What Kinds of “Contacts at Google” Can Local SEO Companies Have?

What Kinds of “Contacts at Google” Can Local SEO Companies Have?

https://www.flickr.com/photos/infomastern/12407730413/in/photostream/

Some local SEO companies tout “contacts” at Google who can straighten out problems (like competitors’ spam or a penalty you think you’ve received).  Sometimes that suggestion is plain untrue, other times it’s an exaggeration, and most times it’s irrelevant and won’t help you.

Knowing the specific type of “contact” your company has (or claims to have) at $GOOG can help you avoid wasting time, and it can help you determine how aboveboard your company or consultant is.

If your local SEO people (current or prospective) hint they’ve got any kind of “in” at Google, ask for specifics, like what department that person is in, and how your company or consultant knows him or her.  Your local SEO-er may be referring to one of several kinds of Google connections:

1. Google Analytics or AdWords Certified Partner status.  Based on the number of mangled local SEO campaigns I’ve seen run by “Certified Partners,” I can say with confidence that any benefits of working with a “Partner” company don’t translate into a better-policed Google Map.

2. Dedicated AdWords rep (unlikely).  If your SEO people do AdWords, and if they have enough ad-spend in the accounts they manage, they may have what resembles a relationship with an AdWords rep.  How’s that relevant to Google Maps and your plight there?  Well, you may have spent a chunk of dough on ads for keywords  for which your competitors rank well as a result of obvious Maps-spam.  In that case, an AdWords rep might escalate the issue with the Google My Business department more quickly than you (or your SEO company) could through the usual channels.  But that may happen even without a dedicated rep (see next point).

3. Random AdWords rep.  If your SEO company doesn’t manage Rubenesque accounts, they (and you) probably will probably get a different AdWords rep every time you’ve got a problem.  So your ability to contact a rep doesn’t mean your SEO-ers have what I’d call a “contact” at Google.  Still, that Googler’s limited usefulness for Google Maps concerns is the same as what I described in my “Dedicated AdWords rep” point (above). 

4. Google My Business support rep du jourMaybe your SEO people have tweeted at Google My Business support, or posted at the forum – maybe more than once – and perhaps got some issues resolved.  That doesn’t mean they’ve got a special “in” at Google, or that he or she can or will help you now or in the future. 

5. “Top Contributor” at the Google My Business forum.  For the most part, TCs are extremely generous with their time and provide a valuable service.  But they are volunteers, and not Google employees.  TCs interact with Googlers semi -regularly, but those Googlers have very limited power to work on Maps issues big or small, partly because the Maps department sees high turnover.

https://www.flickr.com/photos/stevenpisano/17255430203/

6. Googler acquaintance.  Does your SEO person play squash with a Google employee?  Did they go to high school together?  Did they have a 5-minute conversation at a conference?  That’s nice, but it’s not an “in” that will help you.  Google handles (or neglects) damn near every problem algorithmically, on a scale that can squash whole industries and local economies.  One lowly, Google-bus-riding employee can lob only so many thunderbolts from the skies.

7. No “contact,” but a good track record of getting Google Maps edits approved.  Even in full-on embellishment mode, your SEO people probably wouldn’t characterize a good edit-history as a “contact,” but rather as “having sway” or as “Google listens to us,” or some such thing.  Perhaps the SEO people don’t have that track record, but know someone who does.  In any case, though that kind of puffery would concern me, a good spam-fighter may be the most-useful “contact” you can have in this age of shrinking Google employees and planet-eating algorithms.

Is there a type of contact at Google I forgot to mention?

Any war stories about a Googler who was surprisingly helpful (or useless)?

Leave a comment!

What Kinds of “Contacts at Google” Can Local SEO Companies Have?
Source: Local Visibility System

5 Types of Google My Business Descriptions That Go Boom

5 Types of Google My Business Descriptions That Go Boom

https://www.flickr.com/photos/eggplant/6579003815/

Few business owners have used the Google My Business “description” field, now that it’s returned.  Even fewer make their description do any work.

Google wiped out businesses’ descriptions when it retired GMB descriptions a couple of years ago.  Most ranged from spam to clutter.  Given the cyclical nature of everything in Google Maps, I’m sure it’s just a matter of time before every business on the local map has a Cheez Whiz description again.

Until then, you can craft a GMB description that makes more of the right people more likely to take the next step you want them to.  Also, if users’ behavior matters to Google at all, a sticky description may help your rankings over time.

