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Bulletproofing Your Local Search Presence for 2015+ 
David Mihm 
@davidmihm 
davidm@moz.com 
David Mihm davidm@moz.com / @davidmihm 27 October 2014 
@davidmihm © SEOmoz, Inc. 2014
Making Your Mark in Google’s Local World 
What I’ll Be Talking About 
1 What local search means to Google 
Key local developments at Google 
2 
2a 
3 
4 Recap 
A closer look at Pigeon 
Long-haul local tactics 
@davidmihm © SEOmoz, Inc. 2014
1. What does local search 
mean to Google? 
@davidmihm © SEOmoz, Inc. 2014
Mobile. 
frequency + engagement + purchase intent = 
50% 25% 75% 
@davidmihm © SEOmoz, Inc. 2014
$ $ $ 
Image: Joi Ito, http://commons.wikimedia.org/wiki/File:Schmidt-Brin-Page-20080520.jpg 
@davidmihm © SEOmoz, Inc. 2014
SEOs’ vision of local search 
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
Google’s vision of local search 
@davidmihm © SEOmoz, Inc. 2014
“ $ ?” “ ?” 
@davidmihm © SEOmoz, Inc. 2014
The foundation for all of this is 
ALREADY HERE. 
@davidmihm © SEOmoz, Inc. 2014
Knowledge Graph 
@davidmihm © SEOmoz, Inc. 2014
August 2013 
@davidmihm © SEOmoz, Inc. 2014
Somewhat recent 
@davidmihm © SEOmoz, Inc. 2014
http://blumenthals.com/blog/2007/12/22/local-authoritative-onebox-im-feeling-lucky-or-not/ December 2007 (!) 
@davidmihm © SEOmoz, Inc. 2014
http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785 Evolution of the Auth. OneBox 
@davidmihm © SEOmoz, Inc. 2014
Sentiment 
@davidmihm © SEOmoz, Inc. 2014
October 2009 
@davidmihm © SEOmoz, Inc. 2014
October 2009 
@davidmihm © SEOmoz, Inc. 2014
Hat tip: Michael Cottam 
October 2010 
@davidmihm © SEOmoz, Inc. 2014
May 2013 
@davidmihm © SEOmoz, Inc. 2014
June 2014 (?) 
@davidmihm © SEOmoz, Inc. 2014
Transaction 
@davidmihm © SEOmoz, Inc. 2014
July 2011 
@davidmihm © SEOmoz, Inc. 2014
June 2012 
@davidmihm © SEOmoz, Inc. 2014 
http://searchengineland.com/google-tests-new-car-leads-product-126070
October 2013 
@davidmihm © SEOmoz, Inc. 2014 
http://searchengineland.com/google-tests-new-car-leads-product-126070
October 2013 
@davidmihm © SEOmoz, Inc. 2014 
http://searchengineland.com/google-tests-new-car-leads-product-126070
Closing the Loop 
@davidmihm © SEOmoz, Inc. 2014
June 2009 
@davidmihm © SEOmoz, Inc. 2014
June 2010 Patent Filed 
@davidmihm © SEOmoz, Inc. 2014
How do you provide “number of website hits” 
in a world where no one visits your website? 
@davidmihm © SEOmoz, Inc. 2014
How do you provide “ranking reports” in a world: 
- without search results? 
- where everyone has different results? 
@davidmihm © SEOmoz, Inc. 2014
Local SEOs need to adapt and evolve. 
@davidmihm © SEOmoz, Inc. 2014
How do you adapt to this world? 
Adjust your mindset to pre-website conversion 
Help Google create knowledge cards for your business(es) 
Optimize your knowledge cards for CTR and conversion 
(Diversify your marketing so you’re NOT reliant on Google) 
@davidmihm © SEOmoz, Inc. 2014
2. Key local developments at Google 
@davidmihm © SEOmoz, Inc. 2014
SEOs Google 
Google+ Failed! 
Google My Business Released! 
Pigeon! 
Google+ Served Its Purpose. 
Backend Is Unified. 
Hummingbird. 
