Google 7 Packs Dropped But Probably Not as Much as MozCast Indicated

Last week, in the wake of the Google’s Local Algo update, MozCast was showing precipitous decline in their tool that measures visibility of the pack. With the access to the actual queries (thanks to Moz for that transparency), Linda (and to a lesser extent I) noticed anamolies, with totally unpredictable results based on previous searching techniques.

The markets have nothing on our industry.

The other reality is that the search results appear to have been changing on a regular basis over the past 72 hours and appear to have not yet “settled” in.  See today’s chart captured below.

What Moz was tracking did decline precipitously. It appears however that the way that Moz was tracking, using the “near” parameter, has been severely affected by this update.  Bottom line seems to be that while there was a drop in 7-Pack displays in the SERPS, the MozCast is probably overstating what the “average user” (which as Cyrus points out below is a mythical baseline) is seeing. I am embedding below the best discussion of this from G+ started by Enrico Altavilla and highlighting what appear to be the best comments about what is known so far:

Sergiu Draganus Yesterday 1:15 PM

+Moz thanks to +Enrico Altavilla and +Mike Blumenthal report the crawling issue was probably identified.

When crawling Google without using a real Local IP address but only the modified URL with the near tag included, for Chicago for example, google SERPs are delivering Organics results for Chicago but the maps pack for the IP location used for crawling – in the next example I have run the search query with an IP from Philadelphia using your custom URL for Chicago.

Please check the results:

Organic & Ads results for Chicago ( used in the near tag ), but maps for Philadelphia, because of the IP location.

Not sure where the IP addresses you are using for crawling Google are located, but we now for sure for that for that location the maps pack got a huge drop.

Pete Meyers – Yesterday 3:29 PM

I am very happy to have people validate #MozCast data – this is a real-time system designed to detect changes on the fly, and that can be tricky. If a change is big enough, the system may not be flexible enough to adapt.

In this case, the situation is complicated. Here’s what I know so far:

(1) This is not a system glitch, in the usual sense. MozCast is collecting data normally, and the numbers accurately measure what the system is seeing (more on that in a moment).

(2) The drop coincides almost exactly with the “Pigeon” roll-out, so we know something is happening. People have verified pack drops, although other have verified packs on queries that previously had no packs. All of this information is anecdotal, so it’s hard to sum it up.

(3) I have been able to manually verify some of the pack drops. However, I have also seen queries where I’m still seeing packs, even though MozCast indicates a drop. In other words, the system doesn’t seem to be either completely wrong or completely right.

(4) I have manually verified that our geo-location methods do not seem to be working they way they did previously. In other words, the system isn’t “seeing” what we expect it to see. This change seems to have happened with the Pigeon update. So, I suspect that Google has made some changes to how they handle and support geo-location (which their public comments suggest as well).

As of today (and, unfortunately, this change happened close to a busy weekend), my best guess is that (a) something did happen, but (b) the change is being exaggerated by MozCast. The question is – how much is it being exaggerated? I don’t have that answer yet.

Anecdotal reports were highlighting changes but not as severe as MozCast was reporting.

(Click the comment flag to view all comments)

Note that the MozChart is continuing to show changes:

Screen Shot 2014-07-28 at 8.39.39 AM

7 Pack Decline of over 60% Reported by MozCast

Update: Moz has provided me with a list of local searches that were returning packs that no longer are. I am sharing this here as a Google Doc. If you draw any conclusions from the data please reshare it.

There has been some discussion at Plus and SearchEngineland about the impact of the recent Local Search algo update on directories and Local Pack results. While the article at SEL was anecdotal this recent data from Moz is less so.

Here is a communication with Cyrus Shepard and Dr. Pete Meyers at Moz about the prevalence of the Pack in results they track:

Out of the 10K keywords MozCast tracks, 5K are localized (to 5 metro areas). On the morning of 7/24, 560/5000 (11.2%) were showing pack results. This morning (7/25), only 212/5000 (4.2%) were showing back results. We saw a 60%+ drop day-over-day.

Local carousels were also down, and one-boxes seems to be up.

When viewing in the context of the Local MozCast the apparent drop in 7-Pack results appears significant. I suppose it is conceivable that they are showing more on searches that Moz isn’t tracking but the Moz sample is large and varied and this is the best overall view so far.

