When speaking at seminars about SEO and organic rankings, I’m constantly reminding my audiences to never forget “Google picks”. So does Yahoo! & Bing.

It never fails for 90% of the audience to question why they are never put  on page 1. They simply can not grasp the concept that while “they” might think they are the best “answer” for the query, the search engines do not.

If the search engines don’t know about you (or at least not much) and you have no “online equity”, they are not going to pick you. You are not an authority online no matter what your offline marketing says or how many plaques on the wall you have.

Google does not call your customers to find out how they’d rate you. Your customers need to give reviews online.

For those of us that are good with SEO, it is easier to “game the system” if you will. I questioned the reliability of the Google Local Business Listings earlier. I then put some random tags for “st louis cabinet stores” in that post (which is a post that is unrelated to “cabinet stores”) and now I hold the #1 position on Google & Yahoo! and #3 on Bing for that term.

Additionally I found that on http://www.google.ca/search?hl=en&safe=active&q=cabinet+stores&start=10&sa=N (Canada) for the term “cabinet stores” my post was in the top 10. it has since dropped to #11 out of 21 million.

So what I question is where is the fact finding in the algorhithms? Where is the “if this, then that, or else this”.

It makes paid search look like a much better option and is the only area on the SERP where you as the business owner can take control, pick your keywords, target area and show up when “you” want. Relying on the search engines to pick apparently puts you in questionable hands.

I’m not going to compare search engines to an IYP but if you go to www.yp.com and search for something, you’re getting only businesses related to your query. It seems to me that more and more people are saying that the search engines is where you find local businesses, which you can, however, it’s clear that the SERPs contain a variety of info based on an algorithm and the reality is that most of the “answers” are in fact not very good.

How complex (or not) is the algorithm that it can’t figure out that my blog on local search is not a resource for kitchen cabinet stores?

A search on Google for “emergency plumber st louis” yields a top 10 that’s less than desirable. 2 of the 10 are for St Louis Minnesota, not Missouri. 1 is a website filled with articles, another of the top 10 is a link to an article from the Post Dispatch, 1 is for the city of st louis, by this time you get my point. That is a common search query and on Google there is no Local Listings (map) and 50% of the top 10 are terrible “answers”.

I’d suggest more options on the SERPs. I would guesstimate that 85% of the  people searching are unaware of the “show options” feature. Even if they did know it existed, your limited to Images, Videos, News, Blogs, Updates, Books, Discussions.

How about an option that would yield “businesses”, or one that would yield only “articles”, another that would yield “directories”, let the user decide what the organic results should be. We are at the point of personalized search yet the organic results are still based on what “Google” thinks.

Google tells me that for the query “accounting help st louis” the best results (and the 2 companies in the Map) are Recruiters.  My intent was not for employment, I need tax help. 6 of the 10 organic results are for job websites. I changed the query to “accounting services in st louis” and 4 of the 10 were still for jobs.

On YP.com, I am presented with nothing but accountants.

I’ve begun to ramble, but it’s a frustrating topic for me. The people behind the algorithm’s for the search engines are smart, smarter than me, yet somehow the SERPs are filled with irrelevant info 80+% of the time.

Somehow we need to “clean up the mess” or educate the masses that IYP’s have relevant info just about 100% of the time. For me Google is great for directions (what I use it the most for it seems), research, etc., but for finding a relevant local business it can be a challenge.  I will stop with my last query, a search for “accounting firms 63141” gives me one result in the Map and the company they list is 20 miles away from the center of 63141.  So I ask, how relevant is that?!?!?

I have been involved with all things “internet” since 1995. I read all that I can on a daily basis, it’s part of my job to keep up on what’s happening with the Search Engines and website marketing in general.

I feel sorry for the SMB with a small budget (or any budget for that matter) trying to figure out the best place to allocate their money when it comes to Search.

Where do they spend it? who do they talk to? who do they trust? What kind of person keeps up with the changes that are constantly occuring and is able to help them stretch their dollar (literally one dollar) for maximum ROI? do they engage in PPC, or should they wait for Local Listing Ads? or both, what about SEO? Studies show that if you’re in both, you’re better off, right? Sheesh.

We all find ourselves at the mercy of Google and their organic selection process (unless you choose to advertiser via PPC which as of now is the one area you can control your appearance on the search engines) and in the past,  that was a choice.

Lately it seems as if that will no longer be a choice but a must.

Google is somewhat like a drug dealer. They give you a little sample to hook you and then BAM…..you’re paying them a bunch of money because you’re hooked.  Introduce the Map with 10 results, change it 7 and then make it 5. Now half of the people that relied on “map traffic” dont get it.

Oh, and then lets introduce local business center stats to show you what kind of action your listing is getting…or was getting I should say.

Page 1 traffic is MUCH better than page 2. Top 3 positions are much better than 7-10.  Google is smart, I bet they consulted with some real drug dealers to find out the best way to get someone hooked. I kid, I kid. I think.

Personalized Search changes the game on you, Local Listing Ads changes the game on you, organic results are pushed way below the fold and Google Maps changes from 10 to 7 to soon 5.  Recently the search “website designer St Louis”  has seen its Map of local businesses disappear.  (Any city for that matter.) What type of services industry is next to see the map for their services disappear?

