Google Local Search Stats for Black Friday

As promised in our post about the impacts of the October 27th Google update, we have put together a quick look at the traffic trends we saw for retails outlets on Black Friday and Cyber Monday.

About The Data

  • Sample (hundreds) of retail chain locations across the United States (other verticals responded differently and this analysis focuses only on retail stores)
  • Click and ‘click action’ data from Google Places for November 12th through December 12th
  • All locations have clean, complete and verified listings in Google Places

Our first step was to take a look at the number of clicks generated per day across the sample locations.  We took this data and indexed the performance to the click totals on November 12th:

bf-vs-cm1

Few things standout on this graph:

  • Not all that surprisingly, Black Friday was the best day in terms of the number of clicks generated
  • Local traffic popped on Cyber Monday as well
  • Big slowdown going into the Thanksgiving holiday
  • Black Friday is just a launching pad for the season with local traffic accelerating strongly starting in early December

Now we wanted to understand a bit more about the Black Friday burst versus the Cyber Monday burst – specifically if Black Friday is truly a ‘physical’ and in-store event while Cyber Monday is an online event.  To do this, we simply looked at the click actions (as reported by Google) for clicks to the location’s website versus clicks for directions to the location.  We used this data as a metric to help understand what people’s intent was once they found the local listing:

bf-vs-cm-type

The data showed a material difference in the click behavior with a full 10% of user clicks shifting from directions to website on Cyber Monday.  While this data is not perfect (for example, many people going to the website just ended up using the on-site functionality to get directions) is does provide a reasonable proxy for the behavior of shoppers on these two days.

In early 2011 we will be posting an analysis of the entire 2010 holiday shopping season.  Follow us on Twitter or Facebook to get the latest updates as they become available.  Thanks!

Google Local Updates: Performance Impact Analysis

Right around October 27th Google rolled out an update to both how they rank their local listings and how they integrate those local listings into the main search result pages.  While the 3-pack and 7-pack still exist, this layout is starting to become the norm for local listings on the main Google results page:

blog-google

To help understand what these changes mean to local businesses listed on Google, we have put together an analytical summary of what we saw during and after this update.

About The Data

  • Sample of retail chain locations across the United States (other verticals responded differently to the change and these number apply only to retail stores)
  • Click and Impression data for October 18th through November 14th, as reported in Google Places
  • Removed outliers based on total number of clicks and/or impressions
  • All the locations have clean, complete and verified listings in Google Places

Summary of Results

  • Significant CTR improvements
  • Some of the CTR improvement is driven by increased impressions for branded traffic
  • The number of reviews for a location seems to have impacted overall traffic growth for the location
  • The average review rating does not seem to be connected to overall traffic

Details and Graphs

The impact of the change is clear when looking at the clicks and impressions:

blog-avg-perf1

Clicks grew over 50% in the ~2 weeks following the update while impressions grew only ~15% — implying that a majority of the click benefit came from increased CTR.  This leads to the question of “did the query stream change?”.  To help answer that, we took a look at the growth in clicks and the growth in the percentage of branded traffic:

blog-perf-branded

While the update did drive a noticeable and material change in the percentage of branded traffic (up over 10%), that change alone did not account for a majority of the increase in overall traffic to the locations.

So, good clean listings seem to have benefited from the update…but how do reviews play into the performance equation?  To help answer this we took a look at the click growth for locations that had received 3 or more reviews in the last 6 months versus those that have received 2 or less:

blog-perf-num-reviews

The locations with 3 or more reviews performed better after the update.  Now, this does not mean more reviews = better ranking.  It could simply be that more reviews is just a good proxy for the overall number of citations a location has.  That said, this data does provide additional evidence that the more times Google can find matching information about your business location on the web the better it is for your ranking.

With the recent discussions around how rating could/should/does impact ranking, we also took a look at the click growth based on the average rating for the sample locations.  We split the locations into two buckets, one for those with a rating over 3.5 and the other for those with rating of 3.5 or lower.  Each bucket had an average right around 5.5 reviews per locations (to help deal with the impacts that total number of reviews could have on the analysis).  Here is what we saw:

blog-perf-rating

Based on this data, the poorly rated locations actually saw better click growth than the strongly rated locations.  While not definitive, it certainly points to the average rating being ignored by Google at this point (but not by your potential customers!).  And this actually makes a lot of sense given the issues we have seen with Google importing 3rd party reviews correctly (which we will take a look at another time) and the lack of credibility of the ratings/reviews on many 3rd party sites.  However, as Google (tries) to gather it’s own rating data via Hotpot they will be able to build a data set that they can trust — and can then start to use more actively in the ranking process.

