Joy Hawkins
AMA 問答

I think everyone has lots of opportunities with AI. What I think is different about local SEO is that we're not seeing a huge shift away from local searches on Google. We track leads for all our clients and I have yet to see a report where external LLMs are bringing in more than 2% of their total leads. The other 98% is coming from Google. So I think Google will continue to have a monopoly on local search because of Google Maps. That product and all the years of user generated content they have is very hard to compete with.

我認為每個人在 AI 上都有很多機會。我覺得本地 SEO 不同的地方在於，我們並沒有看到本地搜尋大幅從 Google 轉移出去。我們為所有客戶追蹤名單（leads），我還沒看過任何一份報告顯示外部 LLM 帶來的名單超過總數的 2%，其餘 98% 都來自 Google。所以我認為 Google 會因為 Google 地圖而繼續壟斷本地搜尋。那個產品，加上他們多年累積的使用者生成內容，是很難與之競爭的。

Yeah, I have also seen these pages getting some traffic from LLMs, it's just really low volume.

對，我也看過這些頁面從 LLM 拿到一些流量，只是量真的很低。

It's definitely changed. There is a lot of overlap but we are used to optimizing for 2 different algorithms (3-pack + organic) and now we have a third (AI Overviews). So now when we do testing we're trying to measure the impact on all 3. There is definitely a lot of overlap but I have found lots of things move the needle in organic that doesn't in the local pack (and vice versa) and that's true for AI as well. So I think it makes the job more complicated but I honestly think that's good for SEOs because it's job security.

確實改變了。有很多重疊，但我們過去習慣針對 2 種不同的演算法（三項地圖版位加自然排名）優化，現在多了第三種（AI Overviews）。所以現在做測試時，我們會試著衡量對這三者的影響。重疊的確很多，但我發現很多事會推動自然排名、卻對本地三項沒用（反之亦然），AI 也是如此。所以我認為這讓工作變得更複雜，但我老實說覺得這對 SEO 是好事，因為這是工作保障。

Definitely. Every time we run tests now we try to measure the impact it had to organic, local pack rankings, and AI. I don't think I've found one yet that ONLY impacted AI and not one of the other 2.

絕對有。我們現在每次做測試，都會試著衡量它對自然排名、本地三項排名和 AI 的影響。我還沒找到一個「只」影響 AI、而不影響另外兩者之一的做法。

Currently (and this has changed in the last 6 months) I would have to say winning awards.

目前（這是過去 6 個月才改變的）我得說是「贏得獎項」。

Absolutely. Just like anything - you can learn it yourself on YouTube etc but once businesses get to a bigger size I honestly think it's better for the founder to focus on the actual business and get someone else to do the marketing. Kind of like my husband might attempt a small project in our house himself but we leave the large stuff for the contractors. We publish a ton of tips regularly on how to do better with SEO on our YouTube channel: https://www.youtube.com/@SterlingSkyInc/videos

當然可以。就像任何事一樣，你可以在 YouTube 等地方自學，但一旦商家規模變大，我老實說認為創辦人更適合專注在實際的業務上，把行銷交給別人。就像我先生可能自己嘗試做家裡的小工程，但大的我們會交給承包商。我們的 YouTube 頻道定期發布大量如何把 SEO 做得更好的技巧：https://www.youtube.com/@SterlingSkyInc/videos

I have not. Running an event is a lot of work - what makes you say it's low-hanging-fruit?

我沒有。辦活動是很大的工程。你為什麼說它是低垂果實？

You want to be on as many award sites or best lists as possible. It's fairly easy to know which ones matter because Google actually lists all the citations in AI Overviews. You can search for your competitors brands and get lists there as well.

你要出現在盡可能多的獎項網站或「最佳」名單上。要知道哪些重要其實滿容易的，因為 Google 會列出 AI Overviews 的所有引用來源。你也可以搜尋你競爭對手的品牌，從那裡找到名單。

The website is usually the #1 source we see for AI on Google. So make sure however you refer to yourself on your website is identical to how you list yourself on the GBP.

