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Google search history leading to local

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Google search history leading to local

  1. 1. HOW GOOGLE HAS CHANGED THE GAME OVER THE YEARS And why Local Authority is the secret weapon to win LOGO
  2. 2. Google started all about National SEO But the shift is 100% local and mobile Understand how customers interact with search The customer Path To Purchase after a “Micromoment” WHAT YOU’RE GOING TO SEE How to ride the Google wave
  3. 3. GOOGLE JUST REACHED DRINKING AGE A company that’s only 22 years old… Is #1 most visited website in the world Impacts every facet of modern life Was named most valuable brand in the world (in 2017) Earns $162 B in revenue per year Controls 87.35% of web traffic Hosts 32.3% of all digital ads …And can make or break a business.
  4. 4. Google was founded by two Stanford University Ph.D. students They’d been solving a mathematical problem: parse all the world’s web pages on 1.5 billion websites. 1998 2000 2004 2005 2006 2008 2010 2013 2014 2016 2017 2018 2007 GOOGLE IS INCORPORATED
  5. 5. THE PRIME DIRECTIVE Don’t be evil. A Stanford research project on the best way to deliver search engine results. Other search engines examined how many times search words appeared on the page. Google’s theory of “page rank” builds a search engine that uses links between websites to determine the importance of individual pages on the World Wide Web. “To organize the world’s information and make it universally accessible and useful.” "We chose our system’s name, Google, because it is a common spelling of googol, or 10100 and fits well with our goal of building very large-scale search engines." THE START NEW THINKING THE GOAL THE NAME
  6. 6. Looking for a way to produce revenue, Google sells real estate at the top of the Search Engine Results Page. FUN FACT: “live mail order lobsters” was the first Google ad in 2000 FUN FACT: Mesothelioma attorney is the most expensive search keyword averaging about $226 per click. 1998 2000 2004 2005 2006 2008 2010 2013 2014 2016 2017 2018 2007 GOOGLE LAUNCHED GOOGLE ADS
  7. 7. FACT At least 96.4% of Google’s total revenue that comes from digital and display paid advertisements. Google’s advertising revenue in 2019 was $134.81 billion US dollars
  8. 8. Here’s what typical Search looked like back then Only 3.17% of clicks go to paid ads The top Google listing gets about 34.36% of all clicks Organic results earning the 1st-4th spot receive 96% of the clicks
  9. 9. Google launches: Google acquires: In an effort to dominate: Gmail Google Maps Google Chat Google Chrome Android YouTube Email Maps Chat Phone OS Video Internet browsers 1998 2000 2004 2005 2006 2008 2010 2013 2014 2016 2017 2018 2007 GOOGLE EXPANDS ITS REACH
  10. 10. Merriam-Webster adds “google” to dictionary as a verb 1998 2000 2004 2005 2008 2010 2013 2014 2016 2017 2018 2007 2006 GOOGLE HITS AN ANTHROPOLOGICAL MILESTONE
  11. 11. LEARN TO THINK LIKE GOOGLE 2 Main Components of the Organic Search Algorithm Relevance The degree to which a listing’s website content matches the search inquiry. Prominence Refers to the strength of the business in terms of its domain authority calculated by traffic, backlinks, etc.
  12. 12. DOMAIN AUTHORITY ALEXA RANKING KEYWORDS SEARCH ENGINE OPTIMIZATION TRAFFIC LINK BUILDING SEARCH ENGINE RESULTS PAGE THE BUSINESS EDGE: ORGANIC SEO To secure a top ranking, businesses deployed legions of SEOs who could fill pages with keywords, generate traffic, raise a site’s domain authority.
