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@philrozek #stateofsearch 
User Behavior Affects Local Rankings. 
Now What? 
State of Search 2014 
Phil Rozek localvisibilitysystem.com
@philrozek #stateofsearch
@philrozek #stateofsearch
@philrozek #stateofsearch 
So click-through and other 
user-behavior matters. 
I’ll show you what to do 
with that knowledge. 
But first…
@philrozek #stateofsearch
@philrozek #stateofsearch 
My theory: 
it’s all like a sandbox
@philrozek #stateofsearch
@philrozek #stateofsearch
@philrozek #stateofsearch
@philrozek #stateofsearch
@philrozek #stateofsearch 
2 assumptions about Google…
@philrozek #stateofsearch 
Assumption 1: Google knows everything
@philrozek #stateofsearch 
Assumption 2: Google judges everything
@philrozek #stateofsearch 
Ever noticed how some businesses 
stick on page one forever? 
Or how businesses rank then tank? 
Or why results can seem so random?
@philrozek #stateofsearch 
Assumption 2: Google uses what it knows 
Overall, more difficult-to-game signals 
have been on the rise - clickthrough 
rates on your listings in search results 
are more influential than ever. 
Clicks on maps, review links, and 
driving directions all factor in. 
Chris Silver Smith 
Local Search Ranking Factors 2014 
“
@philrozek #stateofsearch 
The $64,000 Question: 
how can you get users to show 
Google you’re a good search result?
@philrozek #stateofsearch 
Obvious win: Get lots of people into a room
@philrozek #stateofsearch 
Host a big gathering if you can. 
Or do TV ads if you can. 
But I can’t assume you’ll do those.
@philrozek #stateofsearch 
How can you send Google 
more behavioral clues 
every day, starting today?
@philrozek #stateofsearch 
Know the main places where 
searchers can engage with you: 
7 “sandboxes”…
@philrozek #stateofsearch 
1. Main search results 
2. Branded search results 
3. Your knowledge graph 
4. “People also search for” 
5. Google Places page 
6. Website 
7. “Maps” view
@philrozek #stateofsearch 
The goal(s): 
collect more clicks 
+ clicks from all over.
@philrozek #stateofsearch
@philrozek #stateofsearch 
By the way… 
Forget rankings for a second. 
You should do all these steps anyway.
@philrozek #stateofsearch
@philrozek #stateofsearch 
Engagement area 1: 
main search results
@philrozek #stateofsearch
@philrozek #stateofsearch 
Goal: 
Become the obvious 
search result to click on
@philrozek #stateofsearch 
Get a catchy business name
@philrozek #stateofsearch 
Get a catchy business name
@philrozek #stateofsearch 
Get a catchy business name
@philrozek #stateofsearch 
Use a Google Places “descriptor”
@philrozek #stateofsearch 
Reviews, reviews, reviews
@philrozek #stateofsearch 
Reviews, reviews, reviews
@philrozek #stateofsearch 
Upload attractive photo(s)
@philrozek #stateofsearch 
Engagement area 2: 
branded search results
@philrozek #stateofsearch
@philrozek #stateofsearch 
Goal: 
avoid pogo-sticking
@philrozek #stateofsearch 
Punchy title + description tags
@philrozek #stateofsearch 
Make pages based on autocomplete
@philrozek #stateofsearch 
Make pages based on autocomplete
@philrozek #stateofsearch 
Get on Google’s favorites
@philrozek #stateofsearch 
Get on Google’s favorites 
Obvious: 
Facebook, Pinterest, YouTube, 
etc. 
