Dissecting Hummingbird’s Impact in LOCAL SEO

Disecting Hummingbird's Impact in LOCAL SEO
In this post we will unravel some basic efforts that will surely enlighten your understanding of “LOCAL SEO” in general. One of the goals of local businesses will be visible for their demographics in search engine’s search results to generate sales, capture leads and increase brand awareness to the business.
Hummingbird Algorithm Dissecting

Let’s dissect the search results in my location using a generic query…..

 

SERPS DISECTING HUMMINGBIRD UPDATE
CLICK TO ENLARGE THE IMAGE…..
Impact in Local SEO

As I’ve observed the search results for “PLUMBING SERVICES” I notice some Hummingbird Signals in relation to a generic query… I’ve divided the SERPS into 3 parts and they are:

  • 7-PACK Maps Nearest Location of service providers that have created a GOOGLE+ Page local business listings for their brand.

What is the 7-pack Search Results?

seven-pack (7-pack)

Generic term for the set of specifically local business listings within a page of organic results. Over the years, Google and other search engines have experimented with variable numbers of results within the pack, from one to ten results. See also: universal algorithm / universal results, local algorithm / local results, OneBox, three-pack (3-Pack), ten-pack (10-Pack)

  • INFORMATIONAL INTENT SERPS – not for buying phrases…..
  • GLOBAL SCALE RESULTS….

Analysis: PLUMBING SERVICES is a generic query that matches two types of search intent, buying intent and Informative Intent. So due to the Hummingbird Update google bots are smart to give me the whole 7-pack for local search intent (buying intent), global scale results and the informative intent specific results hitting all the probable needs of their user.

Hypothesis:

  • It’s essential to every business local or global scale to have a G+ Page Listing. Your business is most likely to come up if some nearby searcher is searching for generic queries no matter what the searcher’s intent your business is visible for them to access if you’re business is credible enough to be in the 7-pack.
  • Content is still king since google bot is still giving informative results. Post valuable content around your keywords in your industry.

 

Let’s observe if we narrow down our queries into more specific intent….

 

SPECIFIC INTENT Query
Click to ENLARGE IMAGE….

Impact in Local SEO
Interesting that when we narrow down the query into a more specific query google-bot gives us results that are contextually optimized pages and also prioritize service provider sites and directories. It’s obvious right? Citations & on-site optimization would be the best efforts to push hard on.

Analysis: In our observation towards the hummingbird signals in SERPS with relation to local search, we’ve realized that google-bots are smart enough to provide their user’s needs. We’ll for businesses, I recommend to focus on the basics which is content production and business listings.

Hypothesis:

  • Implement schema for main pages that has a high value for your demographics.
    • Essential Vocabularies/Itemtype for local business:
      • addressCountry
      • addressLocality
      • addressRegion
      • postOfficeBoxNumber
      • postalCode
      • streetAddress
    • Here’s a screenshot of the vocabulary information for schema specific to local businesses:

Schema for Local Business schema.org

CLICK TO ENLARGE IMAGE….

SERVICES PAGE GUIDE FOR SCHEMA MICRO DATA

Services Page > Level 1 Taxonomy Service Page 1 > Level 2 Taxonomy Service Page 2

