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Brand is King - How to Rule In the New Era of Local Search - Mary Bowling - Mozcon 2019

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Optimizing your brand placement is crucial for Google Success!

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Brand is King - How to Rule In the New Era of Local Search - Mary Bowling - Mozcon 2019

  1. 1. Mary Bowling How to Rule in the New Era of Local Search Brand is King
  2. 2. @MaryBowling Website 2
  3. 3. @MaryBowling Answers in the SERPs 3
  4. 4. @MaryBowling Is Google Hijacking Your Brand’s Traffic? 4
  5. 5. @MaryBowling Sort Of… 5
  6. 6. @MaryBowling 90% of US Search traffic Google ~59% YouTube ~ 4% G Images ~27% 6
  7. 7. @MaryBowling Local Biz KPIs Form fills FB Messaging Clicks to call Driving directions 7
  8. 8. @MaryBowling Local Biz Conversions Google 70% Website 25% 8
  9. 9. @MaryBowling Fine Tune SERPs Accurate Appealing Complete 9
  10. 10. Google Local Search Algorithms 10
  11. 11. @MaryBowling Some thing in some place Local Search: 11
  12. 12. @MaryBowling Model the Real World Real things in real places 12
  13. 13. @MaryBowling Best Businesses Should Rank Best 13
  14. 14. @MaryBowling Poor Proxies 14
  15. 15. @MaryBowling Badly Distorted 2004 - 2014 15
  16. 16. @MaryBowling Local Search Algo Remains the same Relevance 16
  17. 17. @MaryBowling #1 Relevance Does the business provide the products, services or attributes the searcher is asking for? 17
  18. 18. @MaryBowling How Does Google Know? What you & others say 18
  19. 19. @MaryBowling #2 Prominence Is the business well-known and well-regarded within its local market area and its industry? 19
  20. 20. @MaryBowling How Does Google Know? What others say & where it’s said 20
  21. 21. @MaryBowling #3 Proximity (Defines Local Algo) Is the business close enough to the searcher to be considered a good answer for their search query? 21
  22. 22. @Mary Bowling How Close is Close Enough? It depends 22
  23. 23. @Mary Bowling Near me In Harrisonburg Open nowBest Cheapest Query Relevance Prominence Competition 23
  24. 24. Google Knowledge Graph Local Search Comes into Focus - 2012 2324
  25. 25. @Mary Bowling Things Not Strings Entities & Relationships 25 Wilma Flintstone lives in Bedrock
  26. 26. @Mary Bowling Website = KG of the Brand 26
  27. 27. @MaryBowling Topical Layers Announced 2018 27
  28. 28. @Mary Bowling To Rank an Entity Optimize it’s Brand 28
  29. 29. @Mary Bowling Local Features Stagnate 2011 - 2014 29
  30. 30. Google Doubles Down on Local 2015 - Present 30
  31. 31. @MaryBowling Presentation Layer 2015- 2019 31
  32. 32. @MaryBowling Increased Focus On Reviews 2015- 2017 32
  33. 33. @MaryBowling Brand Reputation Kicks In “For websites to get the highest possible rating, Google is looking at reputation as well.” 2015 Google Quality Rater Guidelines 33
  34. 34. @MaryBowling Transaction & Engagement Layer 2015- 2019 34
  35. 35. @MaryBowling Google Local Ads Expansion 2015 - 2019 35
  36. 36. @MaryBowling Newish Google Local Features 36
  37. 37. @MaryBowling Why Did Google Jump In? Image:donkeyru 37
  38. 38. @MaryBowling “We are moving from a company that helps you find answers to a company that helps you get things done…” Google CEO 2019 38
  39. 39. @MaryBowling Prove value Extract Answers & Actions Extract GMB ProfitsExtract profit 39
  40. 40. @MaryBowling Insert Itself Into Tran$actions 40
  41. 41. @MaryBowling $ell More Ads 41
  42. 42. @MaryBowling Create a $ubscription Model? 42
  43. 43. Boost Your Local Brand On Google in 2019 43
  44. 44. @MaryBowling Local Brand Awareness + Reputation 44
  45. 45. @MaryBowling Google Loves Brands 45
  46. 46. @MaryBowling “The internet is a cesspool where false information thrives… Brands are how you sort out the cesspool.” Google CEO 2008 46
  47. 47. @MaryBowling What’s Your Brand’s Story on Google? 47
  48. 48. @MaryBowling Google Brand Page What answers are in your SERPs? 48
  49. 49. @Mary Bowling 49 Mobile Brand Page
  50. 50. @MaryBowling •What Google knows about you •What’s important to searchers •How people regard you •Missed opportunities •Competitor comparisons 50
  51. 51. @MaryBowling 51 Control What You Can Own Info Reviews Listings/News
  52. 52. @MaryBowling Review Your Organic “Ads” •Customer focus •Phone number •Service area •Call to action 52
  53. 53. @MaryBowling Critical Image GMB Cover Photo 53
  54. 54. @Mary Bowling Other GMB Photos What do searchers want to see? 54
  55. 55. @MaryBowling Listings With Stars •Respond to reviews •Add photos & details 55
  56. 56. @MaryBowling Listings w/o Stars Encourage more reviews Add photos & details 56
  57. 57. @MaryBowling Stars on Own URLs in SERPs •Proper Schema •No review-gating •Easier with a platform 57
  58. 58. @MaryBowling Google Posts Better than blogging 58
  59. 59. @MaryBowling Google Q&A Answer or someone else will 59
  60. 60. @MaryBowling Ask & Answer for Your Brand You are the brand authority 60
  61. 61. @MaryBowling Monitor Q&A Unsuitable stuff can be flagged 61
  62. 62. @MaryBowling Monitor Q & A Many sales opportunities 62
  63. 63. GMB Profile Messaging Image: BrotherUK @MaryBowling Turn on & off as needed 63
  64. 64. @MaryBowling GMB Bookings Automate scheduling 64
  65. 65. @MaryBowling GMB Products Feed brand answers to Google 65
  66. 66. @MaryBowling GMB Services Feed brand answers to Google 66
  67. 67. @MaryBowling Give Google More Info Google gives searchers more answers Google My Business Website 67
  68. 68. @MaryBowling Thanks, 68
  69. 69. @MaryBowling Encourage Brand Searches “Search for Kauffman Gas on Google to get a money-saving coupon.” With offline marketing 69
  70. 70. @MaryBowling Encourage Location Visits •Sales •Contests •Events 70
  71. 71. @MaryBowling 71
  72. 72. @MaryBowling Approaching Reality 72 2019
  73. 73. @MaryBowling “The key for us is to remember, SEO was never really about the search engines. It's always been about optimizing the business.” Will Scott 73 BRAND
  74. 74. @MaryBowling Strategy Be the best brand! 74
  75. 75. @MaryBowling Clicks? Photo: Colin Adland 75
  76. 76. @MaryBowling Photo: Colin Adland We don’t need no stinking clicks … 76
  77. 77. @MaryBowling Thanks!

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