Google+ Local Optimization & Tactics - SMX West 2014 - Making Sense of the Local Landscape

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Adam Dorfman, SIM Partners
Making Sense of the Local
Landscape: Google+

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Meet your presenter
Adam Dorfman
SVP – Product & Technology
A SaaS local marketing
platform that empowers
enterprise brands to
maximize Social, Local
Search, and Mobile at the
Location level through
automation and scalability.

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First Thing to Note About Google
Source: http://pandawhale.com/post/28965/you-know-what-sucks-everything-michael-cera-gif

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The Path to Google+ Local
Google+ rolls out
• Social network for people
Google+ Business pages roll out
• Social pages for brands
2011
Jun 28
Nov 7
2012
May 30
Aug 3
Google+ Local rolls out/Places sunsets
Ability to merge G+ Business and G+ Local pages
is introduced
• Could manage location info in two interfaces
2013
Roll out of new dashboard for G+ Local begins
• New accounts received new dashboard automatically
• Existing listings could request to change
Google begins auto-merging social features into
some new dashboard listings
Apr 2
Aug 20

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Source: http://www.reactiongifs.com/hell-wrong-people/

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Google+ Local Listing (the artist formerly known as Places)

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Google+ Business Page
Verified!

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Old Version Google+ Local New Version Google+ Local
Updates to Interface – Listing Edit Page

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Unlimited
characters +
formatting!
Up to 10
categories, no
customization
200 character
limit, no
formatting
Up to 5
categories,
custom OK

@phixed
Unlimited
characters +
formatting!
Up to 10
categories, no
customization
200 character
limit, no
formatting
Up to 5
categories, cu
stom OK
STILL CALLED
“PLACES”
WTF

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Listing Analytics

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Listing Analytics
Old Version Google+ Local New Version Google+ LocalMap Clicks and
Clicks to Website
Combined to
“Actions”

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Case Study Time!
Source: http://sesamestreet.tumblr.com/post/61029847545/tonight-7-pm-edt-were-kicking-off-our-new

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What Worked for 315 U.S. Businesses?
Challenge:
• How to boost
ranking through
local listings
optimization?
Method of
Analysis:
• Examined 4,000
keyword/city
combinations used as
local search
terms, which
represented local SEO
campaigns of 315
businesses
Source: http://simpartners.com/case-studies/LocalOptimizationAggregateStudy.pdf

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Aggregate Case Study: Prior to Optimization
4,000 Keyword/City combinations, representing 315 businesses
Only 26% (1,040)
combinations ranked
in top 7 positions
Only 8% (320)
combinations ranked in
top 2 positions

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Aggregate Case Study: Post-Optimization
Results:
Top 2 increased 399%
(from 320 to 1,600)
Top 7 increased 179%
(from 1,040 to 2,900)
3rd-5th increased 97%

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How Did That Happen?
Source: http://www.reactiongifs.com/hell-wrong-people/

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Consistency, Consistency, Consistency
Basic Data
 Far and away the most
important aspect of a
Google+ Local page for
an SMB
 All business info needs
to be accurate across
all platforms and social
networks

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Tried and True Tactics
http://67.227.255.239/forum/showthread.php?p=87028075#post87028075

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Tried and True Tactics
Create Custom Business Descriptions Using Primary Keywords
Identify & Remove Duplicates on Google & Other Sites
Photos Improve Click Through Rates
Continue Monitoring and Modifying Listings Depending on Performance
http://67.227.255.239/forum/showthread.php?p=87028075#post87028075

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Market Your Business Not Your G+ Profile
 Optimize it to suit your goals
 Stand out in results
 Great photos
 Complete biz info
 Great website to link to
Source: http://socialspew.com/post/7455697338/

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 Great photos
 Don’t spend unnecessary time on
social if:
 Your customers aren’t on G+
 You don’t have highly engaging,
relevant content

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 Great photos
 Don’t spend unnecessary time on
social if:
 Your customers aren’t on G+
 You don’t have highly engaging,
relevant content
 Grow your reviews
 Ask for them
 GetFiveStars.com

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 Use a banner, pictures and
videos to customize your
page
 A more personal
experience is generally a
better experience
 By customizing and
decking out your G+ Local
Page you can differentiate
yourself from competitors
Get Personal
Source: http://bit.ly/1ijmUOK

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Tactics for Google+: Merge Plus Business
with Plus Local

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Tactics for Google+: Merge Plus Business
with Plus Local
Review
Other
Businesses
Build out
circles
Rich text
Add videos
Post status
updates

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But How?
 http://www.autorevo.com/blog/merge-google-plus-local-with-plus-
business/
 http://www.davidmihm.com/blog/google/plus-page-verification/
 https://todaymade.com/blog/merge-google-local-page/
 http://plumberseo.net/get-on-the-google-map/how-to-merge-your-
google-places-google-local-listing
 http://www.seroundtable.com/google-page-local-verification-
15526.html

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Sit Tight
 https://productforums.google.com/forum/#!category-topic/business/I0Royu8V9x8
 http://localu.org/blog/merge-google-pages-usually-cant-now/

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Tactics for Google+: Categories & Description
Description
• Direct ranking impact minimal
• User experience impact large
• Format your text
• Take advantage of hyperlinks
Categories
• Remains one of the more
important factors in the
algorithm
• Use category selection tool
• Go granular
• 1,000 new international
categories added

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Google Updates Quality Guidelines for Businesses
Starbuck’s Downtown
McDonald’s Midtown
Joe’s Pizza Delivery
Sheraton Chicago
Joe’s Pizza Best Delivery
Marketing Slogans
URLs
Phone Numbers
Source: Google

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Source: http://quickmeme.com

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Maintain Listings According to How They Perform
• Doing nothing can be a tactic!
• So can republishing with zero changes
• Don’t overthink things!

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What’s Next?

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Signs of Transition for Bulk Accounts?
Uploaded
photos not
appearing
bug
Recent email from
Google
Listings
pending
for 2+
months
bug
Error with your
categories bug
“Action Required: You
have 3 weeks to save
your Google Places
Listing.”

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Client Desire to Upgrade vs. Google Response
“We are tired of waiting for the merge. Is it ok to start manually
processing these?”
Clients

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Client Desire to Upgrade vs. Google Response
Source: http://blog.parrotearth.com/wp-
content/uploads/2012/04/tumblr_lxt5tjB9Tf1qd8nujo1_500.gifS
“Unfortunately, I don't have the exact timeline of when the bulk verified
users will support Google Plus pages…. In regards to merging the pages
now, I would strongly recommend waiting for the full upgrade.”
-Google Contact

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Other Topics and Tactics to Consider
Authorship!
Publisher!
Reviews!
Offers!
Social!
International!
Source: A SIM Partners employee with too much time on their hands AdWords
Express! Knowledge
Graph!
SERPS!

@phixed
THANK YOU!
Adam Dorfman
adorfman@simpartners.com
www.simpartners.com
@phixed

Google+ Local Optimization & Tactics - SMX West 2014 - Making Sense of the Local Landscape

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