How one local business boosted organic SEO, website traffic, and reached more customers with Google+.Many businesses and even SEO experts have been skeptical about the relationship between Google+ activity and its effect on local SEO. Their skepticism has been rightly justified up until now. However, thanks to our close relationship with widely recognized SEO and Local Business expert, Mike Blumenthal, it is now a strong indicator that Google+ can have a significant impact on local rank. A solid Google+ marketing strategy can significantly boost organic search reach, website traffic, and drive more business. The following case study is one of many where our efforts on behalf of a client have driven clear business results.
The Case Study: Barbara Oliver JewelryWithin the first three weeks of starting work on Barbara’s account, we saw significant gains in organic reach. The above chart shows the Google Organic results over time. As shown in the chart, our work began at the beginning of June 2016. By June 26, 2016 (just 3 weeks) we had seen significant gains in the number of organic keywords getting top 10 search results. Within just a few more weeks of that, we saw an additional spike in organic keywords getting top 10 search results. Unfortunately, a misstep on behalf of the website developer caused us to lose out on 4 days worth of tracking. However, once the tracking was reinstalled, trends continued to hold. Even after leveling out, we continued to see gains in lower ranking terms. When Google Possum hit, many sites were dramatically affected by seeing a decrease in organic search. Our client only saw minimal impact from this view, as you can see. We also were able to bring the trend back in the upward direction within a couple weeks. However, our team was quickly brought back onto the account and immediately began seeing a return of the lost gains. Below are a few more charts documenting the organic growth over the course of our testing.
Shareable Semantic Content is the SecretSo what’s the secret that our team has figured out? Mike Blumenthal explains it best. Google+ connects the relationship between the social page and the website and then partners that with the relationship of the social followers of the page to the website. This carries a high level of semantic relevance and, therefore, authority. The content aligns with the data from the website, and also confirms facts across the web. Google is seeking facts that can align with the intent of a user’s search. By writing content, sorting it into an interest and then having that data validated by users we are able to “teach” Google more about the entity. When a social action is taken on Google+, this sends a +1 or “Social Signal” that helps strengthen the entity. This is why Google+ has become more focused on two areas that help identify “interests”:
- Communities: people with a common interest
- Collections: curated topical content
- Google doesn’t have reliable access to the data feed
- Google doesn’t know if the social entity is verified
- Google doesn’t have enough info about the people sharing and engaging