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2017 Local Search Ranking
Factors Survey Results
Darren Shaw
Founder, Whitespark
@DarrenShaw_
Data Aggregator
Study
@DarrenShaw_
Thank you,
David Mihm
Tidings.com
Definitions
@DarrenShaw_
GMB ListingDefinitions
@DarrenShaw_ +DarrenShaw
GMB ListingDefinitions
@DarrenShaw_ +DarrenShaw
GMB Landing PageDefinitions
@DarrenShaw_ +DarrenShaw
Local PackDefinitions
@DarrenShaw_ +DarrenShaw
Local ABC PackDefinitions
@DarrenShaw_ +DarrenShaw
Local Snack PackDefinitions
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
REMEMBER
“If you want a snack,
look to the snack pack”
Local Sponsored PackDefinitions
@DarrenShaw_ +DarrenShaw
Local FinderDefinitions
@DarrenShaw_ +DarrenShaw
Changes Made
to the Survey
@DarrenShaw_
@DarrenShaw_ +DarrenShaw
Foundational Factors
vs
Competitive Difference
Makers
@DarrenShaw_ +DarrenShaw
Impact of the Possum
Update
@DarrenShaw_ +DarrenShaw
Encouraging More
Comments
@DarrenShaw_ +DarrenShaw
Factors Dropped
&
Factors Added
Survey Structure
@DarrenShaw_
Thematic Ranking
Signals
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Specific Ranking Factors
in Local Pack/Finder
and
Local Organic Results
Foundational vs
Competitive Ranking
Factors
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Impact of the Possum
Update
Negative Ranking
Factors
@DarrenShaw_ +DarrenShaw
Results & Observations
@DarrenShaw_
Increasing Importance
@DarrenShaw_ +DarrenShaw
Decreasing Importance
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Physical Address in City of
Search is now the #2 Local
Search Ranking Factor
@DarrenShaw_ +DarrenShaw
Drumroll please…
The New #1 Local Search Ranking Factor
@DarrenShaw_ +DarrenShaw
Proximity of Address to
the Point of Search
Proximity of Address to the Point of Search
@DarrenShaw_ +DarrenShaw
Proximity of Address to the Point of Search
@DarrenShaw_ +DarrenShaw
Proximity of Address to Centroid?
@DarrenShaw_ +DarrenShaw
Proximity of Address to Centroid?
@DarrenShaw_ +DarrenShaw
Proximity of Address to Centroid?
@DarrenShaw_ +DarrenShaw
#1 #2 #3
New Citation Factors
@DarrenShaw_ +DarrenShaw
Consistency of
Structured Citations
Consistency on
Primary Data Sources
Cons...
New Citation Factors
@DarrenShaw_ +DarrenShaw
Enhancement /
Completeness of Citations
Presence of Business
on Expert Curat...
Shifting Priorities With Citations
@DarrenShaw_ +DarrenShaw
Total Citation Factors in the Top 50
@DarrenShaw_ +DarrenShaw
2015: 7
2017: 10
Local SEOs Love Links
@DarrenShaw_ +DarrenShaw
Local SEOs Love Links
@DarrenShaw_ +DarrenShaw
Reviews: 45
Citations: 32
GMB Factors
@DarrenShaw_ +DarrenShaw
So long, Description field
We won’t miss you
GMB Factors
@DarrenShaw_ +DarrenShaw
Hello Attributes!
GMB Factors
@DarrenShaw_ +DarrenShaw
Spamming the GMB Business Title
@DarrenShaw_ +DarrenShaw
Spamming the GMB Business Title
@DarrenShaw_ +DarrenShaw
Age of GMB Listing
@DarrenShaw_ +DarrenShaw
Ranked Highly by Joy and Colan
Association of Photos
@DarrenShaw_ +DarrenShaw
Add Business Hours
@DarrenShaw_ +DarrenShaw
Because Nick Neels
said so
Impact of Possum
@DarrenShaw_ +DarrenShaw
Impact of Possum
@DarrenShaw_ +DarrenShaw
Impact of Possum
@DarrenShaw_ +DarrenShaw
The primary impact
has been identifying
and troubleshooting
filtered listings
Foundational Factors
@DarrenShaw_ +DarrenShaw
Competitive Difference Makers
@DarrenShaw_ +DarrenShaw
The Basics of How To Rank in Local
@DarrenShaw_ +DarrenShaw
Behavioral Factors
@DarrenShaw_ +DarrenShaw
The Future of Local Search: Entity Authority
@DarrenShaw_ +DarrenShaw
Tidings.com/vault/local-ranking-2020.html
The Future of Local Search: Entity Authority
@DarrenShaw_ +DarrenShaw
The Future of Local Search: Entity Authority
@DarrenShaw_ +DarrenShaw
The Future of Local Search: Entity Authority
@DarrenShaw_ +DarrenShaw
Thank you
Darren Shaw
Founder, Whitespark
@DarrenShaw_
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
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Sneak preview of some key takeaways from the 2017 Local Search Ranking Factors Survey

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Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results

