HOW TO
MAXIMIZE
CITATIONS FOR
LOCAL SEARCH
DOMINANCE
#
David Mihm
MOZ
@davidmihm
#SMX #21D
October 2, 2013
#
1. Where Citations Fit on Your Roadmap
2. Before You Start…
3. Competitive Citation Research
4. Identifying & Earning Nich...
Where Citations Fit on Your
Roadmap
What Are Citations?
Why Are They Important?
How Important Are They?
NAP – Name, Address,
Phone number
+W (Website)
What Are Citations?
Citation Examples
Slide Courtesy of Mike Blumenthal
v
Barbara Oliver & Co Jewelry was
great helping me find an
engagement ...
Citation Examples
Slide Courtesy of Mike Blumenthal
v
Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 -
William...
Citation Examples
Slide Courtesy of Mike Blumenthal
Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 -
Williamsv...
Why Are Citations Important?
http://moz.com/blog/evolution-of-the-local-
algorithm-whiteboard-friday
Why Are Citations Important?
BRAND
WEBSITE LOCATION
Store Locator,
Site Architecture
Google Plus
Authorship, Publisher
CIT...
Why Are Citations Important?
Why Are Citations Important?
Why Are Citations Important?
How Important Are Citations?
Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
How Important Are Citations?
Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
Citation-rela...
How Important Are Citations?
Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
Before You Start…
Establishing Your Canonical Location(s)
External Citation Criteria
Establishing Your Canonical Location(s): Store Locators
Good Store Locator: NewSeasonsMarket.com
Establishing Your Canonical Location(s): Location Pages
Establishing Your Canonical Location(s): KML Files
GeoSitemapGenerator.com
Yourdomain.com/locations.kml
Baseline External Citations
Baseline External Citations
Baseline External Citations
Baseline External Citations
Baseline External Citations
Infogroup (expressupdateusa.com)
Localeze (neustarlocaleze.biz)
Acxiom (mybusinesslistingmanager.com)
Factual (factual.com...
Bing Places
Yahoo! Local
(Local newspaper online directory)
(Local radio station online directory)
(Local TV station onlin...
External Citation Criteria
CONSISTENCY
- Authority
- Vertically-relevant
- Geographically-relevant
- External Title Tags &...
Citation Audit: GetListed.org
Now with Acxiom
and Factual!
Competitive Citation
Research
Be Where Your Competitors Are
Be Where Google Expects Companies Like Yours to Be
Be Where Your Competitors Are
Be Where Your Competitors Are
Be Where Your Competitors Are
Be Where Your Competitors Are: Special Cases
Be Where Your Competitors Are: Special Cases
Be Where Your Competitors Are: Special Cases
Be Where Your Competitors Are: Special Cases
Be Where Google Expects Companies Like Yours to Be
Be Where Google Expects Companies Like Yours to Be
Be Where Google Expects Companies Like Yours to Be
Be Where Google Expects Companies Like Yours to Be
Highly trusted
industry / local sources
https://www.google.com/#q=sport...
Be Where Google Expects Companies Like Yours to Be
Analyze representative market geographies
and sizes
(Or just top 30 mar...
Be Where Google Expects Companies Like Yours to Be
Be Where Google Expects Companies Like Yours to Be
https://getlisted.org/static/resources/local-citations-by-city.html
Be Where Google Expects Companies Like Yours to Be
https://getlisted.org/static/resources/local-citations-by-category.html
Identifying & Earning
Niche Citations
Competitive Overlap
“Easy” But Under-utilized
Niche Citations
CAN be the
differentiating factor
(especially for SMB’s)
Niche Citations: MozBar / Whitespark Analysis
Niche Citations: Use a Custom Search Engine
Niche Citations: Use a Custom Search Engine
Niche Citations: Use a Custom Search Engine
Niche Citations: Use a Custom Search Engine
“Easy” But Under-utilized: Business Registrations
http://egov.sos.state.or.us/br/pkg_web_name_srch_inq.show_detl?p_b
e_rsn...
“Easy” But Under-utilized: Schools
“Easy” But Under-utilized: Promoting Classes
“Easy” But Under-utilized: Hosting Events
“Easy” But Under-utilized: Hosting Events
“Easy” But Under-utilized: Job Listings
“Easy” But Under-utilized: Discounts
“Easy” But Under-utilized: Discounts
“Easy” But Under-utilized: Discounts
In Summary…
Your Citation Roadmap
On-Site
Optimization
Store locator
Location pages
KML file
Your Citation Roadmap
Primary
Citations
GetListed audit
Data aggregators
Tier Two IYPs
On-Site
Optimization
Store locator
...
