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seotips2022 · 2 years
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Google announced today that it’s rolling out new Search updates over the next few weeks that will aim to make it easier for people to find high-quality content. The new ranking improvements will work to reduce the amount of low-quality or unoriginal content that ranks high in search results. Google says that the update will especially target content that has been created primarily for ranking on search engines, known as “SEO-first” content, rather than human-first content. The company’s tests have shown that the update will improve the results users find when searching for content like online educational materials, as well as arts and entertainment, shopping and tech-related content. “If you search for information about a new movie, you might have previously encountered articles that aggregated reviews from other sites without adding perspectives beyond what’s available elsewhere on the web,” the company explained in a blog post. “This isn’t very helpful if you’re expecting to read something new. With this update, you’ll see more results with unique information, so you’re more likely to read something you haven’t seen before.” The new updates should help reduce the number of low-quality results from websites that have learned to game the system with content that is optimized to rank high in search results. Google says users should start to see content that is actually useful rank more prominently in search results. The company plans to refine its systems and build on these improvements over time.
https://www.fiverr.com/share/mXQ9QV
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moyalucom · 2 years
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10 strength Tool Safety Tips
10 strength Tool Safety Tips
strength tools are indispensable for professionals and those who tackle DIY home improvement jobs. They are favored as they help users to save time and they also make the job easier. However, they need to be handled carefully otherwise they can rule to injury. Mishaps usually occur due to negligence, boredom, and overconfidence. By keeping the following 10 safety issues in mind, it is possible to…
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blogsight485 · 3 years
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League Of Legend For Mac Os X
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Download and install League of Legends for the North America server. Play for free today. Below, you'll find the minimum system requirements for running League of Legends on PCs and Macs. If your setup meets only the minimum requirements. League of Legends for Mac OS X 10.10 freeware download. The download should start automatically in a few seconds. If it doesn't, click here to start the download process manually. Would you like to receive announcements about new League of Legends for Mac OS X.
League of Legends is one of the most popular MOBAs to arrive on Mac, with thousands of players battling each other across the globe every day. However, Mac players do suffer from one disadvantage when compared to their Windows or Linux friends — smooth performance. Macs have fewer game-oriented video cards in the beginner to intermediate models, which could mean lower frames per second (FPS) rate for many players.
You can be sure that in the middle of a gank, solo fight, or rax, every frame counts. Smooth performance can be the difference between landing a stun, using an item, or helping your teammates in a split-second. When the stakes are high, don’t let slow performance and lag drag you down.
Why Is League Of Legends Slow On My Mac?
League of Legends is one of the easier MOBAs to run thanks to a lightweight graphics engine and a smart team of engineers at Riot games. However, the load on your Mac can become fairly high as the match progresses. Champions level up and have more skills. They earn more money and have more items. In a late-game group fight, your Mac is processing so many actions at once that it can bog down the framerate. On top of this, your internet connection has to send all of this data to the server and back so that everyone is on the same page.
Between the infamous League of Legends slow motion bug and even some issues with League of Legends slow updates, optimizing your Mac is more important than ever to winning your next game.
1. Disable shadows
One of the most demanding graphical components in the League of Legends engine is the shadow processing engine. It renders the shadow of every champion, tree, and blade of grass on the map, which then have to respond to the conditions around them, such as spells and changing light. To speed up League of Legends, the game stores most of the shadow assets and states in your video RAM (VRAM). The more VRAM you have, up to approximately 2 GB, the smoother your FPS. But disabling shadows completely in the Video options can increase your FPS and also give you extra visibility on the map (with fewer distracting shadows). To access the Video options, simply press Esc and then select Video. While you’re in there, try setting the overall graphics quality to Very Low.
2. Close all other apps
League of Legends on Mac plays better when there are no other apps using valuable RAM and resources in the background. Common culprits include Dropbox, Messenger, WhatsApp, and Google Drive. By closing these apps before you play, you’re making more RAM and processing power available to speed up League of Legends. To identify and close any resource-hogging apps, simply:
Launch Activity Monitor from Applications.
Switch tabs to Memory and make a note of the apps at the top of the list.
Switch tabs to CPU and see what’s taking up processing power.
Quit all the apps you don’t need by selecting them and choosing Force Quit icon in the top-left corner.
If closing these apps didn’t seem to make an impact on speeding up your League of Legends, try restarting your Mac first for a clean wipe of RAM usage.
3. Repair corrupt game files
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League of Legends, like other MOBAs, is updated very frequently for new champions, items, bug fixes, or balances. Over time, your game files can become corrupt due to an error in processing the new files upon each update. Occasionally, this can lead to FPS problems and slow performance. Thankfully, League of Legends has a built-in repair function that will fix any corrupted files:
Run League of Legends.
Click on the gear in the top right corner of the window.
Click Initiate Full Repair.
Wait for the repair function (it can take from 5 minutes to over 30 minutes depending on the corrupted files).
If in doubt, you can always try reinstalling League of Legends entirely so that fresh new files are pulled from the install.
4. Remove resource-heavy and temp files
While there are some good tips for speeding up League of Legends FPS in the game settings, there are some optimizations that can only be done inside macOS. With use, your Mac becomes full with all kinds of files you don’t need that still consume your processor’s speed. But how do you find them?
A popular trick used by pro gamers is to fire up an automatic optimization tool like CleanMyMac X, which finds the files that slow you down so you can focus on landing that next stun.
