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Jenn Slegg AKA Jenstar interviewed me and others last week in preparation for a big post she was doing about all the local changes.
I knew it would be HUGE, but thought it would be more just interview and opinions.
It's so much more and really does cover everything you need to know!
From MOZ:
Above is just a partial snippet, click through to read the rest. Like I said it's HUGE!
Jen goes on to cover every aspect of the changes... from mobile to missing data to speculation about these changes paving the way to pay-to-play.
You'll find several of my quotes in the piece, but I thought I'd share the full interview I did with Jen because my answers were longer than what was published at Moz. (Of course... you know me...
)
INTERVIEW - Qs by Jen, Answers by Yours Truly
1. How important do you think getting one of those top 3 spots is with the change to 3-pack?
Extremely important. Although IF users click through to view more because they aren't satisfied with 3 choices, the new "Local Finder" (list of 20 results after the more link) provides good visibility. (Big IF)
2. What do you tell those who were in those 4-7 spots that are now gone?
Really need to focus on organic - which will also raise you in local and could boost you into the new 3 pack "Local Stack".
For the past 3 years I've taught putting the majority of your energy into onsite SEO anyway. With the old blended 7 pack algo, organic ranking pretty much controlled the ranking order. But now using all the right "Local Hooks" is even more important than ever. And good solid backlinks are probably more important as well. In the past I didn't even need backlinks to rank clients and could do it just based on Places optimization and onsite. But now I'd say certainly in competitive markets backlinks are pretty key.
3. Should business be worried about the introduction of the new service ads in San Francisco? These 3 packs could easily be integrated or swapped with them.
"These 3 packs could easily be integrated or swapped with them." Yes, I have a feeling that's where we are heading. I think eventually all the local listings will be pay-to-play to some degree. And if there are only 3 precious spots, it's easier to command a premium. (See more in my answer under Q #5,)
4. One piece of advice for those trying to make the top 3?
I'll give you the same answer I've been giving people who ask how my Advanced Google Local Training will change. What it takes to rank has not really changed much. Getting on top is still the same. The algo did not change. There are just fewer spots.
I know SOME consultants that even see this as an opportunity. As I said at the Local Search Forum today: "If you are really good and usually get your clients in the top 3 (which should always be the goal anyway) then this update just knocked out 42% of your competition!
So as far as my one piece of advance it would be focus more on good solid organic SEO. (Both onsite and offsite.)That will help boost your rank PLUS even if you can't make the top 3, it will help your organic ranking and many consultants I work with say top organic beats top local ranking anyway. But I would also be sure citations are in order.
5. Why do you feel Google switched from 7-packs to all 3-packs?
I?ve talked about this a lot, but I think this is going to eventually (gradually after several other small changes) turn into pay-to-play. Something like the home services ads we?ve seen in San Francisco.
I say ?gradually after several other small changes? because remember a year ago or so when we started seeing alot of packs being reduced from 7 to 3? Many freaked then. BUT there was not a display change too. Just one little change, to gradually get us used to reduced packs, in preparation for this!
I think this new style 3 pack is a gradual progression toward some new pay-to-play model. (They kinda got us use to it gradually by starting with food/lodging.)
It may not be pay per lead or call like home services, because if it?s across all industries that would be harder to do, as far as pricing it. (Atty vs dog walker.)
May just be a straight pay to be listed model.
?Only 3 precious spots ? pay a premium if you want to be in one of them. If you can?t afford a 3 spot, then there is always Adwords.?
OR maybe once they are ready to charge, then they?ll add phone# and it will be pay per click or call.
I just thought I'd share all my replies, because I've made many of those comments split up in various threads here and others places, but I thought it might be helpful to get my thoughts on the update all in one place.
WHAT ABOUT YOU? WHAT DO YOU THINK???
<meta property="og:type" content="article"><meta property="og:title" content=""><meta property="og:description" content="">
<meta property="og:image" content="http://marketing-blog.catalystemarketing.com/wp-content/uploads/2015/07/3stack.jpg">
I knew it would be HUGE, but thought it would be more just interview and opinions.
