Latest / Negocios Locales / #179 El impacto de la filtración de los documentos de Google al SEO Local

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#179 El impacto de la filtración de los documentos de Google al SEO Local · Negocios Locales

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Local business. Episode one hundred and seventy- nine, very good morning and
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welcome one more week to local businesses. Today, June 6th, two thousand
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twenty- four. This podcast is a weekly space where we look for local
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businesses to get more customers and more business thanks to the improvement of your positioning
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and visibility on the Internet. For those of you who don' t know
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me. My name is Laura Alfonso I am a consultant specializing in business with
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physical establishments. I welcome this show. A space where every week we talk
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about your Google date, buness profile, the web, intentions, user search,
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reviews, digital analytics, links or artificial intelligence, with the sole objective
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that your local business has more of my Ilids on the Internet or thanks to
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the improvement of your search engine positioning. And what are we going to talk
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about this week, because what is going to be about what everyone is talking
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about in the last few days about the leaking of documents by Google, where
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we have more information about how the search engine works when it comes to ranking
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the different web pages. Nothing original, really. You may think, but
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yes, my goal is to tell you how that leaked documentation has very,
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very relevant information for the positioning of our local businesses. But before I start
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I have to remind you that you can subscribe to the local business podcast on
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your regular podcast player or from my website, Laura Alfonso, where you will
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find. In addition, all the notes of this episode and, in addition,
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you have the possibility to subscribe to the net ter of local businesses that
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leaves tomorrow and where I will tell you news of interest for your business,
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that does not give me time to address in this episode. And I'
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m already telling you that what I' m going to tell you is how
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you can use a super, super useful tool to extract information that helps you
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improve both the structure of your website and the content part. So, if
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you' re interested in knowing how you can do it, don' t
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forget to subscribe before tomorrow a year of local business. You know that there
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is the Laura Alfonso com Barra neuws Letter and we are going now with the
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theme of the week that, as it advanced, has to do with the
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one that has been tied in the last few days by the Mari Morena due
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to the leak of Google documents that have been found precisely in Githup. Github
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is an online software development platform that is used to store, monitor and work
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with software projects. Then there' s what you find. It' s
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a lot of code. Well, then, following information that has been uploaded
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precisely to Githup, one user contacted Rad Fisking. Rad Fisking is a pretty
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relevant personality in this area because he was president, for example, of Modh
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and now has two companies, one that makes research issues, audiences and the
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other gaming issues, so he' s really into what the whole world of
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the Internet is. Well, a person who discovered the documentation in Github contacted
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him and from there, they were investigating and have shared all the information they
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have found. And to put in context the scope of the information they have
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found, I will tell you that those documents are a total of two thousand
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five hundred sixty- nine, which is spoken of more than fourteen zero concepts
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that are used to rank the different web pages in the search engine of those
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fourteen zero over eight zero have to do with only the search engine part.
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About 1, 500 have to do with his voice assistant and about a thousand
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in third position, it has to do with the part of local maps and
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businesses. Therefore, here we see that we have substance to analyze and to
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take it to our ground. And also, it is that the information seems
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to be quite updated, because dates have been found August of two thousand twenty
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- three, this leak has been something premeditated or accidental. Common sense would
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make us think it' s accidental. But bad tongues say it can be
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a smokescreen from Google, so you don' t talk about the mistakes Overvieuws
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is having there and we talked about it last week. Or I remember that
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there are Overviews. It' s Google' s new search engine based on
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artificial intelligence and that seems to be having trouble giving users answers, because it
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doesn' t understand the sense of humor and irony. I personally don'
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t think it' s a smokescreen, but well, that' s what
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bad tongues say. Like it couldn' t be any other way. Google
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had to go out to give an explanation of the information that has been leaked
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and does acknowledge that that documentation comes from Google itself, but it also tells
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us that it can lead us to make inaccurate assumptions about how the search engine
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works based on information that is out of outdated or incomplete context. So,
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well, that' s out of date. I' m telling you,
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we found information August of two thousand twenty- three, so it' s
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not that bad either, and I' m also telling you that we can
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' t trust Google' s word too much. Why. Because Google told
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us that at no time did they use click- centered user signals that did
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not have a test zone or sandbox for newer websites before putting them to boot
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with the rest of the sites that the age of the domain didn' t
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matter either. And in view of these documents, all these official statements and
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versions that Google has given us over the years are dismantled. I really understand
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that they want to avoid manipulations by the seos of the rankings, but we
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need to know better the rules of the game. It' s one thing
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they don' t tell us, and it' s another thing to get
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fooled and misreported. Now make this claim. Let' s get straight to
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the point. Let' s tell what the main findings of Google' s
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datalic are and to know what is the most important part of all this documentation.