I can think of 5 basic types of descriptions I’ve seen (or helped create), each with different approaches to the same goal.  Here are 5 species of Google My Business descriptions that might work for you:

Kill-Shot

This type of description is brief, gets across your USP, and asks the searcher to take the next step.

Different call-to-action here – a baby step:

For a bricks-and-mortar store, you might want to deploy a “come on down”:

You and Me

The “You and Me” sounds like its name: in it you don’t talk about your business or about customers in the third-person voice.  It’ll sound less stuffy, if you do it right.

Saying “we” / “us” / “our” might also work.

The above example is from Mike Blumenthal’s most-visible client – often among the first to make good use of new Google My Business features.

Strength in Numbers:

Your GMB description is a good place to wheel out impressive numbers and other specifics.

Brass Tacks

Google gives you 750 characters, and shows the first 250 characters before truncating your description, but maybe you don’t need that many characters to say exactly what you do.

In this kind of description, you assume the right searcher knows what the next step is.  That’s one difference between it at the “Kill-Shot.”  The other difference is that the “Brass Tacks” description is more matter-of-fact and less emotion-driven.

Carpe Diem (AKA “The Homepage away from Home”)

The opposite of the “Brass Tacks,” in this type of description you don’t save info for your landing page.  You don’t assume people will make it that far, so you rip through your main selling points.  You see your description (and the whole sidebar it’s in) as some customers see it and as Google wants everyone to see it: as your new homepage.

What kind of description is yours?

Any great examples you’ve run across?

Leave a comment!

5 Types of Google My Business Descriptions That Go Boom
Source: Local Visibility System

Google My Business Description Gets the Catbird Seat

Google My Business Description Gets the Catbird Seat

Google appears to have moved the new-ish “description” field to the top of the right-hand sidebar (AKA the knowledge panel).

For the few weeks since Google reintroduced Google My Business descriptions, the description had showed up near the bottom of the sidebar.  Now it’s above even the most-basic business info, like the address and phone number.

Clearly Google wants people to see the thing.

Whether it’s a permanent change or just another test remains to be seen.  It’s also unclear how this might tie into Google’s ongoing push to monetize the local search results.

Still, you should make hay while the sun shines, and write the catchiest, hardest-to-resist description you can in the 250 characters you’re given.  (Google truncates the description after 250 characters.)

Where do you see the “description” field, in relation to the other info in the sidebar?

Are you seeing it on all devices

What do you think Google’s up to?

Leave a comment!

Google My Business Description Gets the Catbird Seat
Source: Local Visibility System

4 Ways to Read Google’s No-Cherry-Picking Policy on Google Reviews

4 Ways to Read Google’s No-Cherry-Picking Policy on Google Reviews

https://www.flickr.com/photos/bertknot/8942969294/

Google recently added the following to their seldom-enforced list of preferences policies on Google Maps reviews:

“Don’t discourage or prohibit negative reviews or selectively solicit positive reviews from customers.”

The basic meaning seems clear enough: Google doesn’t want you to cherry-pick reviews.  Fine.  Got it.

But what’s Google’s definition of “discouraging or prohibiting” a negative review or “selectively soliciting” a positive review?  Have you done either of those things without realizing it?  Is Google only trying to scare the serious offenders and put everyone else (like you) on alert?

Joy Hawkins did a helpful post about Google’s “review-gating” policy.  Here is her take on what Google now tells us not to do:

“Review-gating is the process of filtering candidates before asking them to leave you a review.  Normally this is done by sending all customers an email template and first asking them if they had a positive or negative experience.  If they had a positive experience, they are asked to leave a review on Google but if they had a negative experience, they are prompted to leave private feedback and are never sent the option to leave a review publicly.”

Google doesn’t call it “review-gating,” or specifically mention customer-outreach tools, but I’d say Joy’s conclusion is solid, and good advice to heed.

The only trouble is other review-encouragement practices may or may not be in the crosshairs of Google’s new policy.  You can interpret “don’t discourage or prohibit negative reviews or selectively solicit positive reviews from customers” in a few other ways.  You could hamstring your effort on reviews unnecessarily, or you could do something Google doesn’t want you to.

Here’s probably the loosest way to read Google’s new “rule”:

Interpretation 1: “We don’t care if you only approach happy-ish customers for Google reviews, and we don’t even care exactly how you ask, just as long as you constantly make it clear that customers can leave you a negative review if they feel the need.”

A more-specific reading:

Interpretation 2: “We don’t care whom you ask for Google reviews, but you’d better not fixate on their star ratings or what they say in the reviews.  So that means don’t be like the hotel that fined guests for leaving bad reviews, don’t tell customers things like, ‘If we haven’t earned your 5-star review yet, please contact us first’, and don’t use review funnels.”

