On Monday, November 15, Google introduced Hotpot, a location-based service that encourages users to rate and review local businesses. Hotpot then makes personal recommendations based upon ratings made by the user and their friends.
Google Maps for Android was updated to include a “Rate Places” widget. Google says an iPhone version will be released soon.
Google Hotpot is the company’s move to compete with destinations like Yelp and Foursquare, which are becoming users’ first stop when looking for local businesses.
This increased customization of search results will likely impact local search engine optimization and we are staying on top of the constant changes.
Many significant changes to the way Google serves search results have occurred in the last few months, most notable are Instant Search and full integration of Places in organic results. These changes further illustrate Google’s use of your location when determining what results to show the user. Google uses your IP address (and other geolocation factors) to determine your location. You can also manually set your location in the left sidebar.
These changes leave everyone asking “how will this affect optimizing efforts?”
We constantly analyze data to ensure our clients remain on the first page of results. With almost two months of data since Instant was released, we have seen that users are typing the location with less frequency.
Let’s look at a user searching for a chiropractor. At Google.com, as they begin to type c-h-i, suggestions and results will be displayed. Google is making numerous decisions as the user types each letter, most of which are based on the users location. Once the user has type C-H-I-R, Google begins to display Place results and the corresponding map. The results shown are based on Google’s prediction that the user is searching for Chiropractor (the first suggestion, with remaining letters appearing in light gray in the search box).
Now let’s look at a user who types “chiropractor in irvine ca,” perhaps because they are using their browser’s search box and are not presented with Place results after just four keystrokes. This query returns different results.
The below chart and screenshots demonstrate the difference between each query. In this scenario, the results are 100% different, not a single business listing is the same. Interesting to note that the first search result is the traditional 7-pack of business listings; while the second result set is the new local-hybrid results.
“Chiropractor”
“Chiropractor in Irvine CA”
A
Zen Care Wellness Center
Chiropractor In Irvine, Lee Chiropractic
B
Irvine Chiropractor Wellness Center Irvine
Chiropractor Irvine, CA
C
Shakib Mamak DC- Shakib Mamak DC
Irvine, CA Chiropractor at Edlund Chiropractic P.C.
D
Chiropractic Sanctuary The
Chiropractic Center of Irvine
E
Irvine Family Chiropractic
Orange County Chiropractor
F
Roger Lee Chiropractic Inc
Bocchino Chiropractic
G
Burns Chiropractic and Sports Clinic
Yoga Shakti Wellness Center
This variation of search results holds true for a majority of queries performed with and without the location. This emphasizes the importance of a well optimized website and sophisticated local online marketing strategy.
Google results have seen major renovation over the last few months, from the introduction of the sidebar, automatic geo-location to instant search. This week the search goliath unveiled a richer integration of business listings that completely occupy the search result page.
The experimental enhancement fully integrates Google Places as the focus of search result. These “hybrid results” showcase the critical importance of local search engine optimization. Listings in the search results are equivalent to that of Google Maps search; so local SEO efforts, such as those we perform for local businesses, are the key factor in ranking. The new format, however, introduces potential opportunities for more exposure.
To see an example of this feature in action, use this experimental search result page.
This change and increased focus on local comes just weeks after long time Googler, Marissa Mayer embraced a new role as VP of Location, Local Services, who has a long standing history of keeping Google’s user interface extremely user-friendly.
Also announced this week was Google Boost, a new local advertising program. (Official Post.)
These changes are likely the first of many more to come as the internet plays a growing role in our lives; it also emphasize the importance of Local in everyday search and reinforces our vital role in keeping local businesses in the forefront of the changing landscape.
Let me know what you like and don’t like about the new layout.
