Tag Archive | "Local"

The Guide to Building Linked Unstructured Citations for Local SEO

Posted by MiriamEllis

This article was written jointly in partnership with Kameron Jenkins. You can enjoy her previous articles here.


When you’ve accomplished step one in your local search marketing, how do you take step two?

You already know that any local business you market has to have the table stakes of accurate structured citations on major platforms like Facebook, Yelp, Infogroup, Acxiom, and YP.

But what can local SEO practitioners do once they’ve got these formal listings created and a system in place for managing them? Our customers often come to us once they’ve gotten well underway with Moz Local and ask, “What’s next? What can I do to move the needle?” This blog post will give you the actionable strategy and a complete step-by-step tutorial to answer this important question.

A quick refresher on citations

Listings on formal directories are called “structured citations.” When other types of platforms (like online news, blogs, best-of lists, etc.) reference a local business’ complete or partial contact information, that’s called an “unstructured citation.” And the best unstructured citations of all include links, of course!

For example, the San Francisco branch of a natural foods grocery store gets a linked unstructured citation from a major medical center in their city via a blog post about stocking a pantry with the right ingredients for healthier eating. Google and consumers encounter this reference and understand that trust and authority are being conveyed and earned.

The more often websites that are relevant to your location or industry link to you within their own content, the better your chances of ranking well in Google’s organic and local search engine results.

Why linked unstructured citations are growing in importance right now

Link building is as old as organic SEO. Structured citation building is as old as local SEO. Both practices have long sought to influence Google rankings. But a close read of the local search marketing community these days points up an increasing emphasis on the value of unstructured citations. In fact, local links were one of the top three takeaways from the 2018 Local Search Ranking Factors survey. Why is this?

  1. Google has become the dominant force in local consumer experiences, keeping as many actions as possible within their own interface instead of sending searchers to company websites. Because links influence rank within that interface, most local businesses enterprises will need to move beyond traditional structured citations to impress Google with mentions on a diverse variety of relevant websites. While structured citations are rightly referred to as “table stakes” for all local businesses, it’s the unstructured ones that can be competitive difference-makers in tough markets.
  2. Meanwhile, Google is increasingly monetizing local search results. A prime example of this is their Local Service Ads (LSA) program which acts as lead gen between Google and service area businesses like plumbing and housekeeping companies. Savvy local brands (including brick-and-mortar models) will see the way the wind is blowing with this and work to form non-Google-dependent sources of traffic and lead generation. A good linked unstructured citation on a highly relevant publication can drive business without having to pay Google a dime.

Your goal with linked unstructured citations is to build your community footprint and your authority simultaneously. All you need is the right tools for the research phase!

Fishing for opportunities with Link Intersect

For the sake of this tutorial, let’s choose at random a small B&B in Albuquerque — Bottger.com — as our hypothetical client. Let’s say that the innkeeper wants to know how the big Tribal resort casinos are earning publicity and links, in the hopes of finding opportunities for a smaller hospitality business, too. *Note that these aren’t absolutely direct competitors, but they share a city and an overall industry.

We’re going to use Moz’s Link Intersect tool to do this research for Bottger Mansion. This tool could help Bottger uncover all kinds of links and unstructured linked citation opportunities, depending on how it’s used. For example, the tool could surface:

  • Links that direct or near-direct competitors have, but that Bottger doesn’t
  • Locally relevant links from domains/pages about Bottger’s locale
  • Industry-relevant links from domains/pages about the hospitality industry

Step 1: Find the “big fish”

A client may already know who the “big fish” in their community are, or you can cast a net by identifying popular local events and seeing which businesses sponsor them. Sponsorships can be pricey, depending on the event, so if a local company sponsors a big event, it’s an indication that they’re a larger enterprise with the budget to pursue a wide array of creative PR ideas. Larger enterprises can serve as models for small business emulation, at scale.

In our case study, we know that Bottger is located in Albuquerque, so we decided to locate sponsors of the famous Albuquerque International Balloon Fiesta. Right away, we spotted two lavish Albuquerque resort-casinos — Isleta and Sandia. These are the “big fish” we want our smaller client to look to for inspiration.

Step 2: Input domains in Link Intersect

We’re going to compare Bottger’s domain to Isleta and Sandia’s domains. In Moz Pro, navigate to “Link Explorer” and then select “Link Intersect” from the left navigation. Input your domain in the top and the domains you want to mine link ideas from in the fields beneath, as depicted below.

Open Link Explorer in a new tab

Next to Bottger’s domain, we’ve selected “root domain” as that will show us all competitor links who haven’t linked to us at all. We’re also going to select “root domain” on the resort domains, so we can see all of their backlinks, rather than just links to particular pages on their sites.

Moz’s Link Intersect tool will let you compare your site with up to 5 competitors. It’s totally up to you how many sites you want to evaluate at once. If you’re just getting started with link building, you may want to start with just one domain, as this should yield plenty of link opportunities to start with. If you’ve already been doing some link building, you have more time to dedicate to link building, or you’d just generally rather have more options to work with, go ahead and put in multiple domains to compare.

Step 3: Find link opportunities

Once you’ve input your domain and your competitor(s) domains, click “Find Opportunities.” That will yield a list of sites that link to your competitors, but do not link to you.

In this example, we’re comparing our client’s domain against two other domains: A (Isleta) and B (Sandia). In the “Sites that intersect” column, you will see whether Site A has the link, Site B has it, or if they both have it.

Step 4: The link selection process

Now that we have a list of link ideas from Isleta and Sandia’s backlink profiles, it’s time to decide which ones might yield good opportunities for our B&B. That’s right — just because something is in a competitor’s link profile doesn’t necessarily mean you want it!

View the referring pages

The first step is to drill down and get more detail about links the big resorts have. Select the arrow to expand this section and view the exact page the link is coming from.

In this example, both Sandia and Isleta have links from the root domain marriott.com. By using the “expand” feature, we can see the exact pages those links are located on.

Identify follow or no-follow

You can use the MozBar Chrome plugin to view whether your competitor’s link is no-followed or followed. Since only followed links pass authority, you may want to prioritize those, but no-followed links can also have value in the form of generating traffic to your site and could get picked up by others who do eventually link to your site with a follow link.

Select the MozBar icon from your browser and click the pencil icon. If you want to see Followed links, select “Followed” and the MozBar will highlight these links on the page in green. To find No-Followed links, click “No-Followed” and MozBar will highlight these links on the page in pink.

Common types of links you’ll see in the profiles of local business websites

If this is your first foray into link building for local businesses, you may be unfamiliar with the types of sites you’ll see in Link Intersect. While no two link profiles are exactly the same, many local businesses use similar methods for building links, so there are some common categories to be aware of. Knowing these will help you decipher the results Link Intersect will show you.

Types of links and what you can do with them:

Press releases

Press release sites like PRweb.com and PRnewsire.com are fairly common among local businesses that want to spread the word about their initiatives. Whether someone at the business won an award or they started a new community outreach program, local businesses often pay companies like PRweb.com to distribute this news on their platform and to their partners. These are no-followed links (don’t pass link authority aka “SEO value”) but they can offer valuable traffic and could even get picked up by sites that do link with a follow link.

If your competitor is utilizing press releases, you may want to consider distributing your newsworthy information this way!

Structured citations / directories

One of the primary types of domains you’ll see in a local business’ backlink profile is directories — structured citation websites like yellowpages.com that list a business’ name, address, and phone number (NAP) with a link back to the business’ website. Because they’re self-created and not editorially given, like Press Releases, they are often no-followed. However, having consistent and accurate citations across major directory websites is a key foundational step in local search performance.

If you see these types of sites in Link Intersect, it may indicate your need for a listings management solution like Moz Local that can ensure your NAP is accurate and available across major directories. Typically, you’ll want to have these table stakes before focusing on unstructured linked citations.

