Tips to thrive in a zero click local search ecosystem

1. Zero Click Search
For Local Search
Superheroes
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2. Carrie Hill
Co-Founder of Ignitor Digital Marketing
Webmaster/Event Coordinator at LocalU.org
Hello!
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3. What is Zero Click
Search?
And Why Does it Exist?
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4. #pubcon @CarrieHill
• Weather
• Flights
• Hotels
• Notable People
• Moments in History
• Towns & Locations
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Doubling Down

5. GoogleWants to show the information they trust, quickly
Doesn't trust very much
Doesn't make it easy to HELP them trust your info.
They get it wrong…. a lot…..
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6. 6
Query:
Cost to replace hot water heater
Actual Result:
Content/Fix-it/LeadGen sites
Anticipated Result:
Pricing range/info from Local Business
Localized to:
Smallish market in Virginia
Sometimes they’re wrong

7. Only 46% of Google MyBusinesss
Listings are claimed.
Local/Small Businesses are volatile -
they open and close a lot!
SMB/Local Biz Websites aren't so
great
Local is Particularly Affected
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http://www.lsainsider.com/study-56-of-local-retailers-havent-claimed-go
ogle-my-business-listing/archives

8. 46%Number of GMB Listings are claimed
80%Of the 46% are actually correct**
80%Regularly Updated - 90% of the time
by Google Itself**
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** Totally informal,
non-scientific Slack Poll
of 4 Local SEOs I Trust.

9. Branded
Vs
Non-Branded
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10. Branded
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Relies on the Website
Higher Converting
Targets Existing/Past
Customers
Relies on the website
Potential New Clients
Promotes New Products
Non-Branded

11. Websites are NOT obsolete!
Websites provide info on:
• Who you are
• What information is
correct
• What Products and
Services you offer
• How to Contact You
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12. #pubcon @CarrieHill
Non-Branded Queries Drive New Business
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"Locksmith"
"Brentwood, TN"
https://localfalcon.com

13. #pubcon @CarrieHill
Barnacle SEO Coined by Will Scott of Search Influence
If you can't beat 'em, join 'em!
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14. #pubcon @CarrieHill 14

15. “The internet is a cesspool
where false information
thrives. Brands are how you
sort out the cesspool”
Eric Schmidt, Google 2008
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16. Winning Your Brand's
Real Estate
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17. Do you Care How
they Found Your
Phone Number?

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19. #pubcon @CarrieHill
Google as the new "Homepage" Concept first introduced by
Mike Blumenthal of GatherUp
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https://gatherup.com/blog/google-as-the-new-home-page/

20. Manage your
Google Brand Score
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https://LocalU.org/brand-score

21. 30+ questions based on Local Brand Query
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• Where are you located? (City, State, Province,
Country)
• What is your industry/category
• Are you bidding on your own brand name in
AdWords?
• Does your competition bid on your brand in
AdWords and you don’t?
• Does your AdWords ad use local extensions?
• Do site-links appear with your homepage listing
in the results?
• Do you have a great homepage organic “ad”?
• Do you have good organic ads?
• How many of your own pages (urls) show WITH
stars?
• Do you have 10 or more Google Reviews?
• Does your business have a 4.0+ average Google star
rating?
• Does your Local Knowledge Panel contain all positive
Google review snippets (all 3 positive)?
• How many sites show in "Reviews from the web"
within the Knowledge Panel?
• Does your website show in "Reviews from the web"
in your local knowledge panel?
• How many 3rd party pages with stars show in the
results?
• Do you have a 4.0+ average star rating at 3rd party
sites?
• Does your Twitter feed show in the branded
results

22. 30+ questions based on Local Brand Query
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• Are Google Posts displayed in your
Knowledge Panel?
• Do you have a carousel of multiple
Google Posts in your knowledge panel?
• Has your business replied to Q&A
entries on your Knowledge Panel?
• Does your business add awesome Q & A
business replies?
• Does your knowledge panel have
questions, but no business replies?
• Is Google MyBusiness campaign
tracking set up?
• Do you have a "Bad" cover photo in your
Knowledge Panel?
• Do you have a great cover photo in your Knowledge
Panel?
• Do you have a good photo gallery in your Knowledge
Panel?
• Are there image results showing in your results?
• How many video results show in the search results?
• How many Yelp URLs show in your results page?
• How many "Best" listings from 3rd party sites
show in the results page?
• How many "other" special features appear in the
results (not already mentioned)?

23. #pubcon @CarrieHill
Incognito Brand + Location Query
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Or use a Local SERP tool
like Bright Local’s
https://www.brightlocal.com/
local-search-results-checker/

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We have seen Brand Page scores
range from 0 to a high of 42.
The average score amongst all of the
participants was 19.
The median (ie half are greater than
and half are less than) is 20
The mode (the most common score)
was 19
Sample Size: 124 Submissions
Compare Your Score to the Median

25. Measure Progress - It's a score, not a grade!
Project Day 45
Score
Project Day 1
Score
Project Day 90
Score
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12 19 25

26. Go Be
Awesome!
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27. THANKS
! Any questions?
You can find me at:
@CarrieHill
carrie@ignitordigital.com
https://ignitordigital.com/pubcon-2018/
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