Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Audit and Fix Citations for
Local Search Gains
DARREN SHAW
Darren Shaw
Founder at Whitespark
darren@whitespark.ca
@EdmontonSEO
What’s a citation?
A citation is a mention of your business on the
web, typically in the format of Name, Address,
and Phone number. This is c...
What’s the problem with
inconsistent citations?
http://moz.com/blog/how-business-listings-made-whiteboard-friday
Public Company Filings
Telco & Utility
Information
NCOA
POI Compilation
Merchant
Submissions
Government Sources
U.S.
Busin...
2013 Local Search Ranking Factors
#3 = Consistency of Structured Citations
http://moz.com/local-search-ranking-factors
You know how you can split link equity
by not 301ing or canonicalizing your
www and non-www version?
The same thing happens with your citations
Your Google listing
??
But there is no 301 redirect or canonical
directive for citations
So you must change the
address on this listing to
reclai...
If there is enough conflicting data a
duplicate will be created at Google
Primary listing Duplicate listing
2013 Local Search Ranking Factors
Fifth most harmful negative factor
http://moz.com/local-search-ranking-factors
Don’t just create new listings, because that
will leave the old listings lying around
Your Google listing
??
X
Update the existing listings and those citations
will now point to the correct listing at Google
Your Google listing
Okay, inconsistent
citations are bad.
What are the benefits of
making them consistent?
John Denny: NAP is Fundamental
to Rankings
http://johnhdenny.com/451/nap-is-fundamental-to-rankings
His client had moved m...
After cleaning up a mess of duplicate listings and incorrect NAP
data in the local search eco-system for a client, we were...
Our client had recently moved locations, but had never updated their
citations. After changing the address in Google thems...
CONVINCED?
LET’S DO THIS!
STEP 1
Gather all current and
inconsistent NAP data
Ask the business about:
Business names
Ask the business about:
Addresses
Ask the business about:
Phone numbers
Ask the business about:
Websites
Ask the business about:
Other businesses
Also, ask the business for:
Existing login information
STEP 2
Find and record all the
NAP variations
Step 2 is just a discovery
process to find all the NAP
variations out there.
Don’t start tracking all the
citations just y...
The correct NAP
NAP #1
Stratford at Maple Leaf
9001 Lake City Way Ne, Seattle, WA 98115
(206) 729-1200
Listings with different phone numbers
Query:
“portion_of_business_name” -”phone_number” -”toll_free_number”
Use Linkclump (Chrome)
Or Multi Links (FireFox)
> Right-click and drag to
select a group of links
> Release
> They’ll all ...
Listings with different phone numbers
NAP #2
Stratford at Maple Leaf
9001 Lake City Way Ne, Seattle, WA 98115
(866) 344-49...
Listings with different phone numbers
NAP #3
Stratford at Maple Leaf
18605 17th Ave NW, Shoreline, WA 98177
(206) 542-4556
Listings with different phone numbers
As you discover different numbers, exclude each
of them from the query to refine you...
Listings with same phone & different address
Query:
“portion_of_business_name” “phone_number” -”portion_of_address”
Listings with same phone & different address
NAP #4
Stratford at Maple Leaf
5604 17th Ave NE, Seattle, WA 98105
(206) 729-...
Like you did with phone numbers, as you
discover different addresses, exclude each of
them from the query to refine your r...
Listings with same phone & different
business name
Query:
“phone_number” -“portion_of_business_name”
NAP #5
Sound Health Management
9001 Lake City Way NE, Seattle, WA 98115
(206) 729-1200
Listings with same phone & differen...
Listings with same phone & different
business name
Again, as you discover different business name
variations, exclude each...
NAP #6
Salon Maple Leaf
9001 Lake City Way NE, Seattle, WA 98115
(206) 729-1200
Listings with same phone & different
busin...
Record each NAP variation in a spreadsheet
STEP 3
Determine which NAP
variations need to be fixed
Don’t worry about these kinds of variations
Street vs St
Northeast vs NE
Suite vs Ste
Floor vs Flr.
98115-8222 vs 98115
St...
Google normalizes the address variations it
finds around the web
Check your normalized address with this tool. It uses the...
These are variations you should worry about
Different business name > Same address/phone
Different phone > Same name/addre...
