I came across a rather interesting discovery while doing some research for one of my small business clients today: it seems to take only one Local advertiser (different from a standard Web Search advertiser) to trigger an entirely new set of PPC results in Google Local.
The easiest explanation is probably by example -- consider the difference between the following searches:
dog sitters walnut creek ca vs. dog sitters san jose ca
When one types in a search term with a geographic qualifier to Google web search (like 'Dog Sitters Walnut Creek CA'), Local results often appear above the organic listings, as has been documented in recent months by Bill Slawski, Matt McGee, and Blumenthals. The PPC ads shown on the top and right-hand sides of the pages are your basic run-of-the-mill Adwords text ads.
"Web Search" Results for 'Dog Sitters Walnut Creek CA':
For this particular query, Local search (found by clicking on the Maps tab in the Google Utility bar or the bold link that says "Local Business Results for...") looks largely similar. The same advertisers that were on the OneBox results page show up in the same positions on the Local page.
"Local" Results for 'Dog Sitters Walnut Creek CA':
Not too fascinating, I know. But look what happens when we try a similar search in a larger metro area (San Jose), with a slightly more web-savvy set of small businesses.
"Web Search" Results for 'Dog Sitters San Jose CA':
Now look at the Local Results page for the same query--only ONE advertiser!
"Local" Results for 'Dog Sitters San Jose CA':
What seems to be happening is this: Google's Adwords algorithm is set up to show 'Web Search' ads on 'Local' search results pages by default. But if there's even ONE advertiser who has made the effort to create a 'Local' ad, ONLY the 'Local' advertiser inventory is shown, without filling in the rest of the space with the default 'Web Search' ads.
Google Local is obviously in relative infancy, and it's doubtful that Google will pass up the opportunity to show a hybrid set of ads in the future. We'll surely be seeing more and more Local advertisers going forward as well. But as Local results gain more prominence in OneBox results, and users become more comfortable with them, this far less competitive environment seems like a great opportunity for small business clients who don't have the budget to spend a ton of money on normal PPC.
I would encourage small business marketers to take the time to create 'Local' ads in addition to (or even instead of) traditional 'Web Search' text ads -- not only do you get to upload a cool little custom icon for your business, but there's a decent chance your site will completely dominate the right-hand side of Local results.
Good observation. Timely post as I was just having a similar conversation with a client yesterday and set up his local business ad (this will make him very happy to be the only advertiser underneath the map).
Now my question is, how are the local results A B C D E determined? Google's support page is quite lean on info and I couldn't find clearcut answers via search engines. My client happens to be an adoption agency and currently holds the top organic result for "city + adoption." However, the top result for local/maps is an individual social worker, not an agency, without a website (apparently included in maps by virtue of her YellowPages inclusion), beating out a good 13 other local competitors. Can anyone offer some insight into how local results are ranked and how to optimize for Google Local/Maps?
I have been hoping to get that information as well, Linda. The best I have found, mostly from reading Matt McGee and the other Search Engine Land bloggers, is that it is some combination of title / listing information, user reviews, incoming links to one's website, and number of references in external data (phone book data from InfoUSA, etc).
But I would LOVE for someone to publish a more solid strategy for the organic local results!
yes, from my experience those results are from Yellow Page ads.
I haven't a clue how the results are determined either. I'd like to see some info as well!
This is a fantastic post because it exposes a truly valuable tactic that so many folks in the world of local search can take advantage of. Thanks, David - you rock :)
Note to Self - Spend more time on the PPC side of the SEM world...
Thanks Rand, I was happy to share it with the SEOmoz community because you all have given me so many tips that have truly helped ME get started in SEO.
I'd be interested to know if people are finding that this phenomenon holds true for places other than the Bay Area. It seems to be true for every industry I tried with local geo-targets this morning, but I have very few clients outside the Bay Area, and didn't have the time to check a wide range of other locations before I posted it this morning.
Update: I just did a few random searches for geo-qualified San Diego, Seattle, Austin, and Denver searches and it does seem to be true. Random less tech-y areas like Hartford, Phoenix, Houston seemed to have fewer Local advertisers...all the Local pages were defaulted to the 'Web Search' PPC inventory.
