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Mozcon 2019 - Factors that Affect the Local Algorithm that Don't Impact Organic

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Google’s local algorithm is a horse of a different color when compared with the organic algo most SEOs are familiar with. Joy will share results from a Sterling Sky study on how proximity varies greatly when comparing local and organic results, how reviews impact ranking (complete with data points from testing), how spam is running wild (and how it negatively impacts real businesses), and more.

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Mozcon 2019 - Factors that Affect the Local Algorithm that Don't Impact Organic

  1. 1. @joyannehawkins 7 Factors that Affect Local Algorithm That Don’t Impact ORGANIC
  2. 2. @joyannehawkins
  3. 3. @joyannehawkins
  4. 4. @joyannehawkins Organic Local
  5. 5. @joyannehawkins “ We found that only 8% of our local pack results had a website that searchers could access from the SERP itself. https://moz.com/white-papers/distance-intent-local-pack
  6. 6. @joyannehawkins “ Of that 8%, only 12% had an organic rank in the top 20. https://moz.com/white-papers/distance-intent-local-pack
  7. 7. @joyannehawkins Our Place “Home sweet home” 1.Proximity 2.Rank Tracking 3.GMB Landing Page 4.Reviews 5.The Filter 6.Keyword Stuffing 7.Fake Listings
  8. 8. @joyannehawkins Proximity 1
  9. 9. @joyannehawkins Our Place “Home sweet home”
  10. 10. @joyannehawkins #1 Proximity to Searcher
  11. 11. @joyannehawkins Our Place “Home sweet home” One Keyword 138 Zip Codes 82 Different Law Firms http://bit.ly/mozcon1
  12. 12. @joyannehawkins Our Place “Home sweet home”
  13. 13. @joyannehawkins Our Place “Home sweet home” 77006
  14. 14. @joyannehawkins 0.5MilesAway
  15. 15. @joyannehawkins Our Place #27 Proximity to Searcher
  16. 16. @joyannehawkins Our Place “Home sweet home” Organic Rankings for “Personal Injury Lawyer” and “Personal Injury Lawyer Toronto” Across 72 Postal Codes http://bit.ly/mozcon2
  17. 17. @joyannehawkins Organic Local
  18. 18. @joyannehawkins 90% of his traffic for this keyword is from Organic.
  19. 19. @joyannehawkins Our Place “Home sweet home” GMB Leads Organic Leads Private Investigator 166 85 Insurance Agent 296 44 Dentist 104 27 Leads by Month
  20. 20. @joyannehawkins Use UTM Codes in Google My Business. http://bit.ly/mozcon4 To-Do
  21. 21. @joyannehawkins Rank Tracking 2
  22. 22. @joyannehawkins Our Place “Home sweet home” http://bit.ly/mozcon6
  23. 23. @joyannehawkins In Local, anything below position 5 is choppy.
  24. 24. @joyannehawkins Our Place “Home sweet home” June 24June 11June 6
  25. 25. @joyannehawkins Our Place “Home sweet home” June 5 June 24June 15
  26. 26. @joyannehawkins Our Place “Home sweet home” June 8 June 14 June 24
  27. 27. @joyannehawkins Our Place “Home sweet home”
  28. 28. @joyannehawkins Don’t Send Ranking Reports to Clients. To-Do
  29. 29. @joyannehawkins Track calls from Google My Business. http://bit.ly/mozcon3 To-Do
  30. 30. @joyannehawkins GMB Landing Page 3
  31. 31. @joyannehawkins
  32. 32. @joyannehawkins https://attorneyguss.com
  33. 33. @joyannehawkins https://attorneyguss.com/tx/dallas/
  34. 34. @joyannehawkins Location Page Homepage Relevance Prominence ● content ● meta tags ● citations ● authority ● links
  35. 35. @joyannehawkins Relevance Prominence
  36. 36. @joyannehawkins Dallas Changed to Homepage
  37. 37. @joyannehawkins New Orleans Changed to Homepage
  38. 38. @joyannehawkins Our Place “Home sweet home” Winner! Prominence
  39. 39. @joyannehawkins Test linking GMB listings to the homepage. To-Do
  40. 40. @joyannehawkins Reviews 4
  41. 41. @joyannehawkins Reviews account for 15.44% of how Google ranks a local business
