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.

@DavidMihm @SLCSEM Local Search Ranking Factors 2012

2,276 views

Published on

Local SEO expert David Mihm visited #SLCSEM June 12, 2012 to give a presentation on the latest local ranking factors & share his POV on the evolution of Google+Local, and what it means to search results going forward.

Published in: Technology, News & Politics
  • Be the first to comment

  • Be the first to like this

@DavidMihm @SLCSEM Local Search Ranking Factors 2012

  1. 1. Local Ranking Factors SLCSEMca. Early June, 2012 June 12 2012 © David Mihm / GetListed.org, Inc. 2012
  2. 2. © David Mihm / GetListed.org, Inc. 2012
  3. 3. Screenshot: Linda Buquet, Catalyst e-Marketing © David Mihm / GetListed.org, Inc. 2012
  4. 4. © David Mihm / GetListed.org, Inc. 2012
  5. 5. © David Mihm / GetListed.org, Inc. 2012
  6. 6. We haven’t quite gotten there… © David Mihm / GetListed.org, Inc. 2012
  7. 7. We haven’t quite gotten there… …but we’re pretty close! © David Mihm / GetListed.org, Inc. 2012
  8. 8. Author markupToday—Blended Search Website information Place information Plus page Blended Local results © David Mihm / GetListed.org, Inc. 2012
  9. 9. ―We want to show everything weknow about a business.‖--Paraphrase of Joel HeadleyLocal University EdmontonMay 1 2012 © David Mihm / GetListed.org, Inc. 2012
  10. 10. © David Mihm / GetListed.org, Inc. 2012
  11. 11. © David Mihm / GetListed.org, Inc. 2012
  12. 12. © David Mihm / GetListed.org, Inc. 2012
  13. 13. …the envelope please… © David Mihm / GetListed.org, Inc. 2012
  14. 14. © David Mihm / GetListed.org, Inc. 2012
  15. 15. The Top Tenfor 2012 © David Mihm / GetListed.org, Inc. 2012
  16. 16. 2008 vs 20121 Individually Owner-verified Place Page (PLACE PAGE)2 Physical Address in City of Search (PLACE PAGE)3 Proper Category Associations (PLACE PAGE)4 Product / Service Keyword in Business Title (PLACE PAGE)5 Proximity of Address to Centroid (PLACE PAGE)6 Quantity of Structured Citations (IYPs, Data Aggregators) (OFF-SITE)7 Quantity of Inbound Links to Domain (OFF-SITE)8 Location Keywords in Anchor Text of Inbound Links to Domain (OFF-SITE)9 Quantity of Native Google Places Reviews (w/text) (REVIEWS)10 Product / Service Keyword in Place Page Description (PLACE PAGE) © David Mihm / GetListed.org, Inc. 2012
  17. 17. Many of the Fundamentals are still the same.• Having a physical location in the right city isparamount.• Categories are huge.• Citations and location data are still critical.• Quantity of reviews are still way more importantthan quality.…and yes, proximity to centroid still has influence. © David Mihm / GetListed.org, Inc. 2012
  18. 18. Categories…a little more difficult with +Local. © David Mihm / GetListed.org, Inc. 2012
  19. 19. Citations - Importance of Local Ecosystem is NOT changing anytime soon - Exclusive focus on Places is pure folly - You MUST fix your data at upstream data providers - AND at Google Mapmaker © David Mihm / GetListed.org, Inc. 2012
  20. 20. © David Mihm / GetListed.org, Inc. 2012
  21. 21. © David Mihm / GetListed.org, Inc. 2012
  22. 22. NAP Audit –Getlisted.org © David Mihm / GetListed.org, Inc. 2012
  23. 23. + © David Mihm / GetListed.org, Inc. 2012
  24. 24. © David Mihm / GetListed.org, Inc. 2012
  25. 25. © David Mihm / GetListed.org, Inc. 2012
  26. 26. Duplicates are still an issue. © David Mihm / GetListed.org, Inc. 2012
  27. 27. Centroid Bias © David Mihm / GetListed.org, Inc. 2012