Go through your NAP variations and note
which ones need to be fixed
I don’t need to worry about this one
STEP 4
Clean up incorrect data at
the most important data
sources
Don’t start with the citation sites. They
could be getting data from major data
providers.
Common Situation
You click here...
Don’t start with the citation sites. They
could be getting data from major data
providers.
Common Situation
But the site g...
Don’t start with the citation sites. They
could be getting data from major data
providers.
Common Situation
Two months lat...
Public Company Filings
Telco & Utility
Information
NCOA
POI Compilation
Merchant
Submissions
Government Sources
U.S.
Busin...
So, here’s your order of operations
1) Government Sources
2) Phone Company
3) Utilities
4) Infogroup
5) Neustar Localeze
6...
Government Sources
Many (most?) states
have a searchable
business registry on the
Secretary of State site.
Use your list o...
Phone Company
Double check your NAP information on file at the telco
that the business deals with. Online billing is a goo...
Utilities
Double check your NAP information on file at the
utilities that the business deals with. Online billing is a
goo...
Infogroup
Go to http://www.expressupdate.com and search for all
variations of business info on your NAP list.
Infogroup
To edit a listing you’ll need to log in (or create an
account) and claim the listing. They will phone verify, so...
Important: add as much info as
possible to all the correct listings you
find. Use our citation building intake
form.
Neustar Localeze
Go to http://www.neustarlocaleze.biz and search for all
variations of business info on your NAP list. Cla...
Acxiom
Go to https://mybusinesslistingmanager.myacxiom.com/
and search for all variations of business info on your NAP
lis...
Other Primary Data Sources: CityGrid,
Superpages, Yellowpages, Yelp
Go to the URLs below and search for all variations of ...
Dun & Bradstreet
Another important and commonly scraped source. Search
for listings at http://www.dandb.com/businessdirect...
Factual
Factual’s location data is used by Apple Maps and a ton
of mobile apps (which sometimes publish their listings to
...
Factual
Search for listings at:
http://www.factual.com/data/t/places
If you find any inconsistencies,
contact them here to...
What about Yext?
Great for:
New businesses that want to
build out key citations
quickly.
Standardizing primary
information on some of the
k...
STEP 5
Find and record all the
citations across the rest of
the web
https://getlisted.org/static/resources/local-search-data-providers.html
Used with permission from David Mihm
Search Google for all accurate and
inaccurate NAP variations, but exclude
listings that are not a problem.
I don’t need to...
Search for all possible query combinations
Go through every result, determine if it
needs to be dealt with, and record the
listings in your audit spreadsheet.
Hmm…
Put all your queries into a custom report on
the Link Prospector
Set the depth to 1000
Load Whitespark’s list of 363 reverse phone
lookup sites into the exclusions
Add “site:/intitle” searches for Phil Rozek’s
Definitive List of Local Search Citations
to find duplicates
Press this butt...
Then go and relax
for a while
BEHOLD!
Your list de-duped, domain-grouped, PR &
DA sortable, with titles and descriptions.
Someone (probably not you) will still need to
go through them all and record listings
that need attention into a spreadshe...
STEP 6
Fix those citations!
Look for update information on each listing
that needs to be updated.
You're looking for things like:
• Update listing/bus...
Google can help
"update * listing" yellowbook
"update listing on yellowbook"
"update * business" yellowbook
"update busine...
If they have no claim/edit/update
functionality, contact them
Great outreach template here:
http://www.leanmarketing.ca/th...
Be sure to contact them from an email
address on the domain for a MUCH higher
success rate
STEP 7
Now, finally, check
Google. Sure, Bing too.
Search Google Maps for duplicate listings
Search Map Maker too
Any problems that you can’t fix in the Places
Dashboard, fix through Map Maker
Any problems that you can’t fix in Map
Maker, get Google to call you!
Make sure you’re signed into
your Google account.
Go...
Manage your Bing listings here:
https://www.bingplaces.com/
I have some resources for
you to download, but
please don’t share these
yet.
bit.ly/citation-audit
bit.ly/citation-audit
Thanks.
Any questions?
