The document discusses how user behavior and engagement with local business listings on Google affects their search rankings. It outlines seven "sandboxes" where users can interact with listings, including search results, maps, and business profiles. The author provides tips for businesses to encourage clicks, reviews, and interactions in each area to send positive signals to Google's algorithms. The overarching goals are to make listings stand out amongst competitors and provide a good user experience to build trust with Google.
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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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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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Get on Google’s favorites
Obvious:
Facebook, Pinterest, YouTube,
etc.
Less-obvious:
BBB, SlideShare, paid niche
sites, even Meetup.com
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Bad ideas
1. Autoplay videos, Flash intros, music
2. Thin content on landing page
3. Typical keyword-stuffing
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Good ideas – the obvious ones
1. Visible, foolproof navigation
2. Lots of info about services
3. Mobile-friendly site
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Good ideas – the less-obvious
4. Links to review sites (in new tab)
5. Click-to-call links
6. Multiple calls-to-action
7. CrazyEgg
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Embed the RIGHT Google map
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).
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Takeaway principles
1. Study your UX – your “click-flow”
2. Give users stuff to look at
3. Give users places to click
4. REVIEWS
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Resources / further reading
• # 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