Using CleanMyMac X is easy — just fire up its Optimization module:
DVDFab Video Converter Lite for Mac is designed as a 1-step video converter exclusively for Apple fans to convert all their videos, including but not limited to, videos downloaded from internet, videos shot by camcorders, digital cameras, DSLRs, smart phones and tablets, into the correct formats to enjoy on the go on Apple TV, iPod, iPad or iPhone of all series to date, by just one simple. DVDFab Video Converter Lite for Mac lets you convert all you videos, including camcorder movies, digital camera files, DSLR clips, and smart phone and tablet recordings, and convert them into Apple supported formats to enjoy on Apple TV, iPod, iPad or iPhone. Key Features include: Convert from video. Video light for camcorder. Aimersoft Video Converter Ultimate is one of best alternative to K-Lite Codec Pack for Mac. With it, you can play any video/audio files, convert them to almost all popular formats and also touch up the videos without any hassle. Well Compatible with Mac OS (macOS Mojave supported), Aimersoft Video Converter for Mac is also an online video. Total Video Converter Lite for Mac developed by EffectMatrix Ltd is the official legal version of Total Video Converter which was a globally recognized brand since 2006. Total Video Converter Lite for Mac is a free but powerful all-in-one video converter with easy-to-use user interface. It supports almost all video and video formats.
Download CleanMyMac X (free trial available).
Choose Optimization in the left-side panel and click View All Items.
Disable unneeded files or remove them completely.
Besides, feel free to use other scans from CleanMyMac X that have to do with System Junk, iTunes Junk, or Malware Removal. Just hit Scan and CleanMyMac X will do all the work for you.
Now you’re ready to get back to the game! Remember to repeat the optimization process from time to time, whether you’re doing it manually or using a more convenient and thorough one-click solution from CleanMyMac X.
League Of Legends For Mac Os
League of Legends is a MOBA where two teams of 5 players battle each other as they destroy towers in an attempt to blow up the opposition’s nexus.
Over 140 champions
League of Legends is a free-to-play multiplayer online battle arena (MOBA) that has a highly competitive environment.
Mac Os X Download
League of Legends is entirely free to download and play. You'll only have to pay for cosmetic skins and champions. Riot Points let you purchase these elements. However, Blue essence only buys champions. You'll have to earn and use skin shards to unlock skins for characters.
LoL’s gameplay is highly competitive, even when you’re playing a non-ranked match. The thrill is the main reason that this game becomes addictive. You’ll keep playing to try and master your lane and character.
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Once you’ve played through the tutorial, you’ll have the ability to spend your blue essence and choose from over 140 different champions. All characters have a playstyle and their lane. However, most heroes can be played in any role if you have enough skill.
Due to its complexity and competitiveness, the game’s community is mostly toxic.
Where can you run this program?
League of Legends is available for Mac OS X 10.6.8 or higher, as well as Windows 7 and up.
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Is there a better alternative?
League Of Legends Download Mac
No. League is a great MOBA, but Dota 2 is another software program that lets you pick any hero from the moment you join the game. Smite is another MOBA with heroes that pull from world mythology, but it’s not as popular as League or Dota 2.
Our take
LoL is a fun MOBA that’s extremely competitive. However, this competitive nature turns the player base toxic and requires you to mute the chat if it becomes too much.
Should you download it?
Yes. If you enjoy competitive games or want a team-based title, then League of Legends is for you.
They are some complaints I think you should know if you are thinking about getting this. First let’s start with the pros: The campaign mode was fun. It is also fun collecting all the info on the buildings and enemies. Assassin's creed brotherhood mac. Also, collecting new items and powers (like sticky bombs) for my assassin is fun.
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emilysn2019-blog · 5 years
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Kurama-dera (鞍馬寺) is a mountain temple in Northern Kyoto that is one of the most beautiful places in Japan. In this post, I’ll share photos I took at Mount Kurama, info & tips for visiting Kurama-dera, and thoughts on my experience of hiking from the village of Kurama up the mountain and over to Kibune. (Last updated May 19, 2019.)
Visiting Mount Kurama and its surrounding village is usually considered a day trip from Kyoto, since the commute to and from the town requires a time investment of a little over an hour. Even though Kurama is technically within the city, this is about the same amount of time it takes to travel to Osaka or Nara, both of which are significantly larger and more recognizable cities.
The upshot to this is that Kurama draws significantly fewer people, and can be something of an escape from the crowds of Kyoto. Moreover, you can visit several other superlative spots when heading up to Kurama. We cover this in our 1-Day Northern Kyoto Itinerary, which makes for one of our favorite days in the city.
May 19, 2019 Update: When we returned to Kuramadera Temple last fall, it was in rough shape due to Typhoon Jebi, which caused extensive damage in Northern Kyoto, and the cancellation of the annual Kurama Fire Festival. Several of the temple’s paths were closed and buildings were badly damaged.
The good news is that everything is pretty much back to normal at Kurama-dera. All of the main paths have reopened, including the hiking trail to Kibune. A lot of trees have been cleared away, and you’ll notice some of this while visiting. Some buildings are also still damaged, with the refurbishments in progress. With that said, Kurama-dera is once again looking great, and if you’ve never visited, you might not even notice the damage. We still highly recommend visiting.