網站通常是我們看到的、AI 在 Google 上引用的第一來源。所以要確保你在網站上稱呼自己的方式，和你在 GBP 上登記的方式完全相同。

The website almost always wins. It's the best way to control the narrative of what AI says.

網站幾乎總是勝出。這是控制 AI 怎麼說你的最好方式。

You absolutely want to make sure each of your locations has a dedicated page on your website. My favorite URL structure is flat (no folders).

你絕對要確保你的每個據點在網站上都有一個專屬頁面。我最喜歡的網址結構是扁平式（沒有資料夾）。

Mainly organic. I've only seen it impact local when there is no competition in that adjacent town.

主要是自然排名。我只在鄰近城鎮沒有競爭時，才看過它影響本地排名。

Get a second office. It's one of the best investments you can make in local SEO and the space you get doesn't have to be huge or insanely expensive.

開第二個辦公室。這是你在本地 SEO 上能做的最好投資之一，而且你取得的空間不需要很大，也不需要貴得離譜。

These do still work for some businesses but if you are looking at a SERP that is full of them and you're the last one to create one, it's unlikely you'll see it ranking because there is nothing really new or different your page is offering than what is already there.

這些對部分商家仍然有效，但如果你看的 SERP 已經滿是這類頁面，而你是最後一個才做的，你就不太可能看到它排名，因為你的頁面沒有提供什麼比現有內容更新或不同的東西。

I don't trust any of the trackers. I've tried several. The only thing I track right now is traffic and leads from LLMs. For Google, I am starting to look at the report in GSC that they have but it's definitely hard to action on since it doesn't have clicks.

我不相信任何追蹤工具，我試過好幾個。我現在唯一追蹤的是來自 LLM 的流量與名單。對 Google 的部分，我開始看 GSC 裡他們提供的那份報告，但它沒有點擊數，所以很難據以行動。

Currently we only track leads and traffic because it's the only data I fully trust. How much traffic Google's AI is bringing in is a bit of a black box since they don't break it down in GSC but based on the increase in AI features we're seeing in the last 6 months on Google, I would assume that number is growing.

目前我們只追蹤名單與流量，因為這是我完全信任的唯一資料。Google 的 AI 帶來多少流量有點像黑箱，因為他們在 GSC 裡沒有拆開，但依據過去 6 個月我們在 Google 上看到的 AI 功能增加，我會假設這個數字在成長。

Here is an example of what we track:

這是我們追蹤項目的一個例子：

Just traffic and leads. I don't trust any other metric.

就是流量和名單。我不相信其他任何指標。

The fields that impact ranking are the business name, categories, website field, attributes, and hours of operation. Services also have a small impact.

會影響排名的欄位是商家名稱、類別、網站欄位、屬性和營業時間。服務（services）也有小幅影響。

You mean reviews? Can you give me an example?

你是指評論嗎？可以給我一個例子嗎？

Google's process for removing negative reviews is the following:

Google 移除負評的流程如下：

You first have to flag it here and wait three days.  After 3 days, if your request to remove it gets denied, you can go back to that link and there should be a button to appeal the decision if you have proof that it violates their guidelines.

你要先在這裡檢舉，然後等三天。三天後，如果你的移除請求被拒絕，你可以回到那個連結，如果你有證據證明它違反他們的規範，應該會有一個按鈕可以對決定提出申訴。

If you've already done that and it didn't work, you can get a second look by posting on the GBP community. You'll need to list the case ID for your claim and also the link to the review.

如果你已經做過了但沒用，你可以到 GBP 社群貼文，要求第二次審查。你需要列出你這個案件的案件編號，以及評論的連結。

I don't think it would be good enough if I didn't have David + James there representing as well.

如果沒有 David 和 James 也在那裡一起代表，我覺得就不夠好。