Is Google A Good Neighbor When It Comes to Local Search?
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Is Google A Good Neighbor When It Comes to Local Search?

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Presentation slides from the 2014 Apartment Internet Marketing Conference keynote given by Search Engine Land's Founding Editor, Danny Sullivan.

Presentation slides from the 2014 Apartment Internet Marketing Conference keynote given by Search Engine Land's Founding Editor, Danny Sullivan.

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  • ORGINAL BULLET #3 text: Hard to see what the “Google helps self” benefit is here; for any who lost ranks, others rose up
  • Thosewho don’t pay aren’t included….
  • And anyone want Glass now….?

Transcript

  • 1. IS GOOGLE A GOOD NEIGHBOR? Danny Sullivan, Founding Editor, MarketingLand.com & SearchEngineLand.com
  • 2. In This Talk… • Google: The biggest house on the block • What’s up with all that construction: Panda, Penguin, Hummingbird? • Is Google trying to price you out of the neighborhood? • What is the impact of mobile? • What’s up with wearables & search? @dannysullivan
  • 3. Google: The Neighbor You Can’t Ignore @dannysullivan
  • 4. Google & The Search Habit • Google is not only way people find apartments, but it is: • a primary search habit for any type of search • unlikely to be unseated by any challenger • So, what is Google up to lately and what’s in store for the future? @dannysullivan
  • 5. Of Panda, Penguin & Hummingbirds • Is Google out to get people with all these animal actions? • what are these animal actions? • The goal is really to improve search results because ultimately, Google works for searchers, not publishers @dannysullivan
  • 6. Behind The Construction…. @dannysullivan
  • 7. Panda: Targeting “Thin” Content • Launched Feb. 2011, designed to keep low-quality or “thin” content from ranking • Roughly every month, Google filters everything though Panda to trap new stuff & free others • If goal was to just help Google, it hurt top Google partners like Demand Media • Conspiracy threat: LOW @dannysullivan
  • 8. Penguin: Targeting Link Spam • Launched April 2012, meant to fight spam - especially bad links • Every 6 months or so, Google filters everything though Penguin to find spam regular systems miss • Did Google really benefit? For any questionable sites that lost ranks, others rose up • Conspiracy threat: LOW • Crazy link rule annoyance factor: HIGH @dannysullivan
  • 9. Link Rule Insanity • Paid links have long been warned against… • But it’s more complicated as native advertising & native ads have grown • Widgets get popular, so Google warns against them • Infographics get popular, so Google warns against them • Guest posting gets popular, so Google warns against “blogging for links” @dannysullivan
  • 10. Link Rule Insanity • Feels safer now not to link to anyone or to “nofollow” everything • Feels insane Google punishes for bad links rather than simply discounts credit @dannysullivan
  • 11. Hummingbird: The New Engine In Google’s Search Engine • Announced in Sept. 2013, an entire rebuild of Google’s search engine • Panda & Penguin are parts of that engine • New engine can better tap into “signals” or “fuel” to rank results • A major change is improved support for “entities” and “entity search” @dannysullivan
  • 12. Entities & Entity Search • People, Places & Things @dannysullivan
  • 13. Entities & Entity Search @dannysullivan EXAMPLE: • A search for “obama” in the past would look for those letters in that order • With entity search, Obama is understood as a person that can be connected to other people and various facts…. • Google (& Bing) are learning to search not just for matching patterns of letters
  • 14. Optimizing For Entity Search • Make use of local “structured markup” meta data • Mainly location now but more may come @dannysullivan
  • 15. Establish Authority via Authorship • Use rel=“author” markup on blog posts • Use authorship on pages with real authors; don’t fake it for listings @dannysullivan
  • 16. Google+ Local • Use Google+ for your business • Big impact on personalized results; you rank better if “friends” with people • Yes, Google+ might go away or change but local listings will still remain crucial… @dannysullivan
  • 17. Real Conspiracy: Ads, Ads, Ads! @dannysullivan
  • 18. Then Again, Bing’s In On It Too @dannysullivan
  • 19. Fear The Knowledge Graph Carousel? • What’s happening with hotels may be the future for apartments…. @dannysullivan
  • 20. Paid Inclusion • Hotel Finder is free, based largely on Google+ Local but with ad integration • Future could be like Google Shopping, pay-to-play @dannysullivan
  • 21. Moving On To Mobile… • Everyone’s talking about a “mobile first” world • You don’t need a mobile site to rank better, but… • A site with problems for smartphone searches on Google may not rank as well • More important: knowing how to react in “Always On” mobile search world… @dannysullivan
  • 22. Can You Handle The Calls? @dannysullivan
  • 23. Soft Landing For Mobile Visitors? @dannysullivan • Click-to-call? • Mobile-friendly version of site? • App for repeat visitors?
  • 24. The Wearable Search • Notifications on your phone • On your wrist • And even in your eyes… @dannysullivan
  • 25. Where Wearables May Go • People may not flock to Glass but nearly 1/2 like idea of smartwatches • “Agents” like Google Now & Cortana getting smarter at predictive search • Location “gating” likely key in future @dannysullivan
  • 26. Takeaways • Google will keep working to reward “brands” - big or small • Google needs brands - make yourself essential • Expect the “free” space to diminish; Pay to Play • Structured data may offer new & perhaps better targeted prospects • Deliver content that a mobile audience wants • Wearables illustrate that search isn’t just keywords in a box on Google; it’s any method people seek information @dannysullivan
  • 27. Links & Resources http://searchengineland.com http://marketingland.com Articles & Links: • How To Tell Search Engines What “Entities” Are On Your Web Pages • Search Engine Land’s Guide to Schema & Markup • Google: Structured Data Guide For Organizations • 5 Tips To Kill The Competition In Local Search • Study: 61 Percent Of Mobile Callers Ready To Convert • The Future Of Advertising In Your Eyes Today: Google Glass & Field Trip • Survey: Nearly Half Of Americans Interested In Wearable Tech download this deck: http://selnd.com/aim2014