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Local Ranking Factors       SLCSEMca. Early June, 2012    June 12 2012                           © David Mihm / GetListed....
© David Mihm / GetListed.org, Inc. 2012
Screenshot: Linda Buquet, Catalyst e-Marketing                                       © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
We haven’t quite gotten there…                                 © David Mihm / GetListed.org, Inc. 2012
We haven’t quite gotten there…             …but we’re pretty close!                                 © David Mihm / GetList...
Author markupToday—Blended Search         Website information                             Place information               ...
―We want to show everything weknow about a business.‖--Paraphrase of Joel HeadleyLocal University EdmontonMay 1 2012      ...
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
…the envelope please…               © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
The Top Tenfor 2012              © David Mihm / GetListed.org, Inc. 2012
2008 vs 20121    Individually Owner-verified Place Page (PLACE PAGE)2    Physical Address in City of Search (PLACE PAGE)3 ...
Many of the Fundamentals are still the same.• Having a physical location in the right city isparamount.• Categories are hu...
Categories…a little more difficult with +Local.                                        © David Mihm / GetListed.org, Inc. ...
Citations -   Importance of Local Ecosystem is NOT     changing anytime soon -   Exclusive focus on Places is pure folly  ...
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
NAP Audit –Getlisted.org                © David Mihm / GetListed.org, Inc. 2012
+    © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
Duplicates are still an issue.                                 © David Mihm / GetListed.org, Inc. 2012
Centroid Bias                © David Mihm / GetListed.org, Inc. 2012
Centroid Bias                © David Mihm / GetListed.org, Inc. 2012
Centroid Bias      Some factors may         be country or        region-specific       depending on the      quality of Go...
© David Mihm / GetListed.org, Inc. 2012
What’s new?Blended Search.                  © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
Remember this?                 © David Mihm / GetListed.org, Inc. 2012
Remember this?   (~October 2007)                         © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
But we HAVE come a long way!                        © David Mihm / GetListed.org, Inc. 2012
What’s new?Blended Search.It’s now critical that Google is able toassociate your website with yourlocation(s).And for you ...
Blended Search Advantages for Larger companies                    © David Mihm / GetListed.org, Inc. 2012
Blended Search for Large Companies• Optimized, indexable store locator & locationpages• Utilize Schema.org and KML*• Put s...
What Else Is New?                    © David Mihm / GetListed.org, Inc. 2012
What Else Is New?                    © David Mihm / GetListed.org, Inc. 2012
What Else Is New?         (#31)         (#24)         (#18)        Every single one of these is interesting (to me at leas...
!    © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
Unstructured Reviews                       Hat tip: Michael Cottam                                   © David Mihm / GetLis...
What Else Is New?                    © David Mihm / GetListed.org, Inc. 2012
What Else Is New?                    © David Mihm / GetListed.org, Inc. 2012
+Local less reliant on the link  graph than Google.com?    “It appears that sites, for which the   backlinks anchor text s...
„There seems to be a trend (and it is not just inlocal search) towards decreasing the importanceof “keyword” anchor text, ...
„There seems to be a trend (and it is not just inlocal search) towards decreasing the importanceof “keyword” anchor text, ...
What Else Is New?                    http://en.wikipedia.org/wiki/File:Debutante-dress.jpg                                ...
What Else Is New?          1    Individually Owner-verified Place Page (PLACE PAGE)          2    Physical Address in City...
Other Interesting Tidbits                        .                        .                        .                      ...
Other Interesting Tidbits                            © David Mihm / GetListed.org, Inc. 2012
Other Interesting Tidbits                            © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
Putting It All into Perspective                          © David Mihm / GetListed.org, Inc. 2012
BirthTen Blue Links.                  © David Mihm / GetListed.org, Inc. 2012
The First Critical PeriodCitations / First    10-Packs.                            © David Mihm / GetListed.org, Inc. 2012
Early AdulthoodGeneric 10-Packs-> Hotpot.Citations start to become a “sine qua non”Reviews start to become a differentiati...
Recent History- Links      Mostly domain level for SMBs      Volume of linking domains      Strength of top links- Citatio...
Where We’re Headed   (!)                     © David Mihm / GetListed.org, Inc. 2012
Where We’re Headed                     © David Mihm / GetListed.org, Inc. 2012
Where We’re Headed  What are the features / business evolutions where we haven’t seen  [semi-permanent] interface changes ...