  13. 13. The world underestimated the significance of mobile. 1998 2000 2004 2005 2008 2010 2013 2014 2016 2017 2018 2006 2007 IPHONE IS RELEASED AND ABOUT TO CHANGE HOW PEOPLE BROWSE
  14. 14. Google Buzz Google Wave Google Plus Google Goggles 2010-2011 2010-2012 2011-2019 2010-2018 The company struggled to compete in industries like social media and virtual reality. 1998 2000 2004 2005 2006 2008 2010 2013 2014 2016 2017 2018 2007 GOOGLE HITS SOME SNAGS AS A TEEN
  15. 15. By 2014, most people didn’t know: You can’t comb through 1.5B websites instantly Google created their own way of crawling, cataloging, and “indexing” pages on their internal servers (similar to the Museum of Natural History) The formula is an “algorithm” – how Google decides what to deliver to the SERP
  16. 16. Google is Always Changing the Game by Changing the Algorithm, right? Not really! …
  17. 17. THE GOOGLE GOLDEN RULE DELIVER A CONSISTENT REALITY Google is obsessed with digitally depicting the physical world to give searchers the finest and most true answers to their queries. Because... 1 2 3 4 5 If Google delivers bad information (like the wrong business location) Then people won’t trust Google’s answers They’ll stop going to Google for everything Then Google can’t dominate search… Or make billions on adverts
  18. 18. “coffee shop” WHAT PEOPLE ARE LOOKING FOR Organic search Alexa Rank Keyword Rankings Fine on your desktop for educational searches
  19. 19. “coffee shop” WHAT PEOPLE ARE LOOKING FOR Ummmm... A cup of coffee, please? Directions Not usually a national result
  20. 20. Users trying to get a relevant, local results naturally add phrases to queries. Google anticipating the needs, starts to include these automatically in search results. “NEAR ME” SEARCHES
  21. 21. GOOGLE WORKED SOME THINGS OUT: 1. 2. 3.People are searching on the go with a mobile phone People go where the pictures are People are looking for stuff locally (here and now)
  22. 22. THE GAME SUDDENLY CHANGED 63% 46% 76% 56% 65% 63% of Google traffic is mobile. 46% of all searches on Google are seeking local information. 76% of local mobile searches for local businesses result in a store visit within 24 hours. 56% of local searches are on-the-go via smartphones. 65% of people use their mobile phones in buying moments.
  23. 23. What happened next? TOTAL DISRUPTION!
  24. 24. GOOGLE ADDS “PROXIMITY” 3rd Main Component Creates Local Search Algorithm Relevance The degree to which a listing matches the search. Prominence Refers to the strength of the business in terms of SEO. Proximity Describes the physical distance of a business from the origin point of a search.
  25. 25. a.k.a Google Maps a.k.a Google Local 1998 2000 2004 2005 2006 2008 2010 2013 2014 2016 2017 2018 2007 GOOGLE LAUNCHES GOOGLE MY BUSINESS
  27. 27. WHAT GOOGLE SEARCH LOOKS LIKE WITH GMB 1 2 3 Map listings are now in the #1 spot – above organic listings and it’s free! Ads are first Maps are second Organic is third
  28. 28. GOAL CHANGE: GET IN THE 3-PACK AND BE SEEN The map section is very attractive. Unlike ads and organic listings, Google controls the format making comparison a cinch. This section is what people intuitively choose from.
