Code Venice:Google’s bigLocal Searchupdate in 2012Presentation SMX München 2012March 28, 2012 - 14:35 hHanns Kronenberg   ...
Personal informationHanns Kronenberg   Study of Business Economics with an emphasis on Marketing & Statistics   at the Wes...
Search quality highlights: 40 changes for FebruaryImprovements to ranking for localsearch results. [launch codename“Venice...
With the Venice-update, Googlechanged therules for how theplaces-resultsare displayed inthe web-search                    4
Get ready to relearn al lot ofthings you know about the localUniversal-Search   integration                     5
Organic results  Code Venice         =   much morehybrid local results (Blended Place     Search)                    Googl...
What exactly are hybrid local   results?                   7
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 „Places
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 this
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 results
                    both
 use
 the
 website‘s
 Title
 Tag
                                                         as
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 for
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 Places-entry                                                                                 hybrid
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Code Venice: 
Google’s big Local Search update in 2012 - Google Places

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Presentation SMX München 2012. With the Venice-update, Google changed the rules for how the places-results are displayed in the web-search. Get ready to relearn al lot of things you know about the local Universal-Search integration.

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  • Code Venice: 
Google’s big Local Search update in 2012 - Google Places

    1. 1. Code Venice:Google’s bigLocal Searchupdate in 2012Presentation SMX München 2012March 28, 2012 - 14:35 hHanns Kronenberg 1
    2. 2. Personal informationHanns Kronenberg Study of Business Economics with an emphasis on Marketing & Statistics at the Westfälische Wilhelms-Universität Münster, Germany 1996 – 2000 Productmanagement and Business Development for TV- platforms (RTL-Group, Deutsche Telekom) 2000 – 2007 Productmanagement, Business Development and SEO for Internet-platforms (Tomorrow Focus, muenchen.de, meinestadt.de) 2007 – 2011 independent SEO-consultant Since 2011 Head of Product Management SISTRIX 2
    3. 3. Search quality highlights: 40 changes for FebruaryImprovements to ranking for localsearch results. [launch codename“Venice”] This improvement improvesthe triggering of Local Universalresults by relying more on the rankingof our main search results as a signal. Source: http://insidesearch.blogspot.de/2012/02/search-quality-highlights-40-changes.html 3
    4. 4. With the Venice-update, Googlechanged therules for how theplaces-resultsare displayed inthe web-search 4
    5. 5. Get ready to relearn al lot ofthings you know about the localUniversal-Search integration 5
    6. 6. Organic results Code Venice = much morehybrid local results (Blended Place Search) Google Places results 6
    7. 7. What exactly are hybrid local results? 7
    8. 8. the
    9. 9.  box
    10. 10.  is
    11. 11.  missing
    12. 12.  the
    13. 13.   heading
    14. 14.  „Places
    15. 15.  for...“ in
    16. 16.  this
    17. 17.  case,
    18. 18.  the
    19. 19.  first
    20. 20.  two
    21. 21.  results
    22. 22.   both
    23. 23.  use
    24. 24.  the
    25. 25.  website‘s
    26. 26.  Title
    27. 27.  Tag
    28. 28.   as
    29. 29.  heading
    30. 30.  instead
    31. 31.  of
    32. 32.  the name
    33. 33.  for
    34. 34.  their
    35. 35.  Places-entry hybrid
    36. 36.  local
    37. 37.  results (here„7-Pack“) less
    38. 38.  than
    39. 39.  1*in
    40. 40.  schon
    41. 41.  SA
    42. 42.  gwurden
    43. 43.  aesuts
    44. 44.   0