Putting It All into Perspective            Visually                          © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
Title Tags + Links             © David Mihm / GetListed.org, Inc. 2012
Citations +Location DataTitle Tags+ Links                © David Mihm / GetListed.org, Inc. 2012
ReviewsCitations +Location DataTitle Tags+ Links                © David Mihm / GetListed.org, Inc. 2012
ReviewsCitations +Location DataTitle Tags+ Links                © David Mihm / GetListed.org, Inc. 2012
Social / Offline / +Local???ReviewsCitations +Location DataTitle Tags+ Links                               © David Mihm / ...
© David Mihm / GetListed.org, Inc. 2012
Vs.      © David Mihm / GetListed.org, Inc. 2012
© David Mihm / GetListed.org, Inc. 2012
The Bottom LineSEO’s like to focus on easy, discrete, technical items they can“check off their lists.”      Title tags wit...
The Bottom Line      The algorithm is getting       frighteningly complex.    The reality is that you [will]     need a ho...
© David Mihm / GetListed.org, Inc. 2012
The dust still has not settled     (at least for me).                            © David Mihm / GetListed.org, Inc. 2012
The good news:  More complex algorithm+ Frequent change  Job security FTW!                       © David Mihm / GetListed....
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@DavidMihm @SLCSEM Local Search Ranking Factors 2012

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Local SEO expert David Mihm visited #SLCSEM June 12, 2012 to give a presentation on the latest local ranking factors & share his POV on the evolution of Google+Local, and what it means to search results going forward.

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  • If you time is limited stop here
  • If you time is limited stop here
  • But location prominence was not the only ranking routine. …. Google also ranks by distance. They would normalize the two ranking schemes So in a typical search result you would see the top results ranked by prominence but the lower ranked ones by distance… this is still the case
  • But location prominence was not the only ranking routine. …. Google also ranks by distance. They would normalize the two ranking schemes So in a typical search result you would see the top results ranked by prominence but the lower ranked ones by distance… this is still the case
  • Transcript of "@DavidMihm @SLCSEM Local Search Ranking Factors 2012"

    1. 1. Local Ranking Factors SLCSEMca. Early June, 2012 June 12 2012 © David Mihm / GetListed.org, Inc. 2012
    2. 2. © David Mihm / GetListed.org, Inc. 2012
    3. 3. Screenshot: Linda Buquet, Catalyst e-Marketing © David Mihm / GetListed.org, Inc. 2012
    4. 4. © David Mihm / GetListed.org, Inc. 2012
    5. 5. © David Mihm / GetListed.org, Inc. 2012
    6. 6. We haven’t quite gotten there… © David Mihm / GetListed.org, Inc. 2012
    7. 7. We haven’t quite gotten there… …but we’re pretty close! © David Mihm / GetListed.org, Inc. 2012
    8. 8. Author markupToday—Blended Search Website information Place information Plus page Blended Local results © David Mihm / GetListed.org, Inc. 2012
    9. 9. ―We want to show everything weknow about a business.‖--Paraphrase of Joel HeadleyLocal University EdmontonMay 1 2012 © David Mihm / GetListed.org, Inc. 2012
    10. 10. © David Mihm / GetListed.org, Inc. 2012
    11. 11. © David Mihm / GetListed.org, Inc. 2012
    12. 12. © David Mihm / GetListed.org, Inc. 2012
    13. 13. …the envelope please… © David Mihm / GetListed.org, Inc. 2012
    14. 14. © David Mihm / GetListed.org, Inc. 2012
    15. 15. The Top Tenfor 2012 © David Mihm / GetListed.org, Inc. 2012
    16. 16. 2008 vs 20121 Individually Owner-verified Place Page (PLACE PAGE)2 Physical Address in City of Search (PLACE PAGE)3 Proper Category Associations (PLACE PAGE)4 Product / Service Keyword in Business Title (PLACE PAGE)5 Proximity of Address to Centroid (PLACE PAGE)6 Quantity of Structured Citations (IYPs, Data Aggregators) (OFF-SITE)7 Quantity of Inbound Links to Domain (OFF-SITE)8 Location Keywords in Anchor Text of Inbound Links to Domain (OFF-SITE)9 Quantity of Native Google Places Reviews (w/text) (REVIEWS)10 Product / Service Keyword in Place Page Description (PLACE PAGE) © David Mihm / GetListed.org, Inc. 2012