News coverage

Another favorite among local businesses is local media coverage (or just media coverage in general — it’s not always local). HARO (Help a Reporter Out) is a popular service for connecting journalists to subject matter experts who may be valuable sources for their articles. The journalists will typically link your quote back to your website. Aside from services like HARO, local businesses would do well to make media contacts, such as forming relationships with local news correspondents. As news surfaces, they’ll start reaching out to you for comment!

If you see news coverage in your competitor’s backlink profile, you can get ideas of what types of publications want content and information that you can provide.

Local / industry coverage

Blogs, hobby sites, DIY sites, and other platforms can feature content that depicts city life or interest in a topic. For example, a chef might author a popular blog covering their dining experiences in San Francisco. For a local restaurant, being cited by this publication could be valuable.

If you see popular local or industry sites in your competitor’s backlink profile, it’s a good signal of opportunity for your business to build a relationship with the authors in hopes of gaining links.

Trade organizations

Most local businesses are affiliated with some type of governing/regulating body, trade organization, award organization, etc. Many of these organizations have websites themselves, and they often list the businesses they’re affiliated with.

If your competitor is involved with an organization, that means your business is likely suited to be involved as well! Use these links to get ideas of which organizations to join.

Community organizations

Community organizations are a great local validator for search engines, and many local businesses have taken notice. You’ll likely find these types of organizations’ websites in your competitor’s backlink profile, such as Chamber of Commerce websites or the local YMCA.

As a local business, your competitors are in the same locale as you, so take note of these community organizations and consider joining them. You’ll not only get the benefit of better community involvement, but you can get a link out of it too!

Sponsorships / event participation

Local businesses can sponsor, donate to, host or participate in community events, teams, and other cherished local resources, which can lead to both online and offline publicity.

Local businesses can earn great links from online press surrounding these groups and happening. If an event/team page highlights you, but doesn’t actually link to benefactors/participants, don’t be shy about politely requesting a link.

Scholarships / .edu sites

A popular strategy used by many local businesses and non-local businesses alike is scholarship link building. Businesses figured out that if they offered a scholarship, they could get a link back to their site on education websites, such as .edu domains. Everyone seemed to catch on — so much so that many schools stopped featuring these scholarships on their site. It’s also important to note that .edu domains don’t inherently have more value than domains on any other TLD.

If your business wants to offer a scholarship, that is a great thing! We encourage you to pursue this for the benefit it could offer students, rather than primarily for the purpose of gaining links. Scholarship link building has become very saturated, and could be a strategy with diminishing returns, so don’t put all your eggs in this basket, and do it first and foremost for students instead of links.

Other businesses

Businesses may sometimes partner with each other for mutually beneficial link opportunities. Co-marketing opportunities that are a byproduct of genuine relationships can present valuable link opportunities, but link exchanges are against Google’s quality guidelines.

Stay away from “you link to me, I’ll link to you” opportunities as Google can see it as an attempt to manipulate your site’s ranking in search, but don’t be afraid to pursue genuine connections with other businesses that can turn into linking opportunities.

Spam

Just because your competitor has that link doesn’t mean you want it too! In Link Intersect, pay attention to the domain’s Spam Score and DA. A high spam score and/or low DA can indicate that the link wouldn’t be valuable for your site, and may even harm it.

Also watch out for links generated from comments. If your competitor has links in their backlink profile coming from comments, you can safely ignore these as they do not present real opportunities for earning links that will move the needle in the right direction.

Now that you’re familiar with popular types of local backlinks and what you can do with them, let’s actually dig into Isleta and Sandia’s backlinks to see which might be good prospects for us.

Step 5: Imitation is the sincerest form of flattery

Both the Albuquerque Marriott and Hilton Garden Inn link to Isleta and Sandia on their “Local Things to Do” pages. This could be a great prospect for Bottger! In many cases, “things to do” pages will include lists of local restaurants, historic sites, attractions, shops, and more. Note how their addresses are included on the following pages, making them powerful linked unstructured citations. Bottger hosts fancy tea parties in a lovely setting, which could be a fun thing for tourists to do.

Isleta and Sandia also have links from a wedding website. If Bottger uses their property as a wedding venue, offers special wedding or engagement packages, or something similar, this could be a great prospect as well.

Link Intersect also yielded links to various travel guide websites. There are plenty of links on websites like these to local attractions. In the following example, you can see an Albuquerque travel guide that’s broken up by category, “hotels” being one of them:

Isleta and Sandia also have been featured in the Albuquerque Journal. In this example, a local reporter covered news that Isleta was opening expanded bingo and poker rooms. This seems to be a journalist who covers local businesses, so she could be a great connection to make!

Many other links in Isleta and Sandia’s backlink profiles came from sources like events websites, since these resorts are large enough to serve as the venue for major events like concerts and MMA matches. Although Bottger isn’t large enough to host an event of that magnitude, it could spark good ideas for link building opportunities in the future. Maybe Bottger could host a small community tea tasting event featuring locally sourced herbal teas and get in touch with a local reporter to promote it. Even competitor links that you can’t directly pursue can spark your creativity for related link building opportunities.

And let’s not forget how we found out about Isleta and Sandia in the first place: the Albuquerque International Balloon Fiesta! Event sponsors are featured on an “official sponsors” page with links to their websites. This is a classic, locally relevant opportunity for any Albuquerque business.

Step 6: Compile your link prospects in Link Tracking Lists

If you’re thinking, “This sounds great, but it also sounds like a lot of work. How am I ever going to keep track of all this?” — we’ve got you covered!

Moz Pro’s “Link Tracking Lists” was built for just this purpose.

In Link Intersect, you’ll see little check boxes next to all your competitors’ links. When you find one you want to target, check the box. When you’re done going through all the links and have checked the boxes next to the domains you want to pursue, click “Add to Link Tracking List” at the top right.

Since we’ve never done link building for Bottger before, we’re going to select “Create New List” from the dropdown, and label it something descriptive.

Make sure to put your client’s domain in the “target URL” field. For Step 3, since we’ve just selected the links we want to track from Link Intersect, those will already be populated in this field, so no further action is needed other than to click “Save.”

We’ll come back to Link Tracking Lists when we talk about outreach, but for now, all you need to know is that you can add the desirable competitor links (in our case, links from Isleta and Sandia) to Link Tracking lists straight from Link Intersect, making it easy to manage your data.

Step 7: Find out how to connect with your link prospects

Now it’s time to connect the dots: how do you go from knowing about your competitor’s links to getting those types of links for yourself?

There are three main ways you can get unstructured linked citations to your local business’ website, and those categories are what’s going to dictate the strategy you need to take to secure that opportunity for yourself.

  1. Self-created: Self-created links are like voting for yourself, so sites that accept these types of submissions, like Yelp.com, will NoFollow the link to your business’ website. Visitors are still referred to your website through that link, but the link doesn’t pass authority from Yelp.com to your domain. You should only get authority from a website if they link to you on their own (what Google calls “editorially placed” links). Neither NoFollow nor Follow links are inherently good or bad on their own. They are just intended for different purposes, and it’s the misuse of followed links that can get you in trouble with Google. We’ll talk more about that in a later section titled “Avoiding the bad fish: Risks of ignoring Google’s link scheme guidelines”
  2. Prompted by outreach: In many cases, people won’t know about your content until you tell them. These links are editorially placed by the site owner (not self-created), but the site owner was only made aware of your content because you reached out to them.
  3. Organically earned: Sometimes, you get links even without asking for them. If you have a popular piece of content on your site that receives lots of traffic, for example, people may link to that on their own because they find it valuable.

Since this tutorial is about proactively pursuing link opportunities, we’re going to focus on unstructured linked citations types one and two.

Articles

If your competitor has been featured in an article from say a local journalist or blogger, then your outreach will be focused on making a connection with that writer or publication for future link opportunities, rather than getting the exact link your competitor has. That’s because the article has already been written, so it’s unlikely that the writer will go back and edit their story just to add your link.

