I have been involved in local search marketing and local seo for much of the last 16 years. I love local seo and would never declare it dead. It has lots of life.
But it has never been harder, once you have nailed the basics, to get an appropriate ROI. The many changes at Google Local, the increasing fragmentation and competition, the every shifting technology and rapidly evolving new interfaces should force every business and agency to assess the role Local SEO plays in your overall marketing plan.
Join Mary Bowling and myself as we discuss the varied and many influences that are impacting the ROI of local seo. Let me know what you think and how businesses and agencies should respond.
Update: Jennifer Slegg has confirmed with Google that this new ad format is actually rolling out.
Last week while in SMX I noticed a new hyperlocal, very contextual ad unit that appeared above the Local pack and looked more like the local pack then an ad. Google has been on a tear monetizing local of late with the new ad units in Google Maps and Joy Hawkin’s uncovering of their plan to monetize the pack as well as possibly removing additional information from pack results.
This new ad display, for nearby businesses, is perhaps a test. And one that pushes the boundaries of identifying the ads as such with just the single notation at the top of the display.
There is obviously a distance factor in what displays but I also noticed that the business had to be open to appear. When I did this same search after 6:00 pm when several of the businesses had closed, they were no longer included. So in addition to ad quality and relevance, Google is adding proximity and open hours as factors in choosing which ads to display.
As Joy Hawkins pointed out in the Local U Forum: I think it’s definitely possible to show in surrounding cities but not as likely if there are lots of good competitors who are actually in that city with great AdWords accounts.
This new ad display though does give some clues about where Google is going with local ads, what pack ads might be like AND provide an indication as to how far out of the radius of the local pack they might be.
With the advent of Pigeon, Google dramatically decreased the radius within which a business might show in the Local Pack. Google effectively started showing different search results every 5 miles or so thereby increasing the absolute number of businesses that displayed in the Pack results and reducing the opportunity for domination by a few companies. By adding radius and open hours, Google dramatically increases the potential inventory opportunities for themselves to display local ads. And one assumes that over time the reach of these ads might mirror the radius of the Local Pack post pigeon.
I was curious in this first go exactly how far afield the Nearby Ads reached so I mapped the area of both the Local Pack and the Nearby Ads to get a sense of that. The Local Pack, in typical Pigeon fashion, showed the furthest result from my location at about 2 miles. The Nearby Ad on the other hand displayed the furthest location nearly 17 miles away. By the same token the nearest business in the ad to my location was only 1 mile away indicating that with more inventory a much tighter display radius is very likely. It will be interesting to see how Adword quality and relevance are valued compared to distance and open hours. And how these types of ads will impact spammy local results like locksmiths and movers (and botox and law and….).
Clearly both these Nearby Ads and the coming Local Pack ads will allow for early entrants to get increased urban and suburban exposure. But as the value of the ads become more obvious and there is more inventory I assume that not only will the cost go up but the radius and display port will become much much smaller.
And Google will continue its growth in Ad revenue. Even if searches do not increase.
Critical to any complaint plan is figuring out the who, when and where of responding to them. I wanted to understand the consumer perspective so I asked two questions:
When you complain to a local merchant how long is reasonable for them to respond & resolve?
If you have a complaint with a local merchant how would you prefer to express it to the business?
I was surprised by their answers. I guess that national firms have conditioned too many consumers to not expect a quick response. That strikes me as a huge advantage for smaller, more agile firms that can respond quickly and effectively.
I think complaint resolution has a huge ROI and the ability to directly impact your future sales. Figuring exactly how your clients deal with it, will make your job much easier.
Ozzie’s Premium Frozen Yogurt and Gelato is an ice cream shop in Santa Maria, CA that has recently changed hands. And also recently managed to attract both bad reviews and press around the issue.
The press handled their situation with equanimity but the reviewer, feeling scorned, did not.
Who knows the actual facts (like why didn’t the reviewer complain when it happened? and why did the ex-owner chime in at Yelp?) but we do know what they are saying. And its bound to have a negative impact.
First from The Sun Biz spotlight article on June 15th:
A similar review from what appeared to be the same person emerged on Facebook around the same time and was shared many times, Tina said.
The postings stem from an incident on May 28. Tina was working at the restaurant that night when two female customers came in and ordered frozen yogurt and boba tea. They both dined inside the restaurant for a little while before leaving. Later that night, Tina remembers getting a phone call from one of the customers complaining they found two pieces of thin metal inside the boba tea. The pictures posted to Yelp showed two bent pieces of metal—each about the size of a finger—that looked like they came from a wire brush.
This is impossible, Tina said, because a loud rattling noise coming from inside the blender would’ve been apparent. Also, Tina had made the tea herself.
The next evening, Tina said the woman who placed the call returned to the store with another woman, and a heated argument ensued. Tina said that while one woman was arguing, the other appeared to be recording with her smartphone.
Tina believes they were trying to bait her into doing something she didn’t want to do.
“She never gave us a chance to explain anything,” Tina said. “She wouldn’t let me or my husband explain.”
The police were called and things got smoothed out. But Tina claims the negative review impacted her business.
The female employee welcomed me and recognized me from last night. I greeted her probably much more calmly and nicely than most people in this given situation would have. I told her I needed to speak to her about an issue with the drink I ordered last night. When I showed her the wires in the baggy and told her they came out of my boba tea, she blew up on me. She denied everything I was saying, called me a liar and attempted to take the baggy out of my hand to throw it away. She called out the male employee from the back and told him that I put the wires in my drink and that I was just looking to get them in trouble. They both began to yell at me in front of my young sister and they immediately called the police on me, which I was fine with. I knew I hadn’t done anything wrong apart from just walking in there and expressing my concern over their negligence.
