user behavior affects local rankings. now what?

@philrozek #stateofsearch

User Behavior Affects Local Rankings.

Now What?

State of Search 2014

Phil Rozek localvisibilitysystem.com


So click-through and other

user-behavior matters.

I’ll show you what to do

with that knowledge.

But first…


My theory:

it’s all like a sandbox


2 assumptions about Google…


Assumption 1: Google knows everything


Assumption 2: Google judges everything


Ever noticed how some businesses

stick on page one forever?

Or how businesses rank then tank?

Or why results can seem so random?


Assumption 2: Google uses what it knows

Overall, more difficult-to-game signals

have been on the rise - clickthrough

rates on your listings in search results

are more influential than ever.

Clicks on maps, review links, and

driving directions all factor in.

Chris Silver Smith

Local Search Ranking Factors 2014

“


The $64,000 Question:

how can you get users to show

Google you’re a good search result?


Obvious win: Get lots of people into a room


Host a big gathering if you can.

Or do TV ads if you can.

But I can’t assume you’ll do those.


How can you send Google

more behavioral clues

every day, starting today?


Know the main places where

searchers can engage with you:

7 “sandboxes”…


1. Main search results

2. Branded search results

3. Your knowledge graph

4. “People also search for”

5. Google Places page

6. Website

7. “Maps” view


The goal(s):

collect more clicks

+ clicks from all over.


By the way…

Forget rankings for a second.

You should do all these steps anyway.


Engagement area 1:

main search results


Goal:

Become the obvious

search result to click on


Get a catchy business name


Use a Google Places “descriptor”


Reviews, reviews, reviews


Upload attractive photo(s)


Engagement area 2:

branded search results


Goal:

avoid pogo-sticking


Punchy title + description tags


Make pages based on autocomplete


Get on Google’s favorites


Obvious:

Facebook, Pinterest, YouTube,

etc.

Less-obvious:

BBB, SlideShare, paid niche

sites, even Meetup.com

Get on Google’s favorites


Engagement area 3:

your knowledge graph


Goal:

turn your knowledge graph into

Play-Doh


Catchy photo and many reviews


Photos in posts


Engagement area 4:

“people also search for”


Goal:

steal clicks from competitors’

branded results


Upload flashy 1st photo


Engagement area 5:

Google Places page


Goal:

get people to click through

- or click to call.


Google reviews!


Nice cover photo


Detailed description w/ links


Google posts that link to posts / subpages


Google Business View photo shoot


Engagement area 6:

your site


Goals:

1. avoid pogo-sticking

(esp. bounces)

2. push users deeper


1. Autoplay videos, Flash intros, music

2. Thin content on landing page

3. Typical keyword-stuffing

Bad ideas


1. Visible, foolproof navigation

2. Lots of info about services

3. Mobile-friendly site

Good ideas – the obvious ones


4. Links to review sites (in new tab)

5. Click-to-call links

6. Multiple calls-to-action

7. CrazyEgg

Good ideas – the less-obvious


Use CrazyEgg


Engagement area 7:

“Maps” view


Goal:

urge visitors to look up

driving directions


Encourage driving directions


Embed the RIGHT Google map


Put it on several pages if possible.

Ask visitors to use the map.

Where you don’t embed the map,

consider linking to it (new tab).

Embed the RIGHT Google map


Bonus tip:

Give Google Plus reviewers

manual directions


1. Go to Plus.Google.com

2. Or to Google.com

3. Don’t send everyone a link!

Ask reviewers to search manually


What’s the bigger picture?

a few principles


1. Study your UX – your “click-flow”

2. Give users stuff to look at

3. Give users places to click

4. REVIEWS

Takeaway principles


Thanks!


Phil Rozek

localvisibilitysystem.com

twitter: @philrozek


• # of Clicks on Your Google+ Page Determines Your Ranking?

– Local Search Forum

• Driving Directions vs. Reviews as Ranking Signals for Google Maps

– Bill Slawski

• Mad Science Experiments in SEO & Social Media (slides 88-102)

– Rand Fishkin

• Using Autocomplete To Hijack Local Search Results

– Chris Silver Smith

• How to Pimp Your Local Google+ Page

– Phil Rozek / Whitespark

• One-page handout for getting Google reviews

– Phil Rozek

Resources / further reading

user behavior affects local rankings. now what?

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