    45. 45.  dorganic
    46. 46.  r uch
    47. 47.   en
    48. 48.  U 10
    49. 49.   esichtet outside
    50. 50.  the
    51. 51.  hybrid
    52. 52.  boxExample hybrid local results for „pizza münchen“ 8
    53. 53. (1) OneBox
    54. 54.  (here
    55. 55.  as
    56. 56.  3-Pack) (2)heading
    57. 57.  has
    58. 58.  identical
    59. 59.  name
    60. 60.  as
    61. 61.   Places-entry (3)box
    62. 62.  titled
    63. 63.  „Places
    64. 64.  for...“Example Places-OneBox „call a pizza münchen“ 9
    65. 65. Why is the difference between hybridlocal results and Places- OneBoxes so important? 10
    66. 66. Google uses a different Ranking-algorithm when they sort the hybrid local results 11
    67. 67. Before we lookat the differences in the Ranking- algorithm, let`s crunch some data 12
    68. 68. Evaluation Special evaluation of SISTRIX Toolbox Data SERPs for 1 million keywords on google.de (1. SERP) Comparing the data from two survey periods A) 01. CW 2012 (January) Venice B) 12. CW 2012 (March) 13
    69. 69. Amount of Google-SERPs with Google Places-results (Places-OneBoxes and hybrid local results)8 % 1. SERP with hybrid local results 1. SERP with Places-OneBoxes6 % together 5,2 % together 4,7 %4 % 1.7 % Venice 3.7 %2 % 3.5 % 1.0 %0 % 1. CW 2012 12. CW 2012 Source: SISTRIX Toolbox Data, 1. SERP for 1 million Keywords evaluated at google.de, 1. CW 2012 and 12. CW 2012 The amount of SERPs with hybrid local results has grown from 1 % to 3,5 % 14
    70. 70. Amount of Google Local Universal IntegrationsAll Local Universal Integrations amount amount = hybrid local results hybrid local results 21% 67% 100% 01. CW 12. CW Venice 2012 2012 amount amount Places-OneBoxes Places-OneBoxes 79% 33% Source: SISTRIX Toolbox Data, 46245 (1. CW) and. 52498 (12. CW) 1. SERPs with Local Universal results on google.de, 1. CW 2012 and 12. CW 2012 After Venice, two-thirds of the Google Local Universal Integrations will be hybrid local results 15
    71. 71. Distribution of amount of Places within the hybrid local results 12. CW 201270 %56 %42 %28 %14 % 12.00 % 10.00 % 3.00 % 2.00 % 70.00 %0 % 3 Places 4 Places 5 Places 6 Places 7 Places Source: SISTRIX Toolbox Data, 35093 1. SERPs with hybrid local results on google.de, 12. CW 2012 Most of the integrations we see for hybrid local results are „7-Packs“ 16
    72. 72. Distribution of amount of Places within the Places-OneBoxes 12. CW 201280 %64 %48 %32 %16 % 27.00 % 73.00 % 0 % 0 % 0 % 0 %0 % 2 Places 3 Places 4 Places 5 Places 6 Places 7 Places Source: SISTRIX Toolbox Data, 17405 1. SERPs with Places-OneBoxes on google.de, 12. CW 2012 It seems that you will only find Places- OneBoxes as either „2-Packs“ or „3-Packs“ 17
    73. 73. It seems that hybrid localresults are more likely to beshown for industry-specific searches (“coffee shopmunich” for example), whilePlaces-OneBoxes show upmore often for brand-queries (“starbucks munich” for example). 18
    74. 74. Type of result Ranking-algorithm1. Organic results Google algorithm: organic index2. Google Places-OneBox Google Places algorithm (Universal-Search-Integration) • First result(s) - Google algorithm: organic index3. hybrid local results (mix between organic and Google Places results) • Padding of „7-Pack“ with additional results - Google Places algorithm Comparing 3 different Local Search results 19
    75. 75. How can weunlock the hybridlocal resultrankings? 20
    76. 76. Google search-partners such as aol.com ort-online.de show the pure organic SERPs withoutGoogle`s Universal-Search integrations.We can use this informationto reconstruct how Google puts together their hybrid local results. 21
    77. 77. powered
    78. 78.   by Google “normal“ organicr result Example organic result„Pizza münchen“ aol.de 22
    79. 79. The first organic Top10 result that Google is able to match a Places-entry to will trigger thedisplay of hybrid local results 23
    80. 80. SERP google.de („Blended Place Search Results“) SERP aol.de („Unblended Google Search Results“) „sprachschule münchen“ Sponsored
    81. 81.  Link Places
    82. 82.  Page
    83. 83.  connected
    84. 84.  1 Places
    85. 85.  Page
    86. 86.  connected e
    87. 87.  result 2 hybrid
    88. 88.  result
    89. 89.   Places
    90. 90.  Page
    91. 91.  connected e hybrid
    92. 92.  result
    93. 93.  3 Places
    94. 94.  Page
    95. 95.  connected e hybrid e
    96. 96.  result
    97. 97.  4 no
    98. 98.  connected
    99. 99.  Places
    100. 100.  Page hybrid no
    101. 101.  connected
    102. 102.  Places
    103. 103.  Page no
    104. 104.  connected
    105. 105.  Places
    106. 106.  Page hybride
    107. 107.  result
    108. 108.  5 Places
    109. 109.  Page
    110. 110.  connected no
    111. 111.  connected
    112. 112.  Places
    113. 113.  Page no
    114. 114.  connected
    115. 115.  Places
    116. 116.  Page hybrid
    117. 117.  7-Pack
    118. 118.  completed
    119. 119.  with
    120. 120.  2
    121. 121.  Places-results
    122. 122.  without organic
    123. 123.  Top-10
    124. 124.  RankingComparison “Blended Place Search” and “Unblended Search” 24
    125. 125. Observed Ranking-rules for hybridlocal results 25
    126. 126. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP 25
    127. 127. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP the hybrid local results will start at the same position where (A) can be found in the “pure organic ranking” (see AOL-SERPs for example) 25
    128. 128. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP the hybrid local results will start at the same position where (A) can be found in the “pure organic ranking” (see AOL-SERPs for example) you will find additional organic results from the Top-10 for which Google is able to match connected Places-pages in the “hybrid local results“-box 25
    129. 129. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP the hybrid local results will start at the same position where (A) can be found in the “pure organic ranking” (see AOL-SERPs for example) you will find additional organic results from the Top-10 for which Google is able to match connected Places-pages in the “hybrid local results“-box the box (7-Pack hybrids) will be padded with the best Google Places / Google Maps results until all 7 slots are filled 25
    130. 130. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP the hybrid local results will start at the same position where (A) can be found in the “pure organic ranking” (see AOL-SERPs for example) you will find additional organic results from the Top-10 for which Google is able to match connected Places-pages in the “hybrid local results“-box the box (7-Pack hybrids) will be padded with the best Google Places / Google Maps results until all 7 slots are filled the number of “padded results” increases the typically number of 10 results on the 1. SERP by the same number (for example: “sprachschule münchen”: 10 organic results +2 padded results = 12 results) 25
    131. 131. Please notice: Exceptions there are certain exceptions like for example Location Specific Results getting into all of these exceptions is something that would go beyond the scope of this 15 minute presentation 26
    132. 132. Conclusion 1:To reach the top spotin the Local Universalresults, in most cases(hybrid local result),you need to have thebest organic ranking 27
    133. 133. Conclusion 2:Google will „penalize“ the 1.organic result that has aPlaces-profile attached to it,by adding up to 6competitors to the hybridlocal results box.This means that sometimesit is a good idea for the Nr.1 to disconnect the listingfrom its Places-page. 28
    134. 134. Conclusion 3:keep optimizing thePlaces-entry to bestprofit from all thepossible Places-integrations 29
    135. 135. Website(s): sistrix.com sistrix.de Twitter: @HannsKronenbergE-Mail: h.kronenberg@sistrix.com 30

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