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@davidmihm! © SEOmoz, Inc. 2015!
Local Search in 2016

Shiny Objects May Be Closer Than They
Appear!
DAVID MIHM!
DIRECTOR ...
http://www.davidmihm.com/local-search-ranking-factors-2008.shtml!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
The easiest, cheapest, quickest way to
get the most new customers.!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
WE ARE IN THE MIDDLE OF
TWO PARADIGM SHIFTS!
https://www.flickr.com/photos/pagedooley/18634815839/!
@davidmihm! © SEOmoz, I...
WITHIN GOOGLE!
A) Getting visibility in
high-value organic
results is much
harder.!
!
B) Organic “local
search results” ar...
BEYOND GOOGLE!
Need to backfill the
inevitable loss of Google
organic local search traffic
coming in the next few
years.!
@d...
IN A LOT OF WAYS, THESE TWO SHIFTS ARE CONNECTED.!
@davidmihm! © SEOmoz, Inc. 2015!
PART I: THE SHIFT 

WITHIN GOOGLE!
@davidmihm! © SEOmoz, Inc. 2015!
A) Visibility is getting harder.!
@davidmihm! © SEOmoz, Inc. 2015!
Brand and Conversational Search!
@davidmihm! © SEOmoz, Inc. 2015!
Users

(and Brands)!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
http://www.rimmkaufman.com/blog/google-local-pack-map-changes-cause-steep-decline-organic...
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
NOPE.!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
None of this changes the basic elements of a
local search campaign.!
!
They are table stakes.!
Are	
  you	
  findable	
  on...
What are the stakes?!
Discoverable, authoritative page per location!
Accurate location data across the ecosystem!
Handful ...
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
“Other stuff” increasingly matters:!
Domain Authority (Brands)

Location Authority (SMBs)!
Brand / Behavior!
Brand searche...
Behavioral Signals!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
https://moz.com/blog/google-may-use-your-behavior-to-impact-search-rankings-whiteboard-fr...
@davidmihm! © SEOmoz, Inc. 2015!
http://www.slideshare.net/darrenshaw1/darren-shaw-user-behavior-and-local-search-dallas-s...
@davidmihm! © SEOmoz, Inc. 2015!
“Other stuff” increasingly matters:!
Domain Authority (Brands)

Location Authority (SMBs)!
Brand / Behavior!
Brand searche...
Unstructured Citations!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
B) Organic local search results are
becoming unrecognizable.!
@davidmihm! © SEOmoz, Inc. 2015!
GOOGLE’S SHINY
OBJECTS:

!
!
!
!
!
!
!
!
!
!
!
WHAT DO THEY
ADD UP TO?!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Unified login!
Personalized results!
Cross-device tracking!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711!
@davidmihm! © SEOmoz, In...
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Image courtesy Mike Blumenthal, blumenthals.com!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Google’s Local Search!
LASER!
@davidmihm! © SEOmoz, Inc. 2015!
“ $ ?”! “ ?”!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Image courtesy Mike Blumenthal, blumenthals.com!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
PART II: BEYOND GOOGLE!
(Everyone else’s shiny objects)!
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http://searchengineland.com/bing-five-years-old-193114!
@davidmihm! © SEOmoz, Inc. 2015!
“The age of [users] going to Google
on your desktop and finding [their]
way to Yelp – while it’s not over –
we’ve sort of h...
source:	
  internetlivestats.com	
  
@davidmihm! © SEOmoz, Inc. 2015!
http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is!
@davidmihm! © SEOmoz, I...
http://appleinsider.com/articles/15/06/16/apples-siri-spotlight-extend-google-like-search-inside-ios-9-apps-without-tracki...
http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
http://viewfromthewing.boardingarea.com/2015/09/01/hilton-launches-new-partnership-with-uber-gives-you-access-to-uber-data...
For most of us, unpaid local search traffic

from Google WILL decline.!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
For most of us, unpaid local search traffic

from Google WILL decline.!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
*!
!
* WHICH, OH BY THE WAY, LEADS

TO BETTER RANKINGS AT GOOGLE!
HOW DO YOU COMBAT THIS
FRAGMENTATION?!


HOW DO YOU AVOI...
PART III: THE PLAN!
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@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Authority!
Barnacles:

Review

Profiles

(Yelp)!
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Authority Barnacles: Activity (Facebook, e.g.)!
@davidmihm! © SEOmoz, Inc. 2015!
Authority Barnacles: Features (3rd-Party Content)!
@davidmihm! © SEOmoz, Inc. 2015!
Authority Barnacle Tactics!
1)  Customer Engagement (Reviews)!
2)  Customer Engagement (A...
Customer Engagement (Reviews)!
First Barnacle: Yelp!
@davidmihm! © SEOmoz, Inc. 2015!
http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf!
@davidmihm! © SEOmoz, Inc. 2015!
“Who had a ...
(h/t Professor Maps)!
@davidmihm! © SEOmoz, Inc. 2015!
Who had a positive experience? (by hand)!
@davidmihm! © SEOmoz, Inc. 2015!
Who had a positive experience? (via Facebook)!
@davidmihm! © SEOmoz, Inc. 2015!
(Reviews on Other Platforms)!
@davidmihm! © SEOmoz, Inc. 2015!
Enter FullContact!
@davidmihm! © SEOmoz, Inc. 2015!
Enter FullContact!
http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
http://marketingland.com/incentivized-check-ins-white-hat-trick-getting-reviews-yelp-1206...
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCAQFjAA&url=http%3A%2F%2Fwww.yelp.com...
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web

&cd=1&cad=rja&uact=8&ved=

0CB8QFjAAahUKEwjTkq2KserHAhVLmYgKHT...
@davidmihm! © SEOmoz, Inc. 2015!
Review-Focused CRM!
Get Five Stars!
Customer Engagement (Activity)!
Second Barnacle: Facebook / Instagram!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
- Kill a much-beloved lion in Zimbabwe!
- Offer free check-up for recently-returned vets!...
@davidmihm! © SEOmoz, Inc. 2015!
Amplify Your Engagement!
Run sponsored image ads on Instagram!
!
!
Use your CRM:!
!
- Ret...
Influencer Content-Producers (Features)!
Third Barnacle: Content!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Captive Influencers:

Facebook Connections!
h"ps://www.facebook.com/search/112548152092705...
@davidmihm! © SEOmoz, Inc. 2015!
New Influencers:

Facebook “Connections”!
h"ps://www.facebook.com/search/112548152092705/r...
http://www.intel-sw.com/blog/facebook-search/!
@davidmihm! © SEOmoz, Inc. 2015!
Authority Barnacles:!
The Impact on Search Results!
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@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Case Study!
Mae PDX!
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@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Net – Net – Net!
What Should You Focus On?!
@davidmihm! © SEOmoz, Inc. 2015!
TABLE STAKES!
Store Locator!
Location Data!
R...
@davidmihm! © SEOmoz, Inc. 2015!
© SEOmoz, Inc. 2015!
Thank You!
DAVID MIHM!
DAVIDM@MOZ.COM!
@DAVIDMIHM!
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Asking for Yelp Reviews:

The Blackish Hat Way!

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