the future: local search optimization & google places
TRANSCRIPT
Michael MireCo-founder & CEO@MichaelMire1
The Future: Local Search Optimization & Google Places
Big Data
• Indexed: 100M pages in April 2012
• Total Listings: 700K listings
• Keywords: 60k
• Categories: 90K
• Citation pages indexed: 6.5M
• Recommendations 3.0M
Mobile- Local Search• 51% local searches on the go• 67% of local searchers, think that having the correct NAP + hrs
of ops is critical• 77% of local searchers have submitted a review in the last 30
days• 61% of searchers believe local results are most relevant and
trustworthy• VS 27% for natural search results
• 64% use Google Maps App to perform local searches• Mobile local searches on Google grow to 40% in 2012• PC local searches on Google = 20%
Source: 5th annual Local Search Usage Study, prepared by comScore, Inc. for Localeze and 15 miles & Google Canada..
Local Search Convergence
All rights reserved SweetIQ 2012 © - Private & Confidential not for public distribution
Canadian Local Ecosystem
Confirmed
Not-confirmed
Google Place Rank Algo
• Prominence• Citations and listings• Reviews
• Relevance • Keyword/ Category usage
• Distance
Venice Update
• Improved Local results- Integrating local
into SERP• Blended Vs. Pack• Locator pages- custom content
• KML site maps• Schema data• Local link building• Citations
Future of Places & G+
• Scared of Facebook!• Added layer of personalization • More accurate targeting • Added authority and relevancy• Stickiness factor for users- they hope!
• Monetization
National Chain- Case 1
Locations: n=76
Listings (G/B/Y): n=228
Total Keywords: n=468
5 keywords per location:Brand+ city name KW1 + city name KW2+ city name Long tail KW1+ city name Long tail KW2+ city name
I’ve Got Issues!
Presence Audit:• Inconsistent NAP: 63%• Locations w/out G or+ B or+ Y listing: 57%• Listings w/≤ 2 categories: 90%• Citations- Locations under benchmark (57): 53%• Keywords ranked on page 1 (G/B/Y): 10.1%
Recommendations:• Claim & optimize listings• Optimize listings & website for keywords + categories
More Issues!
Visibility Audit:• Average star rating: 1.6 (71% ≤ 3.5 stars)• Average # reviews per location: 2.15 • 50% locations: No reviews/ ratings• Average citations per location: 57• 53% locations: ≤57 citations
Recommendations:• Campaign to solicit reviews• Review and ratings management- interact with reviewers• Citation building campaign
Local Lawyer- Case 2
Oct-01 2011-Oct-08 2011
Oct-9 2011-Oct-15 2011
Oct-16 2011-Oct-22 2011
Oct-23 2011-Oct-29 2011
Oct-30 2011-Nov-5 2011
Nov-6 2011-
Nov-12 2011
Nov-13 2011-
Nov-19 2011
Nov-20 2011-
Nov-26 2012
Oct-30 2011-Nov-5 2011
Nov-6 2011-
Nov-12 2011
Nov-13 2011-
Nov-19 2011
Nov-20 2011-
Nov-26 2012
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Impressions/Visits/Actions
Google Places ImpressionsGoogle Places ActionsWebsite Visits
Google Places Impressions= 2505 Google Places Actions= 68Website Visits = 171
Results
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8.3 9.5
26.8
35.5
56.8
89.0
66.3
56.5
8.33.5
24.531.5 28.5
24.0
8.8
17.5
2.6 2.06.6 7.8 6.6 5.6
1.4 1.4
Keyword Ranking
JanuaryFebruaryMarch
More Results
Jan-01 2012-Ja
n 07-2012
Jan-08 2012-Ja
n 14-2012
Jan-15 2012-Ja
n 21-2012
Jan-22 2012-Ja
n 28-2012
Jan-29 2012 - F
eb-04, 2
012
Feb-05 2012 - F
eb-11, 2
012
Feb-12 2012 - F
eb-18 2012
Feb-19 2012 - F
eb-25 2012
Feb-26 2012 - M
ars-03, 2
012
Mars-04 2012- M
ars-10, 2
012
Mars-11 2012- M
ars-17, 2
012
Mars-18 2012- M
ars-24, 2
012
March-25 2012 -M
arch 31 , 2
0120
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Impressions/Visits/Actions
Website Visits
Google Places Impressions
Google Places Actions
Google Places Impressions= 13,534Google Places Actions= 140Website Visits = 410
Strategy
Competitive Audit
Set Strategy
Optimization
Reporting
Local Search Optimization
Listing Management
Citation Building
Tips To Get Results
1. Claim your listings
2. Find the optimal local keywords
3. Select appropriate categories
4. Monitor local packs and competitors listings for insights
5. Listing management: data accuracy and consistency
6. Citations:• Competitive analysis• Citation building • Monitoring your citation accuracy
7. Manage Reviews & reputation• Encourage clients to leave reviews
Finding Keywords
Find the right local keywords from your website or your keyword list
Determine if they are relevant for local- display a local pack
Analyze the competition to determine the effectiveness of competing for the keywords
Picking CategoriesAnalyze the category to kw relationship
Pick the Categories that best suite your needs
Don’t forget to plugin your new categories into your listings and website on-page seo
Unifying Local & web SEO
Add Categories to On-page SEO Selected Categories
Add Categories
Category Consistency
On-page SEO
Off-page SEO
Listing Management
Analyze your existing listings,, and the data accuracy and consistency
Analyze your listing categories, and optimize as required
Deal with any duplicates immediately
CitationsAnalyze your citations, data accuracy and consistency
Analyze the competition’s citations for insights
Build, build, build…
Monitor your progress
Tools
• Get Me Listed> SweetIQ• White Spark• Bright Local• Places Scout• Yext• GetListed.org• SEO MOZ• Majestic SEO
Questions?@GetMeListed