Here’s the harshest interpretation of it:

Interpretation 3: “Ask all customers for reviews, or ask none at all. Don’t let your knowledge of a customer’s happiness influence whether you ask him or her for a review.  If you do ask for a review, pretend there’s no such thing as ‘negative’ review, a ‘positive’ review, or star ratings.”

Here’s what I think Google means:

Interpretation 4: “We’re obligated to tell you that you shouldn’t ‘selectively solicit’ or ‘discourage or prohibit’ reviews.  We’re smart enough to define those terms more clearly for you, but we’d rather leave it open to interpretation.  That’ll deter some people, and it’ll spook software makers into enforcing our policies for us, and it lets us change our definitions however we want.”

Google long has left its review guidelines and other guidelines mushy (or obscure), apparently by design.  Google’s policies, enforcement SOPs, and internal politics change all the time.  Why wouldn’t they keep their options open?

For many years I’ve urged clients and others not to put words in customers’ mouths, not to fixate on 5 stars, and always to seek honest feedback.  It’s possible to try too hard to avoid bad reviews.  In doing so you miss out on many of the benefits of reviews in general.

But if you learn customers have gripes, it’s only reasonable to try to work out any problems first.  That’s what they hope and expect you’ll do.  They know full well that they can leave you a bad review at any time.  I suspect the Google Maps powers-that-be would agree, but on the off-chance they don’t, let’s see them try to do something about it.  As David Baxter said over at the Local Search Forum, “It’s about deterrence.”

How do you interpret Google’s latest mushy “policy” language?

Does it change your strategy in any way?

Any possible readings I missed?

Leave a comment!

4 Ways to Read Google’s No-Cherry-Picking Policy on Google Reviews
Source: Local Visibility System

Google My Business Now Lets You Specify a List of Services

Google My Business Now Lets You Specify a List of Services

This is the first I’ve seen of the “Services” area in Google My Business.

(Update 4/6/18: A few people saw this first a few days ago (h/t Nyagoslav Zhekov), but the rollout seems to have been tiny until now.)

The input is pretty structured, as you can see.

Only the “name” field appears to be required.  The “Price” and “Description” are optional, from what I’ve seen so far.

It may be another of Google’s slow rollouts or buggy rollouts, because the info I slopped down (pictured above) hasn’t showed up yet when I search for “Local Visibility System.”  It’s possible that, like structured-snippet extensions in AdWords, your “services” only show up for certain search terms.

Anyway, I’ll continue to experiment in my dashboard and in certain clients’.  By the way, I’m seeing “Services” in non-US clients’ dashboards, so the rollout doesn’t appear limited to the States.

If the “Services” feature sticks around it’ll fill a need.  Google’s list of “Categories” long has fallen short of accurately describing many businesses.  Because of that, because of Google’s murky guidelines on category-selection, and because of Google’s poor policing of Maps, many business owners pick too many categories or shoehorn keywords into the “business name” field.  Maybe the “Services” field will make those sorts of things less tempting.

Are you seeing “Services” in your (or a client’s) Google My Business dashboard?  Are your additions showing up publicly yet?

Leave a comment!

Google My Business Now Lets You Specify a List of Services
Source: Local Visibility System

How Should You Ask for Online Reviews? The Pros and Cons of Each Approach

How Should You Ask for Online Reviews? The Pros and Cons of Each Approach

https://www.flickr.com/photos/29707865@N05/2780508266/

There are no “solutions” – only trade-offs.  Your task is to pick the trade-off – or the combination of them – that works best for you.  That applies to most areas of local SEO and marketing (and life), and it applies to your effort to get more good reviews from customers / clients / patients on Google Maps and on other “local” review sites.

You probably aren’t dialed-in on reviews yet.  You know there are many ways to encourage people to review your business online, but aren’t sure what the best way is.  All you can do is pick the best (or least-bad) trade-off for you.

Here are the pros and cons of each method of asking customers for reviews:

Asking in-person for a review later

Pros

  • You plant the seed of the idea. You don’t expect the customer to review you then and there, nor do you even need to provide instructions in-person.  Once determining he or she is happy, you just ask, “We’d love if you could write a review of us.  Is it OK if we email you some quick steps?”  You get the benefits of asking in a more-personal way, but without putting the customer in an awkward situation.
  • The email doesn’t come out of the blue, because the customer expects it.
  • You force yourself to listen to your customers and to think about whether you’ve earned a 5-star review.

