'

User Behavior Affects Local Rankings. Now What?

Понравилась презентация – покажи это...





Слайд 0

@philrozek #stateofsearch User Behavior Affects Local Rankings. Now What? State of Search 2014 Phil Rozek localvisibilitysystem.com


Слайд 1

@philrozek #stateofsearch


Слайд 2

@philrozek #stateofsearch


Слайд 3

@philrozek #stateofsearch So click-through and other user-behavior matters. I’ll show you what to do with that knowledge. But first…


Слайд 4

@philrozek #stateofsearch


Слайд 5

@philrozek #stateofsearch My theory: it’s all like a sandbox


Слайд 6

@philrozek #stateofsearch


Слайд 7

@philrozek #stateofsearch


Слайд 8

@philrozek #stateofsearch


Слайд 9

@philrozek #stateofsearch


Слайд 10

@philrozek #stateofsearch 2 assumptions about Google…


Слайд 11

@philrozek #stateofsearch Assumption 1: Google knows everything


Слайд 12

@philrozek #stateofsearch Assumption 2: Google judges everything


Слайд 13

@philrozek #stateofsearch Ever noticed how some businesses stick on page one forever? Or how businesses rank then tank? Or why results can seem so random?


Слайд 14

@philrozek #stateofsearch Assumption 2: Google uses what it knows Overall, more difficult-to-game signals have been on the rise - clickthrough rates on your listings in search results are more influential than ever. Clicks on maps, review links, and driving directions all factor in. Chris Silver Smith Local Search Ranking Factors 2014 “


Слайд 15

@philrozek #stateofsearch The $64,000 Question: how can you get users to show Google you’re a good search result?


Слайд 16

@philrozek #stateofsearch Obvious win: Get lots of people into a room


Слайд 17

@philrozek #stateofsearch Host a big gathering if you can. Or do TV ads if you can. But I can’t assume you’ll do those.


Слайд 18

@philrozek #stateofsearch How can you send Google more behavioral clues every day, starting today?


Слайд 19

@philrozek #stateofsearch Know the main places where searchers can engage with you: 7 “sandboxes”…


Слайд 20

@philrozek #stateofsearch Main search results Branded search results Your knowledge graph “People also search for” Google Places page Website “Maps” view


Слайд 21

@philrozek #stateofsearch The goal(s): collect more clicks + clicks from all over.


Слайд 22

@philrozek #stateofsearch


Слайд 23

@philrozek #stateofsearch By the way… Forget rankings for a second. You should do all these steps anyway.


Слайд 24

@philrozek #stateofsearch


Слайд 25

@philrozek #stateofsearch Engagement area 1: main search results


Слайд 26

@philrozek #stateofsearch


Слайд 27

@philrozek #stateofsearch Goal: Become the obvious search result to click on


Слайд 28

@philrozek #stateofsearch Get a catchy business name


Слайд 29

@philrozek #stateofsearch Get a catchy business name


Слайд 30

@philrozek #stateofsearch Get a catchy business name


Слайд 31

@philrozek #stateofsearch Use a Google Places “descriptor”


Слайд 32

@philrozek #stateofsearch Reviews, reviews, reviews


Слайд 33

@philrozek #stateofsearch Reviews, reviews, reviews


Слайд 34

@philrozek #stateofsearch Upload attractive photo(s)


Слайд 35

@philrozek #stateofsearch Engagement area 2: branded search results


Слайд 36

@philrozek #stateofsearch


Слайд 37

@philrozek #stateofsearch Goal: avoid pogo-sticking


Слайд 38

@philrozek #stateofsearch Punchy title + description tags


Слайд 39

@philrozek #stateofsearch Make pages based on autocomplete


Слайд 40

@philrozek #stateofsearch Make pages based on autocomplete


Слайд 41

@philrozek #stateofsearch Get on Google’s favorites


Слайд 42

@philrozek #stateofsearch Obvious: Facebook, Pinterest, YouTube, etc. Less-obvious: BBB, SlideShare, paid niche sites, even Meetup.com Get on Google’s favorites


Слайд 43

@philrozek #stateofsearch Engagement area 3: your knowledge graph


Слайд 44

@philrozek #stateofsearch


Слайд 45

@philrozek #stateofsearch Goal: turn your knowledge graph into Play-Doh


Слайд 46

@philrozek #stateofsearch Catchy photo and many reviews


Слайд 47

@philrozek #stateofsearch Photos in posts


Слайд 48

@philrozek #stateofsearch Engagement area 4: “people also search for”


