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10 Search Commandments
About Me
Colleen Harris
@cdawg2610
• First website was on Geocities
• Been in Digital Marketing for the
past 10 years
• Working at CDK Global since
2013
• Love of Link Building and Listings
• Called the “Google Whisperer”
10 Search Commandments
1. Demand verification
Google+ as a
social network is
gone
Google listings still matter to a business
2. Check your mobile business look
“50% of consumers who conducted a local search on their
smartphone visited a store within a day, and 34% who searched
on computer/tablet did the same.” 1
Are you putting
your client’s best
foot forward on
every screen?
3. Negotiate your duplicates
Clean Google for Duplicate Business Listings
Don’t know which page
is verified? Look for the
check mark.
Search “Business Name + plus.google.com”
On twitter? Use #ghelp hashtag
4. Get your review links up to date
Google moved the reviews from Plus to the
Local Finder, so it’s past time to update links.
Grade Us Review Link Builder
Pleper Google Review Link Builder
5. Mark your site in structured data
Structured Data = Markup of your business
information for the search engines
“We recommend using JSON-LD
as the data format.” 1
Which language to use?
JSON LD Playground
JSON MarkUp generator
6. Leave breadcrumbs for your visitors
Breadcrumbs = Website Navigation Trail for the
Search Engines
Add it in with your JSON in the header
Displays in Mobile and Desktop Search
7. Tell your story in photos
“80% of Internet shoppers say images are imperative when
deciding to buy or use a company’s product or services.” 1
Sort photos into groups:
Interior photos, Exterior photos, Product photos,
Team photos, and Additional photos
8. Citations do matter
“Citation quality and consistency remain
top-five factors for both pack results and in
competitive markets.” 1
Whitespark Local Citation Finder
Definitive Local Search Citations
Moz Local Search
Quality of Citation Matters – Higher DA the better
9. New chance to link build
Local Search Link Building isn’t
Traditional Link Building
Local Link Building looks at the relationship
between two sites over other factors
Community Pages – Automatic Local Links
10. One, two, three, four, five, six, seven,
eight, nine steps and remember…
If you do only one thing,
claim your Google Listing
and always be aware of
how you look on the map.
10. Fire!

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10 Local Search Commandments

  • 2. About Me Colleen Harris @cdawg2610 • First website was on Geocities • Been in Digital Marketing for the past 10 years • Working at CDK Global since 2013 • Love of Link Building and Listings • Called the “Google Whisperer”
  • 4. 1. Demand verification Google+ as a social network is gone Google listings still matter to a business
  • 5. 2. Check your mobile business look “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.” 1 Are you putting your client’s best foot forward on every screen?
  • 6. 3. Negotiate your duplicates Clean Google for Duplicate Business Listings Don’t know which page is verified? Look for the check mark. Search “Business Name + plus.google.com” On twitter? Use #ghelp hashtag
  • 7. 4. Get your review links up to date Google moved the reviews from Plus to the Local Finder, so it’s past time to update links. Grade Us Review Link Builder Pleper Google Review Link Builder
  • 8. 5. Mark your site in structured data Structured Data = Markup of your business information for the search engines “We recommend using JSON-LD as the data format.” 1 Which language to use? JSON LD Playground JSON MarkUp generator
  • 9. 6. Leave breadcrumbs for your visitors Breadcrumbs = Website Navigation Trail for the Search Engines Add it in with your JSON in the header Displays in Mobile and Desktop Search
  • 10. 7. Tell your story in photos “80% of Internet shoppers say images are imperative when deciding to buy or use a company’s product or services.” 1 Sort photos into groups: Interior photos, Exterior photos, Product photos, Team photos, and Additional photos
  • 11. 8. Citations do matter “Citation quality and consistency remain top-five factors for both pack results and in competitive markets.” 1 Whitespark Local Citation Finder Definitive Local Search Citations Moz Local Search Quality of Citation Matters – Higher DA the better
  • 12. 9. New chance to link build Local Search Link Building isn’t Traditional Link Building Local Link Building looks at the relationship between two sites over other factors Community Pages – Automatic Local Links
  • 13. 10. One, two, three, four, five, six, seven, eight, nine steps and remember… If you do only one thing, claim your Google Listing and always be aware of how you look on the map.

