Local Search: Shiny Objects May be Closer than They Appear


The Presentation inside:

Slide 0

Local Search in 2016
 Shiny Objects May Be Closer Than They Appear! DAVID MIHM! DIRECTOR OF LOCAL STRATEGY, MOZ! ! ! DISTILLED SEARCHLOVE! SAN DIEGO, CA
 SEPTEMBER 10 2015! @davidmihm! © SEOmoz, Inc. 2015!


Slide 1

@davidmihm! http://www.davidmihm.com/local-search-ranking-factors-2008.shtml! © SEOmoz, Inc. 2015!


Slide 2

@davidmihm! © SEOmoz, Inc. 2015!


Slide 3

@davidmihm! © SEOmoz, Inc. 2015!


Slide 4

@davidmihm! © SEOmoz, Inc. 2015! The easiest, cheapest, quickest way to get the most new customers.!


Slide 5

@davidmihm! © SEOmoz, Inc. 2015!


Slide 6

@davidmihm! © SEOmoz, Inc. 2015!


Slide 7

© SEOmoz, Inc. 2015! @davidmihm! WE ARE IN THE MIDDLE OF TWO PARADIGM SHIFTS! https://www.flickr.com/photos/pagedooley/18634815839/!


Slide 8

@davidmihm! WITHIN GOOGLE! A) Getting visibility in high-value organic results is much harder.! ! B) Organic “local search results” are becoming unrecognizable.! © SEOmoz, Inc. 2015!


Slide 9

© SEOmoz, Inc. 2015! @davidmihm! BEYOND GOOGLE! Need to backfill the inevitable loss of Google organic local search traffic coming in the next few years.!


Slide 10

@davidmihm! © SEOmoz, Inc. 2015! IN A LOT OF WAYS, THESE TWO SHIFTS ARE CONNECTED.!


Slide 11

@davidmihm! PART I: THE SHIFT 
 WITHIN GOOGLE! © SEOmoz, Inc. 2015!


Slide 12

@davidmihm! © SEOmoz, Inc. 2015! A) Visibility is getting harder.!


Slide 13

@davidmihm! © SEOmoz, Inc. 2015! Brand and Conversational Search!


Slide 14

@davidmihm! Users
 (and Brands)! © SEOmoz, Inc. 2015!


Slide 15

@davidmihm! http://www.rimmkaufman.com/blog/google-local-pack-map-changes-cause-steep-decline-organic-brand-ctr/28082015/! © SEOmoz, Inc. 2015!


Slide 16

@davidmihm! © SEOmoz, Inc. 2015!


Slide 17

@davidmihm! © SEOmoz, Inc. 2015!


Slide 18

© SEOmoz, Inc. 2015! @davidmihm! NOPE.!


Slide 19

@davidmihm! © SEOmoz, Inc. 2015!


Slide 20

@davidmihm! Are  you  findable  on  REcovery  searches?   Are  you  conver5ng  these  customers?   None of this changes the basic elements of a local search campaign.! ! They are table stakes.! © SEOmoz, Inc. 2015!


Slide 21

@davidmihm! © SEOmoz, Inc. 2015! What are the stakes?! Decent store locator! Consistent NAP on trusted sites! Baseline social proof! Discoverable, authoritative page per location! Accurate location data across the ecosystem! Handful of reviews per location!


Slide 22

@davidmihm! © SEOmoz, Inc. 2015!


Slide 23

@davidmihm! © SEOmoz, Inc. 2015!


Slide 24

@davidmihm! “Other stuff” increasingly matters:! Domain Authority (Brands)
 Location Authority (SMBs)! Brand / Behavior! Brand searches! Clickthrough rates! In-store visits! © SEOmoz, Inc. 2015!


Slide 25

© SEOmoz, Inc. 2015! @davidmihm! Behavioral Signals!


Slide 26

@davidmihm! https://moz.com/blog/google-may-use-your-behavior-to-impact-search-rankings-whiteboard-friday! © SEOmoz, Inc. 2015!


Slide 27

@davidmihm! http://www.slideshare.net/darrenshaw1/darren-shaw-user-behavior-and-local-search-dallas-state-of-search-2014! © SEOmoz, Inc. 2015!