A great post David, thanks.
Note to Rand: we'd love to see more PPC stuff here on the moz ;)
speaking of ppc, I think I might get more into ppc maybe try to convert more sales through it, seems like some people are banking $$$ with ppc.
PPC on its own doesn't mean an increase in conversions. That's "get rich quick" mentality. PPC only converts better if one condition is satisfied:
You're driving more targetted, or better qualified traffic with it.
If you're driving vegetarians to a steak appreciation website, it doesn't matter what you use, it ain't gonna work dude.
hmm did any one say anything about get rich quick? Nope, Were bringin in most of our traffic for competitive key terms, but we are heading towards ppc too, and yes you can make very good money off ppc, I have a friend that is bring ing over 100k a month through ppc and only putting around 10k into it a month.
The ideas is to get the right paying keywords, and profit off them ;).
I think there's real value in Local ads right now for precisely this reason. Maybe you're not going to get a ton of traffic, but it's very targeted, and your ROI should be phenomenal when you're not bidding against tens of other advertisers.
As Ciaran said,
Fantastic post, one observation though...
Your post assumes that the default view in Google Local is Text View but I believe the default is actually Map View (at least it is for me). In Map View, the AdWords ads are often, but not always, tucked away at the bottom of the organic results so there might not be a lot of clicks since the ad is fairly hard to come across.
But hey if there's no competition then it can't hurt any...
Good point, Todd.
There are only usually 4-5 'Web Search' ads in Map View anyway, in my experience, so you have fewer competitors there as well, even if you don't do the Local Ad.
The great thing about a Local Ad in Map View is that a custom icon tends to really stand out against the standard red balloons, since the map becomes the focus of the page, even if your ad text runs underneath the 'organic' results on the left rail.
Good eye, I didn't even notice "Map View" it's kinda obscure. I really wonder how the average searcher finds Google Maps in terms of usability. Gosh I wanna bring some neighbours in off the street and sit them down and run them thru some tests!!
Linda - Matt McGee had some thoughts on the local results from Google. We have played with it a bit with getting ourselves (Prime Advertising) into the top 3 for web design in our city (view). Some of Matt's items are proving true, but the biggest and the first step is making sure all things are correct in the Google Local Business Center ... Matt's #1. I would say that most do not have #1 squared away.
:) As I posted ...so did David with Matt's post ... too slow.
Yeah, but you linked directly to the right post -- for some reason I couldn't find it in my bookmarks! :)
Aaron, that's a great find, thanks.
Bill Slawski's SEO By the Sea post was also helpful, stressing proximity https://www.seobythesea.com/?p=470 but how accurate is that? Is it based on who your IP provider is? If so, my IP provider is in another suburb. I definitely don't see results ranked by closest location to me.
Personally I would love to see some user behaviour studies done on the one box. Is it ignored like PPC *can* be? Do people trust the results? My client said "nobody's going to click on the "more local business results" link" Is that true? Do they? Do they notice the sponsored local business ads on the maps page? What's the deal with the "non classified establishments" link? For my adoption query, I click thru and get results for an industrial park, fine wines, a convenience store, and hair replacement!!
OK don't get me started on any more rants on this...there are some good points over at webmasterworld https://www.webmasterworld.com/google/3236958.htm that I agree with, now your top organic ranking is competing with blue box (now yellow) results and local listings without websites. Your #1 organic position can look like #10!
*sigh*
Linda- User behavior studies would be great ... can someone round up a couple thousand users for us? haha. I'm writing a post, prompted by this one for tomorrow on our blog so check that out.
I'm tempted to think that most users would NOT click on the "more local results" ... but I'm also amazed at the physical real estate and the layout Google is giving to the local results box. I'm not a Google conspiricy guy, but it really makes me feel like they are trying to push people to use the Biz Center to submit and manage their biz info ... a big winner for them in the long run (more accurate info, results, GOOG-411 service info, coupons and so forth).
I'm also going to be documenting some experiments on gaining the top 3 spots as I have a few customers sitting at G or H and crying to crack A,B or C. We'll see what happens!