Now let’s take a look at the history of Kurama-dera, info and tips to improve your visit to this mountain temple, and anecdotes from my hike up Mount Kurama…
History
Kurama-dera was founded in the 8th century AD. According to (historically disputed) legend reflected in the records of the Anbagai-ji Engi, the Chinese monk Ganchō, disciple of Jianzhen, had a dream in 770 to head north from Tōshōdai-ji in Nara where he resided to Mount Kurama as it held spiritual power.
En route, Gantei became lost until he had another dream, which brought him a white horse. He followed that horse until he arrived on the mountain that would then be called Kurama Yama, or Horsesaddle Mountain. He set up camp and began to establish the temple, but first had to ward off demons intending to eat him.
In 796, a noble who had been associated with construction of the Tōji temple in Kyoto, had a vision of the Thousand Arms Kannon that caused him to sponsor the construction of a proper temple complex on Mount Kurama. This led to numerous temples and pagoda being built, many of which constitute present day Kuramadera Temple.
Over the years, many of the buildings at Kuramadera Temple have been destroyed by fire, and have been subsequently rebuilt. On each occasion, the treasures (some of which are National Treasures of Japan) and Buddhist statuary were rescued from the fire and relocated to the new buildings.
Kuramadera Temple is shrouded in legend and folklore, some of which has likely clouded its history. While I cannot vouch for its veracity, the most comprehensive account of Kurama’s history can be found here.
Info & Tips
Kurama-dera Temple’s entrance is a 5-minute walk from Kurama Station down the village’s only road. This station is accessible from central Kyoto via the Eizan Kurama Line from Demachi-Yanagi Station; it’s a pleasant and scenic 30-minute ride. Eizan Railway is famous for its Maple Tunnel featuring fresh green leaves in the summer and beautiful fall colors in the autumn.
We accessed Demachi-Yanagi Station via the Keihan Main Line from Fushimi Inari Station. The entire commute took almost exactly an hour for us, but expect it to take longer if you’re coming from elsewhere in Kyoto. As with all points of interest in Kyoto, you should consult Google Maps for the most efficient train route based upon your location and departure time, as there are almost always 2-3 ways to access any temple in Kyoto.
Admission to Kurama-dera Temple costs 300 yen. The temple is open year-round from 9 a.m. until 4:30 p.m., but the Treasure House is closed Mondays and from December 12 through February 1 (reopening seems to be ‘weather permitting’).
Kurama is a popular spot in November and early December for its fall colors, and is stunning under a fresh blanket of snow in the winter months. Other events are held throughout the year, most notably the Spring Full Moon Festival, Summer Bamboo Cutting Ritual, and Fall Fire Festival.
It takes approximately 30-45 minutes to climb from the main entrance to Kurama-dera’s main buildings. Above is the map I was provided at the entrance to Kurama-dera Temple, which is a fairly accurate scale. (Click to view it larger.)
While this is always a maintained path, it can be moderately steep at times. There is a cable car that bypasses some of the path, but it does not take you all the way to the top. I recommend walking the entire way, if only because the cable car is not really saving you much time or energy.
Be sure to keep your ticket after paying at the main entrance, as you will need it to re-enter the temple if you hike down to Kibune; there is another ticket booth at the end of the mountain trail, and re-entry requires your ticket unless you wish to pay a second time.
The hike to Kibune is highly recommended. This trail is mostly downhill and should take around 30 minutes from the main hall, is through a beautiful forest, and features a couple of beautiful temple buildings along the way. Moreover, Kibune is an absolutely lovely little town.
You do not need to hike back to Kurama once in Kibune, but it is the most straightforward return option. The downside is that the return hike is quite steep at times. I’d rate it as moderate; it’ll take around 15 minutes more than the hike down to Kibune took you.
This entire experience is a great option if you need a respite from the crowds in Kyoto. During my visit, I encountered only a handful of other visitors during the entire time I was there. While that in part could be because it was snowing when I arrived, the remote location suggests that Kurama-dera sees fewer people in a year than Kyoto’s popular spots see in a day.
If you depart Kyoto by 9 a.m., you should have sufficient time to hike to the top of Mount Kurama, down to Kibune where you can experience Kifune Shrine (among other small shrines), hike back to Kurama, and recover from the hike by purchasing a day-pass to Kurama Onsen. Expect all of that to take around 5 hours or so. For just Mount Kurama, you should budget 2 to 3 hours.
If you are really ambitious, you can then leave and head to Fushimi Inari and experience that at night. This is a lot of hiking in a single day, but it’s easily accomplishable given the operating hours of each location. If you have limited time in Kyoto, an aggressive is probably the only way you’ll be able to justify the diversion to Kurama.
Our Experience & Review
Originally, we had wanted to visit Kurama during the heart of fall colors season, when Eizan Railway has nighttime illuminations of the Maple Tunnel. We ran out of time during for this, and decided to delay our visit to Kurama until much later in December when the likelihood of snow would be higher.
We ultimately headed to Kurama a day after snow was in the forecast for Kyoto (it was a near-miss). We had no clue whether it had snowed in Kurama, but decided to make the trek, anyway. We had read very little about this little village, but between the temple and the onsen, we figured it’d be worth checking out. Plus, we had done every major temple in Kyoto (and most minor ones), so it wasn’t like we’d be missing out on anything else.
Despite the fall colors being long gone by this point, the journey on Eizan Railway was incredibly pleasant. We had planned on working during this train ride, both were both so captivated by what was out the windows that we never did.
