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



Presentation SMX München 2012

March 28, 2012 - 14:35 h

Hanns Kronenberg

                                1
Personal information
Hanns 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
Search quality highlights: 40 changes for February

Improvements to ranking for local
search results. [launch codename
“Venice”] This improvement improves
the triggering of Local Universal
results by relying more on the ranking
of our main search results as a signal.
  Source: http://insidesearch.blogspot.de/2012/02/search-quality-highlights-40-changes.html


                                                                                              3
With the Venice-
update, Google
changed the
rules for how the
places-results
are displayed in
the web-search
                    4
Get ready to
 relearn al lot of
things you know
 about the local
Universal-Search
   integration

                     5
Organic results


  Code Venice
         =
   much more
hybrid local results
 (Blended Place
     Search)                    Google Places
                                   results
                                           6
What exactly are
 hybrid local
   results?



                   7
the
 box
 is
 missing
 the
 
                                                                         heading
 „Places
 for...“
                  in
 this
 case,
 the
 first
 two
 results
 
                   both
 use
 the
 website‘s
 Title
 Tag
 
                                                        as
 heading
 instead
 of
 the
                                                      name
 for
 their
 Places-entry
                                                                                 hybrid

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

  • 1. Code Venice: Google’s big Local Search update in 2012 Presentation SMX München 2012 March 28, 2012 - 14:35 h Hanns Kronenberg 1
  • 2. Personal information Hanns 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. Search quality highlights: 40 changes for February Improvements to ranking for local search results. [launch codename “Venice”] This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal. Source: http://insidesearch.blogspot.de/2012/02/search-quality-highlights-40-changes.html 3
  • 4. With the Venice- update, Google changed the rules for how the places-results are displayed in the web-search 4
  • 5. Get ready to relearn al lot of things you know about the local Universal-Search integration 5
  • 6. Organic results Code Venice = much more hybrid local results (Blended Place Search) Google Places results 6
  • 7. What exactly are hybrid local results? 7
  • 8. the
  • 10.  is
  • 12.  the
  • 13.   heading
  • 18.  the
  • 20.  two
  • 22.   both
  • 23.  use
  • 24.  the
  • 27.  Tag
  • 28.   as
  • 31.  of
  • 32.  the name
  • 33.  for
  • 35.  Places-entry hybrid
  • 37.  results (here„7-Pack“) less
  • 41.  SA
  • 44.   0
  • 47.   en
  • 48.  U 10
  • 49.   esichtet outside
  • 50.  the
  • 52.  box Example hybrid local results for „pizza münchen“ 8
  • 55.  as
  • 56.  3-Pack) (2)heading
  • 57.  has
  • 60.  as
  • 61.   Places-entry (3)box
  • 65. Why is the difference between hybrid local results and Places- OneBoxes so important? 10
  • 66. Google uses a different Ranking- algorithm when they sort the hybrid local results 11
  • 67. Before we look at the differences in the Ranking- algorithm, let`s crunch some data 12
  • 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. 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-OneBoxes 6 % 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. Amount of Google Local Universal Integrations All 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. Distribution of amount of Places within the hybrid local results 12. CW 2012 70 % 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. Distribution of amount of Places within the Places-OneBoxes 12. CW 2012 80 % 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. It seems that hybrid local results are more likely to be shown for industry-specific searches (“coffee shop munich” for example), while Places-OneBoxes show up more often for brand-queries (“starbucks munich” for example). 18
  • 74. Type of result Ranking-algorithm 1. Organic results Google algorithm: organic index 2. Google Places-OneBox Google Places algorithm (Universal-Search-Integration) • First result(s) - Google algorithm: organic index 3. 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. How can we unlock the hybrid local result rankings? 20
  • 76. Google search-partners such as aol.com or t-online.de show the pure organic SERPs without Google`s Universal-Search integrations. We can use this information to reconstruct how Google puts together their hybrid local results. 21
  • 78.   by Google “normal“ organicr result Example organic result „Pizza münchen“ aol.de 22
  • 79. The first organic Top 10 result that Google is able to match a Places-entry to will trigger the display of hybrid local results 23
  • 80. SERP google.de („Blended Place Search Results“) SERP aol.de („Unblended Google Search Results“) „sprachschule münchen“ Sponsored
  • 81.  Link Places
  • 84.  1 Places
  • 87.  result 2 hybrid
  • 89.   Places
  • 91.  connected e hybrid
  • 93.  3 Places
  • 95.  connected e hybrid e
  • 97.  4 no
  • 100.  Page hybrid no
  • 103.  Page no
  • 106.  Page hybride
  • 108.  5 Places
  • 109.  Page
  • 110.  connected no
  • 113.  Page no
  • 116.  Page hybrid
  • 119.  with
  • 120.  2
  • 122.  without organic
  • 124.  Ranking Comparison “Blended Place Search” and “Unblended Search” 24
  • 125. Observed Ranking-rules for hybrid local results 25
  • 126. Observed Ranking-rules for hybrid local results the first organic result (A) with a connected Places-page can trigger a “hybrid local results“-box on the SERP 25
  • 127. Observed Ranking-rules for hybrid local 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. Observed Ranking-rules for hybrid local 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. Observed Ranking-rules for hybrid local 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. Observed Ranking-rules for hybrid local 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. 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. Conclusion 1: To reach the top spot in the Local Universal results, in most cases (hybrid local result), you need to have the best organic ranking 27
  • 133. Conclusion 2: Google will „penalize“ the 1. organic result that has a Places-profile attached to it, by adding up to 6 competitors to the hybrid local results box. This means that sometimes it is a good idea for the Nr. 1 to disconnect the listing from its Places-page. 28
  • 134. Conclusion 3: keep optimizing the Places-entry to best profit from all the possible Places- integrations 29
  • 135. Website(s): sistrix.com sistrix.de Twitter: @HannsKronenberg E-Mail: h.kronenberg@sistrix.com 30

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