I reacted calmly in this situation and with respect for them and their business, whereas I believe most people would have reacted much worse than I. All I wanted was to express myself and my experience that I had with going into their shop for the first time last night, and maybe have them apologize to me for having gone through it; maybe even have them take responsibility for it. But I can understand why they’re wary and didnt apologize or take responsibility for it. To them, I could have manipulated the situation. But I know that the honest truth is from my side of this. I received metal wires in my boba tea that I purchased from this business. They could have damaged my teeth or gums had I chewed them, or if swallowed, could have caused internal bleeding for sure.
As you may (or may not know) I am writing a series about complaints at GetFiveStars. A topic I was hoping to write about was how to “resolve” the “unresolvable” complaint. Any and all good ideas on the topic will be liberally (that’s code for a link) credited.
Whether fact or fiction, this situation of the wire in the tea clearly falls into that area of unsolvable complaints. There was not an easy solution but what transpired, apparently triggered by the owner’s fear, seems to have been the worst of all possible outcomes.
If you were the owner, behind that counter and you were feeling the pain of this complaint, what would you have done to attempt to resolve this? How would you have tried to respond to this customer?
You would hope that most customers would speak up and communicate the problems that they experienced. Unfortunately that’s not what happens. Most of them will just remain quiet, you never know of their problems or dissatisfaction and they stop doing business with you.
In my third post in the Complaint series (soon I will be getting complaints about the many posts….) I address the question of how many people in fact do complain when things go wrong and how many would if you asked…
I think that as a local SEO, one of the things you have to keep your eye on is how much is going paid and preparing yourself and your clients for the fact that Facebook and Google are going to be monetizing, and you have to figure out how to live with it and your client has to figure out how to live with it or play someplace else. I think that’s a growing reality.
Handling customer complaints is one of those areas where most local businesses drop the ball. Yet its an area that has disastrous downsides and such an incredible upside for the business when handled properly.
But first we need to understand the things that are likely to trigger complaints. Join the discussion at GetFivesStars on understanding the question:
I have just published my first of a number of articles (I am at 4 and counting) dealing with the question of customer complaints: 5 Good Things About Customer Complaints. These articles will cover ideas, processes and research to help you understand the whys and wherefores of complaints and how their successful resolution can really benefit a business.
Thank you for your help and guidance.
Before I started working in Local SEO and Local Marketing, I grew up in and ultimately helped run a local family business. My father never made it to one of my Little League Games. As a single parent that was working 60 hours a week that is not a big surprise.
When I ran the company I still spent 55 hours a week engaged in the business although I did manage to make it to my children’s sporting events but only by the grace of having my face glued to my cell phone email.
I came away from that experience with a deep and abiding respect for the people that create and run their own local business that is often built on blood, sweat and more than a few tears. But also a realization that many basic business practices were not in place or out of reach to the typical business.
My approach to Local Search was always to put myself in the shoes of these business and try to understand what they were feeling. And that is now even more true with GetFiveStars. We have created a tool that can help every local business be better.
Since helping create GetFiveStars 3 years ago I started to shift my focus from the initial parts of the customer journey via search to the many parts of their journey that begins with the sale.
I firmly believe that it is an area that local businesses can dramatically improve and that will show huge returns going forward. It’s an area where I can provide incredible value to businesses and actually make their very hard lives easier. This is even more true as local search results becomes less and less visible due to the many changes in search.
As the success of GetFiveStars continues I will be devoting more writing time to questions of improving a customers post sale experience and engaging them for retention and marketing.
Yesterday (first reported on Twitter by Craig Harkins, an SEO manager at InterContinental Hotels Group) Google switched virtually every hotel profile photo in their Hotel Local Pack results from an exterior to an interior shot.
While Google ostensibly offers businesses the ability to set this profile photo for their own business, that appearance of “freedom” to a large extent is a sham. Business wishes be damned, Google is going to make the choice that optimizes their monetization of local.
A businesses’ photo that Google shows as their profile photos has always been a business’s most important photo, creating that critical first impression to the searcher. There is no photo seen in more places on Google, in more apps, more screens and on more devices than that photo… from Google Maps to Plus and most importantly search. And a business probably has no image of them seen more widely than this one anywhere.
Google has always offered up the ability to add your own photos and with the Google MyBusiness upgrade in early 2015 appeared to allow business to choose the profile photo. From the Google post at the time: Starting today, you can tell us which image you’d like to appear when customers search for your business on Google. Their recent API upgrade also touted this as a new feature.
The reality has always been quite different. The image Google showed was actually determined by their algo and by their preference. If your choice was consistent with that preference your choice might have been left to stand. But if you were so presumptuous as to choose an image that was contrary to their preferences say a logo, odds were Google would change the image.
Thus choosing an image that best represented your business was a crap shoot and as a business owner you would never know exactly what would show.
When I inquired about this practice of ignoring business preferences a few years ago I was told that the images were selected to improve the Map experience. IE an exterior photo that would help a person know what they were looking for when traveling was preferable to an image like a logo that offered no real world benefit. That at least was an understandable if arrogant decision.
I know I have said this before but this change, clearly for commercial reasons, should put everyone on notice that their listing at Google is for Google’s well being and any benefits that you may accrue are rented not owned. And unlike a normal business relationship you never know when the lease will expire.
The only option open to the Hotel owner and any business for that matter is to make every photo at Google count and don’t count on that carefully chosen profile photo showing. And pray.