Upon arrival, we saw it: fresh snow! It was at this point we determined that we should go our separate ways. We had been walking around 25,000 steps per day everyday for the last several weeks, and the idea of hiking through snow didn’t appeal to Sarah. Conversely, regardless of the temple’s quality, it appealed very much to me.
So, Sarah headed to the Kurama Onsen, with the plan that we’d meet in the lobby there in four hours (or potentially sooner if our text messaging worked). I entered Kurama-dera and began ascending Mount Kurama.
I have to admit that I got goosebumps as I began climbing the first set of stairs, and I’m pretty sure they weren’t just because I was freezing. Seeing snow-covered roofs and lanterns mark the way was a special experience. (What can I say…I have a soft spot for light fixtures?) I absolutely love photographing the snow, and I didn’t think I was going to get that chance on this trip.
My happiness was probably a bit disproportionate to the scene, but I was in a state of pure bliss. I went crazy taking photos, but unfortunately, there wasn’t quite enough snow for something truly photogenic. (The photos in this post don’t do justice to the beautiful landscape, either.)
As I started hiking, I quickly realized Kurama-dera Temple is a special place. Now, you might discount that opinion since not one paragraph I got a bit emotional about snow, but on my return hike most of this snow had melted, and I still felt the same way.
My ascent through the snow, passing both natural and manmade beauty, up Mount Kurama was one of the most memorable and joyous experiences I’ve had in Japan. The snow no doubt played a big role in that, but it was just as exciting to make a new discovery of something mesmerizing around just about every turn of the hike.
It felt like a slow reveal, as if Kurama-dera was dispensing with little nuggets of beauty to encourage visitors to venture farther up Mount Kurama. The entire time, I was rapt. (This is a big part of why I’d discourage using the cable car–you bypass a lot of the best parts of this walk if you take the cable car.)
None of these temple buildings would have been nearly as captivating were it not for the natural beauty of the mountain, its forest, and the pleasant soundtrack of streams and small waterfalls along the way. Along the hike, there are several towering Japanese cedar trees, some of which rival California’s sequoias in beauty.
In fact, the entire experience reminded me a lot of hiking through Sequoia National Park. There’s something about giant trees that is simultaneously humbling and serene, and these odiferous trees have an enchanting aroma that just defies words. I don’t know. Maybe I was just getting high off of mountain and tree air.
The Honden (Main Hall), Shinden, and other buildings comprising the main area of Kurama-dera Temple were lovely, and a fitting climax to the hike up. This area abounded with details, and was the only area of the temple grounds where I saw another person on the way up.
While I’m partly inclined to say the experience at Kurama-dera is more about the journey than the destination, I don’t think that’s entirely fair. The journey up and down Mount Kurama, along with many stops, was the unequivocal highlight for me. However, the main buildings were stunning and I don’t want to sell them short.
Continuing on, I took the hiking trail to the neighboring village of Kibune. It had stopped snowing and the sun was out by this point and that, coupled with a light bit of wind, resulted in what was essentially a heavy rain of run-off melting from the trees above. Due to this and my lack of a GORE-TEX layer, I ran most of the way down. The entire hike took me about 15 minutes.
I’ll cover Kibune in a separate post, but suffice to say, it also did not disappoint. I view visiting both Kurama and Kibune a package deal, and would not even consider revisiting one without returning to the other. I now want to return in the summer when over-the-water dining is offered in Kibune, in the fall for the foliage, and in the heart of winter for a thick blanket of snow over everything. After a couple of hours exploring Kibune, I returned to the hiking trail that led back to Mount Kurama.
It was not “raining” at this point, so I took it slower (not to mention the fact that I probably would’ve had a heart attack running up the trail). This recounting of my experience is already pretty cheesy, so I’ll go ahead and call this forest downright enchanting. Laugh if you will, but I found this to be a really wonderful place. All of the superlatives I can muster still wouldn’t be enough.
Our phones did work and Sarah was not yet ready to leave Kurama Onsen (I guess public bathing is her thing!), so I took my time exploring Kurama-dera more on the way down. The snow was almost entirely gone by this point and everything was just wet, but it was still a great experience.
Overall, I love Kurama-dera Temple. If you read the recap of my experience above, that should come as no surprise. It’s one of the highlights of Kyoto, and I’d rank it near the top of my list of favorite things to do not just in Kyoto, but in all of Japan. While it’s more convenient to reach from central Kyoto than you might expect given the remote location, I still have some reservations about emphatically recommending it.
The “problem” with Kurama-dera for those who have only a few days in Kyoto is not the commute time to get there–it’s the amount of time required to experience the temple. By the time all is said and done, this is close to a full-day trip, and that’s a day that could have been spent seeing multiple Kyoto top spots in Arashiyama or Higashiyama. I think my suggested itinerary resolves some of these problems, but it’s still tough to recommend Kurama-dera to anyone with less than 5 days in Kyoto.
If you’re planning a trip to Japan that includes Kyoto, we recommend that you start by consulting our Ultimate Guide to Kyoto, Japan to plan all aspects of our vacation. You should also check out our other posts about Japan for ideas on other places to visit! 
Your Thoughts
Have you visited Kurama-dera Temple? What did you think of the experience? Would you recommend this as a day-trip from central Kyoto to a first-timer visiting Japan? Any other thoughts about my experience at Kurama-dera Temple? Does visiting this temple interest you? Hearing your feedback about your experiences is both interesting to us and helpful to other readers, so please share your thoughts or questions below in the comments!
