Social Signal Search...And Other Silliness

The world of search is changing folks, and changing rapidly.

I have been utterly absent from this blog for over 6 months. Not because of laziness, although my dog who watches me from the couch most days might disagree. I have been working to stay ahead of--or at least keep up with-the curve of change that is impacting how I do business in my market.

First, local businesses are asking me everyday about what they're supposed to be doing with social media. Keep in mind, our small firm hangs its shingle out as a "SEO, PPC, and Social Media" firm. Social is LAST on that list. But not anymore.

Second, Google and Bing (and Yahoo, to an extent) are incorporating information and recommendations from our social circle into our search results. The most obvious example (below) can be done by clicking "more search tools" and then choosing "social" from the list. Friends in your social circle who have shared, recommended or in anyway endorsed a website relevant to your search query will be tagged accordingly.

Pretty cool, huh? And this doesn't just occur through the "social" filter. This is happening in your old fashioned, garden-variety results page, too.

Now, I would LOVE to brag that my firm's website in Little Rock ranks 4th on Google for "seo" but that would mean that I was doing some serious black hat seo. Instead, Google's algorithm is using my own recommendation and figuring that I need a reminder that I recommended my own site via Google's +1 program.

And see what Bing is doing with integrating Facebook "Likes" into my search for "political news"?

So you see that the world of search is changing. The search engines are gradually shifting their results to better reflect a balance of both website authority (how relevant is a particular website based upon its content and other websites that link to it) and social recommendations (how many people within YOUR social circle are recommending the website through likes, tweets, posts, etc). Will this provide us with better results? Google, Bing, and Yahoo are betting on Yes.

This brings me back to our business model. This is a game changer for search engine optimization "experts" (by the way, if someone is a seo or social media "expert"...walk away---quickly). We now have to advise clients how to utilize their social networks better in order to help their organic rankings on the search engines. How do businesses do that? That's an evolving answer.

One thing seems certain to me, anyone working in marketing better start thinking holistically. It's time for all us in the business of helping businesses start thinking about placing the social experience in the center of the marketing wheel with the channels radiating outwards from it. Our social connections have always influenced who we do business with, but now technology has amplified the power of those social signals. The social connections your business has (or doesn't have), and how you leverage them, will eventually influence the effectiveness of ALL your marketing channels.

What are your thoughts? Is all this social stuff just silliness?

Hug a Small Business Today

Stepping away for a moment from talking about search engine marketing to step on a soapbox...and then make you an offer.

First the soapbox:

Shop at a local small business today. Actually, make an effort to buy locally whenever you can. It may not always be logistically or financially possible or prudent to do so, but if you can...do it.

Small businesses are the engine of our economy. Consider these numbers about small businesses:

• They represent 99.7 percent of all employer firms.
• They employ about half of U.S. workers.
• They pay 44 percent of total U.S. private payroll.
• They accounted for 65 percent (or 9.8 million) of the 15 million net new jobs created between 1993 and 2009.

That's pretty heady stuff. With those kinds of numbers, there's a good chance that your neighbor (or you!) are dependent on a small business for income. It's vitally important that we recognize that. If you recall, in this post, I talked about my parents' pride of owning and running a small bakery in Arkansas. It's one of the reasons that my partner and I chose to open an internet marketing firm with the goal of helping small businesses succeed. 

I took stock of my own shopping behaviors this week and realized that approximately 70% of the time I went to a chain retailer/business when I could have just as easily gone to a local business and bought nearly the same product for nearly the same price. Sure, sometimes it was slightly more expensive, but not always. Besides, isn't paying an extra 10-15 percent worth it if it helps out your local economy? At least every now and then?

Now the offer:

In an effort to "put our money where our mouth is," we're vowing to frequent small businesses whenever we are out, and if you catch us checking-in via Facebook or Twitter at a local business...we're going to give you a free, 1 hour, local search marketing consultation.

Here's how it works:

1. Follow our Twitter feed at @searchinglocal or "Like" our Facebook page.
2. When my partner and I are out and shop at/use a small business, we will tweet our location and post a status update on our Facebook page with the following tag: #SMBzRocks!. 
3. If you own  a business and see our Twitter check-in or Facebook page update in your feed, send us a message or comment on the update letting us know that you saw it! 
4. In return, Copeland Search Marketing will provide you with 1 hour free consultation on local search marketing. We'll sit down at your business location and help you with your local business listings, evaluate your website, and give you some pointers as to how to improve your overall internet presence. You've got us for an hour--for free!
5. No obligation whatsoever to use our services from then onward. 

We know how hard it is for small businesses to stay on top of all the internet marketing and social media trends. Many business owners know they need to have a presence on Google....they know they should be using some social media...they know they should improve their website, but there never seems to be enough time to figure out what to do and how to do it. Copeland Search Marketing will get you started.

And again, if you don't do anything else, at least make an effort to spend your money with a local business this week--and every week. If small businesses are the engine of our economy, then you, me, and everyone else are the fuel. Let's get pumping!

