searchlove boston 2016 | mary bowling | local search experience optimization
Post on 19-Jan-2017
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@M
aryBowling IgnitorDigital.com
Local Search Experience Optimization
@MaryBowling
LOCAL SEO
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
1.Links2. Content 3.RankBrain
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
Machine learning applied to the hummingbird algorithm to
predict the best search results as determined by searcher
behavior feedback
For Local Search
@M
aryBowling IgnitorDigital.com
http://www.slideshare.net/randfish/onsite-seo-in-2015-an-elegant-weapon-for-a-more-civilized-marketer/45-OK_Maybe_in_the_futureBut
@M
aryBowling IgnitorDigital.com
Visibility
AttractionEngagement
Virtuous Content Cycle
@M
aryBowling IgnitorDigital.com
AttractionEngagement
Virtuous Content Cycle
1st Page Rankings
@M
aryBowling IgnitorDigital.com
Clicks to content Engagement
Virtuous Content Cycle
1st Page Rankings
@M
aryBowling IgnitorDigital.com
1st Page Rankings
Good ClicksLow Bounce Backs
Virtuous Content Cycle
@M
aryBowling IgnitorDigital.com
Maximize Searcher Attraction
@M
aryBowling IgnitorDigital.com
7 Steps for Local Search Experience Optimization
@M
aryBowling IgnitorDigital.com
#1 Maximize Local Knowledge Panels#1
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
https://www.gybo.com/downloads/search-listing-research.pdf
@M
aryBowling IgnitorDigital.com
Photos in Google Listings
https://www.gybo.com/downloads/verification-benefits.pdf
+42% requests for directions +35% clicks to website
@M
aryBowling IgnitorDigital.com
Google Business Photos
https://www.google.com/maps/streetview/trusted/
@M
aryBowling IgnitorDigital.com
https://www.google.com/maps/streetview/trusted/
Google Business Photos
@M
aryBowling IgnitorDigital.com
Phone Photospheres
https://support.google.com/maps/answer/6273385?hl=en&ref_topic=6275604
@M
aryBowling IgnitorDigital.com
Phone Photospheres
http://geojournalism.org/2015/02/create-immersive-photo-experiences-with-google-photo-sphere/
@M
aryBowling IgnitorDigital.com
#1 Improve Free Ads#2
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
#1 Use Schema#3
@M
aryBowling IgnitorDigital.com
Use Schema Everywhere
@M
aryBowling IgnitorDigital.com
Use JSON-LD
http://www.whitespark.ca/blog/post/62-the-json-ld-markup-guide-to-local-business-schema
@M
aryBowling IgnitorDigital.com
#1 Maximize Barnacle SEO#4
@M
aryBowling IgnitorDigital.com
3 SMB listings 7 opportunities on5 different sites
@M
aryBowling IgnitorDigital.com
Barnacle onto Apps
@M
aryBowling IgnitorDigital.com
Use App Promotions
@M
aryBowling IgnitorDigital.com
Provide Rich Content
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
#1 Get Stars in the SERPs#5
@M
aryBowling IgnitorDigital.com
“I am overwhelmed with call volume.” -Brad Salmon
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
Stars in the SERPs
@M
aryBowling IgnitorDigital.com
Reviews in Google Listings+144% requests for directions
+360% clicks to website
ORGANICMAPS
@M
aryBowling IgnitorDigital.com
>10%
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
#1 Improve Reputation#6
@M
aryBowling IgnitorDigital.com
Improve Review Sentiment
https://moz.com/local-search-ranking-factors
@M
aryBowling IgnitorDigital.com
https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
“The evaluators base their ratings on guidelines we give them; the guidelines reflect what Google
thinks search users want.”
Search Quality Evaluator Guidelines
@M
aryBowling IgnitorDigital.com
“It is also important to read the reviews because the
content of the reviews matter, not just the number.”
