What Google Plus Means To The Local Search Landscape

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

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  • 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