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Google Places SEO: Ranking Factor Correlations + Tips and Tricks for Local. Rand Fishkin, CEO & Co-founder, SEOmoz November 2010. Correlation Data. Methodology. 220 Search Queries 20 US Cities

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google places seo ranking factor correlations tips and tricks for local

Google Places SEO: Ranking Factor Correlations + Tips and Tricks for Local

Rand Fishkin, CEO & Co-founder, SEOmoz

November 2010

slide3

Methodology

  • 220 Search Queries
  • 20 US Cities
    • Albuquerque, Atlanta, Austin, Baltimore, Boston, Cleveland, Denver, Fresno, Indianapolis, Las Vegas, Louisville, Memphis, Miami, Milwaukee, Nashville, Omaha, Portland, Sacramento, Seattle, Tucson
  • 11 Queries per City
    • attorneys, book stores, car wash, dry cleaner, gyms, hospitals, hotels, ice cream, parks, restaurants, yoga studio
  • Analyses of Web + Places Results
  • Spearman’s Correlation of “Better” Results (e.g. lower ranking number, higher PageRank, etc.)
slide6

Interesting Web Results

  • mozTrust, mozRank, PageRank all ~0.2
  • Links, linking domains, PA, DA, DmR, DmT also ~0.2
  • Links to Page slightly better than links to Domain
  • Keyword matching in URLs, titles not well correlated
slide7

Interesting Places Results

  • Domain link metrics slightly better than Page metrics
  • Matching the city name in the URL has a surprisingly high negative correlation with ranking in Places
  • Matching the city name in the title/business name has a relatively high positive correlation with ranking
  • Owner verification has a low positive correlation
slide8

More Interesting Places Results

  • Quantity of “more about this place”, “reviews from around the web”, Google Places reviews and “related maps” were all 0.16 - 0.20
  • Star rating + # of reviews from Google users were much lower 0.06 – 0.10
  • # of linking root domains had highest correlation of link metrics 0.12 (PageRank was the lowest)
slide10

For cities, the algo’s probably the same. But for query/biz types…?

“Table 3 shows the results from the ANOVA analysis. City is not a significant source of variation for any of the variables, suggesting that Google’s algorithm is the same for all cities. However, for 9 of the 24 variables we can reject the null hypothesis that business type is a not significant source of variation in the correlation coefficients at =0.05. This is highly unlikely to have occurred by chance. Unfortunately there is a caveat to this result. The results from ANOVA assume the residuals to be normally distributed, but in most cases the residuals are not normal as tested with a Shapiro-Wilk test.”

slide12

Register Your Business

www.google.com/local/add/businessCenter

slide13

Optimize Names + Titles

Likely gets higher visibility / CTR too

slide14

Optimize Names + Titles

Customize and complete every detail you can – hours, photos, categories, etc.

slide15

Get Listed Everywhere

Yes, even at the “hippest guide to the lesbian scene”

slide16

Prioritize Listing Sources where High-Ranked Results are Listed

Where are these top 4 results included?

slide17

Make sure to nail address, name, phone number, category consistency

Every listing on these sites needs to match up precisely

slide19

Get Listed in Google Custom Maps

Consider reaching out to these types of map creators

slide20

Don’t Just Optimize on Google

These sites will likely send great local traffic too

slide24

Getting “Location Agnostic” Results

http://www.google.co.uk/search?q=your+query&gl=us

slide26

Distance from Centroid

These are the distances!

slide28

Rand’s Opinion: Some “Sources” Matter More

Look at a few dozen listings in your city; the sources appearing higher may be more valued than the lower ones

slide30

Ratings: The New “Reviews”?

http://blumenthals.com/blog/2010/11/22/google-places-are-ratings-the-new-reviews/

slide31

Don’t Use 1-800 Numbers!

http://blumenthals.com/blog/2010/11/18/google-places-do-800s-put-your-listing-in-places-purgatory/

slide33

Whitespark/Ontolo Local Citation Tool

http://www.whitespark.ca/tools/local-citation-finder/search.php

slide34

Location 3 WhitePaper

http://www.location3.com/local-search-tips

slide35

David Mihm’s Local Ranking Factors

http://www.davidmihm.com/local-search-ranking-factors.shtml

slide36

Q+A

Rand Fishkin, CEO & Co-Founder, SEOmoz

  • Twitter: @randfish
  • Blog: www.seomoz.org/blog
  • Email: rand@seomoz.org