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
Unified login 
Personalized results 
Cross-device tracking 
Spam prevention 
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
2012 2014 
- Realtime updates now possible. 
- Unified Mapmaker backend; many more 
countries 
- Static listing IDs 
- No more custom categories 
@davidmihm © SEOmoz, Inc. 2014
2a. A closer look / sneak peek at Pigeon 
@davidmihm © SEOmoz, Inc. 2014
Google told us that the new local 
search algorithm ties deeper into their 
web search capabilities, including the 
hundreds of ranking signals they use in 
web search along with search features 
such as Knowledge Graph, spelling 
correction, synonyms and more. 
In addition, Google said that this new 
algorithm improves their distance and 
location ranking parameters. 
TL;DR 
Web ranking 
signals 
Knowledge Graph 
Distance : location 
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 
@davidmihm © SEOmoz, Inc. 2014
Mozcast data 
@davidmihm © SEOmoz, Inc. 2014
What 
Mozcast 
Says 
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
Google told us that the new local 
search algorithm ties deeper into their 
web search capabilities, including the 
hundreds of ranking signals they use in 
web search along with search features 
such as Knowledge Graph, spelling 
correction, synonyms and more. 
In addition, Google said that this new 
algorithm improves their distance and 
location ranking parameters. 
TL;DR 
Web ranking 
signals 
Knowledge Graph 
Distance : location 
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 
@davidmihm © SEOmoz, Inc. 2014
2014 LSRF 
Factors INCREASING 
in importance 
since Pigeon 
*Note: across both 
pack and localized 
organic results. 
@davidmihm © SEOmoz, Inc. 2014
Google told us that the new local 
search algorithm ties deeper into their 
web search capabilities, including the 
hundreds of ranking signals they use in 
web search along with search features 
such as Knowledge Graph, spelling 
correction, synonyms and more. 
In addition, Google said that this new 
algorithm improves their distance and 
location ranking parameters. 
TL;DR 
Web ranking 
signals 
Knowledge Graph 
Distance : location 
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 
@davidmihm © SEOmoz, Inc. 2014
Mozcast: 7/23/14 vs 9/11/14 
Breakdown of Changes Among Branded and Geo-Modified Terms 
Terms that GAINED Packs/Carousels 
Terms that GAINED Local AOBs 
Terms that SWITCHED from Local AOBs to Packs/Carousels 
Terms that SWITCHED from Packs/Carousels to Local AOBs 
Terms whose Packs CHANGED numbers 
Terms that LOST Local AOBs 
Terms that LOST Packs/Carousels 
@davidmihm © SEOmoz, Inc. 2014
Mozcast: 7/23/14 vs 9/11/14 
Breakdown of Changes Among Branded and Geo-Modified Terms 
(Knowledge Graph adjustments) 
TLDR; 
Fairly even breakdown of gains and 
losses on these terms. 
@davidmihm © SEOmoz, Inc. 2014
Mozcast: 7/23/14 vs 9/11/14 
Breakdown of Changes Among Geo-Modified Terms 
 Many of these are 
real estate related 
@davidmihm © SEOmoz, Inc. 2014
Mozcast: 7/23/14 vs 9/11/14 
Breakdown of Changes Among Geo-Modified Terms 
 Lots of gains among branded 
terms 
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
Google told us that the new local 
search algorithm ties deeper into their 
web search capabilities, including the 
hundreds of ranking signals they use in 
web search along with search features 
such as Knowledge Graph, spelling 
correction, synonyms and more. 
In addition, Google said that this new 
algorithm improves their distance and 
location ranking parameters. 
TL;DR 
Web ranking 
signals 
Knowledge Graph 
Distance : location 
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 
@davidmihm © SEOmoz, Inc. 2014
Distance : Location 
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
2014 LSRF 
Factors INCREASING 
in importance 
since Pigeon 
*Note: across both 
pack and localized 
organic results. 
@davidmihm © SEOmoz, Inc. 2014
“Convenience Store” 
Tighter radius to location of search 
for generic phrases. 
@davidmihm © SEOmoz, Inc. 2014
“Convenience Store Portland” 
Wider radius to location of search 
for geomodified phrases. 
