Every week we bring you a brief 15-minute video and the links of the best articles in Local Search. OK. It’s not always 15 minutes but we are never off by more than 10 minutes or so.
Important Links from Last Week in Local – Zero-Click Search, LSA for Lawyers and More
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How Google’s Bad Data Wiped a Neighborhood off the Map
Mike: Ever wonder how neighborhood titles are created in Google? Have you’d stopped to think about how Maps can define our social reality?
This is a compelling story of a neighborhood in Buffalo fighting for its survival and how a misnamed neighborhood threatened that.
Why Yelp is betting on brands like McDonald’s and Starbucks to help save its ads business
Mike: I guess Yelp has discovered that it is easier to harass a few brands with lots of locations than to harass many small businesses.
Stop Using Zip Codes for Geospatial Analysis — CARTO Blog
Mike: They don’t represent real boundaries, but rather routes. And they don’t represent how humans behave.
A fascinating insight into the history of and marketing misuse of Zip codes.
Why Airbnb, Target, and Walmart are betting on the experience economy
Mike: An infographic that drives home the trend in retail towards experiences, how much more they are worth and who is taking advantage of them.
The Secret To Ranking In Local Search: Ranking in Organic Search
Mike: Adam Steele does a very nice correlation study looking at the relationship of organic ranking and reviews on position in local search. Nothing new but it validates reviews and links as primary drivers of rank.
Adding FAQ Schema: SEO Split Testing Lessons from DistilledODN | Distilled
Mike: Adding FAQ Schema resulted in “uplifts in traffic to commercial pages ranging from 3% to 8%”
Less than Half of Google Searches Now Result in a Click | SparkToro
Mary: If this doesn’t get the anti trust wheels moving, nothing will: “We’ve passed a milestone in Google’s evolution from search engine to walled-garden.”
Google Issues Warning About Leasing Subdomains Or Subfolders
Mary: @rustybrick says: “So we have Google saying this is not against Google’s guidelines directly but it is becoming a problem and some seem to be abusing it. You can expect Google to not rank these pages as well, when Google can determine that these subdomains or subfolders are from third-party organizations.”
Fake Reviews Are Silicon Valley’s Next Fake News Problem | Street Fight
Mary: Toby Scammell explains why authentication is the key to combating fake reviews and it falls on big tech to figure it out.
Local Service Ads for Lawyers are Here: What You Need to Know
@CaseyMeraz watches lawyer’s ads closely. “Why are they so important? Instead of paying for each click, participants now only pay for leads.”
SEO Strategies for Different Business Models – Drift
In this article, Kevin Indig from G2 shares his method for finding the right approach and strategy to optimize SEO for your business model.
A Shark’s Perspective — Episode 156 – Aaron Weiche
Carrie: Kenneth Kinney did a GREAT podcast with Aaron Weiche of GatherUP on whether or not reviews increase sales. Of course they do! 😉 Highly recommend a listen no matter what level you are in local marketing.
ThriveHive’s Found Bytes Podcast
Carrie: Latest found-bytes podcast with David Mihm and Will Scott – they talk about content that moves the needle. A topic I think Will will touch on during LocalU Advanced as well.
How to Get a Customer to Edit Their Negative Review – Moz
Carrie: Miriam Ellis at Moz explores some tips and tactics to get customers to edit their negative reviews. Super helpful tips to have at your fingertips when it’s appropriate to ask for an edit. Sometimes you just need to own the “suck” and learn from it.
Google Local Shows Photos to Match the User Query – And what it Means to You
Carrie: Google is showing images to match the query in your local results (scroll pack most visibly) – not just the image you upload as your logo or cover. So upload TONS of great photos that match the top queries for your brand- file names and descriptions are optional, apparently.
Walmart Keeps On Pushing Back At Amazon — And Wins
Carrie: Interesting take on how Walmart and other large retailers that are embracing online sales can compete with Amazon. Their next-day shipping covers nearly all of the US, while Amazon’s is more metro-focused. Walmart’s next day shipping is more affordable in my experience as well. Consumers are figuring out that you can get A LOT of stuff via WalMart that they don’t sell in stores – Calvin Klein, Lagerfeld, North Face, etc.
35 Online Review Statistics You Need in 2019 – BrightLocal
Carrie: Great set of statistics about reviews that includes “cards” with attribution for presentations, which is a clever content delivery tactic to remember!
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