Take the 2018 Moz Local Search Marketing Industry Survey

Posted by MiriamEllis

Local search marketing is a dynamic and exciting discipline, but like many digital professions, it can be a bit isolating. You may find yourself running into questions that don’t have a ready answer, things like…

  • What sort of benchmarks should I be measuring my daily work by?
  • Do my clients’ needs align with what my colleagues are seeing?
  • Am I over/undervaluing the role of Google in my future work?

Here’s a chance to find out what your peers are observing and doing on a day-to-day basis.

The Moz Local Search Marketing Industry Survey will dive into job descriptions, industries served, most effective tactics, tool usage, and the non-stop growth of Google’s local features. We’ll even touch on how folks may have been impacted by the recent August 1 algorithm update, if at all. In-house local SEOs, agency local SEOs, and other digital marketers are all welcome! All participants will be entered into a drawing for a $100 Amazon gift card. The winner will be notified on 8/27/18.

Give just 5 minutes of your time and you’ll get insights and quotable statistics back when we publish the survey results. Be sure to participate by 8/24/2018. We sincerely appreciate your contributions!

Take the Local SEO Survey Now

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 2 months ago from tracking.feedpress.it

Looking Beyond Keywords: How to Drive Conversion with Visual Search & Search by Camera

Posted by Jes.Scholz

Let’s play a game. I’ll show you an image. You type in the keyword to find the exact product featured in the image online. Ready?

Google her sunglasses…

What did you type? Brown sunglasses? Brown sunglasses with heavy frame? Retro-look brown sunglasses with heavy frame? It doesn’t matter how long-tail you go, it will be difficult to find that exact pair, if not impossible. And you’re not alone.

For 74% of consumers, traditional text-based keyword searches are inefficient at helping find the right products online.

But much of your current search behavior is based on the false premise that you can describe things in words. In many situations, we can’t.

And this shows in the data. Sometimes we forget that Google Images accounts for 22.6% of all searches — searches where traditional methods of searching were not the best fit.

Image credit: Sparktoro

But I know what you’re thinking. Image SEO drives few to no sessions, let alone conversions. Why should I invest my limited resources into visual marketing?

Because humans are visual creatures. And now, so too are mobile phones — with big screens, multiple cameras, and strong depth perception.

Developments in computer vision have led to a visual marketing renaissance. Just look to visual search leader Pinterest, who reported that 55% of their users shop on the platform. How well do those users convert? Heap Analytics data shows that on shopping cart sizes under $199, image-based Pinterest Ads have an 8.5% conversion rate. To put that in context, that’s behind Google’s 12.3% but in front of Facebook’s 7.2%.

Not only can visual search drive significant conversions online. Image recognition is also driving the digitalization and monetization in the real world.

The rise of visual search in Google

Traditionally, image search functioned like this: Google took a text-based query and tried to find the best visual match based on metadata, markups, and surrounding copy.

But for many years now, the image itself can also act as the search query. Google can search for images with images. This is called visual search.

Google has been quietly adding advanced image recognition capabilities to mobile Google Images over the last years, with a focus on the fashion industry as a test case for commercial opportunities (although the functionality can be applied to automotive, travel, food, and many other industries). Plotting the updates, you can see clear stepping stone technologies building on the theme of visual search.

  • Related images (April 2013): Click on a result to view visually similar images. The first foray into visual search.
  • Collections (November 2015): Allows users to save images directly from Google’s mobile image search into folders. Google’s answer to a Pinterest board.
  • Product images in web results (October 2016): Product images begin to display next to website links in mobile search.
  • Product details on images (December 2016): Click on an image result to display product price, availability, ratings, and other key information directly in the image search results.
  • Similar items (April 2017): Google can identify products, even within lifestyle images, and showcases similar items you can buy online.
  • Style ideas (April 2017): The flip side to similar items. When browsing fashion product images on mobile, Google shows you outfit montages and inspirational lifestyle photos to highlight how the product can be worn in real life.
  • Image badges (August 2017): Label on the image indicate what other details are available, encouraging more users to click; for example, badges such as “recipe” or a timestamp for pages featuring videos. But the most significant badge is “product,” shown if the item is available for purchase online.
  • Image captions (March 2018): Display the title tag and domain underneath the image.