@davidmihm © SEOmoz, Inc. 2014
Google told us that the new local 
search algorithm ties deeper into their 
web search capabilities, including the 
hundreds of ranking signals they use in 
web search along with search features 
such as Knowledge Graph, spelling 
correction, synonyms and more. 
In addition, Google said that this new 
algorithm improves their distance and 
location ranking parameters. 
TL;DR 
Web ranking 
signals 
Knowledge Graph 
Distance : location 
http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 
@davidmihm © SEOmoz, Inc. 2014
SEOs Google 
Google+ Failed! 
Google My Business Released! 
Pigeon! 
Google+ Served Its Purpose. 
Backend Is Unified. 
Hummingbird. 
@davidmihm © SEOmoz, Inc. 2014
Photo credit: P. Slawinski 
http://pslawinski.smugmug.com/ 
@davidmihm © SEOmoz, Inc. 2014
1.Search results in search results 
2.Well-optimized regional-vertical directories 
3.Less blending 
http://moz.com/blog/local-hummingbird-results 
@davidmihm © SEOmoz, Inc. 2014
“Brands are how you sort out the 
cesspool of the Internet.” 
--Eric Schmidt, Oct. 2008 
@davidmihm © SEOmoz, Inc. 2014
“This is what you’re 
left with when you try 
to do that in Local.” 
--David Mihm, Oct. 2014 
"Père-Lachaise - Divison 90 - Lahovary 09" by Antonin Mercié. Wikimedia Commons. 
{ pigeon poo } 
@davidmihm © SEOmoz, Inc. 2014
Why does this… 
http://searchengineland.com/expedia-becomes-new-york-city-hotel-googles-pigeon-local-update-198339 
@davidmihm © SEOmoz, Inc. 2014
…and this… 
http://blumenthals.com/blog/2014/07/31/google-pigeon-poo/ 
@davidmihm © SEOmoz, Inc. 2014
…and this… 
@davidmihm © SEOmoz, Inc. 2014
…and this… 
Chris Silver Smith 
http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414 
@davidmihm © SEOmoz, Inc. 2014
Chris Silver Smith 
http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414 
…and this… 
@davidmihm © SEOmoz, Inc. 2014
…and this… 
(From my 
December 2013 
post) 
@davidmihm © SEOmoz, Inc. 2014
…happen? 
BRAND preference. 
Web signals, i.e. links, have NEVER been good at 
identifying worthy local businesses. 
Directories’ internal links are more powerful than all 
but a handful of inbound links to local businesses. 
@davidmihm © SEOmoz, Inc. 2014
3. Long-haul Local Tactics 
Photo credit: P. Slawinski 
http://pslawinski.smugmug.com/ 
@davidmihm © SEOmoz, Inc. 2014
(Core ranking factors have not changed THAT much.) 
One that has: 
Clickthrough rate / behavior 
@davidmihm © SEOmoz, Inc. 2014
Long-Haul Local Tactics 
Help Google generate knowledge cards for your business(es) 
Site Architecture 
Structured Data 
Optimize your knowledge cards for CTR and conversion 
Get Reviews 
Photos and Snippets 
Barnacle onto Brands 
@davidmihm © SEOmoz, Inc. 2014
Site Architecture 
• Crawlable, traditional directories 
Home 
Stores 
• Unique page for each location 
Help Google generate knowledge cards 
• Title: “Brand – Keyword(s) in City, ST” 
• Full “NAP” for each location in Schema 
• Rich content 
• Optimize for conversions 
Domino’s Pizza – Delivery, … Chicago, IL 
Welcome to Domino’s Chicago Northside! 
Get Driving 
Directions 
PLACE AN ORDER 
Domino’s Pizza – Chicago, IL 
Domino’s Pizza – Chicago, IL 
Domino’s Pizza 
1415 W Irving Park Rd 
Chicago, IL 60613 
(773) 871-3030 
(From the Manager) 
Domino’s Pizza – Chicago, IL 
Get Driving 
Directions 
Domino’s Pizza 
1415 W Irving Park Rd 
Chicago, PLACE IL AN 60613 
ORDER 
(773) 871-3030 
Open Daily 
1030 am – 130 am 
Domino’s Pizza 
1415 W Irving Park Rd 
Chicago, IL 60613 
(773) 871-3030 
Welcome to Domino’s Chicago Northside! 
