Newsletter #25

Whitespark Local Insider

April 11, 2017

Whitespark's Monthly Local Search Newsletter

Local InsiderApril 2017

The results are in for the 2017 Local Search Ranking Factors Survey and there have been many changes since 2015 (which is to be expected). In addition to more insights and comments from top Local SEO's, there's a new section for terminology which should help with standardizing widely used terms within the industry (specifically when it comes to pack types).Head over to Moz to examine the results in-depth. We strongly recommend you read through the insights from contributors as there is a wealth of knowledge at your disposal.Don't have the time to delve into the results just yet? Here's what you need to know at a glance: 1. Proximity of Address to the Point of Search is the #1 Local Pack/Finder Ranking FactorThe importance of proximity has been creeping up for years. It definitely plays a stronger role now than it has in the past, however; it's not the only factor. Businesses with higher relevancy and prominence will rank in a wider radius around their business and take a larger percentage of the local search pie.Mike Blumenthal breaks this down best:"I think that the local ranking algorithm is at least bimodal if not trimodal. In other words, there are at least two different ranking algorithms in the context of a local search. Each entity is scored within those ranking algorithms, then between those two modes -- let's assume one is proximity and the other is relevance and prominence. Although there may be three modes. It may be proximity, relevance and prominence -- each entity achieves a score within the context of those modes. Those scores are then normalized into a single ranking factor."Don't let proximity impair the rest of your local search strategy, there are so many areas where you can excel and boost your ability to rank. 2. LinksGoogle still heavily relies on links as a measure of a business' authority and relevance. The rewards are high for those who can secure quality back-links. It's not an option, if you want to compete and show up in the results.3. CitationsThey are still important, but the main focus is quality over quantity. Citations impact your local search foundation, they are a necessity, but reviews, links, business authority, and engagement are areas that need more attention.4. Google My Business Factors

  • Having no hours in your GMB listings can have a negative impact on your listing - be sure to add your hours and that they are accurate.

  • Association of Photos - Your listing needs photos,  from both the business and customers.

  • The Possum update hasn't had much of an impact on local search tactics and strategies that SEO's are using to get businesses ranking.

5. Foundational Factors vs Competitive Difference MakersTo earn local rankings the experts agree that you need to nail the following 5 foundational factors down, and then take your Local SEO to the next level with these 5 competitive difference makes (oh look links, links, links, links, and reviews):

From the Blog

8 Awesome & Easy Ways to Encourage Customer FeedbackEvery business owner wants more online reviews. They help with brand trust, rankings, having an edge over the competition, etc. But the fundamental principle of stimulating feedback (both online and offline) is often overlooked on the path to a shiny star rating on Google, Yelp, and so on.

We fully encourage getting all the web reviews. But we’d like to take a moment to explore some ways to take a step back, and put a strong customer feedback strategy in place first (which can also lead to more online reviews).Here are 8 easy ways that you can collect feedback from your customers day in and out. 

Around The Web

Our very own Darren Shaw announces the results of this year's Local Search Ranking Factors Survey, notes important changes, discusses factor he considers table stakes, and more.  

Listen to (or read) Mary Bowling and Mike Blumenthal's discussion on  breaking down and making sense of the Local Ranking Factors. This is a great dialogue and is jam packed with valuable observations and advice for ranking locally.  

If you still need to be convinced about the power reviews can have for your business, Phil Rozek has 15 more methods to help you use reviews to increase your business. 

At the beginning of March (about the 8th) many SEO's and webmasters were reporting big ranking algorithm changes (termed "Fred). After collecting and reviewing over a 100 different sites, Barry Schwartz, believes that the " update is targeted to low-value content sites that focus on generating revenue. 

Local SEO's in the US are seeing a widespread (re) appearance of the snack pack type display that shows images instead of the click to call icon for brick and mortar style businesses other than restaurants, hotels, and hospitality/entertainment space.  

Google was recently granted approval for a travel time patent, and it looks as though quality measures like reviews, and the time a person is willing to travel in order to visit a specific location will play a bigger role in local ranking factors. Bill Slawski reports on the patent and other recent updates. 

The digital divisions of national retailer's often view their websites as e-commerce sites first, and local store sites second. Andrew Shotland demonstrates why this approach can hurt national retailer's ability to get the most out of organic search. 

Google has introduced a new ad format for their Display Network for local businesses that includes photos, store location hours, and more. Mark Irvine has all the details and instructions on how to incorporate this extension in your current Adwords campaigns. 

Is your website answering these 7 common questions that customers have? If not, Stoney deGeyter shows you how you can answer them to help build trust and improve conversions. 

Have you recently contemplated disavowing some backlinks, but are not certain if it's the right move and would like a second opinion? Great, then Marie Haynes' tool is for you, enter the URL and cross reference if it has made it onto her diavow list.   

This awesome resource is from Dana DiTomaso's Engage PDX presentation , it's goal is to help build a marketing strategy by planning your tactics around that signal. Learn how to optimize and measure engagement in local. Be sure to also check out her slide deck! 

Facebook users are now able to surface recommendations of nearby places – like “dinner nearby” or “bars nearby,” for example  – by entering a query in Facebook’s search box on the web or mobile.

Upcoming Conferences

ICONApril 25 - 27, 2017Phoenix, AZ

SEJ SUMMITMay 11, 2017Chicago, IL

SMX LONDONMay 23 - 24, 2017LONDON, UK

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