Combining these together, you can see powerful functionality. Google is making a play to turn Google Images into shoppable product discovery — trying to take a bite out of social discovery platforms and give consumers yet another reason to browse on Google, rather than your e-commerce website.

Image credit: Google

What’s more, Google is subtly leveraging the power of keyword search to enlighten users about these new features. According to 1st May MozCast, 18% of text-based Google searches have image blocks, which drive users into Google Images.

This fundamental change in Google Image search comes with a big SEO opportunity for early adopters. Not only for transactional queries, but higher up the funnel with informational queries as well.

kate-middleton-style.gif

Let’s say you sell designer fashion. You could not only rank #1 with your blog post on a informational query on “kate middleton style,” including an image on your article result to enhance the clickability of your SERP listing. You can rank again on page 1 within the image pack, then have your products featured in Similar Items — all of which drives more high-quality users to your site.

And the good news? This is super simple to implement.

How to drive organic sessions with visual search

The new visual search capabilities are all algorithmically selected based on a combination of schema and image recognition. Google told TechCrunch:

“The images that appear in both the style ideas and similar items grids are also algorithmically ranked, and will prioritize those that focus on a particular product type or that appear as a complete look and are from authoritative sites.”

This means on top of continuing to establish Domain Authority site-wide, you need images that are original, high resolution, and clearly focus on a single theme. But most importantly, you need images with perfectly implemented structured markup to rank in Google Images.

To rank your images, follow these four simple steps:

1. Implement schema markup

To be eligible for similar items, you need product markup on the host page that meets the minimum metadata requirements of:

  • Name
  • Image
  • Price
  • Currency
  • Availability

But the more quality detail, the better, as it will make your results more clickable.

2. Check your implementation

Validate your implementation by running a few URLs through Google’s Structured Data Testing Tool. But remember, just being valid is sometimes not enough. Be sure to look into the individual field result to ensure the data is correctly populating and user-friendly.

3. Get indexed

Be aware, it can take up to one week for your site’s images to be crawled. This will be helped along by submitting an image XML sitemap in Google Search Console.

4. Look to Google Images on mobile

Check your implementation by doing a site:yourdomain.cctld query on mobile in Google Images.

If you see no image results badges, you likely have an implementation issue. Go back to step 2. If you see badges, click a couple to ensure they show your ideal markup in the details.

Once you confirm all is well, then you can begin to search for your targeted keywords to see how and where you rank.

Like all schema markup, how items display in search results is at Google’s discretion and not guaranteed. However, quality markup will increase the chance of your images showing up.

It’s not always about Google

Visual search is not limited to Google. And no, I’m not talking about just Bing. Visual search is also creating opportunities to be found and drive conversion on social networks, such as Pinterest. Both brands allow you to select objects within images to narrow down your visual search query.

Image credit: MarTech Today

On top of this, we also have shoppable visual content on the rise, bridging the gap between browsing and buying. Although at present, this is more often driven by data feeds and tagging more so than computer vision. For example:

  • Brahmin offers shoppable catalogs
  • Topshop features user-generated shoppable galleries
  • Net-a-Porter’s online magazine features shoppable article
  • Ted Baker’s campaigns with shoppable videos
  • Instagram & Pinterest both monetize with shoppable social media posts

Such formats reduce the number of steps users need to take from content to conversion. And more importantly for SEOs, they exclude the need for keyword search.

I see a pair of sunglasses on Instagram. I don’t need to Google the name, then click on the product page and then convert. I use the image as my search query, and I convert. One click. No keywords.

…But what if I see those sunglasses offline?

Digitize the world with camera-based search

The current paradigm for SEOs is that we wait for a keyword search to occur, and then compete. Not only for organic rankings, but also for attention versus paid ads and other rich features.

With computer vision, you can cut the keyword search out of the customer journey. By entering the funnel before the keyword search occurs, you can effectively exclude your competitors.

Who cares if your competitor has the #1 organic spot on Google, or if they have more budget for Adwords, or a stronger core value proposition messaging, if consumers never see it?

Consumers can skip straight from desire to conversion by taking a photo with their smartphone.

Brands taking search by camera mainstream

Search by camera is well known thanks to Pinterest Lens. Built into the app, simply point your camera phone at a product discovered offline for online recommendations of similar items.

