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July 10th 2013
‘The State of Local Search’
House keeping…
Webinar is being recorded
Post questions in question module
Slidedeck uploaded to slideshare.net
Follow...
About ‘InsideLocal’
BrightLocal & Local Search Forum
Bi-weekly webinar series
Hot issues, trends & opportunities
Great...
Speakers
Mike
Blumenthal
Blumenthals.com
Andrew
Shotland
Localseoguide.com
Phil
Rozek
Localvisibilitysystem.
com
Presenters
Myles
Anderson
BrightLocal.com
Linda
Buquet
Localsearchforum.com
‘The State of Local Search’
Agenda:
Google Places for Business Dashboard,
'Carousel' & algorithm updates
Google+ Busines...
Google Places
updates
Mike Blumenthal
Blumenthals.com/blog
mike@blumenthals.com
Twitter: @mblumenthal
It’s Not Your Mother’s Yellow Pages
Mike Blumenthal,
blumenthals.com/blog
mike@blumenthals.com
Twitter: @mblumenthal
iCrossing
Started in US – Single Language Countries
Phased Replacement of existing dashboard
Rolling out over the next few months
Old Dashboard MapMakerNew Dashboard Google Plus
Third Party
DataMain Index
Canonical Local
Listing Data
Listings display across
different array of
devices
Listings display across
different array of
platforms
Shows 9-20 Listings Depending on Screen
Very Little Room Above the Fold
Most Links Lead to Google Properties
Ranking i...
Use Great Photos
Consider an Ad on your Brand
Reviews Take on Increasing Importance
It’s Not Your Mother’s Yellow Pages
Mike Blumenthal,
blumenthals.com/blog
mike@blumenthals.com
Twitter: @mblumenthal
Google+
updates, insights & tips
Phil Rozek
LocalVisibilitySystem.com
What You Need to Know
About Those Pages That
Google can’t Just Pick a
Name for….
7 Sections:
1. Quick history
2. Getting the names straight
3. The one thing you must know
4. Should you “upgrade”?
5. Upgr...
Quick history
Before May 30, 2012:
Google’s business listings were simple.
All you had to know was your local listing
was ...
Quick history
On May 30, 2012:
Google rocked the boat:
1. Google Places became “Google+ Local”
2. Gave some businesses the...
Getting the names straight
4 types of pages to (try to!) remember:
1.“Google+ Local” page
2.“Google+ for Business” page
3....
Getting the names straight
1. “Google+ Local” page
= new name for a Google Places page
Getting the names straight
Getting the names straight
2. “Google+ for Business” page
= a page for any type of business (not
necessarily a “local” bus...
Getting the names straight
Getting the names straight
3. “Upgraded” Google+ Local page
= what you get when you combine
the first two. It’s fully “soc...
Getting the names straight
Getting the names straight
4. “Personal” Google+ page
= same idea as a personal Facebook page
Getting the names straight
Relationship between Google+ Local (#1)
and “Google+ for Business” (#2):
You can have one witho...
Getting the names straight
Relationship between “personal” Google+
(#4) and all the other 3 types of pages
None, necessari...
The one thing you must know
The ranking benefits of “upgraded”
pages are at most indirect.
The only real difference betwee...
The one thing you must know
We don’t know whether “upgraded” pages have
any direct rankings benefits. They probably
only h...
The one thing you must know
Social feature 1: Posts
Google digs content.
The one thing you must know
Social feature 2: Circles
You can add customers (and
businesses) to your circles, and they
can...
The one thing you must know
Social feature 3: +1s
Customers and others can “+1” your
business. This is like a Facebook “li...
The one thing you must know
Social feature 4: B2B reviews
The one thing you must know
The other main benefits:
The Google+ dashboard is much
nicer than the old Places dashboard.
Ph...
The one thing you must know
Because the main reason to upgrade is to
get the social features, your decision is:
Do you see...
Should you “upgrade”?
The only case in which it’s a no-brainer:
If you’re a one-location business, and if most or
all of y...
Should you “upgrade”?
Scenario 1: “Service-area” business
If you travel to customers rather than the other
way around, you...
Should you “upgrade”?
Scenario 2: Multiple locations
Only if you’re willing to upgrade just one location.
Google won’t let...
Should you “upgrade”?
Scenario 3: Data issues
If there’s inaccurate info on your Google
page, hold off on upgrading until ...
