SearchLove Boston 2016 | Mary Bowling | Local Search Experience Optimization

@MaryBowlingIgnitorDigital.com
Local Search Experience Optimization
@MaryBowling
LOCAL SEO

1.Links
2. Content
3.RankBrain

Machine learning applied to the
hummingbird algorithm to
predict the best search results
as determined by searcher
behavior feedback
For Local Search

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

Visibility
AttractionEngagement
Virtuous Content Cycle

AttractionEngagement
1st Page Rankings

Clicks to
contentEngagement
1st Page Rankings

1st Page Rankings
Good Clicks
Low
Bounce
Backs

Maximize Searcher Attraction

7 Steps for Local Search Experience
Optimization

#1
Maximize Local Knowledge Panels
#1

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

Photos in Google Listings
https://www.gybo.com/downloads/verification-benefits.pdf
+42% requests for directions
+35% clicks to website

Google Business Photos
https://www.google.com/maps/streetview/trusted/

https://www.google.com/maps/streetview/trusted/
Google Business Photos

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

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

#1
Improve Free Ads
#2

#1
Use Schema
#3

Use Schema Everywhere

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

#1
Maximize Barnacle SEO
#4

3 SMB listings
7 opportunities on
5 different sites

Barnacle onto Apps

Use App Promotions

Provide Rich Content

#1
Get Stars in the SERPs
#5

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

Stars in the SERPs

Reviews in Google Listings
+144% requests for directions
+360% clicks to website

>10%

#1
Improve Reputation
#6

Improve Review Sentiment
https://moz.com/local-search-ranking-factors

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

“It is also important to read
the reviews because the
content of the reviews matter,
not just the number.”

Commit to Continual Improvement

• 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

#1
Improve Existing Content
#7

Do a Content Audit
https://moz.com/blog/content-audit-tutorial

Check Engagement
75% of sessions

Not Useful to Users

<title>Clockwork Home Services™</title>
Non-Optimized

Photo Galleries

Too Thin

Quality Content For Local

Top Page Quality Considerations
Expertise
Authority
Trustworthiness

E-A-T is Based On
Quality 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

Aim for
LOCALIZED
excellence

How Much Buy In?

Start with the Business’ Story
Motivations
USP
People
History
Experiences
Anecdotes

Ask the Right Questions
Best 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?

Ask the Right People
Owner/manager
Sales
Customer service
Receptionists
Call center
Technicians

Do What’s Easiest for Them

When It’s Easiest for Them

Recording’s Easy
Free 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

Use Google Keep
Easy to:
Keep
Share
Send
Save
Transcribe
Photos
Lists
Reminders
Notes

Opportunity
Opportunity Knocking

Bigger Brands
“…expect websites of large companies
and organizations to put a great deal
of effort into creating a good user
experience”

Genuine
Little Brands
Trusted
Well-liked
Straight
talk

Real Photos

Optimizing Your People

Engagement: “People” Content
Who’s going to be using lasers on
my eyeballs?
@MaryBowling

How Much?

Projects/Case Studies

“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

Thanks!

SearchLove Boston 2016 | Mary Bowling | Local Search Experience Optimization

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