Local is Huge

Google's US ad revenue is roughly 15 billion & the size of the US Yellow Pages market is roughly 14 billion. Most of that money is still in print, but that shift is only accelerating with Google's push into local.

Further, cell phones are location aware, can incorporate location into search suggest, and on the last quarterly conference call Google's Jonathan Rosenberg highlighted that mobile ads were already a billion Dollar market for Google.

Google has been working on localization for years, and as a top priority. When asked "Anything you’ve focused on more recently than freshness?" Amit Singal stated:

Localization. We were not local enough in multiple countries, especially in countries where there are multiple languages or in countries whose language is the same as the majority country.

So in Austria, where they speak German, they were getting many more German results because the German Web is bigger, the German linkage is bigger. Or in the U.K., they were getting American results, or in India or New Zealand. So we built a team around it and we have made great strides in localization. And we have had a lot of success internationally.

The Big Shift

I have been saving some notes on the push toward local for a while now, and with Google's launch of the new localized search results it is about time to do an overview. First here is Google's official announcement, and some great reviews from many top blogs.

Some of the localized results not only appear for things like Chicago pizza but also for single word searches in some cases, like pizza or flowers.

Promoting local businesses via the new formats has many strategic business benefits for Google

• assuming they track user interactions, then eventually the relevancy is better for the end users
• allows local businesses to begin to see more value from search, so they are more likely to invest into a search strategy
• creates a direct relationship with business owners which can later be leveraged (in the past Google has marketed AdWords coupons to Google Analytics users)
• if a nationwide brand can't dominate everywhere just because they are the brand, it means that they will have to pony up on the AdWords front if they want to keep 100% exposure
• if Google manages to put more diversity into the local results then they can put more weight on domain authority on the global results (for instance, they have: looked at query chains, recommended brands in the search results, shown many results from the lead brand on a branded search query, listed the official site for searches for a brand + a location where that brand has no office, etc.)
• it puts eye candy in the right rail that can make searchers more inclined to look over there
• it makes SEO more complex & expensive
• it allows Google to begin monetizing the organic results (rather than hiding them)
• it puts in place an infrastructure which can be used in other markets outside of local

Data Data Data

Off the start it is hard to know what to make of this unless one draws historical parallels. At first one might be inclined to say the yellow page directories are screwed, but the transition could be a bit more subtle. The important thing to remember is that now that the results are in place, Google can test and collect data.

More data sources is typically better than better algorithms, and Google has highlighted that one of their richest sources of data is through tracking searcher behavior on their own websites.

Pardon Me, While I Steal Your Lunch

There are 2 strong ways to build a competitive advantage on the data front:

• make your data better
• starve competing business models to make them worse

Off the start yellow page sites might get a fair shake, but ultimately the direction they are headed in is being increasingly squeezed. In a mobile connected world with Google owning 97% search marketshare, while offering localized search auto-complete, ads that map to physical locations, and creating a mobile coupon offers network, the yellow page companies are a man without a country. Or perhaps a country without a plot of land. ;)

They are so desperate that they are cross licensing amongst leading competitors. But that just turns their data into more of a commodity.

Last December I cringed when I read David Swanson, the CEO of R.H. Donnelley, state: "People relate to us as a product company -- the yellow-pages -- but we don't get paid by people who use the yellow-pages, we get paid by small businesses for helping them create ad messages, build websites, and show up in search engine results. ... Most of the time today, you are not even realizing that you are interacting with us."

After seeing their high level of churn & reading the above comment, at that point I felt someone should have sent him the memo about the fate of thin affiliates on AdWords. Not to worry, truth would come out in time. ;)

Making things worse, not only is local heavily integrated into core search, with search suggest being localized, but Google is also dialing for Dollars offering flat rate map ads (with a free trial) and is testing fully automated flat rate local automated AdWords ads again.

Basic Economics

How does a business maximize yield? Externalize costs & internalize profits. Pretty straightforward. To do this effectively, Google wants to cut out as many middle men out of the game as possible. This means Google might decide to feed off your data while driving no traffic to your business, but rather driving you into bankruptcy.

Ultimately, what is being commoditized? Labor. More specifically:

• the affiliate who took the risk to connect keywords and products
• the labor that went into collecting & verifying local data
• the labor that went into creating the editorial content on the web graph and the links which search engines rely on as their backbone.
• the labor that went into manually creating local AdWords accounts, tracking their results, & optimizing them (which Google tracks & uses as the basis for their automated campaigns)
• the labor that went into structuring content with the likes of micro-formats
• the labor that went into policing and formatting user reviews
• many other pieces of labor that the above labor ties into

Of course Google squirms out of any complaints by highlighting the seedy ends of the market and/or by highlighting how they only use such data "in aggregate" ... but if you are the one losing your job & having your labor used against you, "the aggregate" still blows as an excuse.

But if Google drives a business they are relying on into bankruptcy, won't that make their own search results worse?

Nope.

For 2 big reasons:

• you are only judged on your *relative* performance against existing competitors
• after Google drives some other players out of the marketplace and/or makes their data sets less complete, the end result is Google having the direct relationships with the advertisers and the most complete data set

The reason many Google changes come with limited monetization off the start is so that people won't question their motives.

