Helping small businesses succeed online.

@searchinfluence
ABOUT ME

ALISON ZERINGUE

• Partner Accounts Team Manager
• LSU Mass Comm / Advertising Graduate
• Leads team of 15 Accou...
WE HELP YOUR CLIENTS
GET FOUND
WITH DIRECTORIES & DATA FEEDS

@searchinfluence
SO, WHY DO
DIRECTORIES
AND DATA
FEEDS
MATTER FOR
YOUR
CLIENTS?

@searchinfluence
DIRECTORIES PROVIDE 2
MAJOR BENEFITS FOR SEO:
• Local Search Optimization
• NAP Citations
• Search Engine Visibility / Dis...
WHAT IS A CITATION?
• Your local search fingerprint
• Any online instance of the
business’ Name, Address and
Phone Number ...
THE ANATOMY OF N.A.P.
NAME
ADDRESS
PHONE NO
WEBSITE
@searchinfluence
LINKS ARE
THE STREETS
OF THE WEB
Links are like the streets
between webpages that help
Search Engines navigate the
web to ...
2 TYPES OF ONLINE
DIRECTORIES:
1. LOCAL Directories
2. CATEGORICAL Directories

@searchinfluence
LOCAL

DIRECTORIES
Organize listings
by NAP
information
(by location).
PRIMARY
BENEFIT:
Citations

@searchinfluence
CATEGORICAL
DIRECTORIES
Organize listings
by business
category rather
than location.
PRIMARY
BENEFIT:
Links

@searchinflue...
CATEGORICAL vs. LOCAL
DIRECTORIES
WHAT IS A DATA FEED?
The primary source of local data for all
major search engines: Google, Yahoo,
and Bing.

@searchinflu...
DATA FEEDS

Organize listings by
NAP information
(by location) and
seed this information
to other directories
around the w...
The Local Search Ecosystem
STAKE
YOUR
CLAIM
ON THE
BIG 3

@searchinfluence
STAKE
YOUR
CLAIM
ON THE
BIG 3

@searchinfluence
ESSENTIAL: A
CONSISTENT

NAME
ADDRESS
PHONE NO.
The first and primary local search ranking factor is
Name, Address, Phone ...
INCONSISTENCY & DUPLICATION
OF CITATIONS
DON’T CONFUSE GOOGLE!
• NAP should be in each of these places:
• Website
• Social media profiles
• Business directories
• ...
ON-SITE N.A.P.
INFORMATION IS CRITICAL, TOO.
LOCATION LANDING PAGES:
EMBEDDED MAP LINKING TO G+
ON-SITE LOCAL OPTIMIZATION:
N.A.P. IN FOOTER OR SIDEBAR
HOW DOES THIS FIT INTO
OUR SEO CAMPAIGNS
FOR YOUR CLIENTS?

@searchinfluence
MONTH1-2

• Month 1
• Claiming, verification, and
optimizing local listing on:
• Google+ Local
• Yahoo Local
• Bing Local
...
MONTH 3+

• Month 3 - 4
• Submit to 50 local directories
• Process to begin in this
month but does take time
to complete
•...
THANK YOU!
ALISON ZERINGUE

Partner Accounts Team Manager
azeringue@searchinfluence.com
searchinfluence.com/blog
twitter.c...
Directories, Data Feeds, and Local Search Optimization
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Directories, Data Feeds, and Local Search Optimization

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The Local Search Ecosystem is a convoluted web of data that can be nearly impossible for a newcomer to navigate. With mobile search volume growing each day, being found in local search results is imperative to the small business owner’s success online. Join us to learn about local citations, directories, and data feeds and how these affect online visibility for clients.

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  • your directory listings, or social media channels, can rank for the keywords you care about when your website can't/ sometimes they can even show up with your listing.
  • In many cases these directories will provide both a citation AND a link to the website
  • search engine marketing experts feel that citations , in other words mentions of your business name and contact details, on these secondary portals are absolutely critical for ranking well in Google Places . Google spiders all of these secondary portals regularly, so it's important to make sure your information is correct and consistent EVERYWHERE across the web.
  • The Local Search Ecosystem is a complex, tangled web of information and data feeds, so it’s important for a business’ NAP to be consistently listed across as many directories and data feeds as possible. We submit to Universal Business Listing & Localeze in Month 3 to ensure a consistent NAP is seeded out to major directories as a result. Localeze and UBL are both considered data feeds. Local directories, 411, publishing sites come and scrape these sources for new / updated information. You could think of them as the local directory watering holes.
  • search engine marketing experts feel that citations , in other words mentions of your business name and contact details, on these secondary portals are absolutely critical for ranking well in Google Places . Google spiders all of these secondary portals regularly, so it's important to make sure your information is correct and consistent EVERYWHERE across the web.We will verify the business’ true mailing address with the US Postal Service or the local BBB to ensure the citations we create are accurate and consistent. This format, even down to the way you list a suite number, should be consistent in all places where citations are created, including your own website.
  • For local businesses, having inconsistent citations on the web of your name, address and phone number can cause confusion among searchers and result in a lack of trust.
  • For local businesses, having inconsistent citations on the web of your name, address and phone number can cause confusion among searchers and result in a lack of trust.
  • For local businesses, having inconsistent citations on the web of your name, address and phone number can cause confusion among searchers and result in a lack of trust.
  • For local businesses, having inconsistent citations on the web of your name, address and phone number can cause confusion among searchers and result in a lack of trust.
  • Coded with schema markup
  • Directories, Data Feeds, and Local Search Optimization

