The Future: Local Search Optimization & Google Places
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The Future: Local Search Optimization & Google Places
- 1. The Future: Local Search Optimization & Google Places Michael Mire Co-founder & CEO @MichaelMire1
- 2. Big Data • Indexed: 100M pages in April 2012 • Total Listings: 700K listings • Keywords: 60k • Categories: 90K • Citation pages indexed: 6.5M • Recommendations 3.0M
- 3. Mobile- Local Search • 51% local searches on the go • 67% of local searchers, think that having the correct NAP + hrs of ops is critical • 77% of local searchers have submitted a review in the last 30 days • 61% of searchers believe local results are most relevant and trustworthy • VS 27% for natural search results • 64% use Google Maps App to perform local searches • Mobile local searches on Google grow to 40% in 2012 • PC local searches on Google = 20% Source: 5th annual Local Search Usage Study, prepared by comScore, Inc. for Localeze and 15 miles & Google Canada..
- 4. Local Search Convergence All rights reserved SweetIQ 2012 © - Private & Confidential not for public distribution
- 5. Canadian Local Ecosystem Confirmed Not-confirmed
- 6. Google Place Rank Algo • Prominence • Citations and listings • Reviews • Relevance • Keyword/ Category usage • Distance
- 7. Venice Update • Improved Local results- Integrating local into SERP • Blended Vs. Pack • Locator pages- custom content • KML site maps • Schema data • Local link building • Citations
- 8. Future of Places & G+ • Scared of Facebook! • Added layer of personalization • More accurate targeting • Added authority and relevancy • Stickiness factor for users- they hope! • Monetization
- 9. National Chain- Case 1 Locations: n=76 Listings (G/B/Y): n=228 Total Keywords: n=468 5 keywords per location: Brand+ city name KW1 + city name KW2+ city name Long tail KW1+ city name Long tail KW2+ city name
- 10. I’ve Got Issues! Presence Audit: • Inconsistent NAP: 63% • Locations w/out G or+ B or+ Y listing: 57% • Listings w/≤ 2 categories: 90% • Citations- Locations under benchmark (57): 53% • Keywords ranked on page 1 (G/B/Y): 10.1% Recommendations: • Claim & optimize listings • Optimize listings & website for keywords + categories
- 11. More Issues! Visibility Audit: • Average star rating: 1.6 (71% ≤ 3.5 stars) • Average # reviews per location: 2.15 • 50% locations: No reviews/ ratings • Average citations per location: 57 • 53% locations: ≤57 citations Recommendations: • Campaign to solicit reviews • Review and ratings management- interact with reviewers • Citation building campaign
- 12. Local Lawyer- Case 2 Impressions/Visits/Actions 35 30 25 20 15 10 Google Places Impressions Google Places Actions 5 Website Visits 0 Google Places Impressions= 2505 Google Places Actions= 68 Website Visits = 171
- 13. Results Keyword Ranking 100.0 89.0 90.0 80.0 70.0 66.3 60.0 56.8 56.5 50.0 January 40.0 35.5 February 31.5 28.5 March 30.0 26.8 24.5 24.0 20.0 17.5 8.3 8.3 9.5 7.8 8.8 10.0 6.6 6.6 5.6 2.6 3.5 2.0 1.4 1.4 0.0 avocat immigration Immigration Immigration Business saguy avocat avocats immigration lawyer lawyers attorney Lawyer barchichat montreal Montreal
- 14. More Results Impressions/Visits/Actions Website Visits 200 150 100 Google Places Impressions 50 0 Google Places Actions Google Places Impressions= 13,534 Google Places Actions= 140 Website Visits = 410
- 15. Strategy Competitive Audit Local Search Optimization Reporting Set Strategy Listing Management Citation Optimization Building
- 16. Tips To Get Results 1. Claim your listings 2. Find the optimal local keywords 3. Select appropriate categories 4. Monitor local packs and competitors listings for insights 5. Listing management: data accuracy and consistency 6. Citations: • Competitive analysis • Citation building • Monitoring your citation accuracy 7. Manage Reviews & reputation • Encourage clients to leave reviews
- 17. Finding Keywords Find the right local keywords from your website or your keyword list Determine if they are relevant for local- display a local pack Analyze the competition to determine the effectiveness of competing for the keywords
- 18. Picking Categories Analyze the category to kw relationship Pick the Categories that best suite your needs Don’t forget to plugin your new categories into your listings and website on-page seo
- 19. Unifying Local & web SEO Add Categories Add Categories Off-page SEO to On-page Selected Category SEO Categories Consistency On-page SEO
- 20. Listing Management Analyze your existing listings,, and the data accuracy and consistency Analyze your listing categories, and optimize as required Deal with any duplicates immediately
- 21. Citations Analyze your citations, data accuracy and consistency Analyze the competition’s citations for insights Build, build, build… Monitor your progress
- 22. Tools • Get Me Listed> SweetIQ • White Spark • Bright Local • Places Scout • Yext • GetListed.org • SEO MOZ • Majestic SEO
- 23. Questions? @GetMeListed
Editor's Notes
- The location-based marketing landscape is extremely fragmented and requires the management of many different channels.You need to ensure that customers can find you anytime and anywhere to ensure maximum consumer exposer.Currently, the landscape requires you to build and manage your presence and visibility on:Search engines,Social networksMobile search enginesMobile mapsMobile app, including 4 squareRatings and review sitesInternet Yellow pagesDaily deal sitesAnd the flavour of the month: Pinterest today, gone tomorrow!Managing all these different channels is a big task, you need to make sure that:Your data is accurate, complete and consistentThat You monitor ratings and reviewsYou also have to manage your brands reputationAnd in order to be most effective you need to converse with your customersNow, because this is local, each venue has their own individual accounts, and therefore managing a brand becomes a herculean task:The marketer needs to deliver value, and great performance, all under budget!When you scale up from 1 location to hundreds or thousands, new issues arise, like:Data AccuracyBrand managementRegional differences, as an example, a Café in Montreal, may be called a coffee shop in Vancouver or Boston.Effectively managing and maintaining this simple difference is no simple task.In addition to the management of your data requirements, When Managing large volumes of locations, how can you derive actionable competitive intelligence to set and implement strategy, report the results and implement improvements using multiple tools and or Excel? You cant!As a marketer, it is impossible to deliver optimal performance for a fully integrated Location-based marketing campaign without automation, analytics and actionable recommendationsSweet IQ solves this problem with our “all-in one” platform that enable the delivery of value and optimal results!The Task becomes even more complicated, when a marketer or agency has to manage multiple large venue based campaigns!