The document discusses how user behavior and engagement with local business listings on Google affects their search rankings. It outlines seven "sandboxes" where users can interact with listings, including search results, maps, and business profiles. The author provides tips for businesses to encourage clicks, reviews, and interactions in each area to send positive signals to Google's algorithms. The overarching goals are to make listings stand out amongst competitors and provide a good user experience to build trust with Google.

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

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

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My theory:
it’s all like a sandbox

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2 assumptions about Google…

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Assumption 1: Google knows everything

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Assumption 2: Google judges everything

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

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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
“

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

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Obvious win: Get lots of people into a room

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

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How can you send Google
more behavioral clues
every day, starting today?

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

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1. Main search results
2. Branded search results
3. Your knowledge graph
4. “People also search for”
5. Google Places page
6. Website
7. “Maps” view

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The goal(s):
collect more clicks
+ clicks from all over.

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

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Engagement area 1:
main search results

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Goal:
Become the obvious
search result to click on

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Get a catchy business name

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Get a catchy business name

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Get a catchy business name

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Use a Google Places “descriptor”

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Reviews, reviews, reviews

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Reviews, reviews, reviews

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Upload attractive photo(s)

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Engagement area 2:
branded search results

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Goal:
avoid pogo-sticking

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Punchy title + description tags

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Make pages based on autocomplete

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Make pages based on autocomplete

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Get on Google’s favorites

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

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Engagement area 3:
your knowledge graph

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Goal:
turn your knowledge graph into
Play-Doh

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Catchy photo and many reviews

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Photos in posts

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Engagement area 4:
“people also search for”

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Goal:
steal clicks from competitors’
branded results

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Upload flashy 1st photo

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Upload flashy 1st photo

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Upload flashy 1st photo

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Engagement area 5:
Google Places page

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Goal:
get people to click through
- or click to call.

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Google reviews!

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Google reviews!

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Nice cover photo

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Detailed description w/ links

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Google posts that link to posts / subpages

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Google Business View photo shoot

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Google Business View photo shoot

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Google Business View photo shoot

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Google Business View photo shoot

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Engagement area 6:
your site

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Goals:
1. avoid pogo-sticking
(esp. bounces)
2. push users deeper

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

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

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

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Use CrazyEgg

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Engagement area 7:
“Maps” view

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Goal:
urge visitors to look up
driving directions

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Encourage driving directions

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Embed the RIGHT Google map

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Embed the RIGHT Google map

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Embed the RIGHT Google map
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).

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Bonus tip:
Give Google Plus reviewers
manual directions

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Ask reviewers to search manually
1. Go to Plus.Google.com
2. Or to Google.com
3. Don’t send everyone a link!

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What’s the bigger picture?
a few principles

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

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Thanks!

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Phil Rozek
localvisibilitysystem.com
twitter: @philrozek

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Resources / further reading
• # 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