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Insidelocal - Enhanced Citation optimization for Local Search Greatness - Sept 11th 2013
 

Insidelocal - Enhanced Citation optimization for Local Search Greatness - Sept 11th 2013

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Citations are an essential part of any local search strategy and they're increasing in importance. ...

Citations are an essential part of any local search strategy and they're increasing in importance.

In the 2013 Local Search Ranking Factors Study, Citation factors fill 3 of the top 6 slots for the most influential local ranking factors.

But researching, building & optimizing citations remains a confusing process for many SEOs. What should you tackle first? How important is cleaning up citations vs. building new citations? etc…

In this webinar we examine why citations are so important, how to create a highly effective citation strategy and advanced tips to optimize citations to dominate search results for your clients.

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  • Great thanks for this, since I missed the webinar today. I love Brightlocal for reporting.
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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.

Insidelocal - Enhanced Citation optimization for Local Search Greatness - Sept 11th 2013 Insidelocal - Enhanced Citation optimization for Local Search Greatness - Sept 11th 2013 Presentation Transcript

  • Sept 11th 2013 ‘Enhanced Citations for Local Search Greatness’
  • ‘Enhanced Citations for Local Search Greatness’ Agenda: Why are citations so important Citation Building Strategy Advanced optimization techniques
  • Presentations and Q&A – 3 sections to webinar – 3 Presentations • Mini Q&A after – Full Q&A session at end
  • House keeping… Webinar is being recorded Recording available on Monday No webcam view (boo…) Slidedeck uploaded to slideshare.net Follow up email with all details
  • Speakers David Moceri Heygotomarketing.com Nyagoslav Zhekov Ngsmarketing.com
  • Hosts Myles Anderson BrightLocal.com Linda Buquet Localsearchforum.com
  • Section 1 So why citations?! ‘Enhanced Citations for Local Search Greatness’ Myles Anderson BrightLocal.com
  • Data drives internet & mobile  All local sites & services need data  LBS & 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
  • 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
  • 169,000,000,000 „LOCAL‟ SEARCHES IN 2015 BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
  • Citations remain ‘the key’ factor in local search 2008 2009 2010 2011 2012 2013 #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/Author ity of Structured Citations #3 Consistency of Structured Citations #4 Quality/Author ity of Structured Citations #6 Quantity of Structured Citations #14, 16, 25, 39 Source: Local Search Ranking Factors Study – 2008-2013
  • 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 Rozek  Laura Betterley Casey Meraz Susan Hallam Mike Bellasco Matthew Hunt Brian Coryat Damian Rollinson Don Campbell Jon Keel Phil Britton Myles Anderson
  • 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
  • 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
  • What is more important - quantity or quality of Citations? 63% 19% 18% 0% 10% 20% 30% 40% 50% 60% 70% Quality Quantity Same Importance
  • 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
  • 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
  • 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
  • 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!
  • “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
  • 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
  • “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
  • How important is 'richness' of citations? (e.g. adding 'description', 'photos', 'opening hours‟ etc…) 56% 31% 13% 0% 10% 20% 30% 40% 50% 60% Very Important Quite Important Not Important
