LSA15: Major Algorithmic & UI Trends at Google (What Do They Mean?)
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The document summarizes David Mihm's presentation on long term trends in Google's local search algorithms and user experience. It discusses key algorithm updates like Panda, Penguin, Hummingbird and Pigeon that have increased the importance of brands and proximity. It also outlines major changes to the local search experience through features like Knowledge Graph, sentiment analysis, transactions and closing the loop. The presentation provides recommendations for local marketers to help generate knowledge cards, optimize listings and barnacle onto publishers through long term tactics.
LSA15: Major Algorithmic & UI Trends at Google (What Do They Mean?)
- 1. © SEOmoz, Inc. 2015@davidmihm Local Search at Google: The Long View of Major Algorithmic and UX Trends DAVID MIHM DIRECTOR OF LOCAL STRATEGY, MOZ LOCAL SEARCH ASSOCIATION LOS ANGELES, CA APRIL 20 2015
- 2. © SEOmoz, Inc. 2015@davidmihm What local search means to Google1 Key algorithmic updates Long-haul Local tactics What I’ll Be Talking About Local Search at Google: The Long View 2 4 Recap5 Key search experience updates3
- 3. © SEOmoz, Inc. 2015@davidmihm Traditional vision of local search
- 4. © SEOmoz, Inc. 2015@davidmihm
- 5. © SEOmoz, Inc. 2015@davidmihm
- 6. © SEOmoz, Inc. 2015@davidmihm
- 7. © SEOmoz, Inc. 2015@davidmihm Google’s vision of local search
- 8. © SEOmoz, Inc. 2015@davidmihm Image: Joi Ito, http://commons.wikimedia.org/wiki/File:Schmidt-Brin-Page-20080520.jpg $ $ $
- 9. © SEOmoz, Inc. 2015@davidmihm frequency + engagement + purchase intent = Mobile. 25% 75%50%
- 10. © SEOmoz, Inc. 2015@davidmihm “ $ ?” “ ?”
- 11. © SEOmoz, Inc. 2015@davidmihm The foundation for all of this is ALREADY HERE.
- 12. © SEOmoz, Inc. 2015@davidmihm Key algorithmic updates
- 13. © SEOmoz, Inc. 2015@davidmihm Image Credits http://searchengineland.com/google-panda-4-0-go-press-release-sites-192789 http://searchengineland.com/google-releases-first-penguin-update-year-206169 http://searchengineland.com/did-hummingbird-just-kill-your-local-seo-strategy-175276 http://searchengineland.com/pigeon-search-engine-lands-name-new-google-local-search-update-197932 February 2011 Thin content High ad-to-content ratio April 2012 Low quality links Keyword stuffing August 2013 Conversational search Brand favoritism Un-blending July 2014 Vertical pack loss Brand-location User as centroid
- 14. © SEOmoz, Inc. 2015@davidmihm Image Credits http://searchengineland.com/google-panda-4-0-go-press-release-sites-192789 http://searchengineland.com/google-releases-first-penguin-update-year-206169 http://searchengineland.com/did-hummingbird-just-kill-your-local-seo-strategy-175276 http://searchengineland.com/pigeon-search-engine-lands-name-new-google-local-search-update-197932 February 2011 Thin content High ad-to-content ratio April 2012 Low quality links Keyword stuffing August 2013 Conversational search Brand favoritism Un-blending July 2014 Vertical pack loss Brand-location User as centroid http://moz.com/blog/understand-and-rock-the-google-venice-update Image Credit: https://www.flickr.com/photos/67611651@N03/15210054312/ August 2012 Better location detection Localized organic results More relevant pack results
- 15. © SEOmoz, Inc. 2015@davidmihm April 2015 Mobile optimization becomes essential (?) http://screenwerk.com/2015/04/14/mopocalypse-is-right-around-the-corner/
- 16. © SEOmoz, Inc. 2015@davidmihm A closer look at Pigeon
- 17. © SEOmoz, Inc. 2015@davidmihm Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more. In addition, Google said that this new algorithm improves their distance and location ranking parameters. http://searchengineland.com/google-makes-significant-changes-local-search-ranking-algorithm-197778 TL;DR Web ranking signals Knowledge Graph Distance : location
- 18. © SEOmoz, Inc. 2015@davidmihm What Mozcast Says
- 19. © SEOmoz, Inc. 2015@davidmihm
- 20. © SEOmoz, Inc. 2015@davidmihm
- 21. © SEOmoz, Inc. 2015@davidmihm Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Geo-Modified Terms Many of these are real estate related
- 22. © SEOmoz, Inc. 2015@davidmihm Lots of gains among branded terms Mozcast: 7/23/14 vs 9/11/14 Breakdown of Changes Among Geo-Modified Terms
- 23. © SEOmoz, Inc. 2015@davidmihm
- 24. © SEOmoz, Inc. 2015@davidmihm
- 25. © SEOmoz, Inc. 2015@davidmihm
- 26. © SEOmoz, Inc. 2015@davidmihm
- 27. © SEOmoz, Inc. 2015@davidmihm Distance : Location
- 28. © SEOmoz, Inc. 2015@davidmihm
- 29. © SEOmoz, Inc. 2015@davidmihm “Convenience Store” Tighter radius to location of search for generic phrases.
