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Code Venice: 
Google’s big Local Search update in 2012 - Google Places

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Presentation SMX München 2012. With the Venice-update, Google changed the rules for how the places-results are displayed in the web-search. Get ready to relearn al lot of things you know about the local Universal-Search integration.

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Code Venice: 
Google’s big Local Search update in 2012 - Google Places

  1. 1. Code Venice:Google’s bigLocal Searchupdate in 2012Presentation SMX München 2012March 28, 2012 - 14:35 hHanns Kronenberg 1
  2. 2. Personal informationHanns Kronenberg Study of Business Economics with an emphasis on Marketing & Statistics at the Westfälische Wilhelms-Universität Münster, Germany 1996 – 2000 Productmanagement and Business Development for TV- platforms (RTL-Group, Deutsche Telekom) 2000 – 2007 Productmanagement, Business Development and SEO for Internet-platforms (Tomorrow Focus, muenchen.de, meinestadt.de) 2007 – 2011 independent SEO-consultant Since 2011 Head of Product Management SISTRIX 2
  3. 3. Search quality highlights: 40 changes for FebruaryImprovements to ranking for localsearch results. [launch codename“Venice”] This improvement improvesthe triggering of Local Universalresults by relying more on the rankingof our main search results as a signal. Source: http://insidesearch.blogspot.de/2012/02/search-quality-highlights-40-changes.html 3
  4. 4. With the Venice-update, Googlechanged therules for how theplaces-resultsare displayed inthe web-search 4
  5. 5. Get ready to relearn al lot ofthings you know about the localUniversal-Search integration 5
  6. 6. Organic results Code Venice = much morehybrid local results (Blended Place Search) Google Places results 6
  7. 7. What exactly are hybrid local results? 7
  8. 8. the
  9. 9.  box
  10. 10.  is
  11. 11.  missing
  12. 12.  the
  13. 13.   heading
  14. 14.  „Places
  15. 15.  for...“ in
  16. 16.  this
  17. 17.  case,
  18. 18.  the
  19. 19.  first
  20. 20.  two
  21. 21.  results
  22. 22.   both
  23. 23.  use
  24. 24.  the
  25. 25.  website‘s
  26. 26.  Title
  27. 27.  Tag
  28. 28.   as
  29. 29.  heading
  30. 30.  instead
  31. 31.  of
  32. 32.  the name
  33. 33.  for
  34. 34.  their
  35. 35.  Places-entry hybrid
  36. 36.  local
  37. 37.  results (here„7-Pack“) less
  38. 38.  than
  39. 39.  1*in
  40. 40.  schon
  41. 41.  SA
  42. 42.  gwurden
  43. 43.  aesuts
  44. 44.   0
  45. 45.  dorganic
  46. 46.  r uch
  47. 47.   en
  48. 48.  U 10
  49. 49.   esichtet outside
  50. 50.  the
  51. 51.  hybrid
  52. 52.  boxExample hybrid local results for „pizza münchen“ 8
  53. 53. (1) OneBox
  54. 54.  (here
  55. 55.  as
  56. 56.  3-Pack) (2)heading
  57. 57.  has
  58. 58.  identical
  59. 59.  name
  60. 60.  as
  61. 61.   Places-entry (3)box
  62. 62.  titled
  63. 63.  „Places
  64. 64.  for...“Example Places-OneBox „call a pizza münchen“ 9
  65. 65. Why is the difference between hybridlocal results and Places- OneBoxes so important? 10
  66. 66. Google uses a different Ranking-algorithm when they sort the hybrid local results 11
  67. 67. Before we lookat the differences in the Ranking- algorithm, let`s crunch some data 12
  68. 68. Evaluation Special evaluation of SISTRIX Toolbox Data SERPs for 1 million keywords on google.de (1. SERP) Comparing the data from two survey periods A) 01. CW 2012 (January) Venice B) 12. CW 2012 (March) 13
  69. 69. Amount of Google-SERPs with Google Places-results (Places-OneBoxes and hybrid local results)8 % 1. SERP with hybrid local results 1. SERP with Places-OneBoxes6 % together 5,2 % together 4,7 %4 % 1.7 % Venice 3.7 %2 % 3.5 % 1.0 %0 % 1. CW 2012 12. CW 2012 Source: SISTRIX Toolbox Data, 1. SERP for 1 million Keywords evaluated at google.de, 1. CW 2012 and 12. CW 2012 The amount of SERPs with hybrid local results has grown from 1 % to 3,5 % 14
  70. 70. Amount of Google Local Universal IntegrationsAll Local Universal Integrations amount amount = hybrid local results hybrid local results 21% 67% 100% 01. CW 12. CW Venice 2012 2012 amount amount Places-OneBoxes Places-OneBoxes 79% 33% Source: SISTRIX Toolbox Data, 46245 (1. CW) and. 52498 (12. CW) 1. SERPs with Local Universal results on google.de, 1. CW 2012 and 12. CW 2012 After Venice, two-thirds of the Google Local Universal Integrations will be hybrid local results 15
  71. 71. Distribution of amount of Places within the hybrid local results 12. CW 201270 %56 %42 %28 %14 % 12.00 % 10.00 % 3.00 % 2.00 % 70.00 %0 % 3 Places 4 Places 5 Places 6 Places 7 Places Source: SISTRIX Toolbox Data, 35093 1. SERPs with hybrid local results on google.de, 12. CW 2012 Most of the integrations we see for hybrid local results are „7-Packs“ 16
  72. 72. Distribution of amount of Places within the Places-OneBoxes 12. CW 201280 %64 %48 %32 %16 % 27.00 % 73.00 % 0 % 0 % 0 % 0 %0 % 2 Places 3 Places 4 Places 5 Places 6 Places 7 Places Source: SISTRIX Toolbox Data, 17405 1. SERPs with Places-OneBoxes on google.de, 12. CW 2012 It seems that you will only find Places- OneBoxes as either „2-Packs“ or „3-Packs“ 17
