The Following Slide Presentation
is Adapted From a Recent
Local Search Webinar. (Sept. 2013)
 Why attention to Local Sear...
Section 1
So why Citations?!(Citations are mentions of one or more parts of your businesses NAP
NAP = Name, Address & Phon...
Data drives internet & mobile
 All local sites & services need data
 Location Based Services & apps
need a data layer
 ...
Mobile driving growth in local searches
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Mobile Desktop
BIA/Kelsey Loca...
169,000,000,000
„LOCAL‟ SEARCHES IN 2015
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
(169 Billi...
Citations remain ‘the key’ factor in local search
2008
From Quantity
2009 2010 2011 2012 2013
To Quality
#6 ‘Validation
wi...
Expert Citation Survey 2013
 17 local search experts
11 questions
Key & common questions
 A big thank you to…
Expert Citation Survey - Panelists
Mike Blumenthal
Andrew Shotland
Nyagoslav Zhekov
David Moceri
Mike Ramsey
Phil Ro...
How important are accurate Citations to
local search ranking?
69%
19%
12% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Critical V...
Are Citations getting more or less important
to local search ranking?
44%
50%
6%
0%
10%
20%
30%
40%
50%
60%
More Important...
What is more important - quantity or quality
of Citations?
63%
19% 18%
0%
10%
20%
30%
40%
50%
60%
70%
Quality Quantity Sam...
Which type of sites are most valuable for
Citations?
19%
31%
25% 25%
0%
5%
10%
15%
20%
25%
30%
35%
Local Dir National Dir ...
Is it more important to update existing wrong
citations or build new citations?
38%
6%
56%
0%
10%
20%
30%
40%
50%
60%
Exis...
How important is it to merge or delete
duplicate citations?
31%
19%
38%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Essential Ve...
Do you think it's best to build citations
quickly or steadily over time?
53%
27%
13%
7%
0%
10%
20%
30%
40%
50%
60%
Build s...
“We know building citations quickly for new
sites is essential; but equally, citation building is
an ongoing steady proces...
Does address formatting need to be 100%
perfect? (or do small differences not matter? )
31%
50%
19%
0%
10%
20%
30%
40%
50%...
“As far as address formatting goes, different sites
tend to use different standards of abbreviation. This
forces sites lik...
How important is 'richness' of citations?
(I.E. adding 'description', 'photos', 'opening hours‟ etc…)
56%
31%
13%
0%
10%
2...
How important is it to use different
descriptions across different sites?
30%
26%
17%
3% 4% 4% 4%
0%
5%
10%
15%
20%
25%
30...
Only 40% say it‟s important to do….
30%
26%
17%
3% 4% 4% 4%
0%
5%
10%
15%
20%
25%
30%
35%
Not important
now but may
be in ...
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Inside local--local-search-importance-sept2013

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  • And it’s not like desktop is in decline. It’s just that mobile penetration, improved technology, smartphone adoption and the experience of using search & applications on these devices is so much better now and is so much more convenient than that clunky old desktop.What’s even more significant for us is that user behavior on mobile devices is different and more local in nature than desktop search. It’s not that we’re all wondering around the streets permanently searching for the nearest taxidermist. No many people use their devices in the home as a direct replacement for the laptop. But the quantity of searches with local intent goes up on mobile
  • Wow! So that’s one hell of an opportunity!! 6.5bn local searches.Now if that doesn’t convince your clients that investing in mobile now, getting an optimized site and getting their data into all relevant mobile data providers then surely nothing will.
