New GBP Playbooks, Branded Query Filter in GSC, LSA Agency Tips | E24 The Whitespark Local Update

Local Search and AI Insights

Introduction to the Episode

• Darren Shaw and Cla Carlilele introduce the podcast, focusing on local search updates and discussions around AI.

• They mention that listeners can rely on their podcast for insights from industry experts like Claudia Tamina and Dan Petravich without needing to follow them directly.

AI Playbook for Restaurants

• Cla discusses a PDF titled "The AI Playbook for Restaurants," emphasizing its relevance for those in the hospitality industry.

• The playbook outlines how AI can enhance customer interactions, including three main areas:

• AIdriven local discovery,

• Using AI as a marketing thought partner,

• Improving internal operations with AI tools.

Local Services Ads Panel Discussion

• Cla highlights a panel discussion by Near Media featuring Greg Sterling, Mike Blumenthal, and others discussing local services ads (LSAs).

• The panel focuses on strategies agencies can adopt to build businesses around Google LSAs, noting Google's push towards these ads.

Key Takeaways from the Panel

• Eric Lavine shares insights on photo usage in LSAs:

• Photos should illustrate the user journey rather than just showcase logos or random images.

• Suggested order of photos includes showing service vehicles first, followed by action shots of work being done.

• Lavine envisions an interactive future where users can remodel spaces using augmented reality through Google, leading to tailored ad experiences based on user input.

Understanding Google's New Branded Query Filter

Introduction to the Branded Query Filter

• Discussion begins with a humorous remark about "remodeling chicken," leading into the introduction of a new branded query filter in Google Search Console.

• The speaker expresses skepticism about the necessity of this new feature, suggesting that existing filtering options are sufficient.

Comparison of Filters

• The speaker explains that the reax reject filter uses pattern matching, while the branded query filter is AI-driven.

• Emphasis on how branding and primary keywords play a crucial role in search visibility; mentions potential implications for businesses using specific brand names.

Insights on Google's Understanding

• The discussion highlights how Google Search Console may provide insights into both branded and non-branded queries, indicating areas where businesses might need to improve their entity understanding.

• Suggestion that if users find discrepancies in data filtering, they should consider enhancing Google's perception of their brand or revert to using reax filters.

Fascination with AI's Role

• The speaker shares personal interest in exploring what Google perceives as relevant to their brand through AI analysis.

Case Study: AI Generated Website Performance

Overview of Kevin Indig's Case Study

• Reference to an intriguing case study by Kevin Indig regarding an AI-generated website consisting of 60,000 pages filled with statistics.

Crawling Behavior Observations

• Notable observation that ChatGPT's crawler accessed the site minutes after publication, raising questions about its detection capabilities compared to Googlebot.

• Contrast between ChatGPT’s aggressive crawling (11 requests within 12 hours) versus Googlebot’s minimal engagement due to lack of domain authority.

Implications for SEO Analytics

• Discussion on different types of crawlers used by ChatGPT for training data versus standard web crawling; highlights limitations in tracking such traffic via traditional analytics tools like Google Analytics.

Log File Analysis Importance

Understanding Bot Traffic

• Explanation that many crawlers do not execute JavaScript, making it difficult to track their activity through conventional means; log file analysis becomes essential for deeper insights into bot interactions with websites.

Recommendations for Businesses

• Suggestion for businesses to utilize log file analysis tools and set up systems for continuous monitoring of bot traffic patterns over time.

This structured approach provides clarity on key discussions from the transcript while ensuring easy navigation through timestamps linked directly to relevant content.

Insights on Google Business Profile Updates

New Attributes in Google Business Profiles

• The speaker discusses the frequent updates to Google business profiles, highlighting a new feature that was not widely publicized by Google.

• This new feature is located in the attribute section and is referred to as "place page attributes," which aims to provide customers with more information about businesses.

• The attributes include various messaging options such as Facebook Messenger, Kakao Talk, Line, text message, and WhatsApp. There is speculation about whether these will integrate into Google's messaging API.

• Kakao Talk holds a 93% market share in South Korea while Line is popular in Japan, Taiwan, and Thailand; many users may be unaware of these apps' existence outside their regions.

• The speaker expresses hope that these messaging options will enhance the chat features within Google business profiles.

Google Business Profile Playbooks

• A mention of five new playbooks for Google business profiles published by Lisa Lansman’s newsletter aimed at different types of businesses: general, food and drink, service businesses, tours and attractions, and hotels.

• These playbooks are valuable resources for understanding what Google recommends for optimizing business profiles but should also be viewed critically regarding their practical application.

• The speaker emphasizes that even seemingly basic content can reveal surprising insights or best practices when reviewing Google's materials.

• Acknowledgment of the improved quality of Google's published content thanks to contributors like Lisa Lansman.

Women in Tech SEO Partnership Announcement

• Whitespark has officially partnered with Women in Tech SEO, an organization known for its vibrant community of women professionals in the tech industry.

• The speaker shares personal enthusiasm for this partnership due to past involvement with Women in Tech SEO since its inception and highlights its significance within the industry.

• Encouragement for others to join Women in Tech SEO if they have not already done so; it’s portrayed as an excellent opportunity for learning and networking.