About Mike Ramsey
Mike Ramsey is the President of Nifty. He is the author of Winning At Local Search and a partner at LocalU, which provides beginner to advanced conferences in the realm of local search marketing. Mike founded Nifty in 2009 which has been recognized by Inc. as one of the fastest growing companies in America.
In his Learn Inbound talk, Mike will explore the In’s and Out’s of local search in 2017 and beyond as he walks you through everything from reviews to local listings and links to local content in order to build a long-lasting strategy to stay prominent in your city.
- How to use the data you can grab from local map listings and what you can do with it.
- Learn how to understand the updates that constantly keep local marketers on their toes.
- Prioritize local tasks so that you can focus on what matters most.
I'm excited to talk to you today and I want to start out with a story. Okay? So I was speaking at MozCon, this is going back in 2016, and I was just about to get up on stage. And I was in the speaker's room in the back. And I was going through my deck, and I had a cup of water, and I spilled it. And I didn't spill it here, and I didn't spill it here, it was like right here. And it was like two minutes before I was gonna go on stage. And so, you know, I was freakin' out, and I ran into the bathroom as fast as I could, and you know, just to prove that this actually took place I mean I have the picture right here. That's me. And it wasn't like the dark pants. This is why I always wear dark pants at conferences now. Okay. So it was these light pants, and it looked bad, as you can see. So I get into the bathroom and I'm like, okay, what can I do?
And I'm looking and there's no like, dryer, there's the napkin things. And so I get the napkins and I realized that the faster I go, the more friction there is causing it to heat up and dry faster. So I'm really trying to dry, and you know, it looks somewhat like this, basically. I don't know if you've seen this before, but as just an example, it's somewhat like this. And as I'm doing this, all of a sudden I look up and I'm just staring at this dude. And you know, it was like a...I found this side bathroom so I didn't think anybody would come in. And he's just looking at me. And we're just sitting there, having a moment, eye to eye, and it was just fully awkward silence. Just awkward, awkward silence. No words were said. Nothing had to be said, I didn't know what to say, he didn't know what to say. We looked at each other, he walked by me, I kept going, and then I went out and got on stage and luckily it was dry.
But I wanna talk to you about this awkward silence. So I'm in the local search space. We do a ton of local search for big companies, for little companies, but it's all centered around local. And I speak at a lot of conferences, and when I show up at these conferences a lot of times part of the room's just not interested. You know, you don't know about local search. And so if I were to ask you, you know, if you were in a conversation and somebody's like, "Oh, so you know, you do marketing, well, what do you do for the small business and what do you know about Google Maps, what do you know about this or that in local?" a lot of the times you're probably gonna answer back with a little bit of awkward silence. Just simply because you don't have all of that information or it might not be your skill set, or it might not be the place that you focused on for your career.
So there's a problem with that. And it comes down to this. And this is what I see and this is what the problem is. When you hear about local search, you're like this. You're just like, you know, you're not impressed. And you know, this is you but it's not really you, now it's you, okay? That's a little better. So you're not impressed, and the other problem is this. Okay. Sixty percent, 60% of traffic right now of search traffic, and this is based on ClickWise in 2016 is mobile. And out of those, one of three searches deals with local intent. That's a substantial amount of traffic going towards local. And now, it's going even beyond things that you would consider local intent. For instance, on Google IE, when you do a search for just "custom shoes," you get a local pack result.
Now let's take that a step further. If I do this search here, and this is for web designer, okay. This side right here I was logged in on IE but I changed the location so there's no location setting, no Dublin setting, and still get local results just strictly on that for the entire country. But then I set my location, which most people have their location set without them even knowing, to Dublin, and all of a sudden 95% of the page changes organically, and also the local pack changes to a much tighter radius. All of those things I have highlighted there are Dublin companies that did not show up on the exact same phrase, just "web designer," when I did the nationwide search with no location set.
So you start to see that localization's in everything. And everybody needs to understand what's going on because whether you want to or not, you have to start to partake, and learn, and play in the world of local because everything is gonna continue to be localized. And that is my plea to you. This is my big eyes pleading to you to just, you know, focus in and my hope is that this presentation gives you at least enough of a foundation that you can then go on, not have those moments of awkward silence. And also be able to play in the space. So this is your guide to what's happening in local so that you can avoid awkward moments and take advantage of the opportunities.
