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 …

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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  • 1. HOW TO MAXIMIZE CITATIONS FOR LOCAL SEARCH DOMINANCE # David Mihm MOZ @davidmihm #SMX #21D October 2, 2013 #
  • 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. Where Citations Fit on Your Roadmap What Are Citations? Why Are They Important? How Important Are They?
  • 4. NAP – Name, Address, Phone number +W (Website) What Are Citations?
  • 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. 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. 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. Why Are Citations Important? http://moz.com/blog/evolution-of-the-local- algorithm-whiteboard-friday
  • 9. Why Are Citations Important? BRAND WEBSITE LOCATION Store Locator, Site Architecture Google Plus Authorship, Publisher CITATIONS!!!!
  • 10. Why Are Citations Important?
  • 11. Why Are Citations Important?
  • 12. Why Are Citations Important?
  • 13. How Important Are Citations? Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
  • 14. How Important Are Citations? Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com Citation-related signals
  • 15. How Important Are Citations? Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
  • 16. Before You Start… Establishing Your Canonical Location(s) External Citation Criteria
  • 17. Establishing Your Canonical Location(s): Store Locators Good Store Locator: NewSeasonsMarket.com
  • 18. Establishing Your Canonical Location(s): Location Pages
  • 19. Establishing Your Canonical Location(s): KML Files GeoSitemapGenerator.com Yourdomain.com/locations.kml
  • 20. Baseline External Citations
  • 21. Baseline External Citations
  • 22. Baseline External Citations
  • 23. Baseline External Citations
  • 24. Baseline External Citations
  • 25. Infogroup (expressupdateusa.com) Localeze (neustarlocaleze.biz) Acxiom (mybusinesslistingmanager.com) Factual (factual.com) Tier One Data Providers
  • 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. External Citation Criteria CONSISTENCY - Authority - Vertically-relevant - Geographically-relevant - External Title Tags & “Location Prominence”
  • 28. Citation Audit: GetListed.org Now with Acxiom and Factual!
  • 29. Competitive Citation Research Be Where Your Competitors Are Be Where Google Expects Companies Like Yours to Be
  • 30. Be Where Your Competitors Are
  • 31. Be Where Your Competitors Are
  • 32. Be Where Your Competitors Are
  • 33. Be Where Your Competitors Are: Special Cases
  • 34. Be Where Your Competitors Are: Special Cases
  • 35. Be Where Your Competitors Are: Special Cases
  • 36. Be Where Your Competitors Are: Special Cases
  • 37. Be Where Google Expects Companies Like Yours to Be
  • 38. Be Where Google Expects Companies Like Yours to Be
  • 39. Be Where Google Expects Companies Like Yours to Be
  • 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. 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. Be Where Google Expects Companies Like Yours to Be
  • 43. Be Where Google Expects Companies Like Yours to Be https://getlisted.org/static/resources/local-citations-by-city.html
  • 44. Be Where Google Expects Companies Like Yours to Be https://getlisted.org/static/resources/local-citations-by-category.html
  • 45. Identifying & Earning Niche Citations Competitive Overlap “Easy” But Under-utilized
  • 46. Niche Citations CAN be the differentiating factor (especially for SMB’s)
  • 47. Niche Citations: MozBar / Whitespark Analysis
  • 48. Niche Citations: Use a Custom Search Engine
  • 49. Niche Citations: Use a Custom Search Engine
  • 50. Niche Citations: Use a Custom Search Engine
  • 51. Niche Citations: Use a Custom Search Engine
  • 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. “Easy” But Under-utilized: Schools
  • 54. “Easy” But Under-utilized: Promoting Classes
  • 55. “Easy” But Under-utilized: Hosting Events
  • 56. “Easy” But Under-utilized: Hosting Events
  • 57. “Easy” But Under-utilized: Job Listings
  • 58. “Easy” But Under-utilized: Discounts
  • 59. “Easy” But Under-utilized: Discounts
  • 60. “Easy” But Under-utilized: Discounts
  • 61. In Summary…
  • 62. Your Citation Roadmap On-Site Optimization Store locator Location pages KML file
  • 63. Your Citation Roadmap Primary Citations GetListed audit Data aggregators Tier Two IYPs On-Site Optimization Store locator Location pages KML file
  • 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. 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. 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. Bonus Tip: Turning Citations into Link-Citations
  • 68. Turning Citations into Link-Citations “Who is mentioning me but not linking to me?”
  • 69. Turning Citations into Link-Citations “Who is mentioning me but not linking to me?” This doesn’t work 
  • 70. Turning Citations into Link-Citations Hat tip:
  • 71. Turning Citations into Link-Citations
  • 72. moz.com/blog davidm@moz.com @davidmihm
  • 73. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 74