Insidelocal Webinar - Local Search Ranking Factors Debate - November 2013

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With recent updates to the display of Google's local results & the algorithm which drives them, how does this alter the influence of certain local ranking factors?

- Does it put more emphasis on pure local signals like reviews & downplay on-site signals such as website authority?

In this webinar we ask 4 local search experts to share their opinions & observations, and debate the changing influence of local ranking factors.

Agenda:

1. Understanding Recent Display & Algo Changes
2. Debate & Compare Most Important Ranking Signals
3. SEO Strategy – New vs. Established Businesses
4. What the Future holds - predictions for 2014

Speakers:

1. Andrew Shotland (www.localseoguide.com)
2. Mike Ramsey (www.niftymarketing.com)
3. Phil Rozek (www.localvisibilitysystem.com)
4. Dev Basu (www.poweredbysearch.com)

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Insidelocal Webinar - Local Search Ranking Factors Debate - November 2013

  1. 1. Nov 21st 2013 ‘Local Search Ranking Factors – Panel Debate’
  2. 2. ‘Local Ranking Factors Debate’ Agenda: Understanding Recent Display & Algo Changes Debate & Compare Key Ranking Signals SEO Strategy – New Vs. Established Businesses 2014 – Future Predictions For Ranking Factors
  3. 3. House keeping… Live Q&A and chat Q&A Webinar is being recorded Recording available by Monday No webcam view (boo…) Slidedeck uploaded to slideshare.net Follow up email with all details
  4. 4. Polls Running Run 3 polls during the webinar Sample of 500+ Marketers/SEOs/SMBs Understand how YOU see these changes Show the results at end of the Q&A
  5. 5. Speakers Andrew Shotland Mike Ramsey LocalSEOguide.com Niftymarketing.com
  6. 6. Speakers Dev Basu Phil Rozek Poweredbysearch.com Localvisibilitysystem. com
  7. 7. Hosts & Help Myles Anderson Linda Buquet Colan Neilson BrightLocal.com Localsearchforum.com Imprezziomarketing.com
  8. 8. ‘Local Ranking Factors Debate’ Section 1 Understanding Recent Display & Algorithm Changes Myles Anderson BrightLocal.com
  9. 9. Google Updates Timeline Oct 2013 Aug 2013 May 2012 Apr 2012 Jan / Feb 2012 Feb 2011 Oct 2010 Pre-Oct 2010 Return to pure results? Hummingbird (announced Sept) Google Places replaced by G+ Local Penguin Venice / Pure results disappear Panda Places Search Pure results only
  10. 10. Pre-Oct - Blended SERP Results How to identify Blended results   Fewer “pack” type results   Result title pulls from website title tag High ranking local results have linked website Business can’t rank in both organic & local at same time – no duplication Thanks to: Imprezzio Marketing, Blumenthals.com, NGS Marketing, Plasticsurgerystuidos.com
  11. 11. Post-Oct - Pure Local SERP Results How to identify pure local results   Always get “pack” result   Result title pulls from Google+ listing High ranked listing can have no linked website Business can have ‘double’ ranking on rank on p1 in both organic & local Thanks to: Imprezzio Marketing, Blumenthals.com, NGS Marketing, Plasticsurgerystuidos.com
  12. 12. Post-October – Shift in ‘Pure’ Algo? Likely winners & losers     Citations Category selection Listing verification Reviews  Links  Site structure  Domain Authority
  13. 13. What do we want to know? Why has Google made this change? Is it a permanent change? Is it purely a display change or has algo shifted and how does it change influence of ranking factors?
  14. 14. ‘Local Ranking Factors Debate’ Poll-Time!
  15. 15. 1st Poll Do you think that recent changes are temporary or permanent?
  16. 16. 2nd Poll Since the recent changes, have your clients gained or lost in rankings?
  17. 17. 3rd Poll Have you changed your optimization tactics since these changes?
  18. 18. ‘Local Ranking Factors Debate’ Section 2 Debate & Compare Most Important Ranking Signals
  19. 19. Local Search Ranking Factors Survey Types of Ranking Signals  On-page Signals  Link Signals  External Location Signals (citations etc)  Place Page Signals  Review Signals  Social Signals  Behavioral / Mobile Signals  Personalization
  20. 20. Influence of Ranking Signals - 2013 Personalization (8.3%) Place Page Signals (19.6%) Behavioral/ Mob Signals (6.1%) External Loc. Signals (16%) Social Signals (6.3%) On-page Signals (18.8%) Review Signals (10.3%) Link Signals (14.4%)
  21. 21. Organic Signals - ‘On-page’ + ‘link’ signals Links – count, quality, velocity Site structure Localized Content & landing pages Presence of NAP Schema.org / structured mark-up Keywords in Titles/description
  22. 22. Citations Citation consistency (NAP, rich data) Citation Quality vs. quantity Structured vs. Unstructured Velocity of Citations High Authority vs. niche vs. local
  23. 23. Place Page Signals Category selection Listing verification / merged listing Location & local phone number Keywords/location in listing title Age of Google listing
  24. 24. Location & Distance Distance from centroid Ranking in wider map area Population/business density
  25. 25. Review Signals Google native vs. 3rd party reviews Review quantity, diversity, velocity Review content (keywords) Reviewer authority
  26. 26. Social Signals Google+ Authority G+ vs. Twitter vs. Facebook
  27. 27. Didn’t get your question answered? Post it here! http://www.localsearchforum.com/showthread. php?t=11998
  28. 28. ‘Local Ranking Factors Debate’ Section 3 SEO Strategy New vs. Established Businesses
  29. 29. New vs. Established Businesses How do you vary your approach to optimization for new vs. established businesses?
  30. 30. ‘Local Ranking Factors Debate’ Section 4 2014 – Future Predictions for Ranking Factors
  31. 31. ‘Local Ranking Factors Debate’ Poll Results
  32. 32. Poll 1 - Do you think that recent changes are temporary or permanent? 60% 57% 50% 40% 30% 20% 22% 21% 10% 0% Permanent Temporary Don't know
  33. 33. Poll 2 - Since the recent changes, have your clients gained or lost in rankings? 60% 50% 48% 40% 30% 20% 10% 0% 19% 17% 7% Big gains 9% Small gains No change / Some gains, some losses Small losses Big losses
  34. 34. Poll 3 - Have you changed your optimization tactics since these changes? 35% 33% 30% 25% 20% 15% 21% 16% 10% 15% 15% Plan to We're waiting 5% 0% BIG changes SMALL changes Current strategy correct
  35. 35. Upcoming Webinars  Dec 6th – Optimization for Service Area Businesses – Matthew Hunt & Thomas Ballentyne ….  Jan (tbc) – Mobile Optimization for Local Businesses – Gideon Rubin + 1 more  Jan (tbc) – ‘State of the Union’ for Local Search  Feb (tbc) – Optimal Reporting for Local SEOs – Myles Anderson & Phil Britten  Feb (tbc) – Advanced G+ Optimization – Linda Buquet
  36. 36. Keep track & Register www.brightlocal.com/insidelocal www.localsearchforum.com/insidelo cal-webinars
  37. 37. That’s all folks!

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