what google plus means to the local search landscape
DESCRIPTION
Smx West 2014 Session #Smx #32D - Making Sense Of The Local Landscapepresentation What Google Plus Means To The Local Search Landscape By Adam Dorfman @Phixed Of Sim PartnersTRANSCRIPT
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Adam Dorfman, SIM Partners
Making Sense of the Local
Landscape: Google+
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Meet your presenter
Adam Dorfman
SVP – Product & Technology
A SaaS local marketing
platform that empowers
enterprise brands to
maximize Social, Local
Search, and Mobile at the
Location level through
automation and scalability.
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First Thing to Note About Google
Source: http://pandawhale.com/post/28965/you-know-what-sucks-everything-michael-cera-gif
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The Path to Google+ Local
Google+ rolls out • Social network for people
Google+ Business pages roll out • Social pages for brands
2011
Jun 28
Nov 7
2012
May 30
Aug 3
Google+ Local rolls out/Places sunsets
Ability to merge G+ Business and G+ Local pages
is introduced • Could manage location info in two interfaces
2013
Roll out of new dashboard for G+ Local begins• New accounts received new dashboard automatically
• Existing listings could request to change
Google begins auto-merging social features into
some new dashboard listings
Apr 2
Aug 20
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Source: http://www.reactiongifs.com/hell-wrong-people/
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Google+ Local Listing (the artist formerly known as Places)
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Google+ Business Page
Verified!
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Old Version Google+ Local New Version Google+ Local
Updates to Interface – Listing Edit Page
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Old Version Google+ Local New Version Google+ Local
Updates to Interface – Listing Edit Page
Unlimited
characters +
formatting!
Up to 10
categories, no
customization
200 character
limit, no
formatting
Up to 5
categories,
custom OK
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Old Version Google+ Local New Version Google+ Local
Updates to Interface – Listing Edit Page
Unlimited
characters +
formatting!
Up to 10
categories, no
customization
200 character
limit, no
formatting
Up to 5
categories,
custom OK
STILL CALLED
“PLACES”
WTF
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Source: http://www.reactiongifs.com/hell-wrong-people/
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Listing Analytics
Old Version Google+ Local New Version Google+ Local
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Listing Analytics
Old Version Google+ Local New Version Google+ LocalMap Clicks and
Clicks to Website
Combined to
“Actions”
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Case Study Time!
Source: http://sesamestreet.tumblr.com/post/61029847545/tonight-7-pm-edt-were-kicking-off-our-new
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What Worked for 315 U.S. Businesses?
Challenge:
• How to boost ranking through local listings optimization?
Method of Analysis:
• Examined 4,000 keyword/city combinations used as local search terms, which represented local SEO campaigns of 315 businesses
Source: http://simpartners.com/case-studies/LocalOptimizationAggregateStudy.pdf
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Aggregate Case Study: Prior to Optimization
4,000 Keyword/City combinations, representing 315 businesses
Only 26% (1,040)
combinations ranked
in top 7 positions
Only 8% (320)
combinations ranked in
top 2 positions
Source: http://simpartners.com/case-studies/LocalOptimizationAggregateStudy.pdf
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Aggregate Case Study: Post-Optimization
Results:
Top 2 increased 399%(from 320 to 1,600)
Top 7 increased 179% (from 1,040 to 2,900)
3rd-5th increased 97%
Source: http://simpartners.com/case-studies/LocalOptimizationAggregateStudy.pdf
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How Did That Happen?