The one exception to this rule would be if the article links to your competitor, but your competitor’s link is now broken. In this scenario, you could reach out to the writer and say something like, “Hey! I notice in your article [article title] you link to [competitor’s link], but that link doesn’t seem to be working. I have similar content on my website [your URL]. If you find it valuable, please feel free to use it as a replacement for that broken link!”

Sometimes the contact information of the writer will be right next to the article, itself. For example:

If there’s no email address or contact form in the writer’s bio, you can usually find a link to one of their social media accounts, like Twitter, and you can connect with them there via a public or direct message. If you live in a small, tight-knit community, you may even be able to meet with the author in person.

Press releases

If you notice your competitors are issuing a lot of press releases and you want to try that out for yourself, you’ll likely need to sign up for an account, as these are a primarily self-serve platform. Most quality press release sites charge per release, and the price can differ depending on length.

Citations / directories

You’ll either want to sign up for a citation service like Moz Local that distributes your data to these types of listings programmatically, or if you do it manually, you’ll want to find the link to create your listings. Please note that your business may already be on the directory even if you haven’t set up a profile. Before creating a new listing, search for your business name and its variants, your phone number, and current and former addresses to see if there are existing listings you can claim and update.

Business websites

Most businesses will make it easy to contact them. If you’re trying to contact another business for the purpose of proposing teaming up for a co-marketing opportunity, look in their footer (the very bottom of the website). If there’s no contact information there, search for a “Contact Us” or “About” page. You may not find an email address, but you may be able to find a contact form or phone number. Below is an example from Albuquerque Little Theater, where they have contact information on the right and advertising information in the top navigation for businesses that are interested in taking out ads in their printed show programs. Not an unstructured linked citation, but a great way to get your business known to the community!

Organizations

Most organizations will make it easy for those who want to join, unless they are more exclusive or invitation-only. In the event that you do wish to get involved in an invitation-only organization that has no public-facing contact information, try viewing a member list and seeing if there’s anyone you know. Or maybe you know someone who can introduce you to one of the members. Genuine connections are key for this type of organization.

Step 8: Writing a good outreach email (for unstructured linked citations requiring outreach)

Outreach emails are necessary when the link opportunity you’re pursuing isn’t a link you could create yourself, or if the link source is one where you can’t make face-to-face contact with decision-makers. One of the most important questions you should be asking yourself for these opportunities is, “Why would this website link to me?”

Here’s how Bottger might go about sending an outreach email:

Greeting that matches the nature of the outreach target

“Hey Jill!” might be fine when outreaching to the author of a blog, while “Hello Ms. Smith” might be better for more professional outreach.

Introduction

Give a brief summary of who you are, what you do, and your interest in contacting them. For example: “I work with Bottger Mansion, a historic Bed & Breakfast in Old Town Albuquerque. I found your page about Albuquerque activities — you’ve really captured a lot of what Albuquerque has to offer!”

The ask, and the value add

This is where you’ll actually ask for the link. It’s a good idea here to add value. Don’t just ask for something; offer to give something back!

To continue the same example: “As long-time residents of Old Town, we’d love to provide you with a comprehensive list of activities in the city’s historic district! We feel an Old Town Activities list would be a great addition to your page. Bottger Mansion regularly hosts high tea, for example, which we’d love to let more people know about with a spot on your list!”

Close

Wish them well, thank them for their time, and sign off. Make sure that it’s easy for them to find information about you by including your full name, title, organization, and website/social links in your email signature.

Don’t be afraid to get on the phone, either! Hearing your voice can add a human element to the outreach attempt and offer a better conversion rate than a more impersonal email (we all get so many of those a day that ones from people we don’t know are easy to ignore).

And remember that local businesses have a particular advantage in accruing unstructured linked citations. Lively participation in the life of your community can continuously introduce you to decision-makers at popular local publications, paving the way towards neighborly outreach on your part. Learn to see the opportunities and think of ways your business can add value to the content that is being written about your town or city.

Step 9: Tracking your wins

Next-to-last, we’re going to jump back to Link Tracking Lists for a second, because that’s going to come in extremely handy here. Remember when we created the list with Sandia and Isleta’s links that we were interested in pursuing? Those will now show up when we go to Moz Pro > Link Explorer > Link Tracking Lists.

Every time Bottger successfully secures a link that they’ve added to their Link Tracking List, the red X in “Links to target URL?” column will turn blue, indicating that the site links to Bottger’s root domain. If we were pursuing links to individual pages, and a link prospect linked to our target page, the red X would turn green.

Another handy feature is the “Notes” dropdown. This allows you to keep track of your outreach attempts, which can be one of the trickiest parts about link building!

Avoiding the bad fish: Some words of caution before you get started

Before starting this process for yourself, familiarize yourself with these four risks so that your fishing trip doesn’t result in a basket of bad catches that could waste your resources or get your website penalized.

1. Risks of a “copy only” strategy

Link Intersect can be amazingly helpful for discovering new, relevant link opportunities for your local business, but link builders beware. If all you ever do is copy your competitors, the most you’ll ever achieve is becoming the second-best version of them. Use this method to keep tabs on strategies your competition is using, and even use it to spark your own creativity, but avoid copying everything your competitors do, and nothing else. Why be the second-best version of your competition when you can be the best version of yourself?

2. Risks of a “blindly follow” strategy

Comparing your site’s backlink profile with your direct competitors’ backlink profiles will return a list of links that they have and you don’t, but don’t use Link Intersect results as an exact checklist of links to pursue. Your competitors might have bad backlinks in their profile. For example, avoid pursuing opportunities from domains with a high Spam Score or low Domain or Page Authority (DA/PA). Learn more about how to evaluate sites by their Spam Score or DA/PA.

They might also have great backlinks that aren’t the right opportunity for your business, and those should be avoided too! Do you remember Isleta and Sandia’s links for events like MMA matches? If Bottger were to blindly take those resorts’ link profiles as directives, they might think they have to host a fight at their B&B, too!

Take what you find with a grain of salt. Evaluate every link opportunity on its own merit, rather than deeming it a good opportunity simply because your competitor has it.

3. Risks of an “apples to oranges” strategy

Choose the domains and pages you want to compare yourself against wisely. As a small local B&B, Bottger wouldn’t want to compare their backlink profile to that of Wikipedia or The New York Times, for example. Those sites are popular, but not relevant in any way to the types of unstructured linked citations Bottger would want to pursue, such as links that are locally relevant or industry-relevant.

In other words, just because a site is popular doesn’t mean it will yield relevant unstructured linked citation opportunities for you. Here in this tutorial, we’ve outlined one potential use-case for Link Intersect: finding unstructured linked citations your local business competitors have. However, this is not the only use for Link Intersect. Instead of comparing your site against competitors or near-competitors, you could compare it against:

If you know what types of links you’re trying to find, choosing sites to evaluate against your own should be a lot easier, and yield more relevant opportunities.

4. Risks of ignoring Google’s “link schemes” guidelines

If you’ve never embarked on link building before, we encourage you to read through Google’s quality guidelines for webmasters, specifically its section on “Link schemes.” If you were to distill those link guidelines down into a single principle, it would be: don’t create links for the purpose of manipulating your site’s ranking in Google search. That’s right. Google doesn’t want anyone embarking on any marketing initiatives solely for the purpose of improving their ranking. Google wants links to be the natural byproduct of the quality work you’re doing for your audience. Google can penalize sites that participate in activities such as:

  • Buying links that pass PageRank (“followed” links)
  • Excessive “you link to me and I’ll link to you” exchanges
  • Self-created followed links that weren’t editorially placed by the site owner

This underscores that the activities that are just good business, like being involved in the local community, are also the ones that can produce the links that Google likes. Sites owners might need a little nudge, which is why we’ve included a section on outreach, but that doesn’t mean the links are unnatural. Unstructured linked citations should be a byproduct of the good work local businesses are doing in their communities.