Open Daily 
1030 am – 130 am 
(From the Manager) 
Get Driving 
Directions 
PLACE AN ORDER 
@davidmihm © SEOmoz, Inc. 2014
Help Google generate knowledge cards 
@davidmihm © SEOmoz, Inc. 2014
Structured Data 
Help Google generate knowledge cards 
Google My Business 
https://www.google.com/local/manage/ 
@davidmihm © SEOmoz, Inc. 2014
Help Google generate knowledge cards 
Google My Business 
is only part of the 
equation. 
Source: Google Patent Application 60658214 
“Generating Structured Information” 
Structured Data 
@davidmihm © SEOmoz, Inc. 2014
What this: 
really looks like… 
@davidmihm © SEOmoz, Inc. 2014
Interesting Post-Pigeon Data Point 
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
Optimize your knowledge cards for CTR and conversion 
Get Reviews. Why? 
• 79% of people trust reviews as 
much as personal recommendations 
• Visual impact on clickthrough rate 
• Snippets and relevance 
• (Also, rankings!) 
Source: http://searchengineland.com/2013-study-79-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-164565 
Source: http://moz.com/local-search-ranking-factors 
@davidmihm © SEOmoz, Inc. 2014
Optimize your knowledge cards for CTR and conversion 
Get Reviews. Where? 
@davidmihm © SEOmoz, Inc. 2014
Optimize your knowledge cards for CTR and conversion 
(Another) Interesting Post-Pigeon Data Point 
@davidmihm © SEOmoz, Inc. 2014
@davidmihm © SEOmoz, Inc. 2014
Optimize your knowledge cards for CTR and conversion 
Photos 
http://glassalmanac.com/zip-code-glass-experience/1143/ 
http://www.localseoguide.com/new-google-mobile-local-results/ 
@davidmihm © SEOmoz, Inc. 2014
Optimize your knowledge cards for CTR and conversion 
Photos 
http://glassalmanac.com/zip-code-glass-experience/1143/ 
http://www.localseoguide.com/new-google-mobile-local-results/ 
@davidmihm © SEOmoz, Inc. 2014
Barnacle onto Brands 
h/t Will Scott and Justin Sanger for the term “Barnacle” in Local 
@davidmihm © SEOmoz, Inc. 2014
4. Recap 
@davidmihm © SEOmoz, Inc. 2014
GMB SIGNALS 
CITATIONS 
CENTROID SEARCHER 
@davidmihm © SEOmoz, Inc. 2014 
BEHAVIORAL 
LINKS 
ON-PAGE REVIEWS 
Algorithmic 
Evolution 
2008 – 10 Pack Introduction 
2012 – Stability Post-Venice 
2014 – Pigeon
Algorithmic 
Evolution 
2008 – 10 Pack Introduction 
2012 – Stability Post-Venice 
2014 – Pigeon 
GMB SIGNALS 
CITATIONS 
CENTROID SEARCHER 
@davidmihm © SEOmoz, Inc. 2014 
BEHAVIORAL 
LINKS 
ON-PAGE REVIEWS 
2015+ – My Prediction
Recap 
Google is thinking way beyond your website. 
Rankings and on-site conversions are now just 
directional indicators of success. 
Need a a broader overall business impact assessment 
than web analytics provides. 
@davidmihm © SEOmoz, Inc. 2014
Recap 
Proximity is shifting dramatically towards searcher. 
Content, authority can pull-in geomodifying searchers 
where the radius is wider. 
@davidmihm © SEOmoz, Inc. 2014
Recap 
Brand signals are on the rise. 
This rewards 
1. Directories 
(Consider barnacling for success) 
2. National brands with strong Local SEO 
3. Branded anchor text 
4. Branded searches 
5. Clickthrough rate 
@davidmihm © SEOmoz, Inc. 2014
Recap 
Reviews continue to grow in importance. 