- 30. © SEOmoz, Inc. 2015@davidmihm Wider radius to location of search for geomodified phrases. “Convenience Store Portland”
- 31. © SEOmoz, Inc. 2015@davidmihm The Brand Effect
- 32. © SEOmoz, Inc. 2015@davidmihm Photo credit: P. Slawinski http://pslawinski.smugmug.com/
- 33. © SEOmoz, Inc. 2015@davidmihm 1.Search results in search results 2.Well-optimized regional-vertical directories 3.Less blending http://moz.com/blog/local-hummingbird-results
- 34. © SEOmoz, Inc. 2015@davidmihm “Brands are how you sort out the cesspool of the Internet.” --Eric Schmidt, Oct. 2008
- 35. © SEOmoz, Inc. 2015@davidmihm “This is what you’re left with when you try to do that in Local.” --David Mihm, Oct. 2014 "Père-Lachaise - Divison 90 - Lahovary 09" by Antonin Mercié. Wikimedia Commons. { pigeon poo }
- 36. © SEOmoz, Inc. 2015@davidmihm Why does this… http://searchengineland.com/expedia-becomes-new-york-city-hotel-googles-pigeon-local-update-198339
- 37. © SEOmoz, Inc. 2015@davidmihm …and this… http://blumenthals.com/blog/2014/07/31/google-pigeon-poo/
- 38. © SEOmoz, Inc. 2015@davidmihm …and this…
- 39. © SEOmoz, Inc. 2015@davidmihm Chris Silver Smith http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414 …and this…
- 40. © SEOmoz, Inc. 2015@davidmihm Chris Silver Smith http://searchengineland.com/optimizing-business-internet-yellow-pages-directories-202414 …and this…
- 41. © SEOmoz, Inc. 2015@davidmihm (From my December 2013 post) …and this…
- 42. © SEOmoz, Inc. 2015@davidmihm …happen? BRAND preference. Web signals, i.e. links, have NEVER been good at identifying worthy local businesses. Directories’ internal links are more powerful than all but a handful of inbound links to local businesses.
- 43. © SEOmoz, Inc. 2015@davidmihm https://www.flickr.com/photos/jurvetson/13332827114/
- 44. © SEOmoz, Inc. 2015@davidmihm https://www.flickr.com/photos/throk/4193589986
- 45. © SEOmoz, Inc. 2015@davidmihm
- 46. © SEOmoz, Inc. 2015@davidmihm Key search experience updates
- 47. © SEOmoz, Inc. 2015@davidmihm Knowledge Graph
- 48. © SEOmoz, Inc. 2015@davidmihm August 2013
- 49. © SEOmoz, Inc. 2015@davidmihm Somewhat recent
- 50. © SEOmoz, Inc. 2015@davidmihm http://blumenthals.com/blog/2007/12/22/local-authoritative-onebox-im-feeling-lucky-or-not/ December 2007 (!)
