Local Search in 2023: Must-Know and Must-Do Tactics

MilestoneInternet.com | @MilestoneMktg
Be everywhere your
customers are
Local Search in 2023
Must-Know and
Must-Do Tactics

Agenda
@MilestoneMkt
1. About Milestone
2. Speakers
3. Top Local Trends 2022- 2023
4. Best Practices and Tactics
5. Hyperlocal at Scale - How to Scale for Multilocation
Business?
6. Must-Know and Must-Do - Local Marketing Plan - 2023

@MilestoneMkt
About Milestone
1997 Founded
2000+ Customers
Headquarters Santa Clara, CA
Employees ~310
Drive online discovery by building technology natively in our platforms
Digital Marketing Platform
and Solutions

@MilestoneMkt
Milestone - Discovery-First Content Management Platform
Brand Content Management
and Distribution Platform
Analytics
+
Insights
Digital
Asset
Manager
(DAM)
Website
CMS
Schema
Manager
Local and
Reviews
FAQ
Manager
Integrated platform to drive online discovery and customer acquisition
Performance
Marketing
Design, Content,
SEO, Paid, Analytics

@MilestoneMkt
Your Speakers
Greg Sterling
Co-Founder Near Media
Joy Hawkins
Founder Sterling Sky
LinkedIn
Mike Blumenthal
LinkedIn
Benu Aggarwal
President Milestone Inc
LinkedIn
LinkedIn

Local Trends 2023
Greg Sterling

What Happened in Local in 2022?
• Lots. Too much for a short
presentation. This will be a
“highlights reel.”
• For more specific detail on Local
SEO/GBP changes and updates, see:
• https://www.sterlingsky.ca/google-local-changes/

Google: The Big Picture
Amid increasingly vocal user discontent, gains by
rivals and a growing spam problem,
Google is:
• Trying to improve search quality and trust
• Responding to rivals (TikTok, Amazon)
• Making (mobile) search more useful/ambient
• Exploiting ML/AI technologies (e.g., computer
vision, NLU, MUM)
• Cutting loose stuff that doesn’t work for
Google (see GMB app/GBP dashboard)
• Anticipating potential regulation/privacy issues

GMB App Deprecated, In-Search NMX
…in favor of web and Maps-based GBP updates: "new merchant experience" (NMX).

The TikTok Effect
• Google responding to Gen Z adoption of TikTok as a
search engine
• Making search more visual (more demanding image
requirements, rewarding photos in GBP)
• Emphasis on short video (see also: YouTube Shorts)
“Almost 40% of young people, when they’re looking
for a place for lunch, they don’t go to Google Maps or
Search ... They go to TikTok or Instagram.”
-- Google's Prabhakar Raghavan

The Amazon Effect
• Retail is typically the largest ad-spending
vertical for Google
• Trying to claw-back product search share
from Amazon
• Expanding product search in multiple ways:
Lens, AR, local inventory, Popular
Products, ++

If you run a retail business, you can show nearby shoppers what
you sell by adding your in-store products to your Business
Profile. Learn how to add products to your Business Profile.
In-Store Inventory

Algorithm Updates + E-E-A-T
• Helpful content update
• Spam updates
• Product reviews
• Core updates
QR guidelines: E-E-A-T:
• Experience.
• Expertise.
• Authoritativeness.
• Trustworthiness.
All directed toward
making search results
less spammy, more
credible, trustworthy --
against backdrop of
intensifying criticism
Google to punish 'SEO-
first’ content

Visual Search Growth
Google VP Jerry Dischler: “We're transforming the SERP into an
endless stream of visual ideas.”

Voice Search Plateaus
Alexa generates giant losses; thousands from Devices & Services group at Amazon laid off.

Review Trust and Review Moderation
• Google now more aggressively
moderating review spam with new
algorithm
• Consumers were more reliant on
reviews than ever, but more
distrusting
Gen Z says:
• TikTok content more authentic than SEO-
optimized content in SERPs.
• Faster and easier than wading through
Google reviews.
Source: BrightLocal consumer reviews surveys

Review Gating Killed by FTC
• FTC fined Fashion Nova $4.2 million for selectively publishing
positive reviews. It ruled, "review gating" was illegal and that
brands/marketers can't treat negative and positive reviews
differently.
• Negative review suppression was already against Google's
guidelines – but companies did it anyway.
• Warned third-party platforms involved.