Less-obvious: 
BBB, SlideShare, paid niche 
sites, even Meetup.com
@philrozek #stateofsearch 
Engagement area 3: 
your knowledge graph
@philrozek #stateofsearch
@philrozek #stateofsearch 
Goal: 
turn your knowledge graph into 
Play-Doh
@philrozek #stateofsearch 
Catchy photo and many reviews
@philrozek #stateofsearch 
Photos in posts
@philrozek #stateofsearch 
Engagement area 4: 
“people also search for”
@philrozek #stateofsearch
@philrozek #stateofsearch 
Goal: 
steal clicks from competitors’ 
branded results
@philrozek #stateofsearch 
Upload flashy 1st photo
@philrozek #stateofsearch 
Upload flashy 1st photo
@philrozek #stateofsearch 
Upload flashy 1st photo
@philrozek #stateofsearch 
Engagement area 5: 
Google Places page
@philrozek #stateofsearch
@philrozek #stateofsearch 
Goal: 
get people to click through 
- or click to call.
@philrozek #stateofsearch 
Google reviews!
@philrozek #stateofsearch 
Google reviews!
@philrozek #stateofsearch 
Nice cover photo
@philrozek #stateofsearch 
Detailed description w/ links
@philrozek #stateofsearch 
Google posts that link to posts / subpages
@philrozek #stateofsearch 
Google Business View photo shoot
@philrozek #stateofsearch 
Google Business View photo shoot
@philrozek #stateofsearch
@philrozek #stateofsearch 
Google Business View photo shoot
@philrozek #stateofsearch 
Google Business View photo shoot
@philrozek #stateofsearch 
Engagement area 6: 
your site
@philrozek #stateofsearch 
Goals: 
1. avoid pogo-sticking 
(esp. bounces) 
2. push users deeper
@philrozek #stateofsearch 
Bad ideas 
1. Autoplay videos, Flash intros, music 
2. Thin content on landing page 
3. Typical keyword-stuffing
@philrozek #stateofsearch 
Good ideas – the obvious ones 
1. Visible, foolproof navigation 
2. Lots of info about services 
3. Mobile-friendly site
@philrozek #stateofsearch 
Good ideas – the less-obvious 
4. Links to review sites (in new tab) 
5. Click-to-call links 
6. Multiple calls-to-action 
7. CrazyEgg
@philrozek #stateofsearch 
Use CrazyEgg
@philrozek #stateofsearch 
Engagement area 7: 
“Maps” view
@philrozek #stateofsearch
@philrozek #stateofsearch 
Goal: 
urge visitors to look up 
driving directions
@philrozek #stateofsearch 
Encourage driving directions
@philrozek #stateofsearch 
Embed the RIGHT Google map
@philrozek #stateofsearch 
Embed the RIGHT Google map
@philrozek #stateofsearch 
Embed the RIGHT Google map 
Put it on several pages if possible. 
Ask visitors to use the map. 
Where you don’t embed the map, 
consider linking to it (new tab).
@philrozek #stateofsearch
@philrozek #stateofsearch 
Bonus tip: 
Give Google Plus reviewers 
manual directions
@philrozek #stateofsearch 
Ask reviewers to search manually 
1. Go to Plus.Google.com 
2. Or to Google.com 
3. Don’t send everyone a link!
@philrozek #stateofsearch
@philrozek #stateofsearch 
What’s the bigger picture? 
a few principles
@philrozek #stateofsearch 
Takeaway principles 
1. Study your UX – your “click-flow” 
2. Give users stuff to look at 
3. Give users places to click 
4. REVIEWS
@philrozek #stateofsearch
@philrozek #stateofsearch 
Thanks!
@philrozek #stateofsearch 
Phil Rozek 
localvisibilitysystem.com 
twitter: @philrozek
@philrozek #stateofsearch 
Resources / further reading 
• # of Clicks on Your Google+ Page Determines Your Ranking? 
– Local Search Forum 
• Driving Directions vs. Reviews as Ranking Signals for Google Maps 
– Bill Slawski 
• Mad Science Experiments in SEO & Social Media (slides 88-102) 
– Rand Fishkin 
• Using Autocomplete To Hijack Local Search Results 
– Chris Silver Smith 
• How to Pimp Your Local Google+ Page 
– Phil Rozek / Whitespark 
• One-page handout for getting Google reviews 
– Phil Rozek

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