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BrightonSeo - 5 Trends shaping the Future of Local Search - Sept 2016

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On 2nd September Myles Anderson, Brightlocal's CEO, presented at Brighton SEO. The topic was the 5 Trends Shaping the Future of Local Search.

Local Search is one of the most dynamic & fast-evolving areas of search marketing. Predicting the future is hard but current trends provide a great pointer for what is likely to come. In this presentation I take a close look at 5 trends that I believe will be dominant in the next 2-3 years and provide clear tips for local businesses & SEOs to capitalise on these trends.

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BrightonSeo - 5 Trends shaping the Future of Local Search - Sept 2016

  1. 1. @Bright_loca#BrightonSE 5 Trends shaping the future of Local Search
  2. 2. @Bright_loca#BrightonSE what is ?
  3. 3. @Bright_loca#BrightonSE Local SEO Reporting & Citation Service
  4. 4. @Bright_loca#BrightonSE Create In-depth research & content featured in:
  5. 5. @Bright_loca#BrightonSE Chat to us at Stand A3! 😃
  6. 6. @Bright_loca#BrightonSE 5 Trends shaping the future of Local Search
  7. 7. @Bright_loca#BrightonSE When is ‘The Future’? The next 2–3 years
  8. 8. @Bright_loca#BrightonSE Links to resources: www.brightlocal.com/futureoflocalsear ch
  9. 9. @Bright_loca#BrightonSE Local Search Maturity
  10. 10. @Bright_loca#BrightonSE Harder to rank high in local search results
  11. 11. @Bright_loca#BrightonSE We’re talking about ‘local pack’
  12. 12. @Bright_loca#BrightonSE 2008 Clear & simple
  13. 13. @Bright_loca#BrightonSE Competitive & Complex 2016
  14. 14. @Bright_loca#BrightonSE More businesses, well optimized
  15. 15. @Bright_loca#BrightonSE Google’s Local algo more sophisticated
  16. 16. @Bright_loca#BrightonSE Simple tactics used to deliver high rankings… o Optimized Google Local listing o Keyword stuffed business name o Linked website o A few citations
  17. 17. @Bright_loca#BrightonSE ….don’t have same impact anymore
  18. 18. @Bright_loca#BrightonSE Factors that once made businesses standout...
  19. 19. @Bright_loca#BrightonSE …are now just ‘foundation’ factors
  20. 20. @Bright_loca#BrightonSE Organic factors growing in influence 5.6 3.4 1.5 0.2 -1.3 -1.9 -2.4 -4.9-6 -4 -2 0 2 4 6 8 Links Behavioural On-Site Personalization Social Reviews Citations GoogleMyBusiness DifferenceChange: 2013 vs 2015 Source: Moz Local, Local Search Ranking Factors Study 2013 - 2015
  21. 21. @Bright_loca#BrightonSE What should local businesses do? ❓
  22. 22. @Bright_loca#BrightonSE 1. Tackle foundation factors & move on quickly 2. Build quality links (ideally location-relevant links) 3. Create local content to boost website authority 4. Build a website that your customers love ❓
  23. 23. @Bright_loca#BrightonSE Location Location Location ⌂
  24. 24. @Bright_loca#BrightonSE Location = Key Relevance Factor
  25. 25. @Bright_loca#BrightonSE Greater ‘Local Intent’ in searches
  26. 26. @Bright_loca#BrightonSE Google serves local results for more search terms
  27. 27. @Bright_loca#BrightonSE Service Terms Product Terms
  28. 28. @Bright_loca#BrightonSE More opportunity to reach local consumers 😃
  29. 29. @Bright_loca#BrightonSE But it’s not all good news… ☹
  30. 30. @Bright_loca#BrightonSE Local Search ➡ Hyperlocal Search
  31. 31. @Bright_loca#BrightonSE City ➡ Neighbourhood Google narrows radius of results
  32. 32. @Bright_loca#BrightonSE More businesses, well optimised
  33. 33. @Bright_loca#BrightonSE Almost impossible for businesses to rank in local pack for wide area
  34. 34. @Bright_loca#BrightonSE So what should local businesses do? ❓
  35. 35. @Bright_loca#BrightonSE ❓ 1. Maximise ‘Location Authority’ 2. Focus on organic ranking 3. PPC for different geos
  36. 36. @Bright_loca#BrightonSE o Accurate address on landing pages (mark-up with schema.org) o Accurate citations on powerful sites o Accurate citations on local sites o Links from local sites o City/town in anchor text o Detailed local content on your website ❓
  37. 37. @Bright_loca#BrightonSE 1. Maximise Location signals 2. Focus on organic ranking 3. PPC for different towns/cities ❓
  38. 38. @Bright_loca#BrightonSE Pay-to-Play 💰
  39. 39. @Bright_loca#BrightonSE Google under pressure to monetise ‘local’
  40. 40. @Bright_loca#BrightonSE Natural Paid Promotion
  41. 41. @Bright_loca#BrightonSE Ads in Local Results source: BrightLocal.com
  42. 42. @Bright_loca#BrightonSE 7 pack source: BrightLocal.com
  43. 43. @Bright_loca#BrightonSE 7 pack source: BrightLocal.com 3 pack
