Moz: на ранжирование сайтов в локальной выдаче Google в 2014 году...

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Moz: на ранжирование сайтов в локальной выдаче Google в 2014 году влияют почти те же факторы, что и в 2013 году

Moz опубликовал результаты ежегодного исследования влияния различных факторов на ранжирование сайтов в локальной выдаче Google (local ranking factors study) за 2014 год. Согласно мнению экспертов, по большей части, сигналы и факторы ранжирования практически не изменились по сравнению с 2013 годом.

Сотрудник компании Дэвид Мим (David Mihm) представил основные выводы исследования:

   
• Поведенческие сигналы, такие как показатель кликабельности (CTR), являются более выраженным фактором ранжирования, чем другие, в этом году;
• После запуска алгоритма Pigeon, метрика Авторитетность домена (Domain authority) приобрела характер сигнала ранжирования;
• Возможно, близость к фактору пользователя, осуществляющего поиск, также влияет на ранжирование сайтов в результатах локального поиска.

Ниже – некоторые из основных диаграмм из исследования.

Все факторы ранжирования:



Результаты по блоку/Карусели:



Локализованные органические результаты:



Больше информации по исследованию доступно по ссылке: http://moz.com/local-search-ranking-factors

Ну и если коротко:


Top 50 Localized Organic Factors
   1    City, State in Landing Page Title
   2    Domain Authority of Website
   3    Page Authority of Landing Page URL
   4    Quality/Authority of Inbound Links to Domain
   5    Quality/Authority of Inbound Links to Landing Page URL
   6    Physical Address in City of Search
   7    Quality/Authority of Structured Citations
   8    Product / Service Keyword in Website URL
   9    Click-Through Rate from Search Results
   10    City, State in Landing Page H1/H2 Tags
   11    Diversity of Inbound Links to Domain
   12    Consistency of Structured Citations
   13    City, State in Most/All Website Title Tags
   14    HTML NAP Matching My Business Page NAP
   15    Geographic Keyword in Website URL
   16    Quantity of Inbound Links to Domain
   17    Location Keywords in Anchor Text of Inbound Links to Landing Page URL
   18    Diversity of Inbound Links to Landing Page URL
   19    Proximity of Address to the Point of Search (Searcher-Business Distance)
   20    Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts)
   21    Proper Category Associations
   22    Quantity of Structured Citations (IYPs, Data Aggregators)
   23    Quantity of Inbound Links to Landing Page URL from Locally-Relevant Domains
   24    Product/Service Keywords in Anchor Text of Inbound Links to Domain
   25    Product/Service Keywords in Anchor Text of Inbound Links to Landing Page URL
   26    NAP in hCard / Schema.org
   27    Product / Service Keyword in Business Title
   28    Quantity of Citations from Industry-Relevant Domains
   29    Quantity of Citations from Locally-Relevant Domains
   30    Quantity of Inbound Links to Domain from Locally-Relevant Domains
   31    Location Keywords in Anchor Text of Inbound Links to Domain
   32    Individually Owner-verified My Business Page
   33    Loadtime of Landing Page URL
   34    Quantity of Unstructured Citations (Newspaper Articles, Blog Posts)
   35    Business Title in Anchor Text of Inbound Links to Domain
   36    Proximity of Address to Centroid
   37    Location Keyword in Business Title or Title Modifier
   38    City, State in Most/All H1/H2 Tags
   39    Quantity of Inbound Links to Landing Page URL
   40    Velocity of New Inbound Links to Landing Page URL
   41    Quantity of Third-Party Traditional Reviews
   42    Authority of third-party sites on which reviews are present
   43    Overall Velocity of Reviews (Native + Third-Party)
   44    Business Title in Anchor Text of Inbound Links to Landing Page URL
   45    Velocity of New Inbound Links to Domain
   46    Authority of Shares on Google+
   47    Volume of Testimonials in hReview / Schema.org
   48    Bulk Owner-verified My Business Page
   49    Quantity of Native Google Maps Reviews (w/text)
   50    Diversity of third-party sites on which reviews are present

Top 50 Pack/Carousel Factors
   1    Physical Address in City of Search
   2    Proper Category Associations
   3    Consistency of Structured Citations
   4    Quality/Authority of Structured Citations
   5    HTML NAP Matching My Business Page NAP
   6    Product / Service Keyword in Business Title
   7    Domain Authority of Website
   8    Proximity of Address to the Point of Search (Searcher-Business Distance)
   9    Individually Owner-verified My Business Page
   10    Proximity of Address to Centroid
   11    Quantity of Structured Citations (IYPs, Data Aggregators)
   12    City, State in Landing Page Title
   13    Quantity of Native Google Maps Reviews (w/text)
   14    Quality/Authority of Inbound Links to Domain
   15    Location Keyword in Business Title or Title Modifier
   16    Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts)
   17    Proximity of Address to Centroid of Other Businesses in Industry
   18    Quality/Authority of Inbound Links to Landing Page URL
   19    Click-Through Rate from Search Results
   20    Local Area Code on My Business Page
   21    Page Authority of Landing Page URL
   22    Quantity of Third-Party Traditional Reviews
   23    Quantity of Citations from Locally-Relevant Domains
   24    Age of My Business Page
   25    Quantity of Citations from Industry-Relevant Domains
   26    Product / Service Keyword in Website URL
   27    Overall Velocity of Reviews (Native + Third-Party)
   28    Primary category matches a broader category of the search category (e.g. primary category=restaurant & search=pizza)
   29    City, State in Most/All Website Title Tags
   30    Product/Service Keywords in Reviews
   31    Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite, Multiple Maps Reviewers, etc)
   32    NAP in hCard / Schema.org
   33    Geographic Keyword in Website URL
   34    High Numerical Ratings of Business by Google Users (e.g. 4-5)
   35    Quantity of Inbound Links to Domain from Locally-Relevant Domains
   36    Quantity of Inbound Links to Domain
   37    Product/Service Keywords in Anchor Text of Inbound Links to Landing Page URL
   38    Association of Photos with My Business Page
   39    Authority of third-party sites on which reviews are present
   40    Matching Google Account Domain to Landing Page Domain
   41    City, State in Landing Page H1/H2 Tags
   42    Numerical Percentage of My Business Page Completeness
   43    Clicks to Call Business
   44    Location Keywords in Anchor Text of Inbound Links to Landing Page URL
   45    Product / Service Keyword in My Business Page Description
   46    Velocity of Native Google Maps Reviews
   47    Quantity of Unstructured Citations (Newspaper Articles, Blog Posts)
   48    Diversity of third-party sites on which reviews are present
   49    Diversity of Inbound Links to Domain
   50    Driving Directions to Business Clicks