Cons

  • None (that I’ve seen or can think of). Especially you’re shy about asking for reviews, it can be more of a “testing the waters” interaction.  If the customer doesn’t seem happy or seem the type who might review you, maybe you just don’t ask that person for a review.

Asking in-person for a mobile review on the spot

Pros

  • It’s hard for customers to ignore your request.
  • You can walk them through the process and answer any questions.
  • You can sniff out how happy the customer is, which can tell you whether you should follow up later (maybe in an email).

Cons

  • Some people will feel put on the spot, which may come back to bite you.
  • The reviews may be terse and seem dashed-off, forced, or fake. People have places to go and things to do.  They won’t go into detail – the kind of crunchy bits you want in reviews whenever possible.

Review station (a dedicated iPad or laptop in your office or store)

Pros

  • Same benefits as in the strategy of “Asking in-person for a mobile review on the spot” (above).

Cons

  • Same drawbacks as in the “Asking in-person for a mobile review on the spot” strategy.
  • The jury’s out on whether Google reviews are more likely to get filtered by Google, if they all come from the same IP.
  • Some customers may feel watched.

https://www.flickr.com/photos/traveloriented/34811387095/

Emailing one customer at a time

Pros

  • You can tailor each request to each person, based on what you know about him or her.
  • It’s a great opportunity to sniff out who’s happy and who’s not.

Cons

  • It takes time. You can’t be sloppy.  Get the customer’s name right.  Remove any boilerplate.  Maybe allude to the specific service he/she got.

Using an email service (MailChimp, Aweber, etc.) to send requests automatically

Pros

  • It’s quick. You write one email, and your email service sends it out without your personal involvement.
  • It can be a good way to ask customers slowly and steadily – rather than ask too many people at once, or fall off the wagon and not ask anyone
  • You can study the analytics: how many people opened the email, how many people clicked the links, etc.

Cons

  • It takes finesse not to email people who aren’t in a position to review you (like leads who haven’t become customers).
  • You can’t tailor the email to one specific customer.

Email blast (via MailChimp, Aweber, etc.)

Pros

  • If everything goes well you can get many reviews in short order.
  • It’s quicker than emailing one customer at a time.

Cons

  • If it doesn’t work you’ve burned through many customers and worn out your welcome to ask again.
  • If you didn’t vet the list of customers first you may end up with a bunch of bad reviews. Then what?
  • Even if it works well, your reviews are more likely to get filtered, to the extent people choose Google or Yelp.

Providing review handouts / instructions in-person

Pros

  • Good instructions make the review-writing process simpler and less daunting
  • The printout serves as a visual prop. That might make it easier for you to ask customers, and may make your request clearer to them.
  • It’s a physical reminder (“Oh yeah, I said I’d write a review”).

Cons

  • Some customers may feel put on the spot, so you might want to test the waters (“So, how did we do?”) before you hand them a printout.

Providing review handouts / instructions in an email (or attached)

Pros

  • Again, good instructions make the process simpler for customers.
  • You can provide the instructions but not rely on them; you’ve also got the email itself to make a friendly request that’s hard to say no to.
  • Customers are more likely to get your request at a time they can act on it.
  • Unless customers just delete your email, it’ll stick around in their inboxes, and in that way will serve as a little reminder for couple of days.

Cons

  • An email isn’t as personal as an in-person request or a phone call.
  • It’s easy to tune out an email.

https://www.flickr.com/photos/waffleboy/9695952341/

“Review us” page

Pros

  • It’s probably the easiest way to give customers a choice of review sites (maybe 2-5), so as to diversify where you’ve got reviews.
  • You can incorporate a review-encouragement tool like GetFiveStars or us, making it easy to set up the page.
  • You can easily send customers to the page in an in-person request or in an email (or both).

Cons

  • You add another step to the process, because you’ve got to direct customers to a page that in turn directs them to a review site of their choosing.
  • Probably some customers’ reviews won’t end up on the sites where you want reviews most. Maybe you have plenty of Facebook reviews, but want more Google reviews, and people keep picking Facebook.  You’ll have to tweak with the lineup of sites, and which ones you prioritize.

Phone call

Pros

  • Great time to gauge the customer’s happiness, and to sort out any issues that might stand in the way of a good review.
  • It’s tough for the customer to blow off.
  • It’s more personal.
  • It’s easy for you to walk the customer through the review-writing process.
  • Asking hat-in-hand looks good, as it does any time you ask a favor of someone.

