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How Proximity Affects Local Search Results - Digital Olympus 2016

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Have you noticed that local search results are getting more and more localized? Darren has been researching the impact of proximity on local search results and will share his findings, as well as provide insights on how to overcome proximity bias to reach more customers from a wider radius.

Publié dans : Marketing
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How Proximity Affects Local Search Results - Digital Olympus 2016

  1. 1. @DarrenShaw_ +DarrenShaw Darren Shaw Digital Olympus 2016 How Proximity Affects Local Search Results
  2. 2. Have you noticed that many local pack results don’t seem to make sense these days? @DarrenShaw_ +DarrenShaw
  3. 3. @DarrenShaw_ +DarrenShaw Why are THESE businesses ranking?
  4. 4. @DarrenShaw_ +DarrenShaw Metrics for these businesses
  5. 5. @DarrenShaw_ +DarrenShaw Two of the top ranked businesses have not claimed their Google listings and don’t even have websites.
  6. 6. @DarrenShaw_ +DarrenShaw Surely, Google, there are more prominent businesses in Edmonton that deserve to rank for this term.
  7. 7. @DarrenShaw_ +DarrenShaw Let’s add Proximity to the Metrics
  8. 8. @DarrenShaw_ +DarrenShaw I could walk to these businesses
  9. 9. @DarrenShaw_ +DarrenShaw Is it just my results?
  10. 10. @DarrenShaw_ +DarrenShaw Locations of Whitesparkers
  11. 11. How to determine your location on Google @DarrenShaw_ +DarrenShaw 1. Open an incognito browser in Chrome. 2. Go to maps.google.com. 3. Search for a local business in your city. 4. Click the “Directions” button. 5. Enter “my location” into the top field.
  12. 12. @DarrenShaw_ +DarrenShaw Brianna - Plumbers
  13. 13. @DarrenShaw_ +DarrenShaw Darren - Plumbers
  14. 14. @DarrenShaw_ +DarrenShaw Jessie - Plumbers
  15. 15. @DarrenShaw_ +DarrenShaw Nick - Plumbers
  16. 16. @DarrenShaw_ +DarrenShaw Brianna – Coffee Shops
  17. 17. @DarrenShaw_ +DarrenShaw Darren – Coffee Shops
  18. 18. @DarrenShaw_ +DarrenShaw Jessie – Coffee Shops
  19. 19. @DarrenShaw_ +DarrenShaw Nick – Coffee Shops
  20. 20. @DarrenShaw_ +DarrenShaw Brianna – Lawyers
  21. 21. @DarrenShaw_ +DarrenShaw Darren – Lawyers
  22. 22. @DarrenShaw_ +DarrenShaw Jessie – Lawyers
  23. 23. @DarrenShaw_ +DarrenShaw Nick – Lawyers
  24. 24. @DarrenShaw_ +DarrenShaw Are geomodified terms less affected by proximity to searcher?
  25. 25. @DarrenShaw_ +DarrenShaw Brianna – Plumbers Edmonton
  26. 26. @DarrenShaw_ +DarrenShaw Darren – Plumbers Edmonton
  27. 27. @DarrenShaw_ +DarrenShaw Jessie – Plumbers Edmonton
  28. 28. @DarrenShaw_ +DarrenShaw Nick – Plumbers Edmonton
  29. 29. @DarrenShaw_ +DarrenShaw Brianna – Coffee Shops Edmonton
  30. 30. @DarrenShaw_ +DarrenShaw Darren – Coffee Shops Edmonton
  31. 31. @DarrenShaw_ +DarrenShaw Jessie – Coffee Shops Edmonton
  32. 32. @DarrenShaw_ +DarrenShaw Nick – Coffee Shops Edmonton
  33. 33. @DarrenShaw_ +DarrenShaw Brianna – Lawyers Edmonton
  34. 34. @DarrenShaw_ +DarrenShaw Darren – Lawyers Edmonton
  35. 35. @DarrenShaw_ +DarrenShaw Jessie – Lawyers Edmonton
  36. 36. @DarrenShaw_ +DarrenShaw Nick – Lawyers Edmonton
  37. 37. @DarrenShaw_ +DarrenShaw Proximity still drastically influencing results for geomodfied terms. Differences likely due to relevancy for geomodified term.
  38. 38. CURRENT THEORY Proximity to the searcher appears to be the #1 dominant local ranking factor in LOCAL PACK results today @DarrenShaw_ +DarrenShaw