  28. 28. Centroid Bias © David Mihm / GetListed.org, Inc. 2012
  29. 29. Centroid Bias Some factors may be country or region-specific depending on the quality of Googles data. © David Mihm / GetListed.org, Inc. 2012
  30. 30. © David Mihm / GetListed.org, Inc. 2012
  31. 31. What’s new?Blended Search. © David Mihm / GetListed.org, Inc. 2012
  32. 32. © David Mihm / GetListed.org, Inc. 2012
  33. 33. © David Mihm / GetListed.org, Inc. 2012
  34. 34. Remember this? © David Mihm / GetListed.org, Inc. 2012
  35. 35. Remember this? (~October 2007) © David Mihm / GetListed.org, Inc. 2012
  36. 36. © David Mihm / GetListed.org, Inc. 2012
  37. 37. © David Mihm / GetListed.org, Inc. 2012
  38. 38. © David Mihm / GetListed.org, Inc. 2012
  39. 39. © David Mihm / GetListed.org, Inc. 2012
  40. 40. But we HAVE come a long way! © David Mihm / GetListed.org, Inc. 2012
  41. 41. What’s new?Blended Search.It’s now critical that Google is able toassociate your website with yourlocation(s).And for you large corporations…the ball isnow in your court. © David Mihm / GetListed.org, Inc. 2012
  42. 42. Blended Search Advantages for Larger companies © David Mihm / GetListed.org, Inc. 2012
  43. 43. Blended Search for Large Companies• Optimized, indexable store locator & locationpages• Utilize Schema.org and KML*• Put some thought into your data strategy• Submit individual location URLs to +Local andaggregators*not so much for ranking but to let your other factors work for you! © David Mihm / GetListed.org, Inc. 2012
  44. 44. What Else Is New? © David Mihm / GetListed.org, Inc. 2012
  45. 45. What Else Is New? © David Mihm / GetListed.org, Inc. 2012
  46. 46. What Else Is New? (#31) (#24) (#18) Every single one of these is interesting (to me at least). © David Mihm / GetListed.org, Inc. 2012
  47. 47. ! © David Mihm / GetListed.org, Inc. 2012
  48. 48. © David Mihm / GetListed.org, Inc. 2012
  49. 49. © David Mihm / GetListed.org, Inc. 2012
  50. 50. Unstructured Reviews Hat tip: Michael Cottam © David Mihm / GetListed.org, Inc. 2012
  51. 51. What Else Is New? © David Mihm / GetListed.org, Inc. 2012
  52. 52. What Else Is New? © David Mihm / GetListed.org, Inc. 2012
  53. 53. +Local less reliant on the link graph than Google.com? “It appears that sites, for which the backlinks anchor text style is mostly “converting keywords”-rich, are regarded with much lesser value in the Google+ Local search results, compared to siteswhose backlink anchor text profile consists mostly of “branded” keywords (domain name, business name).” @nyagoslav © David Mihm / GetListed.org, Inc. 2012
  54. 54. „There seems to be a trend (and it is not just inlocal search) towards decreasing the importanceof “keyword” anchor text, and increasing theimportance of “branded” anchor text.‟@nyagoslav © David Mihm / GetListed.org, Inc. 2012
  55. 55. „There seems to be a trend (and it is not just inlocal search) towards decreasing the importanceof “keyword” anchor text, and increasing theimportance of “branded” anchor text.‟ ??? © David Mihm / GetListed.org, Inc. 2012
  56. 56. What Else Is New? http://en.wikipedia.org/wiki/File:Debutante-dress.jpg © David Mihm / GetListed.org, Inc. 2012
  57. 57. What Else Is New? 1 Individually Owner-verified Place Page (PLACE PAGE) 2 Physical Address in City of Search (PLACE PAGE) 3 Proper Category Associations (PLACE PAGE) 4 Product / Service Keyword in Business Title (PLACE PAGE) 5 Proximity of Address to Centroid (PLACE PAGE) 6 Quantity of Structured Citations (IYPs, Data Aggregators) (OFF-SITE) 7 Quantity of Inbound Links to Domain (OFF-SITE) 8 Location Keywords in Anchor Text of Inbound Links to Domain (OFF-SITE) 9 Quantity of Native Google Places Reviews (w/text) (REVIEWS) 10 Product / Service Keyword in Place Page Description (PLACE PAGE) © David Mihm / GetListed.org, Inc. 2012