Now, some it might be like this, you know, it might be like drinking from a fire hose. Has anybody ever tried to drink from a fire hose? Don't. I don't recommend it. So to start out, we're gonna go over what's happened algorithmically, and then the change-wise, visually over the past few years. So starting out here we have the pigeon update. The pigeon update in 2014 tied all organics ranking factor to the local factor. So not only do you have to worry about the local factors, when you're talking about like, Google Maps, local listings showing up. You have to worry about the organic factors as well, and there's on giant algorithm. You can't just focus on what would be considered like a local search algorithm, it was both algorithms combined into one, okay. So that happened then.
Then, shortly after that, you ended up with going from seven map pins to three. So there's much less real estate to show up other than organic local rankings. Then in 2016 around June 26, Google started testing adding ads into the local pack, both on search above the local search box into where AdWords was traditionally with different types. Some of them were lead generation ads, home service ads, there was also another pack like a pack test that was done, but right now, it's basically one local ad and then the normal four ads above that.
After that, we had the possum update. And what the possum update did, was basically shrink the proximity of local search down dramatically. So if you're in Dublin searching, you have a much tighter radius of the results that you're getting. But it also expanded Google's abilities to basically give you wherever you're searching. So let's say you're a mile this way in Dublin, or a mile that way, it's not only giving you the city center results, it's basing it off of your exact proximity. The other thing that Possum did that actually really sucked, especially for companies like ours, is that it made a filter to filter out companies that were sharing the same office space.
So, for instance, let's say you're in a co-working space and there's like two agencies, whichever the dominating or the highest authority agency would show up in basically local search results, the other one would be filtered out completely. Just because they're looking for more diversity. And the volume on that, that knob that they have was turned way up. So we would see things like let's say you were a hotel, and you had a competitor hotel that was next door, one hotel wouldn't show up. You know, just simply because the competitor had higher authority, they were ranking even if you were number two in that market, you would be filtered out. And that was to like a 400 yard, I don't even know how to...sorry, I'm not a meter person, so 400 yard...that was about a 400-yard distance, okay? So that just very, very recently in August they turned that knob down. We called that the Hawk update. And it made it so it moved that to about 50 yards, where the filtering started to take place. So a little better than it was, but we started seeing a lot of companies that were being filtered, be unfiltered. And hopefully the continue that phrase.
So as you see, like the world of local which I got into in about 2009, it's basically just looked like this. You know, over the last eight years it's gotten harder and harder and harder to just a fiery pit of hell. But there's still so many opportunities that are missed and if you can navigate it, you'll be one of the few who can, and you can really pull a lot of traffic and show up on a lot of places that you wouldn't otherwise.
So what does search look like today? You've got four paid ads, you've got your three-pack, and then you have organics. We call these localized organic listings underneath. This is on desktop. On mobile, this is what we're seeing. And I have seen this in Dublin, I haven't seen as much as in the states, but this little ad, as you can see here. It's a very tricky, tricky little thing. And it doesn't look like an ad, and the click-through rates on this, according to a Google rep that I talk to were pretty outstanding. As a matter of fact, he says, on mobile, on a lot of local search things, Google is now pulling over 50% click-through on the ads.
And that was the first I'd heard that. And I don't know if he was supposed to share that, I don't know if you should share that, but he told me that, and he told it to a group of people and I can't tell you his name because he'd probably be fired. I don't know. So anyhow, what we're playing for, organically, is that other 50%. And he also told me another interesting thing. He said, "We consistently see around 30% going to, you know, some of the top organic spot." The top organic spot or in the local pack you know, depending on the search phrase taking place. Okay? So we're talking about this other 50%. I'm not gonna dive too much into ads.
To start out, we have the 2017 Local Search Ranking Factors, and we do this study either every year or every other year. You can look at that. I don't want to dive into the weeds on this. But it's a study that you can read, you can search that and look it up. But I wanna pull out the big things that you can really focus on. So we're gonna talk about the four pillars of local search. Website content, links and shares, local listings, reviews and feedback. These are the areas you really have control over. It's not all of what matters. There's a lot of personalization that plays into the algorithm. And there's now a lot of usability and interaction with the listings that plays in. Click-through rates, we've seen dramatically drive different experiences in the local search pack. And also requests for driving directions, different things like that. But you don't necessarily have control over that unless you're a really good spammer.
