SearchLove Boston 2016 | Mary Bowling | Local Search Experience Optimization

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aryBowling IgnitorDigital.com

Local Search Experience Optimization

@MaryBowling

LOCAL SEO

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1.Links2. Content 3.RankBrain

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Machine learning applied to the hummingbird algorithm to

predict the best search results as determined by searcher

behavior feedback

For Local Search

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http://www.slideshare.net/randfish/onsite-seo-in-2015-an-elegant-weapon-for-a-more-civilized-marketer/45-OK_Maybe_in_the_futureBut




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Visibility

AttractionEngagement

Virtuous Content Cycle

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AttractionEngagement


1st Page Rankings

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Clicks to content Engagement


1st Page Rankings

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1st Page Rankings

Good ClicksLow Bounce Backs


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Maximize Searcher Attraction

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7 Steps for Local Search Experience Optimization

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#1 Maximize Local Knowledge Panels#1

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https://www.gybo.com/downloads/search-listing-research.pdf

https://www.gybo.com/downloads/search-listing-research.pdf

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Photos in Google Listings

https://www.gybo.com/downloads/verification-benefits.pdf

+42% requests for directions +35% clicks to website

https://www.gybo.com/downloads/verification-benefits.pdf

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Google Business Photos

https://www.google.com/maps/streetview/trusted/



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Google Business Photos



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Phone Photospheres

https://support.google.com/maps/answer/6273385?hl=en&ref_topic=6275604



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Phone Photospheres

http://geojournalism.org/2015/02/create-immersive-photo-experiences-with-google-photo-sphere/



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#1 Improve Free Ads#2

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#1 Use Schema#3

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Use Schema Everywhere

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Use JSON-LD

http://www.whitespark.ca/blog/post/62-the-json-ld-markup-guide-to-local-business-schema




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#1 Maximize Barnacle SEO#4

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3 SMB listings 7 opportunities on5 different sites

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Barnacle onto Apps

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Use App Promotions

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Provide Rich Content

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#1 Get Stars in the SERPs#5

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“I am overwhelmed with call volume.” -Brad Salmon

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Stars in the SERPs

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Reviews in Google Listings+144% requests for directions

+360% clicks to website

ORGANICMAPS

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>10%

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#1 Improve Reputation#6

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Improve Review Sentiment

https://moz.com/local-search-ranking-factors



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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

https://static.googleusercontent.com/media/www.google.com/en/insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf

https://static.googleusercontent.com/media/www.google.com/en/insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf

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“It is also important to read the reviews because the

content of the reviews matter, not just the number.”

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Commit to Continual Improvement

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• 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

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#1 Improve Existing Content#7

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Do a Content Audit

https://moz.com/blog/content-audit-tutorial

https://moz.com/blog/content-audit-tutorial

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Check Engagement

75% of sessions

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Not Useful to Users

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<title>Clockwork Home Services™</title>

Non-Optimized

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Photo Galleries

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Too Thin

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Not Useful to Users

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Quality Content For Local

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Top Page Quality Considerations

ExpertiseAuthorityTrustworthiness

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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

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Aim for

LOCALIZED excellence

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How Much Buy In?

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Start with the Business’ StoryMotivationsUSPPeopleHistoryExperiencesAnecdotes

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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?

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Ask the Right PeopleOwner/managerSales Customer serviceReceptionistsCall centerTechnicians

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Do What’s Easiest for Them

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When It’s Easiest for Them

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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

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Use Google KeepEasy to:

KeepShareSendSaveTranscribePhotosLists RemindersNotes

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Opportunity

Opportunity Knocking

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Bigger Brands“…expect websites of large companies and organizations to put a great deal

of effort into creating a good user experience”

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Genuine

Little Brands

Trusted

Well-likedStraight talk

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Real Photos

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Optimizing Your People

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Engagement: “People” Content

Who’s going to be using lasers on my eyeballs?

@MaryBowling

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How Much?

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Projects/Case Studies

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“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

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Thanks!

SearchLove Boston 2016 | Mary Bowling | Local Search Experience Optimization

Marketing

Transcript of SearchLove Boston 2016 | Mary Bowling | Local Search Experience Optimization