searchlove san diego 2015 | david mihm, 'local search: shiny objects may be closer than they...
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Local Search in 2016 Shiny Objects May Be Closer Than They Appear!
DAVID MIHM!DIRECTOR OF LOCAL STRATEGY, MOZ!!!DISTILLED SEARCHLOVE!SAN DIEGO, CASEPTEMBER 10 2015!
http://www.davidmihm.com/local-search-ranking-factors-2008.shtml!
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The easiest, cheapest, quickest way to get the most new customers.!
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WE ARE IN THE MIDDLE OF TWO PARADIGM SHIFTS!
https://www.flickr.com/photos/pagedooley/18634815839/!
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WITHIN GOOGLE!
A) Getting visibility in high-value organic results is much harder.!!B) Organic “local search results” are becoming unrecognizable.!
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BEYOND GOOGLE!
Need to backfill the inevitable loss of Google organic local search traffic coming in the next few years.!
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IN A LOT OF WAYS, THESE TWO SHIFTS ARE CONNECTED.!
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PART I: THE SHIFT WITHIN GOOGLE!
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A) Visibility is getting harder.!
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Brand and Conversational Search!
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Users(and Brands)!
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http://www.rimmkaufman.com/blog/google-local-pack-map-changes-cause-steep-decline-organic-brand-ctr/28082015/!
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NOPE.!
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None of this changes the basic elements of a local search campaign.!!
They are table stakes.!
Are you findable on REcovery searches?
Are you conver5ng these customers?
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What are the stakes?!Discoverable, authoritative page per location!Accurate location data across the ecosystem!Handful of reviews per location!
Decent store locator!Consistent NAP on trusted sites!Baseline social proof!
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“Other stuff” increasingly matters:!Domain Authority (Brands)Location Authority (SMBs)!
Brand / Behavior!Brand searches!Clickthrough rates!In-store visits!
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Behavioral Signals!
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https://moz.com/blog/google-may-use-your-behavior-to-impact-search-rankings-whiteboard-friday!
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http://www.slideshare.net/darrenshaw1/darren-shaw-user-behavior-and-local-search-dallas-state-of-search-2014!
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“Other stuff” increasingly matters:!Domain Authority (Brands)Location Authority (SMBs)!
Brand / Behavior!Brand searches!Clickthrough rates!In-store visits!!Content!Unstructured citations (authority and volume)!Review text in long-tail categories (authority and volume)!
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Unstructured Citations!
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B) Organic local search results are becoming unrecognizable.!
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GOOGLE’S SHINY OBJECTS:!!!!!!!!!!!WHAT DO THEY ADD UP TO?!
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Unified login!Personalized results!Cross-device tracking!
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http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711!
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http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785!
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Image courtesy Mike Blumenthal, blumenthals.com!
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Google’s Local Search!
LASER!
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“ $ ?”! “ ?”!
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Image courtesy Mike Blumenthal, blumenthals.com!
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PART II: BEYOND GOOGLE!(Everyone else’s shiny objects)!
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http://searchengineland.com/bing-five-years-old-193114!
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“The age of [users] going to Google on your desktop and finding [their] way to Yelp – while it’s not over – we’ve sort of hit that peak.”--Yelp Q4 2014 Earnings Call!!
https://www.flickr.com/photos/jdlasica/!
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source: internetlivestats.com
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http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is!
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http://appleinsider.com/articles/15/06/16/apples-siri-spotlight-extend-google-like-search-inside-ios-9-apps-without-tracking-users!
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http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/!
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http://viewfromthewing.boardingarea.com/2015/09/01/hilton-launches-new-partnership-with-uber-gives-you-access-to-uber-data/!
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For most of us, unpaid local search trafficfrom Google WILL decline.!
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For most of us, unpaid local search trafficfrom Google WILL decline.!
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*!!
* WHICH, OH BY THE WAY, LEADSTO BETTER RANKINGS AT GOOGLE!
HOW DO YOU COMBAT THIS FRAGMENTATION?!
HOW DO YOU AVOID PAYING FOR
THESE SEARCH RESULTS?!
FOCUS ON TRAFFIC SOURCESFAR BEYOND GOOGLE.!
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PART III: THE PLAN!
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Authority!Barnacles:Review Profiles(Yelp)!
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Authority Barnacles: Activity (Facebook, e.g.)!
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Authority Barnacles: Features (3rd-Party Content)!
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Authority Barnacle Tactics!1) Customer Engagement (Reviews)!2) Customer Engagement (Activity)!3) Influencer Content-Producers (Features)!
Customer Engagement (Reviews)!First Barnacle: Yelp!
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http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf!
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“Who had a positive experience?”!
(h/t Professor Maps)!
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Who had a positive experience? (by hand)!
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Who had a positive experience? (via Facebook)!
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(Reviews on Other Platforms)!
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Enter FullContact!
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Enter FullContact!
http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf!
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http://marketingland.com/incentivized-check-ins-white-hat-trick-getting-reviews-yelp-120607!
Asking for Yelp Reviews:The White Hat Way!
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCAQFjAA&url=http%3A%2F%2Fwww.yelp.com%2Fbiz%2Fdavid-mihm-portland&ei=ORXQVOTIMYrToAThnoDIDg&usg=AFQjCNEUKZkFTT08D-TWLEveajX_n6sJvA&sig2=bF34FeJW33NHGGxmeOQbiQ!
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Asking for Yelp Reviews:The Blackish Hat Way!
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web &cd=1&cad=rja&uact=8&ved=0CB8QFjAAahUKEwjTkq2KserHAhVLmYgKHTy6BdM&url=http%3A%2F%2Fwww.yelp.com%2Fbiz%2Fdavid-mihm-portland&usg=AFQjCNEUKZkFTT08D-TWLEveajX_n6sJvA&sig2=gYi1brzfrv3CqYw7_LNKqA!
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Review-Focused CRM!Get Five Stars!
Customer Engagement (Activity)!Second Barnacle: Facebook / Instagram!
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- Kill a much-beloved lion in Zimbabwe!- Offer free check-up for recently-returned vets!
- Host a “Green Card” poker night with proceeds going to application / administrative fees! - Sponsor a local high school scholarship for Latino youth!
- Host a “spring cleaning” event donating no-longer-used items to a local homeless shelter!- Partner with California Closets to haul away and donate no-longer-used items!
Customer engagement as content!
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Amplify Your Engagement!
Run sponsored image ads on Instagram!!!Use your CRM:!!- Retarget your customer list via GDN!!!!- Encourage donations via Facebook and Twitter ads!
Influencer Content-Producers (Features)!Third Barnacle: Content!
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Captive Influencers:Facebook Connections!
h"ps://www.facebook.com/search/112548152092705/residents/present/me/friends/friends/109330299086483/job-‐liker-‐union/employees/intersect
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New Influencers:Facebook “Connections”!
h"ps://www.facebook.com/search/112548152092705/residents/present/6321831972/employees/present/109330299086483/job-‐liker-‐union/employees/intersect
http://www.intel-sw.com/blog/facebook-search/!
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Authority Barnacles:!The Impact on Search Results!
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Case Study!Mae PDX!
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Net – Net – Net!What Should You Focus On?!
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TABLE STAKES!Store Locator!Location Data!Reviews!
“WINNING HANDS”!Brand + Authority!Influencer Visibility!Customer Engagement!
Across ALL sources of customer demand, not just Google.!
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