Online marketing can be a confusing game for the local business. Mike Blumenthal has a great infographic showing how one might split up one’s efforts to impact search and social.
WebProNews interviews ionadas local CEO Brian Combs, and asks, Is Groupon Helping or Hurting Businesses?
WebProNews interviewed Brian Combs at PubCon Vegas 2010 at the beginning of November. The discussion primarily focused on the changes recently made to Google Places.
For the last few months, ionadas local and Sentient Services have been engaged in research in the local SEO space. The survey uses heat mapping to reveal how the reader’s eye typically tracks geographically-based search result content, giving web developers and advertisers valuable insights into creating page layouts optimized to attract and retain viewers’ attention.
It was to be the first published survey of eye tracking patterns as applied to local search techniques. We planned to publish the research under a Creative Common Attribution 3.0 license.
Twelve days ago, however, Google released Google Place Search, and completely changed the Search Engine Results Page (SERP) for local queries. One could argue that this invalidates our hard work.
“No so fast!” I retort in my best Lee Korso voice.
There are currently multiple page types for local queries. One of them draws much of its structure from the old 7-pack. It’s reasonable to assume that many of our findings apply to this new SERP as well.
And our most surprising finding certainly still applies. The conventional wisdom has been that the map itself should be one of the greatest draws on the page. Our research found that the map actually receives very little attention. Most people hardly notice its presence at all.
If anything, this should be even more the case with the new SERPs. Google has moved the map to the right, where paid advertising usually languishes. Most users have spent the last fifteen years learning to ignore that part of the page. I believe it is unlikely to be noticed now.
So, even with the changes, we’re publishing our research report and the heatmaps:
- Research Paper (.pdf, 11.1MB)
- Heatmap One (.jpg, 147KB)
- Heatmap Two (.jpg, 152KB)
- Heatmap Three (.jpg, 135KB)
- Heatmap Four (.jpg, 127KB)
This research and this report are © 2010, ionadas local LLC and Sentient Services, LP.
They are being published under a Creative Commons Attribution 3.0 license, allowing businesses, organizations and individuals to download, use and reproduce the data in their own promotional and research efforts providing proper attribution is made.
Proper attribution means listing the above copyright statement and including links to www.ionadas.com and www.sentientservices.com for web usage. For other uses, the copyright statement, www.ionadas.com and www.sentientservices.com must be listed.
Any of the above conditions can be waived if you get permission from ionadas local LLC.
By now, you’re likely seeing Google’s new search results for local queries. Big G has been testing this for a few months now, and the rollout looks about like we expected it to.
It’ll take some time to tease out what exactly they’ve done, but at a high level it appears that the new ranking algorithm is a combination of the old Google Maps and organic algos. This is great news if you have strong organic optimization. You’re probably seeing improved rankings today.
If you’re targeting local queries without a local presence, however, life just got harder for you. For most queries, I’m seeing only a couple of organic listings above the fold. This is about the same as for the old page structure, but additional organic listings are multiple clicks down the page now. You’ve got a grand total of four spots on the first page of results. Good luck.
The seven local listings are now spread out down the page, with only one or two above the fold. This greatly increases the need to be at the top of the Google Places listings.
So, get to work building citations and encouraging your customers to place reviews!