In conclusion

At Moz, we’re strong believers in authenticity, and there is no better pond for building meaningful marketing relationships than the local one. Focusing on unstructured linked citations can be viewed as a prompt to grow your community relationships — with journalists, bloggers, event hosts, business associations, and customers. It’s a chance for a real-world fishing trip that can reel in a basket of publicity for your local brand beyond what money can buy. Your genuine desire to serve and build community will stand you in good stead for the long haul.

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Moz Blog

Posted in IM NewsComments Off

SearchCap: Local SEO report, Google Maps spam report & following Googlebot

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Announcing the 2018 Local Search Ranking Factors Survey

Posted by Whitespark

It has been another year (and a half) since the last publication of the Local Search Ranking Factors, and local search continues to see significant growth and change. The biggest shift this year is happening in Google My Business signals, but we’re also seeing an increase in the importance of reviews and continued decreases in the importance of citations.

Check out the full survey!

Huge growth in Google My Business

Google has been adding features to GMB at an accelerated rate. They see the revenue potential in local, and now that they have properly divorced Google My Business from Google+, they have a clear runway to develop (and monetize) local. Here are just some of the major GMB features that have been released since the publication of the 2017 Local Search Ranking Factors:

  • Google Posts available to all GMB users
  • Google Q&A
  • Website builder
  • Services
  • Messaging
  • Videos
  • Videos in Google Posts

These features are creating shifts in the importance of factors that are driving local search today. This year has seen the most explosive growth in GMB specific factors in the history of the survey. GMB signals now make up 25% the local pack/finder pie chart.

GMB-specific features like Google Posts, Google Q&A, and image/video uploads are frequently mentioned as ranking drivers in the commentary. Many businesses are not yet investing in these aspects of local search, so these features are currently a competitive advantage. You should get on these before everyone is doing it.

Here’s your to do list:

  1. Start using Google posts NOW. At least once per week, but preferably a few times per week. Are you already pushing out posts to Facebook, Instagram, or Twitter? Just use the same, lightly edited, content on Google Posts. Also, use calls to action in your posts to drive direct conversions.
  2. Seed the Google Q&A with your own questions and answers. Feed that hyper-relevant, semantically rich content to Google. Relevance FTW.
  3. Regularly upload photos and videos. (Did you know that you can upload videos to GMB now?)
  4. Make sure your profile is 100% complete. If there is an empty field in GMB, fill it. If you haven’t logged into your GMB account in a while, you might be surprised to see all the new data points you can add to your listing.

Why spend your time on these activities? Besides the potential relevance boost you’ll get from the additional content, you’re also sending valuable engagement signals. Regularly logging into your listing and providing content shows Google that you’re an active and engaged business owner that cares about your listing, and the local search experts are speculating that this is also providing ranking benefits. There’s another engagement angle here too: user engagement. Provide more content for users to engage with and they’ll spend more time on your listing clicking around and sending those helpful behavioral signals to Google.

Reviews on the rise

Review signals have also seen continued growth in importance over last year.

Review signals were 10.8% in 2015, so over the past 3 years, we’ve seen a 43% increase in the importance of review signals:

Many practitioners talked about the benefits they’re seeing from investing in reviews. I found David Mihm’s comments on reviews particularly noteworthy. When asked “What are some strategies/tactics that are working particularly well for you at the moment?”, he responded with:

“In the search results I look at regularly, I continue to see reviews playing a larger and larger role. Much as citations became table stakes over the last couple of years, reviews now appear to be on their way to becoming table stakes as well. In mid-to-large metro areas, even industries where ranking in the 3-pack used to be possible with a handful of reviews or no reviews, now feature businesses with dozens of reviews at a minimum — and many within the last few months, which speaks to the importance of a steady stream of feedback.

Whether the increased ranking is due to review volume, keywords in review content, or the increased clickthrough rate those gold stars yield, I doubt we’ll ever know for sure. I just know that for most businesses, it’s the area of local SEO I’d invest the most time and effort into getting right — and done well, should also have a much more important flywheel effect of helping you build a better business, as the guys at GatherUp have been talking about for years.”

Getting keywords in your reviews is a factor that has also risen. In the 2017 survey, this factor ranked #26 in the local pack/finder factors. It is now coming in at #14.

I know this is the Local Search Ranking Factors, and we’re talking about what drives rankings, but you know what’s better than rankings? Conversions. Yes, reviews will boost your rankings, but reviews are so much more valuable than that because a ton of positive reviews will get people to pick up the phone and call your business, and really, that’s the goal. So, if you’re not making the most of reviews yet, get on it!

A quick to do list for reviews would be:

  1. Work on getting more Google reviews (obviously). Ask every customer.
  2. Encourage keywords in the reviews by asking customers to mention the specific service or product in their review.
  3. Respond to every review. (Did you know that Google now notifies the reviewer when the owner responds?)
  4. Don’t only focus on reviews. Actively solicit direct customer feedback as well so you can mark it up in schema/JSON and get stars in the search results.
  5. Once you’re killing it on Google, diversify and get reviews on the other important review sites for your industry (but also continue to send customers to Google).

For a more in-depth discussion of review strategy, please see the blog post version of my 2018 MozCon presentation, “How to Convert Local Searchers Into Customers with Reviews.”

Meh, links

To quote Gyi Tsakalakis: “Meh, links.” All other things being equal, links continue to be a key differentiator in local search. It makes sense. Once you have a complete and active GMB listing, your citations squared away, a steady stream of reviews coming in, and solid content on your website, the next step is links. The trouble is, links are hard, but that’s also what makes them such a valuable competitive differentiator. They ARE hard, so when you get quality links they can really help to move the needle.

When asked, “What are some strategies/tactics that are working particularly well for you at the moment?” Gyi responded with:

“Meh, links. In other words, topically and locally relevant links continue to work particularly well. Not only do these links tend to improve visibility in both local packs and traditional results, they’re also particularly effective for improving targeted traffic, leads, and customers. Find ways to earn links on the sites your local audience uses. These typically include local news, community, and blog sites.”

Citations?

Let’s make something clear: citations are still very valuable and very important.

Ok, with that out of the way, let’s look at what’s been happening with citations over the past few surveys:

I think this decline is related to two things:

  1. As local search gets more complex, additional signals are being factored into the algorithm and this dilutes the value that citations used to provide. There are just more things to optimize for in local search these days.
  2. As local search gains more widespread adoption, more businesses are getting their citations consistent and built out, and so citations become less of a competitive difference maker than they were in the past.

Yes, we are seeing citations dropping in significance year after year, but that doesn’t mean you don’t need them. Quite the opposite, really. If you don’t get them, you’re going to have a bad time. Google looks to your citations to help understand how prominent your business is. A well established and popular business should be present on the most important business directories in their industry, and if it’s not, that can be a signal of lower prominence to Google.

The good news is that citations are one of the easiest items to check off your local search to do list. There are dozens of services and tools out there to help you get your business listed and accurate for only a few hundred dollars. Here’s what I recommend:

  1. Ensure your business is listed, accurate, complete, and duplicate-free on the top 10-15 most important sites in your industry (including the primary data aggregators and industry/city-specific sites).
  2. Build citations (but don’t worry about duplicates and inconsistencies) on the next top 30 to 50 sites.

Google has gotten much smarter about citation consistency than they were in the past. People worry about it much more than they need to. An incorrect or duplicate listing on an insignificant business listing site is not going to negatively impact your ability to rank.