Cons

  • Some customers will take a lot of hand-holding (though it’s time well-spent on your part).
  • It’s possible you won’t call at a good time.

ORM or “feedback funnel” software (e.g. GetFiveStars)

Pros

  • Having review-request emails sent out automatically can save you a ton of time
  • Most review-encouragement software makes it easy to offer customers several choices of review sites, helping you rack up reviews on a variety of sites.

Cons

  • You may be tempted to rely too much on the software to do all the work, without much or any oversight or fine-tuning on your part, in which case your software may become a meat grinder. Business owners (or their employees) never lack the time to ask customers for reviews.  They simply don’t know what to ask, how to ask, or when to ask.  You should ask in-person for a review, and have the email serve as a follow-up or reminder.
  • You’ll have to play around with the settings and probably send out some ignored requests before you find what works best.

Video walk-though

Pros

Cons

  • It takes a little effort to make a good, clear, brief video, and you’ll need to change it if the steps change at Google Maps or on another site.
  • You may not always have the video handy when you want to walk customers through the reviewing process. They need to be in front of a screen.

Text message (SMS)

Pros

  • It’s quick for you to set up, given that you’ll probably use a third-party tool to send the texts.
  • For some customers it’s very convenient.

Cons

  • For other customers the text shows up at the wrong time: they’re driving or walking, or otherwise indisposed.
  • Often it’s annoying to receive texts from people other than friends or family. It can come across as pushy.
  • You can’t include much in the way of instructions in a text.
  • Any reviews you get probably won’t be too detailed, may be riddled with typos, and may appear dashed-off. The chances are good they’ll be unhelpful or even look fake.
  • It may seem impersonal.

Snail-mail requests

Pros

  • It’s unusual, memorable, and a little harder to ignore. Most business owners – even the smart and proactive ones – do what’s easiest, quickest, and cheapest.
  • If you send the request with printed info your customer welcomes (your newsletter, a thank-you note, photos of the project, aftercare instructions, etc.) you’re catching him or her in a good mood.
  • You can get creative in how you ask.

Cons

  • Printing and postage costs. (But if you get a review, that’s a tiny price to pay.)
  • It’s not fashionable.

https://www.flickr.com/photos/d_schaefer/25862149923/

Links, buttons, or widgets on your site

Pros

  • You don’t have to stick your neck out to ask for reviews.

Cons

  • It’s easy for people to ignore your link / button / widget.
  • Most people who see the link / button / widget probably aren’t customers – just leads – and aren’t in a position to review you.

Yelp check-in offer

Pros

  • Yelp will ask customers on your behalf. As you know, Yelp doesn’t want you to ask for reviews in any way.  Inconsistent and absurd?

Cons

  • It’s for Yelp.
  • The reviewers are Yelpers.

Little cards with printed instructions

Pros

  • It’s easier to keep around and hand out cards than full-page review printouts.
  • You don’t have to think as much about what goes on the cards, because there’s not room for much. Just basic instructions, or “Please visit com/reviewus to write us a review.”

Cons

  • Customers who may need more guidance are out of luck.
  • The cards are easy to ignore, lose, or throw in the trash.

QR codes

Pro and con

  • You’ll try QR codes once and never try them again.

https://www.flickr.com/photos/cabreraluengocom/7022353187/

Passive strategies: letting reviews “happen”

Pros

  • In certain fields – like psychotherapy or financial-consulting – you’re so hamstrung that you can’t encourage reviews proactively. In that case a Daoist approach probably is all you can do.
  • It’s good to know what your “baseline” is: what kinds of reviews and how many reviews you get just by doing a good job for customers. You’ll probably end up concluding that’s not enough, but on the off-chance it is, more power to you.

Cons

  • Angry customers are more likely to write reviews spontaneously than happy customers are. Maybe you can’t encourage the happy people to speak up, but in that case you’d better have a way to identify the less-happy people and to smooth things over with them.
  • Slow progress is better than no progress. No matter how tough it is to get the happy people to review you, more of them will review if you take some steps to make that happen.
  • In putting together a review strategy, you learn a lot about your customers along the way. You may miss out on that if you just take it easy.

https://www.flickr.com/photos/milkyfactory/16795551505/

In my experience, here’s what works best most often (your mileage may vary):

  • Ask in-person for a review. Test the waters.  Provide instructions if possible.
  • Follow up with a personal email, sent to one customer at a time. Provide instructions again (with a review handout, a “review us” page, a video – anything).
  • Follow up with a reminder in a week or two, if necessary. Probably a second, differently phrased, shorter email, but a phone call (or piece of snail-mail) would also work.