    1. 1. Helping small businesses succeed online. @searchinfluence
    2. 2. ABOUT ME ALISON ZERINGUE • Partner Accounts Team Manager • LSU Mass Comm / Advertising Graduate • Leads team of 15 Account Managers • Social Media Marketing Columnist on MarketingLand.com @searchinfluence
    3. 3. WE HELP YOUR CLIENTS GET FOUND WITH DIRECTORIES & DATA FEEDS @searchinfluence
    4. 4. SO, WHY DO DIRECTORIES AND DATA FEEDS MATTER FOR YOUR CLIENTS? @searchinfluence
    5. 5. DIRECTORIES PROVIDE 2 MAJOR BENEFITS FOR SEO: • Local Search Optimization • NAP Citations • Search Engine Visibility / Discovery • Barnacle SEO • Authority building • Inbound Links @searchinfluence
    6. 6. WHAT IS A CITATION? • Your local search fingerprint • Any online instance of the business’ Name, Address and Phone Number (AKA N.A.P.) @searchinfluence
    7. 7. THE ANATOMY OF N.A.P. NAME ADDRESS PHONE NO WEBSITE @searchinfluence
    8. 8. LINKS ARE THE STREETS OF THE WEB Links are like the streets between webpages that help Search Engines navigate the web to discover new content. When other trusted sites like directories link to your website: • Your site can be found and crawled by the Search Engine spiders more frequently • Your site will be seen as a trusted / authoritative source @searchinfluence
    9. 9. 2 TYPES OF ONLINE DIRECTORIES: 1. LOCAL Directories 2. CATEGORICAL Directories @searchinfluence
    10. 10. LOCAL DIRECTORIES Organize listings by NAP information (by location). PRIMARY BENEFIT: Citations @searchinfluence
    11. 11. CATEGORICAL DIRECTORIES Organize listings by business category rather than location. PRIMARY BENEFIT: Links @searchinfluence
    12. 12. CATEGORICAL vs. LOCAL DIRECTORIES
    13. 13. WHAT IS A DATA FEED? The primary source of local data for all major search engines: Google, Yahoo, and Bing. @searchinfluence
    14. 14. DATA FEEDS Organize listings by NAP information (by location) and seed this information to other directories around the web. @searchinfluence
    15. 15. The Local Search Ecosystem
    16. 16. STAKE YOUR CLAIM ON THE BIG 3 @searchinfluence
    17. 17. STAKE YOUR CLAIM ON THE BIG 3 @searchinfluence
    18. 18. ESSENTIAL: A CONSISTENT NAME ADDRESS PHONE NO. The first and primary local search ranking factor is Name, Address, Phone Number consistency across the web. While the quantity of citations on the web is important, the consistency of them is even more so due to the Local Search Ecosystem. @searchinfluence
    19. 19. INCONSISTENCY & DUPLICATION OF CITATIONS
    20. 20. DON’T CONFUSE GOOGLE! • NAP should be in each of these places: • Website • Social media profiles • Business directories • Number of citations is important, but consistency is more important
    21. 21. ON-SITE N.A.P. INFORMATION IS CRITICAL, TOO.
    22. 22. LOCATION LANDING PAGES: EMBEDDED MAP LINKING TO G+
    23. 23. ON-SITE LOCAL OPTIMIZATION: N.A.P. IN FOOTER OR SIDEBAR
    24. 24. HOW DOES THIS FIT INTO OUR SEO CAMPAIGNS FOR YOUR CLIENTS? @searchinfluence
    25. 25. MONTH1-2 • Month 1 • Claiming, verification, and optimizing local listing on: • Google+ Local • Yahoo Local • Bing Local • Support from client is required to complete these crucial steps • Month 2 • On-site location optimizations • Submit business to 2 major data feeds: • Universal Business Listing • Localeze @searchinfluence
    26. 26. MONTH 3+ • Month 3 - 4 • Submit to 50 local directories • Process to begin in this month but does take time to complete • Month 4 + Beyond • Submit to categorical directories • Month 7 - 8 • Submit to additional 50 local directories @searchinfluence
    27. 27. THANK YOU! ALISON ZERINGUE Partner Accounts Team Manager azeringue@searchinfluence.com searchinfluence.com/blog twitter.com/searchinfluence
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