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What has been done is to analyze the terms that are repeated more times,
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because in that way it is understood that those terms that are more repeated
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are the most important when Google takes them into account to rank a website and
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what we have found. Well to me this point I' m going to
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say now. For me it is one of the most relevant and is that
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the user' s click information matters and a lot because, on the one
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hand, they differentiate between long clicks, that is, they analyze how long
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a user stays on a page before returning to the search engine again. It
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' s what we call seo powesticking, because this is important and we already
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knew that Google had to take it into account, because if a user does
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a search on the Internet, it goes to one of those results gets in
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and goes quickly. He' s already giving Google signals that that result isn
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' t good enough. But if it turns out that it goes to that
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result and stays there for quite some time, it means that it is satisfying
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that initial search intention that it has done in the search engine, and that
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gives Google information that that result does, that it is interesting to keep it
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in the ranking so that another user will take advantage of it when doing that
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same search intention again. But the novelty that Twist is what has interested me
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the most is that before we thought that Google took into account that traffic information
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based on the search engine results, but it does not turn out that the
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click information gets it from its own crom browser That is, that Google not
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only knows the traffic that reaches the search engine' s websites, but that
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it can know the direct traffic or, for example, the traffic that is
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coming from an email. I mean, if you send an email or a
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news letter like the one I have now, Alfonso, com parra news letter.
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I send you san news letter. From there I put a link to
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my website. If you have the Chrome browser, Google can know how much
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traffic is coming to my website from that email and can also know whether or
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not people are on that content to me. So, a priori and without
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having any kind of legal knowledge, it seems to me that this situation may
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be violating in some way in the privacy of users, so who knows if
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they might get into some trouble. But let' s continue with this click
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theme. The question is that the analysis of the clicks do it at the
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metropolitan level, that is, at the local level and by pooling that local
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information with other information that they have about the brand, the establishment, etc,
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they can identify what is the position in which they should place that business
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in the ranking. And, in fact, there is an attribute that is
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called click radius fifty Pertzen, which measures the radius in miles around the location
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where the business is and where it gets more than fifty percent of its clicks
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See how that way they can know what the importance of that business is and
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how far it is important and relieves. So, this has a lot to
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do with local positioning. Yes it is true that this attribute, which I
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have told you to click radious fifty percent mention it by referring to a system
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called doclog that is already obsolete now is called Breilock, but it already gives
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us an idea of how it is working locally for a long time, precisely
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Google, and with this I am saying surely to many of you are wondering
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I can know what the queerry is like in a given neighborhood, because of
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course if in the end Google is changing the Qary based on these attributes at
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best two kilometers beyond a location and even less, the being changes And if
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the being changes, I want to know it, how I can do it.
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Well, you can do it through the u u l Ul parameter and
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the Satan tool to the and be link in the program notes. Then you
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go to the Iser Satan tool and you put the neighborhood, the city and
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the country where you want to do that search, precisely the search for a
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specific keyward and it will give Saithan to Izer a code that is the Uli
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code and what you do with it, because with it what you are going
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to do is copy it and you go to the search and you do the
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search that you want to carry out. Imagine, for example, shoe shop.
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Well, you put shoes on Google and exactly where the url is written.
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You' ll see what Google says with Barrashers, followed by a question
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closing the letter q of want and then an equal, and after the same
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comes precisely what you' ve been looking for, because shoemaking. Well,
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right after the shoe shop, you have to copy it, you have to
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put forgiveness on the rubber code and then you give intro and we will show
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you what laser is like in that particular area, what happens that if you
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are trying to do a local PAGS analysis, you can know this way if
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in this particular area you appear in first position, as you appear in your
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area or at best, you appear in fifth. And the one that appears
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in first place is a competitor that you didn' t have identified. This
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way you can carry it out what' s going on that well this can
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be a little tedious if you want to analyze lots of areas and then how
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you can do it. For that we have tools like Kojak, which is
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a specialized rack tracker at a local level and which offers you detailed ram maps,
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that is, maps showing the position in the ranking of your business for
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a given geographical area, but they are not yours, also that of competitors.
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That' s right, with Koyag you have a clear and accurate view
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of how your company is positioned for s k W B r ias le in
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your business and how it also makes the competition more direct, and all this
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on a map where you select the geographical range you want to analyze, so
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you have all that information at a glance if you have to go doing quiety
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trasquiry. And also what I like most about this tool and that I love
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because it precisely used your tool to extract this information, is that it gives
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me the distance I have with the competition, that is, if you haven
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' t heard that they have opened up near you another business that may be
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stealing customers from you with Kyak. You find out because it' s your
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local snitch, so don' t stay back. Discover all the possibilities of
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coyac a rand tracker to keep the visibility and positioning of your local business under
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control. Have him on coyac or and we' ll continue with everything discovered
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in time. We' ve already seen the user' s click information,
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which you already see is quite relevant. Now let' s go to the
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site' s concept of authority Outhority, and the truth is that it'
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s not about anything new at the conceptual level, because Moth had an indicator,
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which is that of Domaine Outhority. Well, we know that Google has
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another attribute to value the authority of a site called Side Outhority and to value
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the new pages that are created a priori does not know how to value its
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quality and what it does takes into account the value of the domain. Here
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we realize how very important it is for Google to trust the different websites And
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as a result, they are the last milestones and appdate that we have faced,
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as it is, for example, the site' s reputation abuse aptate
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or the last corapdate that had built into it the hold full with the up
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Date that it tries precisely to value quality. And this whole issue of site
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authority, we see that it also has its decline in the local part.