It's so much more and really does cover everything you need to know!
From MOZ:
Above is just a partial snippet, click through to read the rest. Like I said it's HUGE!
Jen goes on to cover every aspect of the changes... from mobile to missing data to speculation about these changes paving the way to pay-to-play.
You'll find several of my quotes in the piece, but I thought I'd share the full interview I did with Jen because my answers were longer than what was published at Moz. (Of course... you know me...
) INTERVIEW - Qs by Jen, Answers by Yours Truly
1. How important do you think getting one of those top 3 spots is with the change to 3-pack?
Extremely important. Although IF users click through to view more because they aren't satisfied with 3 choices, the new "Local Finder" (list of 20 results after the more link) provides good visibility. (Big IF)
2. What do you tell those who were in those 4-7 spots that are now gone?
Really need to focus on organic - which will also raise you in local and could boost you into the new 3 pack "Local Stack".
For the past 3 years I've taught putting the majority of your energy into onsite SEO anyway. With the old blended 7 pack algo, organic ranking pretty much controlled the ranking order. But now using all the right "Local Hooks" is even more important than ever. And good solid backlinks are probably more important as well. In the past I didn't even need backlinks to rank clients and could do it just based on Places optimization and onsite. But now I'd say certainly in competitive markets backlinks are pretty key.
3. Should business be worried about the introduction of the new service ads in San Francisco? These 3 packs could easily be integrated or swapped with them.
"These 3 packs could easily be integrated or swapped with them." Yes, I have a feeling that's where we are heading. I think eventually all the local listings will be pay-to-play to some degree. And if there are only 3 precious spots, it's easier to command a premium. (See more in my answer under Q #5,)
4. One piece of advice for those trying to make the top 3?
I'll give you the same answer I've been giving people who ask how my Advanced Google Local Training will change. What it takes to rank has not really changed much. Getting on top is still the same. The algo did not change. There are just fewer spots.
I know SOME consultants that even see this as an opportunity. As I said at the Local Search Forum today: "If you are really good and usually get your clients in the top 3 (which should always be the goal anyway) then this update just knocked out 42% of your competition!
So as far as my one piece of advance it would be focus more on good solid organic SEO. (Both onsite and offsite.)That will help boost your rank PLUS even if you can't make the top 3, it will help your organic ranking and many consultants I work with say top organic beats top local ranking anyway. But I would also be sure citations are in order.
5. Why do you feel Google switched from 7-packs to all 3-packs?
I?ve talked about this a lot, but I think this is going to eventually (gradually after several other small changes) turn into pay-to-play. Something like the home services ads we?ve seen in San Francisco.
I say ?gradually after several other small changes? because remember a year ago or so when we started seeing alot of packs being reduced from 7 to 3? Many freaked then. BUT there was not a display change too. Just one little change, to gradually get us used to reduced packs, in preparation for this!
I think this new style 3 pack is a gradual progression toward some new pay-to-play model. (They kinda got us use to it gradually by starting with food/lodging.)
It may not be pay per lead or call like home services, because if it?s across all industries that would be harder to do, as far as pricing it. (Atty vs dog walker.)
May just be a straight pay to be listed model.
?Only 3 precious spots ? pay a premium if you want to be in one of them. If you can?t afford a 3 spot, then there is always Adwords.?
OR maybe once they are ready to charge, then they?ll add phone# and it will be pay per click or call.
I just thought I'd share all my replies, because I've made many of those comments split up in various threads here and others places, but I thought it might be helpful to get my thoughts on the update all in one place.
WHAT ABOUT YOU? WHAT DO YOU THINK???
<meta property="og:type" content="article"><meta property="og:title" content=""><meta property="og:description" content="">
<meta property="og:image" content="http://marketing-blog.catalystemarketing.com/wp-content/uploads/2015/07/3stack.jpg">