Rounding up 1,000 users? No probs, I got Jakob Nielsen on the phone.
Linda, all great questions.
While I don't have the answers, my guess is that people do in fact trust One Box results more, and I wouldn't be surprised if people do click for more results...
there is a much higher chance that they are already seeing results that they recognize and may even identify with, so this might carry a much higher confidence level of receiving "good" results.
And I think we'll see better and closer location results. Mobile based search is already working towards that with GPS.
So while a little more challenging, SEs know that this will probably benefit regular local results as well... you are more likely to feel that you are getting better results if they are recognizable and closer to your location, and I'm sure that transfers over to the PPC market as well... familiarity breeds clicks.
And one more reason to drive personalized services... once Google (or any other engine) has your address from signing up for one service or another, and they can tap into that information to deliver personalized search, they may focus more and more on proximity based results. "Search results, coming to a neighborhood near you!"
I'm going to lend a voice of research here... It's based on where you're searching for, based on where it considers the central location of that place to be (you can use Google Maps to see where it thinks they are).
And people do indeed click them. However, people are less inclined to click first result simply because it's first, and to look for location and go with that. Hence Local Business Centre is good. However, note that also, it's good to have your business in a central location.
David, thanks for pointing out what a tremendous opportunity Local advertising is. You don't happen to work for Google do you. ;)
I have had one very successful campaign in Vegas with Local results. It's a B2B service and definitely geared towards web-savvy professionals. The traffic we get from our local result is extremely well targeted and converts very well.
Ha! No, this post isn't in the Shoemoney vein at all. But I'd certainly welcome a link from the Google blog if they felt so inclined. :)
I'm glad we're all discussing this. While we're on the subject of Google Maps here's another observation of mine. "City+Adoption" shows COMPLETELY different results than "City+Adoption Agency", the latter showing only one local result, and 4 results for the same city name in a state which happens to be right next to the Canadian border. Also noticed that we got another Local Business Ad competitor overnight... Ahh the moving target that is search marketing...
Hmm...I set this up for my company and haven't seen the expected results yet. I'm keeping a close eye on things though and if I continue to see a discrepancy I'll be sure to chime in again here.
I've used local search ads with a few clients, but don't get very much traffic. Maybe 5/day vs 600/day on a standard search.
I like it though. I never knew that at all. This is why this type of forum is so great.
Thanks!
Cool thanks, I gave it a try for Web Design Stuttgart
Nice find :) Keep up the good work ;)
Great post! We will definitely be going through our ads to ensure we have 'Local' ads as well. Great analysis and diagrams.
Excellent post. This is a great example of where PPC ads can be very beneficial if configured correctly. Will certainly make use of this as long as Google keeps the opportunity open.
David,
Very nice find! Your post has inspired me to become a registered member rather than a lurker. ;)
Keep up the good work!
--Gilbert
I loved it so much I bought the company have used it as an example in a presentation!
;)
Note - bought the company should be lined out - but it doesn't work!
David, you should try this out with the hotel category, there's some pretty interesting stuff there!
Yes, it seems like many hoteliers are using Local ads already, even in some pretty small markets. I notice that a lot of them are doing a nice job of branding with their custom icons, Hilton in particular.
And they are performing incredibly well too! We are seeing really good traffic volumes, high conversion rates, as well as great ROIs. Definitely something everybody should be doing for local businesses.
Great post David!
I did lots of search myself based on what you described. The results I got vary from industry to industry, from location to another. There is no pattern to follow, it's just that, for the time being you should already be within the niche. Or at least these are the conclusions I draw.
Okay, here's another issue, and this reminds me, I went thru this last summer with Google's Adwords support and I really think they need to give us advertisers more control over how the Local Business Ads are displayed.
My first beef with LBA's is that you must use the official name of your site/business, and you can't prevent these ads from showing in regular PPC listings in regular serps. If you turn on optimized delivery (showing higher CTR ads more often, assuming that keyword rich ad titles get better CTR) but then you can't do a very good split test can you? The Adwords help suggested breaking the ad into its own ad group and giving it its own keywords. Well great, now I'm cannibalizing my regular campaigns.