Can you think of a common review-encouragement method I missed?

Any pros or cons I missed?

What’s worked well (or badly) for you, and why?

Leave a comment!

How Should You Ask for Online Reviews? The Pros and Cons of Each Approach
Source: Local Visibility System

Dumbest Terms and Concepts in Local SEO

Dumbest Terms and Concepts in Local SEO

You’re more likely to get the results you want out of your local SEO effort if you don’t waste time on steps that won’t help, if the work doesn’t drive you crazy and make you stop because it’s not what you expected, and if you don’t hire a company to do the wrong kind of work.

Some terms and concepts floating around the local SEO space make those tasks harder for you to do.

I’m not saying they’re myths or “scams,” or even that they’ve got no merit.  All I’m saying is those ideas might lead you down a rabbit hole unless you look at them differently.

In no particular order, here are the dumb terms and concepts that (in my experience) can make your local SEO effort a little less effective and a little more frustrating:

“SEO copywriting”

Refers to sucky writing that you’re not (too) embarrassed to have on your site, only because you think Google likes it.

I’m not saying you should ignore “keywords.”  I am saying you shouldn’t work with someone who thinks SEO is just a matter of weaving keywords into copy.  There’s effective writing, there’s weak writing, and there’s writing you weaken by making keywords go where keywords ain’t supposed to go.

“Review management”

Do you do the best job you can for customers?   Do you ask them for feedback, including in the form of online reviews?  Do you occasionally read your reviews, and write simple owner-responses where appropriate?  If so, then you’re “managing” your reviews just fine, and there’s nothing else to “manage.”

Pay a company for that and all they’ll do is send poorly timed, ham-handed emails to your customers, and write generic and unhelpful replies to reviews good and bad.

I understand that you might want to delegate some of the review-encouragement process.  That’s fine.  It’s smart to farm out certain pieces, if you can.

The mistake is to think of reviews as (1) unrelated to how you run your business, or as (2) just another chore you can hand off entirely.  You’ll get more and better reviews, and get more out of them, and probably avoid a reputation meltdown if you’re at least a little involved.  You’re in a good position (maybe the best position) to know who’s happy and who’s not, how and when to approach would-be reviewers, what to ask them to do, and how best to respond to an unhappy reviewer.

In time, someone in your organization could probably handle it all.  But you should have at least a hand in grooming that person as your “Reviews Czar.”

“Listings management”

Again, there’s little or nothing to manage.

Got your Google My Business page set up properly?  Good.  Log into the dashboard every now, deal with Google’s annoying messages, and return your attention to the hard work of local SEO.

How about your non-Google local listings (e.g. YellowPages)?  Yes, those are a lot of work to set up or to fix the first time.  You may even need to put in a few rounds of work.  Also, if you change any of your basic business info (name, address, phone #, or website URL) you’ll want to update your listings.

But to create listings and maybe update them if there’s a change in your basic info is not management.  Do you “manage” your driver’s license?

It’s smart to get help on the one-time work, or if you need to update your listings.  Just don’t pay for what happens between those milestones, because nothing happens then.  All you’ll do is pay a sinecure.

“Link building”

This term has been a piñata for some time, so I’ll just take a kiddie swing at it.  The trouble with the term “link building” is you’ll probably expect to exert control over every link you want: what domain it’s on, what URL it points to, what the anchor text reads, etc.  Most good links you can’t belch out on command like that.  If you try to hire someone who thinks that, it probably won’t end well.  There’s only so much a third party can do.

At least in my experience, the right understanding of links is:

  1. They take more work than you’d like.
  2. You can’t control them as much as you’d like.
  3. You need to engineer your activities so it’s likely you get a good link out of the deal, but so you won’t consider your efforts a total waste if you don’t.

“Price per citation”

As in, “We can build you 100 citations on local directories for $200 – which is $2 per listing, which is 50% better than what our $3-per-listing competitors offer.”

That’s the wrong way to measure it.

A citation is not a citation.  Some sites are much more important than others are, so some listings are more important to get right than others are.

What if you pay $100 less, but have to wait an extra 6 weeks for the company’s work to wrap up?

How much does it cost you to hire the lowest bidders, get sloppy work from them, and then have to pay someone else to do remedial work?

If you must get third-party help on your listings, pick the most-competent help, not the cheapest.  If the competent one is too expensive, then you probably need to do the work in-house, because the cheapo company will cost you even more in the end.