Slide 28

@davidmihm! © SEOmoz, Inc. 2015!


Slide 29

@davidmihm! © SEOmoz, Inc. 2015! “Other stuff” increasingly matters:! Domain Authority (Brands)
 Location Authority (SMBs)! Brand / Behavior! Brand searches! Clickthrough rates! In-store visits! ! Content! Unstructured citations (authority and volume)! Review text in long-tail categories (authority and volume)!


Slide 30

© SEOmoz, Inc. 2015! @davidmihm! Unstructured Citations!


Slide 31

@davidmihm! © SEOmoz, Inc. 2015!


Slide 32

@davidmihm! © SEOmoz, Inc. 2015!


Slide 33

@davidmihm! © SEOmoz, Inc. 2015!


Slide 34

@davidmihm! © SEOmoz, Inc. 2015!


Slide 35

@davidmihm! © SEOmoz, Inc. 2015! B) Organic local search results are becoming unrecognizable.!


Slide 36

@davidmihm! © SEOmoz, Inc. 2015! GOOGLE’S SHINY OBJECTS:
 ! ! ! ! ! ! ! ! ! ! ! WHAT DO THEY ADD UP TO?!


Slide 37

@davidmihm! © SEOmoz, Inc. 2015!


Slide 38

© SEOmoz, Inc. 2015! @davidmihm! Unified login! Personalized results! Cross-device tracking!


Slide 39

@davidmihm! © SEOmoz, Inc. 2015!


Slide 40

@davidmihm! http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711! © SEOmoz, Inc. 2015!


Slide 41

@davidmihm! © SEOmoz, Inc. 2015!


Slide 42

@davidmihm! © SEOmoz, Inc. 2015!


Slide 43

@davidmihm! © SEOmoz, Inc. 2015!


Slide 44

@davidmihm! http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785! © SEOmoz, Inc. 2015!


Slide 45

@davidmihm! © SEOmoz, Inc. 2015!


Slide 46

@davidmihm! Image courtesy Mike Blumenthal, blumenthals.com! © SEOmoz, Inc. 2015!


Slide 47

@davidmihm! © SEOmoz, Inc. 2015!


Slide 48

@davidmihm! © SEOmoz, Inc. 2015!


Slide 49

@davidmihm! © SEOmoz, Inc. 2015!


Slide 50

© SEOmoz, Inc. 2015! @davidmihm! Google’s Local Search! LASER!


Slide 51

© SEOmoz, Inc. 2015! @davidmihm! “ $ ?”! “ ?”!


Slide 52

@davidmihm! © SEOmoz, Inc. 2015!


Slide 53

@davidmihm! © SEOmoz, Inc. 2015!


Slide 54

@davidmihm! Image courtesy Mike Blumenthal, blumenthals.com! © SEOmoz, Inc. 2015!


Slide 55

@davidmihm! © SEOmoz, Inc. 2015!


Slide 56

© SEOmoz, Inc. 2015! @davidmihm! PART II: BEYOND GOOGLE! (Everyone else’s shiny objects)!


Slide 57

@davidmihm! http://searchengineland.com/bing-five-years-old-193114! © SEOmoz, Inc. 2015!


Slide 58

© SEOmoz, Inc. 2015! @davidmihm! “The age of [users] going to Google on your desktop and finding [their] way to Yelp – while it’s not over – we’ve sort of hit that peak.”
 
 --Yelp Q4 2014 Earnings Call! ! https://www.flickr.com/photos/jdlasica/!


Slide 59

© SEOmoz, Inc. 2015! @davidmihm! source:  internetlivestats.com  


Slide 60

@davidmihm! http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is! © SEOmoz, Inc. 2015!


Slide 61

@davidmihm! http://appleinsider.com/articles/15/06/16/apples-siri-spotlight-extend-google-like-search-inside-ios-9-apps-without-tracking-users! © SEOmoz, Inc. 2015!


Slide 62

@davidmihm! http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/! © SEOmoz, Inc. 2015!


Slide 63

@davidmihm! © SEOmoz, Inc. 2015!


Slide 64

@davidmihm! © SEOmoz, Inc. 2015!


