everything you need to know about local search and google places by michael blumenthal
DESCRIPTION
People in your area are searching for your services - is your business being found? They are also telling others about their experiences - do you know what they are saying? Hear from Michael Blumenthal, an online search consultant, share the latest trends and best practices in local search and Google Places, and how that to make it an integral part of your firm's marketing strategy. He will also cover the topic of online reviews - how lawyers can maximize positive feedback and determine the best response to negative or lackluster reviews that demonstrates professionalism and willingness to solve problems.TRANSCRIPT
Mike Blumenthal, blumenthals.com/[email protected] | Twitter: @mblumenthal
50Choose a number that
represents your business.
10#1
10, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000, 000,
000, 000, 000, 000, 000, 000
it’s not your mother’s yellow pages
places
4,209,000,001
Comscore.com 03/12 | Google 03/10
2,437,000,001
Comscore.com 01/12 | Google 03/10
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Branded Search
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Local Social Results
Local Data: Eye Tracking
Yellow PagesDifficulty: EasyCost: ExpensiveService: Phone & Rep
Service
Google PlacesDifficulty: More ComplicatedCost: FreeService: Do It Yourself
Difference betweenYellow Pages & Google
Some Other DifferencesWith Google Places
• Business Listings areAssembled by Computer
• Listings Displayed Across Different Array of Devices and Technologies
How a business owner sees a listing creation.
How Google creates a listing.
How Does Google Assemblea Business Listing
The “Cluster”
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
LBC Data1 Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
Places Dash.
Data1
Data2 Data2 Feed1 Feed2 Web1 Web2 UserEdits
Name Y X X X X X XAddress X X X X Y YPhone Y X X X X X X XWeb X X XCategory X X X XReviews X X X XGeoInfo X X XCitations X X XAdditional Details X X X
How Does Google PlacesAssemble a Business Listing
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Place page as a Search Result
Nearby Competitors
How a business owner sees their business.
How Google sees a business.
Mobile MapsGoogle
Directories
Google Car
Google SMS
Google Maps
Google TV
Google LocalOne Box
Listings display across different array of devices
Mobile MapsGoogle
Directories
Google Car
Google SMS
Google Maps
Google TV
Listings display across different array of platforms
• Before You Start
• Establishing Trust
• Providing A Baseline Presence
• Enhancing Your Standing• Review Management
Steps To Managing Your Listing
• Do keyword research.
• Review business name & address (NAP)
• READ THE GUIDELINES• Make sure that you provide
excellent customer service.• Pick the right categories.
• Write a great business description.• Gather Digital Assets.• CHECK FOR PROBLEMS
Before You Start – The 6 P’s
• Do keyword research –AdwordsBefore You Start – The 6 P’s
• Do keyword research –Related Searches
Before You Start – The 6 P’s
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• Do keyword research – Suggested Terms
Before You Start – The 6 P’s
• Do keyword research.
Before You Start – The 6 P’s
• Do keyword research – Google Insights
Before You Start – The 6 P’s
NAP Consistencyis the glue
• Review business name & address (NAP)• One name• One Phone Number• Every Place off-line and on• Check Map accuracy
Before You Start – The 6 P’s
• READ THE GUIDELINES
Before You Start – The 6 P’s
•Provide Excellent Customer Service
Before You Start – The 6 P’s
Before You Start – The 6 P’s
• Pick the right categories.• Write a great business
description.• Gather Digital Assets.• CHECK FOR PROBLEMS
Check for ProblemsNAP Audit – Getlisted.org
Establish Trust with Google’s Algo
• Have your contact informationon every page of your website.
• Include Your Business Name onLanding Page, Title & Meta Description.
• Whois Domain Record Visible (Not Private)
• Add a KML Sitemap or hCard info.
Establish Trust with Google’s Algo
• Claim Your Record in the Places Dashboard (with email @yourdomain)
WWW. Google.com/Places/
Providing A Baseline PresenceNAP+W – Consistent name, address, phone & website on:
• Legal Documents• Phone Directories• Update Your Listing W/
Google’s Primary Providers- Localeze, infoUSA & Axciom
(via Getlisted.org)
Providing A Baseline Presence
Providing A Baseline Presence
Claim listings from the principalsecondary data suppliers/sites:
• Yahoo, Bing, Yelp, SuperPages• Claim Industry Specific Directories
-Avvo etc.• (HotFrog, YellowBot, Kudzu)• Note: You claim it. You own it.
Providing A Baseline Presence
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Enhancing Your StandingIncrease your Relevance & Prominence
It’s About Place Prominence
A Model For RankingThe Past
(2006-2010)
7-Pack Map Results
7-Pack Map Results
Google’s ProblemHow to you rank a phone book?
How do you Rank a Place
A Model of Ranking Factors
• Proximity• Business Name• Business Category• Content
•Score of Highest Citation •LP Score of Website
# Of Links on Business Name•
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Total # of WebPages (Citations)Geo References
Reviews Total# of review sites
Mentions in Info Docs
• Proximity• Business Name• Business Category• Content
•Score of Highest Citation •LP Score of Website
# Of Links on Business Name •
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Total # of WebPages (Citations)Geo References
Reviews Total# of review sites
Mentions in Info Docs
Location Prominence Score
Algo = Place Authority
Still Valuable & Used
INCREASE YOUR RANK (Prominence):
• Reviews• Citations w/Links on Business Name Or Keyphrase
Maps Ranking Determines Your success in Blended
What is a Citation?