Should you “upgrade”?
Scenario 4: Not interested in engaging with
customers
As I mentioned, no point in upgrading if you
d...
Upgrading in different situations
Situation 1: You’ve got one
location and one Google Places
page…
Upgrading in different situations
Sign into Google account you created your Google
Places page in.
Go to plus.google.com. ...
Upgrading in different situations
Situation 2: You’ve got multiple locations,
and multiple Google Places pages…
Upgrading in different situations
Pick ONE location you’d like to upgrade.
Sign into Google account you created that Googl...
Upgrading in different situations
Situation 3: You’re hanging your shingle
on local Google for the 1st time…
Upgrading in different situations
Go to google.com/placesforbusiness and create a
Places page. Verify by postcard. Takes 1...
Common mistakes to avoid
Mistake 1: Not making absolutely
certain you’re creating your Google+
page in the same Google acc...
Common mistakes to avoid
Mistake 2: Not creating a Google+ page
of the “Local Business” variety
You won’t be able to merge.
Common mistakes to avoid
Mistake 3: Trying to upgrade if you’re a
service-area business.
You’ll be able to merge the two p...
What if there are problems?
If you do the stuff I mentioned, you’ll likely
be able to “upgrade” without incident.
But it’s...
What if there are problems?
Use the “Google Places Troubleshooter”
What if there are problems?
They’ll ask lots of diagnostic questions.
You’ll want to have the links to your Google
listing...
What if there are problems?
You might also be given the option of
getting on the phone (!) with a rep.
Don’t shy away from...
That’s it!
Phil Rozek
localvisibilitysystem.com
Questions?
Google+
updates, insights & tips
Optimization for
Apple Maps
Andrew Shotland
localSEOguide.com
How To Optimize Your Business for
Apple Maps
LSA 2013
Andrew Shotland
LOCAL SEO GUIDE
Enterprise SEO Consulting for Compan...
Think Apple Maps Suck?
LSA 2013
Andrew Shotland
LOCAL SEO GUIDE
1,000,000,000 iOS Devices by 2015
http://www.asymco.com/2012/09/17/projecting-ios-devices-through-itunes-account-growth/
Top 5 Client OS
9/12
1. Windows
2. iOS
3. Macintosh
4. Android
5. iOS6
Source: Google Analytics, Average for 50MM Visits, ...
Default Map for Every iOS Location
App
35% of iPhone Users Use It?
http://blumenthals.com/blog/2013/03/05/driving-directions-survey-a-fragmented-but-important-ma...
Apple Maps US Data
Core business listings
Reviews
Sushi for Lunch?
Reviews
Tips  Yelp Mobile
Pics
No Pics
Bad Pics
Business Lost?
Report a Problem
Report a Problem
Update Data
Move Pin
Check Your Data!
http://webapp.localeze.com/directory/search.aspx
http://www.mybusinesslistingmanager.com/
http://factual....
http://applemapsmarketing.com/2012/10/how-to-add-your-business-listing-to-apple-maps/
Questions?
Optimization for
Apple Maps
InsideLocal: upcoming webinars
July 31st – Optimizing the perfect local business
website
– Mike Ramsey + 1 more (tbc)
Au...
Unanswered questions…
Post these on Local Search Forum
Speakers & Presenters will try to answer as
many as possible
www....
www.localsearchforum.com/tbc….
www.brightlocal.com/insidelocal
That’s all folks!
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
Inside local - state of local search
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Inside local - state of local search

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  • Good newsFaster data updateOne Click upgrade to the social Plus pageModuluarPhone and email based supportBad news –Monetization of most new fuctionality
  • English onlyWill only call back US number during US working hours but can be used from anywhere within those constraints
  • US, Ireland UK.Germany, France, Italy, the Netherlands, Austria, Norway, Croatia, Finland, Singapore, Switzerland, and Liechtenstein. Edit, June 26: The new dashboard has begun rolling out to existing users in these countries.Czech Republic, Denmark, Belgium, Sweden, and Portugal for new claimsEasy countries firstEasy accounts first
  • CategoriesGood news/Bad NewsCan now have up to 10 categoriesBad newsOnly from predefined list of about 2400Tip: Google is picking up categories beyond their limited number from trusted YP sources. They are also using home page content of your website to help with related categories.