  39. 39. @DarrenShaw_ +DarrenShaw Are local organic results also impacted by proximity to searcher location?
  40. 40. @DarrenShaw_ +DarrenShaw Brianna - Plumbers #2 Pro Plumbing #5 United Plumbing #6 EZ Plumbing #7 Capital Plumbing #8 Best Plumbers
  41. 41. @DarrenShaw_ +DarrenShaw Darren - Plumbers #2 Pro Plumbing #5 United Plumbing #6 EZ Plumbing #7 Best Plumbers #8 Capital Plumbing
  42. 42. @DarrenShaw_ +DarrenShaw Jessie - Plumbers #2 Pro Plumbing #5 United Plumbing #6 EZ Plumbing #7 Best Plumbers #8 Capital Plumbing
  43. 43. @DarrenShaw_ +DarrenShaw Nick - Plumbers #2 Pro Plumbing #5 United Plumbing #6 Capital Plumbing #7 Best Plumbers
  44. 44. @DarrenShaw_ +DarrenShaw Brianna – Edmonton Plumbers #1 Pro Plumbing #4 Best Plumbers #6 Butler Plumbing #7 Capital Plumbing #8 Action Auger
  45. 45. @DarrenShaw_ +DarrenShaw Darren – Edmonton Plumbers #1 Pro Plumbing #4 Best Plumbers #6 Butler Plumbing #7 Capital Plumbing #8 Action Auger
  46. 46. @DarrenShaw_ +DarrenShaw Jessie – Edmonton Plumbers #1 Pro Plumbing #4 Best Plumbers #6 Butler Plumbing #7 Capital Plumbing #8 Action Auger
  47. 47. @DarrenShaw_ +DarrenShaw Nick – Edmonton Plumbers #1 Pro Plumbing #3 Best Plumbers #6 Butler Plumbing #7 Capital Plumbing #8 Action Auger
  48. 48. @DarrenShaw_ +DarrenShaw Brianna – Lawyers #4 Heritage Law #7 kiriak.com
  49. 49. @DarrenShaw_ +DarrenShaw Darren – Lawyers #7 Heritage Law
  50. 50. @DarrenShaw_ +DarrenShaw Jessie – Lawyers #7 Heritage Law
  51. 51. @DarrenShaw_ +DarrenShaw Nick – Lawyers #7 Heritage Law
  52. 52. @DarrenShaw_ +DarrenShaw A few minor differences but relatively consistent local organic rankings across the city.
  53. 53. Observations @DarrenShaw_ +DarrenShaw
  54. 54. @DarrenShaw_ +DarrenShaw Non-geomodified searches can pull results from neighboring cities. The radius is around the searcher’s location.
  55. 55. @DarrenShaw_ +DarrenShaw Results sometimes cluster together, even though there may be closer results to the searcher.
  56. 56. @DarrenShaw_ +DarrenShaw Google would rather show a smaller pack than a 3-pack with a business that’s too far away. I only get a 2-pack here, but I know there are other businesses that match this query on the south side
  57. 57. Why is Google Doing This? @DarrenShaw_ +DarrenShaw
  58. 58. @DarrenShaw_ +DarrenShaw
  59. 59. @DarrenShaw_ +DarrenShaw Can’t get local pack rankings? Pay for sponsored pack placement.
  60. 60. @DarrenShaw_ +DarrenShaw Used to be 1 pack per city. Now there are thousands. More ad inventory and targeting refinements.
  61. 61. @DarrenShaw_ +DarrenShaw Don’t like the options in the local pack? Click “More places” to see other places where Google can show you ads.
  62. 62. Takeaways @DarrenShaw_ +DarrenShaw
  63. 63. Local Rank Tracking is just a rough proxy for how you’re doing in local search rankings. @DarrenShaw_ +DarrenShaw
  64. 64. @DarrenShaw_ +DarrenShaw Local organic rankings are still an excellent source of traffic. You can rank city-wide on page 1.
  65. 65. Diversify your local optimization efforts beyond Google: Facebook, LinkedIn, Yelp, BBB, TripAdvisor, etc. @DarrenShaw_ +DarrenShaw
  66. 66. Future Research @DarrenShaw_ +DarrenShaw
  67. 67. @DarrenShaw_ +DarrenShaw • Why is Second Cup ranking so much better than Starbucks? • Collect distance data for hundreds of results and calculate averages for categories and pack types • Find and study outliers • Investigate terms with low inventory. Eg: taxidermy FUTURE RESEARCH
  68. 68. Thank you! Questions? @DarrenShaw_ +DarrenShaw@DarrenShaw_ +DarrenShaw

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