DARREN SHAW
darren@whitespark.ca
@EdmontonSEO
Darren Shaw_SearchLove San Diego_Audit and fix citations for Local Search gains
Darren Shaw_SearchLove San Diego_Audit and fix citations for Local Search gains
Darren Shaw_SearchLove San Diego_Audit and fix citations for Local Search gains
Darren Shaw_SearchLove San Diego_Audit and fix citations for Local Search gains
Upcoming SlideShare
Loading in …5
×

Darren Shaw_SearchLove San Diego_Audit and fix citations for Local Search gains

30,119 views

Published on

Published in: Technology, News & Politics

Darren Shaw_SearchLove San Diego_Audit and fix citations for Local Search gains

  1. 1. Audit and Fix Citations for Local Search Gains DARREN SHAW
  2. 2. Darren Shaw Founder at Whitespark darren@whitespark.ca @EdmontonSEO
  3. 3. What’s a citation?
  4. 4. A citation is a mention of your business on the web, typically in the format of Name, Address, and Phone number. This is called your NAP. For a more detailed explanation see: http://www.whitespark.ca/blog/post/13-what-is-a-citation
  5. 5. What’s the problem with inconsistent citations?
  6. 6. http://moz.com/blog/how-business-listings-made-whiteboard-friday
  7. 7. Public Company Filings Telco & Utility Information NCOA POI Compilation Merchant Submissions Government Sources U.S. Business Database Web Research & RSS Feeds Yellow Pages Content Partner Feedback Address Standardization & Hygiene Phone Verification Standardization of Elements & Duplicate Removal Quality Assurance Infogroup’s Data Compilation Process
  8. 8. 2013 Local Search Ranking Factors #3 = Consistency of Structured Citations http://moz.com/local-search-ranking-factors
  9. 9. You know how you can split link equity by not 301ing or canonicalizing your www and non-www version?
  10. 10. The same thing happens with your citations Your Google listing ??
  11. 11. But there is no 301 redirect or canonical directive for citations So you must change the address on this listing to reclaim this citation and associate it with your Google listing Your Google listing
  12. 12. If there is enough conflicting data a duplicate will be created at Google Primary listing Duplicate listing
  13. 13. 2013 Local Search Ranking Factors Fifth most harmful negative factor http://moz.com/local-search-ranking-factors
  14. 14. Don’t just create new listings, because that will leave the old listings lying around Your Google listing ?? X
  15. 15. Update the existing listings and those citations will now point to the correct listing at Google Your Google listing
  16. 16. Okay, inconsistent citations are bad. What are the benefits of making them consistent?
  17. 17. John Denny: NAP is Fundamental to Rankings http://johnhdenny.com/451/nap-is-fundamental-to-rankings His client had moved multiple times and had changed phone number multiple times. After citation cleanup: “they’ve gone from not showing up in the search results for any of their keywords to a #1 position for two and top 3 positions for another 4”
  18. 18. After cleaning up a mess of duplicate listings and incorrect NAP data in the local search eco-system for a client, we were able to take them from nowhere in the local rankings to page 1 local pack rank rankings for most of their target terms. Mary Bowling http://www.marybowling.com/
  19. 19. Our client had recently moved locations, but had never updated their citations. After changing the address in Google themselves, within a couple weeks’ time, they tanked. We started the cleanup in October ’12, in most cases contacting each citation source manually, and by Christmas, their listing went from the back of the bus, back to the front page. Adam Steele http://www.nightlitemedia.com/
  20. 20. CONVINCED? LET’S DO THIS!
  21. 21. STEP 1 Gather all current and inconsistent NAP data
  22. 22. Ask the business about: Business names
  23. 23. Ask the business about: Addresses
  24. 24. Ask the business about: Phone numbers
  25. 25. Ask the business about: Websites
  26. 26. Ask the business about: Other businesses
  27. 27. Also, ask the business for: Existing login information
  28. 28. STEP 2 Find and record all the NAP variations
  29. 29. Step 2 is just a discovery process to find all the NAP variations out there. Don’t start tracking all the citations just yet.
