David Mihm, Founder at Tidings | @davidmihm In 2017, links are still the overwhelming markers for authority in local search results (and results of all kinds). In this session, you’ll learn why David and Aaron believe that links will make way for entity authority as the overarching ranking factor in local search, and some of the signals Google is using even today that contribute to this concept.

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My Local Search Worldview, ca. June 2017
MnSearch // Saint Paul, MN // June 23, 2017
David Mihm
Founder, Tidings
© 2017 TIDINGS

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Maybe in 2007…
...meanwhile, in 2017...

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Local search
query volume in
the United States
from 2014 to
2019, by platform
(in billions)

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http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

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Desktop Search Engine Market Share
https://www.netmarketshare.com/search-engine-market-share.aspx?qprid=4&qpcustomd=0&qpsp=2017&qpnp=1&qptimeframe=Y
Mobile/Tablet Search Engine Market Share

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…
(1200 pixels)

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Every Google SERP feature is designed for mobile.

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2008  2013  2018+

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Source: Bloomberg

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8%
14%
Source: Tidings, based on Hitwise and Google data
Share of searches by industry, August 2016
57%
31%
41%
29% DESKTOP
MOBILE
VOICE
DESKTOP
MOBILE
VOICE

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The rise of Voice means more fragmentationAND
simultaneously less real estate for Google to monetize.

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So what is Google doing in this context?

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Personalization

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Presentation

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Source: SearchEngineLand

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Slide courtesy of Moz’s Dr. Peter Meyers

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Slide courtesy of Moz’s Dr. Peter Meyers

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Transaction

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“Book a table for two at Tamarine tonight at 7 p.m.”
-Amit Singhal, Google Search Chief, 1/13/16
Source: SearchEngineLand

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Net-Net-Net
Fewer webpage results
Fewer organic results
More time on Google SERPs
Fewer clickthroughs*
*except to advertisers

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But how do I rank?
(2017 Local Ranking
Factors Survey)
Traditional SEO
Local
Data
Engagement

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WHY do links and reviews (and citations) work?
They contribute to Entity Authority.

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Our concept of “citation” needs to evolve.

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“Are words the new links?”
--Mike Blumenthal

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What else do I *think* builds entity authority?
• Clickthrough rate
• General traffic
• Branded searches / Taps / Saves
• Knowledge Panel interactions
• Real-world visits
• Real-world transactions

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What else do I *think* builds entity authority?
• Clickthrough rate
• General Traffic
• Branded searches / Taps / Saves
• Knowledge Panel interactions
• Real-world visits
• Real-world transactions
Engagement.

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What else do I *think* builds entity authority?
• Clickthrough rate
• General Traffic
• Branded searches / Taps / Saves
• Knowledge Panel interactions
• Real-world visits
• Real-world transactions
Engagement democratizes links.

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Traditional SEO
Local
Data
Engagement
Traditional
SEO
Local
Data
Engagement
2017 2020

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Personalization
Behavioral
Social Reviews
Links
On-Page
Citations
GMB
Stuff we like to sell cuz it’s easy
Stuff we can do but it’s hard
“Real Company S#!t”

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Personalization
Behavioral
Social Reviews
Links
On-Page
Citations
GMB
Stuff we like to sell cuz it’s easy
Stuff we can do but it’s hard
“Real Company S#!t”
Theme #1:
Effective SEO is much harder.

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Theme #2:
There are fewer opportunities for organic
engagement than ever.

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Theme #3 / 3a:
Demand is higher than ever / competition
is fiercer than ever.

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What can you
do about it?
tidings.com/adapt

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thank you!
dm@tidings.com