If you are still reading…thanks and we will be posting an update on the holiday shopping traffic in the near future.

Mt. Everest Makes Moves to Address Online Complaints

Image via Engadget

Image via Engadget

As we discussed a few weeks ago, Mt. Everest had some online review issues.  One of the most common complaints was lack of cellphone service at the top.  Well, the mountain has listened and that problem has been solved.  Ncell has completed the install of a 3G capable cell station at 17K feet that will apparently provide service all they way up to the summit.

In other news, there is no news on Smart Phone friendly mittens that are rated for Everest’s summit temperatures.

New Google Results Page for Local Searches

Looks like Google is using their new results page layout in much wider (or complete) distribution now.  Greg Sterling has a good overview at Search Engine Land.

Mt. Everest Getting Not So Rave Reviews on Google Maps

It appears that the Online Reputation Management Agency for Mt. Everest has been sleeping on the job.  The Highest Mountain in the World’s Place Page on Google Maps is receiving a mediocre 3 star rating:

meverest

Closer inspection of the reviews reveals some very unhappy customers.

mev_review1

Obviously, these are tongue-in-cheek reviews ala Amazon’s Three Wolf Moon T-Shirt Meme.  However, they clearly display yet another reason to closely monitor online reviews for your business.  In the Three Wolf Moon case, the fake humorous reviews frontpaged on every social media site, including Digg and Reddit. The huge exposure catapulted sales 2,300%, making it the top selling item in Amazon’s Clothing Store.

While review content going viral can be a boon to business, both of these instances shine the light on the fact that a small group of reviewers can highjack reviews and drastically sway the outward appearance of your product or service.  Who’s to say this can’t be done by a competitor or former employee to sway public appearances.  This should be a concern for any business owner, from a national chain to the small business owner.  For a small local restaurant, poor local reviews can be crippling.  Everest’s tourism industry won’t likely feel the effect of a few fraudulent  reviews:

mev_review2

But consider if Everest was a new, up-and-coming restaurant in Chicago.  How many of the 165,000 searches for “chicago restaurants” last month, would bother looking twice at a location with only 3 stars?

– Gavin

Google Tags Now Available Nationwide

In a post on the Google Maps blog last night, Google announced that Tags will begin rolling out nationwide.  The latest list of available areas will be available here.

For the $25 a month, your Tags are now included in mobile search results as well.

The post still used the word ‘trial’ to describe the program, so it is still possible that Tags get retired at some point here.  However, the nationwide expansion means the limited trial must have cleared whatever internal relevancy, performance or revenue metrics Google had in place.

Google Places Update Pushes Bulk Verification

Last week, Google Places got some minor UI and functional tweaks.  The changes were focused on the ‘business summary’ page that lists all of the locations managed within the account and are summarized here. The most interesting change though, was the push to verify bulk listings.  When you login to an account that has locations added via the bulk feed and they have not been verified, you now get a very prominent message that you should consider doing so:

bulk1

Twitter’s Plan for Business Accounts

Some of the features that are supposedly planned for Twitter business accounts where outlined by the OPEN Forum.

  • Contributors: Twitter support (as opposed to third-party) for multiple users on the same account.
  • Verified Accounts: Add some authority to your account by having Twitter certify you are who you say you are.  Curious to see what their verification process is going to look like…
  • Opened Direct Messages: Will not require you to be followed to receive a DM.

The Local Business Center is now Google Places

Google announced today that the Google Local Business Center is being renamed to Google Places.  Nothing has changed in the UI as of yet, but as part of the announcement on their blog they did rehash some recently added features and announced a few new ones:

  • Service areas (previously available)
  • Expansion of the paid ‘Tags’ service into new regions
  • Business photo shoots are a cool (and free service) that they have been testing and is now more widely available
  • 50K more ‘Favorite Places’
  • New Google Places help center

The Google Places announcement also included some interesting stats on the local search space:

  • Four million businesses have claimed their Place Page globally and two million in the US
  • 20% of searches on Google are related to location

Two Worlds Pleasantly Collide

It does not get more local than the message board in the local coffee shop, and that is why I loved what I saw today when I walked in:

lcb

Using the most classic of marketing tools to drive one of the newest and most cutting edge.