“Freshness of content”

Should your site get bigger and better every year?  Absolutely.  Should you update old content, and continually try to improve content you can make more in-depth and helpful (in what I call “content CPR”)?  I sure hope you do, because those steps can help you long-term.

But that’s not what most SEOs refer to when they say “you need fresh content.”  They’ll tell you to tweak the content on your pages – not to improve it, necessarily, but just to make it different.   Or they’ll tell you to churn out 9 blog posts every month – posts that not even mom will read.  I call it the “content hamster wheel.”

https://www.flickr.com/photos/armydre2008/3716273172/

To many SEOs, Google just likes a dusty workshop, and doesn’t care whether you actually created something in it.  That’s easier to sell clients on, and it’s easier to bill them for.

“Local content”

 Your pages need to be relevant to what you do for customers, and not just generic info about a city you serve.

Unless you’re a professional tour guide, nobody visits your site to read a Wikipedia-flavored history of the town.  Few people care that Frank Sinatra once went to the bathroom there.

Make it relevant to your customer, to your business/services, and to the location – in that order of importance.

What’s a term or concept in local SEO that you consider crazy, and why?

Was there one you think I was too harsh on?

Leave a comment!

Dumbest Terms and Concepts in Local SEO
Source: Local Visibility System

Using a Shortened URL to Ask for Google Reviews? Goo.gl May Cut You Down

Using a Shortened URL to Ask for Google Reviews? Goo.gl May Cut You Down

https://www.flickr.com/photos/cuatrok77/16044942927/

A good way to make it easier for customers / clients / patients to review you on Google Maps is to send them a link straight to the “Write a review” popup.

You probably send a shortened URL (like https://goo.gl/qQgbjT), because it’s tidier than the full URL.

That will be a problem under two conditions: (1) if your address is “hidden” on your Google My Business page, and (2) you use the Goo.gl URL shortener to create the short link you send to would-be reviewers.

The problem is Google disables your short URL and takes people to a scary page like the one shown here.

The kicker is you won’t even know Google doesn’t like your short URL unless you or your customers click on it.  Goo.gl won’t show you an error message after shortening your URL.  Looks just peachy.

You may even run into that problem if you send a shortened link to a page of search results, rather than to the “write a review” pop-up.  I’m still testing that one.

Count on Google to harsh the mellow.

By the way, you shouldn’t have problems if your Google My Business page shows your full address publicly.  So if you’ve got a bricks-and-mortar location, or if you just don’t want to “hide” your address (these days you don’t need to), you probably could use Goo.gl to shorten your “review us” links without incident, if you wanted to.  But I wouldn’t necessarily suggest that.  Google eventually may take issue with all shortened “review us” links, at which point you’ll probably be the last to know.

Googles policies on shortened links don’t shed any light on why “review us” links are a problem, or on why they only seem to be a problem for businesses with hidden addresses on Google My Business.  Chalk it up to Google reviews being a mess in general.

What can you do?  Some options:

1. Use other URL shorteners, like bit.ly or TinyURL. I imagine the only reasons you’d use Goo.gl in the first place are that you can access your links later, and that you can see usage data (like how many people click on the links). If you don’t care about that stuff, I can’t think of a good reason to use Goo.gl.

2. Send longer, not-shortened links. They’re only messy if you send a link to the “write a review” popup. They’re not too bad if you send a link to a page of brand-name search results, with a simple URL like google.com/search?q=Local+Visibility+System

3. Consider un-hiding your address on your Google My Business page. Whether you should have it hidden in the first place is mostly a matter of preference. On the slim chance Google doesn’t like it, they’ll simply hide your address for you.

4. Test your URLs before sending them to any would-be reviewers. One way to do that is to use Whitespark’s Google Review Link Generator. If you search there for your business and it doesn’t come up, Google probably won’t want you to use a shortened URL.

5. Contact reviewers to whom you sent a Goo.gl URL and send them a link that works.  Maybe apologize for the hassle. (Also, that’s a good excuse to send them a reminder.)

6. Don’t rely only on “review us” links. You shouldn’t do that anyway. Especially given the unreliability of Google-shortened URLs, you’ll want to go belt-n’-suspenders.  If possible, ask for Google reviews in-person first, and provide clear instructions in a follow-up email (if not also in your initial request).  The links should be part of a broader strategy you work on continually.

Thanks to Chris Barnard of Social Dental Network for bringing up this issue in his post at the Local Search Google+ Community .  My original answer there turned out not to be accurate, so I’m glad I kept digging.

Do you send shortened “review us on Google” links?  If so, when have you run into problems, and when have you not?

