Mais conteúdo relacionado Semelhante a SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear (20) SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear1. @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!
8. WE ARE IN THE MIDDLE OF
TWO PARADIGM SHIFTS!
https://www.flickr.com/photos/pagedooley/18634815839/!
@davidmihm! © SEOmoz, Inc. 2015!
9. 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!
10. BEYOND GOOGLE!
Need to backfill the
inevitable loss of Google
organic local search traffic
coming in the next few
years.!
@davidmihm! © SEOmoz, Inc. 2015!
11. IN A LOT OF WAYS, THESE TWO SHIFTS ARE CONNECTED.!
@davidmihm! © SEOmoz, Inc. 2015!
12. PART I: THE SHIFT
WITHIN GOOGLE!
@davidmihm! © SEOmoz, Inc. 2015!
16. @davidmihm! © SEOmoz, Inc. 2015!
http://www.rimmkaufman.com/blog/google-local-pack-map-changes-cause-steep-decline-organic-brand-ctr/28082015/!
21. 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!
22. 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!
25. “Other stuff” increasingly matters:!
Domain Authority (Brands)
Location Authority (SMBs)!
Brand / Behavior!
Brand searches!
Clickthrough rates!
In-store visits!
@davidmihm! © SEOmoz, Inc. 2015!
27. @davidmihm! © SEOmoz, Inc. 2015!
https://moz.com/blog/google-may-use-your-behavior-to-impact-search-rankings-whiteboard-friday!
28. @davidmihm! © SEOmoz, Inc. 2015!
http://www.slideshare.net/darrenshaw1/darren-shaw-user-behavior-and-local-search-dallas-state-of-search-2014!
30. “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!
36. B) Organic local search results are
becoming unrecognizable.!
@davidmihm! © SEOmoz, Inc. 2015!
52. “ $ ?”! “ ?”!
@davidmihm! © SEOmoz, Inc. 2015!
57. PART II: BEYOND GOOGLE!
(Everyone else’s shiny objects)!
@davidmihm! © SEOmoz, Inc. 2015!
59. “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!
67. For most of us, unpaid local search traffic
from Google WILL decline.!
@davidmihm! © SEOmoz, Inc. 2015!
71. For most of us, unpaid local search traffic
from Google WILL decline.!
@davidmihm! © SEOmoz, Inc. 2015!
73. *!
!
* 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!
80. @davidmihm! © SEOmoz, Inc. 2015!
Authority Barnacle Tactics!
1) Customer Engagement (Reviews)!
2) Customer Engagement (Activity)!
3) Influencer Content-Producers (Features)!
89. @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!
95. @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!
96. @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!
99. @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
100. @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
122. 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.!
124. © SEOmoz, Inc. 2015!
Thank You!
DAVID MIHM!
DAVIDM@MOZ.COM!
@DAVIDMIHM!