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Inside local - state of local search

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Inside local - state of local search

  1. 1. July 10th 2013 ‘The State of Local Search’
  2. 2. House keeping… Webinar is being recorded Post questions in question module Slidedeck uploaded to slideshare.net Follow up email with all details Presentation then Q&A
  3. 3. About ‘InsideLocal’ BrightLocal & Local Search Forum Bi-weekly webinar series Hot issues, trends & opportunities Great content, excellent speakers Advanced, Informative & actionable More webinars & dates at the end
  4. 4. Speakers Mike Blumenthal Blumenthals.com Andrew Shotland Localseoguide.com Phil Rozek Localvisibilitysystem. com
  5. 5. Presenters Myles Anderson BrightLocal.com Linda Buquet Localsearchforum.com
  6. 6. ‘The State of Local Search’ Agenda: Google Places for Business Dashboard, 'Carousel' & algorithm updates Google+ Business updates, tips &insights Apple Maps Update & optimization tips
  7. 7. Google Places updates Mike Blumenthal Blumenthals.com/blog mike@blumenthals.com Twitter: @mblumenthal
  8. 8. It’s Not Your Mother’s Yellow Pages Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com Twitter: @mblumenthal
  9. 9. iCrossing
  10. 10. Started in US – Single Language Countries Phased Replacement of existing dashboard Rolling out over the next few months
  11. 11. Old Dashboard MapMakerNew Dashboard Google Plus Third Party DataMain Index Canonical Local Listing Data
  12. 12. Listings display across different array of devices
  13. 13. Listings display across different array of platforms
  14. 14. Shows 9-20 Listings Depending on Screen Very Little Room Above the Fold Most Links Lead to Google Properties Ranking is the same as before
  15. 15. Use Great Photos Consider an Ad on your Brand Reviews Take on Increasing Importance
  16. 16. It’s Not Your Mother’s Yellow Pages Mike Blumenthal, blumenthals.com/blog mike@blumenthals.com Twitter: @mblumenthal
  17. 17. Google+ updates, insights & tips Phil Rozek LocalVisibilitySystem.com
  18. 18. What You Need to Know About Those Pages That Google can’t Just Pick a Name for….
  19. 19. 7 Sections: 1. Quick history 2. Getting the names straight 3. The one thing you must know 4. Should you “upgrade”? 5. Upgrading in different situations 6. Common mistakes to avoid 7. What if there are problems?
  20. 20. Quick history Before May 30, 2012: Google’s business listings were simple. All you had to know was your local listing was called a Google Places page.
  21. 21. Quick history On May 30, 2012: Google rocked the boat: 1. Google Places became “Google+ Local” 2. Gave some businesses the option of combining their Google+ Local page with a “Google+ for Business” page.
  22. 22. Getting the names straight 4 types of pages to (try to!) remember: 1.“Google+ Local” page 2.“Google+ for Business” page 3.“Upgraded” Google+ Local page 4.“Personal” Google+ page
  23. 23. Getting the names straight 1. “Google+ Local” page = new name for a Google Places page
  24. 24. Getting the names straight
  25. 25. Getting the names straight 2. “Google+ for Business” page = a page for any type of business (not necessarily a “local” business)
  26. 26. Getting the names straight
  27. 27. Getting the names straight 3. “Upgraded” Google+ Local page = what you get when you combine the first two. It’s fully “social”
  28. 28. Getting the names straight
  29. 29. Getting the names straight 4. “Personal” Google+ page = same idea as a personal Facebook page
  30. 30. Getting the names straight Relationship between Google+ Local (#1) and “Google+ for Business” (#2): You can have one without the other, or you can choose to “merge” them (if your business is eligible).
  31. 31. Getting the names straight Relationship between “personal” Google+ (#4) and all the other 3 types of pages None, necessarily. They only cross paths if you’ve implemented authorship markup.
  32. 32. The one thing you must know The ranking benefits of “upgraded” pages are at most indirect. The only real difference between a page that has been upgraded and one that hasn’t been upgraded: the “social” bells and whistles.
  33. 33. The one thing you must know We don’t know whether “upgraded” pages have any direct rankings benefits. They probably only help indirectly. The only real difference between a page that has been upgraded and one that hasn’t been upgraded: the “social” bells and whistles. Quick rundown of social features of G+:
  34. 34. The one thing you must know Social feature 1: Posts Google digs content.
  35. 35. The one thing you must know Social feature 2: Circles You can add customers (and businesses) to your circles, and they can add you back.
  36. 36. The one thing you must know Social feature 3: +1s Customers and others can “+1” your business. This is like a Facebook “like.”
  37. 37. The one thing you must know Social feature 4: B2B reviews
  38. 38. The one thing you must know The other main benefits: The Google+ dashboard is much nicer than the old Places dashboard. Photo & video uploads are instant.
  39. 39. The one thing you must know Because the main reason to upgrade is to get the social features, your decision is: Do you see yourself spending any time engaging with customers - and do you see them engaging back? If not, don’t bother upgrading.
  40. 40. Should you “upgrade”? The only case in which it’s a no-brainer: If you’re a one-location business, and if most or all of your customers come to your location, and if you’re willing to spend at least little time using the social features of Google+. Otherwise, you probably shouldn’t upgrade your page. More detail:
  41. 41. Should you “upgrade”? Scenario 1: “Service-area” business If you travel to customers rather than the other way around, you shouldn’t upgrade.
  42. 42. Should you “upgrade”? Scenario 2: Multiple locations Only if you’re willing to upgrade just one location. Google won’t let you do more than one location in the same account. (Technically, you could create separate accounts for each location, but they’re probably all in the same account.)
  43. 43. Should you “upgrade”? Scenario 3: Data issues If there’s inaccurate info on your Google page, hold off on upgrading until fixed.
  44. 44. Should you “upgrade”? Scenario 4: Not interested in engaging with customers As I mentioned, no point in upgrading if you don’t think you’ll use the social features. Simply having them won’t help.
  45. 45. Upgrading in different situations Situation 1: You’ve got one location and one Google Places page…
  46. 46. Upgrading in different situations Sign into Google account you created your Google Places page in. Go to plus.google.com. Create page for “Local Business.” Follow Google’s prompts for merging the two. Wait until Google sends you a postcard in the mail with a PIN on it. Only once you sign into Google+ and enter that PIN will you have an “upgraded” page.
  47. 47. Upgrading in different situations Situation 2: You’ve got multiple locations, and multiple Google Places pages…
  48. 48. Upgrading in different situations Pick ONE location you’d like to upgrade. Sign into Google account you created that Google Places page in. Go to plus.google.com. Create “Local Business” page for location you’re upgrading. Follow Google’s prompts for merging. Go through PIN-verification process.
  49. 49. Upgrading in different situations Situation 3: You’re hanging your shingle on local Google for the 1st time…
  50. 50. Upgrading in different situations Go to google.com/placesforbusiness and create a Places page. Verify by postcard. Takes 1-2 weeks. (At this point, you’ll have a Google+ Local page, but not the upgraded kind. Granted, you’ll probably have the sleek new “dashboard,” but that’s different.) If you want to upgrade, do the same process I described: create a Plus page in the same account, request the merge, and verify by PIN.
  51. 51. Common mistakes to avoid Mistake 1: Not making absolutely certain you’re creating your Google+ page in the same Google account that your Places page is in. You won’t be able to merge the two.
  52. 52. Common mistakes to avoid Mistake 2: Not creating a Google+ page of the “Local Business” variety You won’t be able to merge.
  53. 53. Common mistakes to avoid Mistake 3: Trying to upgrade if you’re a service-area business. You’ll be able to merge the two pages, but you’ll probably be penalized because you won’t be able to hide the address on your Google+ for Business page.
  54. 54. What if there are problems? If you do the stuff I mentioned, you’ll likely be able to “upgrade” without incident. But it’s Google, and that means anything can happen. Fortunately for us, these days Google is OK at helping you sort out “issues.”
  55. 55. What if there are problems? Use the “Google Places Troubleshooter”
  56. 56. What if there are problems? They’ll ask lots of diagnostic questions. You’ll want to have the links to your Google listing(s) on-hand. Here’s the part of the link they’ll want:
  57. 57. What if there are problems? You might also be given the option of getting on the phone (!) with a rep. Don’t shy away from picking up the phone.
  58. 58. That’s it! Phil Rozek localvisibilitysystem.com
  59. 59. Questions? Google+ updates, insights & tips
  60. 60. Optimization for Apple Maps Andrew Shotland localSEOguide.com
  61. 61. How To Optimize Your Business for Apple Maps LSA 2013 Andrew Shotland LOCAL SEO GUIDE Enterprise SEO Consulting for Companies With Screwed-Up Websites
  62. 62. Think Apple Maps Suck? LSA 2013 Andrew Shotland LOCAL SEO GUIDE
  63. 63. 1,000,000,000 iOS Devices by 2015 http://www.asymco.com/2012/09/17/projecting-ios-devices-through-itunes-account-growth/
  64. 64. Top 5 Client OS 9/12 1. Windows 2. iOS 3. Macintosh 4. Android 5. iOS6 Source: Google Analytics, Average for 50MM Visits, Sep 2012 v. Feb 2013 v. July 2013 2/13 1. Windows 2. Macintosh 3. iOS 4. iOS6 5. Android iOS6 Devices = 82% of all iOS visits 7/13 1. Windows 2. iOS 3. iOS6 4. Android 5. Macintosh
  65. 65. Default Map for Every iOS Location App
  66. 66. 35% of iPhone Users Use It? http://blumenthals.com/blog/2013/03/05/driving-directions-survey-a-fragmented-but-important-market/
  67. 67. Apple Maps US Data Core business listings Reviews
  68. 68. Sushi for Lunch?
  69. 69. Reviews
  70. 70. Tips  Yelp Mobile
  71. 71. Pics
  72. 72. No Pics
  73. 73. Bad Pics
  74. 74. Business Lost?
  75. 75. Report a Problem
  76. 76. Report a Problem
  77. 77. Update Data
  78. 78. Move Pin
  79. 79. Check Your Data! http://webapp.localeze.com/directory/search.aspx http://www.mybusinesslistingmanager.com/ http://factual.com/contact
  80. 80. http://applemapsmarketing.com/2012/10/how-to-add-your-business-listing-to-apple-maps/
  81. 81. Questions? Optimization for Apple Maps
  82. 82. InsideLocal: upcoming webinars July 31st – Optimizing the perfect local business website – Mike Ramsey + 1 more (tbc) August 14th – Great sales strategies for local agencies – Laura Betterley & David Sprague September 10th – Enhanced citation optimization – David Moceri, Myles Anderson + 1 more (tbc)
  83. 83. Unanswered questions… Post these on Local Search Forum Speakers & Presenters will try to answer as many as possible www.localsearchforum.com/…
  84. 84. www.localsearchforum.com/tbc…. www.brightlocal.com/insidelocal
  85. 85. That’s all folks!

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