searchlove san diego 2015 | david mihm, 'local search: shiny objects may be closer than they...
TRANSCRIPT
![Page 1: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/1.jpg)
@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, CASEPTEMBER 10 2015!
![Page 2: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/2.jpg)
http://www.davidmihm.com/local-search-ranking-factors-2008.shtml!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 3: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/3.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 4: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/4.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 5: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/5.jpg)
The easiest, cheapest, quickest way to get the most new customers.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 6: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/6.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 7: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/7.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 8: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/8.jpg)
WE ARE IN THE MIDDLE OF TWO PARADIGM SHIFTS!
https://www.flickr.com/photos/pagedooley/18634815839/!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 9: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/9.jpg)
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!
![Page 10: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/10.jpg)
BEYOND GOOGLE!
Need to backfill the inevitable loss of Google organic local search traffic coming in the next few years.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 11: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/11.jpg)
IN A LOT OF WAYS, THESE TWO SHIFTS ARE CONNECTED.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 12: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/12.jpg)
PART I: THE SHIFT WITHIN GOOGLE!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 13: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/13.jpg)
A) Visibility is getting harder.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 14: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/14.jpg)
Brand and Conversational Search!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 15: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/15.jpg)
Users(and Brands)!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 16: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/16.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
http://www.rimmkaufman.com/blog/google-local-pack-map-changes-cause-steep-decline-organic-brand-ctr/28082015/!
![Page 17: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/17.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 18: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/18.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 19: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/19.jpg)
NOPE.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 20: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/20.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 21: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/21.jpg)
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!
![Page 22: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/22.jpg)
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!
![Page 23: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/23.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 24: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/24.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 25: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/25.jpg)
“Other stuff” increasingly matters:!Domain Authority (Brands)Location Authority (SMBs)!
Brand / Behavior!Brand searches!Clickthrough rates!In-store visits!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 26: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/26.jpg)
Behavioral Signals!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 27: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/27.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
https://moz.com/blog/google-may-use-your-behavior-to-impact-search-rankings-whiteboard-friday!
![Page 28: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/28.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
http://www.slideshare.net/darrenshaw1/darren-shaw-user-behavior-and-local-search-dallas-state-of-search-2014!
![Page 29: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/29.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 30: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/30.jpg)
“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!
![Page 31: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/31.jpg)
Unstructured Citations!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 32: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/32.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 33: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/33.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 34: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/34.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 35: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/35.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 36: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/36.jpg)
B) Organic local search results are becoming unrecognizable.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 37: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/37.jpg)
GOOGLE’S SHINY OBJECTS:!!!!!!!!!!!WHAT DO THEY ADD UP TO?!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 38: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/38.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 39: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/39.jpg)
Unified login!Personalized results!Cross-device tracking!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 40: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/40.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 41: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/41.jpg)
http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 42: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/42.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 43: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/43.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 44: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/44.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 45: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/45.jpg)
http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 46: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/46.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 47: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/47.jpg)
Image courtesy Mike Blumenthal, blumenthals.com!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 48: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/48.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 49: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/49.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 50: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/50.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 51: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/51.jpg)
Google’s Local Search!
LASER!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 52: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/52.jpg)
“ $ ?”! “ ?”!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 53: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/53.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 54: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/54.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 55: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/55.jpg)
Image courtesy Mike Blumenthal, blumenthals.com!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 56: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/56.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 57: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/57.jpg)
PART II: BEYOND GOOGLE!(Everyone else’s shiny objects)!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 58: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/58.jpg)
http://searchengineland.com/bing-five-years-old-193114!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 59: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/59.jpg)
“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!
![Page 60: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/60.jpg)
source: internetlivestats.com
@davidmihm! © SEOmoz, Inc. 2015!
![Page 61: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/61.jpg)
http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 62: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/62.jpg)
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!
![Page 63: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/63.jpg)
http://www.wired.com/2015/08/facebook-launches-m-new-kind-virtual-assistant/!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 64: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/64.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 65: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/65.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 66: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/66.jpg)
http://viewfromthewing.boardingarea.com/2015/09/01/hilton-launches-new-partnership-with-uber-gives-you-access-to-uber-data/!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 67: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/67.jpg)
For most of us, unpaid local search trafficfrom Google WILL decline.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 68: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/68.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 69: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/69.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 70: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/70.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 71: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/71.jpg)
For most of us, unpaid local search trafficfrom Google WILL decline.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 72: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/72.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 73: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/73.jpg)
*!!