If you point Lens at a pair of red sneakers, it will find you visually similar sneakers as well as idea on how to style it.

Image credit: Pinterest

But camera search is not limited to only e-commerce or fashion applications.

Say you take a photo of strawberries. Pinterest understand you’re not looking for more pictures of strawberries, but for inspiration, so you’ll see recipe ideas.

The problem? For you, or your consumers, Pinterest is unlikely to be a day-to-day app. To be competitive against keyword search, search by camera needs to become part of your daily habit.

Samsung understands this, integrating search by camera into their digital personal assistant Bixby, with functionality backed by powerful partnerships.

  • Pinterest Lens powers its images search
  • Amazon powers its product search
  • Google translates text
  • Foursquare helps to find places nearby

Bixby failed to take the market by storm, and so is unlikely to be your go-to digital personal assistant. Yet with the popularity of search by camera, it’s no surprise that Google has recently launched their own version of Lens in Google Assistant.

Search engines, social networks, and e-commerce giants are all investing in search by camera…

…because of impressive impacts on KPIs. BloomReach reported that e-commerce websites reached by search by camera resulted in:

  • 48% more product views
  • 75% greater likelihood to return
  • 51% higher time on site
  • 9% higher average order value

Camera search has become mainstream. So what’s your next step?

How to leverage computer vision for your brand

As a marketer, your job is to find the right use case for your brand, that perfect point where either visual search or search by camera can reduce friction in conversion flows.

Many case studies are centered around snap-to-shop. See an item you like in a friend’s home, at the office, or walking past you on the street? Computer vision takes you directly from picture to purchase.

But the applications of image recognition are only limited by your vision. Think bigger.

Branded billboards, magazines ads, product packaging, even your brick-and-mortar storefront displays all become directly actionable. Digitalization with snap-to-act via a camera phone offers more opportunities than QR codes on steroids.

If you run a marketplace website, you can use computer vision to classify products: Say a user wants to list a pair of shoes for sale. They simply snap a photo of the item. With that photo, you can automatically populate the fields for brand, color, category, subcategory, materials, etc., reducing the number of form fields to what is unique about this item, such as the price.

A travel company can offer snap-for-info on historical attractions, a museum on artworks, a healthy living app on calories in your lunch.

What about local SEO? Not only could computer vision show the rating or menu of your restaurant before the user walks inside, but you could put up a bus stop ad calling for hungry travelers to take a photo. The image triggers Google Maps, showing public transport directions to your restaurant. You can take the customer journey, quite literally. Tell them where to get off the bus.

And to build such functionality is relatively easy, because you don’t need to reinvent the wheel. There are many open-source image recognition APIs to help you leverage pre-trained image classifiers, or from which you can train your own:

  • Google Cloud Vision
  • Amazon Rekognition
  • IBM Watson
  • Salesforce Einstein
  • Slyce
  • Clarifai

Let’s make this actionable. You now know computer vision can greatly improve your user experience, conversion rate and sessions. To leverage this, you need to:

  1. Make your brand visual interactive through image recognition features
  2. Understand how consumers visually search for your products
  3. Optimize your content so it’s geared towards visual technology

Visual search is permeating online and camera search is becoming commonplace offline. Now is the time to outshine your competitors. Now is the time to understand the foundations of visual marketing. Both of these technologies are stepping stones that will lead the way to an augmented reality future.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 4 months ago from tracking.feedpress.it

Google updates recipe markup for Google Search & Google Assistant

Google requires that the recipeIngredient and recipeInstructions properties for recipes work on Google Assistant.

The post Google updates recipe markup for Google Search & Google Assistant appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 5 months ago from feeds.searchengineland.com

Multifaceted featured snippets begin rolling out in Google search results

Google updates the search results features with an expanded featured snippet targeting broad, nuanced queries

The post Multifaceted featured snippets begin rolling out in Google search results appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 7 months ago from feeds.searchengineland.com

Search Engine Land’s Community Corner: Local SEO survey results, a new book on influencer marketing & SEO Christmas jumpers

As we head into the slow holiday stretch, the news likewise takes a breather. Of course Google did surprise the search community this week by confirming some algo updates, starting a new webmaster video series, and moving Eric Schmidt into a non-Executive Chairman of the Board position. Elsewhere…

Please visit Search Engine Land for the full article.