Negative Ranking Factors
   1    Listing detected at false business location
   2    Incorrect business category
   3    Mis-match NAP / Tracking Phone Numbers Across Data Ecosystem
   4    Mis-match NAP / Tracking Phone Number on My Business Landing Page
   5    Mis-match Address on My Business Landing Page
   6    Presence of malware on site
   7    Keyword stuffing in business name
   8    Reports of Violations on your My Business page
   9    Presence of Multiple My Business Pages with Same Phone Number
   10    Absence of Crawlable NAP on Location Landing Page
   11    Absence of Crawlable NAP on Website
   12    Association of Google My Business account with other suppressed listings
   13    Presence of Multiple My Business Pages with Same/Similar Business Title and Address
   14    Incorrectly placing your map marker
   15    Address includes suite number similar to UPS Mail Store addresses
   16    Listing 800 Number as Only Phone Number on My Business Page
   17    Keyword/city stuffed My Business page descriptions
   18    Keyword-Stuffing in Title Tag of My Business Landing Page
   19    Choosing to Hide My Business Page Address
   20    Including Location Keyword in Categories *
   21    Presence of Multiple Categories in Same Input Field *
   22    Choosing Service Area on My Business Page (as opposed to in-location visits)
   23    Non-Compliant Categories (those that do not fit "My Business Is a _____") *
   24    Presence of Multiple Crawlable NAP on My Business Landing Page
   25    Low Numerical Ratings of Place by Google Users (e.g. 1-2)
   26    Low Numerical Ratings of Place by Third-Party Users (e.g. 1-2)
   27    50+ MyMaps referring to your location
   28    Negative Sentiment in Place Reviews
   29    Mis-Matched or Private WHOIS Information
   30    Multi-lingual listing for the same place

Top 30 Difference-Making Factors in Competitive Markets
   1    Domain Authority of Website
   2    Consistency of Structured Citations
   3    Quality/Authority of Inbound Links to Domain
   4    Quality/Authority of Structured Citations
   5    Proper Category Associations
   6    Quality/Authority of Inbound Links to Landing Page URL
   7    City, State in Landing Page Title
   8    Physical Address in City of Search
   9    Quantity of Native Google Maps Reviews (w/text)
   10    Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts)
   11    Quantity of Citations from Locally-Relevant Domains
   12    HTML NAP Matching My Business Page NAP
   13    Page Authority of Landing Page URL
   14    Product / Service Keyword in Business Title
   15    Quantity of Structured Citations (IYPs, Data Aggregators)
   16    Quantity of Citations from Industry-Relevant Domains
   17    Click-Through Rate from Search Results
   18    Quantity of Third-Party Traditional Reviews
   19    Overall Velocity of Reviews (Native + Third-Party)
   20    Individually Owner-verified My Business Page
   21    NAP in hCard / Schema.org
   22    Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite, Multiple Maps Reviewers, etc)
   23    Product/Service Keywords in Reviews
   24    Diversity of Inbound Links to Domain
   25    Location Keyword in Business Title or Title Modifier
   26    Proximity of Address to the Point of Search (Searcher-Business Distance)
   27    Local Area Code on My Business Page
   28    Location Keywords in Anchor Text of Inbound Links to Landing Page URL
   29    Product / Service Keyword in Website URL
   30    Quantity of Inbound Links to Domain

10 Factors That Have Increased in Importance Since Pigeon
   1    Domain Authority of Website
   2    Proximity of Address to the Point of Search (Searcher-Business Distance)
   3    Quality/Authority of Inbound Links to Domain
   4    Quality/Authority of Inbound Links to Landing Page URL
   5    Physical Address in City of Search
   6    Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite, Multiple Maps Reviewers, etc)
   7    Quality/Authority of Structured Citations
   8    City, State in Landing Page Title
   9    Click-Through Rate from Search Results
   10    Page Authority of Landing Page URL

10 Factors That Have Decreased in Importance Since Pigeon
   1    Proximity of Address to Centroid
   2    Physical Address in City of Search
   3    Individually Owner-verified My Business Page
   4    Quantity of Structured Citations (IYPs, Data Aggregators)
   5    Proximity of Address to Centroid of Other Businesses in Industry
   6    Location Keyword in Business Title or Title Modifier
   7    Quality/Authority of Structured Citations
   8    Quantity of Native Google Maps Reviews (w/text)
   9    Geographic Keyword in Website URL
   10    Proper Category Associations