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SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear

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With so much innovation happening in local search (new algorithms, new interfaces, new products, and new platforms) it's easy to get distracted by shiny object syndrome, and hard to wrap your mind around what all the change adds up to. What signals is Google still using, post-Pigeon? How should I be using Facebook? Do I even bother with Apple Maps? David will synthesize the broad trends in local online marketing over the last three years, prioritizing the tactics worth paying attention to and the ones to stop wasting time on.

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@davidmihm! © SEOmoz, Inc. 2015! Local Search in 2016
 Shiny Objects May Be Closer Than They Appear! DAVID MIHM! DIRECTOR OF LOCAL STRATEGY, MOZ! ! ! DISTILLED SEARCHLOVE! SAN DIEGO, CA
 SEPTEMBER 10 2015!
http://www.davidmihm.com/local-search-ranking-factors-2008.shtml! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
The easiest, cheapest, quickest way to get the most new customers.! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
WE ARE IN THE MIDDLE OF TWO PARADIGM SHIFTS! https://www.flickr.com/photos/pagedooley/18634815839/! @davidmihm! © SEOmoz, Inc. 2015!
WITHIN GOOGLE! A) Getting visibility in high-value organic results is much harder.! ! B) Organic “local search results” are becoming unrecognizable.! @davidmihm! © SEOmoz, Inc. 2015!
BEYOND GOOGLE! Need to backfill the inevitable loss of Google organic local search traffic coming in the next few years.! @davidmihm! © SEOmoz, Inc. 2015!
IN A LOT OF WAYS, THESE TWO SHIFTS ARE CONNECTED.! @davidmihm! © SEOmoz, Inc. 2015!
PART I: THE SHIFT 
 WITHIN GOOGLE! @davidmihm! © SEOmoz, Inc. 2015!
A) Visibility is getting harder.! @davidmihm! © SEOmoz, Inc. 2015!
Brand and Conversational Search! @davidmihm! © SEOmoz, Inc. 2015!
Users
 (and Brands)! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015! http://www.rimmkaufman.com/blog/google-local-pack-map-changes-cause-steep-decline-organic-brand-ctr/28082015/!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
NOPE.! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
None of this changes the basic elements of a local search campaign.! ! They are table stakes.! Are  you  findable  on  REcovery  searches?   Are  you  conver5ng  these  customers?   @davidmihm! © SEOmoz, Inc. 2015!
What are the stakes?! Discoverable, authoritative page per location! Accurate location data across the ecosystem! Handful of reviews per location! Decent store locator! Consistent NAP on trusted sites! Baseline social proof! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
“Other stuff” increasingly matters:! Domain Authority (Brands)
 Location Authority (SMBs)! Brand / Behavior! Brand searches! Clickthrough rates! In-store visits! @davidmihm! © SEOmoz, Inc. 2015!
Behavioral Signals! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015! https://moz.com/blog/google-may-use-your-behavior-to-impact-search-rankings-whiteboard-friday!
@davidmihm! © SEOmoz, Inc. 2015! http://www.slideshare.net/darrenshaw1/darren-shaw-user-behavior-and-local-search-dallas-state-of-search-2014!
@davidmihm! © SEOmoz, Inc. 2015!
“Other stuff” increasingly matters:! Domain Authority (Brands)
 Location Authority (SMBs)! Brand / Behavior! Brand searches! Clickthrough rates! In-store visits! ! Content! Unstructured citations (authority and volume)! Review text in long-tail categories (authority and volume)! @davidmihm! © SEOmoz, Inc. 2015!
Unstructured Citations! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
B) Organic local search results are becoming unrecognizable.! @davidmihm! © SEOmoz, Inc. 2015!
GOOGLE’S SHINY OBJECTS:
 ! ! ! ! ! ! ! ! ! ! ! WHAT DO THEY ADD UP TO?! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Unified login! Personalized results! Cross-device tracking! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Image courtesy Mike Blumenthal, blumenthals.com! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Google’s Local Search! LASER! @davidmihm! © SEOmoz, Inc. 2015!
“ $ ?”! “ ?”! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Image courtesy Mike Blumenthal, blumenthals.com! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
PART II: BEYOND GOOGLE! (Everyone else’s shiny objects)! @davidmihm! © SEOmoz, Inc. 2015!
http://searchengineland.com/bing-five-years-old-193114! @davidmihm! © SEOmoz, Inc. 2015!
“The age of [users] going to Google on your desktop and finding [their] way to Yelp – while it’s not over – we’ve sort of hit that peak.”
 
