Newsletter #26

Whitespark Local Insider

April 28, 2017

Whitespark's Monthly Local Search Newsletter

Local InsiderApril 2017

A recent Twitter conversation about Local Pack results for searches that incorporated "Best [Keyword] + [City]" caught our attention over here at Whitespark:As you can see in the Tweet above, the results that were showing up for these searchers were businesses that have a review rating of 4+. Searchers are also given the option to filter their results by clicking on the rating drop down and selecting the star range from anywhere between 2.0+ to 4.5+. While none of us could trigger a pack that automatically selected a 4.0+ rating, we could filter the results by our desired star rating, which triggered different businesses to show up:Best Mexican Food Edmonton:Best Mexican Food Edmonton - 4.0+ rating results:Mike Blumenthal sums up the importance of results like this best: "Google is highlighting businesses with better reviews more in the search results. This increases the ever growing financial incentive to cheat on reviews. In any rational world this would increase Google’s responsibility to remove fake reviews in a more rigorous and through way."Results like this also highlight the growing importance of reputation management and having a strategy in place. If your business isn't earning reviews, it will be easier for the competition to take the lead and stand out. More and more consumers are using reviews to evaluate businesses' services and products; for many small businesses reviews contribute substantially to their ability to generate new business. Take this case study for instance, word of mouth referrals both online & offline contributed to 91% of all their new sales.If developing your online reputation is still on your to do list, then perhaps results like this might be the incentive you need to get started now! Cheers,Team Whitespark

From the Blog

How to Remove Fake Google ReviewsTrying to have a fake or spammy Google review removed can sometimes feel as frustrating as receiving the review (some call into question if the guidelines or spam algos even work), however; it is still important to make attempts to have the review removed, even though there is no guarantee that Google will take it down.

Here we've laid out the steps you need to take to get a fake/spam review removed from your Google My Business listing, and your best defence to combat fake reviews.

Why Local Rank Tracking is Still Valuable in 2017Dan Leibson recently wrote a post about some weaknesses he noticed with tracking local rankings using the UULE parameter to set the location. He says: “If you are using UULE then there is a good chance you are borking your local search.”While that is definitely overstating the situation, he does makes some valid points about the differences between searches that have the location set naturally based on the user’s location, and searches with the location set via the UULE parameter. They are different, but the sky is not falling. This is the expected behavior.Full disclaimer: Whitespark has its own Local Rank Tracker, so you could say I’m biased, but hear me out. I really do believe there is value in rank tracking.

So, if a rank tracker can’t “accurately” report rankings, then what good is it? Read more here about why ranking tracking is still important, and 8 ways it can add value.

Understanding Local Search Ranking Factors - WebinarIf you haven't had a chance to review 2017's Local Search Ranking Factors or if you are interested in taking a closer look at the results, then this webinar is ideal for you. Presented by:

Join Whitespark’s Darren Shaw, Moz’s Britney Muller, and LSA’s Greg Sterling as they discuss the most important findings.

Get a better understanding of the variables that have the greatest impact on local rankings: GMB content, proximity, links, on-page signals, citations, reviews and more.
Understand which factors have increased in importance and which have decreased.
Have your specific local ranking questions addressed and answered.

This webinar will take place Thursday, May 4th, 2017 12:00 PM - MDT (2:00 PM - EDT). Click Here to Register.

Around The Web

Is Google Really Keeping Fake Listings Off Google Maps?

Google recently released a study about fake listings in which they state that fewer than 0.5% of local searches lead to fake listings. Follow along with Joy Hawkins as she takes a closer look at this study, and the accuracy of this number.

The Largest Review Spam Network Ever Or... Who Is Shazedur Rahman and Why Should You Care?

Mike Blumenthal has uncovered review spam of epic proportions; a network that seems to have no end and that Google isn't removing from their network.

Yelp Provides Embed Code for Showcasing Yelp Reviews on Your Site

Well, shut the front door, Yelp actually provides you with an embed code to add reviews of your choice to your website. Check out Phil Rozek's post on how, be sure to read the comments too for extra tips and insights.

Video Deep Dive Special Edition: Darren Shaw & the Local Search Ranking Factors Study

Mike Blumenthal and Darren Shaw discuss the 2017 Local Search Ranking Factors results.

10 Ways to Improve Your Business Locators

Is your store locator up to snuff? If you're a multi-location business, check out Adam Dorfam's user experience tips to help increase your conversion.

The Best Types of Content for Local Businesses: Building Geo-Topical Authority

Want to showcase you're an authority in your niche? Check out Miriam Ellis's content publication ideas that can help you develop a content strategy and actually make a difference for your business.

Preparing For Local Reach in a ‘Post-Rank’ World, Part 2: Create Content For Local Research

Local content ideas for big brands. We may be living in a world of 'instant answers,' but big brands should still be creating in-depth local content, Megan Hannay discusses why and ways for brands to boost their local reach.

Smashing Semantic SEO in 2017 & Beyond: The Ultimate Guide

Not sure how to implement semantic SEO into your digitial strategy? Sam Hurley has 3 tactics to help get you started and dominate the SERP's.

When Breaking Google’s Guidelines Is Almost Necessary with GMB

Possum has made it more competitive for local businesses, and in some cases has prevented businesses from showing up in the results. Joyce Hawkins shares an interesting case on how one business is trying to combat this and the importance of having an awareness of what the competition is doing and how it can impact your own business.

How to Recover from a Google Penalty. Advice from a Former Google Employee

This post from Helen Vozna is jam packed with tips and action items you need to tackle if you have received a penalty from Google. There's lots of great information here and the advice is coming from a former Google employee, Kasper Szymanski. Take a look if you're struggling with recovering from a penalty.