  • HoursGood News/Bad newsAs many sets per day as neededNo Bad news
  • Good news Very long Rich TextBad newsLinks and rich text not yet workingTip: do not make the description longer than about 150 words/ 8700 characters/ 2 paragraphs as it will push your reviews down the page
  • Prior to that each listing was literally a search result that was reconstituted every 6 weeks or so. Lead to lots of merges and if they dialed down the merges it would lead to lots of dupes. Last year in early spring implemented a fixed database structure. Good news Bad newsTip
  • Mike – Its Google Glass NOT Google GlassesThe
  • Mike Need you to replacegoogles with G+ Local
  • Location prominent rank minimized even in this display via increased personalizationhttps://www.google.com/#output=search&q=custom+jewelry+buffalo+ny&oq=jewewlry+design+buffalo+&tbm=plcs
  • We have found 350 terms that trigger the new carouselIn almost all areas of recreation, leisure activities (bowling, pool), hotels, events, weddings, galleries, fishing, psychicsStrong emphasis on imagery & Reviews
  • Good news First
  • US, Ireland UK.Germany, France, Italy, the Netherlands, Austria, Norway, Croatia, Finland, Singapore, Switzerland, and Liechtenstein. Edit, June 26: The new dashboard has begun rolling out to existing users in these countries.Czech Republic, Denmark, Belgium, Sweden, and Portugal for new claimsEasy countries firstEasy accounts first
  • US, Ireland UK.Germany, France, Italy, the Netherlands, Austria, Norway, Croatia, Finland, Singapore, Switzerland, and Liechtenstein. Edit, June 26: The new dashboard has begun rolling out to existing users in these countries.Czech Republic, Denmark, Belgium, Sweden, and Portugal for new claimsEasy countries firstEasy accounts first
  • MikeCross out + Local change to Google+ PageSee for style and graphicshttp://www.google.com/+/business/https://plus.google.com/pages/create
  • Transcript of "Inside local - state of local search"

    1. 1. July 10th 2013 ‘The State of Local Search’
    2. 2. House keeping… Webinar is being recorded Post questions in question module Slidedeck uploaded to slideshare.net Follow up email with all details Presentation then Q&A
    3. 3. About ‘InsideLocal’ BrightLocal & Local Search Forum Bi-weekly webinar series Hot issues, trends & opportunities Great content, excellent speakers Advanced, Informative & actionable More webinars & dates at the end
    4. 4. Speakers Mike Blumenthal Blumenthals.com Andrew Shotland Localseoguide.com Phil Rozek Localvisibilitysystem. com
    5. 5. Presenters Myles Anderson BrightLocal.com Linda Buquet Localsearchforum.com
    6. 6. ‘The State of Local Search’ Agenda: Google Places for Business Dashboard, 'Carousel' & algorithm updates Google+ Business updates, tips &insights Apple Maps Update & optimization tips
    7. 7. Google Places updates Mike Blumenthal Blumenthals.com/blog mike@blumenthals.com Twitter: @mblumenthal
    8. 8. It’s Not Your Mother’s Yellow Pages Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com Twitter: @mblumenthal
    9. 9. iCrossing
    10. 10. Started in US – Single Language Countries Phased Replacement of existing dashboard Rolling out over the next few months
    11. 11. Old Dashboard MapMakerNew Dashboard Google Plus Third Party DataMain Index Canonical Local Listing Data
    12. 12. Listings display across different array of devices
    13. 13. Listings display across different array of platforms
    14. 14. Shows 9-20 Listings Depending on Screen Very Little Room Above the Fold Most Links Lead to Google Properties Ranking is the same as before
    15. 15. Use Great Photos Consider an Ad on your Brand Reviews Take on Increasing Importance
    16. 16. It’s Not Your Mother’s Yellow Pages Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com Twitter: @mblumenthal
    17. 17. Google+ updates, insights & tips Phil Rozek LocalVisibilitySystem.com
    18. 18. What You Need to Know About Those Pages That Google can’t Just Pick a Name for….
    19. 19. 7 Sections: 1. Quick history 2. Getting the names straight 3. The one thing you must know 4. Should you “upgrade”? 5. Upgrading in different situations 6. Common mistakes to avoid 7. What if there are problems?
    20. 20. Quick history Before May 30, 2012: Google’s business listings were simple. All you had to know was your local listing was called a Google Places page.
