Presentation SMX München 2012. With the Venice-update, Google changed the rules for how the places-results are displayed in the web-search. Get ready to relearn al lot of things you know about the local Universal-Search integration.
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Code Venice: Google’s big Local Search update in 2012 - Google Places
1. Code Venice:
Google’s big
Local Search
update in 2012
Presentation SMX München 2012
March 28, 2012 - 14:35 h
Hanns Kronenberg
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2. Personal information
Hanns Kronenberg
Study of Business Economics with an emphasis on Marketing & Statistics
at the Westfälische Wilhelms-Universität Münster, Germany
1996 – 2000 Productmanagement and Business Development for TV-
platforms (RTL-Group, Deutsche Telekom)
2000 – 2007 Productmanagement, Business Development and SEO for
Internet-platforms (Tomorrow Focus, muenchen.de, meinestadt.de)
2007 – 2011 independent SEO-consultant
Since 2011 Head of Product Management SISTRIX
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3. Search quality highlights: 40 changes for February
Improvements to ranking for local
search results. [launch codename
“Venice”] This improvement improves
the triggering of Local Universal
results by relying more on the ranking
of our main search results as a signal.
Source: http://insidesearch.blogspot.de/2012/02/search-quality-highlights-40-changes.html
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4. With the Venice-
update, Google
changed the
rules for how the
places-results
are displayed in
the web-search
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5. Get ready to
relearn al lot of
things you know
about the local
Universal-Search
integration
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6. Organic results
Code Venice
=
much more
hybrid local results
(Blended Place
Search) Google Places
results
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65. Why is the
difference
between hybrid
local results and
Places-
OneBoxes so
important?
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66. Google uses a
different
Ranking-
algorithm when
they sort the
hybrid local
results
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67. Before we look
at the differences
in the Ranking-
algorithm, let`s
crunch some
data
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68. Evaluation
Special evaluation of
SISTRIX Toolbox Data
SERPs for 1 million keywords
on google.de (1. SERP)
Comparing the data from
two survey periods
A) 01. CW 2012 (January)
Venice
B) 12. CW 2012 (March)
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69. Amount of Google-SERPs with Google Places-results
(Places-OneBoxes and hybrid local results)
8 %
1. SERP with hybrid local results 1. SERP with Places-OneBoxes
6 %
together 5,2 %
together 4,7 %
4 %
1.7 %
Venice
3.7 %
2 %
3.5 %
1.0 %
0 %
1. CW 2012 12. CW 2012
Source: SISTRIX Toolbox Data, 1. SERP for 1 million Keywords evaluated at google.de, 1. CW 2012 and 12. CW 2012
The amount of SERPs with hybrid local results
has grown from 1 % to 3,5 %
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70. Amount of Google Local Universal Integrations
All Local Universal
Integrations amount amount
= hybrid local results hybrid local results
21% 67%
100%
01. CW 12. CW
Venice
2012 2012
amount amount
Places-OneBoxes Places-OneBoxes
79% 33%
Source: SISTRIX Toolbox Data, 46245 (1. CW) and. 52498 (12. CW) 1. SERPs with Local Universal results on google.de, 1. CW 2012 and 12. CW 2012
After Venice, two-thirds of the Google Local
Universal Integrations will be hybrid local results
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71. Distribution of amount of Places within the hybrid local results 12. CW 2012
70 %
56 %
42 %
28 %
14 %
12.00 % 10.00 % 3.00 % 2.00 % 70.00 %
0 %
3 Places 4 Places 5 Places 6 Places 7 Places
Source: SISTRIX Toolbox Data, 35093 1. SERPs with hybrid local results on google.de, 12. CW 2012
Most of the integrations we see for
hybrid local results are „7-Packs“
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72. Distribution of amount of Places within the Places-OneBoxes 12. CW 2012
80 %
64 %
48 %
32 %
16 %
27.00 % 73.00 % 0 % 0 % 0 % 0 %
0 %
2 Places 3 Places 4 Places 5 Places 6 Places 7 Places
Source: SISTRIX Toolbox Data, 17405 1. SERPs with Places-OneBoxes on google.de, 12. CW 2012
It seems that you will only find Places-
OneBoxes as either „2-Packs“ or „3-Packs“
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73. It seems that hybrid local
results are more likely to be
shown for industry-specific
searches (“coffee shop
munich” for example), while
Places-OneBoxes show up
more often for brand-queries
(“starbucks munich” for
example).
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74. Type of result Ranking-algorithm
1. Organic results Google algorithm: organic index
2. Google Places-OneBox
Google Places algorithm
(Universal-Search-Integration)
• First result(s) - Google algorithm: organic index
3. hybrid local results
(mix between organic and Google Places results) • Padding of „7-Pack“ with additional results -
Google Places algorithm
Comparing 3 different
Local Search results
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76. Google search-partners
such as aol.com or
t-online.de show the pure
organic SERPs without
Google`s Universal-Search
integrations.
We can use this information
to reconstruct how Google
puts together their hybrid
local results.
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126. Observed Ranking-rules for hybrid
local results
the first organic result (A) with a connected Places-page can trigger a
“hybrid local results“-box on the SERP
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127. Observed Ranking-rules for hybrid
local results
the first organic result (A) with a connected Places-page can trigger a
“hybrid local results“-box on the SERP
the hybrid local results will start at the same position where (A) can be
found in the “pure organic ranking” (see AOL-SERPs for example)
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128. Observed Ranking-rules for hybrid
local results
the first organic result (A) with a connected Places-page can trigger a
“hybrid local results“-box on the SERP
the hybrid local results will start at the same position where (A) can be
found in the “pure organic ranking” (see AOL-SERPs for example)
you will find additional organic results from the Top-10 for which Google is
able to match connected Places-pages in the “hybrid local results“-box
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129. Observed Ranking-rules for hybrid
local results
the first organic result (A) with a connected Places-page can trigger a
“hybrid local results“-box on the SERP
the hybrid local results will start at the same position where (A) can be
found in the “pure organic ranking” (see AOL-SERPs for example)
you will find additional organic results from the Top-10 for which Google is
able to match connected Places-pages in the “hybrid local results“-box
the box (7-Pack hybrids) will be padded with the best Google Places /
Google Maps results until all 7 slots are filled
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130. Observed Ranking-rules for hybrid
local results
the first organic result (A) with a connected Places-page can trigger a
“hybrid local results“-box on the SERP
the hybrid local results will start at the same position where (A) can be
found in the “pure organic ranking” (see AOL-SERPs for example)
you will find additional organic results from the Top-10 for which Google is
able to match connected Places-pages in the “hybrid local results“-box
the box (7-Pack hybrids) will be padded with the best Google Places /
Google Maps results until all 7 slots are filled
the number of “padded results” increases the typically number of 10
results on the 1. SERP by the same number (for example: “sprachschule
münchen”: 10 organic results +2 padded results = 12 results)
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131. Please notice: Exceptions
there are certain exceptions like for example Location Specific Results
getting into all of these exceptions is something that would go beyond the
scope of this 15 minute presentation
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132. Conclusion 1:
To reach the top spot
in the Local Universal
results, in most cases
(hybrid local result),
you need to have the
best organic ranking
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133. Conclusion 2:
Google will „penalize“ the 1.
organic result that has a
Places-profile attached to it,
by adding up to 6
competitors to the hybrid
local results box.
This means that sometimes
it is a good idea for the Nr.
1 to disconnect the listing
from its Places-page.
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