Driving Success from the Local Pack

The Driving Data of Local Search

George FreitagLocal Search Evangelist, Moz@georgefreitag

How this will go:• Why the Local Pack is important• How is the Local Pack different• How can you influence the Local Pack• How to report on the Local Pack

It’s not enough to know the Local Pack

You need to know yourLocal Pack

@georgefreitagLocal Intent has Increased

@georgefreitag

9.1%

14.8%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Local Packs Show Up More Often

62% Increase in Local Pack

Presence from 2014 to 2016

% o

f Goo

gle

SER

Ps th

at c

onta

in a

Loc

al P

ack

@georgefreitagSingle Business Results

@georgefreitag

0%

5%

10%

15%

20%

25%

30%

Local Pack + Single Business%

of G

oogl

e SE

RPs

that

con

tain

a L

ocal

SER

P

Almost a Quarter of SERPs use some kind of GMB-driven

local result

(no single business data available)

Analyze yourLocal Pack type

@georgefreitagTypical Local Pack

@georgefreitagRestaurant & Bar Local Pack

Hotel Local Pack

… you get more Google

@georgefreitagRestaurant & Bar “More Places”

~25% of interactions

with Local Pack SERPs are

@georgefreitag

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

hospitality heatlhcare & beauty

restaurants & bars

financial professional svc

automotive retail

Invisible Local Pack Interactions%

of i

nvis

ible

inte

ract

ions

w/ L

ocal

Pac

k Clickstream data based on 14,000

queries from

@georgefreitag45% of ”hotel” searches interact

@georgefreitag25% of “car dealers” searches interact

Hours

Know your Local Pack competitors

@georgefreitag

“chinese restaurant” near seattle

A

B

C

The Local Pack Changes

@georgefreitag

2/14 2/16 2/17

“chinese restaurant” near seattle

A

B

C

B

D

A

B

D

E

The Local Pack Changes

@georgefreitagThe Local Pack Changes

2/14 2/16 2/17

“clothing store” near houston

A

B

C

A

D

E

F

D

G

@georgefreitag

0

0.2

0.4

0.6

0.8

1

1.2

Daily Change of Local Pack

3 out of 4 days

the Local Pack changes

1,500 Local Pack queries over ~2½ weeks

@georgefreitagDaily Change of “More Places”

“More Places” sees 4 changes

every day

1,500 “More Places” queries over ~2½ weeks

0

1

2

3

4

5

6

@georgefreitag

0 1 2 3 4 5 6 7 8

automotive

healthcare & beauty

restaurants & bars

financial

hospitality

professional svc

retail

Local Rank Changes by Category

Some verticals change more

frequently than others

Average Map Changes per Day

@georgefreitagRank Tracking by Frequency

Rank Score Name Address3 Wawa Philadelphia, PA · +1 215-492-0824

2A1 Convenience Store Hoagie

shop 502 N 7th St · +1 610-351-1199

2 Cookies Grocery Store 440 Hanover Ave · +1 610-770-0778

2 Dency Grocery & Deli

438 W Washington St · +1 610-433-

0606

2 Wawa Philadelphia, PA · +1 215-677-1708

1 Convenient Food Mart Simpson, PA · +1 570-282-5505

1Englishtown Liquors &

Convenience Store Englishtown, NJ · +1 732-446-6565

1 Rodgers Convenience Store Rahway, NJ, USA · +1 732-388-8111

039 Gourmet Deli and

Convenience Store New York, NY, USA

0 6-12 convenience store Marlboro Township, NJ, USA

0 7-Eleven Allentown, PA, USA

0 7-Eleven Whitehall, PA, USA

So what does all this mean for my Local Pack?

you have to know your audience really, really well

@georgefreitagThis is my client

OK, Google, where can I get

a burger?

@georgefreitag“OK Google, where can I get a burger”

@georgefreitagOne of these is not like the other

@georgefreitagKnow your vertical

● Impressions

● Visibility

● Click-to-Call

● Driving Directions

● Photo views

● Form Downloads

● Website Visits

What do you have?

@georgefreitag

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

hospitality heatlhcare & beauty

restaurants & bars

financial professional svc

automotive retail

Know customer behavior

restaurant& bars

Lots of stuff happening outside of

visible metrics

@georgefreitag

0 1 2 3 4 5 6 7 8

automotive

healthcare & beauty

restaurants & bars

financial

hospitality

professional svc

retail

Know your SERP changes

restaurant & bars

We know that “restaurants” can be

volatile

so showing up 4 out of 7 days is a

pretty good goal

Showing up in the Pack 4 days a week?More impressions?More photo views?

Local is working.

@georgefreitag“car dealer”

● Impressions

● Visibility

● Click-to-Call

● Driving Directions

● Photo views

● Form Downloads

● Website Visits

What do you have?

All right!

@georgefreitag

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

hospitality heatlhcare & beauty

restaurants & bars

financial professional svc

automotive retail

Know customer behavior

automotive

Lots of research going on so be sure to have GMB decked out

@georgefreitag

0 1 2 3 4 5 6 7 8

automotive

healthcare & beauty

restaurants & bars

financial

hospitality

professional svc

retail

Know your SERP changes

automotive

Lots of changes here so let’s set reasonable goals

around visibility

as long as it’s accompanied bymore calls and driving directions.

Showing up in the Pack 3 days a week is probably ok.

Local is working.

@georgefreitag1. Set KPIs

% o

f Loc

al P

acks

w/ L

ocal

Pac

k CT

As

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

hospitality restaurants & bars

financial retail professional svc automotive healthcare & beauty

website driving directions phone

@georgefreitag2. Find Competitors

2/14 2/16 2/17

“clothing store” near houston

A

B

C

A

D

E

F

D

G

@georgefreitag3. Apply KPIs

There is no way to see if these were from direct searches or general searches

[still designing]

KPIs alone won’t do the trick

Get Paid!

use your understanding of the Local Pack to drive success metrics

Analyze SERPs Identify KPIs Set Visibility

Goals

Analyze KPIs &Visibility

Jointly

Thank you

George FreitagLocal Search Evangelist, Moz

@georgefreitag