    17. 17. Many of the Fundamentals are still the same.• Having a physical location in the right city isparamount.• Categories are huge.• Citations and location data are still critical.• Quantity of reviews are still way more importantthan quality.…and yes, proximity to centroid still has influence. © David Mihm / GetListed.org, Inc. 2012
    18. 18. Categories…a little more difficult with +Local. © David Mihm / GetListed.org, Inc. 2012
    19. 19. Citations - Importance of Local Ecosystem is NOT changing anytime soon - Exclusive focus on Places is pure folly - You MUST fix your data at upstream data providers - AND at Google Mapmaker © David Mihm / GetListed.org, Inc. 2012
    20. 20. © David Mihm / GetListed.org, Inc. 2012
    21. 21. © David Mihm / GetListed.org, Inc. 2012
    22. 22. NAP Audit –Getlisted.org © David Mihm / GetListed.org, Inc. 2012
    23. 23. + © David Mihm / GetListed.org, Inc. 2012
    24. 24. © David Mihm / GetListed.org, Inc. 2012
    25. 25. © David Mihm / GetListed.org, Inc. 2012
    26. 26. Duplicates are still an issue. © David Mihm / GetListed.org, Inc. 2012
    27. 27. Centroid Bias © David Mihm / GetListed.org, Inc. 2012
    28. 28. Centroid Bias © David Mihm / GetListed.org, Inc. 2012
    29. 29. Centroid Bias Some factors may be country or region-specific depending on the quality of Googles data. © David Mihm / GetListed.org, Inc. 2012
    30. 30. © David Mihm / GetListed.org, Inc. 2012
    31. 31. What’s new?Blended Search. © David Mihm / GetListed.org, Inc. 2012
    32. 32. © David Mihm / GetListed.org, Inc. 2012
    33. 33. © David Mihm / GetListed.org, Inc. 2012
    34. 34. Remember this? © David Mihm / GetListed.org, Inc. 2012
    35. 35. Remember this? (~October 2007) © David Mihm / GetListed.org, Inc. 2012
    36. 36. © David Mihm / GetListed.org, Inc. 2012
    37. 37. © David Mihm / GetListed.org, Inc. 2012
    38. 38. © David Mihm / GetListed.org, Inc. 2012
    39. 39. © David Mihm / GetListed.org, Inc. 2012
    40. 40. But we HAVE come a long way! © David Mihm / GetListed.org, Inc. 2012
    41. 41. What’s new?Blended Search.It’s now critical that Google is able toassociate your website with yourlocation(s).And for you large corporations…the ball isnow in your court. © David Mihm / GetListed.org, Inc. 2012
    42. 42. Blended Search Advantages for Larger companies © David Mihm / GetListed.org, Inc. 2012
    43. 43. Blended Search for Large Companies• Optimized, indexable store locator & locationpages• Utilize Schema.org and KML*• Put some thought into your data strategy• Submit individual location URLs to +Local andaggregators*not so much for ranking but to let your other factors work for you! © David Mihm / GetListed.org, Inc. 2012
    44. 44. What Else Is New? © David Mihm / GetListed.org, Inc. 2012
    45. 45. What Else Is New? © David Mihm / GetListed.org, Inc. 2012
    46. 46. What Else Is New? (#31) (#24) (#18) Every single one of these is interesting (to me at least). © David Mihm / GetListed.org, Inc. 2012
    47. 47. ! © David Mihm / GetListed.org, Inc. 2012
    48. 48. © David Mihm / GetListed.org, Inc. 2012
    49. 49. © David Mihm / GetListed.org, Inc. 2012
    50. 50. Unstructured Reviews Hat tip: Michael Cottam © David Mihm / GetListed.org, Inc. 2012
    51. 51. What Else Is New? © David Mihm / GetListed.org, Inc. 2012
    52. 52. What Else Is New? © David Mihm / GetListed.org, Inc. 2012
    53. 53. +Local less reliant on the link graph than Google.com? “It appears that sites, for which the backlinks anchor text style is mostly “converting keywords”-rich, are regarded with much lesser value in the Google+ Local search results, compared to siteswhose backlink anchor text profile consists mostly of “branded” keywords (domain name, business name).” @nyagoslav © David Mihm / GetListed.org, Inc. 2012
    54. 54. „There seems to be a trend (and it is not just inlocal search) towards decreasing the importanceof “keyword” anchor text, and increasing theimportance of “branded” anchor text.‟@nyagoslav © David Mihm / GetListed.org, Inc. 2012