  • 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!
  • 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!
  • Section 2 Citation Strategy – Research & Implementation ‘Enhanced Citations for Local Search Greatness’ Nyagoslav Zhekov Ngsmarketing.com
  • Step 1: Collecting and Sorting Information Name, Address, Phone number +Category[1] Plenitude of Business Data Collect outdated information Bonus: Company Information Sheet bit.ly/CitationsForm 1bit.ly/LocalezeList bit.ly/InfogroupList
  • Step 2: Discovering Existing Listings 1. How business information flows on the web:
  • Step 2: Discovering Existing Listings (Cont.) 2. It is actually a little more complicated… Tier 1: - Government organizations (Industry Canada) - Telcos: AT&T, Verizon (US), BT (UK), Deutsche Telekom (Germany)) Tier 2: - Business data aggregators Infogroup, LocalEze, Acxiom, Factual, D&B (US), Yellow Pages Group (Canada), LDC, Market Location, 118 Information, Infoserve (UK), Sensis (Australia), Gelbe Seiten (Germany)
  • Step 2: Discovering Existing Listings (Cont.) Tier 3: - Major business directories YP.com, CityGrid Network, Yelp, Local.com (US) Yell, ThomsonLocal, TouchLocal (UK) *Yellow Pages Group and Sensis are “monopolists” in Canada and Australia, respectively Tier 4: - All the rest
  • Step 2: Discovering Existing Listings (Cont.) Before you start: Prepare a spreadsheet bit.ly/CitationsSpreadsheet 1. Automated phase - GetListed.org – Infogroup, LocalEze, Acxiom, Factual, YP.com - Yext’s “Local Search Scorecard” – a lot of major directories - Bright Local’s “CitationTracker” – Google’s full index
  • Step 2: Discovering Existing Listings (Cont.) 2. Manual phase - Double-check the most important data sources (Acxiom, Infogroup, LocalEze, Factual, Citysearch, Yahoo, Yellowpages, Yelp , Local.com, MapQuest) - Double-check some business directories that generally contain a lot of duplicates: MerchantCircle, MojoPages, EZLocal, Manta, HotFrog, Foursquare, Chamb erofCommerce, Yellowbot - Double-check some business directories that are not well indexed by Google: Insiderpages, Kudzu, Brownbook - Search for any phone number that has ever been used by the business in the following format: 555-555-5555 - Search for any variation of the business name + ZIP where the business has been located (and any combinations of the two)
  • Step 3: Fix, Claim, Update, Report  Claim all listings that are claimable:  If a listing is not claimable, report the incorrect information via email bit.ly/ReportInfoTemplate  Report and remove duplicate listings bit.ly/ReportDuplicates
  • Step 4: Discover Additional Citation Sources 1. Important citation sources every business should be listed on bit.ly/CitationSources 2. Citation sources important for specific industry/location bit.ly/CitationSourcesCity bit.ly/CitationSourcesNiche 3. Check competitors’ citations using CitationTracker and Citation Finder
  • Step 4: Discover Additional Citation Sources (Cont.) 4. How to determine if a citation source is important:  Direct competitors have citations there  Other businesses from same city/industry are listed there  General popularity as a citation source (bit.ly/CitationSourcesPopular)  How big the business information database of the citation source is  How big their distribution network is  How long it takes for Google to pick a citation (bit.ly/CitationsTime)  Web traffic to the citation source  Domain authority of the citation source  Citation source ranks high when using relevant queries on Google
  • Step 5: Get Listed 1. Use software to help speed-up the work: - Chrome Auto-Fill bit.ly/AutoFillChrome - Roboform bit.ly/UseRoboform 2. Save business directories that require phone verification for the end - LocalEze, Infogroup, Nokia, Bing, Yahoo, Yelp, Citysearch, iBegin, Yellowee, Yell owbot (US) Yellowpages, WebLocal (Canada)