Okay. So to start out, we're gonna look at step one, which is "Fix Your Major Listings," and we'll start with Google My Business, okay. So when we talk about major listings or local listings, we're talking about places where you're listing your business name, address and phone number online. Now I know that you have a new zip code system that's rolled out. I was playing with that a little bit as I was looking at things, and it seems that Google's not necessarily tying, and I think it is a couple of [inaudible 00:12:17]. Error code. Error code. All right. So it doesn't seem to tie...I'm not seeing it play into the clusters on local searches much just yet from what I saw. So we'll look at more of the traditional name, address, phone number right now.
You know, the basic concept here is to make sure that your information is added to the local directories correctly. Now does it have to be 100% accurate? No. Google builds a cluster of your business, okay. They build a cluster, and this cluster's basically anything that they can relate back to your business. Let's say they know you have two phone numbers because you use the alternate phone number line on your Google listing. Then, you know, they're gonna pull in that phone number, they're gonna pull in other phone numbers, and they will tie all of this into a cluster that determines the authority of your listing. So a lot of people get caught up in saying, "Hey, we can't have any variance in our address." I just haven't seen that be the case on still creating the cluster. So don't worry about it too much. I'll share with you where you should.
Now at that same point, if you do have such bad data, tons of mixed phone numbers, no consistency, and there's no signals that allow Google to kind of tie the pictures together, this is a good formula for you. That stands for "screwed." Okay. So next, I don't have this for Ireland specifically. It hasn't been built. But this is what the UK looks like, okay. These are all the different directories that basically Google...and this was done back when it was still called Google + Local. So there you go. But this shows the relationships that Google was pulling the information from. I did find this little snippet that I found really interesting like deep in the documents of their, you know, legal stuff that they have to share in Google Documents. And it said, that specifically for Ireland, the centralindex.com was a partner. So to me, much like in the United States, we have InfoUSA. Like if I get my data right there, then I'm pretty good. That's where I wanna make sure my business data is right, and it'll filter through and basically travel to the places that matter the most. I would consider this that for Ireland. Central Index. Okay.
So BrightLocal did put together a list of different local search directories for Ireland. And so I wanted to list of that here. This is a good list. I think there's a fairly substantial amount of directories on there that you can look through and determine if they're relevant for your business. Next, Google My Business. You can reach it here, they came out with apps. The apps are really great for managing like single location things. Not so good for like thousands of locations. I'm gonna look at this from more of a single location standpoint, the biggest difference when you're managing a lot, is that you're doing it through a spreadsheet instead of this user interface, most of the time.
Okay. So when you fill out a Google listing, just do everything. You want to have as much information as possible, don't hold back. Your hours have to be accurate. If you're only there part-time, don't fill it out as if you're there longer. You know, and we see that a lot with like half-virtual spaces where you might only be there certain hours but if you list that you're there 24 hours or something like that, they do some spot checks. I don't know if they do it in Ireland, but on those spot checks that they call and you're not there, then sometimes they'll either adjust or close the listing, okay.
Next I see a lot of people miss this, and it's a great opportunity to pull data, and that is to use the URL Builder, the Google URL Builder to create your business URL you're using on your listing so that you can actually pull all the data from the click-through, basically anybody clicking on that listing and going to your website. You can see that data separately, so it just doesn't tie in as straight organic traffic and you can separate your local pack data. The other place that I see most mistakes is in categorization of businesses. You have five category choices that you can play with. Sometimes it's gone up to 10. But the key here is that you have to just choose relevant categories, and it's okay to choose more than one. The best thing to do is look at the competitors in your market and what combinations of categories they have to rank. And in certain things... I do a ton of work in law, and I know that's not relevant here, because I think there's a lot of marketing rules for lawyers, but in law, like if you are an estate attorney, and you don't have some of the other associated categories with that, and you just have estate attorney, you don't have as good of a chance of ranking. And you'll see that across different industries, right?
It's the same for SEOs, actually. If you don't have... There's like an internet marketing service category and then like web designer. And it's like if you don't have the combination of these different things, then it doesn't necessarily work as well. So look at what your competitors have.
Image-wise. This first image that you put in, they call it your identity photo, or your profile photo, Google, if it doesn't like the photo will switch it out with something else, and it's usually a crappy one. So good rule of thumb is either a person, like if it's a company representing a person, or you know, you're selling service, you can have people or it has to be inside or outside your building. If you put your logo there, they'll switch it out.
