Insidelocal Webinar - Local Search Ranking Factors Debate - November 2013
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Insidelocal Webinar - Local Search Ranking Factors Debate - November 2013

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With recent updates to the display of Google's local results & the algorithm which drives them, how does this alter the influence of certain local ranking factors? ...

With recent updates to the display of Google's local results & the algorithm which drives them, how does this alter the influence of certain local ranking factors?

- Does it put more emphasis on pure local signals like reviews & downplay on-site signals such as website authority?

In this webinar we ask 4 local search experts to share their opinions & observations, and debate the changing influence of local ranking factors.

Agenda:

1. Understanding Recent Display & Algo Changes
2. Debate & Compare Most Important Ranking Signals
3. SEO Strategy – New vs. Established Businesses
4. What the Future holds - predictions for 2014

Speakers:

1. Andrew Shotland (www.localseoguide.com)
2. Mike Ramsey (www.niftymarketing.com)
3. Phil Rozek (www.localvisibilitysystem.com)
4. Dev Basu (www.poweredbysearch.com)

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Insidelocal Webinar - Local Search Ranking Factors Debate - November 2013 Insidelocal Webinar - Local Search Ranking Factors Debate - November 2013 Presentation Transcript

  • Nov 21st 2013 ‘Local Search Ranking Factors – Panel Debate’
  • ‘Local Ranking Factors Debate’ Agenda: Understanding Recent Display & Algo Changes Debate & Compare Key Ranking Signals SEO Strategy – New Vs. Established Businesses 2014 – Future Predictions For Ranking Factors
  • House keeping… Live Q&A and chat Q&A Webinar is being recorded Recording available by Monday No webcam view (boo…) Slidedeck uploaded to slideshare.net Follow up email with all details
  • Polls Running Run 3 polls during the webinar Sample of 500+ Marketers/SEOs/SMBs Understand how YOU see these changes Show the results at end of the Q&A
  • Speakers Andrew Shotland Mike Ramsey LocalSEOguide.com Niftymarketing.com
  • Speakers Dev Basu Phil Rozek Poweredbysearch.com Localvisibilitysystem. com
  • Hosts & Help Myles Anderson Linda Buquet Colan Neilson BrightLocal.com Localsearchforum.com Imprezziomarketing.com
  • ‘Local Ranking Factors Debate’ Section 1 Understanding Recent Display & Algorithm Changes Myles Anderson BrightLocal.com
  • Google Updates Timeline Oct 2013 Aug 2013 May 2012 Apr 2012 Jan / Feb 2012 Feb 2011 Oct 2010 Pre-Oct 2010 Return to pure results? Hummingbird (announced Sept) Google Places replaced by G+ Local Penguin Venice / Pure results disappear Panda Places Search Pure results only
  • Pre-Oct - Blended SERP Results How to identify Blended results   Fewer “pack” type results   Result title pulls from website title tag High ranking local results have linked website Business can’t rank in both organic & local at same time – no duplication Thanks to: Imprezzio Marketing, Blumenthals.com, NGS Marketing, Plasticsurgerystuidos.com
  • Post-Oct - Pure Local SERP Results How to identify pure local results   Always get “pack” result   Result title pulls from Google+ listing High ranked listing can have no linked website Business can have ‘double’ ranking on rank on p1 in both organic & local Thanks to: Imprezzio Marketing, Blumenthals.com, NGS Marketing, Plasticsurgerystuidos.com
  • Post-October – Shift in ‘Pure’ Algo? Likely winners & losers     Citations Category selection Listing verification Reviews  Links  Site structure  Domain Authority
  • What do we want to know? Why has Google made this change? Is it a permanent change? Is it purely a display change or has algo shifted and how does it change influence of ranking factors?
  • ‘Local Ranking Factors Debate’ Poll-Time!
  • 1st Poll Do you think that recent changes are temporary or permanent?
  • 2nd Poll Since the recent changes, have your clients gained or lost in rankings?
  • 3rd Poll Have you changed your optimization tactics since these changes?
  • ‘Local Ranking Factors Debate’ Section 2 Debate & Compare Most Important Ranking Signals
  • Local Search Ranking Factors Survey Types of Ranking Signals  On-page Signals  Link Signals  External Location Signals (citations etc)  Place Page Signals  Review Signals  Social Signals  Behavioral / Mobile Signals  Personalization
  • Influence of Ranking Signals - 2013 Personalization (8.3%) Place Page Signals (19.6%) Behavioral/ Mob Signals (6.1%) External Loc. Signals (16%) Social Signals (6.3%) On-page Signals (18.8%) Review Signals (10.3%) Link Signals (14.4%)
  • Organic Signals - ‘On-page’ + ‘link’ signals Links – count, quality, velocity Site structure Localized Content & landing pages Presence of NAP Schema.org / structured mark-up Keywords in Titles/description
  • Citations Citation consistency (NAP, rich data) Citation Quality vs. quantity Structured vs. Unstructured Velocity of Citations High Authority vs. niche vs. local
  • Place Page Signals Category selection Listing verification / merged listing Location & local phone number Keywords/location in listing title Age of Google listing
  • Location & Distance Distance from centroid Ranking in wider map area Population/business density
  • Review Signals Google native vs. 3rd party reviews Review quantity, diversity, velocity Review content (keywords) Reviewer authority
  • Social Signals Google+ Authority G+ vs. Twitter vs. Facebook
  • Didn’t get your question answered? Post it here! http://www.localsearchforum.com/showthread. php?t=11998
  • ‘Local Ranking Factors Debate’ Section 3 SEO Strategy New vs. Established Businesses
  • New vs. Established Businesses How do you vary your approach to optimization for new vs. established businesses?
  • ‘Local Ranking Factors Debate’ Section 4 2014 – Future Predictions for Ranking Factors
  • ‘Local Ranking Factors Debate’ Poll Results
  • Poll 1 - Do you think that recent changes are temporary or permanent? 60% 57% 50% 40% 30% 20% 22% 21% 10% 0% Permanent Temporary Don't know
  • Poll 2 - Since the recent changes, have your clients gained or lost in rankings? 60% 50% 48% 40% 30% 20% 10% 0% 19% 17% 7% Big gains 9% Small gains No change / Some gains, some losses Small losses Big losses
  • Poll 3 - Have you changed your optimization tactics since these changes? 35% 33% 30% 25% 20% 15% 21% 16% 10% 15% 15% Plan to We're waiting 5% 0% BIG changes SMALL changes Current strategy correct
  • Upcoming Webinars  Dec 6th – Optimization for Service Area Businesses – Matthew Hunt & Thomas Ballentyne ….  Jan (tbc) – Mobile Optimization for Local Businesses – Gideon Rubin + 1 more  Jan (tbc) – ‘State of the Union’ for Local Search  Feb (tbc) – Optimal Reporting for Local SEOs – Myles Anderson & Phil Britten  Feb (tbc) – Advanced G+ Optimization – Linda Buquet
  • Keep track & Register www.brightlocal.com/insidelocal www.localsearchforum.com/insidelo cal-webinars
  • That’s all folks!