Last week we discussed important research regarding “near me” search queries. Today we’ve got a Google update, along with some digital marketing insights you may have missed.

Google Maps Sees Justifications Rolled Out for Local Businesses

We’re starting with justifications this week. Over on Search Engine Roundtable, Barry Schwartz reported on the addition of justifications to the Google Maps mobile interface and app.

A quick reminder – justifications are snippets of text included within a business listing to justify why that business is showing for a particular keyword.

To make it easier for customers to find what they’re looking for, Google overlays review snippets, mentions, menu items and other elements onto the local pack listings. And now they’ve expanded the feature, as it seems many are seeing these overlays in Google Maps.

We did some testing ourselves and can validate that we’re seeing this in maps as well. While what was reported on Search Engine Roundtable was referred to as service justifications, we are seeing review justifications and “their website mentions” justifications also.

As you can see above, a search for “personal injury lawyer mckinney” returns a number of businesses with review snippets. Similarly, the term “probate litigation attorney mckinney” includes website mentions for related attorney services. Ultimately, the inclusion of these justifications creates a richer experience – one that can lead a searcher toward their preferred service.

If you’re not familiar with justifications or mentions, we’ve covered it before in several different posts:

• How Mentions Help Google Business Profile Listings Surface in the Map Pack and Finder
• Zero-Click Search & What It Has to Do With Google Business Profile
• Why Is Google Business Profile So Important?

Surfacing in the local pack or Google Maps for justifications comes down to providing comprehensive and accurate business data that satisfies Google – and the needs of searchers.

Optimizing both a Google Business Profile (GBP) and the business’ website is fundamental to the process. An optimized website and GBP work together to improve a business’ appearance in the local pack, Google Maps and organic search.

Are You Adding Images to Google Business Profiles?

Speaking of optimizing your clients’ GBPs, Claire Carlile shared some valuable tips on taking advantage of Google’s visual search push, including encouraging user-generated content (UGC).

You’ve probably noticed that we have been strong advocates of adding images to your clients’ Google Business Profiles for a while now.

Images are one type of user-generated content that can be extremely helpful in improving the visibility of a GBP.

Shown above are two examples of how adding photos on a GBP can bring a lot more views for your local business clients in comparison to other similar businesses.

It’s worth noting that both of these businesses are doctor’s offices. It can be difficult to locate quality images appropriate for a GBP for this type of business. But this Advice Local partner got creative about getting relevant images designed to add on the GBP – and it has been paying off with lots of views.

In fact, Google itself recommends adding photos to a GBP for better interaction with customers.

According to Google, businesses that add photos to a GBP get 42% more requests for directions on Google Maps, and 35% more clicks to a business’ website when compared to profiles without photos. Simply put, with Google continuously improving its visual analysis tools, including images is a smart move right now (and it will continue to be).

Justifications Are Appearing in #Google #Maps, Images & More by @BernieColeman via @Advice_Local #SEO
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Last week we talked about how citations can help businesses achieve multiple Google listings. This week we’re turning our attention to the recent Google I/O conference, and all the latest updates from this year’s event.

Google’s Biggest Announcements From I/O 2022

With Google I/O this past week, we wanted to bring you some of the most important announcements and reveals for those that missed watching it.

Photos & Near Me Search Are Coming to Local

Google announced that very soon users will be able to snap a photo and add the words “near me” to get local results. Another feature coming to multisearch is the ability to pan your camera, ask a question, then see relevant information about what’s surrounding you.

Google Lens Is Gaining in Popularity

Have you embraced Google Lens? It’s now being used over 8 billion times a month – that’s up 3x compared to last year and yes, this will only continue to grow. While Google Glass died quite quickly, it seems Google Lens is turning out to be another story.

Google Assistant Is Getting Smarter

More improvements to the Google Assistant just rolled out. If you have the Nest Hub Max, you can look and talk without first having to say “Hey Google.” Does this mean you’re always being watched? Well, let’s hope not.

Google also shared that they are making improvements to the assistant. So for example, when someone pauses and hasn’t quite finished speaking it will understand that, and wait to process your request. I know Siri users wish this feature was available.

Immerse Yourself in Google Maps

Look at this immersive view of Google Maps! According to Google’s tweet, “It uses advances in computer vision and AI to fuse together billions of Street View images.” Understand that Google will continue to improve its Maps product. In brief, local businesses that are not using all the features available in their Google Business Profile are really missing out.

Google Translate Adds 24 More Languages

How many languages do you speak? With Google Translate getting 24 new languages, you’ll be able to converse with people from even more countries. For instance, let’s say your client is serving customers from diverse backgrounds. Did you know you can set up your client’s website to use Google Translate so that the text on the page will automatically change to a different language based on settings the user selects?