Google seems to be using review content to assess 
categorical relevance. 
@davidmihm © SEOmoz, Inc. 2014
Pigeon is coming. 
Take screenshots of your top keywords NOW to assess 
before-and-after. 
When it hits…study—don’t complain about—the crazy 
Authoritative OneBoxes. 
These are valuable learning opportunities 
(Jack Regan, Leucadia); 
the algorithm will mature eventually. 
@davidmihm © SEOmoz, Inc. 2014
Order of Operations 
Prioritize 
Conversion 
Photos 
(Barnacle) 
Optimize Your 
Review Process 
Research top 
industry sites 
Integrate into CRM 
Manage 
Location Data 
Google My 
Business 
Major 
aggregators 
Important 
directories 
Optimize Store 
Locator 
Crawlable structure 
One location, 
one page 
Title Tags 
NAP in Schema.org 
Optimize for 
converstions 
@davidmihm © SEOmoz, Inc. 2014
Thank you! 
davidm@moz.com 
moz.com/local 
Ongoing Resources 
Moz.com/blog 
@davidmihm © SEOmoz, Inc. 2014

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SearchLove London | David Mihm, 'Bulletproofing Your Local Search Presence in 2015'

  • 1. Bulletproofing Your Local Search Presence for 2015+ David Mihm @davidmihm davidm@moz.com David Mihm davidm@moz.com / @davidmihm 27 October 2014 @davidmihm © SEOmoz, Inc. 2014
  • 2. Making Your Mark in Google’s Local World What I’ll Be Talking About 1 What local search means to Google Key local developments at Google 2 2a 3 4 Recap A closer look at Pigeon Long-haul local tactics @davidmihm © SEOmoz, Inc. 2014
  • 3. 1. What does local search mean to Google? @davidmihm © SEOmoz, Inc. 2014
  • 4. Mobile. frequency + engagement + purchase intent = 50% 25% 75% @davidmihm © SEOmoz, Inc. 2014
  • 5. $ $ $ Image: Joi Ito, http://commons.wikimedia.org/wiki/File:Schmidt-Brin-Page-20080520.jpg @davidmihm © SEOmoz, Inc. 2014
  • 6. SEOs’ vision of local search @davidmihm © SEOmoz, Inc. 2014
  • 8. Google’s vision of local search @davidmihm © SEOmoz, Inc. 2014
  • 9. “ $ ?” “ ?” @davidmihm © SEOmoz, Inc. 2014
  • 10. The foundation for all of this is ALREADY HERE. @davidmihm © SEOmoz, Inc. 2014
  • 11. Knowledge Graph @davidmihm © SEOmoz, Inc. 2014
  • 12. August 2013 @davidmihm © SEOmoz, Inc. 2014
  • 13. Somewhat recent @davidmihm © SEOmoz, Inc. 2014
  • 16. Sentiment @davidmihm © SEOmoz, Inc. 2014
  • 17. October 2009 @davidmihm © SEOmoz, Inc. 2014
  • 18. October 2009 @davidmihm © SEOmoz, Inc. 2014
  • 19. Hat tip: Michael Cottam October 2010 @davidmihm © SEOmoz, Inc. 2014
  • 20. May 2013 @davidmihm © SEOmoz, Inc. 2014
  • 21. June 2014 (?) @davidmihm © SEOmoz, Inc. 2014
  • 22. Transaction @davidmihm © SEOmoz, Inc. 2014
  • 23. July 2011 @davidmihm © SEOmoz, Inc. 2014
  • 24. June 2012 @davidmihm © SEOmoz, Inc. 2014 http://searchengineland.com/google-tests-new-car-leads-product-126070
  • 25. October 2013 @davidmihm © SEOmoz, Inc. 2014 http://searchengineland.com/google-tests-new-car-leads-product-126070
  • 26. October 2013 @davidmihm © SEOmoz, Inc. 2014 http://searchengineland.com/google-tests-new-car-leads-product-126070
  • 27. Closing the Loop @davidmihm © SEOmoz, Inc. 2014
  • 28. June 2009 @davidmihm © SEOmoz, Inc. 2014
  • 29. June 2010 Patent Filed @davidmihm © SEOmoz, Inc. 2014
  • 30. How do you provide “number of website hits” in a world where no one visits your website? @davidmihm © SEOmoz, Inc. 2014
  • 31. How do you provide “ranking reports” in a world: - without search results? - where everyone has different results? @davidmihm © SEOmoz, Inc. 2014
  • 32. Local SEOs need to adapt and evolve. @davidmihm © SEOmoz, Inc. 2014