  1. 1. 2017 Local Search Ranking Factors Survey Results Darren Shaw Founder, Whitespark @DarrenShaw_
  2. 2. Data Aggregator Study @DarrenShaw_ Thank you, David Mihm
  3. 3. Tidings.com
  4. 4. Definitions @DarrenShaw_
  5. 5. GMB ListingDefinitions @DarrenShaw_ +DarrenShaw
  6. 6. GMB ListingDefinitions @DarrenShaw_ +DarrenShaw
  7. 7. GMB Landing PageDefinitions @DarrenShaw_ +DarrenShaw
  8. 8. Local PackDefinitions @DarrenShaw_ +DarrenShaw
  9. 9. Local ABC PackDefinitions @DarrenShaw_ +DarrenShaw
  10. 10. Local Snack PackDefinitions @DarrenShaw_ +DarrenShaw
  11. 11. @DarrenShaw_ +DarrenShaw REMEMBER “If you want a snack, look to the snack pack”
  12. 12. Local Sponsored PackDefinitions @DarrenShaw_ +DarrenShaw
  13. 13. Local FinderDefinitions @DarrenShaw_ +DarrenShaw
  14. 14. Changes Made to the Survey @DarrenShaw_
  15. 15. @DarrenShaw_ +DarrenShaw Foundational Factors vs Competitive Difference Makers
  16. 16. @DarrenShaw_ +DarrenShaw Impact of the Possum Update
  17. 17. @DarrenShaw_ +DarrenShaw Encouraging More Comments
  18. 18. @DarrenShaw_ +DarrenShaw Factors Dropped & Factors Added
  19. 19. Survey Structure @DarrenShaw_
  20. 20. Thematic Ranking Signals @DarrenShaw_ +DarrenShaw
  21. 21. @DarrenShaw_ +DarrenShaw Specific Ranking Factors in Local Pack/Finder and Local Organic Results
  22. 22. Foundational vs Competitive Ranking Factors @DarrenShaw_ +DarrenShaw
  23. 23. @DarrenShaw_ +DarrenShaw Impact of the Possum Update
  24. 24. Negative Ranking Factors @DarrenShaw_ +DarrenShaw
  25. 25. Results & Observations @DarrenShaw_
  26. 26. Increasing Importance @DarrenShaw_ +DarrenShaw
  27. 27. Decreasing Importance @DarrenShaw_ +DarrenShaw
  28. 28. @DarrenShaw_ +DarrenShaw Physical Address in City of Search is now the #2 Local Search Ranking Factor
  29. 29. @DarrenShaw_ +DarrenShaw Drumroll please…
  30. 30. The New #1 Local Search Ranking Factor @DarrenShaw_ +DarrenShaw Proximity of Address to the Point of Search
  31. 31. Proximity of Address to the Point of Search @DarrenShaw_ +DarrenShaw
  32. 32. Proximity of Address to the Point of Search @DarrenShaw_ +DarrenShaw
  33. 33. Proximity of Address to Centroid? @DarrenShaw_ +DarrenShaw
  34. 34. Proximity of Address to Centroid? @DarrenShaw_ +DarrenShaw
  35. 35. Proximity of Address to Centroid? @DarrenShaw_ +DarrenShaw #1 #2 #3
  36. 36. New Citation Factors @DarrenShaw_ +DarrenShaw Consistency of Structured Citations Consistency on Primary Data Sources Consistency on Tier 1 Sites Consistency on Tier 3 Sites Consistency on Tier 4 Sites
  37. 37. New Citation Factors @DarrenShaw_ +DarrenShaw Enhancement / Completeness of Citations Presence of Business on Expert Curated "Best of" and Similar Lists Proper Category Associations on Aggregators and Top Tier Citation Sources Prominence on Key Industry-Relevant Domains
  38. 38. Shifting Priorities With Citations @DarrenShaw_ +DarrenShaw
  39. 39. Total Citation Factors in the Top 50 @DarrenShaw_ +DarrenShaw 2015: 7 2017: 10
  40. 40. Local SEOs Love Links @DarrenShaw_ +DarrenShaw
  41. 41. Local SEOs Love Links @DarrenShaw_ +DarrenShaw Reviews: 45 Citations: 32
  42. 42. GMB Factors @DarrenShaw_ +DarrenShaw So long, Description field We won’t miss you
  43. 43. GMB Factors @DarrenShaw_ +DarrenShaw Hello Attributes!
  44. 44. GMB Factors @DarrenShaw_ +DarrenShaw
  45. 45. Spamming the GMB Business Title @DarrenShaw_ +DarrenShaw
  46. 46. Spamming the GMB Business Title @DarrenShaw_ +DarrenShaw
  47. 47. Age of GMB Listing @DarrenShaw_ +DarrenShaw Ranked Highly by Joy and Colan
  48. 48. Association of Photos @DarrenShaw_ +DarrenShaw
  49. 49. Add Business Hours @DarrenShaw_ +DarrenShaw Because Nick Neels said so
  50. 50. Impact of Possum @DarrenShaw_ +DarrenShaw
  51. 51. Impact of Possum @DarrenShaw_ +DarrenShaw
  52. 52. Impact of Possum @DarrenShaw_ +DarrenShaw The primary impact has been identifying and troubleshooting filtered listings
  53. 53. Foundational Factors @DarrenShaw_ +DarrenShaw
  54. 54. Competitive Difference Makers @DarrenShaw_ +DarrenShaw
  55. 55. The Basics of How To Rank in Local @DarrenShaw_ +DarrenShaw
  56. 56. Behavioral Factors @DarrenShaw_ +DarrenShaw
  57. 57. The Future of Local Search: Entity Authority @DarrenShaw_ +DarrenShaw Tidings.com/vault/local-ranking-2020.html
  58. 58. The Future of Local Search: Entity Authority @DarrenShaw_ +DarrenShaw
  59. 59. The Future of Local Search: Entity Authority @DarrenShaw_ +DarrenShaw
  60. 60. The Future of Local Search: Entity Authority @DarrenShaw_ +DarrenShaw
  61. 61. Thank you Darren Shaw Founder, Whitespark @DarrenShaw_
  • jonclark

    Jul. 21, 2017
  • scottiethomas

    Feb. 28, 2017
  • DylanBrooks

    Feb. 28, 2017

Sneak preview of some key takeaways from the 2017 Local Search Ranking Factors Survey

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