  29. 29. BENEFITS OF BEING IN THE GOOGLE MAPS 3-PACK FACT 97% of consumers search online to find local businesses. Ranking in the top 3 on Google Maps leads to: Increase in phone calls Increase in website visits Increase in profile views Increase in driving directions to your locations
  30. 30. “The #1 ROI strategy for a local business is GMB optimisation.” -- BrightLocal Local Search & Organic Search deliver greater ROI than other digital marketing channels Local Search & Organic Search deliver the highest quality leads Local Search delivers more clicks and calls than other marketing channels
  31. 31. GMB Optimisation vs. Organic and PPC ORGANIC PAY-PER-CLICK GMB PROFILE COST TIME RETURN $$$$$ YEARS No Guarantee $$$ Weeks 2 to 1 $ 90 Days 10 to 1
  32. 32. WHAT DO YOU HAVE TO DO TO WIN IN GMB? Claim your profile Confirm your address Check your business hours Add 3-5 photos Add your website URL Write an introduction Ask for reviews Respond to reviews Post occasionally Name your photos
  33. 33. HARLEY DAVIDSON CASE STUDY Showing results after 30 days of optimisation where previously there had been zero results
  34. 34. QUAID HARLEY DAVIDSON CASE STUDY 203 1029 1048 1 10 41 Local Search Organic Search Google Adwords Monthly Website Visits Phone Calls Generated Results after 30 days
  35. 35. This shift gives an advantage to local businesses to reach customers, and yet . . . Instead they’re still looking at national SEO metrics on keyword ranking and domain authority. When they should be looking at their Local Authority score. 46%+ 70% 90% 98% 99.9% of businesses haven’t claimed their profiles haven’t filled in basic profile information aren’t maintaining the profile on a regular basis haven’t positioned themselves as the best choice aren’t optimised in the right keywords
  36. 36. BRAND HEALTH IMPRESSION HEALTH LISTING HEALTH REPUTATION HEALTH ENGAGEMENT HEALTH Scoring system to maximize Local Search metrics WHAT IS LOCAL AUTHORITY? Weighted algorithm developed to predict search engine ranking at the local level, Local Authority (LA) assesses and predicts performance in local search results. Local Authority aggregates scores for your brand, listing, reputation, engagement and influence rating to generate your LA. Total LA scores range 1 to 100, where 100 is highest prediction of ranking results.
  37. 37. Double-check your rank and reach with local keyword rank trackers like Local Falcon. Know definitively how you and your competitors rank in search results originated at any given map location. LOCAL KEYWORD RANK TRACKERS
  39. 39. Robotic technology for the home related to the IoT or Internet of Things The IoT is the 4th industrial revolution IoT refers to the billions of devices connected on the internet IoT gives you the ability to impact the physical world with virtual logic UID, unique identifier devices already outnumber human beings 7-to-1 IoT devices generate more than 500 zettabytes of data per year Consumer spending on smart devices is estimated at $3T for 2020 1998 2000 2004 2005 2008 2010 2013 2014 2016 2017 2018 2007 2006 GOOGLE LAUNCHES INTO DOMOTICS WITH GOOGLE HOME
  41. 41. Google is your new homepage. 1998 2000 2004 2005 2008 2010 2013 2014 2016 2017 2018 2007 2006 GOOGLE KNOWLEDGE PANEL
  42. 42. 01. Photos & Videos 02. Business Name 03. Review stars and count 04. Editorial summary 05. Call button 06. Directions button 07. Save button 08. Website button 09. Maps 10. Address 11. Hours 12. Phone 13. Suggest an edit link 14. Exterior photo 15. Add a Photo button 16. Highlights 17. Reviews 18. Review snippets 19. Rate and review button 20. Description 21. People Also Searched For 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21
  43. 43. Google’s trying to disseminate information for users and to present it in a consistent way in the Knowledge Panel Resources Home Page Contact Us About Us Education Services Blog Products Testimonials
  44. 44. Google is giving shoppers the power to search local stores' inventory with a new tool called See What's In Store. Shoppers can use the tool to search for a specific product and see which local stores have that item in stock, or to search the entire inventory of a single store. Compete with Amazon. Free inventory uploads. 1998 2000 2004 2005 2008 2010 2013 2014 2016 2017 2018 2007 2006 GOOGLE LAUNCHES SWIS GMB INVENTORY
  45. 45. GMB Knowledge Panel
  46. 46. Your location shows up in GMB, when someone Googles the name of a product in your inventory!
  47. 47. Why? To shift to Local Buying Intent Shopping habits are changing. Have you noticed? 97% 75% 97% of consumers search online to find local businesses. Over 75% of consumers will turn to Google first to help them make these decisions. Google calls these “micro moments,” slivers of time when consumers’ buying intent is at an all time high.
  48. 48. Then… Google spreads your inventory via SURFACES ACROSS GOOGLE.