<div itemscope itemtype="http://schema.org/Service">
 <span itemprop="name">SERVICES PAGE TITLE</span>
 <span itemprop="provider" http://schema.org/Organization>YOUR Business/Company/BRAND NAME</span>
 <span itemprop="serviceArea">
 <meta name="geo.region" content="COUNTRY" />
 <meta name="geo.placename" content="CITY" />
 <meta name="geo.position" content="AUTOMATED in http://www.geo-tag.de/generator/en.html" />
 <meta name="ICBM" content="AUTOMATED in http://www.geo-tag.de/generator/en.html" />
 BUSINESS FULL ADDRESS
 </span>
 <span itemprop="servicePhone">Business Phone Number</span>
 <span itemprop="serviceAudience">DEMOGRAPHICS</span>
 <span itemprop="serviceType">Type of Services</span>
 <span itemprop="description" >Description of Services</span>
 <span itemprop="serviceUrl">http://yourdomain.com/serivces-page/</span>
<div itemprop="availableChannel" itemscope itemtype="http://schema.org/availableChannel">
 <img itemprop="image" src="Sub-Service1-image.jpg" />
 <span itemprop="providesService">Sub Service Title 1</span>
 <span itemprop="serviceUrl">http://yourdomain.com/serivces-page/sub-service1</span>
 <span itemprop="description" >Short Description of Service</span>
</div>
<div itemprop="additionalType" itemscope itemtype="http://schema.org/additionalType>
 <img itemprop="image" src="Sub-Service2-image.jpg" />
 <span itemprop="providesService">Sub Service Title 2</span>
 <span itemprop="serviceUrl">http://yourdomain.com/serivces-page/sub-service2</span>
 <span itemprop="description" >Short Description of Service 2</span>
</div>
<div itemprop="additionalType" itemscope itemtype="http://schema.org/additionalType>
 <img itemprop="image" src="Sub-Service3-image.jpg" />
 <span itemprop="providesService">Sub Service Title3</span>
 <span itemprop="serviceUrl">http://yourdomain.com/serivces-page/sub-service3</span>
 <span itemprop="description" >Short Description of Service 3</span>
</div>
</div>
<<div itemprop="Store" itemscope itemtype="http://schema.org/Store">
 <span itemprop="location">
 <meta name="geo.region" content="COUNTRY" />
 <meta name="geo.placename" content="CITY" />
 <meta name="geo.position" content="AUTOMATED in http://www.geo-tag.de/generator/en.html" />
 <meta name="ICBM" content="AUTOMATED in http://www.geo-tag.de/generator/en.html" />
 </span>
 <span itemprop="telephone">(408) 714-1489</span>
 <a itemprop="url" href="http://www.dishdash.com">www.greatfood.com</a>
 Hours:
 <meta itemprop="openingHours" content="Mo-Sa 11:00-14:30">Mon-Sat 11am - 2:30pm
 <meta itemprop="openingHours" content="Mo-Th 17:00-21:30">Mon-Thu 5pm - 9:30pm
 <meta itemprop="openingHours" content="Fr-Sa 17:00-22:00">Fri-Sat 5pm - 10:00pm
 Categories:
 <span itemprop="url" href="category-url.html">CATEGORY TITLE</span>,
 <span itemprop="url" href="category-url.html">CATEGORY TITLE</span>
</div>
<div itemscope itemtype="http://schema.org/Product">
 <img itemprop="image" src="ProductImage.jpg" />
 <span itemprop="name">Product Name</span>
 <span itemprop="description" >Short Description of Service 3</span>
 <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
 <span itemprop="ratingValue">87</span>
 out of <span itemprop="bestRating">100</span>
 based on <span itemprop="ratingCount">24</span> user ratings
 </div> [if you have reviews available]
 <div itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer">
 <span itemprop="sku" >sku-product1</span>
 <span itemprop="itemCondition">NEW/OLD/USED/ETC</span>
 <span itemprop="availability">In-stock/Out pf Stock</span>
 <span itemprop="manufacturer">sku-product1</span>
 <span itemprop="category">Category Name</span>
 
 Price:<span itemprop="lowPrice">Selling Price</span>
 
 MSRP:<span itemprop="highPrice">Manufacturer Selling Retail Price</span>

 Related Product Categories/Products:
 
<div itemprop="additionalType" itemscope itemtype="http://schema.org/additionalType">
 <img itemprop="image" src="ProductImage2.jpg" />
 <a itemprop="url" href="/PRODUCT2.html">PRODUCT 2 NAME</a>
 </div>
<div itemprop="additionalType" itemscope itemtype="http://schema.org/additionalType">
 <img itemprop="image" src="ProductImage3.jpg" />
 <a itemprop="url" href="/PRODUCT3.html">Product 3 NAME</a>
 </div>
 </div>

Types of Stores/Merchant Types Properties:

      • AutoPartsStore
      • BikeStore
      • BookStore
      • ClothingStore
      • ComputerStore
      • ConvenienceStore
      • DepartmentStore
      • ElectronicsStore
      • Florist
      • FurnitureStore
      • GardenStore
      • GroceryStore
      • HardwareStore
      • HobbyShop
      • HomeGoodsStore
      • JewelryStore
      • LiquorStore
      • MensClothingStore
      • MobilePhoneStore
      • MovieRentalStore
      • MusicStore
      • OfficeEquipmentStore
      • OutletStore
      • PawnShop
      • PetStore
      • ShoeStore
      • SportingGoodsStore
      • TireShop
      • ToyStore
      • WholesaleStore

 

  • Use Geo Tag Generator


This page contains geo-tags

We’ve determine all of these strategies & efforts through basic observation on the #hummingbird algorithm impact on local search results. Hope this correlations and hypothesis for recommended #LOCALSEO #strategies this #YEAR2014 will be able to help your business or #seo campaign.

This was based on my personal opinion, analysis and observation. So if you’ve got something to say or ask feel free to comment below and I will get back to you as soon as I can. Want to hear your theories as well and also interested if you find this post informative or not. – Al Gregorios

Recommended Post: Elements of an Online Marketing Campaign for Sales Increase

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One response to “Dissecting Hummingbird’s Impact in LOCAL SEO

  1. Pingback: SEO and Marketing Downfalls of Business Websites | Al Gregorios - SEO & SEM Specialist·

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