You could keep building more citations beyond the top 50, and it won’t hurt, but the law of diminishing returns applies here. As you get deeper into the available pool of citation sites, the quality of these sites decreases, and the impact they have on your local search decreases with it. That said, I have heard from dozens of agencies that swear that “maxing out” all available citation opportunities seems to have a positive impact on their local search, so your mileage may vary. ¯\_(ツ)_/¯

The future of local search

One of my favorite questions in the commentary section is “Comments about where you see Google is headed in the future?” The answers here, from some of the best minds in local search, are illuminating. The three common themes I pulled from the responses are:

  1. Google will continue providing features and content so that they can provide the answers to most queries right in the search results and send less clicks to websites. Expect to see your traffic from local results to your website decline, but don’t fret. You want those calls, messages, and driving directions more than you want website traffic anyway.
  2. Google will increase their focus on behavioral signals for rankings. What better way is there to assess the real-world popularity of a business than by using signals sent by people in the real world. We can speculate that Google is using some of the following signals right now, and will continue to emphasize and evolve behavioral ranking methods:
    1. Searches for your brand name.
    2. Clicks to call your business.
    3. Requests for driving directions.
    4. Engagement with your listing.
    5. Engagement with your website.
    6. Credit card transactions.
    7. Actual human foot traffic in brick-and-mortar businesses.
  3. Google will continue monetizing local in new ways. Local Services Ads are rolling out to more and more industries and cities, ads are appearing right in local panels, and you can book appointments right from local packs. Google isn’t investing so many resources into local out of the goodness of their hearts. They want to build the ultimate resource for instant information on local services and products, and they want to use their dominant market position to take a cut of the sales.

And that does it for my summary of the survey results. A huge thank you to each of the brilliant contributors for giving their time and sharing their knowledge. Our understanding of local search is what it is because of your excellent work and contributions to our industry.

There is much more to read and learn in the actual resource itself, especially in all the comments from the contributors, so go dig into it:

Click here for the full results!

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SearchCap: Google seller ratings, complex SEO & local reviews

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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What the Local Customer Service Ecosystem Looks Like in 2019

Posted by MiriamEllis

Everything your brand does in the new year should support just one goal: better local customer service.

Does this sound too simple? Doesn’t marketing brim with a thousand different tasks? Of course — but if the goal of each initiative isn’t to serve the customer better, it’s time for a change of business heart. By putting customers, and their problems, at the absolute center of your brand’s strategy, your enterprise will continuously return to this heart of the matter, this heart of commerce.

What is local customer service in 2019?

It’s so much more than the face-to-face interactions of one staffer with one shopper. Rather, it’s a commitment to becoming an always-on resource that is accessible to people whenever, wherever and however they need it. A Google rep was recently quoted as saying that 46% of searches have a local intent. Mobile search, combined with desktop and various forms of ambient search, have established the local web as man’s other best friend, the constant companion that’s ever ready to serve.

Let’s position your brand to become that faithful helper by establishing the local customer service ecosystem:

Your Key to the Local Customer Service Ecosystem

At the heart sits the local customer, who wants to know:

  • Who can help them, who likes or dislikes a business, who’s behind a brand, who’s the best, cheapest, fastest, closest, etc.
  • What the answer is to their question, what product/service solves their problems, what businesses are nearby, what it’s like there, what policies protect them, what’s the phone number, the website URL, the email address, etc.
  • Where a business is located, where to find parking, where something is manufactured or grown, etc.
  • When a business is open, when sales or events are, when busiest times are, when to purchase specific products/services or book an appointment, etc.
  • Why a business is the best choice based on specific factors, why a business was founded, why people like/dislike a business, etc.
  • How to get to the business by car/bike/on foot, how to learn/do/buy something, how to contact the right person or department, how to make a complaint or leave feedback, how the business supports the community, etc.

Your always-on customer service solves all of these problems with a combination of all of the following:

In-store

Good customer service looks like:

  • A publicly accessible brand policy that protects the rights and defends the dignity of both employees and consumers.
  • Well-trained phone staff with good language skills, equipped to answer FAQs and escalate problems they can’t solve. Sufficient staff to minimize hold-times.
  • Well-trained consumer-facing staff, well-versed in policy, products and services. Sufficient staff to be easily-accessible by customers.
  • In-store signage (including after-hours messaging) that guides consumers towards voicing complaints in person, reducing negative reviews.
  • In-store signage/messaging that promotes aspects of the business that are most beneficial to the community. (philanthropy, environmental stewardship, etc.) to promote loyalty and word-of-mouth.
  • Cleanliness, orderliness and fast resolution of broken fixtures and related issues.
  • Equal access to all facilities with an emphasis on maximum consumer comfort and convenience.
  • Support of payment forms most popular with local customers (cash, check, digital, etc.), security of payment processes, and minimization of billing mistakes/hassles.
  • Correctly posted, consistent hours of operation, reducing inconvenience. Clear messaging regarding special hours/closures.
  • A brand culture that rewards employees who wisely use their own initiative to solve customers’ problems.

Website

Good customer service looks like:

  • Content that solves people’s problems as conveniently and thoroughly as possible in language that they speak. Everything you publish (home, about, contact, local landing pages, etc.) should pass the test of consumer usefulness.
  • Equal access to content, regardless of device.
  • Easily accessible contact information, including name, address, phone number, fax, email, text, driving directions, maps and hours of operation.
  • Signals of trustworthiness, such as reviews, licenses, accreditations, affiliations, and basic website security.
  • Signals of benefit, including community involvement, philanthropy, environmental protections, etc.
  • Click-to-call phone numbers.
  • Clear policies that outline the rights of the consumer and the brand.

Organic SERPs

Good customer service looks like:

  • Management of the first few pages of the organic SERPs to ensure that basic information on them is accurate. This includes structured citations on local business directories, unstructured citations on blog posts, news sites, top 10 lists, review sites, etc. It can also include featured snippets.
  • Management also includes monitoring of the SERPs for highly-ranked content that cites problems others are having with the brand. If these problems can be addressed and resolved, the next step is outreach to the publisher to demonstrate that the problem has been addressed.

Email

Good customer service looks like:

  • Accessible email addresses for customers seeking support and fast responses to queries.
  • Opt-in email marketing in the form of newsletters and special offers.

Reviews

Good customer service looks like:

  • Accuracy of basic business information on major review platforms.
  • Professional and fast responses to both positive and negative reviews, with the core goal of helping and retaining customers by acknowledging their voices and solving their problems.
  • Sentiment analysis of reviews by location to identify emerging problems at specific branches for troubleshooting and resolution.
  • Monitoring of reviews for spam and reporting it where possible.
  • Avoidance of any form of review spam on the part of the brand.
  • Where allowed, guiding valued customers to leave reviews to let the greater community know about the existence and quality of your brand.

Links

Good customer service looks like:

  • Linking out to third-party resources of genuine use to customers.
  • Pursuit of inbound links from relevant sites that expand customers’ picture of what’s available in the place they live, enriching their experience.

Tech

Good customer service looks like:

  • Website usability and accessibility for users of all abilities and on all browsers and devices (ADA compliance, mobile-friendliness, load speed, architecture, etc.)
  • Apps, tools and widgets that improve customers’ experience.
  • Brand accessibility on social platforms most favored by customers.
  • Analytics that provide insight without trespassing on customers’ comfort or right to privacy.

Social

Good customer service looks like:

  • Brand accessibility on social platforms most favored by customers.
  • Social monitoring of the brand name to identify and resolve complaints, as well as to acknowledge praise.
  • Participation for the sake of community involvement as opposed to exploitation. Sharing instead of selling.
  • Advocacy for social platforms to improve their standards of transparency and their commitment to protections for consumers and brands.

Google My Business

Good customer service looks like:

  • Embrace of all elements of Google’s local features (Google My Business listings, Knowledge Panels, Maps, etc.) that create convenience and accessibility for consumers.
  • Ongoing monitoring for accuracy of basic information.
  • Brand avoidance of spam, and also, reporting of spam to protect consumers.
  • Advocacy for Google to improve its standards as a source of community information, including accountability for misinformation on their platform, and basic protections for both brands and consumers.