The post Kurama-dera Temple Info, Tips & Review appeared first on Travel Caffeine.
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injamaica · 6 years
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St Mary Parish, Jamaica (Caribbean). Its chief town and capital is Port Maria, located on the coast. Geography: It is one of Jamaica's smallest parishes, situated on the northeast section of Jamaica in the county of Middlesex, bordered by Portland to the East, St Ann to the West, parts of St Catherine and St Andrew to the South, and the Caribbean Sea to the north. St Mary is the 10th largest parish and also the birthplace of established dancehall reggae artists, such as Capleton, Lady Saw, Ninja Man, Sizzla and Tanya Stephens. ⭐Points of interest: 00:24 St Mary Parish begins 00:24 St Mary / St Thomas Parish Border 00:38 Golden Grove District 03:51 To Fort Stewart / Enfield Main Road 04:44 Iter Boreale District 05:21 Annotto Bay 05:26 Annotto Bay High School 06:42 Old Annotto Bay Train Station 07:05 To Annotto Bay Hospital 08:16 To Annotto Bay Primary School 08:47 Annotto Bay Courthouse 08:51 Annotto Bay Bus Station 08:53 Annotto Bay Police Station 09:51 Annotto Bay Police Station 10:55 To Gray's Inn Great House 11:04 Annotto Bay Cemetery 11:30 Gray's Inn Sports Complex 11:44 Annotto Bay Roundabout 11:50 To Kingston / Highgate 11:57 To Port Maria / Ocho Rios / St Ann 12:00 St Mary Banana Chips Factory 12:07 Banana Field 12:19 Cassava Field 12:39 Wag Water River 12:50 Agualta Vale District 13:11 To Agualta Vale Lift Station 13:47 Coconut Field 14:11 Alternate route to Highgate 14:26 To Robins Bay / Hike Road 14:59 Rosend District 15:22 Pepper Field 15:52 Water Valley District 16:03 To Islingston District 16:03 To Water Valley Primary School 18:08 Albany District 20:19 To Islington District 20:41 To Highgate 21:29 Martin District 21:37 Martin Primary and Infant School 23:07 To Islington District 23:14 Whitehall District 24:31 Whitehall Estate 25:01 To Highgate 26:20 Ballards Valley / To Hamstead 26:34 To Heywood Hall 27:01 Llanrumney District 27:07 Buccaneer's Jerk & Juice 28:43 Cambridge District 29:12 Sandside District 29:23 Sandside Primary School 29:32 To Hamstead District / To Bonney Gate 30:12 Trinity District 30:32 Port Maria Cemetery 30:51 Port Maria 31:41 Hospital Road / To Port Maria Public Hospital 32:14 Jamaica Public Service Port Maria 32:22 JDF Whitehorne Barracks (E Coy 3JR) 32:29 Port Maria Preparatory and High School 32:47 Emmanuel Apostolic Church, Port Maria 32:51 Ministry of Social Security, Port Maria 33:09 Port Maria Primary School 33:24 Port Maria Town Centre 34:21 To Islington 34:25 Crossing Ochum River (also Otram River) 34:34 Emmanuel Baptist Church 34:39 Port Maria Market 34:42 St Mary Municipal Corporation 34:44 St Mary Parish Library / Claude Stuart Park 34:47 Old Port Maria Courthouse Port Maria Civic Centre 34:49 St Mary Parish Church 35:00 Old Port Maria Fire Station 36:20 Little Bay District 37:40 Castle Gordon District 37:48 Casa Maria Hotel 37:53 Kokomo Beach Bar 38:24 To Mason Hall / Grants Town 38:55 Noel Coward's Blue Harbour 39:06 Galina District 39:19 Galina Breeze Hotel 40:15 Galina Primary School 40:25 To Galina Lighthouse, Galina Point 42:08 Race Course District 45:21 Oracabessa 45:25 GoldenEye Resort 45:39 To James Bond Beach 46:04 Oracabessa Seventh Day Adventist Church 46:08 To Oracabessa Primary School 46:46 Oracabessa Clinic 46:49 Oracabessa Police Station 47:29 Oracabessa Post Office 47:33 To James Bond Beach 47:36 Oracabessa Market 47:44 Oracabessa Town Centre 48:05 To Mason Hall 48:38 To Jacks River 48:55 James Bond Beach Main Entrance 49:26 Golden Seas Beach Resort (Not in operation) 50:05 Boscobel 51:24 Ian Fleming International Airport 52:28 To Boscobel Primary School 52:59 Beaches Ocho Rios Resort & Golf Club 54:14 Stewart Town 55:27 To Mango Valley / Mango Valley Road 55:36 Emerald Estate Gated Community 55:55 Shiphouse location 56:03 Rio Nuevo 56:35 Ocean Ridge 56:45 Palm Grove 57:02 Rio Nuevo River 57:39 Spring Valley Estate 57:46 Rio Nuevo Battle Site (History museum) 58:31 Tower Isle 58:38 Tower Isle Post Office 58:38 Area 2 Police HQ 58:42 Pompano Bay 59:20 To Iona Preparatory School 1:00:17 Couples Tower Isle (Adult Only Resort) 1:01:55 Reggae Beach 1:02:16 To Retreat 1:02:59 Yaaman Adventure Park 1:03:02 Prospect Police Station 1:03:24 Ocho Rios 1:03:28 Couples Sans Souci All Inclusive Hotel 1:04:01 St Mary Parish ends here 1:04:03 White River 1:04:05 St Mary / St Ann Parish Border 1:04:05 St Mary Parish ends ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 👉 SUBSCRIBE to get updates in Jamaica. https://goo.gl/sDr2yz ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Website: http://bit.ly/2CrIOOr Location on Google Maps: https://goo.gl/N5t3ph 2019 Road Trip footage using the GoPro HERO4 Silver Edition. MUSIC: "Bomber (Sting)" by Riot (Reggae). #InJamaica #Jamaica #StMary #StMaryJamaica #StMaryParish #StMaryParish #SaintMary #SaintMaryParish #StMaryParishJamaica by InJamaica
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Troubleshooting Local Ranking Failures [Updated for 2018]
Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
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christinesumpmg · 7 years
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Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2me2V9i
0 notes
byronheeutgm · 7 years
Text
Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2me2V9i
0 notes
mercedessharonwo1 · 7 years
Text
Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2me2V9i
0 notes
rodneyevesuarywk · 7 years
Text
Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2me2V9i
0 notes
moyalucom · 2 years
Text
10 Secrets About the Hidden strength of Number 11 in Numerology
10 Secrets About the Hidden strength of Number 11 in Numerology
Numbers symbolize quantity. Numbers also symbolize qualities, as by number symbolism, better known as numerology. The number 11 is one of the most popular topics in basic numerology due to the rare energy it represents. Below are ten things you need to know about the number 11. 1. Chances are the number 11 has been emblematically connected to uncommon experiences you’ve had. For example, seeing…
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dainiaolivahm · 7 years
Text
Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2me2V9i
0 notes
conniecogeie · 7 years
Text
Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2me2V9i
0 notes
ormlacom · 7 years
Text
Troubleshooting Local Ranking Failures [Updated for 2018]
Something every woman should know - WHY MEN LIE!
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
Reverse Phone - People Search - Email Search - Public Records - Criminal Records. Best Data, Conversions, And Customer Suppor
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tracisimpson · 7 years
Text
Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
Troubleshooting Local Ranking Failures [Updated for 2018]
Troubleshooting Local Ranking Failures [Updated for 2018]
Posted by MiriamEllis
I love a mystery… especially a local search ranking mystery I can solve for someone.
Now, the truth is, some ranking puzzles are so complex, they can only be solved by a formal competitive audit. But there are many others that can be cleared up by spending 15 minutes or less going through an organized 10-point checklist of the commonest problems that can cause a business to rank lower than the owner thinks it should. By zipping through the following checklist, there’s a good chance you’ll be able to find one or more obvious “whodunits” contributing to poor Google local pack visibility for a given search.
Since I wrote the original version of this post in 2014, so much has changed. Branding, tools, tactics — things are really different in 2018. Definitely time for a complete overhaul, with the goal of making you a super sleuth for your forum friends, clients, agency teammates, or executive superiors.
Let’s emulate the Stratemeyer Syndicate, which earned lasting fame by hitting on a simple formula for surfacing and solving mysteries in a most enjoyable way.
Before we break out our magnifying glass, it’s critical to stress one very important thing. The local rankings I see from an office in North Beach, San Francisco are not the rankings you see while roaming around Golden Gate park in the same city. The rankings your client in Des Moines sees for things in his town are not the same rankings you see from your apartment in Albuquerque when you look at Des Moines results. With the user having become the centroid of search for true local searches, it is no mystery at all that we see different results when we are different places, and it is no cause for concern.
And now that we’ve gotten that out of the way and are in the proper detective spirit, let’s dive into how to solve for each item on our checklist!
☑ Google updates/bugs
The first thing to ask if a business experiences a sudden change in rankings is whether Google has done something. Search Engine Land strikes me as the fastest reporter of Google updates, with MozCast offering an ongoing weather report of changes in the SERPs. Also, check out the Moz Google Algo Change history list and the Moz Blog for some of the most in-depth strategic coverage of updates, penalties, and filters.
For local-specific bugs (or even just suspected tests), check out the Local Search Forum, the Google My Business forum, and Mike Blumenthal’s blog. See if the effects being described match the weirdness you are seeing in your local packs. If so, it’s a matter of fixing a problematic practice (like iffy link building) that has been caught in an update, waiting to see how the update plays out, or waiting for Google to fix a bug or turn a dial down to normalize results.
*Pro tip: Don’t make the mistake of thinking organic updates have nothing to do with local SEO. Crack detectives know organic and local are closely connected.
☑ Eligibility to list and rank
When a business owner wants to know why he isn’t ranking well locally, always ask these four questions:
Does the business have a real address? (Not a PO box, virtual office, or a string of employees’ houses!)
Does the business make face-to-face contact with its customers?
What city is the business in?
What is the exact keyword phrase they are hoping to rank for?
If the answer is “no” to either of the first two questions, the business isn’t eligible for a Google My Business listing. And while spam does flow through Google, a lack of eligibility could well be the key to a lack of rankings.
For the third question, you need to know the city the business is in so that you can see if it’s likely to rank for the search phrase cited in the fourth question. For example, a plumber with a street address in Sugar Land, TX should not expect to rank for "plumber Dallas TX." If a business lacks a physical location in a given city, it’s atypical for it to rank for queries that stem from or relate to that locale. It’s amazing just how often this simple fact solves local pack mysteries.