 --Yelp Q4 2014 Earnings Call! ! https://www.flickr.com/photos/jdlasica/! @davidmihm! © SEOmoz, Inc. 2015!
source:  internetlivestats.com   @davidmihm! © SEOmoz, Inc. 2015!
http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is! @davidmihm! © SEOmoz, Inc. 2015!
http://appleinsider.com/articles/15/06/16/apples-siri-spotlight-extend-google-like-search-inside-ios-9-apps-without-tracking-users! @davidmihm! © SEOmoz, Inc. 2015!
http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
http://viewfromthewing.boardingarea.com/2015/09/01/hilton-launches-new-partnership-with-uber-gives-you-access-to-uber-data/! @davidmihm! © SEOmoz, Inc. 2015!
For most of us, unpaid local search traffic
 from Google WILL decline.! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
For most of us, unpaid local search traffic
 from Google WILL decline.! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
*! ! * WHICH, OH BY THE WAY, LEADS
 TO BETTER RANKINGS AT GOOGLE! HOW DO YOU COMBAT THIS FRAGMENTATION?! 
 HOW DO YOU AVOID PAYING FOR
 THESE SEARCH RESULTS?! FOCUS ON TRAFFIC SOURCES
 FAR BEYOND GOOGLE.! @davidmihm! © SEOmoz, Inc. 2015!
PART III: THE PLAN! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015! Authority! Barnacles:
 Review
 Profiles
 (Yelp)!
@davidmihm! © SEOmoz, Inc. 2015! Authority Barnacles: Activity (Facebook, e.g.)!
@davidmihm! © SEOmoz, Inc. 2015! Authority Barnacles: Features (3rd-Party Content)!
@davidmihm! © SEOmoz, Inc. 2015! Authority Barnacle Tactics! 1)  Customer Engagement (Reviews)! 2)  Customer Engagement (Activity)! 3)  Influencer Content-Producers (Features)!
Customer Engagement (Reviews)! First Barnacle: Yelp! @davidmihm! © SEOmoz, Inc. 2015!
http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf! @davidmihm! © SEOmoz, Inc. 2015! “Who had a positive experience?”!
(h/t Professor Maps)! @davidmihm! © SEOmoz, Inc. 2015! Who had a positive experience? (by hand)!
@davidmihm! © SEOmoz, Inc. 2015! Who had a positive experience? (via Facebook)!
@davidmihm! © SEOmoz, Inc. 2015! (Reviews on Other Platforms)!
@davidmihm! © SEOmoz, Inc. 2015! Enter FullContact!
@davidmihm! © SEOmoz, Inc. 2015! Enter FullContact!
http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015! http://marketingland.com/incentivized-check-ins-white-hat-trick-getting-reviews-yelp-120607! Asking for Yelp Reviews:
 The White Hat Way!
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCAQFjAA&url=http%3A%2F%2Fwww.yelp.com%2Fbiz%2Fdavid-mihm-portlan @davidmihm! © SEOmoz, Inc. 2015! Asking for Yelp Reviews:
 The Blackish Hat Way!
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web
 &cd=1&cad=rja&uact=8&ved=
 0CB8QFjAAahUKEwjTkq2KserHAhVLmYgKHTy6BdM&
 url=http%3A%2F%2Fwww.yelp.com%2Fbiz%2Fdavid-mihm-
 portland&usg=AFQjCNEUKZkFTT08D-TWLEveajX_n6sJvA&sig2= gYi1brzfrv3CqYw7_LNKqA! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015! Review-Focused CRM! Get Five Stars!
Customer Engagement (Activity)! Second Barnacle: Facebook / Instagram! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015! - Kill a much-beloved lion in Zimbabwe! - Offer free check-up for recently-returned vets! - Host a “Green Card” poker night with proceeds going to application / administrative fees! - Sponsor a local high school scholarship for Latino youth! - Host a “spring cleaning” event donating no- longer-used items to a local homeless shelter! - Partner with California Closets to haul away and donate no-longer-used items! Customer engagement as content!
@davidmihm! © SEOmoz, Inc. 2015! Amplify Your Engagement! Run sponsored image ads on Instagram! ! ! Use your CRM:! ! - Retarget your customer list via GDN! ! ! ! - Encourage donations via Facebook and Twitter ads!
Influencer Content-Producers (Features)! Third Barnacle: Content! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015! Captive Influencers:
 Facebook Connections! h"ps://www.facebook.com/search/112548152092705/residents/present/me/friends/friends/109330299086483/job-­‐liker-­‐union/employees/intersect  
@davidmihm! © SEOmoz, Inc. 2015! New Influencers:
 Facebook “Connections”! h"ps://www.facebook.com/search/112548152092705/residents/present/6321831972/employees/present/109330299086483/job-­‐liker-­‐union/employees/intersect  
http://www.intel-sw.com/blog/facebook-search/! @davidmihm! © SEOmoz, Inc. 2015!
Authority Barnacles:! The Impact on Search Results! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Case Study! Mae PDX! @davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
@davidmihm! © SEOmoz, Inc. 2015!
Net – Net – Net! What Should You Focus On?! @davidmihm! © SEOmoz, Inc. 2015! TABLE STAKES! Store Locator! Location Data! Reviews! “WINNING HANDS”! Brand + Authority! Influencer Visibility! Customer Engagement! Across ALL sources of customer demand, not just Google.!
@davidmihm! © SEOmoz, Inc. 2015!
© SEOmoz, Inc. 2015! Thank You! DAVID MIHM! DAVIDM@MOZ.COM! @DAVIDMIHM!

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