Customers’ Problems are Yours to Solve

“$ 41 billion is lost each year by US companies following a bad customer experience.”
-
New Voice Media

When customers don’t know where something is, how something works, when they can do something, who or what can help them, or why they should choose one option over another, your brand can recognize that they are having a problem. It could be as small a problem as where to buy a gift or as large a problem as seeking legal assistance after their home has been damaged in a disaster.

With the Internet never farther away than fingertips or voices, people have become habituated to turning to it with most of their problems, hour by hour, year by year. Recognition of quests for help may have been simpler just a few decades ago when customers were limited to writing letters, picking up phones, or walking into stores to say, “I have a need.” Now, competitive local enterprises have to expand their view to include customer problems that play out all over the web with new expectations of immediacy.

Unfortunately, brands are struggling with this, and we can sum up common barriers to modern customer service in 3 ways:

1) Brand Self-Absorption

“I’ve gotta have my Pops,” frets a boy in an extreme (and, frankly, off-putting) example in which people behave as though addicted to products. TV ads are rife with the wishfulness of marketers pretending that consumers sing and dance at the mere idea of possessing cars, soda, and soap. Meanwhile, real people stand at a distance watching the song and dance, perhaps amused sometimes, but aware that what’s on-screen isn’t them.

“We’re awesome,” reads too much content on the web, with a brand-centric, self-congratulatory focus. At the other end of the spectrum, web pages sit stuffed with meaningless keywords or almost no text as all, as though there aren’t human beings trying to communicate on either side of the screen.

“Who cares?” is the message untrained employees, neglected shopping environments, and disregarded requests for assistance send when real-world locations open doors but appear to put customer experience as their lowest priority. I’ve catalogued some of my most disheartening customer service interludes and I know you’ve had them, too.

Sometimes, brands get so lost in boardrooms, it’s all they can think of to put in their million-dollar ad campaigns, forgetting that most of their customers don’t live in that world.

One of the first lightbulb moments in the history of online content marketing was the we-you shift. Instead of writing, “We’re here, isn’t that great?”, we began writing, “You’re here and your problem can be solved.” This is the simple but elegant evolution that brands, on the whole, need to experience.

2) Ethical Deficits

Sometimes, customers aren’t lost because a brand is too inwardly focused, but rather, because its executives lack the vision to sustain an ethical business model. Every brand is tasked with succeeding, but it takes civic-minded, customer-centric leadership to avoid the abuses we are seeing at the highest echelons of the business world right now. Google, Facebook, Amazon, Uber, and similar majors have repeatedly failed to put people over profits, resulting in:

  • Scandals
  • Lawsuits
  • Fines
  • Boycotts
  • Loss of consumer trust
  • Employee loss of pride in company culture

At a local business level, and in a grand understatement, it isn’t good customer service when a company deceives or harms the public. Brands, large and small, want to earn the right of integration into the lives of their customers as chosen resources. Large enterprises seeking local customers need leadership that can envision itself in the setting of a single small community, where dishonest practices impact real lives and could lead to permanent closure. Loss of trust should never be an acceptable part of economies of scale.

The internet has put customers, staffers, and media all on the same channels. Ethical leadership is the key ingredient to building a sustainable business model in which all stakeholders take pride.

3) Lack of Strategy

Happily, many brands genuinely do want to face outward and possess the ethics to treat people well. They may simply lack a complete strategy for covering all the bases that make up a satisfying experience. Small local businesses may find lack of time or resources a bar to the necessary education, and structure at enterprises may make it difficult to get buy-in for the fine details of customer service initiatives. Priorities and budgets may get skewed away from customers instead of toward them.

The TL;DR of this entire post is that modern customer service means solving customers’ problems by being wherever they are when they seek solutions. Beyond that, a combination of sufficient, well-trained staff (both online and off) and the type of automation provided by tools that manage local business listings, reviews and social listening are success factors most brands can implement.

Reach Out…

We’ve talked about some negative patterns that can either distance brands from customers, or cause customers to distance themselves due to loss of trust. What’s the good news?

Every single employee of every local brand in the US already knows what good customer service feels like, because all of us are customers.

There’s no mystery or magic here. Your CEO, your devs, sales team, and everyone else in your organization already know by experience what it feels like to be treated well or poorly.

And they already know what it’s like when they see themselves reflected in a store location or on a screen.

Earlier, I cited an old TV spot in which actors were paid to act out the fantasy of a brand. Let’s reach back in time again and watch a similar-era commercial in which actors are paid to role play genuine consumer problems – in this case, a family that wants to keep in touch with a member who is away from home:

The TV family may not look identical to yours, but their featured problem – wanting to keep close to a distant loved one – is one most people can relate to. This 5-year ad campaign won every award in sight, and the key to it is that consumers could recognize themselves on the screen and this act of recognition engaged their emotions.

Yes, a service is being sold (long distance calling), but the selling is being done by putting customers in the starring roles and solving their problems. That’s what good customer service does, and in 2019, if your brand can parlay this mindset into all of the mediums via which people now seek help, your own “reach out and touch someone” goals are well on their way to success.

Loyal Service Sparks Consumer Loyalty

“Acquiring a new customer is anywhere from five to twenty times more expensive than retaining an existing one.”
Harvard Business Review

“Loyal customers are worth up to ten times as much as their first purchase.”
White House Office of Consumer Affairs

I want to close here with a note on loyalty. With a single customer representing up to 10x the value of their first purchase, earning a devoted clientele is the very best inspiration for dedication to improving customer service.

Trader Joe’s is a large chain that earns consistent mentions for its high standards of customer service. Being a local SEO, I turned to its Google reviews, looking at 5 locations in Northern California. I counted 225 instances of people exuberantly praising staff at just these 5 locations, using words like “Awesome, incredible, helpful, friendly, and fun!”. Moreover, reviewers continuously mentioned the brand as the only place they want to shop for groceries because they love it so much. It’s as close as you can get to a “gotta have my Pops” scenario, but it’s real.

How does Trader Joe’s pull this off? A study conducted by Temkin Group found that, “A customer’s emotional experience is the most significant driver of loyalty, especially when it comes to consumers recommending firms to their friends.” The cited article lists emotional connection and content, motivated employees who are empowered to go the extra mile as keys to why this chain was ranked second-highest in emotion ratings (a concept similar to Net Promoter Score). In a word, the Trader Joe’s customer service experience creates the right feelings, as this quick sentiment cloud of Google review analysis illustrates:

This brand has absolutely perfected the thrilling and lucrative art of creating loyal customers, making their review corpus read like a volume of love letters. The next move for this company – and for the local brands you market – is to “spread the love” across all points where a customer might seek to connect, both online and off.

It’s a kind of love when you ensure a customer isn’t misdirected by a wrong address on a local business listing or when you answer a negative review with the will to make things right. It’s a kind of love when a company blog is so helpful that its comments say, “You must be psychic! This is the exact problem I was trying to solve.” It’s a kind of love when a staff member is empowered to create such a good experience that a customer tells their mother, their son, their best friend to trust you brand.

Love, emotions, feelings — are we still talking about business here? Yes, because when you subtract the medium, the device, the screen, it’s two very human people on either side of every transaction.

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Google local pack now showing book, schedule buttons for some businesses

Google is now pushing booking and scheduling services in the local results through Reserve with Google.



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How to Create a Local Marketing Results Dashboard in Google Data Studio – Whiteboard Friday

Posted by DiTomaso

Showing clients that you’re making them money is one of the most important things you can communicate to them, but it’s tough to know how to present your results in a way they can easily understand. That’s where Google Data Studio comes in. In this week’s edition of Whiteboard Friday, our friend Dana DiTomaso shares how to create a client-friendly local marketing results dashboard in Google Data Studio from start to finish.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hi, Moz fans. My name is Dana DiTomaso. I’m President and partner of Kick Point. We’re a digital marketing agency way up in the frozen north of Edmonton, Alberta. We work with a lot of local businesses, both in Edmonton and around the world, and small local businesses usually have the same questions when it comes to reporting.