• Any online content that Google can associate with your Places Account.
• Includes Business Name Or Number1 or more of the following:
Phone NumberAddress
Link
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Citation Examples
#3 No Links
Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-204-1297
Barbara Oliver and Co Jewelry5820 Main Street Suite 311Williamsville, NY 14221(716) 204-1297
In a Directory:
In a newspaperarticle or blog post:
(In order of importance)
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Citation Examples
#2 Link on Business Name
Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 - Williamsville, NY 14221-5776 - (716) 204-1297
Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 - Williamsville, NY
Barbara Oliver and Co Jewelry (716) 204-1297
Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297
(In order of importance)
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Citation Examples
#1 Link on Keyphrase
Barbara Oliver and Co. Jewelry, call (716) 204-1297 for an appointment with Buffalo's best jeweler
Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311- Williamsville, NY 14221, your source for custom jewelry in Buffalo
(In order of importance)
How Do You Get Citations?
The New Currency of Business Relationships
• Boards you volunteer on• Donations to charity• Chamber of Commerce• Mine Existing Links• Find New Citations
Finding New Citation SourcesTools
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Citation SourcesTools
• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations
Score of Website # of links referring to business
Highest score of those links Popularity of User Maps
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Total # of WebPage (Citations)Geo References
& Reviews
Relevance & Ranking Factors
• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations
Score of Website •# of links referring to business •
Highest score of those links • Popularity of User Maps •
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Reviews: Where Social & Rank Meet
Total # of WebPage (Citations)
Geo References &
Reviews
Reviews Vs. Social
Alread
y Know-W
ould Not Ask
Anyone
Check W
ith O
nline F
riends
Read M
erchan
t Rev
iews O
nline-G
oogle, Y
elp, C
itySe
arch, e
tc.
Check W
ith Closes
t Frie
nds and Co-w
orkers
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Where Information is Sought Across All Areas of Interest in Different Age Groups
16-3435-5555+
Places Information Is Obtained
Sources: eMarketer
97%
Sources: Neilson 2009Harvard Business Review 2008
70%
Pew Internet Research 9/10
24%
How a business owner sees their reviews.
How Google sees a business’ reviews.
Where Does Google Get Reviews
Diversity of Review SitesIntegrated into Business Processes
Leverage
Plan For the Bad Review
Considerations inAsking for Reviews
EthicalEasy
Choice
Considerations inAsking for Reviews
CHOICE & DIVERSITY
• Citysearch• Yahoo Local
• Yelp• Google
• Sites where your customers are• Avvo
It’s About Place & Domain Prominence
The Recent Past(10/2010-1/2012)
Algo = Place Authority + Domain Authority
Ratio of Blended to Packs
Domain Prominence •Places Search •
• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Total # of WebPage (Citations)Geo References
& Reviews
Score of Website • # of links referring to business •
Highest score of those links •
Relevance & Ranking Factors
• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Total # of WebPage (Citations)Geo References
& Reviews
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Blended Results
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Blended Results
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Branded Search
Barbaraoliver.com/testimonials
It’s About Place, Domain & Page Prominence &
Personal Authority
The Present(Jan 26-2012)
Ratio of Blended to Packs
Score of Website • # of links referring to business •
Highest score of those links •Domain Prominence •More Blended resultsVenice •
• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Total # of WebPage (Citations)Geo References
& Reviews
Relevance & Ranking Factors
• Within Geo-Area• Business Name • Business Category• Content• Anchor Text in Citations
Legitimacy & Location Trust Local Business Center Primary & Secondary Data Providers KML Sitemap, Bulk Upload, Whois, Phone Verification
Total # of WebPage (Citations)Geo References
& Reviews
Personal Authority & Rich Snippet Integration
Venice
All BlendedAll the Time
But with a Difference
The Present
Venice Update
“Improvements to ranking for local search results. [launch codename “Venice”] This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal.
"Improved local results. We launched a new system to find results from a user’s city more reliably. Now we’re better able to detect when both queries and documents are local to the user."
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Citification of Organic
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Post Venice Blended Result
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Post Venice Blended Result
Best Results = Strong Organic +Strong
Local/Maps
If You Are Outside the City You Have to Be 1,2 or 3 Organically to be seen
Strong Organic + Weak Local/Maps = Hosed
Strong Maps/Local = Backfill Opportunity
Post Venice Blended Result Takeaways
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Author & Rich Snippets
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Author Now in Local Mobile Results
Author Rich Snippets
1- Create a link to your Google+ profile from your webpage, like this: <a href="https://plus.google.com/109412257237874861202? rel=author">Google</a>2- Add a reciprocal link back from your profile to the site(s) you just updated.Edit the Add custom link, and then enter the website URL.
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Rich Snippets Reviews
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PlusBox
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PlusBox
+ =
?The Future
Algo = Place Authority + Domain Authority + Author Rank
Lots of ChoicesPick the onesThat Make Sense
Mike Blumenthal, blumenthals.com/[email protected] | Twitter: @mblumenthal