MnSearch Summit 2018 - Joy Hawkins and Darren Shaw – Succeeding in Local SEO in 2018 (and beyond)
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In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?
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MnSearch Summit 2018 - Joy Hawkins and Darren Shaw – Succeeding in Local SEO in 2018 (and beyond)
- 1. @JoyanneHawkins @DarrenShaw_ Succeeding in Local SEO in 2018 (and beyond) Joy Hawkins & Darren Shaw MN Search Summit 2018
- 2. Local Search is not what it used to be. @JoyanneHawkins @DarrenShaw_
- 3. @JoyanneHawkins @DarrenShaw_ Back in the good ol’ days Clicking the business name would take you to the website
- 4. @JoyanneHawkins @DarrenShaw_ Today, Google wants to keep you on Google PAID PAID PAID PAID PAID
- 5. @JoyanneHawkins @DarrenShaw_ Local pack leads to Local Finder
- 6. @JoyanneHawkins @DarrenShaw_ And the Local Finder has almost all the info you need Address Phone Hours Book appointment link Latest news/events (posts) Q&A Reviews Business description Links to similar businesses
- 7. @JoyanneHawkins @DarrenShaw_ These features drive business In a case study done by Get Five Stars, they found that 70% of KPIs were happening On Google. https://www.getfivestars.com/blog/case-study-key- performance-indicators-local-digital-marketing/
- 8. @JoyanneHawkins @DarrenShaw_ Just some of the GMB features released in the past 2 years. Google Posts Description Services GMB Websites Messaging VideosQ & A
- 10. @JoyanneHawkins @DarrenShaw_ Are you happy with our service? Private Feedback Form Leave us a Google Review!
- 11. @JoyanneHawkins @DarrenShaw_ April 12, 2018 “Don’t discourage or prohibit negative reviews or selectively solicit positive reviews from customers.”
- 12. @JoyanneHawkins @DarrenShaw_ What Happens? Currently for review incentives, Google removes all the reviews that were left during the time period of the contest.
- 13. Descriptions
- 14. August 2016: Description is removed @JoyanneHawkins @DarrenShaw_
- 15. March 2018: It’s back! @JoyanneHawkins @DarrenShaw_
- 16. @JoyanneHawkins @DarrenShaw_ The guidelines 750 Characters
- 17. @JoyanneHawkins @DarrenShaw_ The guidelines Must be accurate and not misleading
- 18. @JoyanneHawkins @DarrenShaw_ The guidelines No links (or html code)
- 19. @JoyanneHawkins @DarrenShaw_ The guidelines No sales, discounts, or promos X
- 20. @JoyanneHawkins @DarrenShaw_ The guidelines Email addresses are a-okay!
- 21. @JoyanneHawkins @DarrenShaw_ What not to do
- 22. @JoyanneHawkins @DarrenShaw_ Doing it right! Ad copy for conversions, not keyword stuffing
- 23. @JoyanneHawkins @DarrenShaw_ Technically against the guidelines, but emojis!
- 27. @JoyanneHawkins @DarrenShaw_ SERPs = more localized “Car Accident Lawyer”
- 30. Services
- 31. Launched on April 9, 2018 @JoyanneHawkins @DarrenShaw_
- 32. @JoyanneHawkins @DarrenShaw_ Which categories get them? Health + Beauty Spas Hair salons Fitness Medical/Dentistry Etc.
- 33. @JoyanneHawkins @DarrenShaw_ Which categories get them? Service Area Businesses Plumbers Roofers Lawn care Pest Control Etc.
- 34. @JoyanneHawkins @DarrenShaw_ Which categories get them? Have also seen them here Lawyers Hotels/B&Bs Jewelry stores Marketing agencies Insurance agencies Construction businesses
- 36. Adding/editing them Price is Optional Description is optional
- 37. Create sections
- 38. @JoyanneHawkins @DarrenShaw_ Where can you see them? A teeny link on the Google Maps mobile app. That’s it! For now.
- 39. What do they look like?
- 40. @JoyanneHawkins @DarrenShaw_ Do they help with rankings?
- 41. Google Posts
- 42. @JoyanneHawkins @DarrenShaw_ In April 2018, Google moved Posts to the top on mobile
- 43. Joel Headley works at PatientPop and they increased appointment bookings by about 11% for thousands of customer listings via Google Posts. @JoyanneHawkins @DarrenShaw_
- 44. @JoyanneHawkins @DarrenShaw_ Book an Appointment Download a Coupon Get a Free Case Evaluation
- 45. 1.One post at a time is enough 2.Make the post look like a button 3.Lead the user to a page where they can fill in a form @JoyanneHawkins @DarrenShaw_
- 46. @JoyanneHawkins @DarrenShaw_ Coming soon! The Whitespark Google Posts Scheduler
- 47. 1. Use UTM Codes in the link https://ga-dev- tools.appspot.com/campaign-url-builder/ a. Campaign Source: GMBPosts b. Campaign Medium: [Type of Post] 2. Google Analytics > Acquisition > All Traffic > Source/Medium @JoyanneHawkins @DarrenShaw_
- 48. Q & A
- 49. Launched in August 2017 @JoyanneHawkins @DarrenShaw_
- 50. High visibility Brand search knowledge panel
- 52. Questions are being asked https://www.getfivestars.com/blog/the-big-guide-to-google-questions-and-answers/
- 53. Types of questions being asked https://www.getfivestars.com/blog/the-big-guide-to-google-questions-and-answers/
- 54. Some “questions” are damaging
- 55. Some answers are useless
- 56. And sometimes it works out really well
- 57. Q&A Best Practices @JoyanneHawkins @DarrenShaw_
- 58. 1. Monitor and respond, before someone else does
- 60. 2. Upvote your best question The question with the most upvotes is the one that will display in the knowledge panel
- 61. 3. Report any off-topic questions This is a review, not a question. It would be removed if reported.
- 63. 4. Seed the Q&A with your own best questions
- 64. THANK YOU! @JoyanneHawkins @DarrenShaw_ Get 15% off. Promo Code:MNSEARCH2018 Expires: July 6, 2018