Latest / Negocios Locales / #182 El truco de PIN que arruina tu posicionamiento SEO

Transcript

#182 El truco de PIN que arruina tu posicionamiento SEO · Negocios Locales

0:00
Local business. Episode one hundred and eighty- two, very good morning to
0:16
everyone and welcome one more week to local businesses, a weekly podcast where we
0:21
look for local businesses to get more customers and more business thanks to the improvement
0:26
of your positioning and visibility on the Internet. And how we do it,
0:36
then, talking every week about topics as varied as your Google date, we
0:40
are Rafael, of your website, of intentions, of search, of the
0:43
user, of reviews, of links, of digital analytics and even of artificial
0:48
intelligence. And who am I to talk about these issues for which you do
0:51
not know me. My name is Laura Alfonso and I am a consultant specializing
0:56
in local businesses, that is, those businesses that have establishments. And today,
1:00
in the one hundred and eighty- two episode of this Wednesday twenty-
1:04
sixth of June of two thousand twenty- four, we are going to talk
1:08
about all the innovations that we have found in this month of July in the
1:11
field of local seo. And you' re also incompetent. Looks like I
1:15
' m coming and piped. No, maybe so, because the truth is,
1:18
there' s something new that this month has made me a little angry.
1:21
So we' ll be talking about it in due course, because first
1:26
I have to remind you that you can subscribe to the local business podcast on
1:30
your regular podcast player or from my website, Laura Alfonso com where you will
1:37
also find all the news of this episode and also, you have the possibility
1:41
to subscribe to the local business news letter, where I address topics of interest
1:45
that do not give me time to address in the episodes of this podcast.
1:47
For this it is very easy only and you have to go to Laura Alfonso
1:51
com Barra letters and subscribe. And now we' re going to start with
1:55
all the news this month. How the good algorithm has evolved, indeed there
2:00
has been quite a bit of a moratility, especially the first fortnight of June.
2:06
If we look at how it has evolved at the level of this,
2:09
we see that if on average the normal volatility range is four six out of
2:15
ten, we have sometimes had up to nine four out of ten. Therefore,
2:19
there has been volatility, but what local pack respects we see is more
2:23
or less stable. The local pack has appeared in the twelve commas of sixty
2:28
- four percent of the times, and if we go to Mobile, we
2:30
see that local pack has appeared on almost twenty- two percent of the occasions.
2:37
So, on the one hand, we have peace of mind because we
2:39
see that transactional queries continue to be maintained and Google responds to them with local
2:46
pags, which is beneficial for local businesses. But, on the other hand,
2:51
we have to take into account how they are evolving and positioning our chips
2:57
with respect to the monikyus, that is, those searches that our potential client
3:02
performs and that are the important ones for our business, that is, that
3:07
they are the ones that bring us turnover, and for that we have very
3:13
interesting tools, like Kojak, a specialized local Rand tracker that offers you rag
3:17
max detailed, that is, maps where it shows the position in the ranking
3:23
of your business for a specific geographical area. That' s right, with
3:25
Koyac you' ll have a clear and accurate view of how your company is
3:31
positioned for which you were relevant in your business. And the best of all
3:35
is that Kojak not only focuses on the local being, the famous local Pack,
3:38
but also analyze the organic ones, that is, how he positions your
3:44
website for local searches as well. And besides, it' s got a
3:49
metric that I love that' s the georrang. It' s a metric
3:53
calculated among several factors that indicates your seo visibility ranking with respect to your competition.
4:00
So, if we are seeing that in this first fortnight of June there
4:04
has been enough volatility, it is important that we know if it is affecting
4:11
those search intentions that are super transactional and that brings us business to our establishment.