Fill out all of the photos in all of the categories, they do inside, exterior, they do like, staff pictures, everything. They want as much of that as possible. And we've seen that those photos actually get more views and more play than sometimes the rest of your listing when it comes to click-throughs. And you can see that data which I'll talk about later. So one thing to keep in mind. So here's a guy, you know, good photo, right? You can see it's like, okay, that looks good. When I search for his brand I see who he is, but depending on which device you're on, and searching on, you know, this is what I see when I click on the listing. And I'm not finding on hiring his neck. So it's like go through, when you do have your photos on, check to see how it looks when you're actually clicking through both on mobile and you know, a desktop to make sure that the image actually works.
So, there's two new features that have came out in Google My Business that I think are really fantastic. One's called Google Posts and the other one is Google Chat. Chat, this is going to be their attempt at getting into the chat bot space for local businesses. And I do not know if this is rolled out in Ireland. It's been fairly limited in America still. And even though they say it's rolled out to most, I haven't seen that be the case. And so on the chat side, you can directly communicate front search results with customers and they do that through the Google Allo program, if you're familiar with that. So it's limited right now but I see this growing dramatically over time and having a lot more customizations that you can do with it.
Now Posts is very interesting. On a search result, especially brand search results, this is what a Post looks like. It actually shows up. You have control over something that instantly shows up in a search result. Now even if you're not a local company but you filled out a business listing, this still shows up. You know, you have that real estate that you can play with. And you can do fun things with it. For instance, you can highlight reviews and make like a spotlight review with an image of the person right in search results. You know, you can give away things and you can have like little "learn more" buttons that can take 'em to wherever. Okay. So very interesting things that we're seeing with Google Posts. I would take advantage of it. Does it affect rankings? No. We've been playing with that to see if the content written within Google Posts really helps push a ranking and we haven't seen that to be the case.
Okay, next. Some of the most interesting data you can get that's off your website comes from Google My Business. For instance, how customers search for your business, Google gives you the...ooh sorry...Google gives you the breakdown of how many searches are brand versus non-branded search. Now this isn't people who come to your website, it's people who are clicking and playing with your listing in any way. So it's data before they actually get to your site which is really cool. So they go even further, and they break that down to show how many people go to your website, and how many people just go straight and request driving directions, how many calls you get.
Now this is where this gets very, very interesting for us, is we are starting to find that some businesses are pulling more phone calls without customers ever getting to their website than, you know, ever before. And basically, they're just coming directly to the Google My Business listing and all of their interaction with the business is there so that they can basically complete the purchase from the search result. And this will continue to be the case.
On mobile especially, because it's two clicks to get to your website. You have to click on the listing, and then click on the website symbol. But that listing has all the information needed, so they're really trying to control that, but a lot of companies are missing this data. So we'll have some clients saying, "You know, we're seeing calls dropping dramatically on our website." And it's like, well no, actually you're just getting them before they ever get to your website. So you have to pull this data into your reporting. You can do that at scale through just an export on the back end of Google My Business, but they also have made that data available via API, which is very nice.
Okay, the next thing, and this is one of the bigger things we're dealing with right now, and that's just straight up spam in Google Maps. And it works. It's sad, but it does. So especially spamming business titles. The rule on this is that you should only have your name. So this is, you know, a local plumber. Now, I went in and I edited this list just to see what would happen. It was the number one ranking plumber in Dublin, if anybody works for him here, I'm very sorry, I've just ruined your career. And all I did was took out the keywords that he stuffed in his business title and his listing dropped out of the first position to like position eight. I mean it was simply that. Like he had the foundational things in place, everybody had the foundational things in place, but business title spam was helping him. Okay. Now that's insane. Like, it shouldn't even be a ranking factor, and we've been arguing with people at Google with this forever. And they will not change it, at least as of right now, and they're not enforcing much with it. And so right now, the enforcement is largely the SEO world that's going in and either spamming to help their clients, or people unspamming it and fixing it so that their clients show up. So it's a very, I'm not gonna tell you what to do, but I am gonna tell you, if you can fight it, you can spam, but bottom line it's something that's currently working. And in Ireland, I couldn't believe the amount of spam I was seeing as I searched around Dublin with exact match companies, that were basically just stuffing keywords into their title. So definitely a place to look into. If you're having issues on anything in Google, these are the places that you can contact and directly talk with somebody who can actually help you. They're fairly accessible. This is a brand-new system that they rolled out very recently, so that's probably the one I'd go to. Before, the best way to talk to Google was through Facebook or Twitter which is crazy. So there you go. Okay.