  • Step 6: Following Up 1. After 1 week - Check email for updates - Manually go through the listings 2. After 2 weeks - Manually go through the listings - Resend email requests if action hasn’t been taken 3. After 3 weeks - Check email for updates - Postcard verifications should be completed 4. After 4 weeks - Last check for updates - If some listings haven’t been updated yet – report the URLs bit.ly/PageRemoval
  • Irrelevant Step: About Me Nyagoslav Zhekov www.NGSMarketing.com info@ngsmarketing.com (+1) 347-535-4535 twitter.com/Nyagoslav
  • Section 3 Advanced Optimization ‘Enhanced Citations for Local Search Greatness’ David Moceri Heygotomarketing.com
  • Presentations Overview – How You Should View Citations – Software Strategies – Manual Strategies
  • How You Should View Citations – They are Google Checkpoints – Pick Top 10 to 20 to Manage • Google+ Local – Bing Local – Yahoo Local • Yelp – MerchantCircle – Patch – YellowPages • Facebook – Twitter – LinkedIn – Google+ Page – Treat Them Like Buffer Sites • Build Links to Them as you Would to Your Site • Buy Fiverr Gigs to Build Social Signals • Put Up Spun and/or New Blog Posts
  • Put Your Competitors Out of Business! If You’re NOT on the 1st Page You are Done!
  • HEREISTHEOUTCOM
  • VERYEXCITING
  • What You Are Witnessing Is Real 7 - 1st Page Rankings (Usually 5 to 6) This is a Real Simple Way to Crush It! These Directories/Citations Have Built-In Traffic & Social Signals Which = Activity! These are Authority Sites for Local SEO Results posted at the end
  • Software Strategies – Software You Can Use • ScrapeBox • ScrapeJet • EVO Mega Pro • Instant Traffic Software • SE Nuke CrX • Magic Submitter • Just About Anything You Already Own
  • Software Strategies - Yelp – ScrapeBox: What to Blog Comment Silver State Smiles 2685 S Rainbow Blvd Ste 107 Las Vegas, NV 89146 (702) 722-2226 http://www.yelp.com/biz/silver-state-smiles-las-vegas
  • Software Strategies - Facebook – ScrapeBox: What to Blog Comment Silver State Smiles 2685 S Rainbow Blvd Ste 107 Las Vegas, NV 89146 (702) 722-2226 https://www.facebook.com/Silverstatesmiles
  • Software Strategies - YellowPages – ScrapeBox: What to Blog Comment Silver State Smiles 2685 S Rainbow Blvd Ste 107 Las Vegas, NV 89146 (702) 722-2226 http://www.yellowpages.com/las-vegas-nv/mip/silver- state-smiles-463588479
  • Manual Strategies – Ways You Can Manually Do It • Add to Curated Content • Add to the Bottom of All Blog Posts • Add to Articles Posts • Add to YouTube Video Descriptions • Add to PDF & Slide Sites • Add to Web 2.0 Properties
  • Manual Strategies – Ways You Can Manually Do It • Add to Curated Content • Add to the Bottom of All Blog Posts • Meta Data – (New Method I Been See Results)
  • Manual Strategies Respond to All Reviews with Keywords Here is a Great Chrome Extension to Use
  • Quick Poll Which topics do you want us to cover in upcoming webinars? (select 3)
  • Questions?
  • Answered questions… http://www.localsearchforum.com/sho wthread.php?t=10064
  • ‘Enhanced Citations for Local Search Greatness’ Top 10 Citation Sources
  • Top 10 Citation Sites 1. yellowpages.com 2. merchantcircle.com 3. superpages.com 4. yahoo.com 5. manta.com 6. yelp.com 7. facebook.com 8. citysearch.com 9. showmelocal.com 10. yellowbot.com
  • Top 10 Citation Sites 1. yellowpages.ca 2. canpages.ca 3. weblocal.ca 4. cylex.ca 5. yelp.com 6. manta.com 7. facebook.com 8. yelp.ca 9. hotfrog.ca 10. pagesjaunes.ca
  • Top 10 Citation Sites 1. yell.com 2. cylex-uk.co.uk 3. thomsonlocal.com 4. hotfrog.co.uk 5. misterwhat.co.uk 6. yelp.com 7. independent.co.uk 8. yelp.co.uk 9. qype.co.uk 10. thesun.co.uk
  • Download top 50 sources http://www.brightlocal.com/2013/09/1 1/top-50-local-citation-sites
  • InsideLocal: upcoming webinars September 25th – Local Reputation Management – Don Campbell, Phil Rozek, Myles Anderson Tbc – Google+ Local Advanced Troubleshooting – Linda Buquet + 2 more (tbc)
  • Register here… www.brightlocal.com/insidelocal www.localsearchforum.com/insidelo cal-webinars
  • That’s all folks!