  73. 73. It seems that hybrid localresults are more likely to beshown for industry-specific searches (“coffee shopmunich” for example), whilePlaces-OneBoxes show upmore often for brand-queries (“starbucks munich” for example). 18
  74. 74. Type of result Ranking-algorithm1. Organic results Google algorithm: organic index2. Google Places-OneBox Google Places algorithm (Universal-Search-Integration) • First result(s) - Google algorithm: organic index3. hybrid local results (mix between organic and Google Places results) • Padding of „7-Pack“ with additional results - Google Places algorithm Comparing 3 different Local Search results 19
  75. 75. How can weunlock the hybridlocal resultrankings? 20
  76. 76. Google search-partners such as aol.com ort-online.de show the pure organic SERPs withoutGoogle`s Universal-Search integrations.We can use this informationto reconstruct how Google puts together their hybrid local results. 21
  77. 77. powered
  78. 78.   by Google “normal“ organicr result Example organic result„Pizza münchen“ aol.de 22
  79. 79. The first organic Top10 result that Google is able to match a Places-entry to will trigger thedisplay of hybrid local results 23
  80. 80. SERP google.de („Blended Place Search Results“) SERP aol.de („Unblended Google Search Results“) „sprachschule münchen“ Sponsored
  81. 81.  Link Places
  82. 82.  Page
  83. 83.  connected
  84. 84.  1 Places
  85. 85.  Page
  86. 86.  connected e
  87. 87.  result 2 hybrid
  88. 88.  result
  89. 89.   Places
  90. 90.  Page
  91. 91.  connected e hybrid
  92. 92.  result
  93. 93.  3 Places
  94. 94.  Page
  95. 95.  connected e hybrid e
  96. 96.  result
  97. 97.  4 no
  98. 98.  connected
  99. 99.  Places
  100. 100.  Page hybrid no
  101. 101.  connected
  102. 102.  Places
  103. 103.  Page no
  104. 104.  connected
  105. 105.  Places
  106. 106.  Page hybride
  107. 107.  result
  108. 108.  5 Places
  109. 109.  Page
  110. 110.  connected no
  111. 111.  connected
  112. 112.  Places
  113. 113.  Page no
  114. 114.  connected
  115. 115.  Places
  116. 116.  Page hybrid
  117. 117.  7-Pack
  118. 118.  completed
  119. 119.  with
  120. 120.  2
  121. 121.  Places-results
  122. 122.  without organic
  123. 123.  Top-10
  124. 124.  RankingComparison “Blended Place Search” and “Unblended Search” 24
  125. 125. Observed Ranking-rules for hybridlocal results 25
  126. 126. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP 25
  127. 127. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP the hybrid local results will start at the same position where (A) can be found in the “pure organic ranking” (see AOL-SERPs for example) 25
  128. 128. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP the hybrid local results will start at the same position where (A) can be found in the “pure organic ranking” (see AOL-SERPs for example) you will find additional organic results from the Top-10 for which Google is able to match connected Places-pages in the “hybrid local results“-box 25
  129. 129. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP the hybrid local results will start at the same position where (A) can be found in the “pure organic ranking” (see AOL-SERPs for example) you will find additional organic results from the Top-10 for which Google is able to match connected Places-pages in the “hybrid local results“-box the box (7-Pack hybrids) will be padded with the best Google Places / Google Maps results until all 7 slots are filled 25
  130. 130. Observed Ranking-rules for hybridlocal results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP the hybrid local results will start at the same position where (A) can be found in the “pure organic ranking” (see AOL-SERPs for example) you will find additional organic results from the Top-10 for which Google is able to match connected Places-pages in the “hybrid local results“-box the box (7-Pack hybrids) will be padded with the best Google Places / Google Maps results until all 7 slots are filled the number of “padded results” increases the typically number of 10 results on the 1. SERP by the same number (for example: “sprachschule münchen”: 10 organic results +2 padded results = 12 results) 25
  131. 131. Please notice: Exceptions there are certain exceptions like for example Location Specific Results getting into all of these exceptions is something that would go beyond the scope of this 15 minute presentation 26
  132. 132. Conclusion 1:To reach the top spotin the Local Universalresults, in most cases(hybrid local result),you need to have thebest organic ranking 27
  133. 133. Conclusion 2:Google will „penalize“ the 1.organic result that has aPlaces-profile attached to it,by adding up to 6competitors to the hybridlocal results box.This means that sometimesit is a good idea for the Nr.1 to disconnect the listingfrom its Places-page. 28
  134. 134. Conclusion 3:keep optimizing thePlaces-entry to bestprofit from all thepossible Places-integrations 29
  135. 135. Website(s): sistrix.com sistrix.de Twitter: @HannsKronenbergE-Mail: h.kronenberg@sistrix.com 30

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