  • 33. How do you adapt to this world? Adjust your mindset to pre-website conversion Help Google create knowledge cards for your business(es) Optimize your knowledge cards for CTR and conversion (Diversify your marketing so you’re NOT reliant on Google) @davidmihm © SEOmoz, Inc. 2014
  • 34. 2. Key local developments at Google @davidmihm © SEOmoz, Inc. 2014
  • 35. SEOs Google Google+ Failed! Google My Business Released! Pigeon! Google+ Served Its Purpose. Backend Is Unified. Hummingbird. @davidmihm © SEOmoz, Inc. 2014
  • 37. Unified login Personalized results Cross-device tracking Spam prevention @davidmihm © SEOmoz, Inc. 2014
  • 39. 2012 2014 - Realtime updates now possible. - Unified Mapmaker backend; many more countries - Static listing IDs - No more custom categories @davidmihm © SEOmoz, Inc. 2014
  • 40. 2a. A closer look / sneak peek at Pigeon @davidmihm © SEOmoz, Inc. 2014
  • 41. Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters. TL;DR Web ranking signals Knowledge Graph Distance : location http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 @davidmihm © SEOmoz, Inc. 2014
  • 42. Mozcast data @davidmihm © SEOmoz, Inc. 2014
  • 43. What Mozcast Says @davidmihm © SEOmoz, Inc. 2014
  • 47. Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters. TL;DR Web ranking signals Knowledge Graph Distance : location http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 @davidmihm © SEOmoz, Inc. 2014
  • 48. 2014 LSRF Factors INCREASING in importance since Pigeon *Note: across both pack and localized organic results. @davidmihm © SEOmoz, Inc. 2014
  • 49. Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters. TL;DR Web ranking signals Knowledge Graph Distance : location http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 @davidmihm © SEOmoz, Inc. 2014
  • 50. Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Branded and Geo-Modified Terms Terms that GAINED Packs/Carousels Terms that GAINED Local AOBs Terms that SWITCHED from Local AOBs to Packs/Carousels Terms that SWITCHED from Packs/Carousels to Local AOBs Terms whose Packs CHANGED numbers Terms that LOST Local AOBs Terms that LOST Packs/Carousels @davidmihm © SEOmoz, Inc. 2014
  • 51. Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Branded and Geo-Modified Terms (Knowledge Graph adjustments) TLDR; Fairly even breakdown of gains and losses on these terms. @davidmihm © SEOmoz, Inc. 2014
  • 52. Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Geo-Modified Terms  Many of these are real estate related @davidmihm © SEOmoz, Inc. 2014
  • 53. Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Geo-Modified Terms  Lots of gains among branded terms @davidmihm © SEOmoz, Inc. 2014
  • 58. Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters. TL;DR Web ranking signals Knowledge Graph Distance : location http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 @davidmihm © SEOmoz, Inc. 2014
  • 59. Distance : Location @davidmihm © SEOmoz, Inc. 2014
  • 61. 2014 LSRF Factors INCREASING in importance since Pigeon *Note: across both pack and localized organic results. @davidmihm © SEOmoz, Inc. 2014
  • 62. “Convenience Store” Tighter radius to location of search for generic phrases. @davidmihm © SEOmoz, Inc. 2014
  • 63. “Convenience Store Portland” Wider radius to location of search for geomodified phrases. @davidmihm © SEOmoz, Inc. 2014
  • 64. Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters. TL;DR Web ranking signals Knowledge Graph Distance : location http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 @davidmihm © SEOmoz, Inc. 2014
