Milestone presents: Schema and Local Trends - Schemas - Impact of schemas - Impact of Google My Business - Google Posts - Google Menus - Other citation sources - Citation Audits - Review Management - Review Responding - Local Ads

1. we put you in front
of your customer
BRIGHTEDGEUSERGROUPONLOCALTRENDS
Sathya Krishnamurthy

2. MILESTONE OVERVIEW

3. MILESTONE–BESTOFDIGITALAGENCYANDTECHNOLOGYPROVIDER
W E D R I V E O N L I N E R E V E N U E A N D L E A D S F O R L O C AT I O N - B A S E D B U S I N E S S
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare
Silicon Valley ● Chicago ● D.C. | 2,000+ customers | 500+ Awards
Full Service Digital AgencyThe Presence Cloud
Software for digital marketers Platform independent services
CMS Local
Reviews Insights AnalyticsSocial
Design Content SEO & local
Paid
Marketing
Social content
marketing
Analytics &
consulting
Schema Voice

4. 2019LOCALTRENDS
@MILESTONEMKTG

5. SEOANDSEARCHWILL BEDRIVENBYVOICESEARCHAND
MOBILE
“…tell me where is the best bank for
mortgage loans near me…”
Voice search drives to a “single right answer”
Google Assistant Apple Siri Amazon Echo
50% of searches expected to be Voice search by 2020 (currently at
about 20%) driven by mobile and personal digital assistants

6. SEARCHHASCHANGED:IT’SALLABOUTINTENTAND
CONVERSATIONS
TEXT
DRIVEN
2008 2019
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy
content or links
Prioritize great
content

7. SCHEMASARETHEFUTUREOFSEOANDVOICESEARCHANDGET
YOUDISCOVERED
The data-driven web
~90% of your content is tagged with
schemas to make your site easytofindin
searchenginesandSiri,AlexaandGoogleHome
Support for 120+
schema tags
Address
Location
Restaurant
Shopping
Reviews
Things to do
Events
Images
Specials
Videos
Rooms
Breadcrumbs
Schemas get your content discovered

8. @MILESTONEMKTG
IMPACTOFSCHEMAONBRANDSITE
• 30% boost in overall impressions,
• 60% boost in impressions on unbranded keywords
• 23% boost in clicks on unbranded keywords

9. GMB significantly influences your
organic traffic
96 updates to GMB in 2018,
highlighting significant need to keep
listings updated
100% coverage on GMB is the key
to successful search experience
Closely follow that with citations
updates on remaining sites
@MILESTONEMKTG
GOOGLEISYOURNEWHOMEPAGE
Personalization (5%)
Google My Business
(25%)
Citations (10%)
On-page (13.8%)
Links (16%)
Reviews
(15%)
Social (2%)
Behavioral (9%)

10. 96 total updates
have been made
from Jan 2018
till Nov 2018
https://www.sterlingsky.ca/google-local-changes/
TIMELINEOFLOCALSEOCHANGESIN2018

11. LOCAL–WHATYOUSHOULDDO
https://moz.com/learn/local/citations-by-category
Local Search
Engine
& Hyper Local
Listings
Data
Aggregators
Internet Yellow
Pages
Social ChannelsMaps
APPS & LISTINGSCentral Data Hub
Source Aggregators Apps & listings End-points
@MILESTONEMKTG

12. BESTPRACTICESONLOCAL
Cleanse data before publish
Your data in the right format, manually validated against
authoritative sources
Enhanced listings
Extra fields to push enhanced metrics for richer search
saturation & better user experience
Quality channels and distribution
partners
Data is sent to partners & channels that make a
difference
Duplicate & bad listing deletion
Eliminate duplicate listings, often requiring calls with
Google, Bing, etc. on the phone.
Multiple outlets in one location
Easy data verification for multiple outlets in same location
@MILESTONEMKTG

13. ENHANCINGDATA-ADDINGAMENITIESANDATTRIBUTESINLOCAL
2/7/19
Before After

14. ENHANCELOCALPRESENCEWITHATTRIBUTES,SPECIALHOURS,MENUS,
FAQS&POSTS

15. @MILESTONEMKTG
IMPACTOFLOCALPROMOTION ONVISIBILITY

16. @MILESTONEMKTG
CUSTOMERACTIONSONGOOGLEMYBUSINESS(YOY)

17. • Key sites have started promoting
community driven q&a
• Q&Aprovides key customer
engagement
@MILESTONEMKTG
OPTIMIZINGFORQ&A

18. GOOGLEPOSTS

19. Results fromAnzuRestaurant
19
First post
on 12/12
Second post
on 12/20
12/12/17
Position: 20.7
12/14/17
Position: 19.1
12/15/17
Position: 16.3
12/20/17
Position: 19.9
12/21/17
Position: 18.3
12/22/17
Position: 11.4
12/12/17
Clicks: 35
12/14/17
Clicks: 54
12/20/17
Clicks: 38
12/21/17
Clicks: 41 12/23/17
Clicks: 57
P
O
S
I
T
I
O
N
C
L
I
C
K
S
Source: Google search console

20. PUBLISHMENUS/SERVICEOFFERINGS
• Display menu on GMB
• Have images for each
item in menu

21. Local listings and citations contribute
26% of local rank factors
Not just primary channels audit across
multitude of channels to ensure right
information is across the system
@MILESTONEMKTG
CITATIONAUDITS

22. Bigpartofthecustomerexperiencewillbe
definedbyonlinereviews
Signalstrengthgrowthby18%yoy
REVIEWSAREAKEYLOCALSIGNAL

23. Respondingtoreviewsusingspecifickeywordsdrives
rankingsignal
Ensurethatyourespondtoall3rdpartyand1stparty
reviews
KeysitesthatmatterwillbeGMB,Yelp,Surveysetc.
@MILESTONEMKTG
RESPONDINGTOREVIEWS

24. Enabling services to start running their
local ads
Great opportunity to generate leads at
local level
Pay only when your ads work
@MILESTONEMKTG
LOCALADSFORSERVICES

25. THANKYOU