Reblogged 10 months ago from feeds.searchengineland.com

5 local search tactics your competitors probably aren’t using

When you and your competitors are all adhering to local SEO best practices, how can you differentiate your business from the rest? Columnist Sherry Bonelli has some ideas.

The post 5 local search tactics your competitors probably aren’t using appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 10 months ago from feeds.searchengineland.com

Unfiltered: How to Show Up in Local Search Results

Posted by sherrybonelli

If you’re having trouble getting your local business’ website to show up in the Google local 3-pack or local search results in general, you’re not alone. The first page of Google’s search results seems to have gotten smaller over the years – the top and bottom of the page are often filled with ads, the local 7-pack was trimmed to a slim 3-pack, and online directories often take up the rest of page one. There is very little room for small local businesses to rank on the first page of Google.

To make matters worse, Google has a local “filter” that can strike a business, causing their listing to drop out of local search results for seemingly no reason – often, literally, overnight. Google’s local filter has been around for a while, but it became more noticeable after the Possum algorithm update, which began filtering out even more businesses from local search results.

If you think about it, this filter is not much different than websites ranking organically in search results: In an ideal world, the best sites win the top spots. However, the Google filter can have a significantly negative impact on local businesses that often rely on showing up in local search results to get customers to their doors.

What causes a business to get filtered?

Just like the multitude of factors that go into ranking high organically, there are a variety of factors that go into ranking in the local 3-pack and the Local Finder.

Here are a few situations that might cause you to get filtered and what you can do if that happens.

Proximity matters

With mobile search becoming more and more popular, Google takes into consideration where the mobile searcher is physically located when they’re performing a search. This means that local search results can also depend on where the business is physically located when the search is being done.

A few years ago, if your business wasn’t located in the large city in your area, you were at a significant disadvantage. It was difficult to rank when someone searched for “business category + large city” – simply because your business wasn’t physically located in the “large city.” Things have changed slightly in your favor – which is great for all the businesses who have a physical address in the suburbs.

According to Ben Fisher, Co-Founder of SteadyDemand.com and a Google Top Contributor, “Proximity and Google My Business data play an important role in the Possum filter. Before the Hawk Update, this was exaggerated and now the radius has been greatly reduced.” This means there’s hope for you to show up in the local search results – even if your business isn’t located in a big city.

Google My Business categories

When you’re selecting a Google My Business category for your listing, select the most specific category that’s appropriate for your business.

However, if you see a competitor is outranking you, find out what category they are using and select the same category for your business (but only if it makes sense.) Then look at all the other things they are doing online to increase their organic ranking and emulate and outdo them.

If your category selections don’t work, it’s possible you’ve selected too many categories. Too many categories can confuse Google to the point where it’s not sure what your company’s specialty is. Try deleting some of the less-specific categories and see if that helps you show up.

Your physical address

If you can help it, don’t have the same physical address as your competitors. Yes, this means if you’re located in an office building (or worse, a “virtual office” or a UPS Store address) and competing companies are also in your building, your listing may not show up in local search results.

When it comes to sharing an address with a competitor, Ben Fisher recommends, “Ensure that you do not have the same primary category as your competitor if you are in the same building. Their listing may have more trust by Google and you would have a higher chance of being filtered.”

Also, many people think that simply adding a suite number to your address will differentiate your address enough from a competitor at the same location — it won’t. This is one of the biggest myths in local SEO. According to Fisher, “Google doesn’t factor in suite numbers.

Additionally, if competing businesses are located physically close to you, that, too, can impact whether you show up in local search results. So if you have a competitor a block or two down from your company, that can lead to one of you being filtered.

Practitioners

If you’re a doctor, attorney, accountant or are in some other industry with multiple professionals working in the same office location, Google may filter out some of your practitioners’ listings. Why? Google doesn’t want one business dominating the first page of Google local search results. This means that all of the practitioners in your company are essentially competing with one another.

To offset this, each practitioner’s Google My Business listing should have a different category (if possible) and should be directed to different URLs (either a page about the practitioner or a page about the specialty – they should not all point to the site’s home page).

For instance, at a medical practice, one doctor could select the family practice category and another the pediatrician category. Ideally you would want to change those doctors’ landing pages to reflect those categories, too:

Doctorsoffice.com/dr-mathew-family-practice
Doctorsoffice.com/dr-smith-pediatrician

Another thing you can do to differentiate the practitioners and help curtail being filtered is to have unique local phone numbers for each of them.