@M
aryBowling IgnitorDigital.com
Commit to Continual Improvement
@M
aryBowling IgnitorDigital.com
• Positive ratings and reviews across the internet• Listed and reviewed/rated on authority sites for
industry (barnacle sites and apps)• Authorship on authority sites for industry/locale• Positive opinions from expert and elite reviewers• Awards conveying expertise and crowd sentiment• Media/local media mentions
Improve Business Reputation
@M
aryBowling IgnitorDigital.com
#1 Improve Existing Content#7
@M
aryBowling IgnitorDigital.com
Do a Content Audit
https://moz.com/blog/content-audit-tutorial
@M
aryBowling IgnitorDigital.com
Check Engagement
75% of sessions
@M
aryBowling IgnitorDigital.com
Not Useful to Users
@M
aryBowling IgnitorDigital.com
<title>Clockwork Home Services™</title>
Non-Optimized
@M
aryBowling IgnitorDigital.com
Photo Galleries
@M
aryBowling IgnitorDigital.com
Too Thin
@M
aryBowling IgnitorDigital.com
Not Useful to Users
@M
aryBowling IgnitorDigital.com
Quality Content For Local
@M
aryBowling IgnitorDigital.com
Top Page Quality Considerations
ExpertiseAuthorityTrustworthiness
@M
aryBowling IgnitorDigital.com
E-A-T is Based OnQuality and quantity of main content
• time, effort, expertise, and talent/skill required• functionality of features • needs met – content satisfies query
Info on website • person/people responsible for site & their expertise• customer service info (YMYL)
Reputation of site/business/author • reviews & ratings, associations, awards, recommendations• authorship
@M
aryBowling IgnitorDigital.com
Aim for
LOCALIZED excellence
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
How Much Buy In?
@M
aryBowling IgnitorDigital.com
Start with the Business’ StoryMotivationsUSPPeopleHistoryExperiencesAnecdotes
@M
aryBowling IgnitorDigital.com
Ask the Right QuestionsBest dog parks in Weymouth?
Most common allergies in Boston?
Most popular pizza in Cambridge?
Heartworm risk in eastern Massachusetts?
Safe disposal of antifreeze in Mattapan?
Permits needed to build a lap pool in Roxbury?
@M
aryBowling IgnitorDigital.com
Ask the Right PeopleOwner/managerSales Customer serviceReceptionistsCall centerTechnicians
@M
aryBowling IgnitorDigital.com
Do What’s Easiest for Them
@M
aryBowling IgnitorDigital.com
When It’s Easiest for Them
@M
aryBowling IgnitorDigital.com
Recording’s EasyFree voice recorder apps for iPhones and Android let you record long messages
https://play.google.com/store/apps/details?id=com.hnsoft.media.bestvoicerecord&hl=en
https://itunes.apple.com/us/app/voice-recorder-free/id685310398?mt=8
@M
aryBowling IgnitorDigital.com
Use Google KeepEasy to:
KeepShareSendSaveTranscribePhotosLists RemindersNotes
@M
aryBowling IgnitorDigital.com
Opportunity
Opportunity Knocking
@M
aryBowling IgnitorDigital.com
Bigger Brands“…expect websites of large companies and organizations to put a great deal
of effort into creating a good user experience”
@M
aryBowling IgnitorDigital.com
Genuine
Little Brands
Trusted
Well-likedStraight talk
@M
aryBowling IgnitorDigital.com
Real Photos
@M
aryBowling IgnitorDigital.com
Optimizing Your People
@M
aryBowling IgnitorDigital.com
Engagement: “People” Content
Who’s going to be using lasers on my eyeballs?
@MaryBowling
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
How Much?
@M
aryBowling IgnitorDigital.com
@M
aryBowling IgnitorDigital.com
Projects/Case Studies
@M
aryBowling IgnitorDigital.com
Projects/Case Studies
@M
aryBowling IgnitorDigital.com
“It really doesn’t matter if we are pleasing algorithms designed to please people or pleasing people
directly.” -Will Critchlow Distilled
Local Search Experience Optimization
@M
aryBowling IgnitorDigital.com
Thanks!
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