This session was presented at the LSA18 event in Chicago, April 30 - May 2, 2018.

1. Knowledge Panel Tsunami
Google’s Latest Updates and What
They Mean for Your Agency

2. Aaaaaahhh, the
good old days.

5. From STRINGS
to THINGS
https://searchengineland.com/rankbrain-changes-entity-search-234345

6. Google built its own app.
It’s called the search result.

7. THE
PRESENTATION
LAYER OF THE
INTERNET.
h/t Cindy Krum,
Mobile Moxie

8. The Presentation
Layer of Local Search
Google as Your New Homepage

9. https://www.flickr.com/photos/chrisjongkind

10. Increased Focus
On Reviews
2015-2016

11. Google Posts
June 2017

12. Google
Messaging
July 2017

13. Google Q & A
August - Dec 2017
Crowdsourced FAQ’s, right
on your Knowledge Panel

14. Google Videos
January 2018

15. Google Business
Descriptions
January 2018

16. Google
Services
Tab
April 2018

17. Google
Services
& About Tabs
April 2018

18. Google
Elevates Posts
Last Week

19. Google
Bookings
October 2017
Restaurants Added April 2018

20. Now the Transaction Layer of
Local Search
aka Google as Your New Website

22. →

24. “Book a table for two at
Tamarine tonight at 7pm.”
Amit Singhal, Google Search
Chief, 1/13/16

25. Where can
you add
value?
Photos & Videos
Reviews
Posts
Q&A

26. What To Do?
Google As The New
Home Page
Images

27. What To Do?
Google As The New
Home Page
What you do Control
First Party Reviews →35%

28. What To Do?
Google As The New
Home Page
Third Party Reviews

29. What To Do?
Google As The New
Home Page
Google Reviews

30. What To Do?
Google As The New
Home Page
Reviews from the Web

31. Brand Building & Storytelling
Google Posts
Examples of Best
Practice

32. Coupons

33. Appointment Call to Action

34. Google Posts
Measure – Campaign
Tracking
Add Campaign Tracking

35. Google Q & A
Google’s Newest Brand Hazzard
Google Q & A
Google’s Newest Brand Hazard

36. Potential NightmareDream Come True
1 Vote Away from Infamy

37. Q & A Plan & Post
• Gather Real Questions
• Write them in the customers voice
• Add them to your Knowledge Panel
• Login in as Business

38. Q & A Monitoring
• Google is now yet offering GMB
alert email
• GetFiveStars offers
Monitoring/Dashboard & WorkFlow

39. Q & A Respond
• Answer your own questions
• Login as owner
• In your business voice
• Answers other’s questions
• Be the authoritative answer
• Up-vote good answers

40. Q & A Reporting
23% of Questions violated TOS

41. Brand Search & Knowledge Panel
Optimization
Higher Visibility
Higher Engagement
More Reviews
More Search Conversions
Increased Sales /
Satisfied Customers
SEO IN 2018

42. Brand Search & Knowledge Panel
Optimization
Higher Visibility
Higher Engagement
More Reviews
More Search Conversions
Increased Sales /
Satisfied Customers
A Virtuous Cycle

48. Takeaways
Most conversions happen on-
SERP and won’t appear in GA
Start offering:
- Photos - Posts
- Reviews - Q&A
to increase engagement (& rank)
Don’t rely on reselling Adwords

49. David Mihm
dm@tidings.com
tidings.com/subscribe
Mike Blumenthal
mike@getfivestars.com
localu.org/subscribe