- 51. © SEOmoz, Inc. 2015@davidmihm March 2009Image courtesy Mike Blumenthal, blumenthals.com
- 52. © SEOmoz, Inc. 2015@davidmihm http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785 Evolution of the Auth. OneBox
- 53. © SEOmoz, Inc. 2015@davidmihm http://searchengineland.com/google-glass-diary-part-4-local-search-navigation-160785 Evolution of the Auth. OneBox
- 54. © SEOmoz, Inc. 2015@davidmihm Sentiment
- 55. © SEOmoz, Inc. 2015@davidmihm October 2009
- 56. © SEOmoz, Inc. 2015@davidmihm October 2009
- 57. © SEOmoz, Inc. 2015@davidmihm Hat tip: Michael Cottam October 2010
- 58. © SEOmoz, Inc. 2015@davidmihm May 2013
- 59. © SEOmoz, Inc. 2015@davidmihm June 2014 (?)
- 60. © SEOmoz, Inc. 2015@davidmihm Transaction
- 61. © SEOmoz, Inc. 2015@davidmihm July 2011
- 62. © SEOmoz, Inc. 2015@davidmihm http://searchengineland.com/google-tests-new-car-leads-product-126070 June 2012
- 63. © SEOmoz, Inc. 2015@davidmihm http://searchengineland.com/google-tests-new-car-leads-product-126070 October 2013
- 64. © SEOmoz, Inc. 2015@davidmihm http://searchengineland.com/google-tests-new-car-leads-product-126070 October 2013
- 65. © SEOmoz, Inc. 2015@davidmihm Closing the Loop
- 66. © SEOmoz, Inc. 2015@davidmihm June 2009
- 67. © SEOmoz, Inc. 2015@davidmihm June 2010 Patent Filed
- 68. © SEOmoz, Inc. 2015@davidmihm February 2014
- 69. © SEOmoz, Inc. 2015@davidmihm November 2014 Image courtesy Mike Blumenthal, blumenthals.com
- 70. © SEOmoz, Inc. 2015@davidmihm Image courtesy Mike Blumenthal, blumenthals.com December 2014
- 71. © SEOmoz, Inc. 2015@davidmihm May 2015 http://www.wsj.com/articles/to-revive-wallet-google-tries-to-wrangle-unruly-partners-1424392928
- 72. © SEOmoz, Inc. 2015@davidmihm
- 73. © SEOmoz, Inc. 2015@davidmihm “ $ ?” “ ?”
- 74. © SEOmoz, Inc. 2015@davidmihm www.inc.com/dennis-crowley/founders-forum-evolution-predictive-personalized-technology.html How do you survive in the world of predictive, card- driven search?
- 75. © SEOmoz, Inc. 2015@davidmihm Long-haul Local tactics
- 76. © SEOmoz, Inc. 2015@davidmihm Help Google generate knowledge cards for your locations Site Architecture Structured Data Optimize your knowledge cards for CTR and conversion Photos and Snippets Reviews Barnacle onto publishers Brand Tactics
- 77. © SEOmoz, Inc. 2015@davidmihm Site Architecture • Crawlable, traditional directories • Unique page for each location Home Stores • Optimize for conversions • Title: “Brand – Keyword(s) in City, ST” • Full “NAP” for each location in Schema • Rich content Domino’s Pizza – Delivery, … Chicago, IL Domino’s Pizza – Chicago, IL Domino’s Pizza 1415 W Irving Park Rd Chicago, IL 60613 (773) 871-3030 Get Driving Directions Welcome to Domino’s Chicago Northside! Open Daily 1030 am – 130 am PLACE AN ORDER (From the Manager) Domino’s Pizza – Delivery, … Chicago, IL Domino’s Pizza – Chicago, IL Domino’s Pizza 1415 W Irving Park Rd Chicago, IL 60613 (773) 871-3030 Get Driving Directions Welcome to Domino’s Chicago Northside! Open Daily 1030 am – 130 am PLACE AN ORDER (From the Manager) Domino’s Pizza – Delivery, … Chicago, IL Domino’s Pizza – Chicago, IL Domino’s Pizza 1415 W Irving Park Rd Chicago, IL 60613 (773) 871-3030 Get Driving Directions Welcome to Domino’s Chicago Northside! Open Daily 1030 am – 130 am PLACE AN ORDER (From the Manager) Help Google generate knowledge cards
- 78. © SEOmoz, Inc. 2015@davidmihm Help Google generate knowledge cards