Editor's Notes

  1. As I set out thinking about todays panel, how internal teams keep on top of local search, it was while I was listening to “Hamilton The Musical” on repeat, which got me to ask the question “What would Alexander Hamilton Do” when thinking about the world, including todays talk. And out of that, the 10 search commandments were born.
  2. Nickname CDK intro – digital marketing agency in the auto industry. Manager over 7,000 (lots of research and data over what works and doesn’t for local search)
  3. in 2016, in can be overwhelming and exhausting to keep track of all the going ons in local search and maps listings. If it’s not Google making some sort of change, there’s a new directory or citation to research and see if it’s worth it. We are all in the same boat of trying to do the most with what we have, and not wanting to give up those good shots. With all these changes there’s still a central list of work every business should be following. Like Hamilton had his 10 commandments for a duel, I’ve created the “10 search commandments” for navigating local search and maps in 2016.   As we know from history and the musical, the schuyler sisters are all about the real work, so you’ll see them throughout the presentation highlighting the tools you can use later on.
  4. We all know Google Plus never caught on as a social media tool, and it’s finally dead. Google Plus as a social network is dead, but Google listing still matter to business and should be verified. That is how you can best control what information is in the knowledge graph, have insights of engagement to the listings, and respond to reviews. Google’s Business listing should always been known as “Patient Zero” data source for your business. Verified listings still matter for rankings and the local pack. This is Googles world, and we’re all just living in it.
  5. Google Released a study in 2014 looking at the local search behavior in the mobile world. As you see, over 50% of the traffic is convertible and wanting to engage with you. Given how much of the local search market is convertible traffic, have you taken a look to see how you look on mobile? (click to next photo) While the study was in 2014, we all know this number has only increased as we’ve moved more to the mobile world. Mobile optimization business listing tips --Set Profile Photo (in dashboard at business.google.com ) --upload other photos to tell your business story --are your hours correct? Are you adding holiday hours in? (Click to next photo) --is your address correct? It is the basis for the “Directions” starting point on mobile
  6. Despite Google Plus being dead, duplicate Google listings still exist, and need to be cleaned up. Moz’s most recent Local Search Ranking survey has “consistently of of Google my Business information” as one of the top 5 ranking factors. How to know what else is out there? Simple Google Search for “Business Name + plus.google.com” to find Plus pages that exist. You should have only one verified page with the checkmark. Other Plus pages without the checkmark – ignore, don’t worry about. Need to reach out to Google? You still have to go about contacting support in India. Have a more Complicated Issue? head to twitter with the hashtag ghelp It’s followed by the Google My Business in the US.
  7. With Google’s removal of business listings from Google Plus, it means the review links for a business have also changed. Now is the time to be updating these links on your website, in your follow up e-mails to customers, and everywhere else.   Bright Local’s most recent study say that 88% of people read reviews to determine the quality of a business - are your review links correct? Need to rebuild your links? Here are two links to utilize later. Put your business name in and they build all the links for you.
  8. Structured Data is the markup of your business information on the website in a particular language, which the search engines read and pull information from. This markup is the main source for knowledge graph information comes from, “zero results” in the search engines, and Google’s answers in the search results. there are a couple of different versions out there, so which one should you use? Go to the source, as Google has said that they prefer the JSON version of schema.
  9. Just like Hansel and Grettle did to try to get home, breadcrumbs is a navigation trail you put on your website Breadcrumbs are the website navigation for the visitors, and search engines, that show the relationship and navigation between pages. Using JSON for your breadcrumbs gives a consistently of site language, and means it can be in the header, and makes the site faster. Speeds up website for mobile viewers. When you mark up these pages, Google also displays this information in the search results. Take advantage of those shots Google gives you to impact the search results.  
  10. Studies have proven that 80% of internet shoppers say that images are imperative when deciding to buy a product or use a business. WhiteSpark’s local study says A fully optimized Google My Business listing can bring about 42% more clicks to directions to your business, and 35% more clicks to your website. Sort and update your photos based off of Google’s categories - interior and exterior photos, product photos (add links in your descriptions) and staff photos.   This is the first time Google has finally given a business the ability to influence the photos that tell your dealers story, so why not take advantage of it?
  11. Since the days of Geoities and a yahoo listing we could update that mattered, Consistent Name, Address, Phone Number and URL for a business impacts a business on the web. This is the same in 2016. As you build citations on the desktop remember to always be aware of how that looks on the mobile search or app – a logo on desktop Yelp could look entirely different on their app. 2. DA of the citation should be higher than your domains DA. This is a popularity conference and you are trying to hang out with the group just a bit cooler than you. The more high quality citations with links back, better for your domain. Even without followed links, citations with links give love. There are ways to do Citation work without playing the Yext game.
  12. Link building isn’t dead in local search, it just has a whole new look and feel for it. Links are now more about the relationship between two websites - Community partners, local organizations, sports teams - these are all the links you are looking for. Domains with a low authority shouldn’t be ruled out either.
  13. If there’s only one thing you do, claim, interact and be aware of what your Google listing looks like. It’s your lifeblood into the search world. You are Hamilton with one shot, don’t give it away.
  14. We all know the sign of a good talk is the swag they give away, and I didn’t want to leave everyone empty-handed – I’ve created a handy graphic of the 10 search commandments, which you can download now at my twitter handle, cdawg2610, the CDK Global Handle, or under the hashtag #tensearchcommandments