For those that found themselves on the map when someone used a Geo in their query like “st louis roofers” and that’s the only place they appeared, it’s a big hit. No page 1 exposure.  I don’t see Google taking away the map on a service industry like Roofers but I also didnt think I’d see them take a shot at web designers and seo professionals. I’d think it be quite the opposite but not the first time I’ve been wrong.

If you’re a Small Business and you don’t appear on the Map and you don’t appear organically on page 1, then you’re gonna have to pay Google. They’ve forced your hand.

Googles new interface will push organic results even further down the page and then when you add in the new local listings Ads, organic results are way “below the fold”. [Click this image to enlarge, this image came from either my own screen shot or from one I saw on blumenthals.com, I took so many I lost track but wanted to give credit if need be, thx Mike]

Business owners, you simply need to get better at jumping through hoops.  Also, it might help if you eagerly waive your hands at the almighty Google and scream “pick me, pick me…please for the love of all things sacred put me in the Map or on page 1 . Pretty Please”.

That leads to the following scenario I’ve experienced from a Client: Hey, we’re on the Map for “fire restoration”! Wait, where’d we go? There’s only 7 businesses now. Oh….Yay! We’re back on the map. What do you mean it’s based on my IP address? I thought everyone see’s the same map? So someone 10 miles from here see’s results with businesses closer to them, so I might not appear? Ughh.

Sad but true. many SMB’s think that because they see themselves on the map while sitting in their own office, everyone in their City sees the same thing.  They’re typically clueless (as they should be, I don’t expect them to understand)

Google is constantly changing the rules. Small Business owners must learn how to adapt, educate themselves and take advantage or most likely realize that they should outsource their online marketing dollars to a consultant or company that understands the complexities of search engine marketing, search engine optimization, PPC, local business center, local listing ads, social media (we didn’t touch on this) and everything else under the Sun.

Do a search on Google for “website marketing help St Louis”, “seo help st louis”, (or whatever city you’re in) and find someone on that first page. If they say they know search engine optimization, then they better be on page 1. If they cant get to page one for themselves, what are they going to do for you?

Good luck, and may the force be with you…

Yesterday I mentioned how Google Paid results were showing random blue markers with address and phone #s .

Today is the first day in which I noticed multiple blue markers and this time each marker was numbered.

The query for “st louis fence”  had these results (click for larger image)
[update at 4:40pm] I did the same query and found 4 blue numbred markers. I should note that this was using Chrome. On IE, I have not had more than 2

[update at 4:30pm] I did the same query and found 3 blue markers.

close up of one Ad:

Additionally, the query for “dallas fence” had these 2 numbered blue markers show up:

I would like some data on how this effects CTR, good or bad. Does the blue icon stand out so people click, or does the phone number just make people call and avoid clicking? 

Do these AdWords clients even know that this is happening to them?

I have noticed over the last week that my searches in St Louis Missouri are yielding some paid results with the blue marker that is the new Local Listing Ads that are being tested in San Diego and San Francisco.

The icon is appearing next to the paid result and NOT where it does on the paid Local Listing Ads in SD and SF

This is the BETA in SD California:

and this is what I have been seeing in St Louis. Notice the phone number is also displayed. Click the image for a full-size view.

Close up shot:

Another example:

and one more for event planning 

I also have found it in Chicago (click for larger image):

I have not determined why this these are being selected for the blue marker. I am very interested to find out. I have also not seen the option in AdWords.

I would love to see data on CTR with the new blue icon. I wonder if any of these advertisers are getting that data in their adwords account? I will attempt to contact one and see if they even know.

Does this effect the Quality Score in any way? Advice often given is to not include a phone number in your Ad copy. I realize this is NOT in the Ad copy, but it will affect CTR.

They are giving the person performing the search a way to contact this advertiser without clicking, which in turn saves the advertiser money, however, it might also make the advertiser think their Adwords is not working because nobody is clicking on the Ad. The phone number is not a unique tracking number, it is simply the advertisers real phone number.

I think having a phone number will skew the data for their Adwords account significantly.

thoughts?

I am still waiting for the Local Map to be 100% relevant (in my opinion). Let me give you an example of a query I did today. A search for “kitchen cabinet stores st louis” on Yahoo gave me this:

I am 100% that CK Concrete does not offer kitchen cabinets.

On Google, I got this:

I know Kohls offers things for the kitchen but not kitchen cabinets.  I was in pottery barn kids over the weekened, I guess maybe I missed the new kitchen cabinet section?

I am also going to put the query I did right here ”

kitchen cabinet stores st louis

” and see if either google or yahoo indexes it into the top 10 results. I am also making that the link name for this url.

I know the search engines are “trying” but there are hundreds of sites with relevant content and local addresses that they have indexed that should be a better option on the Local Listings.

Just my thoughts, but usually when speaking with clients they are always confused as to why the choices in the ‘map section” (as they call it) are so bad.

* * an update, this post is now the #2 organic result on Google (#4 on BING)  for that term an for some reason on Google.ca it is the #9 organic result for “cabinet stores” !* *