Basically I think they look at it this way: "We don't care if we kill off a signal of relevancy because we will always be able to create more. If we poison the well for everyone else while giving ourselves a unique competitive advantage it is a double win. It is just like the murky gray area book deal which makes start up innovation prohibitively expensive while locking in a lasting competitive advantage for Google."

You would never hear Google state that sort of stuff publicly, but when you look at their private internal slides you see those sorts of thoughts are part of their strategy.

What is Spam?

The real Google guidelines should read something like this:

• Accessibility is important. Format your content in a way that is easy to scrape & compile.
• Don't complain when Google replaces you with your data linked to a Google-hosted page ;)

Fundamentally, the way to think about Google's perception of spam is that if Google can offer a similar quality service without much cost & without much effort then your site is spam.

Google doesn't come right out and say that (for anti-trust reasons), but they have mentioned the problem of search results in search results. And their remote rater documents did state this:

After typing a query, the search engine user sees a result page. You can think of the results on the result page as a list. Sometimes, the best results for "queries that ask for a list" are the best individual examples from that list. The page of search results itself is a nice list for the user.

...But This is Only Local...

After reading the above some SEOs might have a sigh of relief thinking "well at least this is only local."

To me that mindset is folly though.

Think back to the unveiling of Universal search. At first it was a limited beta test with some news sites, then Google bought Youtube, and then the search landscape changed...everyone wanted videos and all the other stuff all the time. :D

Anyone who thinks this rich content SERP which promotes Google is only about local is going to be sorely disappointed as it moves to:

• travel search (Google doesn't need to sell airline tickets so long as they can show you who is cheapest & then book you on a high margin hotel)
• any form of paid media (ebooks, music, magazines, newspapers, videos, anything taking micro-payments)
• real estate
• large lead generation markets (like insurance, mortgage, credit cards, .edu)
• ecommerce search
• perhaps eventually even markets like live ticketing for events

Google does query classification and can shape search traffic in ways that most people do not understand. If enough publishers provide the same sorts of data and use the same types of tags, they are creating new sets of navigation for Google to offer end users.

No need to navigate through a publisher's website until *after* you have passed the click toll booth.

Try #3 at Reviews

Google SearchWiki failed in large part because it confused users. Google launched SideWiki about a year ago, but my guess is it isn't fairing much better. When SideWiki launched Danny Sullivan wrote:

Sidewiki feels like another swing at something Google seems to desperately desires — a community of experts offering high quality comments. Google says that’s something that its cofounders Larry Page and Sergey Brin wanted more than a system for ranking web pages. They really wanted a system to annotate pages across the web.

The only way they are going to get that critical mass is by putting that stuff right in the search results. It starts with local (& scrape + mash in other areas like ecommerce), but you know what they want & they are nothing if not determined to get what they want! ;)

Long Term Implications

Scrape / mash / redirect may be within the legal limits of fair use, but it falls short in spirit. At some point publishers who recognize what is going on will align with better partners. We are already seeing an angry reaction to Google from within the travel vertical and from companies in the TV market.

Ultimately it is webmasters, web designers & web developers who market and promote search engines. If at some point it becomes consensus that Google is capturing more value than they create, or that perhaps Google search results have too much miscellaneous junk in them, they could push a lot more searchers over to search services which are more minimalistic + publisher friendly. Blekko launches Monday, and their approach to search is much like Google's early approach was. :)

Some sites have seen pretty drastic drops in Google search traffic recently, related to indexing issues. Google maintains that it is a glitch:

Just to be clear, the issues from this thread, which I have reviewed in detail, are not due to changes in our policies or changes in our algorithms; they is due to a technical issue on our side that will be visibly resolved as soon as possible (it may take up to a few days to be visible for all sites though). You do not need to change anything on your side and we will continue to crawl and index your content (perhaps not as quickly at the moment, but we hope that will be resolved for all sites soon). I would not recommend changing anything significantly at this moment (unless you spot obvious problems on your side), as these may result in other issues once this problem is resolved on our side.

An example of one site's search traffic that was butchered by this glitch, see the below images. Note that in the before, Google traffic is ~ 10x what Yahoo! or Bing drive, and after the bug the traffic is ~ even.

Not that long ago I saw another site with over 500 unique linking domains which simply disappeared from the index for a few days, then came right back 3 days later. Google's push to become faster and more comprehensive has perhaps made them less stable, as digging into social media highlights a lot of false signals & often promotes a copy over the original. Add in any sort of indexing issues and things get really ugly really fast.

Now this may just be a glitch, but as Tedster points out, many such "glitches" often precede or coincide with major index updates. Ever since I have been in the SEO field I think Google has done a major algorithmic change just before the holidays every year except last year.