  • Inside local--local-search-importance-sept2013

    1. 1. The Following Slide Presentation is Adapted From a Recent Local Search Webinar. (Sept. 2013)  Why attention to Local Search is important to SMB’s  Data to support claims  Expert opinions regarding data and trends Contents:
    2. 2. Section 1 So why Citations?!(Citations are mentions of one or more parts of your businesses NAP NAP = Name, Address & Phone Number) ‘Enhanced Listings for Local Search Greatness’ Myles Anderson Local Search Expert
    3. 3. Data drives internet & mobile  All local sites & services need data  Location Based Services & apps need a data layer  Same data sources feed into web & mobile  More data sources & outlets than ever before  More local searches than ever before
    4. 4. Mobile driving growth in local searches 0 20 40 60 80 100 120 2011 2012 2013 2014 2015 2016 Mobile Desktop BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012 Scale = billion searches/year
    5. 5. 169,000,000,000 „LOCAL‟ SEARCHES IN 2015 BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012 (169 Billion searchesprojectedworldwide)
    6. 6. Citations remain ‘the key’ factor in local search 2008 From Quantity 2009 2010 2011 2012 2013 To Quality #6 ‘Validation with third- party providers’ #2 ‘Citations from Major Data Providers’ #4 Volume of structured Citations #7 Quality of structured Citations from #10 Quality of unstructured citations #11 Volume of unstructured citations #4 Volume of structured Citations #5 Volume of unstructured Citations #5 Quantity of Structured Citations #8 Quality & Authority of Structured Citations #3 Consistency of Structured Citations #4 Quality & Authority of Structured Citations #6 Quantity of Structured Citations #14, 16, 25, 39 Source: Local Search Ranking Factors Study – 2008-2013
    7. 7. Expert Citation Survey 2013  17 local search experts 11 questions Key & common questions  A big thank you to…
    8. 8. Expert Citation Survey - Panelists Mike Blumenthal Andrew Shotland Nyagoslav Zhekov David Moceri Mike Ramsey Phil Rozek  Laura Betterley Casey Meraz Susan Hallam Mike Bellasco Matthew Hunt Brian Coryat Damian Rollinson Don Campbell Jon Keel Phil Britton Myles Anderson
    9. 9. How important are accurate Citations to local search ranking? 69% 19% 12% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Critical Very Important Quite Important Not Important
    10. 10. Are Citations getting more or less important to local search ranking? 44% 50% 6% 0% 10% 20% 30% 40% 50% 60% More Important The Same Less Important
    11. 11. What is more important - quantity or quality of Citations? 63% 19% 18% 0% 10% 20% 30% 40% 50% 60% 70% Quality Quantity Same Importance
    12. 12. Which type of sites are most valuable for Citations? 19% 31% 25% 25% 0% 5% 10% 15% 20% 25% 30% 35% Local Dir National Dir Niche/Industry All the same
    13. 13. Is it more important to update existing wrong citations or build new citations? 38% 6% 56% 0% 10% 20% 30% 40% 50% 60% Existing New Mix of both
    14. 14. How important is it to merge or delete duplicate citations? 31% 19% 38% 13% 0% 5% 10% 15% 20% 25% 30% 35% 40% Essential Very Important Quite Important Not Very Important
    15. 15. Do you think it's best to build citations quickly or steadily over time? 53% 27% 13% 7% 0% 10% 20% 30% 40% 50% 60% Build steadily (3-6 months) Depends on quantity of existing Build quickly (1-2 months) Build as many as you can now!
    16. 16. “We know building citations quickly for new sites is essential; but equally, citation building is an ongoing steady process, not a one hit wonder. A steady approach always wins with Google! ” Susan Hallam “Citation building should be an on-going process and never end.” Mike Blumenthal
    17. 17. Does address formatting need to be 100% perfect? (or do small differences not matter? ) 31% 50% 19% 0% 10% 20% 30% 40% 50% 60% 100% Perfect Important but not critical Formatting not an issue
    18. 18. “As far as address formatting goes, different sites tend to use different standards of abbreviation. This forces sites like Google to use they're own standardized matching algorithms to yield better, more unified results. …Moral of the story is, don't intentionally alternate between Road and Rd, but don't stress over it if it happens..” Phil Britten
    19. 19. How important is 'richness' of citations? (I.E. adding 'description', 'photos', 'opening hours‟ etc…) 56% 31% 13% 0% 10% 20% 30% 40% 50% 60% Very Important Quite Important Not Important
    20. 20. How important is it to use different descriptions across different sites? 30% 26% 17% 3% 4% 4% 4% 0% 5% 10% 15% 20% 25% 30% 35% Not important now but may be in future Important to do on high value directories Not important & time consuming Useful to help citations rank higher Important to avoid dupe content penalties Important because some sites check for unique content Don't bother!
    21. 21. Only 40% say it‟s important to do…. 30% 26% 17% 3% 4% 4% 4% 0% 5% 10% 15% 20% 25% 30% 35% Not important now but may be in future Important to do on high value directories Not important & time consuming Useful to help citations rank higher Important to avoid dupe content penalties Important because some sites check for unique content Don't bother!
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