  • 65. SEOs Google Google+ Failed! Google My Business Released! Pigeon! Google+ Served Its Purpose. Backend Is Unified. Hummingbird. @davidmihm © SEOmoz, Inc. 2014
  • 66. Photo credit: P. Slawinski http://pslawinski.smugmug.com/ @davidmihm © SEOmoz, Inc. 2014
  • 67. 1.Search results in search results 2.Well-optimized regional-vertical directories 3.Less blending http://moz.com/blog/local-hummingbird-results @davidmihm © SEOmoz, Inc. 2014
  • 68. “Brands are how you sort out the cesspool of the Internet.” --Eric Schmidt, Oct. 2008 @davidmihm © SEOmoz, Inc. 2014
  • 69. “This is what you’re left with when you try to do that in Local.” --David Mihm, Oct. 2014 "Père-Lachaise - Divison 90 - Lahovary 09" by Antonin Mercié. Wikimedia Commons. { pigeon poo } @davidmihm © SEOmoz, Inc. 2014
  • 70. Why does this… http://searchengineland.com/expedia-becomes-new-york-city-hotel-googles-pigeon-local-update-198339 @davidmihm © SEOmoz, Inc. 2014
  • 72. …and this… @davidmihm © SEOmoz, Inc. 2014
  • 73. …and this… Chris Silver Smith http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414 @davidmihm © SEOmoz, Inc. 2014
  • 74. Chris Silver Smith http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414 …and this… @davidmihm © SEOmoz, Inc. 2014
  • 75. …and this… (From my December 2013 post) @davidmihm © SEOmoz, Inc. 2014
  • 76. …happen? BRAND preference. Web signals, i.e. links, have NEVER been good at identifying worthy local businesses. Directories’ internal links are more powerful than all but a handful of inbound links to local businesses. @davidmihm © SEOmoz, Inc. 2014
  • 77. 3. Long-haul Local Tactics Photo credit: P. Slawinski http://pslawinski.smugmug.com/ @davidmihm © SEOmoz, Inc. 2014
  • 78. (Core ranking factors have not changed THAT much.) One that has: Clickthrough rate / behavior @davidmihm © SEOmoz, Inc. 2014
  • 79. Long-Haul Local Tactics Help Google generate knowledge cards for your business(es) Site Architecture Structured Data Optimize your knowledge cards for CTR and conversion Get Reviews Photos and Snippets Barnacle onto Brands @davidmihm © SEOmoz, Inc. 2014
  • 80. Site Architecture • Crawlable, traditional directories Home Stores • Unique page for each location Help Google generate knowledge cards • Title: “Brand – Keyword(s) in City, ST” • Full “NAP” for each location in Schema • Rich content • Optimize for conversions Domino’s Pizza – Delivery, … Chicago, IL Welcome to Domino’s Chicago Northside! Get Driving Directions PLACE AN ORDER Domino’s Pizza – Chicago, IL Domino’s Pizza – Chicago, IL Domino’s Pizza 1415 W Irving Park Rd Chicago, IL 60613 (773) 871-3030 (From the Manager) Domino’s Pizza – Chicago, IL Get Driving Directions Domino’s Pizza 1415 W Irving Park Rd Chicago, PLACE IL AN 60613 ORDER (773) 871-3030 Open Daily 1030 am – 130 am Domino’s Pizza 1415 W Irving Park Rd Chicago, IL 60613 (773) 871-3030 Welcome to Domino’s Chicago Northside! Open Daily 1030 am – 130 am (From the Manager) Get Driving Directions PLACE AN ORDER @davidmihm © SEOmoz, Inc. 2014
  • 81. Help Google generate knowledge cards @davidmihm © SEOmoz, Inc. 2014
  • 82. Structured Data Help Google generate knowledge cards Google My Business https://www.google.com/local/manage/ @davidmihm © SEOmoz, Inc. 2014
  • 83. Help Google generate knowledge cards Google My Business is only part of the equation. Source: Google Patent Application 60658214 “Generating Structured Information” Structured Data @davidmihm © SEOmoz, Inc. 2014