  42. 42. @joyannehawkins Are you happy with our service? Private Feedback Form Leave us a Google Review!
  43. 43. @joyannehawkins http://bit.ly/mozcon5
  44. 44. @joyannehawkins 738 12 Lost 700+ Reviews
  45. 45. @joyannehawkins Use a tool that doesn’t violate Google’s review guidelines. To-Do
  46. 46. @joyannehawkins March 23 April 17 May 31 June 2 Dropped 1
  47. 47. @joyannehawkins Drops in CTR over time would lower ranking.
  48. 48. @joyannehawkins Our Place “Home sweet home” Reviews removed for violations are not removed, they are hidden.
  49. 49. @joyannehawkins
  50. 50. @joyannehawkins What if the removed reviews are negative?
  51. 51. @joyannehawkins
  52. 52. @joyannehawkins 15 negative reviews related to press coverage.
  53. 53. @joyannehawkins
  54. 54. @joyannehawkins
  55. 55. @joyannehawkins Our Place “Home sweet home” #3 N/A
  56. 56. @joyannehawkins
  57. 57. @joyannehawkins Ranking is based on a lot more than who has the best reviews.
  58. 58. @joyannehawkins Our Place “Home sweet home”
  59. 59. @joyannehawkins The Filter 5
  60. 60. @joyannehawkins https://moz.com/blog/what -brands-need-know-about- googles-filter In Organic, Google filters duplicate content.
  61. 61. @joyannehawkins When listings are very close together and are in the same industry, Google can pick the stronger of the 2 and filter the other. The Possum Filter
  62. 62. @joyannehawkins Our Place “Home sweet home”
  63. 63. @joyannehawkins 2 realtors ranking 3 are filtered
  64. 64. @joyannehawkins Our Place “Home sweet home”
  65. 65. @joyannehawkins Keywords in the Business Name (AKA “Keyword Stuffing”)6
  66. 66. @joyannehawkins Our Place #4 Keywords in GMB Name
  67. 67. @joyannehawkins How much does keyword stuffing impact ranking?
  68. 68. @joyannehawkins
  69. 69. @joyannehawkins Our Place “Home sweet home” Removed Keywords Added Keywords Added Keywords
  70. 70. @joyannehawkins Violating guidelines can result in Google removing your listing.
  71. 71. @joyannehawkins Our Place http://bit.ly/mozcon7 Huge uptick in Google My Business listing suspensions as of June.
  72. 72. @joyannehawkins Our Place “Home sweet home” https://support.google.com/busines s/contact/business_redressal_form To-Do
  73. 73. @joyannehawkins Fake Listings 7
  74. 74. @joyannehawkins #3 #11 #3
  75. 75. @joyannehawkins
  76. 76. @joyannehawkins https://www.wsj.com/articles/google-maps-littered-with-fake- business-listings-harming-consumers-and-competitors- 11561042283
  77. 77. @joyannehawkins $100 per fake listing
  78. 78. @joyannehawkins 3800 fake listings per day
  79. 79. @joyannehawkins New listings won’t rank anywhere right?
  80. 80. @joyannehawkins “ Only 5.7% of all newly published pages will get to Google Top 10 within a year. https://ahrefs.com/blog/how-long-does-it-take-to-rank/
  81. 81. @joyannehawkins Less than 1 day
  82. 82. @joyannehawkins
  83. 83. @joyannehawkins
  84. 84. @joyannehawkins Google removed 3 million listings in 2018 https://www.blog.google/products/maps/how-we-fight-fake- business-profiles-google-maps/
  85. 85. @joyannehawkins A 50% increase since 2017.
  86. 86. @joyannehawkins 250,000 were reported by users.
  87. 87. @joyannehawkins 1.5 years 316 listings removed
  88. 88. @joyannehawkins 3 months 92 listings reported
  89. 89. @joyannehawkins Our Place “Home sweet home” “Tree Removal” Before After
  90. 90. @joyannehawkins To-Do Share Before & After Screenshots
  91. 91. @joyannehawkins “Our trend prior to hiring your team had been negative or flat year over year. Currently they are up by 10%.
  92. 92. @joyannehawkins Thank You! Subscribe to our free newsletter https://www.sterlingsky.ca/newsletter/ Get our local SEO training https://guide.localu.org Promo Code: MOZ20 20% Off [Offer Expires July 31]

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