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And it turns out that in the document called local Www Info appears a new
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attribute called Bricka Mortan strem Brick Mortar is what is called in English. Businesses
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that have physical establishment and streng is strength, which makes us think what Google
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is taking into account the solidity of the chips when classifying them in the lockiack.
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Therefore, the authority of the site is available for both websites and tokens.
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And in the chip part, Google has an attribute that is called brick
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a mortan stret and this has a lot to do with the importance of the
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brand and we know that Google première known brands versus small or new companies.
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Therefore, it is very useful to have a date with enough ambiguity to show
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you that it is strong enough and to work the whole part of local business
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relevance that if you want to know how you can work the relevance in my
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course gets more customers positioning your local business that you have in Laura Alfonso with
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barracks Os. I' ll explain. But not only does it speak of
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the importance of branding at the level of relevance, but also in the documentation
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that has been filtered it makes explicit mention of the reviews that are left on
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the date of Google my teachers. Therefore, reviews are also an important indicator
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for Google to determine the strength of a particular business. And what we also
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know is that Google to the chains of establishments and franchises have a special treatment
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with respect to other establishments and to move on to the next interesting topic.
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Also about this data and we' re going to relate the brand theme to
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the link inviling theme and is that Google works with a ratio that weighs the
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quality of the links with brand searches, and what it does is hear.
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If a website has many links but there are no brand searches, this makes
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me suspicious and has all the logic of the world, because if you have
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many links, it is relevant. People are talking about you and that'
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s why they' re recommending you and they' re linking you up.
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But if people are talking about you but then nobody' s looking for you
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as a brand, it' s a little contradictory. That' s why
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Google works with that ratio and suspects the quality of the links, when that
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ratio shows little naturalness. And here we call the link part, which also
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seemed super interesting to me. And what have we found that if a page
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receives little or no traffic and we already know that that traffic values it not
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only by what comes from the search engine, but by what you are seeing
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from users using your chrom browser Well, if a page receives little or no
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traffic, the authority that these incoming links may have will not be taken into
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account. So if you have a little business and you' re putting in
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links to see if you rank your website, you' re wasting your time.
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But not only that, but if from that website you' re linking
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internally to other pages on your website, it doesn' t really do you
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any good either, because Well isn' t going to transmit the strength of
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that external link to the internal links you' ve established. And this is
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very interesting because it already gives us a hint of how we should configure the
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architecture of our website, because normally, in the top menus of the page
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we always link to the most important URLs, but they don' t have
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to be the ones that have the most traffic. Knowing this, it may
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interest us to anchor in the menu above some page by the volume of traffic
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it generates and, in this way derive internal links from that page to others
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less relevant, but that to carry them traffic then, if you have links,
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because it will transmit the authority to us. So this is the square
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of the circle. Very very interesting and that also explains why the presence in
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directories by local businesses, hardly has relevance And why, Because many of these
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directories barely have traffic And if they don' t have traffic, we already
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saw in previous episodes that many times I play synthex, but if they are
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in deca and it doesn' t have traffic. With this information, we
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already know that Google does not take into account at all the links that are
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putting us in this context, as we already know that citations can be much
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better than links. The citations are simply to be mentioned, even if we
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do not have a link from that website. And because citations can be better
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than links, because the acitations help us build brand And for local businesses that
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have less resources, it is the best solution, because you invest and on
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top it is not worth anything, as we have seen, because often or
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business we are doing. And then here I would like to comment that the
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attribute that has been found in the documentation to classify directories is that of local
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ISLARCS oww Info for those who are curious and want to investigate a little bit
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more. However, all the documentation that I have read to respect and with
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which I have documented myself to prepare this episode I leave it to you at
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the end of the notes of the program, because if you are interested and
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want to investigate much more, and that other aspects we have discovered, because
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one is that the feedback of the quality rites, that is, those people
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who did a manual analysis of the search results to really justify and validate that
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makes sense that that result is the position that is, because it is more
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important than we could estimate a priori when it comes to ranking a website.
