Know Thy Enemy: Local SEO & The Art of War

Know Thy Enemy: Local SEO & The Art of War

Know Thy Enemy: Local SEO & The Art of War. Chris and Charles talk local SEO strategies in an article from Search Engine Land: Know Thy Enemy: Local SEO & The Art of War #SEOPodcast294 on Podomatic and YouTube.


Chris & Chuck:            The algorithm cataclysm.


Chris:               I think that worked better in YouTube live.


Chuck:             You think so?


Chris:               Yeah.


Chuck:             Maybe. Possibly. It should.


Chris:               Well, there’s more detail. So yeah. We think there’s more detail.


Chuck:             Yeah. So huge cataclysm today, huge cataclysm today. So first off, two things.


Chris:               Uh-oh. Okay.


Chuck:             One, Google confirmed that the real time Penguin algorithm is coming soon. They said this version of the Penguin algorithm will be real time. At least that’s the goal. This means that as soon as Google discovers that a link is removed or disavowed, the Penguin algorithm will process it in real time which means you should be able to recover from this penalty pretty quickly.


It also means ironically you can get penalized pretty quickly, that’s huge. Well, so I mean literally right now, if you want to disavow links you got to submit the long form and go through the process and then wait. And then wait for a refresh or something like that for to be actually approved. So now, they’re talking about doing it in a real time.


Chris:               That’s awesome.


Chuck:             That’s pretty big. Second one —


Chris:               Two.


Chuck:             It would likely affect mostly WordPress sites I’m assuming. It’s a new algorithm change, brand new one. Not Penguin, not Panda, MobiGater, not any of that aggressively targeting hacked spam. Hacked spam is the name of this one. They say it may impact 5% of queries. You know what that means?


Chris:               Yeah, 25.


Chuck:             It means probably more now, but in about a year 100%.


Chris:               So hacked spam —


Chuck:             Hacked spam, so sites that have hacked content that’s showing up in search results. They’re adjusting the algorithm. They’re going to remove all of that kind of stuff. So I think that’s good and bad, right. Good from the perspective that you’re going to clean the search results. Get all that hacked stuff out of there. The bad part is going to be for those sites who don’t know they’re hacked, right.


Chris:               Yeah. They’re going to — traffic.


Chuck:             Traffic going to go down some. And so check in with Mesa tools if you’ve been hacked and then clean your site up. And that’s my algo kit.


Chris:               That’s the algorithm cataclysm. All right. I have a little bit of news here or did you want to do a PITF?


Chuck:             I got a PITF.


Chris:               Let’s do a PITF.


Chuck:             Man, this punch in the fact goes to Wallis Bailey. Hit us up on Twitter @gaterfamilybjj #punchintheface @ewebstylepodcast hilarious, content filled show #SEO.


Chris:               Boom! That’s what’s up.


Chuck:             This is from Mr. Bailey. Punch in the face. Thank you for tuning in.


Chris:               I’m going to have half of this tattoo removed just because —


Chuck:             Just because that’s kind of a Twitter review kind of —


Chris:               I think that’s a Twitter review. Yeah. I should have done that before I got the tattoo added.


Chuck:             A treview.


Chris:               A treview.


Chuck:             A treview.


Chris:               A treview, too close to trivia, right, because we are not trivial. Yo! All right. So this one was interesting. Facebook is testing reactions. Remember, it was like three podcast ago they were going to come with the dislike button. And you’re like, “No. You should not give me that power, right.” So now, they’re giving you a broader range of power. So it’s a little bit of emoticons that you can put next to it and like angry. You have like an angry face.




Chuck:             Oh, yeah, yeah and they’re animated.


Chris:               Yeah, yeah.


Chuck:             Yeah.


Chris:               And they’re testing that in Spain and Ireland right now. The next piece of news, this is pretty cool. I actually got to broadcast as a follow up broadcast to the Microsoft. They made a whole bunch of huge announcements on Tuesday. The broadcast feed that they had was coming live out in New York.


We watched it and then we got on air and started interviewing people in the Woodlands Mall —


Chuck:             The mall, yeah.


