Are Categories The Heroes They Are Made Out to Be? #BluMihmShaw

By August 23, 2013Data/Research

It should come as no surprise that your category choices in your local listing say a lot of about who you are. More importantly, as a top local ranking factor, they tell Google where they should place you. With that said, where are they hiding? Why is it that when I look at any given listing, many that I am sure are taking full advantage of the 5+ categories, Google only displays 1, or sometimes 2? Does this mean that those other categories you so carefully chose are not contributing to your businesses story? Or does it matter less what appears on the front end (what everyone sees) vs. what is found on the back end (in Google Places dashboard)? I tend to believe the latter. If you believe the former, have you tried contacting Google, and asking them to properly display your category choices? Did it help?

Though I have yet to attract the attention of two of our titled local SEO busy bees, Phil Rozek of Local Visibility System expressed some interest in BluMihmShaw Day, and has given us this month’s topic. You guessed it, categories. Even though I always recognized that proper category choice will make or break your local campaign, never once did I think to hold a microscope to this meat and potato ranking factor. Shame! And so I have, and am. Starting with a couple interesting observations that I haven’t yet sorted out:

listing front 1

Here we have your typical listing, not merged, and showing two cats. Pretty standard stuff right?

listing back 1

Not. I pull up the source, search “category” (no avail) and then “categories” and find three cats. Where did the third run off to? Why doesn’t it appear like the other two? Could it be that there just wasn’t enough room? Hm….

listing back 2

Next up, this is a client listing source code, one of which I know I uses 5 categories, and 1 shows up. Not even one I chose for that matter. Though, not a mystery, this may have been scraped off a directory or some such thing. What did strike me as strange though, is if you compare the two source code examples, you will notice differences in the coding. Both unmerged, neither appearing to be any different than the other, aesthetically at least. If I had to guess, I would say one uses the new dashboard, and the other the old. Maybe.

So what do these categories, those that show up on the visible part of a listing tell us? Do how many show up make any difference rankings wise? Could you believe that in some of our preliminary scraping results we saw as many as 5 or 6 appearing? We are going to dredge on and see if we can’t get these categories to tell us something. My thinking is that first we scrape 100k+ pages worth of categories, take a long hard look at the results, and see if any interesting patterns can be found. Next, I am curious if page 1 listings have more cats showing that those of page 3. Sure, this may just suggest that those on page 1 are promoting themselves more heavily, and as a result of such, more cats show up. But it also might suggest, if you can find a way to get more cats to show up, then maybe you will rank better? Stretch maybe. Finally, I want to compare the cats we dig up to those that Google gives us stock and see what percentage of those that show Google’s. How many are custom? Or perhaps scraped from other properties?

What do you think? Will I find anything valuable? Or is this just another flimsy look into something that can’t possibly explained. Let Phil and I know below.

[UPDATE] Protip from Thor, aka Darren Shaw, “The G+ page doesn’t show you all the categories BUT click the report a problem link and it will shoot you over to Map Maker where the full glory of their categories will be revealed.” A tip he picked up from Iron Man, aka the professor, aka Mike Blumenthal. HUGE! And will prove valuable in how we go about scraping the data. I imagine now we will add another column to the research, and will look at Map Maker as well. Thank you both!

Nathan Prescott

Author Nathan Prescott

Technologist, Search Experience Optimizer, Internet Marketer and Conversion Ninja with experience in Finance, Consulting and Media Buying.

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