Click to view larger

Google Updates Local Algo with More Web Based Signals – Turmoil in SERPS

Update: Great tip from Joy Hawkins to get a sense of the changes: In fact, if you search for anything you’ll see the results that USED to show in the US yesterday (old algorithm I’m guessing)

Last night just before going to bed reports (h/t to Brian Mayo) started drifting in about missing 7 packs in the real estate results. Map results that had been showing on almost all real estate related searches had disappeared from the results as have DUI lawyers. Around that same time Searchineland reported that Google was reporting a major update to the local ranking algo:

Google has released a new algorithm to provide a more useful, relevant and accurate local search results that are tied more closely to traditional web search ranking signals. The changes will be visible within the Google Maps search results and Google Web search results.

The core changes are behind the scenes, but it does impact local search results rankings and some local businesses may notice an increase or decrease in web site referrals, leads and business from the change.

Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.

In addition, Google said that this new algorithm improves their distance and location ranking parameters.

The Local Search Weather Report is showing higher volatility today and MozCast Feature Graph for local seems to have captured the loss of the 7 pack on a number of searches where it was previously present (although they are showing no decline in the carousel):

Screen Shot 2014-07-25 at 2.02.47 AM

In searches I follow there has been both ups, downs and the disappearance of the pack where it was previously prominent. In one case a detached listing which had been doing well both organically and locally but wasn’t in the pack returned to the pack.

There also appears to be less duplication of results in both the 7-Pack and the organic where the order of the organic and local results mirrored each other. And in this search at least, the radius of the search has been reduced significantly. The three organic top results were all located in the suburb to the east of the city.


Google noted in the SEL article that the changes were rolling out in the US. Curious if Canada or Europe is seeing a similar turmoil. Your observations would be welcome.

Google to SEO’s, Designers & Advertising Agents: You are BACK ON the Map!

On December 31st, 2009 my headline was:

Well as of last night, after almost 5 years, you (as well as web designers, advertising agencies and marketing firms) are back in the Local results in most markets (thanks to Max Minzer for the tip). It appears to be a function of the new Local algo update that was announced last night. I doubt that SEO’s are now back in Google’s good graces but regardless it reflects the big change in the new algo.

Screen Shot 2014-07-25 at 3.07.03 AM
I wanted to show Andrew’s mug before he did.

In November of 2009 here were examples of searches that had lost their local universal results that I noted in a blog post at the time (those in bold are now again showing pack results):

For example none of the following show a Map or Local listing results:
Marketing Firms Boston MA
Local Search Marketing Portland OR
Web Hosting Denver Co
Web Design Los Angeles Ca
Advertising agency NY NY

Google Sends Out Local Sticker with Sophisticated, Personalized AdWords Solicitation

Sticker BackI just received the this Review Us on Google  window sticker enclosed with a very sophisticated and personalized pitch based on the fact that I had a verified Local listing on Google Plus. The sticker was the hook to open the envelope.

Once opened I was presented with a very slick, individualized piece of literature. The flyer showed a localized, personalized Map declaring that was now on the Map and they embedded our business name front and center.

03-Page 1

As you flipped through to page 2, Google pitched the benefits of showing up for a brand search on “” and having our hours and phone show as a mobile knowledge panel. (Unfortunately for Google it doesn’t unless I add a geo-modifier… alas).

From there Google pitches the idea that I can get category level exposure and keyword search results with… (a clue: its not SEO)…. Adwords.

Despite the ironies of our company not showing on a branded search, it is an incredibly effective piece. Even if the stickers are somewhat lame Google has managed to leverage their Adwords budget to highlight their free local offering and tie two historically independent areas of Google together into a package that sells both things.

Too see scans of the complete piece: Continue reading Google Sends Out Local Sticker with Sophisticated, Personalized AdWords Solicitation

Authorship Photos – Sayonara, It was nice to know you

In case you are living under an SEO rock or this is the only blog you are reading, John Mueller announced the end of author photos:

We’ve been doing lots of work to clean up the visual design of our search results, in particular creating a better mobile experience and a more consistent design across devices. As a part of this, we’re simplifying the way authorship is shown in mobile and desktop search results, removing the profile photo and circle count. (Our experiments indicate that click-through behavior on this new less-cluttered design is similar to the previous one.)