Source: SterlingSky (4/22)
Percent of Fake Listings by Industry
Google stepping up enforcement -- but not winning
Spam and Fraud: Reviews, Listings, LSAs
Source: Ben Fisher/Search Engine Land

Privacy (Including Location)
Privacy gained additional visibility and urgency for consumers
• Google pays $392M Location Privacy Settlement
• Dobbs SCOTUS decision had big impact on
location-privacy discussion.
• More state laws passed (e.g., CPRA)

@MilestoneMkt
Looking Ahead: 2023

Europe: DSA + DMA
Sweeping news laws will impact US
tech companies; could affect the
Google SERP in North America:
• Digital Markets Act – anti-
gatekeeper/self-preferencing
• Digital Services Act – more
obligations for platforms to
remove “illegal content” and fight
disinformation (implications for
fake reviews)

High ~42%
Low ~36%
Source: LocalSEOGuide (2022)
*Uberall consumer research, n=1,000 adults Q3, 2021
~70% of search users: More than 50% of search activity focused on local area.*
Looking Ahead: Intent-Local Pack Disconnect?
Potential deprecation of the Local Pack in SERPs
or reduction of prominence (self-preferencing)

Chat AI ‘Snippets’?
• Neeva
• You.com
• Andi
• Bing (coming)
• Google (inevitable)

Other Stuff to Think About …
• Local SEO becomes even more dynamic with more
change/volatility in the market
• Google takes continued aggressive approach to review
moderation: with “collateral damage”
• Quality images and video critical for ranking
• Real-time product inventory more important with ranking benefits
• Google will have to deal with AI content; this will be an evolving
story
• Continued “cat and mouse game” re local spam and fraud (e.g.,
LSAs)
• Potential deprecation of the Local Pack in SERPs or reduction of
prominence (self-preferencing)
• Need holistic, ongoing approach in dealing with GBP/Local Search
(“not set and forget”)
• Diversify beyond Google in local

© 2022 Near Media, LLC
@mblumenthal
1
2
3
4
Optimizing images for
success
Google AI in Local Search
& Moderation
To-dos 2023
Reviews and the AI filter
Coping with rejection
The good, the bad and the ugly
Mike Blumenthal

@mblumenthal
2016 2018 2022

@mblumenthal
36%
of mobile screens occupied
solely by images
2016

@mblumenthal
Example:
Google matching photos with
search intent
The photos you need
GBP photos for every group of products
and services you provide

@mblumenthal
The photos you need
Website photos for every product or
service
As well as sub-categories
Example:
Google matching images to
search intent on organic results

@mblumenthal
“We’re transforming the SERP into
an endless stream of visual ideas”
2018
2016
Google Marketing Live, 2022

@mblumenthal
Source: Aircam

@mblumenthal
Semantic Photography
Give Google images it understands

@mblumenthal
The photos you need
Every photo should be checked against
Google’s Cloud Vision tool
https://cloud.google.com/vision
Google understands entities,
objects, logos, facial expressions,
sentiments & more

@mblumenthal
Photos you DON’T want:
Stock Photos
Source: Cornell University
Source: NN Group
“Custom images on Google Posts got 4x
more conversions than stock
photography” – Joy Hawkins

@mblumenthal
Hire a pro
They get the job done correctly.
Source: AirBnB
AirBnB research:
● 17% increase in demand
● $2,521 increase in annual income

@mblumenthal
11% increase in site traffic, calls,
& appointments
2018
2016
Local is all about conversions &
professional photos make the difference
https://whitespark.ca/local-search-summit/

@mblumenthal
1
2
3
4
Optimizing images for
success
Google AI in Local Search
& Moderation
To-dos 2023
Reviews and the AI filter
Coping with rejection
What AI first moderation looks like

@mblumenthal
AI First & Only Moderation

@mblumenthal
AI First & Only Moderation
No reason, no recourse

@mblumenthal
AI First & Only Moderation #Fails

@mblumenthal
Google AI as Social Arbiter

@mblumenthal
New rules being enforced
2016
Google AI First Moderation
The images should reflect reality
1. Don’t re-use images
2. Very limited text overlays
3. Proper exposure
4. No creative filters
5. Limit blurriness
6. Check Cloud Vision "Safe Search"
7. Come back & try again
support.google.com/business/answer/6103862#photo-guidelines

@mblumenthal
New Local Review Filter
Forum complaints about missing reviews
blog.google/products/maps/how-google-maps-reviews-work/