Chris:               — which is a mall that’s up north. And so we got to follow up on that Microsoft event. It was pretty entertaining because my co-host actually headed down to the Apple store, grabbed some kids who were coming out of the Apple store — Hugo and Chelsea — and came back to the Microsoft store.


Chuck:             To the Microsoft store.


Chris:               And we told them — well, first they shared with us that their iPhone is not working and there was a three hour wait. And then we shared with them all of the announcements.


The new — what is it called — the Surface Book, right. So MacBook Surface Book — pretty phenomenal device. It looks pretty awesome, yeah. I would like to have one of those. And it was a great event. You can actually go check that out at UP Social Live. You can see that feed there.


A 3D printed heart helps a surgery of — I think it was a five year old. And when I first read this it was like, “are they already printing like –” because you know the goal is to be able to print organic tissue that can be replaced, right. So print a new heart and stick heart in, same genetic material. Like that’s the goal.


I was like, “Are they doing that already?” No. What they did is they printed the heart. And by having a physical model of this particular child’s heart, they were able to realize that they should get to the damage, the surgical area a different way. And it saved them two hours because they actually had the mockup of the heart. So that was pretty cool.


And this is really big news for me. My mom actually wants a smartphone. She called yesterday and left a message. She was like —


Chuck:             I’m ready for a smartphone.


Chris:               — “I need to talk to you about phones.” And I’m like she’s been on literally a pay-per-year package for the last ten years. She’s like, “I get 40 minutes a year. Somehow I have 400 minutes.” No, she gets 400 minutes a year. “I have 4,000 minutes. I don’t know how long I’ve had the phone.”


She hadn’t thought about it, right? That’s ten years. The math is pretty easy. So she hasn’t even used — that’s what she has stored up. But she said she was in the doctor’s office. She was all mad. They don’t even have magazines in there. So everybody’s on their smartphone.


“What kind of smartphone should I get?” And frankly I’m probably going to send her to Apple just because — yeah. We’ll see. We’ll talk —


Chuck:             Well, Android is definitely going to have an easier learning curve.


Chris:               Yeah. Apple you mean or Android.


Chuck:             I believe Android.


Chris:               You think Android has an easier learning curve?


Chuck:             Yes.


Chris:               Yeah? Okay. Well, I might convince her. I don’t know. Some other people have convinced her Apple. And you know it’s when you really start digging into the changes that you can do on the Android that you realize it can be more complex, but she will never do any of that. So very good point.


Chuck:             Yeah, most that people want.


Chris:               Normally, this is the part where I scroll down and I read a review.


Chuck:             But you don’t have any reviews.


Chris:               But there’s like no review. All right. What you got?


Chuck:             It’s the only news I have was that Google for the first time announced that they were seeing more search activity on mobile than desktop globally.


Chris:               Wow! Wow. That’s big.


Chuck:             That’s huge.


Chris:               That’s big. And we know —


Chuck:             That’s a global change.


Chris:               — it’s still very industry specific. I was just chatting with one of our guys today and I was like, “So how much of their search is mobile?” He’s like, “Oh, like 50%.” It’s like, “I didn’t think so.” I forget what client it was. And so I pulled it up and it was like — a quarter was mobile and three-quarters was desktop. But I’m imagining like restaurant search. I mean that’s mobile.


Chuck:             Yeah. Well, you think about our local searches are 50% mobile, right.


Chris:               Yeah, yeah. There you go.


Chuck:             And so that’s enough of it right there. It’s just local searches. And so it’s not surprising the statistic at all. We kind of expect it.


Chris:               Yeah. Cool. That is the potatoes of our podcast. It is now time to get into the meat of the podcast.


Chuck:             Awesome! So again, punch in the face to Marcus Miller and the good folks over at Search Engine Land. He posted this article Know Thy Enemy: Local SEO & The Art of War. Really just taking the Art of War, famous book by — oh, I forgot the guy’s name — Sun Tzu.


Chris:               Sun Tzu. That sounds right. That sounds good.


Chuck:             Yeah, famous author. Anyway, the book talks about the different methods of military general and war. And so Marcus pulled five different kind of points out of that book and compared it to how you could do your local SEO. It was a stretch and he made it work and I liked it. So here’s the day again.


Chris:               Here we go.

AUTHOR: Jay Gaura
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    August 29, 2017

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