Step Two. Make reviews part of your customer experience. Okay. We did a big study in the United States across like 50 of the major cities, and we found that the average small business had 30 reviews. It was across multiple categories and so we looked at that. I have not pulled data for Ireland, it's a really hard project to do. So anyhow, my guess from just like my basic looking, was that you're probably half this if not more than half under. And so it creates a really big opportunity for anybody to get their review game on and do very, very well. So some data to go with this. Ninety-two percent of people read reviews before choosing a company. We did some studies with our clients and we a have a fairly large list of clients and so we just wanted to talk to 'em to find out what their struggle points were. Eighty-three percent of our clients said that they were just too busy to effectively create a review process, you know. But they wanted help with that, they wanted something. We asked them where they want to get their reviews, you know, for their customers. And everybody you know, when we averaged the data across, Google came in number one, industry specific websites that did reviews was number two, Yelp is number three, Facebook is number four.
We've done some studies, I did it in conjunction with Mike Blumenthal, that showed that the data and the sentiment on Yelp reviews and how they categorize you on Yelp, plays into your Google rankings quite heavily. And I use a lot of their "best of" lists for prominence as well. And it's basically...I don't think it's just because it's Yelp, it's because those sites are just...the Yelp site is extremely high authority and the way they organize their data and push authority to a local business profile, is a really strong page that gives Google basically authority guidance. So anyhow, Facebook, though they're not doing that with Facebook, Facebook has moved up faster in the review game in local search than any other company including... It seems like the ability for Facebook to gather reviews is in excess of Google. They're actually passing in the amount of reviews that they're getting simply because people already have profiles billed out, and it's much easier to leave a review on Facebook. So I'll be interested to see how this plays out over time.
Seventy-eight percent of our clients only wanted to get reviews if they were five stars. And I think this stands for, you know, most companies. But this is really wrong. In some studies that we've seen and BrightLocal's out of the UK, they found that, you know, between four and five was great, if you're under three stars, you're losing tons and tons of business from people. Doesn't matter if you're in first position or whatever. Other studies I've seen have showed that between 4.2 to 4.5 is where you actually want to land as a company on your reviews. If you're at five, and average of five stars, everybody just thinks you're a spammer. And so like, there's no such thing as a true five-star business. So there's gotta be a little fallacy in there or it's unbelievable. So 4.2 to 4.5.
There's a great platform, so great that I actually bought part of the company, GetFiveStars. And here's the process or why I think this is a great thing to work into a business. Let's start with the story. We wanted to test their platform at first, and so we just sent out, you know, this was like blind, we sent out all these requests. And we got some feedback, but we got zero online reviews from it. And we were like, well, that's kinda weird. And so then we talked to some of our clients that were using you know, this tool or similar, and they were killing it. And these were law firms. Like law firms I mean, it's like people were leaving reviews like, "Yeah, this is my third drunk driving arrest, my lawyer was great, you know, I didn't even spend time in jail." I mean I couldn't believe what they were pulling out of this. And so, ultimately, what we looked at I mean, 100 reviews here, you know, it's like 49, 25, 23, tons and tons of reviews. Well, anyhow, as we looked at this, we came to find that they did one thing that was extremely important. And that was that they personally reached out everyone and asked them. That was it. They personally reached out and then they sent them through the process of like, GetFiveStars or another platform. You know, and simply doing that increased the conversion rate dramatically.
So the process with GetFiveStars is this. You ask 'em net promoter score initially. And that is would you recommend this business or not you know, to friends or colleagues. So depending on their score, you get two different experiences. The first experience if it's a high score, is "Oh great, well go leave us a review online." You know, and then you can list out the different places. We've also found, that listing more than one place actually has higher conversion rates. If you only list one, if you're trying to push reviews to one site, you'll actually have a lower conversion rate than giving options. Okay.
If they choose something low, let's say zero to seven on that scale on the net promoter scale instead of sending them online to leave a review, they get a review box. And guess what? This doesn't go online, it goes directly to the business owner to try to fix the problem before that information ends up online. So very, very good process. Okay.
