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Greg SterlingAugust 7, 2012
Everything Lawyers Need to Know about Google+ and Local Search
About.me
• Former lawyer, editor, startups, analyst, blogger
• Search, social media, mobile, local, multi-channel shopping, SMB advertising/marketing
• “The Impact of the Internet on Offline Buying”
• Twitter: @gsterling
Once the World Was Simple and Whole
Wait, What’s He Holding?
Local: Print Was It
Print YP was the source of most ad-generated local business leads
About 10 years ago print “references” began declining. In 2008 the Internet officially became the top source of local business information (per comScore)
Now mobile growing very fast Source: YPA, publishers (2011)
Now a Fragmented Market
Print is still used (at least occasionally) by more than 70% of US adult survey respondents. But frequency and whether a primary or secondary resource varies by demographic segments.
Source: Market Authority Q4 2011
500K+ appsThousands local
Lots of Local Directory Lookups
Source: comScore June, 2011
But Search Dwarfs IYP Volumes
Source: comScore July 2012
11.4 billion PC queries; 20%* are local = 2.28 billion local queries (monthly)
Google where most local queries are concentrated on the PC
66.8%
15.6%
13%
US Search Market Share June 2012
*20% figure is Google’s own cautious estimate of % of local queries on PC; in mobile it’s 40% per Google
GoogZilla Casts a Long Shadow over Local Business
US SMBs
Quick Review: SEO-Presence To-Dos
• Website + mobile site (MoFuse, DudaMobile). Make sure physical address on sites (link to other profiles)
• Simple tools to audit local visibility: GetListed, Yext (others)
• Get information into “mother databases” (Localeze, Infogroup, Acxiom). They populate all the many directory sites.
- Claim/enhance Google Places/Google+ Page
- Claim/enhance Yelp profile
- Two most important US IYP sites: YP.com, Supermedia
• Twitter/Facebook (depends; that’s another webinar)
• Information should be consistent across databases/sites
What about Advertising?
Yes is the short answer . . . but more on that later
Top Categories: Ads + CTRs
Source: YP (AT&T) Q2 2012
Google ‘Local’ Era (2004 – 2006)
In 2004 Google debuts “Google Local.” Later that year Company acquires Keyhole, which becomes Google Earth and Where 2 Technologies, which becomes Google Maps. Google Local is later “renamed” Google Maps.
In 2006 company starts showing more local listings in search results:
The Google Places Era (2008 – 2012)
In 9/09 Google introduced “Place Pages,” a full-page version of the Map “Info Window”
The Google Places Era (2008 – 2012)
Google Place Pages were an attempt to organize information about every location in the “real world.”
Google: “If you're a business owner, you can add or update your business details through the Local Business Center” (LBC).
In April 2010, LBC becomes “Google Places”
URLs: https://www.google.com/local/add/businessCenter?
www.google.com/placesforbusiness/
The Google Places Era (2008 – 2012)
In May 2012 Google automatically turned all Place Pages into Google+ Local Pages (not to be confused with Google+ Pages for Business)
Why Should We Care about G+?
• Google+ Local page will show up in search results (thin or complete?)
• Google+ Local pages may help with organic rankings (re social/personalized search)
• You probably have a Google+ Local page already
• Not just about “defense,” positive marketing opportunity for firms that actively embrace it
• Good for mobile
Social
Places vs. G+ Local Pages
• Google Places were static business profile pages (“set it and forget it”)
- Though millions claimed they were “lifeless”
- Google+ tries to match and improve upon FB capabilities
• Google Places not in SERPs, Google+ Pages are
• Star reviews on Places replaced by Zagat 30-pt ratings on G+
• Google+ Local pages more social (offer video “Hangouts”)
• Google+ and Google+ Local pages being merged and unified currently. It’s a process Page admin must affirmatively do
Google+ ‘Decision Tree’
Did we have a claimed Google Places page?
Did we previously create a Google+ page?
Yes?No?
What kind? G+ Business page or other?
If a Business page, verify and “merge” into G+ Local page.
Don’t create a Google+ page now
Yes?No?
Claim/create/verify Google+ Local page
Inspect/update/verify Google+ Local page
Other types of G+ pages can’t be merged into Google+ Local pages right now
Any/all activity on Google+ requires Google+ membership as a pre-requisite
‘Converted’ Place Page: Unclaimed
Add or Edit Listing
Service Area
Hours, Payments, Images, Video
Verification by Phone or Postcard
Thin, Unclaimed Page
Good Page = Lots of Content
Reviews, Followers
Reviews Preferred Information Source
Source: Nielsen and NM Incite (2011)
Consumer ratings
Consumer reviews
Company website
Call Center
Video clip
Live chat
Company's Facebook Page
Mobile app
Online ad
Company's Twitter account
63%
62%
50%
47%
45%
34%
30%
15%
9%
8%
7%
Which is the preferred source for product/service information?
Top two reasons consumers write reviews and share experiences online:
1. Give recognition “for a job well done”
2. Protect others
Regular Posts/Updates
Images
Video
Fullscreen Video Playback
Google+ Local Optimized for Mobile
Google+ Local Optimized for Mobile
Mobile Growth in Paid Search Clicks
“Between 15% and 25% of paid search traffic is now coming from mobile devices . . .
In local-heavy categories, such as dining, auto services and entertainment this jumps to 50% or more.”
-- DataPop CEO Jason Lehmbeck
Top Search Categories: Online + Mobile
Source: YP (AT&T) Q2 2012
“Divorce Lawyers”
Not Much Happening
Even the Big Guys: Nothing
Marginally Better
Advertising: Rational, Options
• Ad placements easier to control than organic rankings (short term vs. long term)
• Search: organic + paid reinforce each other
• In mobile, search ads take up most of the screen (organic gets limited visibility vs PC)
• In noisy market visibility more important than ever (ads can help)
• Ads can drive social media followers
• Brand or direct response (search, display, social )
• Now can buy calls (via print, PC and mobile) rather than impressions and/or clicks
• Caveat: money can be easily wasted online if digital campaigns not well designed
Helpful URLs
• Google+ Pages overview: http://support.google.com/plus/bin/answer.py?hl=en&answer=1710600
• FAQ re Google+ Local pages: http://productforums.google.com/forum/#!msg/business/oRvAQC_IakA/vsfNhuMzURYJ
• Google video answering questions re Google Places transition: http://www.youtube.com/watch?v=bO5wd2fl2Vs&feature=youtu.be
• Another data source Google draws from: http://www.google.com/mapmaker (make sure your listing is correct in here too)