  44. 44. @Bright_loca#BrightonSE 7 pack source: BrightLocal.com 3 pack ‘Tupac’
  45. 45. @Bright_loca#BrightonSE Pay-Per-Lead
  46. 46. @Bright_loca#BrightonSE Pay-Per-Lead All paid-for positions
  47. 47. @Bright_loca#BrightonSE Amazon is also doing it!
  48. 48. @Bright_loca#BrightonSE Apple & Facebook are likely to follow 25% 67% 8% 0% Yes, definitely Yes, likely Not likely Not likely source: BrightLocal Local Expert Poll, July 2016
  49. 49. @Bright_loca#BrightonSE Is paid-for promotion all bad?
  50. 50. @Bright_loca#BrightonSE So what should local businesses do? ❓
  51. 51. @Bright_loca#BrightonSE 1. ‘Beyond-Google’ strategy 2. Build & leverage reputation 3. Pay! ❓
  52. 52. @Bright_loca#BrightonSE Mobile 📱
  53. 53. @Bright_loca#BrightonSE Mobile 1st
  54. 54. @Bright_loca#BrightonSE Mobile Searches Outstrip Desktop 19.7 30.7 46 66.5 81.8 94.7 54.9 61.6 63 65.6 64.6 63.8 0 10 20 30 40 50 60 70 80 90 100 2011 2012 2013 2014 2015 2016 Mobile Desktop *Billionsearches source: BIA Kelsey, May 2015
  55. 55. @Bright_loca#BrightonSE of mobile searches have local intent source: Google, May 2016 33%
  56. 56. @Bright_loca#BrightonSE Mobile user behavior requires new strategy
  57. 57. @Bright_loca#BrightonSE Rise of ‘Near Me’ Searches source: Google Trends, August 2016
  58. 58. @Bright_loca#BrightonSE ‘Near Me’ = Near & Now! source: Google Trends, August 2016
  59. 59. @Bright_loca#BrightonSE Growth of Voice Search
  60. 60. @Bright_loca#BrightonSE of all searches are now ‘Voice Searches’ source: Google, May 2016 10%
  61. 61. @Bright_loca#BrightonSE source: KPCB Internet Trends 2016 Local Information 22% Fun / Entertainment 21%Personal Assistant 27% General Information 30% Column1 22% of Voice Searches are ‘Local’
  62. 62. @Bright_loca#BrightonSE Natural, ‘semantic’ language
  63. 63. @Bright_loca#BrightonSE Mobile users are impatient
  64. 64. @Bright_loca#BrightonSE Mobile users want basic info, fast! 52% 47% 44% 37% 29% 27% 16% 15% 15% 14% 10% Physical Address Map / Driving Directions Opening Hours Phone Number Price List List of Products Customer Testimonials Photographs Store Finder Tool Contact Email About Us Page source: BrightLocal Study, May 2015
  65. 65. @Bright_loca#BrightonSE Businesses need more than just a mobile-optimised site
  66. 66. @Bright_loca#BrightonSE So what should local businesses do? ❓
  67. 67. @Bright_loca#BrightonSE Mobile 1st
  68. 68. @Bright_loca#BrightonSE 1. Maximise location signals 2. Create broad, rich ‘semantic’ content 3. Optimise content to give mobile users info they want, fast!
  69. 69. @Bright_loca#BrightonSE Reputation Marketing ⋆
  70. 70. @Bright_loca#BrightonSE Build & leverage a positive reputation to attract new customers
  71. 71. @Bright_loca#BrightonSE Local Ranking factor + Conversion factor
  72. 72. @Bright_loca#BrightonSE Conversion
  73. 73. @Bright_loca#BrightonSE of consumers read online ‘local’ reviews 92% Source: BrightLocal, Local Consumer Review Survey 2015
  74. 74. @Bright_loca#BrightonSE say positive reviews make them trust a business more 68% Source: BrightLocal, Local Consumer Review Survey 2015
  75. 75. @Bright_loca#BrightonSE Positive reviews increase clicks by 22% Source: BrightLocal Study, July 2016 63% 66% 61% 43% 42% 37% Plumber Florist Estate Agent With Reviews Without Reviews
  76. 76. @Bright_loca#BrightonSE Ranking Factor
  77. 77. @Bright_loca#BrightonSE High correlation between reviews & local ranking Source: LocalSEOGuide.com - 2016 Local SEO Ranking Factors
  78. 78. @Bright_loca#BrightonSE But many businesses don’t actively grow or leverage their reputations
  79. 79. @Bright_loca#BrightonSE Power of Reputation is not confined to search
  80. 80. @Bright_loca#BrightonSE o On-site o Social marketing o Email marketing o Offline marketing o Sales materials
  81. 81. @Bright_loca#BrightonSE So what should local businesses do? ❓
  82. 82. @Bright_loca#BrightonSE 1. Implement an effective review strategy 2. Encourage reviews on all key sites – not just google 3. Publish reviews on their own site 4. Utilise reviews in all marketing materials 5. Be persistent in getting more reviews ❓
  83. 83. @Bright_loca#BrightonSE Local Search Maturity Location, Location, Location Pay-to-Play Mobile Reputation Marketing ⋆ 📱 💰 ⌂
  84. 84. @Bright_loca#BrightonSE Links to resources: www.brightlocal.com/futureoflocalsear ch
  85. 85. @Bright_loca#BrightonSE myles@brightlocal.com 01273 917 374 www.BrightLocal.com
  86. 86. @Bright_loca#BrightonSE Stand A3
  87. 87. @Bright_loca#BrightonSE Thank You 😃

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