Slide 65

@davidmihm! http://viewfromthewing.boardingarea.com/2015/09/01/hilton-launches-new-partnership-with-uber-gives-you-access-to-uber-data/! © SEOmoz, Inc. 2015!


Slide 66

@davidmihm! © SEOmoz, Inc. 2015! For most of us, unpaid local search traffic
 from Google WILL decline.!


Slide 67

@davidmihm! © SEOmoz, Inc. 2015!


Slide 68

@davidmihm! © SEOmoz, Inc. 2015!


Slide 69

@davidmihm! © SEOmoz, Inc. 2015!


Slide 70

@davidmihm! © SEOmoz, Inc. 2015! For most of us, unpaid local search traffic
 from Google WILL decline.!


Slide 71

@davidmihm! © SEOmoz, Inc. 2015!


Slide 72

© SEOmoz, Inc. 2015! @davidmihm! HOW DO YOU COMBAT THIS FRAGMENTATION?! 
 HOW DO YOU AVOID PAYING FOR
 THESE SEARCH RESULTS?! FOCUS ON TRAFFIC SOURCES
 * FAR BEYOND GOOGLE.! ! ! * WHICH, OH BY THE WAY, LEADS
 TO BETTER RANKINGS AT GOOGLE!


Slide 73

@davidmihm! © SEOmoz, Inc. 2015! PART III: THE PLAN!


Slide 74

@davidmihm! © SEOmoz, Inc. 2015!


Slide 75

@davidmihm! © SEOmoz, Inc. 2015!


Slide 76

@davidmihm! Authority! Barnacles:
 Review
 Profiles
 (Yelp)! © SEOmoz, Inc. 2015!


Slide 77

@davidmihm! © SEOmoz, Inc. 2015! Authority Barnacles: Activity (Facebook, e.g.)!


Slide 78

@davidmihm! © SEOmoz, Inc. 2015! Authority Barnacles: Features (3rd-Party Content)!


Slide 79

@davidmihm! Authority Barnacle Tactics! 1)  Customer Engagement (Reviews)! 2)  Customer Engagement (Activity)! 3)  Influencer Content-Producers (Features)! © SEOmoz, Inc. 2015!


Slide 80

@davidmihm! © SEOmoz, Inc. 2015! Customer Engagement (Reviews)! First Barnacle: Yelp!


Slide 81

@davidmihm! © SEOmoz, Inc. 2015! “Who had a positive experience?”! http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf!


Slide 82

© SEOmoz, Inc. 2015! @davidmihm! Who had a positive experience? (by hand)! (h/t Professor Maps)!


Slide 83

@davidmihm! © SEOmoz, Inc. 2015! Who had a positive experience? (via Facebook)!


Slide 84

© SEOmoz, Inc. 2015! @davidmihm! (Reviews on Other Platforms)!


Slide 85

@davidmihm! Enter FullContact! © SEOmoz, Inc. 2015!


Slide 86

@davidmihm! Enter FullContact! © SEOmoz, Inc. 2015!


Slide 87

@davidmihm! http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf! © SEOmoz, Inc. 2015!


Slide 88

@davidmihm! Asking for Yelp Reviews:
 The White Hat Way! http://marketingland.com/incentivized-check-ins-white-hat-trick-getting-reviews-yelp-120607! © SEOmoz, Inc. 2015!


Slide 89

@davidmihm! © SEOmoz, Inc. 2015! Asking for Yelp Reviews:
 The Blackish Hat Way! https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCAQFjAA&url=http%3A%2F%2Fwww.yelp.com%2Fbiz%2Fdavid-mihm-portlan


Slide 90

@davidmihm! © SEOmoz, Inc. 2015! https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web
 &cd=1&cad=rja&uact=8&ved=
 0CB8QFjAAahUKEwjTkq2KserHAhVLmYgKHTy6BdM&
 url=http%3A%2F%2Fwww.yelp.com%2Fbiz%2Fdavid-mihm-
 portland&usg=AFQjCNEUKZkFTT08D-TWLEveajX_n6sJvA&sig2= gYi1brzfrv3CqYw7_LNKqA!