  58. 58. Other Interesting Tidbits . . . . . . © David Mihm / GetListed.org, Inc. 2012
  59. 59. Other Interesting Tidbits © David Mihm / GetListed.org, Inc. 2012
  60. 60. Other Interesting Tidbits © David Mihm / GetListed.org, Inc. 2012
  61. 61. © David Mihm / GetListed.org, Inc. 2012
  62. 62. © David Mihm / GetListed.org, Inc. 2012
  63. 63. © David Mihm / GetListed.org, Inc. 2012
  64. 64. © David Mihm / GetListed.org, Inc. 2012
  65. 65. Putting It All into Perspective © David Mihm / GetListed.org, Inc. 2012
  66. 66. BirthTen Blue Links. © David Mihm / GetListed.org, Inc. 2012
  67. 67. The First Critical PeriodCitations / First 10-Packs. © David Mihm / GetListed.org, Inc. 2012
  68. 68. Early AdulthoodGeneric 10-Packs-> Hotpot.Citations start to become a “sine qua non”Reviews start to become a differentiating factor 1 Review volume 2 Keywords in reviews © David Mihm / GetListed.org, Inc. 2012
  69. 69. Recent History- Links Mostly domain level for SMBs Volume of linking domains Strength of top links- Citations Volume Particular sources- Reviews Volume Particular sources © David Mihm / GetListed.org, Inc. 2012
  70. 70. Where We’re Headed (!) © David Mihm / GetListed.org, Inc. 2012
  71. 71. Where We’re Headed © David Mihm / GetListed.org, Inc. 2012
  72. 72. Where We’re Headed What are the features / business evolutions where we haven’t seen [semi-permanent] interface changes yet? Sentiment Plus Social Proximity Authority Influencers Offers Mobile/Checkins WalletThe pace of evolution just continues to increase. © David Mihm / GetListed.org, Inc. 2012
  73. 73. Putting It All into Perspective Visually © David Mihm / GetListed.org, Inc. 2012
  74. 74. © David Mihm / GetListed.org, Inc. 2012
  75. 75. Title Tags + Links © David Mihm / GetListed.org, Inc. 2012
  76. 76. Citations +Location DataTitle Tags+ Links © David Mihm / GetListed.org, Inc. 2012
  77. 77. ReviewsCitations +Location DataTitle Tags+ Links © David Mihm / GetListed.org, Inc. 2012
  78. 78. ReviewsCitations +Location DataTitle Tags+ Links © David Mihm / GetListed.org, Inc. 2012
  79. 79. Social / Offline / +Local???ReviewsCitations +Location DataTitle Tags+ Links © David Mihm / GetListed.org, Inc. 2012
  80. 80. © David Mihm / GetListed.org, Inc. 2012
  81. 81. Vs. © David Mihm / GetListed.org, Inc. 2012
  82. 82. © David Mihm / GetListed.org, Inc. 2012
  83. 83. The Bottom LineSEO’s like to focus on easy, discrete, technical items they can“check off their lists.” Title tags with geo-keywords Data syndication KML / Geositemaps hCard / Schema.org Etc.There is still plenty of value in these items, especially inless competitive markets. But… © David Mihm / GetListed.org, Inc. 2012
  84. 84. The Bottom Line The algorithm is getting frighteningly complex. The reality is that you [will] need a holistic marketing strategy in order to ensure long-term success. © David Mihm / GetListed.org, Inc. 2012
  85. 85. © David Mihm / GetListed.org, Inc. 2012
  86. 86. The dust still has not settled (at least for me). © David Mihm / GetListed.org, Inc. 2012
  87. 87. The good news: More complex algorithm+ Frequent change Job security FTW! © David Mihm / GetListed.org, Inc. 2012

×