Skip to main content
Instapage

Is Google becoming more hyperlocal?

Last week, reports surfaced suggesting the possibility that Google has made changes to local map results.

As detailed by Search Engine Roundtable’s Barry Schwartz, in the past week numerous individuals in the SEO community reported seeing compression in the local map pack results. One SEO who was monitoring results for clients observed “massive compression”:

In many tested areas (legal, dog boarding, photographers) we were seeing 4+ pages of map search results — now seeing one page (two at most).

Seems like centroids have increased as well – and its different for different business types. For example, “family photographers austin” results stop at the city line (results last week included suburbs and surrounding towns. But “wedding photographers austin” takes in the whole Austin DMA.

Others reported observing similar behavior, which, if put into practice more widely, could help some businesses and hurt others.

new-pack-ad

For example, one SEO commented, “I am seeing it here as well and while for my clients that have multiple locations across the city, its great, but for clients who have one location and get business from all over the city, its hurting them in a big big way!” He added, “Just because a business has more locations doesn’t mean they should be the ones showing up in the majority of searches.”

Obviously, Google might beg to differ. After all, Google’s goal is to deliver the most relevant results to its users, a growing number of whom are accessing Google from mobile devices.

To the extent that it can reliably deliver highly-relevant, hyperlocal results personalized to specific users based on their current locations, there’s arguably no reason for Google not to. This is especially true given that, as of last year, Google’s local map pack only displays three results instead of seven.

That change made optimization even more important for local marketers.

Hyperlocal’s impact on strategy

While it remains to be seen whether or not the results observed in recent days are a result of experimentation or permanent, larger changes, they are a reminder of the fact that local businesses compete in a dynamic online marketplace that constantly requires them to reevaluate their strategies and tactics.

Optimization is no doubt and important part of that process, but an even greater hyperlocal push by Google highlights why alternative and emerging channels will probably grow in importance to local marketers in coming years.



via Search Engine Watch

Comments

Popular posts from this blog

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become majestic.com. Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of majestic.com (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

Software Review Site TrustRadius Has A New Way to Treat Reviews Obtained Through Vendors

Online user reviews are the most powerful marketing technique for influencing purchase decisions. But do they accurately represent the views of most users?Today, business software review platform TrustRadius is announcing a new way — called trScore — to handle the bias introduced in reviews by users obtained through the vendor of the reviewed software product. The site says more than two million software buyers visit each year to check out its product reviews.To understand trScore, let’s first look at TrustRadius’ approach.The site says it authenticates all users through their LinkedIn profiles. It also requires users to answer eight to ten questions about the product, in order to weed out users having no familiarity. Additionally, a staff person reads every review before it is posted, and the site says about three percent of reviews are rejected for not meeting guidelines.As for the reviews themselves, TrustRadius puts them into two main buckets: independently-sourced reviews and ven…