I think the reasons they do it are likely 3 or 4 fold

• they want to make SEO unpredictable & unreliable (which ultimately means less resources are spent on SEO & the results are overall less manipulated)
• they want to force businesses (who just stocked up on inventory) to enter the AdWords game in a big way
• by making changes to the core relevancy algorithms (and having the market discuss those) they can slide in more self promotion via their vertical search services without it drawing much anti-trust scrutiny
• the holidays are when conversion rates are the highest, so if they want to make changes to seek additional yield it is the best time to do it, and the holidays give them an excuse to offer specials or beta tests of various sorts

As an SEO with clients, the unpredictability is a bad thing, because it makes it harder to manage expectations. Sharp drops in rankings from Google "glitches" erode customer trust in the SEO provider. Sometimes Google will admit to major issues happening, and other times they won't until well *after* the fact. Being proven right after the fact still doesn't take back 100% of the uncertainty unleashed into the marketplace weeks later.

Even if half your clients double their business while 1/3 lose half their search traffic, as an SEO business you typically don't generally get to capture much of the additional upside...whereas you certainly capture the complaints from those who just fell behind. Ultimately this is one of the reasons why I think being a diversified web publisher is better than being an SEO consultant... if something takes off & something else drops then you can just pour additional resources into whatever is taking well and capture the lift from those changes.

If you haven't been tracking rankings now would be a great time to get on it. It is worth tracking a variety of keywords (at various levels of competition) daily while there is major flux going on, because that gives you another lens through which to view the relevancy algorithms, and where they might be headed.

One of the best ways to track Google's strategies is through visualizing & analyzing their acquisitions. Which is what the following image helps you do. Click on it for the full enlarged version :)

via Scores

Rel=nofollow to the Rescue

Years ago Google introduced rel=nofollow, claiming it as a cure-all for comment spam. Once in place, it was quickly promoted as a tool to use on any paid link. Google scared webmasters about selling links so much that many webmasters simply became afraid to link out to anyone for fear of falling out of favor with Google.

If You Don't Disclose You Are a Spammer

As the pool of links dried up due to the launch & spread of nofollow any ad network which used direct links was supposed to adopt nofollow or feel the wrath. Just ask Pay Per Post what Google can do to you if you sell links (to/through someone other than Google).

Google demanded that any form of paid link contain a machine readable and user readable disclaimer that it is paid for (even though in Google's marketing they highlight how some of their users are unaware the search results contain paid links).

What it came down to is if there was a monetary relationship associated with a link and you didn't disclose it then you were operating outside of Google's guidelines and may be considered a "spammer."

Selective Search Guideline Enforcement

I am one of many who have highlighted how by-and-large Google was responsible for killing off the link graph through their paranoia about "paid links," and their willingness to fund companies operating outside their guidelines that syndicate Google ads.

Our affiliate program on this site stopped passing link juice after a fellow SEO blogger outed it quite publicly. Other affiliate programs continue to pass PageRank. Highlighting Google's double standards invites more scrutiny and more selective arbitrary enforcement. Whereas promoting Google products earns free links. ;)

No Disclosure Required: WOOT!

Reading the news today I found out that VigLink bought out DrivingTraffic. Both are networks to help publishers monetize their outbound links. The claim about VigLink is the one of no-effort money:

"Quite simply, if you're a Web publisher who hasn't recognized the value of your outbound traffic, you are leaving money on the table," said Raymond Lyle, CEO and Co-Founder of Driving Revenue. "Dozens of our publishers make six figure incomes for a one-time investment of one minute of work. Who isn't interested in that?"

Note that "1 minute of work" doesn't really leave much time for disclosure. As stated in this video, the intent is to not offer any:

The page loads fast. And your site looks exactly the same. Even your links look and behave the same way. The only difference is that now when your visitors buy products or services you'll earn a commission. ... Once you have set up viglink you can sign in to view reports about your site. You can see how much money you are making every day and compare that with last week. You can see which merchants are the most profitable, and make decisions on who to link to in the future.

So basically Viglink is suggesting controlling who you link to based on whatever makes you the most money, and not providing any disclosure of the financial relationship.

AKA: paid links.

Presumably these VigLinks will still pass PageRank, but the affiliate stuff will be layered on top of the regular links using JavaScript. Pay affiliates using VigLink a bit of a higher percent for the exposure and you bought a ton of valuable inbound links for pennies on the Dollar.

Here is where it really gets screwed up: Google is an investor in VigLink.

Selectively allowing some links to pass link juice while arbitrarily blocking others indeed controls the shape of the web graph. It gives anyone who works with Google a strong competitive advantage in the organic search results over those who are not using Google endorsed technology.

Google also has a patent on automatically adding inline links inside content. Since they can't legally do it without permission of the webmaster, one presumes any implementation would be as part of a distributed ad network.

Makes you wonder about how evil undisclosed paid links are, no?

This image might need updated in the years to come, but it does a great job laying out how Google works when you type a query into their search engine. Search is so easy to do that it is hard to appreciate how complex it is unless you take a look under the hood. Which is exactly what this graphic does :D

Click the image to get the full sized beefy image :D

A side benefit of this graphic is that it should help prospective clients realize how complex SEO & PPC campaigns can be. So if anyone is trying to be an el cheapo with their budget you can use this to remind them how complex search is, and thus how time consuming and expensive a proper search marketing campaign is.