    21. 21. Quick history On May 30, 2012: Google rocked the boat: 1. Google Places became “Google+ Local” 2. Gave some businesses the option of combining their Google+ Local page with a “Google+ for Business” page.
    22. 22. Getting the names straight 4 types of pages to (try to!) remember: 1.“Google+ Local” page 2.“Google+ for Business” page 3.“Upgraded” Google+ Local page 4.“Personal” Google+ page
    23. 23. Getting the names straight 1. “Google+ Local” page = new name for a Google Places page
    24. 24. Getting the names straight
    25. 25. Getting the names straight 2. “Google+ for Business” page = a page for any type of business (not necessarily a “local” business)
    26. 26. Getting the names straight
    27. 27. Getting the names straight 3. “Upgraded” Google+ Local page = what you get when you combine the first two. It’s fully “social”
    28. 28. Getting the names straight
    29. 29. Getting the names straight 4. “Personal” Google+ page = same idea as a personal Facebook page
    30. 30. Getting the names straight Relationship between Google+ Local (#1) and “Google+ for Business” (#2): You can have one without the other, or you can choose to “merge” them (if your business is eligible).
    31. 31. Getting the names straight Relationship between “personal” Google+ (#4) and all the other 3 types of pages None, necessarily. They only cross paths if you’ve implemented authorship markup.
    32. 32. The one thing you must know The ranking benefits of “upgraded” pages are at most indirect. The only real difference between a page that has been upgraded and one that hasn’t been upgraded: the “social” bells and whistles.
    33. 33. The one thing you must know We don’t know whether “upgraded” pages have any direct rankings benefits. They probably only help indirectly. The only real difference between a page that has been upgraded and one that hasn’t been upgraded: the “social” bells and whistles. Quick rundown of social features of G+:
    34. 34. The one thing you must know Social feature 1: Posts Google digs content.
    35. 35. The one thing you must know Social feature 2: Circles You can add customers (and businesses) to your circles, and they can add you back.
    36. 36. The one thing you must know Social feature 3: +1s Customers and others can “+1” your business. This is like a Facebook “like.”
    37. 37. The one thing you must know Social feature 4: B2B reviews
    38. 38. The one thing you must know The other main benefits: The Google+ dashboard is much nicer than the old Places dashboard. Photo & video uploads are instant.
    39. 39. The one thing you must know Because the main reason to upgrade is to get the social features, your decision is: Do you see yourself spending any time engaging with customers - and do you see them engaging back? If not, don’t bother upgrading.
    40. 40. Should you “upgrade”? The only case in which it’s a no-brainer: If you’re a one-location business, and if most or all of your customers come to your location, and if you’re willing to spend at least little time using the social features of Google+. Otherwise, you probably shouldn’t upgrade your page. More detail:
    41. 41. Should you “upgrade”? Scenario 1: “Service-area” business If you travel to customers rather than the other way around, you shouldn’t upgrade.
    42. 42. Should you “upgrade”? Scenario 2: Multiple locations Only if you’re willing to upgrade just one location. Google won’t let you do more than one location in the same account. (Technically, you could create separate accounts for each location, but they’re probably all in the same account.)
    43. 43. Should you “upgrade”? Scenario 3: Data issues If there’s inaccurate info on your Google page, hold off on upgrading until fixed.
    44. 44. Should you “upgrade”? Scenario 4: Not interested in engaging with customers As I mentioned, no point in upgrading if you don’t think you’ll use the social features. Simply having them won’t help.
    45. 45. Upgrading in different situations Situation 1: You’ve got one location and one Google Places page…
    46. 46. Upgrading in different situations Sign into Google account you created your Google Places page in. Go to plus.google.com. Create page for “Local Business.” Follow Google’s prompts for merging the two. Wait until Google sends you a postcard in the mail with a PIN on it. Only once you sign into Google+ and enter that PIN will you have an “upgraded” page.
    47. 47. Upgrading in different situations Situation 2: You’ve got multiple locations, and multiple Google Places pages…
    48. 48. Upgrading in different situations Pick ONE location you’d like to upgrade. Sign into Google account you created that Google Places page in. Go to plus.google.com. Create “Local Business” page for location you’re upgrading. Follow Google’s prompts for merging. Go through PIN-verification process.
