyone else sinks. How can you turn people’s behavioral signals to your advantage? How can you get searchers to engage with your business in ways that tell Google you’re “popular”?TRANSCRIPT
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@philrozek #stateofsearch
User Behavior Affects Local Rankings.
Now What?
State of Search 2014
Phil Rozek localvisibilitysystem.com
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@philrozek #stateofsearch
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@philrozek #stateofsearch
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@philrozek #stateofsearch
So click-through and other
user-behavior matters.
I’ll show you what to do
with that knowledge.
But first…
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@philrozek #stateofsearch
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@philrozek #stateofsearch
My theory:
it’s all like a sandbox
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@philrozek #stateofsearch
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@philrozek #stateofsearch
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@philrozek #stateofsearch
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@philrozek #stateofsearch
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@philrozek #stateofsearch
2 assumptions about Google…
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@philrozek #stateofsearch
Assumption 1: Google knows everything
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@philrozek #stateofsearch
Assumption 2: Google judges everything
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@philrozek #stateofsearch
Ever noticed how some businesses
stick on page one forever?
Or how businesses rank then tank?
Or why results can seem so random?
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@philrozek #stateofsearch
Assumption 2: Google uses what it knows
Overall, more difficult-to-game signals
have been on the rise - clickthrough
rates on your listings in search results
are more influential than ever.
Clicks on maps, review links, and
driving directions all factor in.
Chris Silver Smith
Local Search Ranking Factors 2014
“
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@philrozek #stateofsearch
The $64,000 Question:
how can you get users to show
Google you’re a good search result?
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@philrozek #stateofsearch
Obvious win: Get lots of people into a room
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@philrozek #stateofsearch
Host a big gathering if you can.
Or do TV ads if you can.
But I can’t assume you’ll do those.
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@philrozek #stateofsearch
How can you send Google
more behavioral clues
every day, starting today?
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@philrozek #stateofsearch
Know the main places where
searchers can engage with you:
7 “sandboxes”…
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@philrozek #stateofsearch
1. Main search results
2. Branded search results
3. Your knowledge graph
4. “People also search for”
5. Google Places page
6. Website
7. “Maps” view
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@philrozek #stateofsearch
The goal(s):
collect more clicks
+ clicks from all over.
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@philrozek #stateofsearch
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@philrozek #stateofsearch
By the way…
Forget rankings for a second.
You should do all these steps anyway.
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Engagement area 1:
main search results
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Goal:
Become the obvious
search result to click on
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@philrozek #stateofsearch
Get a catchy business name
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@philrozek #stateofsearch
Get a catchy business name
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@philrozek #stateofsearch
Get a catchy business name
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@philrozek #stateofsearch
Use a Google Places “descriptor”
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@philrozek #stateofsearch
Reviews, reviews, reviews
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@philrozek #stateofsearch
Reviews, reviews, reviews
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@philrozek #stateofsearch
Upload attractive photo(s)
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@philrozek #stateofsearch
Engagement area 2:
branded search results
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Goal:
avoid pogo-sticking
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@philrozek #stateofsearch
Punchy title + description tags
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@philrozek #stateofsearch
Make pages based on autocomplete
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@philrozek #stateofsearch
Make pages based on autocomplete
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@philrozek #stateofsearch
Get on Google’s favorites
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@philrozek #stateofsearch
Obvious:
Facebook, Pinterest, YouTube,
etc.
Less-obvious:
BBB, SlideShare, paid niche
sites, even Meetup.com
Get on Google’s favorites
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@philrozek #stateofsearch
Engagement area 3:
your knowledge graph
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Goal:
turn your knowledge graph into
Play-Doh
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@philrozek #stateofsearch
Catchy photo and many reviews
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@philrozek #stateofsearch
Photos in posts
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@philrozek #stateofsearch
Engagement area 4:
“people also search for”
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Goal:
steal clicks from competitors’
branded results
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@philrozek #stateofsearch
Upload flashy 1st photo
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@philrozek #stateofsearch
Upload flashy 1st photo
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@philrozek #stateofsearch
Upload flashy 1st photo
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@philrozek #stateofsearch
Engagement area 5:
Google Places page
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Goal:
get people to click through
- or click to call.
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@philrozek #stateofsearch
Google reviews!
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@philrozek #stateofsearch
Google reviews!
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@philrozek #stateofsearch
Nice cover photo
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@philrozek #stateofsearch
Detailed description w/ links
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@philrozek #stateofsearch
Google posts that link to posts / subpages
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@philrozek #stateofsearch
Google Business View photo shoot
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@philrozek #stateofsearch
Google Business View photo shoot
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Google Business View photo shoot
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@philrozek #stateofsearch
Google Business View photo shoot
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@philrozek #stateofsearch
Engagement area 6:
your site
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@philrozek #stateofsearch
Goals:
1. avoid pogo-sticking
(esp. bounces)
2. push users deeper
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@philrozek #stateofsearch
1. Autoplay videos, Flash intros, music
2. Thin content on landing page
3. Typical keyword-stuffing
Bad ideas
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@philrozek #stateofsearch
1. Visible, foolproof navigation
2. Lots of info about services
3. Mobile-friendly site
Good ideas – the obvious ones
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@philrozek #stateofsearch
4. Links to review sites (in new tab)
5. Click-to-call links
6. Multiple calls-to-action
7. CrazyEgg
Good ideas – the less-obvious
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@philrozek #stateofsearch
Use CrazyEgg
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@philrozek #stateofsearch
Engagement area 7:
“Maps” view
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Goal:
urge visitors to look up
driving directions
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@philrozek #stateofsearch
Encourage driving directions
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@philrozek #stateofsearch
Embed the RIGHT Google map
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@philrozek #stateofsearch
Embed the RIGHT Google map
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@philrozek #stateofsearch
Put it on several pages if possible.
Ask visitors to use the map.
Where you don’t embed the map,
consider linking to it (new tab).
Embed the RIGHT Google map
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Bonus tip:
Give Google Plus reviewers
manual directions
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@philrozek #stateofsearch
1. Go to Plus.Google.com
2. Or to Google.com
3. Don’t send everyone a link!
Ask reviewers to search manually
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@philrozek #stateofsearch
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@philrozek #stateofsearch
What’s the bigger picture?
a few principles
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@philrozek #stateofsearch
1. Study your UX – your “click-flow”
2. Give users stuff to look at
3. Give users places to click
4. REVIEWS
Takeaway principles
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@philrozek #stateofsearch
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@philrozek #stateofsearch
Thanks!
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@philrozek #stateofsearch
Phil Rozek
localvisibilitysystem.com
twitter: @philrozek
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@philrozek #stateofsearch
• # of Clicks on Your Google+ Page Determines Your Ranking?
– Local Search Forum
• Driving Directions vs. Reviews as Ranking Signals for Google Maps
– Bill Slawski
• Mad Science Experiments in SEO & Social Media (slides 88-102)
– Rand Fishkin
• Using Autocomplete To Hijack Local Search Results
– Chris Silver Smith
• How to Pimp Your Local Google+ Page
– Phil Rozek / Whitespark
• One-page handout for getting Google reviews
– Phil Rozek
Resources / further reading