Evaluate what your competitors are doing right

If your listing is getting filtered out, look at the businesses that are being displayed and see what they’re doing right on Google Maps, Google+, Google My Business, on-site, off-site, and in any other areas you can think of. If possible, do an SEO site audit on their site to see what they’re doing right that perhaps you should do to overtake them in the rankings.

When you’re evaluating your competition, make sure you focus on the signals that help sites rank organically. Do they have a better Google+ description? Is their GMB listing completely filled out but yours is missing some information? Do they have more 5-star reviews? Do they have more backlinks? What is their business category? Start doing what they’re doing – only better.

In general Google wants to show the best businesses first. Compete toe-to-toe with the competitors that are ranking higher than you with the goal of eventually taking over their highly-coveted spot.

Other factors that can help you show up in local search results

As mentioned earlier, Google considers a variety of data points when it determines which local listings to display in search results and which ones to filter out. Here are a few other signals to pay attention to when optimizing for local search results:

Reviews

If everything else is equal, do you have more 5-star reviews than your competition? If so, you will probably show up in the local search results instead of your competitors. Google is one of the few review sites that encourages businesses to proactively ask customers to leave reviews. Take that as a clue to ask customers to give you great reviews not only on your Google My Business listing but also on third-party review sites like Facebook, Yelp, and others.

Posts

Are you interacting with your visitors by offering something special to those who see your business listing? Engaging with your potential customers by creating a Post lets Google know that you are paying attention and giving its users a special deal. Having more “transactions and interactions” with your potential customers is a good metric and can help you show up in local search results.

Google+

Despite what the critics say, Google+ is not dead. Whenever you make a Facebook or Twitter post, go ahead and post to Google+, too. Write semantic posts that are relevant to your business and relevant to your potential customers. Try to write Google+ posts that are approximately 300 words in length and be sure to keyword optimize the first 100 words of each post. You can often see some minor increases in rankings due to well-optimized Google+ posts, properly optimized Collections, and an engaged audience.

Here’s one important thing to keep in mind: Google+ is not the place to post content just to try and rank higher in local search. (That’s called spam and that is a no-no.) Ensure that any post you make to Google+ is valuable to your end-users.

Keep your Google My Business listing current

Adding photos, updating your business hours for holidays, utilizing the Q&A or booking features, etc. can help you show off in rankings. However, don’t add content just to try and rank higher. (Your Google My Business listing is not the place for spammy content.) Make sure the content you add to your GMB listing is both timely and high-quality content. By updating/adding content, Google knows that your information is likely accurate and that your business is engaged. Speaking of which…

Be engaged

Interacting with your customers online is not only beneficial for customer relations, but it can also be a signal to Google that can positively impact your local search ranking results. David Mihm, founder of Tidings, feels that by 2020, the difference-making local ranking factor will be engagement.

engagement-ranking-factor.jpg

(Source: The Difference-Making Local Ranking Factor of 2020)

According to Mihm, “Engagement is simply a much more accurate signal of the quality of local businesses than the traditional ranking factors of links, directory citations, and even reviews.” This means you need to start preparing now and begin interacting with potential customers by using GMB’s Q&A and booking features, instant messaging, Google+ posts, responding to Google and third-party reviews, ensure your website’s phone number is “click-to-call” enabled, etc.

Consolidate any duplicate listings

Some business owners go overboard and create multiple Google My Business listings with the thought that more has to be better. This is one instance where having more can actually hurt you. If you discover that for whatever reason your business has more than one GMB listing, it’s important that you properly consolidate your listings into one.

Other sources linking to your website

If verified data sources, like the Better Business Bureau, professional organizations and associations, chambers of commerce, online directories, etc. link to your website, that can have an impact on whether or not you show up on Google’s radar. Make sure that your business is listed on as many high-quality and authoritative online directories as possible – and ensure that the information about your business – especially your company’s Name, Address and Phone Number (NAP) — is consistent and accurate.

So there you have it! Hopefully you found some ideas on what to do if your listing is being filtered on Google local results.

What are some tips that you have for keeping your business “unfiltered”?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 11 months ago from tracking.feedpress.it