    49. 49. Upgrading in different situations Situation 3: You’re hanging your shingle on local Google for the 1st time…
    50. 50. Upgrading in different situations Go to google.com/placesforbusiness and create a Places page. Verify by postcard. Takes 1-2 weeks. (At this point, you’ll have a Google+ Local page, but not the upgraded kind. Granted, you’ll probably have the sleek new “dashboard,” but that’s different.) If you want to upgrade, do the same process I described: create a Plus page in the same account, request the merge, and verify by PIN.
    51. 51. Common mistakes to avoid Mistake 1: Not making absolutely certain you’re creating your Google+ page in the same Google account that your Places page is in. You won’t be able to merge the two.
    52. 52. Common mistakes to avoid Mistake 2: Not creating a Google+ page of the “Local Business” variety You won’t be able to merge.
    53. 53. Common mistakes to avoid Mistake 3: Trying to upgrade if you’re a service-area business. You’ll be able to merge the two pages, but you’ll probably be penalized because you won’t be able to hide the address on your Google+ for Business page.
    54. 54. What if there are problems? If you do the stuff I mentioned, you’ll likely be able to “upgrade” without incident. But it’s Google, and that means anything can happen. Fortunately for us, these days Google is OK at helping you sort out “issues.”
    55. 55. What if there are problems? Use the “Google Places Troubleshooter”
    56. 56. What if there are problems? They’ll ask lots of diagnostic questions. You’ll want to have the links to your Google listing(s) on-hand. Here’s the part of the link they’ll want:
    57. 57. What if there are problems? You might also be given the option of getting on the phone (!) with a rep. Don’t shy away from picking up the phone.
    58. 58. That’s it! Phil Rozek localvisibilitysystem.com
    59. 59. Questions? Google+ updates, insights & tips
    60. 60. Optimization for Apple Maps Andrew Shotland localSEOguide.com
    61. 61. How To Optimize Your Business for Apple Maps LSA 2013 Andrew Shotland LOCAL SEO GUIDE Enterprise SEO Consulting for Companies With Screwed-Up Websites
    62. 62. Think Apple Maps Suck? LSA 2013 Andrew Shotland LOCAL SEO GUIDE
    63. 63. 1,000,000,000 iOS Devices by 2015 http://www.asymco.com/2012/09/17/projecting-ios-devices-through-itunes-account-growth/
    64. 64. Top 5 Client OS 9/12 1. Windows 2. iOS 3. Macintosh 4. Android 5. iOS6 Source: Google Analytics, Average for 50MM Visits, Sep 2012 v. Feb 2013 v. July 2013 2/13 1. Windows 2. Macintosh 3. iOS 4. iOS6 5. Android iOS6 Devices = 82% of all iOS visits 7/13 1. Windows 2. iOS 3. iOS6 4. Android 5. Macintosh
    65. 65. Default Map for Every iOS Location App
    66. 66. 35% of iPhone Users Use It? http://blumenthals.com/blog/2013/03/05/driving-directions-survey-a-fragmented-but-important-market/
    67. 67. Apple Maps US Data Core business listings Reviews
    68. 68. Sushi for Lunch?
    69. 69. Reviews
    70. 70. Tips  Yelp Mobile
    71. 71. Pics
    72. 72. No Pics
    73. 73. Bad Pics
    74. 74. Business Lost?
    75. 75. Report a Problem
    76. 76. Report a Problem
    77. 77. Update Data
    78. 78. Move Pin
    79. 79. Check Your Data! http://webapp.localeze.com/directory/search.aspx http://www.mybusinesslistingmanager.com/ http://factual.com/contact
    80. 80. http://applemapsmarketing.com/2012/10/how-to-add-your-business-listing-to-apple-maps/
    81. 81. Questions? Optimization for Apple Maps
    82. 82. InsideLocal: upcoming webinars July 31st – Optimizing the perfect local business website – Mike Ramsey + 1 more (tbc) August 14th – Great sales strategies for local agencies – Laura Betterley & David Sprague September 10th – Enhanced citation optimization – David Moceri, Myles Anderson + 1 more (tbc)
    83. 83. Unanswered questions… Post these on Local Search Forum Speakers & Presenters will try to answer as many as possible www.localsearchforum.com/…
    84. 84. www.localsearchforum.com/tbc…. www.brightlocal.com/insidelocal
    85. 85. That’s all folks!
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