@mblumenthal
Impacted Categories
nearmedia.co/a-guide-to-googles-review-filter/

@mblumenthal
New listings most affected but….
Missing Reviews
Age of Business Profile Page

@mblumenthal
Asking seems to precipitate a
location level filter
2018
2016
Google AI in Local
Google encourages new profiles to ask

@mblumenthal
New review filter
2018
2016
Google AI in Local
Shoot first ask later
1. Probabilistic not deterministic
2. Can shut off locations or categories
3. Better at detecting attacks
4. Generates false positives
5. Report missing via forums (not support)
6. Report fakes

@mblumenthal
To-dos 2023
2018
2016
Google AI in Local
More things to add to your list
1. Great Images are key
2. Updated regularly
3. Multiple images for each product and service
4. Images that Google understands AND great
for users
5. Comply with new rules
6. Go slow when asking for reviews
7. Minimize reliance on Google reviews
8. Track & report when appropriate

@mblumenthal
nearmedia.co/subscribe

Hyperlocal Experience
Joy Hawkins
Founder Sterling Sky

Deliver Hyperlocal Experience in 2023 With..
2
Messaging
3
Content
1
Videos

@MilestoneMkt
Video Search Delivers Traffic!

Video Search Results Are Localized

@MilestoneMkt
Videos Get Featured in Google’s Search Results

@MilestoneMkt
Total Engagements
Increased By
331%
Users Like
Videos!

@MilestoneMkt
Content
Not authoritative
Not always correct

@MilestoneMkt
A Page That Tells Someone How To Do It
Themselves

@MilestoneMkt
To Dos
1
Record videos for your top
performing pages
2
Make sure you site includes an
option to text someone
3
Don’t be afraid to give away
secrets

@MilestoneMkt
Hyperlocal
at Scale
Benu Aggarwal
President Milestone Inc
@benuaggarwal

@MilestoneMkt
Local Is No Longer About Listings
Digital
Storefront
Images,
Video, FAQs
Reviews
Local
Listings
Product
Inventory
Local
Pages
Voice
Search
Messaging
LOCAL
3.0
@benuaggarwal

@MilestoneMkt
Public relations
Radio TV,
print outdoor
Business Initiated Conversation
Search / Voice Search
Rich snippets
Menus
Reviews
Blog
Social media
Google Posts
Customer Initiated
Conversations
E-commerce / Store
branch
Website
Community
Feedback on Chat
FAQ knowledge base
Promotion
Blog
Social media
Business Initiated Circulars
CONSIDERATION
PURCHASE
SERVICE
ADVOCACY
Modified Customer Journey Map
AWARENESS
DISCOVERY
FAQ
CONVERSATIONS
Product Demos and
Video Calling
Business Initiated Promotions
@benuaggarwal

@MilestoneMkt
Connecting Systems in Enterprise
CONSIDERATION PURCHASE SERVICE ADVOCACY
AWARENESS DISCOVERY CONVERSATIONS
Business Initiated
Conversation
Schema FAQ Reviews
Voice Search
Business Initiated
Offers
Customer
Initiated
Conversations
Product Demos /
Video Calling
Feedback on
Chat
Paid Media
Posts
SEO / Dev Content
Social
Media
Local Pages
CMS
Customer
Support
Pre-Sales
Support
Marketing Infrastructure Engineering Sales
CRM Inventory Customer Support
Teams
@benuaggarwal

@MilestoneMkt
Operationalizing Local in 2023
2
Omnichannel
Experience
..at SCALE
3
Helpful Content
4
Business Insights &
Local Reporting
1
MultiSearch
@benuaggarwal

@MilestoneMkt
https://blog.google/products/search/search-on-2022-announcements/
Drive Multisearch
at Scale
Centralize, Optimize &
Distribute Digital Assets
1
@benuaggarwal

@MilestoneMkt
Digital Assets - Centralize, Optimize & Discoverable
Centralized asset library, optimized for SEO performance
Tags Auto-generation | Entities with Vision API
Efficient compression | Smart caching | Run-time
transformations
Centralized | Access control | Efficient
1
2
3
CENTRALIZE
OPTIMIZE
DISCOVERY
@benuaggarwal

@MilestoneMkt
Local Channels
Asset Library
Centralize assets
Local Landing Pages
Centralize & Distribute Assets at Scale
Website
Elite Hotel
Boston
Images Videos PDFs And more..
CENTRALIZE
@benuaggarwal