  30. 30. The correct NAP NAP #1 Stratford at Maple Leaf 9001 Lake City Way Ne, Seattle, WA 98115 (206) 729-1200
  31. 31. Listings with different phone numbers Query: “portion_of_business_name” -”phone_number” -”toll_free_number”
  32. 32. Use Linkclump (Chrome) Or Multi Links (FireFox) > Right-click and drag to select a group of links > Release > They’ll all open in new tabs (Hat tip: Ross Hudgens)
  33. 33. Listings with different phone numbers NAP #2 Stratford at Maple Leaf 9001 Lake City Way Ne, Seattle, WA 98115 (866) 344-4946
  34. 34. Listings with different phone numbers NAP #3 Stratford at Maple Leaf 18605 17th Ave NW, Shoreline, WA 98177 (206) 542-4556
  35. 35. Listings with different phone numbers As you discover different numbers, exclude each of them from the query to refine your results “portion_of_business_name” -”phone_number” -”toll_free_number” -”found_number1” -”found_number2”
  36. 36. Listings with same phone & different address Query: “portion_of_business_name” “phone_number” -”portion_of_address”
  37. 37. Listings with same phone & different address NAP #4 Stratford at Maple Leaf 5604 17th Ave NE, Seattle, WA 98105 (206) 729-1200
  38. 38. Like you did with phone numbers, as you discover different addresses, exclude each of them from the query to refine your results “portion_of_business_name” “phone_number” -”portion_of_address” -”portion_of_address2” Listings with same phone & different address
  39. 39. Listings with same phone & different business name Query: “phone_number” -“portion_of_business_name”
  40. 40. NAP #5 Sound Health Management 9001 Lake City Way NE, Seattle, WA 98115 (206) 729-1200 Listings with same phone & different business name
  41. 41. Listings with same phone & different business name Again, as you discover different business name variations, exclude each of them from the query to refine your results “phone_number” -“portion_of_business_name” -“portion_of_business_name2”
  42. 42. NAP #6 Salon Maple Leaf 9001 Lake City Way NE, Seattle, WA 98115 (206) 729-1200 Listings with same phone & different business name
  43. 43. Record each NAP variation in a spreadsheet
  44. 44. STEP 3 Determine which NAP variations need to be fixed
  45. 45. Don’t worry about these kinds of variations Street vs St Northeast vs NE Suite vs Ste Floor vs Flr. 98115-8222 vs 98115 Stratford vs STRATFORD (206) 729-1200 vs 206-729-1200
  46. 46. Google normalizes the address variations it finds around the web Check your normalized address with this tool. It uses the Google Maps API: http://aus-emaps.com/bulk_geocoder.php
  47. 47. These are variations you should worry about Different business name > Same address/phone Different phone > Same name/address Different address > Same name/phone
  48. 48. Go through your NAP variations and note which ones need to be fixed I don’t need to worry about this one
  49. 49. STEP 4 Clean up incorrect data at the most important data sources
  50. 50. Don’t start with the citation sites. They could be getting data from major data providers. Common Situation You click here and update the listing
  51. 51. Don’t start with the citation sites. They could be getting data from major data providers. Common Situation But the site gets a feed from Localeze
  52. 52. Don’t start with the citation sites. They could be getting data from major data providers. Common Situation Two months later the listing shows up on the site again
  53. 53. Public Company Filings Telco & Utility Information NCOA POI Compilation Merchant Submissions Government Sources U.S. Business Database Web Research & RSS Feeds Yellow Pages Content Partner Feedback Address Standardization & Hygiene Phone Verification Standardization of Elements & Duplicate Removal Quality Assurance Don’t even start with the data aggregators, as they receive data feeds as well.
  54. 54. So, here’s your order of operations 1) Government Sources 2) Phone Company 3) Utilities 4) Infogroup 5) Neustar Localeze 6) Acxiom 7) Other Primary Data Providers 8) Dun & Bradstreet 9) Factual 10) The rest of the web (including Yahoo) 11) Google & Bing
  55. 55. Government Sources Many (most?) states have a searchable business registry on the Secretary of State site. Use your list of NAPs and search for all variations of the business info. Contact them to fix any incorrect info.
  56. 56. Phone Company Double check your NAP information on file at the telco that the business deals with. Online billing is a good place to start.
  57. 57. Utilities Double check your NAP information on file at the utilities that the business deals with. Online billing is a good place to start.
  58. 58. Infogroup Go to http://www.expressupdate.com and search for all variations of business info on your NAP list.
  59. 59. Infogroup To edit a listing you’ll need to log in (or create an account) and claim the listing. They will phone verify, so coordinate a time to claim with the business.
  60. 60. Important: add as much info as possible to all the correct listings you find. Use our citation building intake form.
  61. 61. Neustar Localeze Go to http://www.neustarlocaleze.biz and search for all variations of business info on your NAP list. Claim and enhance accurate listings; remove others.
