The Difference Making Local Ranking Factors in 2020 - 2017 MnSearch Summit
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David Mihm, Founder at Tidings | @davidmihm In 2017, links are still the overwhelming markers for authority in local search results (and results of all kinds). In this session, you’ll learn why David and Aaron believe that links will make way for entity authority as the overarching ranking factor in local search, and some of the signals Google is using even today that contribute to this concept.
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The Difference Making Local Ranking Factors in 2020 - 2017 MnSearch Summit
- 1. © 2017 TIDINGS@TIDINGSCO My Local Search Worldview, ca. June 2017 MnSearch // Saint Paul, MN // June 23, 2017 David Mihm Founder, Tidings © 2017 TIDINGS
- 3. © 2017 TIDINGS@TIDINGSCO Maybe in 2007… ...meanwhile, in 2017...
- 4. © 2017 TIDINGS@TIDINGSCO Local search query volume in the United States from 2014 to 2019, by platform (in billions)
- 6. © 2017 TIDINGS@TIDINGSCO Desktop Search Engine Market Share https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=0&qpsp=2017&qpnp=1&qptimeframe=Y Mobile/Tablet Search Engine Market Share
- 9. © 2017 TIDINGS@TIDINGSCO … (1200 pixels)
- 11. © 2017 TIDINGS@TIDINGSCO Every Google SERP feature is designed for mobile.
- 12. © 2017 TIDINGS@TIDINGSCO 2008 2013 2018+
- 13. © 2017 TIDINGS@TIDINGSCO Source: Bloomberg
- 16. © 2017 TIDINGS@TIDINGSCO 8% 14% Source: Tidings, based on Hitwise and Google data Share of searches by industry, August 2016 57% 31% 41% 29% DESKTOP MOBILE VOICE DESKTOP MOBILE VOICE
- 17. © 2017 TIDINGS@TIDINGSCO The rise of Voice means more fragmentationAND simultaneously less real estate for Google to monetize.
- 18. © 2017 TIDINGS@TIDINGSCO So what is Google doing in this context?
- 25. © 2017 TIDINGS@TIDINGSCO Source: SearchEngineLand
- 27. © 2017 TIDINGS@TIDINGSCO Slide courtesy of Moz’s Dr. Peter Meyers
- 29. © 2017 TIDINGS@TIDINGSCO Slide courtesy of Moz’s Dr. Peter Meyers
- 36. © 2017 TIDINGS@TIDINGSCO “Book a table for two at Tamarine tonight at 7 p.m.” -Amit Singhal, Google Search Chief, 1/13/16 Source: SearchEngineLand
- 37. © 2017 TIDINGS@TIDINGSCO Net-Net-Net Fewer webpage results Fewer organic results More time on Google SERPs Fewer clickthroughs* *except to advertisers
- 38. © 2017 TIDINGS@TIDINGSCO But how do I rank? (2017 Local Ranking Factors Survey) Traditional SEO Local Data Engagement
- 39. © 2017 TIDINGS@TIDINGSCO WHY do links and reviews (and citations) work? They contribute to Entity Authority.
- 40. © 2017 TIDINGS@TIDINGSCO Our concept of “citation” needs to evolve.
- 41. © 2017 TIDINGS@TIDINGSCO “Are words the new links?” --Mike Blumenthal
- 42. © 2017 TIDINGS@TIDINGSCO What else do I *think* builds entity authority? • Clickthrough rate • General traffic • Branded searches / Taps / Saves • Knowledge Panel interactions • Real-world visits • Real-world transactions
- 43. © 2017 TIDINGS@TIDINGSCO What else do I *think* builds entity authority? • Clickthrough rate • General Traffic • Branded searches / Taps / Saves • Knowledge Panel interactions • Real-world visits • Real-world transactions Engagement.
- 44. © 2017 TIDINGS@TIDINGSCO What else do I *think* builds entity authority? • Clickthrough rate • General Traffic • Branded searches / Taps / Saves • Knowledge Panel interactions • Real-world visits • Real-world transactions Engagement democratizes links.
- 45. © 2017 TIDINGS@TIDINGSCO Traditional SEO Local Data Engagement Traditional SEO Local Data Engagement 2017 2020
- 46. © 2017 TIDINGS@TIDINGSCO Personalization Behavioral Social Reviews Links On-Page Citations GMB Stuff we like to sell cuz it’s easy Stuff we can do but it’s hard “Real Company S#!t”
- 47. © 2017 TIDINGS@TIDINGSCO Personalization Behavioral Social Reviews Links On-Page Citations GMB Stuff we like to sell cuz it’s easy Stuff we can do but it’s hard “Real Company S#!t” Theme #1: Effective SEO is much harder.
- 49. © 2017 TIDINGS@TIDINGSCO Theme #2: There are fewer opportunities for organic engagement than ever.
- 51. © 2017 TIDINGS@TIDINGSCO Theme #3 / 3a: Demand is higher than ever / competition is fiercer than ever.
- 53. © 2017 TIDINGS@TIDINGSCO What can you do about it? tidings.com/adapt
- 54. © 2017 TIDINGS@TIDINGSCO © 2017 TIDINGS thank you! dm@tidings.com