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Then we also know that Google creates whitelists for topics that can be sensitive,
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such as travel is covid and election theme, to ensure the quality of information
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to users. Here they set an example that seemed super interesting to me,
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and that' s when Trump lost the elections in the United States and encouraged
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users to jump the capitol. Well, Google, what it did was not
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rank websites that, maybe normally has a good positioning, but they were encouraging
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this kind of practices, so what it did was create a whitelist and leave
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those that were more neutral. And the same with the covid. He took
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what he did. If you remember that we also talked about it two years
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ago in these episodes, where we saw precisely how websites dealing with medical issues
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and topics related to covid positioned much better given the pandemic situation worldwide in which
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we were immersed. And the last new thing I want to echo oy is
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from the entities, and is that the entities are everywhere along all these documents
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that have been leaked. We recall that entities are the name of something,
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that is, of an element, of a place, of a person,
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of an animal, of an object, of a business, of a thing.
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Therefore, an entity in what we are interested in is a local business
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and that local business is automatically associated with other terms or words, such as
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dates, shares, categories or other entities. And one of the entities that
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has been seen to be interested in Google is the bisit history and we think
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it has to do with the volume of traffic that can get to have a
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traffic volume business on foot. Then this attribute can be a factor to position
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at ranking level, for both good and bad. That is to say that
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in covid times where what was done was to avoid the confluence of people,
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if a business had a very high cycling history, what Google did was to
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lower it to position level. Now that we are not in that situation,
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that attribute of bissit history is an attribute that Google takes into account to position
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better and I think that has to do with the module that appears in the
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newletch panel of local businesses, where it tells you how frequented is an establishment
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at a given time. Well, that attribute is closely related to the category.
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And we were going with the last attribute we found, which is called
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Hipper relable data, i e data that is reliable, to put it that
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way. And this attribute applies to certain businesses, such as coffee bars,
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restaurants and hotels. And in this data what Google wants to have are certain
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keywords based on the business attributes to filter the results, that is, what
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it does is to have a list of related keywords, for example, menu,
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chekin schedule, checkout schedule, pool not pool air conditioning then it is
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important for him to have that library of keywords for those certain businesses, because
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it helps him to rank quickly and more easily when a user is doing searches
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for that type of business, so there is a mapping towards those keywords.
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And all these attributes help Google understand what our business is like and make it
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a relevant entity. And you' re a relevant entity. You are working
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well with content, your web structure and all the information that Google may be
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interested in. Well, I' m going to tell you how you can
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use a tool to analyze competition entities for the kewards you' re most interested
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in. So nothing if you sign up before tomorrow the Aneus Letter by Laura
26:12
Alfonso com Barra news Letter you will have that information in your inbox in first
26:18
hand. And this is all I wanted to tell you today. Why there
26:22
has been so much noise around the data League and all the filtering of Google
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information that it sometimes cost me to find out or at least I had a
26:33
hard time finding out what was affecting us. And, in addition, above
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all, the information we are receiving is related to web pages and not a
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detail at the local level. So, my goal today was to tell you
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that detail and personalize it to what we are interested in, which is our
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important physical establishments. As a summary, remind you that clicks matter and that
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Google is taking into account clicks not only from the search engine, but from
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other sources of information such as a newsletter. So let' s not cut
27:08
ourselves and make orles out of our pages where, maybe there' s not
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much traffic, because if they have links, they can help make those links
27:18
more important. And related to the topic of links, we already know that
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citations matter more than the links when they come from directories, because if they
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are directories that have no traffic, it will not affect us in any way.
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Then, also the issue of authority. The authority is important and they
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also take it into account in local businesses and for that they tell us that
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the whole issue of seniority is important and they also treat the chain of establishments
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much better than perhaps a single business that has a unique establishment and then,
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finally, work very well the whole subject of the entities and attributes to give
28:03
information and in context of who we are and because we are relevant. And
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I was going to say goodbye, but I just remembered that next Monday,
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June 13, I give a possitter web chat that is free. You can
28:21
write down anyone where I' m going to talk about reviews and I'
28:26
m going to try to answer the question worth buying reviews. Well, then,
28:32
we' re going to talk about all that on June 13th, Monday.
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So nothing, aim and I will love to be there with you and
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solve all the doubts you have and little more regarding today' s episode,
28:45
as always, thank you very much to everyone for your five- star ratings
28:49
and comments on all podcast platforms, on Apple, Podcast, in Spotify,
28:53
in Vivos, in Google Podcast, in Amazon Music, in all. I
28:56
' m at all, and what would help me is a lot if you
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subscribe to the program from your podcast platform, because that gives me more visibility,
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I can reach more people and it makes all this work sustainable and nothing
29:12
more that we just have to put the closure that today I am heavier than
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usual that we go, that I don' t go even with hot water
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that I' m leaving, that has already made the closure, but only
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until next week where we will hear again and where, where will it be
29:30
here in local businesses? Happy week.