Slide 91

© SEOmoz, Inc. 2015! @davidmihm! Review-Focused CRM! Get Five Stars!


Slide 92

@davidmihm! © SEOmoz, Inc. 2015! Customer Engagement (Activity)! Second Barnacle: Facebook / Instagram!


Slide 93

@davidmihm! © SEOmoz, Inc. 2015!


Slide 94

© SEOmoz, Inc. 2015! @davidmihm! Customer engagement as content! - Kill a much-beloved lion in Zimbabwe! - Offer free check-up for recently-returned vets! - Host a “Green Card” poker night with proceeds going to application / administrative fees! - Sponsor a local high school scholarship for Latino youth! - Host a “spring cleaning” event donating nolonger-used items to a local homeless shelter! - Partner with California Closets to haul away and donate no-longer-used items!


Slide 95

© SEOmoz, Inc. 2015! @davidmihm! Amplify Your Engagement! Run sponsored image ads on Instagram! ! ! Use your CRM:! ! - Retarget your customer list via GDN! ! ! ! - Encourage donations via Facebook and Twitter ads!


Slide 96

@davidmihm! © SEOmoz, Inc. 2015! Influencer Content-Producers (Features)! Third Barnacle: Content!


Slide 97

@davidmihm! © SEOmoz, Inc. 2015!


Slide 98

© SEOmoz, Inc. 2015! @davidmihm! h"ps://www.facebook.com/search/112548152092705/residents/present/me/friends/friends/109330299086483/job-­‐liker-­‐union/employees/intersect   Captive Influencers:
 Facebook Connections!


Slide 99

@davidmihm! © SEOmoz, Inc. 2015! h"ps://www.facebook.com/search/112548152092705/residents/present/6321831972/employees/present/109330299086483/job-­‐liker-­‐union/employees/intersect   New Influencers:
 Facebook “Connections”!


Slide 100

© SEOmoz, Inc. 2015! @davidmihm! http://www.intel-sw.com/blog/facebook-search/!


Slide 101

© SEOmoz, Inc. 2015! @davidmihm! Authority Barnacles:! The Impact on Search Results!


Slide 102

@davidmihm! © SEOmoz, Inc. 2015!


Slide 103

@davidmihm! © SEOmoz, Inc. 2015!


Slide 104

@davidmihm! © SEOmoz, Inc. 2015!


Slide 105

@davidmihm! © SEOmoz, Inc. 2015!


Slide 106

© SEOmoz, Inc. 2015! @davidmihm! Case Study! Mae PDX!


Slide 107

@davidmihm! © SEOmoz, Inc. 2015!


Slide 108

@davidmihm! © SEOmoz, Inc. 2015!


Slide 109

@davidmihm! © SEOmoz, Inc. 2015!


Slide 110

@davidmihm! © SEOmoz, Inc. 2015!


Slide 111

@davidmihm! © SEOmoz, Inc. 2015!


Slide 112

@davidmihm! © SEOmoz, Inc. 2015!


Slide 113

@davidmihm! © SEOmoz, Inc. 2015!


Slide 114

@davidmihm! © SEOmoz, Inc. 2015!


Slide 115

@davidmihm! © SEOmoz, Inc. 2015!


Slide 116

@davidmihm! © SEOmoz, Inc. 2015!


Slide 117

@davidmihm! © SEOmoz, Inc. 2015!


Slide 118

@davidmihm! © SEOmoz, Inc. 2015!


Slide 119

@davidmihm! © SEOmoz, Inc. 2015!


Slide 120

@davidmihm! © SEOmoz, Inc. 2015!


Slide 121

© SEOmoz, Inc. 2015! @davidmihm! Net – Net – Net! What Should You Focus On?! TABLE STAKES! Store Locator! Location Data! Reviews! “WINNING HANDS”! Brand + Authority! Influencer Visibility! Customer Engagement! Across ALL sources of customer demand, not just Google.!


Slide 122

@davidmihm! © SEOmoz, Inc. 2015!


Slide 123

Thank You! DAVID MIHM! [email protected]! @DAVIDMIHM! © SEOmoz, Inc. 2015!


Slide 124


×

HTML:





Ссылка: