What Google Plus Means To The Local Search Landscape
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

What Google Plus Means To The Local Search Landscape

  • 1,391 views
Uploaded on

Smx West 2014 Session #Smx #32D - Making Sense Of The Local Landscape presentation What Google Plus Means To The Local Search Landscape By Adam Dorfman @Phixed Of Sim Partners

Smx West 2014 Session #Smx #32D - Making Sense Of The Local Landscape presentation What Google Plus Means To The Local Search Landscape By Adam Dorfman @Phixed Of Sim Partners

More in: Marketing
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,391
On Slideshare
1,391
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
41
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. @phixed Adam Dorfman, SIM Partners Making Sense of the Local Landscape: Google+
  • 2. @phixed Meet your presenter Adam Dorfman SVP – Product & Technology A SaaS local marketing platform that empowers enterprise brands to maximize Social, Local Search, and Mobile at the Location level through automation and scalability.
  • 3. @phixed First Thing to Note About Google Source: http://pandawhale.com/post/28965/you-know-what-sucks-everything-michael-cera-gif
  • 4. @phixed The Path to Google+ Local Google+ rolls out • Social network for people Google+ Business pages roll out • Social pages for brands 2011 Jun 28 Nov 7 2012 May 30 Aug 3 Google+ Local rolls out/Places sunsets Ability to merge G+ Business and G+ Local pages is introduced • Could manage location info in two interfaces 2013 Roll out of new dashboard for G+ Local begins • New accounts received new dashboard automatically • Existing listings could request to change Google begins auto-merging social features into some new dashboard listings Apr 2 Aug 20
  • 5. @phixed Source: http://www.reactiongifs.com/hell-wrong-people/
  • 6. @phixed Google+ Local Listing (the artist formerly known as Places)
  • 7. @phixed Google+ Business Page Verified!
  • 8. @phixed Old Version Google+ Local New Version Google+ Local Updates to Interface – Listing Edit Page
  • 9. @phixed Old Version Google+ Local New Version Google+ Local Updates to Interface – Listing Edit Page Unlimited characters + formatting! Up to 10 categories, no customization 200 character limit, no formatting Up to 5 categories, custom OK
  • 10. @phixed Old Version Google+ Local New Version Google+ Local Updates to Interface – Listing Edit Page Unlimited characters + formatting! Up to 10 categories, no customization 200 character limit, no formatting Up to 5 categories, custom OK STILL CALLED “PLACES” WTF
  • 11. @phixed Source: http://www.reactiongifs.com/hell-wrong-people/
  • 12. @phixed Listing Analytics Old Version Google+ Local New Version Google+ Local
  • 13. @phixed Listing Analytics Old Version Google+ Local New Version Google+ LocalMap Clicks and Clicks to Website Combined to “Actions”
  • 14. @phixed Case Study Time! Source: http://sesamestreet.tumblr.com/post/61029847545/tonight-7-pm-edt-were-kicking-off-our-new
  • 15. @phixed What Worked for 315 U.S. Businesses? Challenge: • How to boost ranking through local listings optimization? Method of Analysis: • Examined 4,000 keyword/city combinations used as local search terms, which represented local SEO campaigns of 315 businesses Source: http://simpartners.com/case-studies/LocalOptimizationAggregateStudy.pdf
  • 16. @phixed Aggregate Case Study: Prior to Optimization 4,000 Keyword/City combinations, representing 315 businesses Only 26% (1,040) combinations ranked in top 7 positions Only 8% (320) combinations ranked in top 2 positions Source: http://simpartners.com/case-studies/LocalOptimizationAggregateStudy.pdf
  • 17. @phixed Aggregate Case Study: Post-Optimization Results: Top 2 increased 399% (from 320 to 1,600) Top 7 increased 179% (from 1,040 to 2,900) 3rd-5th increased 97% Source: http://simpartners.com/case-studies/LocalOptimizationAggregateStudy.pdf
  • 18. @phixed How Did That Happen? Source: http://www.reactiongifs.com/hell-wrong-people/
  • 19. @phixed Consistency, Consistency, Consistency Basic Data  Far and away the most important aspect of a Google+ Local page for an SMB  All business info needs to be accurate across all platforms and social networks
  • 20. @phixed Tried and True Tactics http://67.227.255.239/forum/showthread.php?p=87028075#post87028075
  • 21. @phixed Tried and True Tactics Create Custom Business Descriptions Using Primary Keywords Identify & Remove Duplicates on Google & Other Sites Photos Improve Click Through Rates Continue Monitoring and Modifying Listings Depending on Performance http://67.227.255.239/forum/showthread.php?p=87028075#post87028075