Are we making money?

What I’m going to share with you today is our local marketing dashboard that we share with clients. We build this in Google Data Studio because we love Google Data Studio. If you haven’t watched my Whiteboard Friday yet on how to do formulas in Google Data Studio, I recommend you hit Pause right now, go back and watch that, and then come back to this because I am going to talk about what happened there a little bit in this video.

The Google Data Studio dashboard

This is a Google Data Studio dashboard which I’ve tried to represent in the medium of whiteboard as best as I could. Picture it being a little bit better design than my left-handedness can represent on a whiteboard, but you get the idea. Every local business wants to know, “Are we making money?” This is the big thing that people care about, and really every business cares about making money. Even charities, for example: money is important obviously because that’s what keeps the lights on, but there’s also perhaps a mission that they have.

But they still want to know: Are people filling out our donation form? Are people contacting us? These are important things for every business, organization, not-for-profit, whatever to understand and know. What we’ve tried to do in this dashboard is really boil it down to the absolute basics, one thing you can look at, see a couple of data points, know whether things are good or things are bad.

Are people contacting you?

Let’s start with this up here. The first thing is: Are people contacting you? Now you can break this out into separate columns. You can do phone calls and emails for example. Some of our clients prefer that. Some clients just want one mashed up number. So we’ll take the number of calls that people are getting.

If you’re using a call tracking tool, such as CallRail, you can import this in here. Emails, for example, or forms, just add it all together and then you have one single number of the number of times people contacted you. Usually this is a way bigger number than people think it is, which is also kind of cool.

Are people taking the action you want them to take?

The next thing is: Are people doing the thing that you want them to do? This is really going to decide on what’s meaningful to the client.

For example, if you have a client, again thinking about a charity, how many people filled out your donation form, your online donation form? For a psychologist client of ours, how many people booked an appointment? For a client of ours who offers property management, how many people booked a viewing of a property? What is the thing you want them to do? If they have online e-commerce, for example, then maybe this is how many sales did you have.

Maybe this will be two different things — people walking into the store versus sales. We’ve also represented in this field if a person has a people counter in their store, then we would pull that people counter data into here. Usually we can get the people counter data in a Google sheet and then we can pull it into Data Studio. It’s not the prettiest thing in the world, but it certainly represents all their data in one place, which is really the whole point of why we do these dashboards.

Where did visitors com from, and where are your customers coming from?

People contacting you, people doing the thing you want them to do, those are the two major metrics. Then we do have a little bit deeper further down. On this side here we start with: Where did visitors come from, and where are your customers coming from? Because they’re really two different things, right? Not every visitor to the website is going to become a customer. We all know that. No one has a 100% conversion rate, and if you do, you should just retire.

Filling out the dashboard

We really need to differentiate between the two. In this case we’re looking at channel, and there probably is a better word for channel. We’re always trying to think about, “What would clients call this?” But I feel like clients are kind of aware of the word “channel” and that’s how they’re getting there. But then the next column, by default this would be called users or sessions. Both of those are kind of cruddy. You can rename fields in Data Studio, and we can call this the number of people, for example, because that’s what it is.

Then you would use the users as the metric, and you would just call it number of people instead of users, because personally I hate the word “users.” It really boils down the humanity of a person to a user metric. Users are terrible. Call them people or visitors at least. Then unfortunately, in Data Studio, when you do a comparison field, you cannot rename and call it comparison. It does this nice percentage delta, which I hate.

It’s just like a programmer clearly came up with this. But for now, we have to deal with it. Although by the time this video comes out, maybe it will be something better, and then I can go back and correct myself in the comments. But for now it’s percentage delta. Then goal percentage and then again delta. They can sort by any of these columns in Data Studio, and it’s real live data.

Put a time period on this, and people can pick whatever time period they want and then they can look at this data as much as they want, which is delightful. If you’re not delivering great results, it may be a little terrifying for you, but really you shouldn’t be hiding that anyway, right? Like if things aren’t going well, be honest about it. That’s another talk for another time. But start with this kind of chart. Then on the other side, are you showing up on Google Maps?

We use the Supermetrics Google My Business plug-in to grab this kind of information. We hook it into the customer’s Google Maps account. Then we’re looking at branded searches and unbranded searches and how many times they came up in the map pack. Usually we’ll have a little explanation here. This is how many times you came up in the map pack and search results as well as Google Maps searches, because it’s all mashed in together.

Then what happens when they find you? So number of direction requests, number of website visits, number of phone calls. Now the tricky thing is phone calls here may be captured in phone calls here. You may not want to add these two pieces of data or just keep this off on its own separately, depending upon how your setup is. You could be using a tracking number, for example, in your Google My Business listing and that therefore would be captured up here.

Really just try to be honest about where that data comes from instead of double counting. You don’t want to have that happen. The last thing is if a client has messages set up, then you can pull that message information as well.

Tell your clients what to do

Then at the very bottom of the report we have a couple of columns, and usually this is a longer chart and this is shorter, so we have room down here to do this. Obviously, my drawing skills are not as good as as aligning things in Data Studio, so forgive me.

But we tell them what to do. Usually when we work with local clients, they can’t necessarily afford a monthly retainer to do stuff for clients forever. Instead, we tell them, “Here’s what you have to do this month.Here’s what you have to do next month. Hey, did you remember you’re supposed to be blogging?” That sort of thing. Just put it in here, because clients are looking at results, but they often forget the things that may get them those results. This is a really nice reminder of if you’re not happy with these numbers, maybe you should do these things.

Tell your clients how to use the report

Then the next thing is how to use. This is a good reference because if they only open it say once every couple months, they probably have forgotten how to do the stuff in this report or even things like up at the top make sure to set the time period for example. This is a good reminder of how to do that as well.

Because the report is totally editable by you at any time, you can always go in and change stuff later, and because the client can view the report at any time, they have a dashboard that is extremely useful to them and they don’t need to bug you every single time they want to see a report. It saves you time and money. It saves them time and money. Everybody is happy. Everybody is saving money. I really recommend setting up a really simple dashboard like this for your clients, and I bet you they’ll be impressed.

Thanks so much.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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Google Tests Minimalist Local Pack Again

We’ve seen it before, a more subtle and more minimalistic layout and design for the Google local pack in the mobile search results. Here is another screen shot of it, this time from Mike Blumenthal.


Search Engine Roundtable

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Follow the Local SEO Leaders: A Guide to Our Industry’s Best Publications

Posted by MiriamEllis

Change is the only constant in local SEO. As your local brand or local search marketing agency grows, you’ll be onboarding new hires. Whether they’re novices or adepts, they’ll need to keep up with continuous industry developments in order to make agile contributions to team strategy. Particularly if local SEO is new to someone, it saves training time if you can fast-track them on who to follow for the best news and analysis. This guide serves as a blueprint for that very purpose.

And even if you’re an old hand in the local SEM industry, you may find some sources here you’ve been overlooking that could add richness and depth to your ongoing education.

Two quick notes on what and how I’ve chosen:

  1. As the author of both of Moz’s newsletters (the Moz Top 10 and the Moz Local Top 7), I read an inordinate amount of SEO and local SEO content, but I could have missed your work. The list that follows represents my own, personal slate of the resources that have taught me the most. If you publish great local SEO information but you’re not on this list, my apologies, and if you write something truly awesome in future, you’re welcome to tweet at me. I’m always on the lookout for fresh and enlightening voices. My personal criteria for the publications I trust is that they are typically groundbreaking, thoughtful, investigative, and respectful of readers and subjects.
  2. Following the leaders is a useful practice, but not a stopping point. Even experts aren’t infallible. Rather than take industry advice at face value, do your own testing. Some of the most interesting local SEO discussions I’ve ever participated in have stemmed from people questioning standard best practices. So, while it’s smart to absorb the wisdom of experts, it’s even smarter to do your own experiments.