4:16
So, with tools like Kayak, you can know if everything is in
4:20
order or you have to worry. So don' t stay back. Discover
4:26
all the possibilities of Kojak a Rand Tracker to keep the visibility and positioning of
4:30
your local business under control. Have him on coyac CLC. So, with
4:40
all of this that we' re seeing, it' s important that you
4:45
check whether your tab' s positioning is the right one, or it'
4:48
s been reduced to the best with this volatility that we' ve had at
4:53
the beginning of the month. But well this with respect to the tab,
4:56
but maybe at the end of the month we' ll start to notice some
5:00
volatility with respect to what our website is and, why because Woogle has re
5:03
- launched a new date in this case or a spam update. Yes,
5:08
again before this could be considered novelty, but it is that we are with
5:15
continuous updates and dates every month. So this is no longer a novelty.
5:19
This and it' s a constant. I think I' m going to
5:21
stop talking about abdates because my mother, I' m bored even a little
5:28
bit. But well, it' s important that you know that we'
5:31
re back with aubdates, that on the twentieth day a spam mapdad was launched
5:38
and says Google will take about a week to deploy. And what more news
5:42
we' re finding this month. A very interesting one that affects the catering
5:46
business and is that a new button has appeared on the dates of Google wiss
5:50
Profile, which is the letter one, so the user presses and displays all
5:55
the menu that has incorporated the establishment. And the good thing about all of
6:02
this is that, besides, googlebus our end in its performance reports, is
6:08
measuring the impact of that button, so we' re going to be able
6:13
to have information about interactions as well, not only of users who click on
6:18
our website or call on the phone or press the button how to get there,
6:23
but we' re also going to be able to know how many users
6:30
are seeing the menu of our business. I leave you screened in the notes
6:31
of the program so you can see how it is visualized. The truth is
6:35
that this is a novelty that, as I say to you, I liked
6:38
very much, but there is another novelty also in what is the visualization of
6:44
the noble panel of local businesses, and that is that in the United States
6:47
you are seeing how in some tokens a code runs to capture business information.
6:55
This part I do not understand very well, because of course I understand that
6:59
a code curre can be interesting, because, for example, a stellar business
7:03
again when you want to see that there is menu and not to give you
7:08
and especially after the pandemic, no physical material that touches it everyone, because
7:14
they give you the code curre. You catch it and from there what you
7:16
do is see what the menu of the establishment is. But if you are
7:20
seeing a tab and the tab you can only see it from a mobile device
7:27
or from a computer device, it is that from there you click and see
7:31
the information you want to see. So what sense does it make that you
7:36
want to capture with your mobile a qerre code that you' re looking at
7:43
on a computer, because it' s that I don' t see much
7:46
sense to myself, anyway, to the different establishments that I' ve seen
7:48
that had the qre code. I tried to capture it with my mobile phone
7:51
and I don' t know if it might have a lot of brightness on
7:55
the screen and, therefore, the light was shaking a little bit. But
7:58
the truth is, I didn' t get him to skip the url where
8:03
that qr code was coming from. But, the truth is that Google is
8:07
testing and still testing with artificial intelligence as well and, for example, we
8:11
are finding ourselves as the tabs of different businesses begin to have updated descriptions,
8:18
and sometimes they are good descriptions and sometimes not so much, because Google uses
8:24
artificial intelligence to rewrite those descriptions and they are summaries that do not enter owners.
8:31
Therefore, keeping an eye on it is not going to be that your
8:35
descriptions have been reissued thanks to artificial intelligence and put something wrong. Anyway,
8:41
you can see how just below the description, appears a legend that says that
8:46
it' s a description generated by overviews and that it' s experimental.
8:52
So experiments, especially when they have to do with our business, because with
8:58
care and good law next novelty also very interesting. The truth is that this
9:03
month everything was quite interesting to me. I told you last month that Google
9:07
deleted the chat feature, but what we' re seeing is that already in
9:13
many tabs, including those in Spain, the possibility of putting the Whatsapp option
9:16
or text message is opening up. This is certainly an advantage for many local
9:22
businesses and, above all, now that we are on vacation, many of
9:26
the businesses have no one to leave the phone to. Then you can disable
9:33
the option of having your phone appear and respond to your potential customers through this
9:37
type of messaging. So, on that side I see added value to the
9:41
physical business. But, on the other hand, it is certainly strange to
9:46
me as well. Why, because until now, when I wanted to make
9:50
appointments to local businesses, if I put the appointment through a Whatsapp link,
9:56
that link was not used to show the business in the Nobles Panel. However,
10:01
there was the possibility of an appointment. If the link referred to the
10:07
web to the contact form, what was the deduction we made, because whatsapp
10:13
in the end becomes a Facebook product, it therefore becomes competition in some way
10:18
from Google, and Google does not want to let the user leave the search
10:22
engine to go to other platforms, and that is why it was discarding the
10:28
possibility that the user could arrange the appointment through Whatsapp. But now we see
10:35
that suddenly removes the chat merge and offers the option of Watsapp and text message.
10:39
That' s why it' s left me a little out of place,
10:43
but I certainly think it' s a very good functionality, as I
10:48
was saying, for all local businesses. Now what you have to expect is
10:50
that they all unfold, because I, of course, have been looking at
10:52
it for my clients and it is not enabled in any. However, I
10:56
do see on social networks, as there are already users who start showing screens
11:01
of how it is displayed on their own dates. So nothing I' m
11:07
looking forward to seeing if it appears on the chips that I manage and my
11:13
clients can rest a little bit in summer, as I told you before.
11:16
Another aspect that has also given a lot to talk about this month has to
11:20
do with the searches that the user does when he gets into Google and begins
11:24
to insert the aqerry into the search engine claw. There is a drop-
11:28
down showing related searches that other users have done and previous searches that you have
11:35
done can also appear. What happens, that what you are seeing is that
11:39
when the user, in that search bar, inserts a sane brand, Google
11:45
shows you in the drop- down other brands of the competition that offer related
11:52
services. So that' s it. The truth is, it doesn'
11:58
t look very nice, it doesn' t have, it doesn' t
12:01
have too many senses. If the user is looking for one brand, why
12:03
Google is frustrating another. And besides the competition. Well, actually, I
12:07
' m not surprised because Google has already done it at other times, because,
12:13
for example, we' ve talked about it in previous episodes. When
12:15
you ask for a budget from a business through the tab. Once you give
12:18
him to send, it turns out that Google shows you other businesses, which
12:24
you can also ask for another budget. So, maybe for the user it
12:28
' s good, but if in the end it' s your business that
12:33
has seemed like Google' s visibility to others who may be worse positioned,
12:37
because the truth is that it' s not too funny and we also find
12:45
it when you have a little worked- out tab, especially at the end
12:50
of the tab other users appear looking and the competition comes. That' s
12:52
why it' s important to work with a lot of content on the tab
12:56
so that that section goes down. Well, if we had little Google,
13:00
he' s starting to show for brand searches in the drop down to competitors.
13:05
So let' s hope it' s a bag and correct it because,
13:09
as I say, it doesn' t make much sense and another novelty
13:13
has to do with the attributes, with the attributes associated with our tab.
13:18
If you remember we talked in previous episodes that an attribute had come out that
13:24
had to do with small business. And what happens if you take and put
13:28
an attribute and Google doesn' t approve. So far you knew I didn
13:33
' t approve of it because you went into the information to go to the
13:41
tab and it appeared that attribute crossed out or indicating that Google had not accepted
13:43
the change. Well, it turns out we' re finding that there are
13:48
users who receive an email from Google telling them that that attribute has not been
13:54
accepted. In this case, we' re only talking about the small business
14:00
attribute. If you have received it for another great attribute that you let me
14:03
know. But the point is that the users who have received this email also
14:09
don' t agree very much with the reason why Google claims that it can
14:15
' t give them that attribute And what' s that reason, because in
14:20
the end it' s saying that I hear I don' t consider you
14:24
a small attribute if you' re part of a chain or a franchise,
14:30
and here some of the businesses say to see I' m not a chain
14:33
or any franchise, but I' m an establishment that, maybe I have
14:39
several locations and by having several locations, Google is questioning whether it' s
14:46
really worth it or letting put that attribute of small business. But what I
14:46
said, the novelty is not only whether or not you let that attribute put,
14:50
but you' re communicating that you don' t leave it through email.
14:54
When before you had to proactively enter the information on the tab to see
15:00
if I had accepted it or not accepted it. And, by the way,
15:03
I also have to tell you that all the changes I' m making
15:09
right now on the tab have a very long validation period. Before, in
15:16
ten minutes it was resolved and if it was a little slow the issue,
15:22
it was twenty- four hours. But now I' m finding that Google
15:24
tells me that they have a suitable update times of up to thirty days.
15:30
So nothing, because here I am waiting to see if Google decides to update
15:35
the information of the tabs that I have improved throughout this month and before moving
15:41
on to the classic section of the news of the month, where we let
15:46
you know which are the new categories that Google has included. I do want
15:50
to echo a novelty that is a tremendous task and that is that, as
15:56
a business you can lose the whole job addition. If a user decides to
16:03
edit your tab and move the pin from your location to another area, what
16:10
happens is that the positioning of a business is associated with the area where the
16:17
pine is located. Therefore, if you are positioning very well in your area,
16:22
but a funny guy comes to edit the card and sends it to you
16:26
three kilometers, it turns out that in the area where you are located you
16:33
lose all the positioning. Then it is something totally inconceivable, because I understand
16:38
that Google accepts the content generated by the user in certain areas, for example,
16:45
in the reviews, when they upload photos, when they introduce questions and
16:51
answers. But what I can' t understand is Google accepting just one edition
16:56
of that draft. It' s just that an edition of ns that guy
17:00
has to be contrasted with the business. But it' s just that there
17:03
' s not the thing left, I mean, someone edits your tab says
17:08
you' re not there and move your tab ten kilometers away. But it
17:14
turns out that if you realize and say hear that this is not so,
17:18
you edit your tab to say no no to the location pin and bring it
17:22
back from the three back, as it turns out to suspend you to the
17:25
date. And then, if you suspend the date, then you' re
17:29
now without positioning here or there. How you eat that. This is a
17:33
mistake, because we do not know it, but the truth is that this
17:37
situation is taking place. And up to that point, this situation is happening
17:41
that we are finding cases where, suddenly, in a specific geographical area,
17:48
we find that you hear there are all the businesses related to insurance and the
17:53
only one that is in an area that has nothing to do with so much
17:59
competition is another bank and in bottle who has moved all the businesses of the
18:04
same category to the same area so that they compete between them, they filter
18:08
and do not position well, because the one that is isolated will be Google
18:15
able to realize this situation and to put remedy, because the truth is that
18:18
I do not know, but is that this case that I am telling you
18:22
about the businesses related to insurance. Reminds me of a criminal who tried to
18:26
become invisible lemon confumo. And it was in the middle of a thousand nine
18:30
hundred and ninety, for there was a fact that we could catalogue as surprising,
18:37
where a forty- four- year- old man docked two benches in
18:41
the middle of the day without any kind of mountain tax or mask to cover
18:45
his face. Obviously, that criminal affair had a very short life, since
18:52
the man was stopped quickly. But the funny thing is that this man was
18:56
surprised and said but how could you catch me they were carrying lemon zumbo in
19:00
the face and then later the police found out that two friends of this man
19:07
joked about the fact that if you used that technique, then in the end
19:11
the security cameras and if they took a picture of you, then in the
19:17
end with the flash and that reflected and did not show your face. But
19:21
the point is, the funny thing is that the robber tried it before and
19:26
made a framing, took a picture and I see that since it wasn'
19:30
t in that photo, because it was true and this story came to the
19:36
ears of a professor of social psychology who couldn' t believe what happened,
19:40
and that led to questions. It is possible that the very competence of this
19:45
being prevents him from having his own incompetence, as it is a bit what
19:49
happens to me when I see this kind of news from Google. What is
19:55
really happening is possible is that businesses that have a bad positioning, that neither
20:00
have the knowledge or the desire to really apply local seo strategies to their business
20:06
can with techniques as crude as this, to dispose of businesses that are working
20:12
so hard and that have been fighting in the market for years and that this
20:18
happens, because that I don' t understand then, in the end,
20:22
if you are a business that you want to improve your positioning and you don
20:29
' t know how, because look they have it very easy in Laura Alfonso
20:33
with barracks. You have two courses to improve the local positioning of your business.
20:37
One where I teach you how to get reviews, how to improve,
20:41
how to avoid being taken away, how to remove reviews that have put you
20:48
negative. But I also have another course that gets more customers by positioning your
20:52
local business and where, from the base I tell you, over several lessons
20:56
and almost six hours, how can you improve the visibility of your local business
21:00
and with that get more customers? If you' re waiting for this course
21:04
to explain, how you can do crude strategies of this kind to improve your
21:11
positioning, because this is not the course you' re looking for, because
21:14
really what I do with this course is explain sustainable strategies over time. So,
21:18
well, I' m really mad at this kind of news because in
21:23
the end I think all the work you' re doing is making it go
21:29
to hell, because Google allows this kind of practice. Well, I think
21:30
it' s wrong, and from here I denounce him and drown myself.
21:34
So you know it and we' re already going with the latest novelty,
21:38
which is the novelty of every month, which are the new categories. And
21:45
there are a few and what categories are, then, looking at one side,
21:48
we have ticketing and ticketing has to do with everything related to lockers,
21:56
buying tickets, stuff like that. There are no related categories. That'
22:00
s why I can' t give you any more information. Another category store
22:04
supplies for tattoos. I' m sure some of them do very well,
22:11
because, like I gave a talk for tattooers, I' m sure they
22:15
' re interested in this one. Then there is also the provider of seating
22:18
systems. This one also doesn' t have a related category and it'
22:23
s there looking to hear what kind of business might interest you in this kind
22:30
of category and good either. You think I' m too clear, but,
22:33
for example, I was seeing that maybe a company that makes hundreds because
22:38
there are now, so if there' s a disabled person who has to
22:44
get into a pool and that there are special adapters to get him down,
22:49
well, maybe that kind of business can be a provider of seating systems.
22:55
The point is that, since there are no related categories, you don'
23:00
t understand very well what you want here. Google would then empower me first,
23:06
not put it as the main category. If you have a main category
23:08
that fits you well, then hear as a secondary category. It can come
23:14
to your hair and then we have the latest catering equipment rental service so,
23:18
as you see four new categories for this month bollery, tattoo supply store,
23:23
seating system provider and catering equipment rental service. Well, as you see a
23:33
lot of news this month, a lot of things to keep an eye on.
23:34
So don' t lose the thread that we' re coming to summer
23:40
and, maybe, we' re lost And, by the way, since
23:44
we' re coming to summer, starting next week, I' m going
23:48
to make small piloras to give you tips on tools that I use and that
23:53
are very useful when working on local positioning. I think you' re going
23:56
to like quite a few and, above all, what I know is that
24:00
we keep listening to each other every week, that we don' t lose
24:06
the thread but at the same time let' s rest were short pills,
24:10
they won' t be episodes as long as I do every week. And
24:11
with those tips you can go on testing and I' m sure many of
24:15
them will work very well for you to improve the visibility of your local business.
24:21
Well, little more. I already have to say today only that I
24:25
hope it has been of interest to you and that you can apply it to
24:27
your local business. And, as always, thank you very much to everyone
24:32
for your five- star reviews and comments on Apple, Podcast, in voice,
24:36
in Spotify and remember if you can listen to me on other platforms,
24:41
on Amazon Music, on Google Podcast, on Podcast, on all of them
24:45
and if you subscribe to the local business podcast, you will help me a
24:48
lot. Why you will make this podcast sustainable in time and it is only
24:52
left for me to close, but only until next week, where we will
24:56
hear again and where, then, where it will be and in local business
25:00
for those who go today in July, vacation enjoy a lot of rest and
25:07
for those who go to August that we no longer have anything left. So
25:10
nothing, a lot of encouragement and I said, we listen to each other
25:14
next week happy weekly