Your Citation Roadmap
Competitive
Coverage
MozBar/Whitespark
on 7-pack comp.
Centroid analysis
Organic analysis
Primary
Ci...
Your Citation Roadmap
Niche
Acquisition
CSE’s
Business reg.
Schools
Classes
Events
Job listings
Discounts
Competitive
Cove...
Your Citation Roadmap
Niche
Acquisition
CSE’s
Business reg.
Schools
Classes
Events
Job listings
Discounts
Competitive
Cove...
Bonus Tip: Turning Citations
into Link-Citations
Turning Citations into Link-Citations
“Who is mentioning me but not linking to me?”
Turning Citations into Link-Citations
“Who is mentioning me but not linking to me?”
This doesn’t work 
Turning Citations into Link-Citations
Hat tip:
Turning Citations into Link-Citations
moz.com/blog
davidm@moz.com
@davidmihm
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
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How To Maximize Citations for Local Search Dominance by David Mihm
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How To Maximize Citations for Local Search Dominance by David Mihm

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From SMX East 2013 / SearchMarketingExpo.com - Must Have Local Search Tactics - How To Maximize Citations For Local Search Dominance by @DavidMihm #SMX #21D

Slide deck from David Mihm of Moz shares top tips and tactics for maximizing your local citations to drive more business from localized search engine results.

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How To Maximize Citations for Local Search Dominance by David Mihm

  1. 1. HOW TO MAXIMIZE CITATIONS FOR LOCAL SEARCH DOMINANCE # David Mihm MOZ @davidmihm #SMX #21D October 2, 2013 #
  2. 2. 1. Where Citations Fit on Your Roadmap 2. Before You Start… 3. Competitive Citation Research 4. Identifying & Earning Niche Citations 5. Summary Maximizing Your Citations for Local Search Dominance
  3. 3. Where Citations Fit on Your Roadmap What Are Citations? Why Are They Important? How Important Are They?
  4. 4. NAP – Name, Address, Phone number +W (Website) What Are Citations?
  5. 5. Citation Examples Slide Courtesy of Mike Blumenthal v Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-204-1297 Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 Williamsville, NY 14221 (716) 204-1297 In a Directory: In a newspaper article or blog post:
  6. 6. Citation Examples Slide Courtesy of Mike Blumenthal v Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 - Williamsville, NY 14221-5776 - (716) 204-1297 Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 - Williamsville, NY Barbara Oliver and Co Jewelry (716) 204-1297 Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297
  7. 7. Citation Examples Slide Courtesy of Mike Blumenthal Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 - Williamsville, NY 14221-5776 - (716) 204-1297 Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 - Williamsville, NY Barbara Oliver and Co Jewelry (716) 204-1297 Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297 v Barbara Oliver and Co. Jewelry, call (716) 204-1297 for an appointment with Buffalo's best jeweler Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311- Williamsville, NY 14221, your source for custom jewelry in Buffalo
  8. 8. Why Are Citations Important? http://moz.com/blog/evolution-of-the-local- algorithm-whiteboard-friday
  9. 9. Why Are Citations Important? BRAND WEBSITE LOCATION Store Locator, Site Architecture Google Plus Authorship, Publisher CITATIONS!!!!
  10. 10. Why Are Citations Important?
  11. 11. Why Are Citations Important?
  12. 12. Why Are Citations Important?
  13. 13. How Important Are Citations? Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
  14. 14. How Important Are Citations? Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com Citation-related signals
  15. 15. How Important Are Citations? Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
  16. 16. Before You Start… Establishing Your Canonical Location(s) External Citation Criteria
  17. 17. Establishing Your Canonical Location(s): Store Locators Good Store Locator: NewSeasonsMarket.com
  18. 18. Establishing Your Canonical Location(s): Location Pages
  19. 19. Establishing Your Canonical Location(s): KML Files GeoSitemapGenerator.com Yourdomain.com/locations.kml
  20. 20. Baseline External Citations
  21. 21. Baseline External Citations
  22. 22. Baseline External Citations
  23. 23. Baseline External Citations
  24. 24. Baseline External Citations
  25. 25. Infogroup (expressupdateusa.com) Localeze (neustarlocaleze.biz) Acxiom (mybusinesslistingmanager.com) Factual (factual.com) Tier One Data Providers
  26. 26. Bing Places Yahoo! Local (Local newspaper online directory) (Local radio station online directory) (Local TV station online directory) (Local Chamber online directory) Better Business Bureau Superpages Yelp Local.com DexKnows Citysearch nSphere Hotfrog Yellow Pages YellowBook Insider Pages Kudzu Manta MojoPages YellowBot MerchantCircle Foursquare Tier Two Citation Sources
  27. 27. External Citation Criteria CONSISTENCY - Authority - Vertically-relevant - Geographically-relevant - External Title Tags & “Location Prominence”
  28. 28. Citation Audit: GetListed.org Now with Acxiom and Factual!
