Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Driving Success from the Local Pack

340 views

Published on

My presentation from MozCon Local 2017, where I examined the behavior and elements of the Google Local Pack and showed how to measure it.

Published in: Marketing
  • Be the first to comment

Driving Success from the Local Pack

  1. 1. The Driving Data of Local Search George Freitag Local Search Evangelist, Moz @georgefreitag
  2. 2. How this will go: • Why the Local Pack is important • How is the Local Pack different • How can you influence the Local Pack • How to report on the Local Pack
  3. 3. It’s not enough to know the Local Pack You need to know your Local Pack
  4. 4. @georgefreitag Local Intent has Increased
  5. 5. @georgefreitag 9.1% 14.8% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Local Packs Show Up More Often 62% Increase in Local Pack Presence from 2014 to 2016 %ofGoogleSERPsthatcontainaLocalPack
  6. 6. @georgefreitag Single Business Results
  7. 7. @georgefreitag 0% 5% 10% 15% 20% 25% 30% Local Pack + Single Business %ofGoogleSERPsthatcontainaLocalSERP Almost a Quarter of SERPs use some kind of GMB-driven local result (no single business data available)
  8. 8. Analyze your Local Pack type
  9. 9. @georgefreitag Typical Local Pack
  10. 10. @georgefreitag Restaurant & Bar Local Pack
  11. 11. Hotel Local Pack
  12. 12. … you get more Google
  13. 13. @georgefreitag Restaurant & Bar “More Places”
  14. 14. ~25% of interactions with Local Pack SERPs are
  15. 15. @georgefreitag 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% hospitality heatlhcare & beauty restaurants & bars financial professional svc automotive retail Invisible Local Pack Interactions %ofinvisibleinteractionsw/LocalPack Clickstream data based on 14,000 queries from
  16. 16. @georgefreitag 45% of ”hotel” searches interact
  17. 17. @georgefreitag 25% of “car dealers” searches interact Hours
  18. 18. Know your Local Pack competitors
  19. 19. @georgefreitag “chinese restaurant” near seattle A B C The Local Pack Changes
  20. 20. @georgefreitag 2/14 2/16 2/17 “chinese restaurant” near seattle A B C B D A B D E The Local Pack Changes
  21. 21. @georgefreitag The Local Pack Changes 2/14 2/16 2/17 “clothing store” near houston A B C A D E F D G
  22. 22. @georgefreitag 0 0.2 0.4 0.6 0.8 1 1.2 Daily Change of Local Pack 3 out of 4 days the Local Pack changes 1,500 Local Pack queries over ~2½ weeks
  23. 23. @georgefreitag Daily Change of “More Places” “More Places” sees 4 changes every day 1,500 “More Places” queries over ~2½ weeks 0 1 2 3 4 5 6
  24. 24. @georgefreitag 0 1 2 3 4 5 6 7 8 automotive healthcare & beauty restaurants & bars financial hospitality professional svc retail Local Rank Changes by Category Some verticals change more frequently than others Average Map Changes per Day
  25. 25. @georgefreitag Rank Tracking by Frequency Rank Score Name Address 3 Wawa Philadelphia, PA · +1 215-492-0824 2 A1 Convenience Store Hoagie shop 502 N 7th St · +1 610-351-1199 2 CookiesGroceryStore 440 Hanover Ave · +1 610-770-0778 2 DencyGrocery & Deli 438 W Washington St · +1 610-433- 0606 2 Wawa Philadelphia, PA · +1 215-677-1708 1 ConvenientFood Mart Simpson, PA · +1 570-282-5505 1 Englishtown Liquors & Convenience Store Englishtown, NJ · +1 732-446-6565 1 Rodgers Convenience Store Rahway, NJ, USA · +1 732-388-8111 0 39 Gourmet Deli and Convenience Store New York, NY, USA 0 6-12 convenience store Marlboro Township, NJ, USA 0 7-Eleven Allentown, PA, USA 0 7-Eleven Whitehall, PA, USA
  26. 26. So what does all this mean for my Local Pack?
  27. 27. you have to know your audience really, really well
  28. 28. @georgefreitag This is my client OK, Google, where can I get a burger?
  29. 29. @georgefreitag “OK Google, where can I get a burger”
  30. 30. @georgefreitag One of these is not like the other
  31. 31. @georgefreitag Know your vertical ● Impressions ● Visibility ● Click-to-Call ● Driving Directions ● Photo views ● Form Downloads ● Website Visits What do you have?
  32. 32. @georgefreitag 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% hospitality heatlhcare & beauty restaurants & bars financial professional svc automotive retail Know customer behavior restaurant & bars Lots of stuff happening outside of visible metrics
  33. 33. @georgefreitag 0 1 2 3 4 5 6 7 8 automotive healthcare & beauty restaurants & bars financial hospitality professional svc retail Know your SERP changes restaurant & bars We know that “restaurants” can be volatile so showing up 4 out of 7 days is a pretty good goal
  34. 34. Showing up in the Pack 4 days a week? More impressions? More photo views? Local is working.
  35. 35. @georgefreitag “car dealer” ● Impressions ● Visibility ● Click-to-Call ● Driving Directions ● Photo views ● Form Downloads ● Website Visits What do you have? All right!
  36. 36. @georgefreitag 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% hospitality heatlhcare & beauty restaurants & bars financial professional svc automotive retail Know customer behavior automotive Lots of research going on so be sure to have GMB decked out
  37. 37. @georgefreitag 0 1 2 3 4 5 6 7 8 automotive healthcare & beauty restaurants & bars financial hospitality professional svc retail Know your SERP changes automotive Lots of changes here so let’s set reasonable goals around visibility
  38. 38. as long as it’s accompanied by more calls and driving directions. Showing up in the Pack 3 days a week is probably ok. Local is working.
  39. 39. @georgefreitag 1. Set KPIs%ofLocalPacksw/LocalPackCTAs 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% hospitality restaurants & bars financial retail professional svc automotive healthcare & beauty website drivingdirections phone
  40. 40. @georgefreitag 2. Find Competitors 2/14 2/16 2/17 “clothing store” near houston A B C A D E F D G
  41. 41. @georgefreitag 3. Apply KPIs There is no way to see if these were from direct searches or general searches [still designing] KPIs alone won’t do the trick
  42. 42. Get Paid!
  43. 43. use your understanding of the Local Pack to drive success metrics Analyze SERPs Identify KPIs Set Visibility Goals Analyze KPIs &Visibility Jointly
  44. 44. Thank you George Freitag Local Search Evangelist, Moz @georgefreitag

×