  49. 49. Visibility EVERYWHERE Google puts photos Top advertising space for free. Free Promotion of all SKUs Prime Advert Space 1998 2000 2004 2005 2008 2010 2013 2014 2016 2017 2020 2007 2006 GOOGLE EXPANDS SWIS TO SURFACES ACROSS GOOGLE
  50. 50. Simply link your inventory to GMB with SWIS and Surfaces spreads your inventory automatically to: Popular Products Google Search Google Images Google Shopping Google Maps Google Lens
  51. 51. Inventory Paid Ads Local Listings Organic Listings FAQs DECONSTRUCTING THE SERP
  52. 52. Google Search Results
  53. 53. Google shopping
  54. 54. Google Images
  55. 55. Google Maps
  56. 56. I’m about to show you the 2 ways to win with this info. Before we talk about how to win, remember how customers buy.
  57. 57. Every consumer buying decision follows a predictable course. At each milestone, businesses have a chance to influence the path. Let’s examine more closely. PATH TO PURCHASE
  58. 58. MICRO MOMENT
  59. 59. MICRO MOMENT
  60. 60. DISCOVERY 1
  61. 61. DISCOVERY 1
  62. 62. CHOICE 2
  63. 63. CHOICE 2 Paid Ads Local Listings Organic Listings FAQs Inventory
  68. 68. 5 STAY CONNECTED
  69. 69. Here’s where you cross the consumer path and it’s all reported in the LOCAL AUTHORITY score. Micromoment Be in the GMB 3-pack Put your inventory on Google Get found Organic Search Results Present Ads 1 Discovery Have compelling Listing Profiles (GMB photos, posts) Offer social proof/reviews, tantalizing education, Q&A, simple CTAs. 2 Choice Buy Now, Call, Driving Directions, Make Appointment, Others 4Actions MMS Email Ads 5 Connections 3 Influence GMB products, services, menus Website & landing page optimization Make your Compelling Offer
  70. 70. BRAND HEALTH (Choice) IMPRESSION HEALTH (Choice) LISTING HEALTH (Discovery) REPUTATION HEALTH (Influence) ENGAGEMENT HEALTH (Influence) Scoring system to maximize Local Search metrics Measures location profile accuracy Measures content scheduling Measures review ratings Measures responsivenessMeasures profile interactions
  71. 71. GMB OPTIMISATION SET-UP KNOWLEDGE IS POWER Business Name Choose Proper Categories (Up to 10) Set Service areas (if SAB) Hours (+ Special Hours/Holidays) Phone Numbers (with tracking) Profile Short Name Main Website URL (with UTM tracking parameters) Contact Website URL (with UTM tracking parameters) Products Category Entries Services Category Entries Highlights (attributes) Business Description Opening Date Initial Photos/Videos Review/Add Users Create GMB Q&A Submit to Directory Aggregators Submit to Industry Specific Directories Initial Profile Alignment
  72. 72. As Submitted Weekly Monthly Website Annually Respond to new questions Respond to new reviews GMB Posts Add more photos Send out review requests from customers Check for spam listings Review data and rankings for the past month Location and keyword are in the page Title Meta Description has keyword/categories and has call to action Main GMB categories are in page Images have alt tags with keywords Create specific page for each service/product offered Duplicate Suppression Data Aggregators ONGOING OPTIMISATION TASKS AUTOMATION IS LEVERAGE
  73. 73. OUR MARKETING OFFERING GMB Optimization Social Media Management Reputation Management SEO- technical, on-page, off-page Web Development Ad Management Content Creation Training We focus on Local SEO services and work with your existing webmaster for any changes required on your website. We also work with 3rd parties for specialist areas like social media management, online advertising or training.
  74. 74. Set Up Visibility (off-site) Credibility (off-site) Keyword Research Citations Review Management Competitor Analysis Photo/Video - Review site setup Website Structure - sizing - Review monitoring Website Content - alt-tagging - Review promotion Schema Mark-up - geo-tagging - Review promotion/amplification Monthly Reports - Ranking Content Services Consistency checks - Citation volume and consistency - Google posts Press Release distribution - Reviews - Q&A management - GMB Insights - SEO optimisation for website - GMB Competitive Ranking - Blogs - Google Analytics - Blog promotion/amplification - Social Media Analytics GMB OPTIMISATION SERVICES Call 01485 205009 or email to discuss your requirements.