@MilestoneMkt
Quality Score Meta Tags Alt-Text
Optimize and Drive Discovery
Safe Checker De-duplicator Entities
Quality Discovery & Relevancy
OPTIMIZE DRIVE DISCOVERY
@benuaggarwal

@MilestoneMkt
Create Experience - Short Video: Best for Multisearch & Content Marketing
@benuaggarwal

@MilestoneMkt
Re-imagining Experience - Video Creation and Distribution
Choose from Pre-built Themes Select from Stock Library Add Images & Video Snippets
Preview End Results Distribute Across Channels
Website Local Landing Pages
@benuaggarwal

Omnichannel Experience
Drive foot traffic
2
@benuaggarwal

@MilestoneMkt
Local Landing Pages
Attributes
To ace Local SEO, location pages must-have
1
2
5
9
7
8
1. Address, contact info, hours
2. Map and directions
3. Staff bios
4. Parking info
5. Payment, financing info
6. Offers, deals, coupons
7. Reviews
8. Frequently asked questions
9. Inventory highlights
10.Location images
11.3D tours, video
12.Department information
13.COVID information, health &
safety
14.Curbside, delivery, in-store
shopping, appointment-only, etc.
1
2
3
Publish location-specific FAQs
Experience = Discoverable, Relevant and Topical
2
@benuaggarwal

@MilestoneMkt
Create Locally Relevant Pages at Scale
Find nearest store location with map Individual location-specific info with
Images, Schema, Video, FAQs
Built-in automation
for Local SEO
Central Store Locator Page 200+ Landing Pages at Scale Local Search Optimized
51%
of phone
leads from
location pages
13%
of form leads
generated from
location pages
@benuaggarwal

Helpful Content
Relevant, qualitative,
accessible, authoritative,
experiential
3
@benuaggarwal

@MilestoneMkt
Helpful Content Covers All Micro-moments
A car-buying process
Booking travel
@benuaggarwal

@MilestoneMkt
FAQs at Scale
Curate and publish high quality Q&A across customer touchpoints
FAQ Manager Implemented
Source FAQs from channels Create & Curate FAQs Publish FAQS & Measure Performance
Central FAQ Database
AI generated FAQs
FAQs people ask
Industry-specific
template questions
Editor to create
FAQs
@benuaggarwal

@MilestoneMkt
Impact Study: Sun Outdoors
Data Source = GSC & Google Analytics Date Range: Jan-Nov 29 2022
FAQ page
239K
impressions
from
faq pages
878K
faq answers
viewed
on website
7K
traffic
from faq
pages
28K
pageviews
from faq
pages
@benuaggarwal

@MilestoneMkt
Bringing Local Relevancy - Publish Events at Scale
Location selection hub Specific location Events Calendar Month View
36%
avg. monthly
increase in
impressions
41%
avg. monthly
increase in
pageviews
@benuaggarwal

Business Insights & Local Reporting
5
@benuaggarwal

@MilestoneMkt
Local Competitive
Benchmarking
Benchmark your local presence against your
competition
@benuaggarwal

@MilestoneMkt
Multi-location Reporting
Single screen to view the location-wise
performance of your local marketing
@benuaggarwal

@MilestoneMkt
Local Insights at Scale
Advanced tracking of local performance across top
channels such as Google, Bing, Facebook - Request
Directions, CTA clicks, Call buttons and more
@benuaggarwal

@MilestoneMkt
Google Posts at Scale
Publish & measure your engagement via Google
Posts across locations
@benuaggarwal

@MilestoneMkt
Key Takeaway
@benuaggarwal

Multisearch Consistent Experience
Images, Video, Events,
Reviews, FAQ
Integrate & Scale
Conversions
Measure Impact
Customer Journey &
Touchpoints
Know
Local Marketing Plan - 2023

@MilestoneMkt
Sign Up for a Free 2023 Local Audit
* Available to first 10 to respond, not available
to agencies, consultants, or individuals
https://www.milestoneinternet.com/resources/request-audit
Contact us to discuss these local
trends and many more
Marketing_team@milestoneinternet.com
@benuaggarwal

We will showcase the latest trends, share customer-based case studies, and deliver the
actionable takeaways and tools to help you accelerate your digital performance in
fabulous Las Vegas.Save the Date: https://engage.milestoneinternet.com/
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