For more information on using authorship on pages of your website, check out:


Screen Shot 2014-06-25 at 4.35.47 PMWill become something like

Screen Shot 2014-06-25 at 4.35


Google Promoting My Business from the Front Page

Phil Rosek pointed out that Google is now promoting, worldwide, My Business to SMBs from the front page of search on both desktop AND mobile devices with a slick campaign to get more locations signed up for….not for Plus page…

… but for My Business benefits:

  • Being found in search
  • Connecting and communicating with customers
  • Ease of Use

They couldn’t be giving it better exposure in their world than a lone link below the search box that’s for sure. And they are emphasizing benefits not features. Their deemphasis of Plus couldn’t be more obvious than this campaign.

Screen Shot 2014-06-25 at 8.00.59 AM

There are still some complex barriers for the SMB to cross to get from here to there like SEO, attracting followers, developing a communication strategy and the somewhat unpredictable nature of local search but this is a great start by Google to get business folks in the front door.

The gloves are off. Well done Google.


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Now for the hard part for Google… making the whole world of local social search not just be easy to sign up for but easy to execute in a way that really does bring ALL of these benefits to the SMB.

Man, would I love to know the numbers from this campaign. 🙂

Google My Business iPhone App Now Available

IMG_0074The last leg of the cross platform rollout of My Business is complete- Google announced that Apple just made the iPhone My Business app available in the App Store. With this release Google now gives the SMB the ability to access My Business from the desktop, Android or iPhone.

The  iOS app (available hereL and the Android app (available here are mostly at parity with the desktop version. They provide the ability for a business to edit the business listing (change hours, description etc.), view (but not add) managers, post to Plus, add photos, view local insights, switch pages and accounts and even change the cover and profile photos. That last one seems a bit odd but its in there even if hard to find.

Each component of the basic listing has its own cardThe interface makes effective use of the card metaphor to allow relatively easy editing and uploading of most things. And it even allows a deep drill into the Local insights with as much detail and as many options as the desktop version.

Missing are the add on applications like reviews, Adwords Express and a summary card of full Google Analytics. A minor annoyance is if you have links in your business introduction, you must know HTML to do the edits. None of these are show stoppers by any means and most of these missing items are hardly noticeable with the exception of review monitoring. Google has indicated that is on the way at some point.

The iPhone product works  well. The interface is accessible and useful.Sharing is front and center

Obviously much of an SMB’s basic information doesn’t change from week to week. There is no review feedback and most don’t yet appreciate the analytics.  With the missing review monitor and the failure of insights as a hook for most SMBS one assumes that Google’s goal in this version is to encourage the SMB to post social content.

Sharing is front and centerMost SMBs don’t have the time or the inclination to post to a social network. Besides adding additional reasons that would attract different types of businesses to this app, getting  those who have claimed their listing with Google to post is really Google’s biggest challenge.

There is not yet a totally compelling reason for most businesses to do so. Google has started to give local businesses a reason – the ability to have recent posts show up on the front page of the search results in a business Knowledge Panel. And certainly it is nice seeing Google increase reach for social postings while Facebook is limiting it.

But Google needs to take this whole project further than that if there is to be a groundswell of adoption. There are still multiple barriers to that need to be removed.

Continue reading Google My Business iPhone App Now Available

Google Enters Domain Reselling for SMBs

Google announced today that they are entering the domain registration space with a limited test of the product.  Here is the full announcement from the Google + Your Business page:

Screen Shot 2014-06-23 at 7.49.12 PMIt’s 2014 and it seems obvious, but across laptops, tablets and mobile devices, a website is one of the first places people go to find information about a business. But amazingly, our research shows that 55% of small businesses still don’t have one. 

So as we explore ways to help small businesses succeed online (through tools like Google My Business [] ), we thought it made sense to look more closely at the starting point of every business’s online presence – a website. And that starts with a domain name.

We’re beginning to invite a small number of people to kick the tires on Google Domains [], a domain registration service we’re in the process of building. Businesses will be able to search, find, purchase and transfer the best domain for their business – whether it’s .com, .biz, .org, or any of the wide range of new domains that are being released to the Web. 
Google Domains isn’t fully-featured yet, but we’re giving a small group of people the ability to buy and transfer domains through it and send feedback on their experience. (You currently need an invitation code to do so, sorry!) We want input on all the ways we can help make finding, buying, transferring and managing a domain a simple and transparent experience. We also want to make sure our customer support and infrastructure works flawlessly, and that we have the right additional services (like mobile website creation tools and hosting services from a range of providers, as well as domain management support). We’re working with some of the top website building providers like +Shopify+Squarespace+Weebly, and  to help make that happen.

