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SearchLove London 2018 - Darren Shaw - Local Search Has Changed - Here’s What’s Working in 2018


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Local search has evolved. The usual suspects of citations, reviews, Google My Business, website optimization, and links still drive the algorithm. But with the tightening of proximity and most conversions happening on Google rather than your website, your strategy and tactics need to change. Darren will present the latest results from the 2018 Local Search Ranking Factors survey along with new research data and show you what you need to focus on to succeed in today’s local search landscape.

SearchLove London 2018 - Darren Shaw - Local Search Has Changed - Here’s What’s Working in 2018

  1. 1. Local Search Has Changed: Here’s What’s Working in 2018 Darren Shaw Founder, Whitespark @DarrenShaw_ Searchlove London 2018
  2. 2. Adam Dorfman Andrew Shotland Andy Kuiper Andy Monte Ben Fisher Blake Denman Brian Barwig Brian Smith Carrie Hill Casey Meraz Colan Neilson Conrad Saam Cori Graft Dan Leibson Dana DiTomaso Darren Shaw David Mihm David Wallace Dev Basu Eric Rohrback Greg Gifford Gyi Tsakalakis Joel Headley Joy Hawkins Lisa Kolb Marcus Miller Mary Bowling Mike Blumenthal Miriam Ellis Nick Pierno Nyagoslav Zhekov Phil Rozek Tim Capper Will Scott
  3. 3. Local Pack
  4. 4. Local Finder
  5. 5. @DarrenShaw_
  6. 6. @DarrenShaw_
  7. 7. @DarrenShaw_
  8. 8. Proximity @DarrenShaw_
  9. 9. clothing stores
  10. 10. electronics
  11. 11. restaurants
  12. 12. solicitors
  13. 13. pest control
  14. 14. banks
  15. 15. With the extreme emphasis on proximity, every businesses will rank somewhere @DarrenShaw_
  16. 16. But it might only be at the exact point of your location
  17. 17. You can overcome proximity bias and expand your radius with strong local search signals @DarrenShaw_
  18. 18. This solicitor is doing much better
  19. 19. Even when you zoom out to 500m
  20. 20. And even at 1km
  21. 21. Compared to C J Jones at 1km
  22. 22. Proximity of Address to Centroid? @DarrenShaw_
  23. 23. Proximity to centroid is a factor when performing a local search from OUTSIDE of the city
  24. 24. Local Organic
  25. 25. @DarrenShaw_
  26. 26. Only 1 citation factor? Prominence on Key Industry-Relevant Domains
  27. 27. For local pack results, which factors would you consider foundational?
  28. 28. Proper GMB Categories Citation Consistency Verified and Complete GMB Listing Mobile-friendly Site @DarrenShaw_
  29. 29. For local pack results, which factors would you consider competitive difference makers?
  30. 30. Links & Reviews @DarrenShaw_
  31. 31. For local pack results, what factors have you been focusing on MORE in the past year?
  32. 32. Quality/Authority of Inbound Links to Domain @DarrenShaw_
  33. 33. Quantity of Google Posts Posted @DarrenShaw_
  34. 34. Quantity of Native Google Reviews With Text @DarrenShaw_
  35. 35. Topical (Product/Service) Keyword Relevance of Domain Content @DarrenShaw_
  36. 36. Association of Videos with GMB Location @DarrenShaw_
  37. 37. Association of Photos with GMB Listing @DarrenShaw_
  38. 38. Volume of Content on GMB Landing Page @DarrenShaw_
  39. 39. @DarrenShaw_ Quantity of Inbound Links to Landing Page URL from Industry-Relevant Domains
  40. 40. Reference to Location Specific Entities on GMB Landing Page @DarrenShaw_
  41. 41. @DarrenShaw_ Quantity of Inbound Links to Domain from Locally-Relevant Domains
  42. 42. For local pack results, what factors have you been focusing on LESS in the past year?
  43. 43. @DarrenShaw_ Citations and Social No Surprise
  44. 44. Negative Factors
  45. 45. Fake Addresses @DarrenShaw_
  46. 46. @DarrenShaw_ Incorrect Categories Selected in GMB
  47. 47. Hacked Site @DarrenShaw_
  48. 48. @DarrenShaw_ Duplicate Listings on Google
  49. 49. What are some strategies/tactics that are working particularly well for you at the moment?
  50. 50. “Google Posts! We've seen gains for clients in competitive niches after consistent posting. The posts don't have to link to their site, but it appears that they should be topical and posted consistently.” – Dana Damtaso
  51. 51. Increase Rankings @DarrenShaw_
  52. 52. Increase Engagement Signals @DarrenShaw_
  53. 53. Drive Direct Conversions @DarrenShaw_
  54. 54. Are a Competitive Advantage Most businesses aren’t doing them yet @DarrenShaw_
  55. 55. “Good old fashioned link building seems to have improved pack performance even more this year than in recent memory” - Cori Graft
  56. 56. “In the search results I look at regularly, I continue to see reviews playing a larger and larger role.” - David Mihm
  57. 57. “We have also seen some huge wins from setting up better internal linking structure on sites.“ - Joy Hawkins
  58. 58. “When spammers are beating you or ranking for keywords they shouldn't, you can really have a positive impact on local pack rankings just by reporting spam.” - Casey Meraz
  59. 59. @DarrenShaw_ +DarrenShaw
  60. 60. @DarrenShaw_
  61. 61. @DarrenShaw_
  62. 62. @DarrenShaw_
  63. 63. @DarrenShaw_
  64. 64. @DarrenShaw_
  65. 65. What are some strategies/tactics that used to work well, but don’t seem to work anymore?
  66. 66. CITATIONS
  67. 67. “Citations don't move the needle like they used to. While they seem to be a necessary foundation, they're insufficient to really make differences in search.” – Joel Headley
  68. 68. If you only had time/budget to invest in ONE area of local search, which would you choose?
  69. 69. If you only had time/budget to invest in ONE area of local search, which would you choose? 10 7 6 44 2 1
  70. 70. What are some methods you’re using to try to influence behavioral factors, if any?
  71. 71. @DarrenShaw_
  72. 72. @DarrenShaw_
  73. 73. @DarrenShaw_
  74. 74. How can you influence behavioral factors? @DarrenShaw_
  75. 75.
  76. 76. Whoa
  77. 77. “Tell people to search for a business on Google to get a coupon/discount/add-on that you're offering via Google Posts on your Local Knowledge Panel.” - Mary Bowling
  78. 78. Any comments about where you see Google is headed in the future?
  79. 79. Increased emphasis on behavioral factors @DarrenShaw_
  80. 80. More saturation of the SERPs with ads @DarrenShaw_
  81. 81. Keeping users on Google and sending less traffic to websites @DarrenShaw_
  82. 82. Implementing more features to take a cut of transactions @DarrenShaw_
  83. 83. “Court” - Phil Rozek
  84. 84. Thank you! Darren Shaw Founder, Whitespark @DarrenShaw_