Here’s a 12-minute version of this year’s Google I/O so you can get the scoop on more announcements.

Everything You May Have Missed From #GoogleIO 2022 by @BernieColeman via @Advice_Local
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Whether you follow us for the latest news in local, use our business listing management solution or our Google Business Profile solutions, we are here for you. Request a demo today to learn how we can help you better service your local business clients right away. Call us at (214) 310-1356 for help.

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Last week we discussed the introduction of automatic updates to business hours on Google Business Profiles. This week we’re looking at Google’s growing local relevance signals, and why this makes Google EAT (expertise, authoritativeness and trustworthiness) more important than ever for a business’ Google Business Profile.

Are You Applying Google EAT to Clients’ Google Business Profiles?

We’ve talked with you quite a bit about adding EAT to your clients’ Google Business Profiles – and for good reason.

As Damian Rollison points out, Google uses the elements within a Google Business Profile (GBP) – such as services, photos and so on – to determine relevance. Other items, like GBP posts, are shown to also influence relevance.

These justifications (as many call them) are also influenced by services and information on the business’ website. We originally spotted this in 2019, and discussed here how you can help your local business clients influence the local pack by adding EAT to their Google Business Profiles – yes, referred to as Google My Business back then.

Local Search Relevance and Justifications

You may have noticed examples of justifications in local search results as well. Essentially, justifications are snippets of text that indicate why the Google Business Profile is being featured for a particular search query. Here are just a few examples of the reasons Google uses to justify a listing:

• Provides – Examples of relevant services listed on a GBP.
• In stock – Up-to-date record of available products at a client’s store.
• Posts – A relevant offer taken from recent Google posts.
• Their website mentions – Services taken from a business’ website.
• Menu highlight – A specific type of food, such as pasta or pizza.
• Reviews – A review snippet taken from a GBP review.

As you can see, Google is helping searchers determine why they might be interested in a business. Plus, for us as local marketers, this clearly demonstrates the need for a comprehensive Google Business Profile. For example, imagine a business that didn’t list all their services on their GBP or website. If Google cannot be certain that a business offers a particular service, that business likely will not be featured for the more specific searches.

But Google’s push to expand local search doesn’t end there. As Damian also points out, local search is beginning to merge with Google Shopping to offer more comprehensive and consumer-focused SERPs (search engine results pages). Thanks to improvements in Google’s visual recognition technology, relevant searches are likely to feature product offerings besides the usual business data.

At Advice Local, we’re heavily in favor of adding a wide variety of images to a business’ Google Business Profile. This strategy can certainly pay off for action-taking businesses, as Google showcases relevant products for targeted searches.

If you see elements like Google posts, products and service details as being simply “optional extras,” it’s time to rethink this. It’s obvious that Google is offering an extensive local search experience that delivers more for consumers than ever before. And while Google is using AI to do much of the work, you can make things easier by creating up-to-date and complete Google Business Profiles for each of your clients.

Local Ranking Factors and Search Visibility

We’ve recently mentioned that several ranking factors influence local pack results. For a quick reminder, we’re talking about relevance, proximity and prominence. Ideally, a business should satisfy all three factors – be appropriate for the search query, located close to the target destination – and recognized as a high-quality business.

As you well know, local pack and map results are customized for each user. Since you can’t be certain which of the three factors mentioned above will win out, what do you do? The answer here is to make use of all available elements in a GBP, along with maintaining a business website, continuing to add fresh Google posts – and underpinning these factors with Google EAT.

Using #Google EAT to Influence Local Relevance Signals by @BernieColeman @Advice_Local #SEO #GMB #GBP
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Last week we detailed how to perform a simple local presence audit for your local clients. This week we’re looking at prominence, and how it can help businesses get greater visibility in Google’s local pack.

New SOCi Study Looks Into Local Ranking Factors

Remember when Search Engine Journal brought up the relevance between prominence and EAT (expertise, authoritativeness and trustworthiness) a while back? Around that time, we covered how businesses can apply EAT to Google Business Profiles (GBP) to win in the Vicinity update.

Well, last week Damian Rollison on Street Fight shared a sneak peek into a study completed by SOCi that shows how prominence can win out over relevance and proximity in the local pack (in some cases). The study uncovered a surprising data point in the top 20 local search rankings – many of the lower positioned listings actually had a greater volume of positive reviews than even the third position listing in the local pack.

The Key Ranking Factors for the Local Pack

A quick refresher – local search listings are primarily determined by three ranking factors.

• Relevance – How applicable a listing is believed to be to a user’s search intent.
• Proximity – The distance between the searcher and the business location.
• Prominence – Positive brand recognition corresponding to Google EAT factors.