Pew's 2010 Generations Report Sheds Light On Who Uses The Internet

As we wrap up 2010, it seems like a good idea to take a look at where we have been....and where we are going. The Pew Research Center’s Internet American Life Project recently released (12/15)  its 2010 survey results about how different age groups use the internet. There are some interesting take-aways worth examining.

First, here's a summary of the results below:

(And here's a link to the complete Pew Research "Generations 2010" Report.)

Lots of great stuff here, but what jumps out for me is that this survey wipes out the notion that older Americans, especially those 65+, don't use the internet much. Take a look:

1. 80-90% of those 65-73 and 70-80% of those 75+ use search engines to look for information, products, or businesses.
2. The fastest growth among those using social networking sites is the 74+ age group growing form 4% in 2008 to 16% in this year's survey.
3. Americans between 56 and 73 saw an increase of more than 20% over last year in watching online video.

For small to medium size business owners that are debating how to best target the 56+ age group, you would be wise to start including website optimization, pay per click advertising, and social network/online video exposure into your marketing plans for the new year. My hunch is that these trends will not reverse in 2011, but will only intensify as older Americans start to use the internet in more interactive ways. 

So, consider...

• Creating online videos which talk about your business/products/industry in an informal and conversational way. Cost of production and hosting of online videos has dropped precipitously this past decade, and videos are easy to share online. The viral aspect of online video that is on one hand entertaining, but on the other hand informative, makes it a compelling--although elusive--advertising medium.
• Leveraging social networking sites. By all means, create a Facebook page and Twitter feed, but don't think it's that easy. Update the page often with informative and helpful posts (not just shameless pleas and self-congratulating pats on the back). The same is true of Twitter. Get into conversations with the community about things that you are passionate about...and the path to talking about your business via social networking will happen naturally. 
• Starting a pay per click campaign with Google, Bing/Yahoo. Because older adults use search engines at a high percentage (over 80%), promoting your business brand on search engine results pages is a great way to reach that target audience. But use caution about doing your own PPC campaign. There are lots of example of business owners who got in over their heads and never saw the ROI they had hoped for. Use or consult with a professional internet marketing firm.

In the coming weeks I'll write a post on each of these strategies and get into more details. For now, chew on that in between your Christmas leftovers.

Google Talks Local Search

Just a quick post this morning following up on my last two posts about local search ranking factors.

This is a helpful introductory video from Google in which their local search ranking factors are discussed (albeit briefly), including Google products like Hotpot, Tags, and Boost. Let me know your thoughts and questions by leaving a comment below.

Local Search Ranking Factors and Chasing Google's Tail

Several days ago I posted about the importance of intent in search, in particular the growth of local intent--users searching with the goal of finding local information (maps, businesses, products, etc.). Google's response to this has been giving their Places listings more prominence in the search results pages. In some cases, organic listings are now pushed 2/3rds the way down the page.

I wanted to talk a little more about what variables seem to be a factor in ranking a local business in the Places section (Yahoo and Bing's local business sections, as well). Full disclosure here: most of what I say has come from a very thorough study conducted earlier this year by blogger David Mihm who writes about local search issues. In his study, local search experts were asked to rate the importance of 69 criteria with respect to their influence on rankings in the Google, Bing and Yahoo Local "Universal" search algorithms.
Here are the top 5 criteria:

1. Claiming your listing. You MUST claim your listing with Google (Bing and Yahoo, too). Having said that, simply claiming it may not cause your listing to jump to the head of the pack. However, editing your listing (after claiming) and updating the information (see #2 - #5) can make a huge difference. It takes about 10 minutes to go through the process of claiming your Google Places listing. Be sure you are at your place of business as Google will need to call your business phone to verify you are the owner. You can opt to verify your listing by mail, but be prepared to wait 2 to 3 weeks to get that done.
2. Having a business address in the search. A lot of business owners don't understand this, but to rank well in Google Places you have to have a physical address in the city included in the search query. If a searcher is looking for "memphis barbeque restaraunts" but your BBQ place is actually located in West Memphis--just a few miles away--chances are you won't be included near the top of Places listings. Now, if there are few options for your business category in the searched-for location, then Google may choose to display your business listing--even if it's in a nearby city.
3. Associating the Places page with the proper category. After you claim your listing, you'll have the opportunity to choose the relevant category(s) for your business. Associating the correct category is essential. You can also choose multiple categories, but be sure the first one listed is the one with the best fit to your business. 
4. Number of citations from major data providers & internet yellow page (IYP) providers. Citations are listed on Places page near the bottom (see example below):

You can see that our listings on Yellowpages.com and Yahoo Local are cited here, as well a link to our website. These citations are pulled from Google's index and lend credibility to the listing. So the lesson here is don't just rely on a Google Places listing, but work to get as many citations as possible through websites, portals, and IYP providers.
5. Importance of customer reviews. The number of reviews associated with your business seems to continue to be a factor in ranking. Unfortunately, it is the quantity and NOT the quality of reviews that matter...at least at this point. I know Google is sensitive to this issue and is looking at ways to balance the importance of reviews for consumers with their abuse through spamming and false positive/negative review-writing. Below you see the results for "little rock restaurants" and the number of reviews posted next to each business: 

Sites/apps like Yelp, UrbanSpoon, CitySearch, TripAdvisor, and OpenTable all send their feeds to Google, and figure into the number of reviews. It would be wise for businesses to aggressively pursue reviews from customers, although how to ethically do so is an important consideration as well.