- 79. © SEOmoz, Inc. 2015@davidmihm Structured Data Google My Business https://www.google.com/local/manage/ Help Google generate knowledge cards
- 80. © SEOmoz, Inc. 2015@davidmihm Google My Business is only part of the equation. Source: Google Patent Application 60658214 “Generating Structured Information” Structured Data Help Google generate knowledge cards
- 81. © SEOmoz, Inc. 2015@davidmihm What this: really looks like…
- 82. © SEOmoz, Inc. 2015@davidmihm Interesting Post-Pigeon Data Point
- 83. © SEOmoz, Inc. 2015@davidmihm
- 84. © SEOmoz, Inc. 2015@davidmihm
- 85. © SEOmoz, Inc. 2015@davidmihm Optimize your knowledge cards for CTR and conversion http://www.localseoguide.com/new-google-mobile-local-results/ Photos
- 86. © SEOmoz, Inc. 2015@davidmihm Reviews: (Another) Interesting Post-Pigeon Data Point Optimize your knowledge cards for CTR and conversion
- 87. © SEOmoz, Inc. 2015@davidmihm
- 88. © SEOmoz, Inc. 2015@davidmihm Barnacle onto publishers h/t Will Scott and Justin Sanger for the term “Barnacle” in Local
- 89. © SEOmoz, Inc. 2015@davidmihm Help Google generate knowledge cards for your locations Site Architecture Structured Data Optimize your knowledge cards for CTR and conversion Photos and Snippets Reviews Barnacle onto publishers Brand Tactics Publisher Tactics Site architecture Milk internal link equity for all it’s worth Develop a Google Now strategy Will also help with personalized search Diversify your product offering Alternative traffic acquisition Google Display Network Loyalty Hard work
- 90. © SEOmoz, Inc. 2015@davidmihm Site Architecture
- 91. © SEOmoz, Inc. 2015@davidmihm
- 92. © SEOmoz, Inc. 2015@davidmihm
- 93. © SEOmoz, Inc. 2015@davidmihm Diversify Your Product Offering: One Idea
- 94. © SEOmoz, Inc. 2015@davidmihm Diversify Your Product Offering: One Idea
- 95. © SEOmoz, Inc. 2015@davidmihm Alternative Traffic Acquisition
- 96. © SEOmoz, Inc. 2015@davidmihm Build Loyalty
- 97. © SEOmoz, Inc. 2015@davidmihm Work Hard.
- 98. © SEOmoz, Inc. 2015@davidmihm Recap
- 99. © SEOmoz, Inc. 2015@davidmihm Recap Proximity is shifting dramatically towards searcher. Content, authority can pull-in geomodifying searchers where the radius is wider.
- 100. © SEOmoz, Inc. 2015@davidmihm Recap Brand signals are on the rise. This rewards national brands with strong Local SEO. 1. Site architecture 2. Structured data (Branded anchor text, Branded searches, Clickthrough rate)
- 101. © SEOmoz, Inc. 2015@davidmihm Recap Reviews continue to grow in importance. Google seems to be using review content to assess categorical relevance.
- 102. © SEOmoz, Inc. 2015@davidmihm Recap Google is thinking way before the website. Rankings and on-site conversions are now just directional indicators of success. Need a a broader overall business impact assessment than web analytics provides.
- 103. © SEOmoz, Inc. 2015@davidmihm Recap Publishers are currently enjoying an “Indian Summer” of organic search traffic before a “Permanent Winter” of Knowledge Card results. Partnering with Google on Now is your best option. Diversify your product offering and wean yourself off of Google organic referrals as quickly as possible.
- 104. © SEOmoz, Inc. 2015@davidmihm https://medium.com/backchannel/how-google-search-dealt-with-mobile-33bc09852dc9 THE Must-Read of 2015
- 105. © SEOmoz, Inc. 2015@davidmihm Thank you! davidm@moz.com moz.com/local Ongoing Resources Moz.com/blog