Source: http://www.reactiongifs.com/hell-wrong-people/
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Consistency, Consistency, Consistency
Basic Data
Far and away the most
important aspect of a
Google+ Local page for
an SMB
All business info needs
to be accurate across
all platforms and social
networks
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Tried and True Tactics
http://67.227.255.239/forum/showthread.php?p=87028075#post87028075
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Tried and True Tactics
Create Custom Business Descriptions Using Primary Keywords
Identify & Remove Duplicates on Google & Other Sites
Photos Improve Click Through Rates
Continue Monitoring and Modifying Listings Depending on Performance
http://67.227.255.239/forum/showthread.php?p=87028075#post87028075
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Market Your Business Not Your G+ Profile
Optimize it to suit your goals
Stand out in results
Great photos
Complete biz info
Great website to link to
Source: http://socialspew.com/post/7455697338/
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Market Your Business Not Your G+ Profile
Optimize it to suit your goals
Stand out in results
Great photos
Complete biz info
Great website to link to
Don’t spend unnecessary time on
social if:
Your customers aren’t on G+
You don’t have highly engaging,
relevant contentSource: http://socialspew.com/post/7455697338/
@phixed
Market Your Business Not Your G+ Profile
Optimize it to suit your goals
Stand out in results
Great photos
Complete biz info
Great website to link to
Don’t spend unnecessary time on
social if:
Your customers aren’t on G+
You don’t have highly engaging,
relevant content
Grow your reviews
Ask for them
GetFiveStars.com
Source: http://socialspew.com/post/7455697338/
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Use a banner, pictures and
videos to customize your
page
A more personal
experience is generally a
better experience
By customizing and
decking out your G+ Local
Page you can differentiate
yourself from competitors
Get Personal
Source: http://bit.ly/1ijmUOK
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Tactics for Google+: Merge Plus Business
with Plus Local
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Tactics for Google+: Merge Plus Business
with Plus Local
Review
Other
Businesses
Build out
circles
Rich text
Add videos
Post status
updates
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But How?
http://www.autorevo.com/blog/merge-google-plus-local-with-plus-
business/
http://www.davidmihm.com/blog/google/plus-page-verification/
https://todaymade.com/blog/merge-google-local-page/
http://plumberseo.net/get-on-the-google-map/how-to-merge-your-
google-places-google-local-listing
http://www.seroundtable.com/google-page-local-verification-
15526.html
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But How?
http://www.autorevo.com/blog/merge-google-plus-local-with-plus-
business/
http://www.davidmihm.com/blog/google/plus-page-verification/
https://todaymade.com/blog/merge-google-local-page/
http://plumberseo.net/get-on-the-google-map/how-to-merge-your-
google-places-google-local-listing
http://www.seroundtable.com/google-page-local-verification-
15526.html
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Sit Tight
https://productforums.google.com/forum/#!category-topic/business/I0Royu8V9x8
http://localu.org/blog/merge-google-pages-usually-cant-now/
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Tactics for Google+: Categories & Description
Description
• Direct ranking impact minimal
• User experience impact large
• Format your text
• Take advantage of hyperlinks
Categories
• Remains one of the more
important factors in the
algorithm
• Use category selection tool
• Go granular
• 1,000 new international
categories added
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Google Updates Quality Guidelines for Businesses
Starbuck’s Downtown
McDonald’s Midtown
Joe’s Pizza Delivery
Sheraton Chicago
Joe’s Pizza Best Delivery
Marketing Slogans
URLs
Phone Numbers
Source: Google
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Source: http://quickmeme.com
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Maintain Listings According to How They Perform
• Doing nothing can be a tactic!
• So can republishing with zero changes
• Don’t overthink things!
Source: http://quickmeme.com
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What’s Next?
Source: http://quickmeme.com
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Signs of Transition for Bulk Accounts?
Uploaded photos not appearing
bug
Recent email from Google
Listings pending for 2+
months bug
Error with your categories bug
“Action Required: You
have 3 weeks to save
your Google Places
Listing.”
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Client Desire to Upgrade vs. Google Response
“We are tired of waiting for the merge. Is it ok to start manually
processing these?”
Clients
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Client Desire to Upgrade vs. Google Response
Source: http://blog.parrotearth.com/wp-
content/uploads/2012/04/tumblr_lxt5tjB9Tf1qd8nujo1_500.gifS
“Unfortunately, I don't have the exact timeline of when the bulk verified
users will support Google Plus pages…. In regards to merging the pages
now, I would strongly recommend waiting for the full upgrade.”
-Google Contact
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Source: http://www.reactiongifs.com/hell-wrong-people/
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Other Topics and Tactics to Consider
Authorship!
Publisher!
Reviews!
Offers!
Social!
International!
Source: A SIM Partners employee with too much time on their hands AdWords
Express! Knowledge
Graph!
SERPS!
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THANK YOU!
Adam Dorfman
www.simpartners.com
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