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Why Don't Maps Come With Directions? By Andrew Shotland

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Local Listings: Putting Your Business On The Virtual Map. PRESENTATION: Why Don't Maps Come With Directions? - Given by Andrew Shotland, @localseoguide - Local SEO Guide, President. #SMX #13C

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Why Don't Maps Come With Directions? By Andrew Shotland

  1. 1. #SMX #13C @localseoguide What We Learned By Rubbernecking Past A Lot of Wrecks… Why Don’t Maps Come With Directions? Andrew Shotland
  2. 2. #SMX #13C @localseoguide Obligatory “We Have Done SEO For A Lot of Cool Clients” Slide
  3. 3. #SMX #13C @localseoguide What Are Maps Made Of? POI Data ~10% GeoSpatial Data ~90% Algorithms ~ ?
  4. 4. #SMX #13C @localseoguide What Is POI Data? + “Amplifiers” (thanks Gib!)
  5. 5. #SMX #13C @localseoguide What Is GeoSpatial Data? The Representation of an Object on Planet Earth (or elsewhere) in Numerical Values: - Location - Size - Shape
  6. 6. #SMX #13C @localseoguide What Is This?
  7. 7. #SMX #13C @localseoguide What Is This?
  8. 8. #SMX #13C @localseoguide This Metal Company Serves Hard Liquor POI BRAND Issues
  9. 9. #SMX #13C @localseoguide Search Is Going Maptastic POI BRAND Issues
  10. 10. #SMX #13C @localseoguide Local = The Path of Least Resistance! POI BRAND Issues
  11. 11. #SMX #13C @localseoguide Claim Your Profiles or Someone Else Will POI BRAND Issues
  12. 12. #SMX #13C @localseoguide Claim Your Profiles or Google Will POI BRAND Issues
  13. 13. #SMX #13C @localseoguide It Takes a High IQ to Avoid a Stray HQ POI BRAND Issues
  14. 14. #SMX #13C @localseoguide Think Apple Maps Stinks? Station Break! Strategy Issues “Over 2.5 million updates to Apple Maps data” – Eddy Cue http://9to5mac.com/2015/12/07/apple-maps-usage-numbers/ http://applemapsmarketing.com/2015/06/61-of-u-s-iphone-owners-use-apple-maps-comscore/
  15. 15. #SMX #13C @localseoguide Search Different… Station Break! Strategy Issues
  16. 16. #SMX #13C @localseoguide Voice Search Is Your Frenemy BRAND Issues
  17. 17. #SMX #13C @localseoguide BRAND Issues A Picture Is Worth A Thousand Lost Reservations
  18. 18. #SMX #13C @localseoguide The Mysterious Case of DC Nine Nightclub GeoSpatial Oh Yeah, I Meant BRAND Issues Query = 1940 but Pin at 1942 https://www.tomtom.com/mapshare/tools/   https://mapsconnect.apple.com/   http://www.openstreetmap.org/         Non  U.S.?    Check  http://gspe21.ls.apple.com/html/attribution-­‐15.html  for  geospatial  &  business  listings  sources.   (Warning:  Updates  to  new  URL  every  few  months)  
  19. 19. #SMX #13C @localseoguide Patience, Grasshopper, Patience… BRAND Issues
  20. 20. #SMX #13C @localseoguide Legacy Business Problems BRAND Issues Moving Locations Changing Phone #s Rebranding Acquisitions Disasters Duplicate Listings
  21. 21. #SMX #13C @localseoguide You Can’t Always Trust Google MapMaker BRAND Issues http://www.localseoguide.com/dont-blink-when-using-google-mapmaker/
  22. 22. #SMX #13C @localseoguide Number of queries containing “near me” or “nearby” have doubled in the past year. How Do You Rank “Near Me” When You Aren’t? Algorithm BRAND Issues
  23. 23. #SMX #13C @localseoguide How Do You Rank “Near Me” When You Aren’t? Algorithm BRAND Issues http://www.tripadvisor.com/Restaurants  
  24. 24. #SMX #13C @localseoguide App Indexing Is Now A Thing Algorithm BRAND Issues Android & iOS Results Based on Combination of Private & Public Indexes Rewards “Traditional” SEO & User Engagement
  25. 25. #SMX #13C @localseoguide c   Keep Your Eyes On The Road & Your Hands Upon The Wheel… Closing Slide That Subtly Reinforces Our BRAND Message Further  Reading   www.localseoguide.com     www.applemapsmarketing.com   http://searchengineland.com/author/andrew-­‐shotland      
  26. 26. #SMX #13C @localseoguide SEE YOU AT THE NEXT #SMX! THANK YOU!

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