HOW GOOGLE HAS CHANGED
THE GAME OVER THE YEARS
And why Local Authority is the
secret weapon to win
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
GOOGLE JUST REACHED
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.
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.
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
"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."
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.
At least 96.4%
of Google’s total revenue that comes from
digital and display paid advertisements.
Google’s advertising revenue in 2019 was
Here’s what typical
Search looked like
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
Google launches: Google acquires:
In an effort to
“google” to dictionary as a verb
GOOGLE HITS AN
LEARN TO THINK
2 Main Components of the
Organic Search Algorithm
The degree to which a listing’s website content
matches the search inquiry.
Refers to the strength of the business in terms of its
domain authority calculated by traffic, backlinks, etc.
ALEXA RANKING KEYWORDS
SEARCH ENGINE OPTIMIZATION
TRAFFIC LINK BUILDING
THE BUSINESS EDGE:
To secure a top ranking, businesses deployed legions of SEOs who could fill
pages with keywords, generate traffic, raise a site’s domain authority.
The world underestimated the
significance of mobile.
IPHONE IS RELEASED
AND ABOUT TO CHANGE
HOW PEOPLE BROWSE
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.
GOOGLE HITS SOME
SNAGS AS A TEEN
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
Google is Always Changing the Game
by Changing the Algorithm, right?
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.
If Google delivers bad information (like the wrong
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
WHAT PEOPLE ARE
Fine on your desktop for educational searches
WHAT PEOPLE ARE
Ummmm... A cup of coffee, please?
Not usually a national result
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
GOOGLE WORKED SOME THINGS OUT:
1. 2. 3.People are searching on the go
with a mobile phone
People go where the pictures
People are looking for stuff
locally (here and now)
THE GAME SUDDENLY
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.
3rd Main Component Creates
Local Search Algorithm
The degree to which a listing matches the search.
Refers to the strength of the business in terms of SEO.
Describes the physical distance of a business from
the origin point of a search.
a.k.a Google Maps
a.k.a Google Local
GOOGLE MY BUSINESS
WHAT GOOGLE SEARCH
LOOKS LIKE WITH GMB
Map listings are now in the #1 spot –
above organic listings and it’s free!
GOAL CHANGE: GET
IN THE 3-PACK AND
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.
BENEFITS OF BEING IN THE
GOOGLE MAPS 3-PACK
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
“The #1 ROI strategy for a local
business is GMB optimisation.”
Local Search & Organic Search deliver greater ROI than other
digital marketing channels
Local Search & Organic Search deliver the highest
Local Search delivers more clicks and calls than other
GMB Optimisation vs. Organic and PPC
ORGANIC PAY-PER-CLICK GMB PROFILE
2 to 1
10 to 1
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
Name your photos
Showing results after 30 days of
optimisation where previously
there had been zero results
QUAID HARLEY DAVIDSON CASE STUDY
Local Search Organic Search Google Adwords
Results after 30 days
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
When they should be looking at their Local
of businesses haven’t claimed their profiles
haven’t filled in basic profile information
aren’t maintaining the profile on a
haven’t positioned themselves
as the best choice
aren’t optimised in the right
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
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.
Robotic technology for the home related
to the IoT or Internet of Things
The IoT is the
IoT refers to the
billions of devices
connected on the
IoT gives you the
ability to impact
the physical world
with virtual logic
IoT devices generate
more than 500
zettabytes of data
on smart devices is
estimated at $3T
WITH GOOGLE HOME
Google is your new homepage.
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
13. Suggest an edit link
14. Exterior photo
15. Add a Photo button
18. Review snippets
19. Rate and review button
21. People Also Searched For
05 06 07 08
Google’s trying to
for users and to present it
in a consistent way in the
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.
GOOGLE LAUNCHES SWIS
Your location shows up in GMB, when someone Googles
the name of a product in your inventory!
Why? To shift to Local
Shopping habits are changing.
Have you noticed?
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.
Google spreads your inventory via
SURFACES ACROSS GOOGLE.
Visibility EVERYWHERE Google puts photos
Top advertising space for free.
Free Promotion of all SKUs
Prime Advert Space
GOOGLE EXPANDS SWIS TO
SURFACES ACROSS GOOGLE
Simply link your inventory to GMB with SWIS and
Surfaces spreads your inventory automatically to:
Here’s where you cross
the consumer path and
it’s all reported in the
Micromoment Be in the GMB 3-pack
Put your inventory on Google
Get found Organic Search Results
Have compelling Listing
Profiles (GMB photos, posts)
Offer social proof/reviews,
tantalizing education, Q&A,
Buy Now, Call, Driving
GMB products, services, menus
Website & landing page optimization
Make your Compelling Offer
Scoring system to maximize
Local Search metrics
Measures location profile
Measures responsivenessMeasures profile
GMB OPTIMISATION SET-UP
KNOWLEDGE IS POWER
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
Create GMB Q&A
Submit to Directory Aggregators
Submit to Industry Specific Directories
Initial Profile Alignment
Respond to new questions
Respond to new reviews
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
AUTOMATION IS LEVERAGE
Social Media Management
SEO- technical, on-page, off-page
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
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
- 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
discuss your requirements.
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