  29. 29. Competitive Citation Research Be Where Your Competitors Are Be Where Google Expects Companies Like Yours to Be
  30. 30. Be Where Your Competitors Are
  31. 31. Be Where Your Competitors Are
  32. 32. Be Where Your Competitors Are
  33. 33. Be Where Your Competitors Are: Special Cases
  34. 34. Be Where Your Competitors Are: Special Cases
  35. 35. Be Where Your Competitors Are: Special Cases
  36. 36. Be Where Your Competitors Are: Special Cases
  37. 37. Be Where Google Expects Companies Like Yours to Be
  38. 38. Be Where Google Expects Companies Like Yours to Be
  39. 39. Be Where Google Expects Companies Like Yours to Be
  40. 40. Be Where Google Expects Companies Like Yours to Be Highly trusted industry / local sources https://www.google.com/#q=sporting+goods+portland&start=1
  41. 41. Be Where Google Expects Companies Like Yours to Be Analyze representative market geographies and sizes (Or just top 30 markets from DMA analysis) Look at BOTH Place Page citations AND organic results --Google is obfuscating Place Page citations more than ever.
  42. 42. Be Where Google Expects Companies Like Yours to Be
  43. 43. Be Where Google Expects Companies Like Yours to Be https://getlisted.org/static/resources/local-citations-by-city.html
  44. 44. Be Where Google Expects Companies Like Yours to Be https://getlisted.org/static/resources/local-citations-by-category.html
  45. 45. Identifying & Earning Niche Citations Competitive Overlap “Easy” But Under-utilized
  46. 46. Niche Citations CAN be the differentiating factor (especially for SMB’s)
  47. 47. Niche Citations: MozBar / Whitespark Analysis
  48. 48. Niche Citations: Use a Custom Search Engine
  49. 49. Niche Citations: Use a Custom Search Engine
  50. 50. Niche Citations: Use a Custom Search Engine
  51. 51. Niche Citations: Use a Custom Search Engine
  52. 52. “Easy” But Under-utilized: Business Registrations http://egov.sos.state.or.us/br/pkg_web_name_srch_inq.show_detl?p_b e_rsn=1428853&p_srce=BR_INQ&p_print=FALSE
  53. 53. “Easy” But Under-utilized: Schools
  54. 54. “Easy” But Under-utilized: Promoting Classes
  55. 55. “Easy” But Under-utilized: Hosting Events
  56. 56. “Easy” But Under-utilized: Hosting Events
  57. 57. “Easy” But Under-utilized: Job Listings
  58. 58. “Easy” But Under-utilized: Discounts
  59. 59. “Easy” But Under-utilized: Discounts
  60. 60. “Easy” But Under-utilized: Discounts
  61. 61. In Summary…
  62. 62. Your Citation Roadmap On-Site Optimization Store locator Location pages KML file
  63. 63. Your Citation Roadmap Primary Citations GetListed audit Data aggregators Tier Two IYPs On-Site Optimization Store locator Location pages KML file
  64. 64. Your Citation Roadmap Competitive Coverage MozBar/Whitespark on 7-pack comp. Centroid analysis Organic analysis Primary Citations GetListed audit Data aggregators Tier Two IYPs On-Site Optimization Store locator Location pages KML file
  65. 65. Your Citation Roadmap Niche Acquisition CSE’s Business reg. Schools Classes Events Job listings Discounts Competitive Coverage MozBar/Whitespark on 7-pack comp. Centroid analysis Organic analysis Primary Citations GetListed audit Data aggregators Tier Two IYPs On-Site Optimization Store locator Location pages KML file
  66. 66. Your Citation Roadmap Niche Acquisition CSE’s Business reg. Schools Classes Events Job listings Discounts Competitive Coverage MozBar/Whitespark on 7-pack comp. Centroid analysis Organic analysis Primary Citations GetListed audit Data aggregators Tier Two IYPs On-Site Optimization Store locator Location pages KML file
  67. 67. Bonus Tip: Turning Citations into Link-Citations
  68. 68. Turning Citations into Link-Citations “Who is mentioning me but not linking to me?”
  69. 69. Turning Citations into Link-Citations “Who is mentioning me but not linking to me?” This doesn’t work 
  70. 70. Turning Citations into Link-Citations Hat tip:
  71. 71. Turning Citations into Link-Citations
  72. 72. moz.com/blog davidm@moz.com @davidmihm
  73. 73. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 74
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