So, if listings further down in maps have a greater number of reviews than others in more prominent positions, it could imply that a local pack listing within the top three positions is less important than previously thought. However, a deeper analysis of the study showed more complicated factors at work, and we’re looking forward to seeing the complete SOCi study.

For each local search term, Google has only a limited inventory of listings that meet the three criteria of relevance, proximity and relevance. When the options are exhausted, the search results must sacrifice one of these factors to some degree.

In light of the Vicinity update, it may be somewhat surprising that prominence has emerged as an increasingly relevant factor. In practice, this means that the proximity to a searcher or relevance to the search query will begin to loosen. However, prominence (the number of positive reviews and brand sentiment) will remain high.

And what’s the reason listings further down the page often have more positive reviews? Well, Street Fight points out that these listings may not be perfectly located or relevant to the search query being monitored, but they are often the prime listing for a fairly similar query.

It appears Google is willing to reward the exceptional local businesses in one specific vertical with search visibility in an additional vertical (even if it’s less relevant) if they have a higher prominence. So for example, say you help your moving company client become the primary listing in the local pack. This client could then also be featured in the top 10 for storage companies. And while local businesses want positions one through three, even businesses in position 10 can win if they feature across many search terms.

This brings us back to Google EAT. With prominence becoming a critical element for local businesses and their search visibility, quality brands with respected names and positive reviews will prosper. To achieve this, local businesses need to work on showcasing their expertise, authoritativeness and trustworthiness in everything they do.

These Key Factors Can Influence the Local Pack in Many Ways by @BernieColeman via @Advice_Local #SEO
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With it being the 5th week of the month, we thought a roundup post would be useful. There were quite a few interesting news stories from this last week that we wanted to share.

1. When It Comes to GBP Spam, Google Is Still Fighting the Good Fight

Do you remember back in 2021 when Google shared how they were tackling spam? We highlighted the most important data they reported, including their stopping 3 million bad actors from verifying Google Business Profiles that didn’t belong to them.

Well, last week Google shared how they kept information on Google Maps reliable in 2021. The report revealed that they removed more than 7 million fake Google Business Profiles (GBPs), stopped 12 million attempts to create fake GBPs, as well as 8 million attempts to claim GBPs that didn’t belong to them. They also shared information about reviews, photos, etc. It’s quite the data-packed read – you might want to check it out.

They did give some of the credit to those of us who are Local Guides, stating that this “local knowledge that our global community contributes is a huge part of what makes Google Maps more than a navigation tool.”

If you are not a Local Guide, it’s pretty simple to sign up. And once signed up, you’ll earn points for reviews, photos, etc. that you upload. The higher your Local Guide status, the easier it will be for you to get your edits accepted where you report GBP spam.

2. Google Is Testing Booking Appointments Within GBPs for Some Healthcare Providers

In other GBP news, it seems Google is testing the ability for consumers to see appointments and booking availability for medical appointments directly through search. At this point, it seems they’re testing this only with a few healthcare providers. Barry Schwartz covered the topic on Search Engine Land.

Not every healthcare provider uses booking apps to manage their patients’ appointments, and if this change goes out mainstream, their decision to avoid booking apps could hit them hard. We agree with Greg Sterling, who stated on Near Media that this is Google’s attempt to once again be a gatekeeper and insert itself into more local transactions.

3. Google Partners Directory Is Available (Again)

Google has once again rolled out its Google Partners directory, this time with requirements that are a bit less restrictive. If you’re thinking about becoming a Google Partner, you may want to check it out.

4. Business Listings Are the Hot Topic on Search Engine Journal

Business listings seemed to be a hot topic on Search Engine Journal over the last week with several blog posts that caught our attention, including Why NAP & User Experience Are Crucial to Local SEO and 21 Web Directories You’ll Still Want to Use. In this second article, pay close attention starting at point #5 on the list, and review some of the many directories we can help you with – and more.

Hopefully you’re well aware of the fact that we are strong proponents of business listings and their value, and how building citations on authoritative data sources will help you improve your clients’ visibility in the local pack, Google Maps – and ultimately organic search results.

5. Facebook Says Watchbait Is a No-No

For those of you who follow social media closely (or have in the past), you may remember when Facebook updated its algorithms to detect clickbait and reduce the visibility of this type of content in the newsfeed. Well, Facebook is now telling users they cannot use watchbait tactics. They present a list of strategies that a video should avoid using, which includes withholding, sensationalizing and misleading.

What’s New With #Google, #GBP Spam, Bookings From Search, Plus More by @BernieColeman via @Advice_Local #SEO
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