Can you find any Google policy that clearly states Google’s problem with using shortened links to encourage Google reviews?

Leave a comment!

Using a Shortened URL to Ask for Google Reviews? Goo.gl May Cut You Down
Source: Local Visibility System

Photos Now Allowed in Google Maps Spam-Reporting Feature

Photos Now Allowed in Google Maps Spam-Reporting Feature

Pull up a Google My Business page that shouldn’t be on the map, click the “Suggest an edit” link, and you’ll see a new feature: the ability to upload a photo as evidence to back up your request.

You don’t have to include a photo, but it should help tilt the scales in your favor.  It’s a new feature, so I don’t yet know the effectiveness of anti-spam reports with photos compared to those without photos.

What I do know is that Google’s got a pitiful track record on following up on valid anti-spam edits, so the photos can’t make things worse.  Google never has done enough to prevent and remove mapspam, but since retiring MapMaker in March of 2017 Google’s really let the rash spread and ooze, particularly in the service-area industries.

Edits with photos aren’t anonymous.  Because “Your photos will be publicly available under your name,” an edit with a photo will include a trail of breadcrumbs back to the good-faith Maps user or to the spammer.  This new feature is like a “MapMaker Lite,” in that MapMaker also showed who edited what.  That’s both good and bad, for reasons I think are obvious.  I guess you don’t include a photo if you don’t want a spammy competitor (for instance) to know who you are.

Have you tried out this new feature in Google Maps spam-reporting yet?  If so, how’s it worked for you?

Are you seeing any similar changes in “Suggest an edit”?

Do you think this is a good move on Google’s part?

Leave a comment!

Photos Now Allowed in Google Maps Spam-Reporting Feature
Source: Local Visibility System

Use AdWords Location Extensions? Better Make Sure They Match Your Google My Business Info

Use AdWords Location Extensions? Better Make Sure They Match Your Google My Business Info

https://www.flickr.com/photos/29233640@N07/5131195458/

Adding location extensions in AdWords is a great way to draw more nearby customers, and sometimes to muscle into the paid Google Maps results.  All you need is to have a Google My Business page, run AdWords ads in your area, and go through a pretty easy syncing process.

The trouble is good results may take more babysitting than you’d like.  Your Google My Business page doesn’t take much tending these days, but AdWords is another story.  AdWords takes more tending.  Case in point: if you set up a location extension in AdWords and then update your Google My Business page, your location extension may still show your old, incorrect business info.

Tony Wang of LocalWord described the problem and the solution briefly in this Google Plus thread, and sent me more detail after I asked; here’s a detailed rundown from Tony:

AdWords pulls location extension info from your Google My Business page, so you need link to it while creating the location extension. That “link” terminology is confusing.

One could be forgiven for thinking any changes in GMB will automatically be reflected in the AdWords extension. One would be WRONG.

Turns out the information is imported at the creation of the extension, with no other connection thereafter. If you change the information in your GMB profile, it will NOT be reflected in the extension.

I stumbled upon this by accident, after recently changing a client’s operating hours. I just happened to see the ad with location extension showing, and it had the old hours (location extensions can display hours sometimes, though more often phone #). I assume if other info changed in GMB it would also not update.

Anyway, after calling AdWords support and speaking to an overseas agent (apparently I’m not big enough to get routed to stateside support) the agent checked with his supervisor and then routed me to GMB support, claiming it was a glitch on their end. GMB support verified that all the data was correct on their end and sent me back to AdWords support. Now speaking to a second AdWords agent who was similarly stumped, he also checked with his supervisor, who correctly understood the issue, which is that GMB info does not auto update into AdWords extensions.

So the SOLUTION is to remove the extension and create a new one, thus pulling in the new info.

This is not at all obvious, and I’m willing to bet there are numerous ads out there displaying old information as a result. So the moral of the story is, if you ever update GMB info, remember to go back and re-create your location extensions.

To add insult to injury, Joy Hawkins also noted that the AdWords fields in GMB do sync, which means the capability is clearly there. I complained loudly enough to the support agent that the supervisor grabbed the phone to apologize and assure me he would bring up these issues as suggested improvements.

I’ve checked the Google My Business – AdWords location extension syncing myself, and ran into the same issue Tony ran into.  (I changed one of my client’s business hours in Google My Business.)

Have you run into syncing problems – or other problems – with AdWords location extensions?  What did you do?

Any questions?

Leave a comment!

Use AdWords Location Extensions? Better Make Sure They Match Your Google My Business Info
Source: Local Visibility System