    55. 55. „There seems to be a trend (and it is not just inlocal search) towards decreasing the importanceof “keyword” anchor text, and increasing theimportance of “branded” anchor text.‟ ??? © David Mihm / GetListed.org, Inc. 2012
    56. 56. What Else Is New? http://en.wikipedia.org/wiki/File:Debutante-dress.jpg © David Mihm / GetListed.org, Inc. 2012
    57. 57. What Else Is New? 1 Individually Owner-verified Place Page (PLACE PAGE) 2 Physical Address in City of Search (PLACE PAGE) 3 Proper Category Associations (PLACE PAGE) 4 Product / Service Keyword in Business Title (PLACE PAGE) 5 Proximity of Address to Centroid (PLACE PAGE) 6 Quantity of Structured Citations (IYPs, Data Aggregators) (OFF-SITE) 7 Quantity of Inbound Links to Domain (OFF-SITE) 8 Location Keywords in Anchor Text of Inbound Links to Domain (OFF-SITE) 9 Quantity of Native Google Places Reviews (w/text) (REVIEWS) 10 Product / Service Keyword in Place Page Description (PLACE PAGE) © David Mihm / GetListed.org, Inc. 2012
    58. 58. Other Interesting Tidbits . . . . . . © David Mihm / GetListed.org, Inc. 2012
    59. 59. Other Interesting Tidbits © David Mihm / GetListed.org, Inc. 2012
    60. 60. Other Interesting Tidbits © David Mihm / GetListed.org, Inc. 2012
    61. 61. © David Mihm / GetListed.org, Inc. 2012
    62. 62. © David Mihm / GetListed.org, Inc. 2012
    63. 63. © David Mihm / GetListed.org, Inc. 2012
    64. 64. © David Mihm / GetListed.org, Inc. 2012
    65. 65. Putting It All into Perspective © David Mihm / GetListed.org, Inc. 2012
    66. 66. BirthTen Blue Links. © David Mihm / GetListed.org, Inc. 2012
    67. 67. The First Critical PeriodCitations / First 10-Packs. © David Mihm / GetListed.org, Inc. 2012
    68. 68. Early AdulthoodGeneric 10-Packs-> Hotpot.Citations start to become a “sine qua non”Reviews start to become a differentiating factor 1 Review volume 2 Keywords in reviews © David Mihm / GetListed.org, Inc. 2012
    69. 69. Recent History- Links Mostly domain level for SMBs Volume of linking domains Strength of top links- Citations Volume Particular sources- Reviews Volume Particular sources © David Mihm / GetListed.org, Inc. 2012
    70. 70. Where We’re Headed (!) © David Mihm / GetListed.org, Inc. 2012
    71. 71. Where We’re Headed © David Mihm / GetListed.org, Inc. 2012
    72. 72. Where We’re Headed What are the features / business evolutions where we haven’t seen [semi-permanent] interface changes yet? Sentiment Plus Social Proximity Authority Influencers Offers Mobile/Checkins WalletThe pace of evolution just continues to increase. © David Mihm / GetListed.org, Inc. 2012
    73. 73. Putting It All into Perspective Visually © David Mihm / GetListed.org, Inc. 2012
    74. 74. © David Mihm / GetListed.org, Inc. 2012
    75. 75. Title Tags + Links © David Mihm / GetListed.org, Inc. 2012
    76. 76. Citations +Location DataTitle Tags+ Links © David Mihm / GetListed.org, Inc. 2012
    77. 77. ReviewsCitations +Location DataTitle Tags+ Links © David Mihm / GetListed.org, Inc. 2012
    78. 78. ReviewsCitations +Location DataTitle Tags+ Links © David Mihm / GetListed.org, Inc. 2012
    79. 79. Social / Offline / +Local???ReviewsCitations +Location DataTitle Tags+ Links © David Mihm / GetListed.org, Inc. 2012
    80. 80. © David Mihm / GetListed.org, Inc. 2012
    81. 81. Vs. © David Mihm / GetListed.org, Inc. 2012
    82. 82. © David Mihm / GetListed.org, Inc. 2012
    83. 83. The Bottom LineSEO’s like to focus on easy, discrete, technical items they can“check off their lists.” Title tags with geo-keywords Data syndication KML / Geositemaps hCard / Schema.org Etc.There is still plenty of value in these items, especially inless competitive markets. But… © David Mihm / GetListed.org, Inc. 2012
    84. 84. The Bottom Line The algorithm is getting frighteningly complex. The reality is that you [will] need a holistic marketing strategy in order to ensure long-term success. © David Mihm / GetListed.org, Inc. 2012
    85. 85. © David Mihm / GetListed.org, Inc. 2012
    86. 86. The dust still has not settled (at least for me). © David Mihm / GetListed.org, Inc. 2012
    87. 87. The good news: More complex algorithm+ Frequent change Job security FTW! © David Mihm / GetListed.org, Inc. 2012
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