* WHICH, OH BY THE WAY, LEADSTO BETTER RANKINGS AT GOOGLE!
HOW DO YOU COMBAT THIS FRAGMENTATION?!
HOW DO YOU AVOID PAYING FOR
THESE SEARCH RESULTS?!
FOCUS ON TRAFFIC SOURCESFAR BEYOND GOOGLE.!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 74: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/74.jpg)
PART III: THE PLAN!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 75: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/75.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 76: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/76.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 77: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/77.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
Authority!Barnacles:Review Profiles(Yelp)!
![Page 78: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/78.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
Authority Barnacles: Activity (Facebook, e.g.)!
![Page 79: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/79.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
Authority Barnacles: Features (3rd-Party Content)!
![Page 80: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/80.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
Authority Barnacle Tactics!1) Customer Engagement (Reviews)!2) Customer Engagement (Activity)!3) Influencer Content-Producers (Features)!
![Page 81: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/81.jpg)
Customer Engagement (Reviews)!First Barnacle: Yelp!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 82: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/82.jpg)
http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf!
@davidmihm! © SEOmoz, Inc. 2015!
“Who had a positive experience?”!
![Page 83: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/83.jpg)
(h/t Professor Maps)!
@davidmihm! © SEOmoz, Inc. 2015!
Who had a positive experience? (by hand)!
![Page 84: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/84.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
Who had a positive experience? (via Facebook)!
![Page 85: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/85.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
(Reviews on Other Platforms)!
![Page 86: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/86.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
Enter FullContact!
![Page 87: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/87.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
Enter FullContact!
![Page 88: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/88.jpg)
http://www.yodle.com/downloads/what-consumers-want-from-local-businesses.pdf!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 89: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/89.jpg)
@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!
![Page 90: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/90.jpg)
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-portland&ei=ORXQVOTIMYrToAThnoDIDg&usg=AFQjCNEUKZkFTT08D-TWLEveajX_n6sJvA&sig2=bF34FeJW33NHGGxmeOQbiQ!
@davidmihm! © SEOmoz, Inc. 2015!
Asking for Yelp Reviews:The Blackish Hat Way!
![Page 91: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/91.jpg)
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!
![Page 92: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/92.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
Review-Focused CRM!Get Five Stars!
![Page 93: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/93.jpg)
Customer Engagement (Activity)!Second Barnacle: Facebook / Instagram!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 94: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/94.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 95: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/95.jpg)
@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!
![Page 96: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/96.jpg)
@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!
![Page 97: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/97.jpg)
Influencer Content-Producers (Features)!Third Barnacle: Content!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 98: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/98.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 99: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/99.jpg)
@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
![Page 100: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/100.jpg)
@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
![Page 101: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/101.jpg)
http://www.intel-sw.com/blog/facebook-search/!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 102: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/102.jpg)
Authority Barnacles:!The Impact on Search Results!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 103: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/103.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 104: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/104.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 105: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/105.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 106: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/106.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 107: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/107.jpg)
Case Study!Mae PDX!
@davidmihm! © SEOmoz, Inc. 2015!
![Page 108: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/108.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 109: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/109.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 110: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/110.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 111: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/111.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 112: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/112.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 113: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/113.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 114: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/114.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 115: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/115.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 116: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/116.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 117: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/117.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 118: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/118.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 119: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/119.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 120: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/120.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 121: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/121.jpg)
@davidmihm! © SEOmoz, Inc. 2015!
![Page 122: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/122.jpg)
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.!
![Page 123: SearchLove San Diego 2015 | David Mihm, 'Local Search: Shiny Objects may be Closer than They Appear](https://reader031.vdocuments.site/reader031/viewer/2022030315/587afa8e1a28ab93488b527d/html5/thumbnails/123.jpg)
@davidmihm! © SEOmoz, Inc. 2015!