My second beef is that you don't get as much room for writing your 2 lines of ad text. Again, not as compelling ad text in some cases.
There was no better workaround to this last year and unless one of you have a better suggestion, unfortunately, this is enough cause for me to pull the local business ad yet again. :-(
Linda,
You might try changing the name of your business in Local Business Center to something that has the keywords you would like + then re-submitting that listing and changing the ad to that headline. Obviously you can't change for each keyword you are advertising on, but changing it to "City Adoption Agency" rather than "Name Adoption Agency" might work for some of the bigger ones?
Well the name does include the main keyword. But sometimes you want to have a more intriguing headline like "Pregnant?" (Well I guess we wouldn't use that for the LBC ad group anyway -- local results for "pregnant" ha ha).
Another facet of Google Maps is the reveiws feature
I think SEO by the Sea's article I linked to in a previous comment mentioned that this might influence rankings in Google Maps, but I can see the potential for abuse. Also, would a large number of negative reviews in proportion to positive reviews be recognized? Will Google be able to determine relevance and the best customer experience? In my opinion, Google should not use reviews as a ranking factor (not saying they are)
This is an excellent find!
I personally haven't experimented with local search, but this is something that we definitely need to look deeper at (for PPC and SEO).
It's definitely worth doing, but a few things to keep in mind:
1. Google maps is still a very small percentage of the map market and only accounts for about 1% of Google searches. Combine that with the fact that you have demoted (adwords-type) placement, and I wouln't hold out too much hope that it will bring you lots of traffic.
2. Google is doing a lot of experimentation with all this local stuff so this info might get outdated fairly soon.
But like I said, for the few minutes it takes to setup, it's probably worth doing.
For sure, I've noticed outdated information already for our own company.
How many total searches does Google handle a day? I'd always say yes to a small slice of a big pie if it made sense for my client's business...
Wow, great observation! This is definitely an area that needs to be explored further.
The real question is how to get better natural placement on google local results.
I have found that being linked from local directories, chambers, business groups, is a big help.
This IS a great post. Congrats for being observant enough to spot this but clever enough to figure it out. Nice!
David,
fantastic find and interesting fodder for more discussion, testing and research. This will no doubt be a very fast moving target as local gets more and more attention and focus, both from SEs and users.
Local and mobile is of course the blossoming frontier, and will probably become the most important to gain a strong foothold in. Not to mention, financial impact will probably dwarf the global arena many times over.
Great Post and observation. Local listings is sure a thumbs up and putting yourself on google map.Will be doing some research on this and see how the results shows up.
David - only read the post and Rand's comment buit I'll probably be aping what everyone else has said as well - brilliant! First time on YouMoz & you knock it out of the park. Good work!
Thanks Ciaran. I'm just glad to contribute something that others feel is proving useful :)
Showing my utter ignorance in terms of PPC - is Local AdWords available outside of the US (ie UK)?
Yep - looks like it: Google help on the subject (I hope that works even if you're not logged in).
We don't run any at the moment though...
We do. Neh ne neh ne neh neh!
Actually, it's really cool with some of the geotargetting you can do.
This is GREAT!
I work exclusivly with Yellow Page companies Nationwide doing PPC. I'm going to have to spend the rest of the afternoon researching and reading up on Local.
Thanks for the added resources outside of the moz and keep them coming.
i had been playing around with trying to improve rankings in google local maps for some time now and have yet to figure out how to optimize my listings or how G is deciding to rank these. looks like i'm not the only one pulling my hair out over this one.
one thing i noticed that's not menmtioned here: when i do any search that brings up the the local search results and map, it obvoiously leaves less room for regular organic listings. what i am seeing now is organic listings for page 1 under any sponsored ads and the local search. the organic results on page one are listed as 1-7. when i click on to patge 2, i then get results 11-20. so what happened to 8,9, & 10???
Google doesn't number their results. It's whatever browser add-on you are using that is numbering the results the way you mention.
Super post David!!!
I hope it stays this way for a while.
Great and fascinating post. Definitely a good catch on your part and an interesting read. Keep it up!