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Avvo Webinar: Everything Lawyers Need to Know About Google+

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  • 1. Everything Lawyers Need to Know about Google+ and Local Search Greg Sterling August 7, 2012 1
  • 2. About.me• Former lawyer, editor, startups, analyst, blogger• Search, social media, mobile, local, multi-channel shopping, SMB advertising/marketing• “The Impact of the Internet on Offline Buying”• Twitter: @gsterling
  • 3. Once the World Was Simple and Whole
  • 4. Wait, What‟s He Holding?
  • 5. Local: Print Was It Print YP was the source of most ad-generated local business leadsAbout 10 years ago print“references” began declining. In2008 the Internet officially becamethe top source of local businessinformation (per comScore) Source: YPA, publishers (2011)Now mobile growing very fast
  • 6. Now a Fragmented MarketPrint is still used (at least occasionally) bymore than 70% of US adult surveyrespondents. But frequency and whether a 500K+ appsprimary or secondary resource varies by Thousandsdemographic segments. localSource: Market Authority Q4 2011
  • 7. Lots of Local Directory LookupsSource: comScore June, 2011
  • 8. But Search Dwarfs IYP VolumesUS Search Market Share June 2012 11.4 billion PC queries; 66.8% 20%* are local = 2.28 billion local queries 15.6% (monthly) Google where most local 13% queries are concentrated on the PCSource: comScore July 2012 *20% figure is Google’s own cautious estimate of % of local queries on PC; in mobile it’s 40% per Google
  • 9. GoogZilla Casts a Long Shadow over Local Business US SMBs
  • 10. Quick Review: SEO-Presence To-Dos• Website + mobile site (MoFuse, DudaMobile). Make sure physical address on sites (link to other profiles)• Simple tools to audit local visibility: GetListed, Yext (others)• Get information into “mother databases” (Localeze, Infogroup, Acxiom). They populate all the many directory sites. - Claim/enhance Google Places/Google+ Page - Claim/enhance Yelp profile - Two most important US IYP sites: YP.com, Supermedia• Twitter/Facebook (depends; that’s another webinar)• Information should be consistent across databases/sites
  • 11. What about Advertising?Yes is the short answer . . . but more on that later
  • 12. Top Categories: Ads + CTRsSource: YP (AT&T) Q2 2012
  • 13. Google „Local‟ Era (2004 – 2006)In 2004 Google debuts “Google Local.” Later that year Company acquiresKeyhole, which becomes Google Earth and Where 2 Technologies, which becomesGoogle Maps. Google Local is later “renamed” Google Maps.In 2006 company starts showing more local listings in search results:
  • 14. The Google Places Era (2008 – 2012)In 9/09 Google introduced “Place Pages,” a full-page version of the Map “Info Window”
  • 15. The Google Places Era (2008 – 2012)Google Place Pages were an attempt toorganize information about every location inthe “real world.”Google: “If youre a business owner, you canadd or update your business details throughthe Local Business Center” (LBC).In April 2010, LBC becomes “Google Places”URLs:https://www.google.com/local/add/businessCenter?www.google.com/placesforbusiness/
  • 16. The Google Places Era (2008 – 2012) In May 2012 Google automatically turned all Place Pages into Google+ Local Pages (not to be confused with Google+ Pages for Business)
  • 17. Why Should We Care about G+?• Google+ Local page will show up in search results (thin or complete?)• Google+ Local pages may help with organic rankings (re social/personalized search)• You probably have a Google+ Local page already Social• Not just about “defense,” positive marketing opportunity for firms that actively embrace it• Good for mobile
  • 18. Places vs. G+ Local Pages• Google Places were static business profile pages (“set it and forget it”) - Though millions claimed they were “lifeless” - Google+ tries to match and improve upon FB capabilities• Google Places not in SERPs, Google+ Pages are• Star reviews on Places replaced by Zagat 30-pt ratings on G+• Google+ Local pages more social (offer video “Hangouts”)• Google+ and Google+ Local pages being merged and unified currently. It’s a process Page admin must affirmatively do
  • 19. Google+ „Decision Tree‟ Did we previously create a Did we have a claimed Google+ page? Google Places page? Yes? No? Yes? No?What kind? G+ Don’t create Claim/create Inspect/updBusiness page a Google+ /verify ate/verifyor other? page now Google+ Local Google+ Local page pageIf a Business Other types of G+ Any/all activity on Google+page, verify pages can’t be requires Google+ membership asand “merge” merged into a pre-requisiteinto G+ Local Google+ Localpage. pages right now
  • 20. „Converted‟ Place Page: Unclaimed
  • 21. Add or Edit Listing
  • 22. Service Area
  • 23. Hours, Payments, Images, Video
  • 24. Verification by Phone or Postcard
  • 25. Thin, Unclaimed Page
  • 26. Good Page = Lots of Content
  • 27. Reviews, Followers
  • 28. Reviews Preferred Information Source Which is the preferred source for product/service information? Consumer ratings 63% Consumer reviews 62% Company website 50% Call Center 47% Email 45% Top two reasons consumers Video clip 34% write reviews and share Live chat 30% experiences online: Companys Facebook Page 15% 1. Give recognition “for a job Mobile app 9% well done” Online ad 8% 2. Protect others Companys Twitter account 7%Source: Nielsen and NM Incite (2011)
  • 29. Regular Posts/Updates
  • 30. Images
  • 31. Video
  • 32. Fullscreen Video Playback
  • 33. Google+ Local Optimized for Mobile
  • 34. Google+ Local Optimized for Mobile
  • 35. Mobile Growth in Paid Search Clicks“Between 15% and 25% of paidsearch traffic is now coming frommobile devices . . .In local-heavy categories, such asdining, auto services andentertainment this jumps to 50%or more.”-- DataPop CEO Jason Lehmbeck
  • 36. Top Search Categories: Online + Mobile Source: YP (AT&T) Q2 2012
  • 37. “Divorce Lawyers”
  • 38. Not Much Happening
  • 39. Even the Big Guys: Nothing
  • 40. Marginally Better
  • 41. Advertising: Rational, Options• Ad placements easier to control than organic rankings (short term vs. long term)• Search: organic + paid reinforce each other• In mobile, search ads take up most of the screen (organic gets limited visibility vs PC)• In noisy market visibility more important than ever (ads can help)• Ads can drive social media followers• Brand or direct response (search, display, social )• Now can buy calls (via print, PC and mobile) rather than impressions and/or clicks• Caveat: money can be easily wasted online if digital campaigns not well designed
  • 42. Helpful URLs• Google+ Pages overview: http://support.google.com/plus/bin/answer.py?hl=en&answe r=1710600• FAQ re Google+ Local pages: http://productforums.google.com/forum/#!msg/business/oRv AQC_IakA/vsfNhuMzURYJ• Google video answering questions re Google Places transition: http://www.youtube.com/watch?v=bO5wd2fl2Vs&feature=y outu.be• Another data source Google draws from: http://www.google.com/mapmaker (make sure your listing is correct in here too)
  • 43. Questions?greg.sterling@gmail.com @gsterling

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