While we’re still building out all of the features, our goal is to make Google Domains more widely available soon. You can check out the first cut of what we’re working on at

According to MarketingLand the domains will sell for $12 and will cover the .com, .net, .org and .biz TLDs. Obviously this day has been long in coming and long anticipated. With the recent rollout of My Business, Google has a platform to sell from. For this stage of the product Google notes that they will be working with easy to use 3rd party web development platforms.

When viewed in light of  their recent purchase and shut down of restaurant web site creator Appetas, it is easy to envision a fully Google controlled, self provisioned web presence for the small business world. Appetas sold a very elegant web creation tool that  included ‘not just reservations and delivery systems, but social media integrations and mobile websites”.

Both domain reselling and web builders are horizontal markets that do well with scale and both would create a great SMB funnel for Adwords as well a be potentially be profitable in an of themselves.  And all can easily be integrated into the new My Business portal

This though, could also be a data play. Google needs to know who is building a new businesses earlier in the cycle. With this service they will also reach beyond their existing SMB clientele that have already started marketing by claiming in the My Business portal and establish a relationship with these businesses early on.

What does My Business Tell Us About the Future of Google Plus?

The recent rollout of Google My Business provides an interesting view port into the future of Plus. It is the first public major rollout in Local since Larry Page took the helm and since the introduction of Google Plus three years ago.  We can see in this product the widespread use of Plus features but nowhere is Plus even mentioned.

Several months ago rumors were rampant that Google Plus was going the way of the dodo, soon to join a raft of recently abandoned Google products .

However in My Business we see it tightly integrated into the portal. But not as a stand alone product or brand. Interestingly, while Google Plus is integral to the product AND it broadly utilizes Plus, there is NO mention of Google Plus anywhere in My Business.

In this rollout Plus is being positioned as a feature or a service not a product. It is being positioned as part and parcel of Google’s Local offering not as the offering.

Unlike previous product rollouts Google released their mobile app simulataneously with the desktop version. In the mobile app the relationship to Google Plus is particularly obvious or rather not obvious. The user, while using Plus broadly, doesn’t directly interact with it at all.

Screen Shot 2014-06-18 at 1.52.32 PM
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Look at this recent customer communication advising the SMB about the many features and benefits of the  new My Business:

Tips for successful sharing:

Keep your content fresh and public – Share what’s new with your business, important updates from your community and more.

Post exclusive events and deals – Promote special offers and big sales events and ensure great turnouts with Google+ events.

Share beautiful, high-quality photos – Pick up your smartphone or camera and take photos of your window display and your best selling products.

Record a behind-the-scenes tour – Use Hangouts on Air from your laptop to broadcast a video recording of your business or your team in action.

 Respond to your customers – Think of your posts as a dialogue. Respond to comments and follow your followers back.

The email is very action oriented. Everything is about sharing, posting and responding and every feature mentioned takes advantage of Plus but the business, whether using the App or the Dashboard, doesn’t need to be aware even of Plus’s existence to take actions. (Note that the only other brand mentioned is Hangouts On Air, obviously a brand and product that is also being positioned as a stand alone mobile product).

In the past Local was being rammed into Plus. Now Plus, sans the brand, is being integrated as a service into the new local portal as  as a communication tool for SMBs. It is wrapped in the utility of a multifunction portal that increases the value of all the parts and makes them more accessible.

My Business is a product that is tightly focused on serving a large horizontal market segment – small business. It doesn’t address the needs of very large business, multi-location businesses, hobbyists or specific verticals. So one assumes that there are more rollouts that will address these markets.

Time will tell but I think it likely that when Google does address those markets the product and brands will tightly integrate Google Plus as a service. It won’t be dead, it will just be repackaged as a range of services when and if relevant to the market, the brand and most importantly, the app.

It is the App world that Google is facing its largest existential battle and where I think you will see Plus being repurposed as a service across a broad range of targeted apps and mobile brands.

Plus apparently is not going away but it is morphing.

Developing Knowledge about Local Search