google plus-and-local-search-webinar

Avvo, Inc. Confidential - ©2012

Everything Lawyers Need to Know about Google+ and Local Search

April 2013

Link: Webinar Replay

http://ignite.avvo.com/webinars/everything-lawyers-need-to-know-about-google-and-local-search


Started SEO back in 1999

Freelance web design firm from 2001-2007

In 2008, small business SEO and Wordpress

design

In the recent past, SEO consultant for:

Intro

Jake MartinSEO Nerd

Extraordinaire@jmwebdev

http://avvo.com/jmwebdev

http://avvo.com/jmwebdev


The Semantic Web is Evolving

Then…


The Semantic Web is Evolving

Now


• Modeling of web data has evolved significantly in last two decades

• Perceived influence was backlinks, transitioning to AuthorGraph

• Google+ Pages likely to start having similar model, “BrandGraph”

• “Authors” contribute to a brand, therefor establishing relevancy


• Google wants to be competitive with Facebook in web consumption

• Google has been building the “Knowledge Graph” and “AuthorRank”

• Google is still the “king of search”

Why Care About Google+?


AuthorGraph for Inbound Marketing


What IS a Google+ Local map listing?

• Google+ Local used to be Google Places for Business.


Why it matters?

• Connects Google search, Google Maps, Apps and Google+ to your

business.

• Can significantly increase online visibility and website traffic.

More online visibility

More online visitors

More online engageme

nt

More new and repeat customers


The process

• Key to understand that Google+ consolidates many Google services.

Gmail Account

Google Local

Business Listing

Google+ Personal Profile

Google+ Brand Page

(Local)

Merge Business Listing

and Brand Page


1. Gmail Account

• The Gmail account will be your login email address for all of your

Google Accounts.

• Signup URL: http://www.gmail.com

http://www.gmail.com/


2. A myriad of choices for local listingsI’m an existing Google Places for Business user?

• Sit tight and continue to use Google Places for Business to update

and edit your listing. The update currently affects new users only.

Please do not make new accounts/pages for listings that already

exist. Please know that the update will be gradually rolling out to

existing Google Places for Business users like you in the coming

weeks.Check back on this forum for announcements and updates.

• Source:

http://productforums.google.com/forum/m/#!category-topic/business/I0Royu8V9x8



2. A myriad of choices for local listingsI’m currently using Google+ to manage a local Google+ page?

• Continue to use Google+ to manage the page. We do not

recommend making any additional accounts or pages for pages that

already exist.

• Source:




2. A myriad of choices for local listingsI’m using the bulk tool to manage multiple locations for my

business?

• Please continue to use the bulk tool to manage the listings. Sit tight!

We’ve got some updates coming for bulk users that we hope you’ll

like.

• Source:




2. A myriad of choices for local listingsI’m new to Google Places for Business and have fewer than 10

locations?

• Just visit http://places.google.com and start setting up your listings!

Note that only some new signups in the US will see the new

dashboard. We are planning to open the new dashboard up to all new

signups very soon.

I’m new to Google Places for Business and have 10 or more

locations?

• Our bulk management tool hasn't changed. Feel free to start setting

up your listings at http://places.google.com/manage, which is our

tool for bulk uploading.

• Source:


http://places.google.com/

http://places.google.com/manage



2. A Big Bold Forewarning

As of today, this is less than a week old. Many changes are still being

“rolled out”, meaning there could be changes, limited access, etc.


2. Creating the Google+ Local Listing• Go to: https://places.google.com/pages/create and sign in.

http://places.google.com/pages/create


2. Creating the Google+ Local Listing


2. Verifying the Google+ Local Listing• The verification process for listings is still the same. Businesses still

need to get a PIN via mail, SMS or phone call and enter this into their

listings so they can take control of their listing.

• Better dispute resolution process for already claimed listings:


2. The New Dashboard


2. Where to go?


2. Considerations & Caveats

No more “boring” Google+ Local Pages/Listings:

• Your Google+ Local Listing can now be “enhanced” through your Google+ Personal

Profile.

• PROTIP: Build your AuthorGraph and spice up your G+ Local at the same time

I can’t update my G+ Page from my Google Local Listing?

Soon, you’ll be able to upgrade a listing to a local Google+ page, right from Google Places

for Business

Why can’t I see this updated dashboard?

• We are doing a gradual rollout that will start with a subset of new users in the U.S. Then,

we will gradually make this service available to a larger group of both existing and new

users in the weeks to come.


3. Google+ Personal Profile

• Go to https://plus.google.com/ and log in if necessary

• Click on the “Profile” icon on the left sidebar

• Click on the “Edit profile” button

• Add/edit as much personal details as possible

• Upload a 300 pixel by 300 pixel headshot photo

• When complete, click the “Done editing” button

https://plus.google.com/

https://plus.google.com/


3. Expanding Google+ Personal Profile


3. How to Get Your Photo Next to Google Search Results

Your Website:

• Solo Firm: Put the code in your <head>, using your G+ personal

URL:

<link rel="author" href="https://plus.google.com/XXXXXXXXXXX/post” />

• Multi-partner Firm: Link the author’s name to either their profile

on your site, or directly to the G+ personal URL above while adding

rel=“me” to the link

<a href=“https://plus.google.com/XXXXXXXXXXX/post” rel=“me”>Author

Name</a>

• Note: Lots of WordPress plugins and themes support multi-partner authorship

simply by filling in your WordPress profile with your G+ personal URL.


3. How to Get Your Photo Next to Google Search Results

3rd Party Sites: Depends on the site; if they have a Google

profile field, they likely support it. Avvo 100% supports it, so all

of your legal answers, guides, and profile would be building

your AuthorGraph…

How to Test:

Use this tool to test: Google Structured Data Testing Tool

http://www.google.com/webmasters/tools/richsnippets


4. Merge Business Listing and Brand Page• Confirm your business’ address is correct and press “Yes, let’s

continue”


4. Don’t Merge Your Google Local Listing With Your Google+ Local Page Yet• Google advises that if a business is considering merging their old

Google Local Listing with their Google+ Local page, they should wait.

This process is still riddled with issues, but there is light breaking on

the horizon.

• In due course, the new dashboard will incorporate an ‘Upgrade’

button which will make this process smoother. So, unless you have a

burning need to tackle this merge now, you should hold fire for the

time being.

Source: http://searchengineland.com/10-things-seos-smbs-should-know-about-new-google-places-dashboard-154686

http://searchengineland.com/10-things-seos-smbs-should-know-about-new-google-places-dashboard-154686


4. Merge Business Listing and Brand PageWhen this feature is available to you, you must also have

satisfied the following criteria:

• You must have verified your business in your Places account

• Your Places for Business email address should also have a Google+ profile.

• Your page must be in a category that is eligible for Google+.

• You should be managing no other pages in your Google+ account. If you have

other pages which you wish to continue managing, you should hang tight until

the Google+ upgrade is available to you.

If these apply to you, you will see a Google+ widget in your dashboard

explaining that the upgrade is coming soon. If you have the widget,

keep an eye on over the next few weeks for your upgrade opportunity.

http://support.google.com/plus/bin/answer.py?answer=1355890&topic=1257354&ctx=topic


5. Bringing it Back to Inbound MarketingContent Bubbling – Google+ already does this


5. Bringing it Back to Inbound Marketing• Fast track to SEO results

7-pack is prioritized


5. Bringing it Back to Inbound Marketing• AuthorGraph wins.

Rated Professionals. Expert Advice.

www.Avvo.com

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