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)

1. Nov 21st 2013
‘Local Search Ranking Factors – Panel Debate’

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. 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. 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. Speakers
Andrew Shotland
Mike Ramsey
LocalSEOguide.com
Niftymarketing.com

6. Speakers
Dev Basu
Phil Rozek
Poweredbysearch.com
Localvisibilitysystem.
com

7. Hosts & Help
Myles Anderson
Linda Buquet
Colan Neilson
BrightLocal.com
Localsearchforum.com
Imprezziomarketing.com

8. ‘Local Ranking Factors Debate’
Section 1
Understanding Recent Display &
Algorithm Changes
Myles Anderson
BrightLocal.com

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. 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. 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. Post-October – Shift in ‘Pure’ Algo?
Likely winners & losers




Citations
Category selection
Listing verification
Reviews
 Links
 Site structure
 Domain Authority

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. ‘Local Ranking Factors Debate’
Poll-Time!

15. 1st Poll
Do you think that recent changes
are temporary or permanent?

16. 2nd Poll
Since the recent changes, have your
clients gained or lost in rankings?

17. 3rd Poll
Have you changed your optimization
tactics since these changes?

18. ‘Local Ranking Factors Debate’
Section 2
Debate & Compare Most
Important Ranking Signals

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. 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. 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. Citations
Citation consistency (NAP, rich data)
Citation Quality vs. quantity
Structured vs. Unstructured
Velocity of Citations
High Authority vs. niche vs. local

23. Place Page Signals
Category selection
Listing verification / merged listing
Location & local phone number
Keywords/location in listing title
Age of Google listing

24. Location & Distance
Distance from centroid
Ranking in wider map area
Population/business density

25. Review Signals
Google native vs. 3rd party reviews
Review quantity, diversity, velocity
Review content (keywords)
Reviewer authority

26. Social Signals
Google+ Authority
G+ vs. Twitter vs. Facebook

27. Didn’t get your question answered?
Post it here!
http://www.localsearchforum.com/showthread.
php?t=11998

28. ‘Local Ranking Factors Debate’
Section 3
SEO Strategy
New vs. Established Businesses

29. New vs. Established Businesses
How do you vary your approach to
optimization for new vs. established
businesses?

30. ‘Local Ranking Factors Debate’
Section 4
2014 – Future Predictions for
Ranking Factors

32. ‘Local Ranking Factors Debate’
Poll Results

33. 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

34. 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

35. 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

36. 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

37. Keep track & Register
www.brightlocal.com/insidelocal
www.localsearchforum.com/insidelo
cal-webinars

38. That’s all folks!