☑ Guideline spam
To be an ace local sleuth, you must commit to memory the guidelines for representing your business on Google so that you can quickly spot violations. Common acts of spam include:
Keyword stuffing the business name field
Improper wording of the business name field
Creating listings for ineligible locations, departments, or people
Category spam
Incorrect phone number implementation
Incorrect website URL implementation
Review guideline violations
If any of the above conundrums are new to you, definitely spend 10 minutes reading the guidelines. Make flash cards, if necessary, to test yourself on your spam awareness until you can instantly detect glaring errors. With this enhanced perception, you’ll be able to see problems that may possibly be leading to lowered rankings, or even… suspensions!
☑ Suspensions
There are two key things to look for here when a local business owner comes to you with a ranking woe:
If the listing was formerly verified, but has mysteriously become unverified, you should suspect a soft suspension. Soft suspensions might occur around something like a report of keyword-stuffing the GMB business name field. Oddly, however, there is little anecdotal evidence to support the idea that soft suspensions cause ranking drops. Nevertheless, it’s important to spot the un-verification clue and tell the owner to stop breaking guidelines. It’s possible that the listing may lose reviews or images during this type of suspension, but in most cases, the owner should be able to re-verify his listing. Just remember: a soft suspension is not a likely cause of low local pack rankings.
If the listing’s rankings totally disappear and you can’t even find the listing via a branded search, it’s time to suspect a hard suspension. Hard suspensions can result from a listing falling afoul of a Google guideline or new update, a Google employee, or just a member of the public who has reported the business for something like an ineligible location. If the hard suspension is deserved, as in the case of creating a listing at a fake address, then there’s nothing you can do about it. But, if a hard suspension results from a mistake, I recommend taking it to the Google My Business forum to plead for help. Be prepared to prove that you are 100% guideline-compliant and eligible in hopes of getting your listing reinstated with its authority and reviews intact.
☑ Duplicates
Notorious for their ability to divide ranking strength, duplicate listings are at their worst when there is more than one verified listing representing a single entity. If you encounter a business that seems like it should be ranking better than it is for a given search, always check for duplicates.
The quickest way to do this is to get all present and past NAP (name, address, phone) from the business and plug it into the free Moz Check Listing tool. Pay particular attention to any GMB duplicates the tool surfaces. Then:
If the entity is a brick-and-mortar business or service area business, and the NAP exactly matches between the duplicates, contact Google to ask them to merge the listings. If the NAP doesn’t match and represents a typo or error on the duplicate, use the “suggest an edit” link in Google Maps to toggle the “yes/no” toggle to “yes,” and then select the radio button for “never existed.”
If the duplicates represent partners in a multi-practitioner business, Google won’t simply delete them. Things get quite complicated in this scenario, and if you discover practitioner duplicates, tread carefully. There are half a dozen nuances here, including whether you’re dealing with actual duplicates, whether they represent current or past staffers, whether they are claimed or unclaimed, and even whether a past partner is deceased. There isn’t perfect industry agreement on the handling of all of the ins-and-outs of practitioner listings. Given this, I would advise an affected business to read all of the following before making a move in any direction:
How to Delete a Google My Business Listing: A Common Question with a Complex Answer
Why You Cannot Ignore Practitioner Listings on Google My Business
Practitioner Listings: To Claim or Not to Claim
☑ Missing/inaccurate listings
While you’ve got Moz Check Listing fired up, pay attention to anything it tells you about missing or inaccurate listings. The tool will show you how accurate and complete your listings on are on the major local business data aggregators, plus other important platforms like Google My Business, Facebook, Factual, Yelp, and more. Why does this matter?
Google can pull information from anywhere on the web and plunk it into your Google My Business listing.
While no one can quantify the exact degree to which citation/listing consistency directly impacts Google local rankings for every possible search query, it has been a top 5 ranking factor in the annual Local Search Ranking Factors survey as far back as I can remember. Recently, I’ve seen some industry discussion as to whether citations still matter, with some practitioners claiming they can’t see the difference they make. I believe that conclusion may stem from working mainly in ultra-competitive markets where everyone has already got their citations in near-perfect order, forcing practitioners to look for differentiation tactics beyond the basics. But without those basics, you’re missing table stakes in the game.
Indirectly, listing absence or inconsistency impacts local rankings in that it undermines the quest for good local KPIs as well as organic authority. Every lost or misdirected consumer represents a failure to have someone click-for-directions, click-to-call, click-to-your website, or find your website at all. Online and offline traffic, conversions, reputation, and even organic authority all hang in the balance of active citation management.
☑ Lack of organic authority
Full website or competitive audits are not the work of a minute. They really take time, and deep delving. But, at a glance, you can access some quick metrics to let you know whether a business’ lack of achievement on the organic side of things could be holding them back in the local packs. Get yourself the free MozBar SEO toolbar and try this:
Turn the MozBar on by clicking the little “M” at the top of your browser so that it is blue.
Perform your search and look at the first few pages of the organic results, ignoring anything from major directory sites like Yelp (they aren’t competing with you for local pack rankings, eh?).
Note down the Page Authority, Domain Authority, and link counts for each of the businesses coming up on the first 3 pages of the organic results.
Finally, bring up the website of the business you’re investigating. If you see that the top competitors have Domain Authorities of 50 and links numbering in the hundreds or thousands, whereas your target site is well below in these metrics, chances are good that organic authority is playing a strong role in lack of local search visibility. How do we know this is true? Do some local searches and note just how often the businesses that make it into the 3-pack or the top of the local finder view have correlating high organic rankings.