Слайд 49

@philrozek #stateofsearch


Слайд 50

@philrozek #stateofsearch Goal: steal clicks from competitors’ branded results


Слайд 51

@philrozek #stateofsearch Upload flashy 1st photo


Слайд 52

@philrozek #stateofsearch Upload flashy 1st photo


Слайд 53

@philrozek #stateofsearch Upload flashy 1st photo


Слайд 54

@philrozek #stateofsearch Engagement area 5: Google Places page


Слайд 55

@philrozek #stateofsearch


Слайд 56

@philrozek #stateofsearch Goal: get people to click through - or click to call.


Слайд 57

@philrozek #stateofsearch Google reviews!


Слайд 58

@philrozek #stateofsearch Google reviews!


Слайд 59

@philrozek #stateofsearch Nice cover photo


Слайд 60

@philrozek #stateofsearch Detailed description w/ links


Слайд 61

@philrozek #stateofsearch Google posts that link to posts / subpages


Слайд 62

@philrozek #stateofsearch Google Business View photo shoot


Слайд 63

@philrozek #stateofsearch Google Business View photo shoot


Слайд 64

@philrozek #stateofsearch


Слайд 65

@philrozek #stateofsearch Google Business View photo shoot


Слайд 66

@philrozek #stateofsearch Google Business View photo shoot


Слайд 67

@philrozek #stateofsearch Engagement area 6: your site


Слайд 68

@philrozek #stateofsearch Goals: avoid pogo-sticking (esp. bounces) 2. push users deeper


Слайд 69

@philrozek #stateofsearch 1. Autoplay videos, Flash intros, music 2. Thin content on landing page 3. Typical keyword-stuffing Bad ideas


Слайд 70

@philrozek #stateofsearch 1. Visible, foolproof navigation 2. Lots of info about services 3. Mobile-friendly site Good ideas – the obvious ones


Слайд 71

@philrozek #stateofsearch 4. Links to review sites (in new tab) 5. Click-to-call links 6. Multiple calls-to-action 7. CrazyEgg Good ideas – the less-obvious


Слайд 72

@philrozek #stateofsearch Use CrazyEgg


Слайд 73

@philrozek #stateofsearch Engagement area 7: “Maps” view


Слайд 74

@philrozek #stateofsearch


Слайд 75

@philrozek #stateofsearch Goal: urge visitors to look up driving directions


Слайд 76

@philrozek #stateofsearch Encourage driving directions


Слайд 77

@philrozek #stateofsearch Embed the RIGHT Google map


Слайд 78

@philrozek #stateofsearch Embed the RIGHT Google map


Слайд 79

@philrozek #stateofsearch Put it on several pages if possible. Ask visitors to use the map. Where you don’t embed the map, consider linking to it (new tab). Embed the RIGHT Google map


Слайд 80

@philrozek #stateofsearch


Слайд 81

@philrozek #stateofsearch Bonus tip: Give Google Plus reviewers manual directions


Слайд 82

@philrozek #stateofsearch Go to Plus.Google.com Or to Google.com Don’t send everyone a link! Ask reviewers to search manually


Слайд 83

@philrozek #stateofsearch


Слайд 84

@philrozek #stateofsearch What’s the bigger picture? a few principles


Слайд 85

@philrozek #stateofsearch Study your UX – your “click-flow” 2. Give users stuff to look at 3. Give users places to click 4. REVIEWS Takeaway principles


Слайд 86

@philrozek #stateofsearch


Слайд 87

@philrozek #stateofsearch Thanks!


Слайд 88

@philrozek #stateofsearch Phil Rozek localvisibilitysystem.com twitter: @philrozek


Слайд 89

@philrozek #stateofsearch # of Clicks on Your Google+ Page Determines Your Ranking? – Local Search Forum Driving Directions vs. Reviews as Ranking Signals for Google Maps – Bill Slawski Mad Science Experiments in SEO & Social Media (slides 88-102) – Rand Fishkin Using Autocomplete To Hijack Local Search Results – Chris Silver Smith How to Pimp Your Local Google+ Page – Phil Rozek / Whitespark One-page handout for getting Google reviews – Phil Rozek Resources / further reading


×

HTML:





Ссылка: