Post on 02-Oct-2020
5K Sites: What We Learned
Joel Headley & Mike BlumenthalLocalU Advanced 2019.02.06
if you can’t measure it, you can’t manage it
W. Edwards Deming
New Information Means New Questions
Google Posts: An Update
Yelp Conversions: 2018
Profile Conversions
Fun with Title Tags
New Information Means New Questions
Google Posts: An Update
Fun with Title Tags
Profile Conversions
Yelp Conversions: 2018
Google Posts: An Update
Changes to the place sheet (business profile)
Google Post is goneGoogle Post is gone - go a tabbin’
Click thru dropped from 3% to 1%
Click thru dropped from 3% to 1%
Google’s response: it’s just an experiment
Initial launch: Posts boost to booking CTA
BOOK CTA on posts boost in appointment link CTR
7.5% → 10%
Based on 5MM referrals
Today: Not so much
BOOK CTA on posts boost in appointment link CTR
7.5% → 10%
Today
8%Based on 5MM referrals
Rec: at scale difficult without automation
BOOK CTA on posts boost in appointment link CTR
7.5% → 10%
Today
8%Based on 5MM referrals
Can track a clear ROI1% is not 0
What’s happening with Yelp?
Google Posts: An Update
Yelp Conversions: 2018
Profile Conversions
Fun with Title Tags
Yelp Conversions in 2018
Appointment Request to office visit
Tracking conversions through request an appointment link
YoY comparison: not good for Yelp
Year over year requests
Yelp -12%
Practice +18%
Similar leads quality between website & Yelp
Confirmed appointments
Yelp 58%
Practice 58%
Compare June to January conversions
FLATNo sig. change
Google vs. Yelp: June to January
Appointments vs. Leads
No change
20% more leads
Trendlines: Google is going up
Trendlines: Yelp is going down
Conclusions: Yelp is still sorta relevant
● Yelp is losing: less actions over 2018● Google is growing in referrals● Practice website: growing appointment leads
● Looked at 1MM appointment leads● Trendlines Google R2 = 18.8%, Yelp R2 = 36.2%
New Information Means New Questions
Google Posts: An Update
Yelp Conversions: 2018
Profile (KP) Conversions
Fun with Title Tags
Business Profiles on Google
Website (authority page) 84%
Business Profiles on Google
Website (authority page)
Products & Services (menu)
84%
8%
Business Profiles on Google
Website (authority page)
Products & Services (menu)
Make appointment
84%
8%
8%
Business Profiles on Google
Website (authority page)
Products & Services (menu)
Make appointment
Google Posts CTA
84%
8%
8%
1%
Conclusions on Profile Metrics
Website landing page++
● went from 80-84%
● make it a great page
● all Post CTA went to auth page
Automate Google Posts at scale
New Information Means New Questions
Google Posts: An Update
Yelp Conversions: 2018
Profile (KP) Conversions
Fun with Title Tags
How long should title tags be?
How long should title tags be?
Do words at the end of title tag rank?
[mpbaztrixepngtjpyosp]
Do words at the end of title tag rank?
[mpbaztrixepngtjpyosp]
Add mpbaztrixepngtjpyosp at the end1.7K pages196 average character countLongest 270 characters
You bet!
[mpbaztrixepngtjpyosp]
159 characters appearing
210 total size
Last string is found
How long can you go?
Title tag - 270 characters:
Sciatica Specialist - Nassau County Plainview , NY: Ngugi Kinyungu, M.D.: Board Certified Pain Management Specialist & Anesthesiologist: ITAV Pain Management Practice of New York: Your Trusted, Local Health Care Provider Accepting New Patients Now : mpbaztrixepngtjpyosp
[mpbaztrixepngtjpyosp]Title has 91 charactersSciatica Specialist - Nassau County Plainview … - ITAV Pain Management Practice of New York
[NY: Ngugi Kinyungu, M.D.: Board Certified Pain Management Specialist] Position 32 - broad match to other pages on the site
[Sciatica Specialist - Nassau County Plainview … - ITAV Pain Management Practice of New York] Position 2 (after homepage with place sheet)
Don’t be afraid of the ellipsis
Embrace . . .
Focus on mobile, which can show longer title tags
Use unique, related words across title tags to expand visibility, without development of content pages
New Information Means New Questions
Automate Posts at scale!
Yelp sorta relevant
Authority pages! Attribute URLs!
Long titles - show . . . love
if you can’t measure it, you can’t manage it
W. Edwards Deming
It is wrong to suppose that
– a costly myth.
if you can’t measure it, you can’t manage it
W. Edwards Deming