Where organic authority is poor, a business has a big job of work ahead. They need to focus on content dev + link building + social outreach to begin building up their brand in the minds of consumers and the “RankBrain” of Google.
One other element needs to be mentioned here, and that’s the concept of how time affects authority. When you’re talking to a business with a ranking problem, it’s very important to ascertain whether they just launched their website or just built their local business listings last week, or even just a few months ago. Typically, if they have, the fruits of their efforts have yet to fully materialize. That being said, it’s not a given that a new business will have little authority. Large brands have marketing departments which exist solely to build tremendous awareness of new assets before they even launch. It’s important to keep that in mind, while also realizing that if the business is smaller, building authority will likely represent a longer haul.
☑ Possum effect
Where local rankings are absent, always ask:
“Are there any other businesses in your building or even on your street that share your Google category?”
If the answer is “yes,” search for the business’ desired keyword phase and look at the local finder view in Google Maps. Note which companies are ranking. Then begin to zoom in on the map, level by level, noting changes in the local finder as you go. If, a few levels in, the business you’re advising suddenly appears on the map and in the local finder, chances are good it’s the Possum filter that’s causing their apparent invisibility at the automatic zoom level.
Google Possum rolled out in September 2016, and its observable effects included a geographic diversification of the local results, filtering out many listings that share a category and are in close proximity to one another. Then, about one year later, Google initiated the Hawk update, which appears to have tightened the radius of Possum, with the result that while many businesses in the same building are still being filtered out, a number of nearby neighbors have reappeared at the automatic zoom level of the results.
If your sleuthing turns up a brand that is being impacted by Possum/Hawk, the only surefire way to beat the filter is to put in the necessary work to become the most authoritative answer for the desired search phrase. It’s important to remember that filters are the norm in Google’s local results, and have long been observed impacting listings that share an address, share a phone number, etc. If it’s vital for a particular listing to outrank all others that possess shared characteristics, then authority must be built around it in every possible way to make it one of the most dominant results.
☑ Local Service Ads effect
The question you ask here is:
“Is yours a service-area business?”
And if the answer is “yes,” then brace yourself for ongoing results disruption in the coming year.
Google’s Local Service Ads (formerly Home Service Ads) make Google the middleman between consumers and service providers, and in the 2+ years since first early testing, they’ve caused some pretty startling things to happen to local search results. These have included:
An episode in which Google’s requirement for Advanced Verification resulted in something like 90% of listings being kicked out of the results in San Diego
SABs who haven’t signed up for LSA being removed from 3-packs and relegated to no-man’s land at the bottom of ad units.
Mass removal of home-based businesses from the local results, due their lack of a visible address … and then Google saying this was a bug
Spam listings disappearing and then reappearing
Suffice it to say, rollout to an ever-increasing number of cities and categories hasn’t been for the faint of heart, and I would hazard a guess that Google’s recent re-brand of this program signifies their intention to move beyond the traditional SAB market. One possible benefit of Google getting into this type of lead gen is that it could decrease spam, but I’m not sold on this, given that fake locations have ended up qualifying for LSA inclusion. While I honor Google’s need to be profitable, I share some of the qualms business owners have expressed about the potential impacts of this venture.
Since I can’t offer a solid prediction of what precise form these impacts will take in the coming months, the best I can do here is to recommend that if an SAB experiences a ranking change/loss, the first thing to look for is whether LSA has come to town. If so, alteration of the SERPs may be unavoidable, and the only strategy left for overcoming vanished visibility may be to pay for it... by qualifying for the program.
☑ GMB neglect
Sometimes, a lack of competitive rankings can simply be chalked up to a lack of effort. If a business wonders why they’re not doing better in the local packs, pull up their GMB listing and do a quick evaluation of:
Verification status – While you can rank without verifying, lack of verification is a hallmark of listing neglect.
Basic accuracy – If NAP or map markers are incorrect, it’s a sure sign of neglect.
Category choices – Wrong categories make right rankings impossible.
Image optimization – Every business needs a good set of the most professional, persuasive photos it can acquire, and should even consider periodic new photo shoots for seasonal freshness; imagery impacts KPIs, which are believed to impact rank.
Review count, sentiment and management – Too few reviews, low ratings, and lack of responses = utter neglect of this core rank/reputation-driver.
Hours of operation – If they’re blank or incorrect, conversions are being missed.
Main URL choice – Does the GMB listing point to a strong, authoritative website page or a weak one?
Additional URL choices – If menus, bookings, reservations, or placing orders is part of the business model, a variety of optional URLs are supported by Google and should be explored.
Google Posts – Early-days testing indicates that regular posting may impact rank.
Google Questions and Answers – Pre-populate with best FAQs and actively manage incoming questions.
There is literally no business, large or small, with a local footprint that can afford to neglect its Google My Business listing. And while some fixes and practices move the ranking needle more than others, the increasing number of consumer actions that take place within Google is reason enough to put active GMB management at the top of your list.
Closing the case
The Hardy Boys never went anywhere without their handy kit of detection tools. Their father was so confident in their utter preparedness that he even let them chase down gangs in Hong Kong and dictators in the Guyanas (which, on second thought, doesn’t seem terribly wise.) But I have that kind of confidence in you. I hope my troubleshooting checklist is one you’ll bookmark and share to be prepared for the local ranking mysteries awaiting you and your digital marketing colleagues in 2018. Happy sleuthing!
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