The best of local SEO news

Who reports fastest on Google updates, Knowledge Panel tweaks, and industry business?

Sterling Sky’s Timeline of Local SEO Changes is the industry’s premiere log of developments that impact local businesses and is continuously updated by Joy Hawkins + team.

Search Engine Roundtable has a proven track record of being among the first to report news that affects both local and digital businesses, thanks to the ongoing dedication of Barry Schwartz.

Street Fight is the best place on the web to read about mergers, acquisitions, the release of new technology, and other major happenings on the business side of local. I’m categorizing Street Fight under news, but they also offer good commentary, particularly the joint contributions of David Mihm and Mike Blumenthal.

LocalU’s Last Week in Local video and podcast series highlights Mike Blumenthal and Mary Bowling’s top picks of industry coverage most worthy of your attention. Comes with the bonus of expert commentary as they share their list.

TechCrunch also keeps a finger on the pulse of technology and business dealings that point to the future of local.

Search Engine Land’s local category is consistently swift in getting the word out about breaking industry news, with the help of multiple authors.

Adweek is a good source for reportage on retail and brand news, but there’s a limit to the number of articles you can read without a subscription. I often find them covering quirky stories that are absent from other publications I read.

The SEMPost’s local tab is another good place to check for local developments, chiefly covered by Jennifer Slegg.

Search Engine Journal’s local column also gets my vote for speedy delivery of breaking local stories.

Google’s main blog and the ThinkWithGoogle blog are musts to keep tabs on the search engine’s own developments, bearing in mind, of course, that these publications can be highly promotional of their products and worldview.

The best of local search marketing analysis

Who can you trust most to analyze the present and predict the future?

LocalU’s Deep Dive video series features what I consider to be the our industry’s most consistently insightful analysis of a variety of local marketing topics, discussed by learned faculty and guests.

The Moz Blog’s local category hosts a slate of gifted bloggers and professional editorial standards that result in truly in-depth treatment of local topics, presented with care and attention. As a veteran contributor to this publication, I can attest to how Moz inspires authors to aim high, and one of the nicest things that happened to our team in 2018 was being voted the #2 local SEO blog by BrightLocal’s survey respondents.

The Local Search Association’s Insider blog is one I turn to again and again, particularly for their excellent studies and quotable statistics.

Mike Blumenthal’s blog has earned a place of honor over many years as a key destination for breaking local developments and one-of-a-kind analysis. When Blumenthal talks, local people listen. One of the things I’ve prized for well over a decade in Mike’s writing is his ability to see things from a small business perspective, as opposed to simply standing in awe of big business and technology.

BrightLocal’s surveys and studies are some of the industry’s most cited and I look eagerly forward to their annual publication.

Whitespark’s blog doesn’t publish as frequently as I wish it did, but their posts by Darren Shaw and crew are always on extremely relevant topics and of high quality.

Sterling Sky’s blog is a relative newcomer, but the expertise Joy Hawkins and Colan Nielsen bring to their agency’s publication is making it a go-to resource for advice on some of the toughest aspects of local SEO.

Local Visibility System’s blog continues to please, with the thoughtful voice of Phil Rozek exploring themes you likely encounter in your day-to-day work as a local SEO.

The Local Search Forum is, hands down, the best free forum on the web to take your local mysteries and musings to. Founded by Linda Buquet, the ethos of the platform is approachable, friendly, and often fun, and high-level local SEOs frequently weigh in on hot topics.

Pro tip: In addition to the above tried-and-true resources, I frequently scan the online versions of city newspapers across the country for interesting local stories that add perspective to my vision of the challenges and successes of local businesses. Sometimes, too, publications like The Atlantic, Forbes, or Business Insider will publish pieces of a high journalistic quality with relevance to our industry. Check them out!

The best for specific local marketing disciplines

Here, I’ll break this down by subject or industry for easy scanning:

Reviews

  • GatherUp (formerly GetFiveStars) can’t be beat for insight into online reputation management, with Aaron Weiche and team delivering amazing case studies and memorable statistics. I literally have a document of quotes from their work that I refer to on a regular basis in my own writing.
  • Grade.us is my other ORM favorite for bright and lively coverage from authors like Garrett Sussman and Andrew McDermott.

Email marketing

  • Tidings’ vault contains a tiny but growing treasure trove of email marketing wisdom from David Mihm, whose former glory days spent in the trenches of local SEO make him especially attuned to our industry.

SABs

  • Tom Waddington’s blog is the must-read publication for service area businesses whose livelihoods are being impacted by Google’s Local Service Ads program in an increasing number of categories and cities.

Automotive marketing

  • DealerOn’s blog is the real deal when it comes to automotive local SEO, with Greg Gifford teaching memorable lessons in an enjoyable way.

Legal marketing

  • JurisDigital brings the the educated voices of Casey Meraz and team to the highly-specialized field of attorney marketing.

Hospitality marketing

Independent businesses

Link building

  • Nifty Marketing’s blog has earned my trust for its nifty local link building ideas and case studies.
  • ZipSprout belongs here, too, because of their focus on local sponsorships, which are a favorite local link building methodology. Check them out for blog posts and podcasts.

Schema + other markup

  • Touchpoint Digital Marketing doesn’t publish much on their own website, but look anywhere you can for David Deering’s writings on markup. LocalU and Moz are good places to search for his expertise.

Patents

  • SEO by the Sea has proffered years of matchless analysis of Google patents that frequently impact local businesses or point to future possible developments.

Best local search industry newsletters

Get the latest news and tips delivered right to your inbox by signing up for these fine free newsletters:

Follow the local SEO leaders on Twitter

What an easy way to track what industry adepts are thinking and sharing, up-to-the-minute! Following this list of professionals (alphabetized by first name) will fill up your social calendar with juicy local tidbits. Keep in mind that many of these folks either own or work for agencies or publishers you can follow, too.

Aaron Weiche
Adam Dorfman
Andrew Shotland
Ben Fisher
Bernadette Coleman
Bill Slawski
Brian Barwig
Carrie Hill
Casey Meraz
Cindy Krum
Colan Nielsen
DJ Baxter
Dan Leibson
Dana DiTomaso
Dani Owens
Darren Shaw
Dave DiGreggorio
David Mihm
Don Campbell
Garrett Sussman
Glenn Gabe
Greg Gifford
Greg Sterling
Jennifer Slegg
Joel Headley
Joy Hawkins
Mary Bowling
Mike Blumenthal
Mike Ramsey
Miriam Ellis
Phil Rozek
Sherry Bonelli
Thibault Adda
Tim Capper
Tom Waddington

Share what you learn

How about your voice? How do you get it heard in the local SEO industry? The answer is simple: share what you learn with others. Each of the people and publications on my list has earned a place there because, at one time or another, they have taught me something they learned from their own work. Some tips:

  • Our industry has become a sizeable niche, but there is always room for new, interesting voices
  • Experiment and publish — consistent publication of your findings is the best way I know of to become a trusted source of information
  • Don’t be afraid of making mistakes, so long as you are willing to own them
  • Socialize — attend events, amplify the work of colleagues you admire, reach out in real ways to others to share your common work interest while also respecting busy schedules

Local SEO is a little bit like jazz, in which we’re all riffing off the same chord progressions created by Google, Facebook, Yelp, other major platforms, and the needs of clients. Mike Blumenthal plays a note about a jeweler whose WOMM is driving the majority of her customers. You take that note and turn it around for someone in the auto industry, yielding an unexpected insight. Someone else takes your insight and creates a print handout to bolster a loyalty program.

Everyone ends up learning in this virtuous, democratic cycle, so go ahead — start sharing! A zest for contribution is a step towards leadership and your observations could be music to the industry’s ears.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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Google My Business testing future opening dates in the local panel for new businesses

Google can let searchers know when a new business will be opening its doors.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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