  • 84. What this: really looks like… @davidmihm © SEOmoz, Inc. 2014
  • 85. Interesting Post-Pigeon Data Point @davidmihm © SEOmoz, Inc. 2014
  • 88. Optimize your knowledge cards for CTR and conversion Get Reviews. Why? • 79% of people trust reviews as much as personal recommendations • Visual impact on clickthrough rate • Snippets and relevance • (Also, rankings!) Source: http://searchengineland.com/2013-study-79-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-164565 Source: http://moz.com/local-search-ranking-factors @davidmihm © SEOmoz, Inc. 2014
  • 89. Optimize your knowledge cards for CTR and conversion Get Reviews. Where? @davidmihm © SEOmoz, Inc. 2014
  • 90. Optimize your knowledge cards for CTR and conversion (Another) Interesting Post-Pigeon Data Point @davidmihm © SEOmoz, Inc. 2014
  • 92. Optimize your knowledge cards for CTR and conversion Photos http://glassalmanac.com/zip-code-glass-experience/1143/ http://www.localseoguide.com/new-google-mobile-local-results/ @davidmihm © SEOmoz, Inc. 2014
  • 93. Optimize your knowledge cards for CTR and conversion Photos http://glassalmanac.com/zip-code-glass-experience/1143/ http://www.localseoguide.com/new-google-mobile-local-results/ @davidmihm © SEOmoz, Inc. 2014
  • 94. Barnacle onto Brands h/t Will Scott and Justin Sanger for the term “Barnacle” in Local @davidmihm © SEOmoz, Inc. 2014
  • 95. 4. Recap @davidmihm © SEOmoz, Inc. 2014
  • 96. GMB SIGNALS CITATIONS CENTROID SEARCHER @davidmihm © SEOmoz, Inc. 2014 BEHAVIORAL LINKS ON-PAGE REVIEWS Algorithmic Evolution 2008 – 10 Pack Introduction 2012 – Stability Post-Venice 2014 – Pigeon
  • 97. Algorithmic Evolution 2008 – 10 Pack Introduction 2012 – Stability Post-Venice 2014 – Pigeon GMB SIGNALS CITATIONS CENTROID SEARCHER @davidmihm © SEOmoz, Inc. 2014 BEHAVIORAL LINKS ON-PAGE REVIEWS 2015+ – My Prediction
  • 98. Recap Google is thinking way beyond your website. Rankings and on-site conversions are now just directional indicators of success. Need a a broader overall business impact assessment than web analytics provides. @davidmihm © SEOmoz, Inc. 2014
  • 99. Recap Proximity is shifting dramatically towards searcher. Content, authority can pull-in geomodifying searchers where the radius is wider. @davidmihm © SEOmoz, Inc. 2014
  • 100. Recap Brand signals are on the rise. This rewards 1. Directories (Consider barnacling for success) 2. National brands with strong Local SEO 3. Branded anchor text 4. Branded searches 5. Clickthrough rate @davidmihm © SEOmoz, Inc. 2014
  • 101. Recap Reviews continue to grow in importance. Google seems to be using review content to assess categorical relevance. @davidmihm © SEOmoz, Inc. 2014
  • 102. Pigeon is coming. Take screenshots of your top keywords NOW to assess before-and-after. When it hits…study—don’t complain about—the crazy Authoritative OneBoxes. These are valuable learning opportunities (Jack Regan, Leucadia); the algorithm will mature eventually. @davidmihm © SEOmoz, Inc. 2014
  • 103. Order of Operations Prioritize Conversion Photos (Barnacle) Optimize Your Review Process Research top industry sites Integrate into CRM Manage Location Data Google My Business Major aggregators Important directories Optimize Store Locator Crawlable structure One location, one page Title Tags NAP in Schema.org Optimize for converstions @davidmihm © SEOmoz, Inc. 2014
  • 104. Thank you! davidm@moz.com moz.com/local Ongoing Resources Moz.com/blog @davidmihm © SEOmoz, Inc. 2014