  • 22. @phixed Market Your Business Not Your G+ Profile  Optimize it to suit your goals  Stand out in results  Great photos  Complete biz info  Great website to link to Source: http://socialspew.com/post/7455697338/
  • 23. @phixed Market Your Business Not Your G+ Profile  Optimize it to suit your goals  Stand out in results  Great photos  Complete biz info  Great website to link to  Don’t spend unnecessary time on social if:  Your customers aren’t on G+  You don’t have highly engaging, relevant content Source: http://socialspew.com/post/7455697338/
  • 24. @phixed Market Your Business Not Your G+ Profile  Optimize it to suit your goals  Stand out in results  Great photos  Complete biz info  Great website to link to  Don’t spend unnecessary time on social if:  Your customers aren’t on G+  You don’t have highly engaging, relevant content  Grow your reviews  Ask for them  GetFiveStars.com Source: http://socialspew.com/post/7455697338/
  • 25. @phixed  Use a banner, pictures and videos to customize your page  A more personal experience is generally a better experience  By customizing and decking out your G+ Local Page you can differentiate yourself from competitors Get Personal Source: http://bit.ly/1ijmUOK
  • 26. @phixed Tactics for Google+: Merge Plus Business with Plus Local
  • 27. @phixed Tactics for Google+: Merge Plus Business with Plus Local Review Other Businesses Build out circles Rich text Add videos Post status updates
  • 28. @phixed But How?  http://www.autorevo.com/blog/merge-google-plus-local-with-plus- business/  http://www.davidmihm.com/blog/google/plus-page-verification/  https://todaymade.com/blog/merge-google-local-page/  http://plumberseo.net/get-on-the-google-map/how-to-merge-your- google-places-google-local-listing  http://www.seroundtable.com/google-page-local-verification- 15526.html
  • 29. @phixed But How?  http://www.autorevo.com/blog/merge-google-plus-local-with-plus- business/  http://www.davidmihm.com/blog/google/plus-page-verification/  https://todaymade.com/blog/merge-google-local-page/  http://plumberseo.net/get-on-the-google-map/how-to-merge-your- google-places-google-local-listing  http://www.seroundtable.com/google-page-local-verification- 15526.html
  • 30. @phixed Sit Tight  https://productforums.google.com/forum/#!category-topic/business/I0Royu8V9x8  http://localu.org/blog/merge-google-pages-usually-cant-now/
  • 31. @phixed Tactics for Google+: Categories & Description Description • Direct ranking impact minimal • User experience impact large • Format your text • Take advantage of hyperlinks Categories • Remains one of the more important factors in the algorithm • Use category selection tool • Go granular • 1,000 new international categories added
  • 32. @phixed Google Updates Quality Guidelines for Businesses Starbuck’s Downtown McDonald’s Midtown Joe’s Pizza Delivery Sheraton Chicago Joe’s Pizza Best Delivery Marketing Slogans URLs Phone Numbers Source: Google
  • 33. @phixed Source: http://quickmeme.com
  • 34. @phixed Maintain Listings According to How They Perform • Doing nothing can be a tactic! • So can republishing with zero changes • Don’t overthink things! Source: http://quickmeme.com
  • 35. @phixed What’s Next? Source: http://quickmeme.com
  • 36. @phixed Signs of Transition for Bulk Accounts? Uploaded photos not appearing bug Recent email from Google Listings pending for 2+ months bug Error with your categories bug “Action Required: You have 3 weeks to save your Google Places Listing.”
  • 37. @phixed Client Desire to Upgrade vs. Google Response “We are tired of waiting for the merge. Is it ok to start manually processing these?” Clients
  • 38. @phixed Client Desire to Upgrade vs. Google Response Source: http://blog.parrotearth.com/wp- content/uploads/2012/04/tumblr_lxt5tjB9Tf1qd8nujo1_500.gifS “Unfortunately, I don't have the exact timeline of when the bulk verified users will support Google Plus pages…. In regards to merging the pages now, I would strongly recommend waiting for the full upgrade.” -Google Contact
  • 39. @phixed Source: http://www.reactiongifs.com/hell-wrong-people/
  • 40. @phixed Other Topics and Tactics to Consider Authorship! Publisher! Reviews! Offers! Social! International! Source: A SIM Partners employee with too much time on their hands AdWords Express! Knowledge Graph! SERPS!
  • 41. @phixed THANK YOU! Adam Dorfman adorfman@simpartners.com www.simpartners.com @phixed