Are these the only 5 ranking factors you should pay attention to? Not at all. I encourage you to do a thorough read-through of David's results to get a more complete picture of what the local search community thinks is important. Understand, however, that everyone's experiences are different. And what works for some businesses in some locations doesn't necessarily work for everyone. That's why hiring a local search firm (like ours!) can cut down on a lot of wasted time and guess work. Afterall, you have better things to do that chase after Google's tail. 

Local Intent and Google Places

Here's a wake up call, business owners: Approximately 20% of online searches on Google have a local intent. That number is even higher (perhaps double) when people search on a smartphone.

What is "local intent," you ask? Generally speaking, the search query must be "related" to a location. You may type in "Memphis dentists" or "designer shoes Dallas" and in doing so expressed a desire for Google to display local merchants. Things get a little more tricky when someone searches for "Japanese sushi." The search engine now has to make an educated guess to determine if you're looking for a local sushi bar....or perhaps doing some research on the history of sushi, for instance.

Nonetheless, we are talking upwards of 3 billion (that's right, BILLION) searches PER MONTH on Google that have "local intent."

You own a local business? Listening now?

This is all brings me to the screenshot below:

Google has adapted to this growing number of local searches by displaying their results differently if they detect  a local intent in your search. Above, you see a screenshot from my search for "little rock gyms." The first 7 listings (above the red line in the area labeled "L") are all from Google Places. These are free business listings creating by Google using information indexed from a variety of online sources. Let me make this clear: these first 7 listings have NOTHING to do with your website's optimization or popularity. So don't assume that because your website is SEO-friendly that it guarantees a first page placement on Google.

As a matter of fact, the first natural or organic listing we see is two-thirds way down the page below the red line. We can also see that only 4 organic results are even listed on the first page of Google for this search query. Everything above is free listings with Google Places.

The take away from all this:

1) Claim your FREE Google Places listing using a service like GetListed.org. As the owner of the business, you can claim and edit it for accuracy and add more information. (Stay tuned for a post about this soon)

2) Don't assume that because these free listings are dominating the display of the results pages that you no longer need to worry about optimizing your website. That would be a tragic mistake. Your Google Places listing may display for the exact location of your business, but in all likelihood it will not when users search using a slightly different location (suburb, neighborhood, etc.). Your will want your website optimized so that you don't fall off the map when different search queries are used.

3) Related to #2...remember that people search using a wide variety of search words, phrases, and locations. If you haven't installed an analytics tool on your website like Google Analytics, then do so soon. It will allow you to track a variety of data about your website, including what keywords phrases people are typing in when they find your website.

The local search scene is evolving as people continue to use search engines and mobile phones more often to find local information. As a business owner, it's imperative (that's not hyperbole, folks. I'm serious.) that you stay on top of how Google, Bing, and Yahoo display your website and business information.

Google Instant Search - Personalized

Some of you may have noticed that when searching on Google, search results are now suggested in real time as you type in the search query. This isn't exactly new news in that Google rolled this out earlier this year. But it may be news to you if you didn't realize the suggestions are personalized.

Let's take a look:

When I began typing in the word, "hiking," Google's algorithm went to work and gave me suggestions based on the popularity of similar searches among Google users everywhere. So we have the suggestions of "hiking gear," "hiking trails," and "hiking boots." Sounds very reasonable. But surely, "hiking in arkansas" isn't THAT popular of a search query around the country? It's not, but Google is aware of my location (in Arkansas) via a number of different methods, including tracking my IP address and using information gleamed from my numerous Google accounts (gmail, calendar, etc.). So Google offers me (not you in Oklahoma) the suggestion of "hiking in arkansas." Good to know.

Let's take a look at another example:

Now I begin by typing "arkansas" and Google makes some logical suggestions like "arkansas business" and "arkansas revenue offices" - both popular searches in state. However, "arkansas seo" stands out as unusual to most of you. Surely there aren't THAT many people searching for "arkansas seo"? There aren't. This time Google is using my own search history on the browser to suggest a search query. Since I sometimes search for seo (search engine optimization, for you newbies) services in my home state (gotta keep up with the competition!), Google thinks it's a relevant suggestion for me - and it is. If you, however, try typing in "arkansas" in Google, it's highly unlikely you will be given the same set of suggestions.

Business owners, this is an important thing to remember. If Google knows your location (and it probably does) then your search suggestions and results will be biased (or more relevant--depending on how you look at it). So before you brag about how popular your company website is, and that Google even suggests it when typing a search query, take a breath and remember that what Google shows you is NOT what Google shows the rest of the world.  Say hello to instant personalized search!

One other thing of note: Google Suggest has morphed into Google Instant--which is more or less the same thing. Google Instant adds another layer in that the results themselves will change as you type to match the most popular suggestions. Give it a try and you'll see.

Learn more about Google Instant.  Don't want your Google search customized to your personal search history? Learn how to turn off personalized search on Google.