Step three. Get your website in order. The biggest thing that I see as, you know, a large mistake, for larger companies that have multiple locations, is they don't set up their city pages correctly. They don't build out their city page silo. In their navigation, it's not crawlable, and they don't build out really solid, local landing pages. Now, if you have multiple locations in a single city, this is basically what I would do for Ireland. I wouldn't worry about putting a county in here, I haven't seen too much county search take place when I was researching what I could. So I would just go straight to a city page and then potentially a neighbor page. Most of you would probably just need this. If you're a single location, home page should be what you focus on for optimizing for the location.
We gathered a ton of data in the states across those 50 cities and we put together a guide to what all a local landing page needs. Okay. I'm not gonna go through this, I'll just give you access to it so that you can read through it, determine what's best for your business, but it's just a ton of points, a ton of things that we found. And this is across the top-ranking, you know, local landing pages that we found all across the country. And so you can find that here at that link. You don't have to opt-in or anything, it's freely available.
And then the other thing that we've done that's been really fun is this was an interesting project. For a long time, I really wanted to take service content or product content. So let's say, you're a local company and you have like five different products, all related, but somewhat different. We would try to build out, you know, one location and then five pages below that location. And we'd scale and then sometimes that ended up being thousands and thousands of pages across a multi-location company. We started, instead of doing that, to try to create kind of like a master local page and tie in as much information into that as possible.
So in this case, you know, for a lawyer we did, instead of like a car accident page, we tied in things that related to that all into one page. And all of a sudden, by doing that, and focusing on making a really, really killer single page, rankings shot up across all of those terms that we were tracking for that page. So I'm not saying this works every time, but it's something to play with if you don't feel like you're getting the reach you want with those local pages. Okay.
Step four. Getting local links, industry links and a lot of them. So there's some interesting studies to look at. Okay. Moz' Correlation Study, what came out from that? Links still matter as much as they ever did. Okay. AHREF Study. What came from that? Exact match links still matter more than everybody is saying. What came out from the Backlinko study? You know, referring domains, still the number one factor as they're looking at things. Like we keep talking about, you know, downplaying links, but bottom line, like they've worked just as good as basically they ever have, it just depends on how you're doing it.
There's a big problem, especially in local space. Do you want to know where link building fell on the list of requested services? Way down, way down the list. All right. And it's because clients, like the people we represent, and we try to help, they don't know. They've heard...they're so scared of links and they're not being educated enough that they just don't know.
Next. Where were people spending their time? Yet again, links. Way down the list. And what was one of the things that people wanted to spend more time on? Outside of new business development, i.e. making more money, you know, link building was where people wanted to spend more time. And so like, I think as an industry, especially people in local search, like we've gotten really lazy and scared because of Penguin, because of other things. But really, it still matters, great. You know, it's a huge deal.
So, if you're a big company, what can you do? Well, if you're like Amazon, you can build a, you know, link network in your footer and this has been there for years, and all of their companies do great because on every page of Amazon, if you're owned by Amazon, well you have every single page linking to you. And you can get away with that because Google doesn't want to get anti-trust violations by basically hammering Amazon, you know, and we've seen this with other big companies. When we do outreach, people care. And you know, this is an example of one that we do and it's like we send out a...one thing it's like, "Hey, can you do this?" And then we send up a follow up, and they're like, "Oh yeah, sure, sure you're big, we care about you."
Well, what if you're a smallish business? You know, this is what people look at you like, they're like, you know, you're not worth my time. So what can you do? Spend some time on another presentation and big piece of content I did about local search content and marketing, and you can find that at this bit.ly link, bit.ly/localawesome. It was a presentation at MozCon Local a couple of years back. The information's still extremely relevant, it links to a blog post where I outlined it all as well.
So this is a good... This is like the foundational process you have to take, okay? But then beyond that, what are the specific ideas for then capturing different links? We created a list, and it's a monster list, especially for local search of link-building opportunities. So you can go through, it's organized by the time it takes, the cost, everything else, and determine what would work best for you and your needs on a local search basis.
So, you know, just looking over everything, this is the steps, you know. Step one, get your local listings in order. Step two, you know, make reviews part of your customer experience. Step three, fix your website. Fix your local landing pages, ensure that it's searchable, it's indexable, it's easy for people to get to, and ensure that those local pages are really built out. Step four, don't be afraid of links. You've got to do it, in local it's a driving factor. And then, of course, step five, rinse and repeat. Thank you.