  62. 62. Acxiom Go to https://mybusinesslistingmanager.myacxiom.com/ and search for all variations of business info on your NAP list. Claim and enhance accurate listings; remove others.
  63. 63. Other Primary Data Sources: CityGrid, Superpages, Yellowpages, Yelp Go to the URLs below and search for all variations of the business info on your NAP list. Claim and enhance accurate listings; remove others. They will all phone verify, so coordinate the claims with the business. http://www.citygrid.com/ http://www.supermedia.com/spportal/quickbpflow.do http://www.yellowpages.com https://biz.yelp.com/signup
  64. 64. Dun & Bradstreet Another important and commonly scraped source. Search for listings at http://www.dandb.com/businessdirectory then claim, update, and enhance.
  65. 65. Factual Factual’s location data is used by Apple Maps and a ton of mobile apps (which sometimes publish their listings to the web). It’s a great local data product that’s growing in importance.
  66. 66. Factual Search for listings at: http://www.factual.com/data/t/places If you find any inconsistencies, contact them here to fix: http://www.factual.com/contact?subject=data
  67. 67. What about Yext?
  68. 68. Great for: New businesses that want to build out key citations quickly. Standardizing primary information on some of the key citation sites. Making changes across dozens of citation sites near- instantly. Adding enhanced data to some of your existing citations. Problems: You only enter your existing info to create an account, so they miss many incorrect citations. They sometimes create new listings on the sites leaving existing listings as duplicates. Only 30ish sites (rest are apps) $499 yearly fee When you cancel, the majority of your listings go back to the way they were. [1] [1] http://www.ngsmarketing.com/what-happens-when-canceling-yext/
  69. 69. STEP 5 Find and record all the citations across the rest of the web
  70. 70. https://getlisted.org/static/resources/local-search-data-providers.html Used with permission from David Mihm
  71. 71. Search Google for all accurate and inaccurate NAP variations, but exclude listings that are not a problem. I don’t need to worry about this one
  72. 72. Search for all possible query combinations
  73. 73. Go through every result, determine if it needs to be dealt with, and record the listings in your audit spreadsheet. Hmm…
  74. 74. Put all your queries into a custom report on the Link Prospector
  75. 75. Set the depth to 1000
  76. 76. Load Whitespark’s list of 363 reverse phone lookup sites into the exclusions
  77. 77. Add “site:/intitle” searches for Phil Rozek’s Definitive List of Local Search Citations to find duplicates Press this button
  78. 78. Then go and relax for a while
  79. 79. BEHOLD! Your list de-duped, domain-grouped, PR & DA sortable, with titles and descriptions.
  80. 80. Someone (probably not you) will still need to go through them all and record listings that need attention into a spreadsheet Use our template!
  81. 81. STEP 6 Fix those citations!
  82. 82. Look for update information on each listing that needs to be updated. You're looking for things like: • Update listing/business • Correct listing/business • Modify listing/business • Claim listing/business • Report listing/business • etc
  83. 83. Google can help "update * listing" yellowbook "update listing on yellowbook" "update * business" yellowbook "update business on yellowbook" "claim * listing" yellowbook "claim listing on yellowbook" "claim * business" yellowbook "claim business on yellowbook" "edit * listing" yellowbook "edit listing on yellowbook" "edit * business" yellowbook "edit business on yellowbook"
  84. 84. If they have no claim/edit/update functionality, contact them Great outreach template here: http://www.leanmarketing.ca/the-advanced-guide-for-citation-audits/
  85. 85. Be sure to contact them from an email address on the domain for a MUCH higher success rate
  86. 86. STEP 7 Now, finally, check Google. Sure, Bing too.
  87. 87. Search Google Maps for duplicate listings
  88. 88. Search Map Maker too
  89. 89. Any problems that you can’t fix in the Places Dashboard, fix through Map Maker
  90. 90. Any problems that you can’t fix in Map Maker, get Google to call you! Make sure you’re signed into your Google account. Go here: https://support.google.com/places/contact/c2c_places Fill in the form Click the “call me” button.
  91. 91. Manage your Bing listings here: https://www.bingplaces.com/
  92. 92. I have some resources for you to download, but please don’t share these yet.
  93. 93. bit.ly/citation-audit
  94. 94. bit.ly/citation-audit
  95. 95. Thanks. Any questions? DARREN SHAW darren@whitespark.ca @EdmontonSEO

×