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Andrew shotland almsa innovation presentation 103017

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My presentation for the ALSMA 2017 Innovations conference in Siem Reap Cambodia on SEO for yellow pages sites

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Andrew shotland almsa innovation presentation 103017

  1. 1. Andrew Shotland CEO, LOCALSEOGUIDE.COM How Local Directories Can Stay Get Relevant in Search ALSMA CONFERENCE CAMBODIA 30.10.2017
  2. 2. Agenda • How To Maintain & Grow Organic Traffic • Relevance • Authority • Testing & Tweaking • Thinking Outside of Your Website • #1 Google Ranking Factor How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 2
  3. 3. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 3
  4. 4. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia http://web.archive.org/web/20040606030011/http://www.insiderpages.com:80/ 0 500 1000 1500 2000 2500 3000 3500 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Google Traffic 4
  5. 5. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia http://web.archive.org/web/20040725020810/http://www.insiderpages.com:80/ 0 5000 10000 15000 20000 25000 30000 35000 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Jul-04 Google Traffic 5
  6. 6. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 0 10000 20000 30000 40000 50000 60000 70000 Google Traffic http://web.archive.org/web/20041019000737/http://www.insiderpages.com:80/ 6
  7. 7. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia http://web.archive.org/web/20041214022053/http://www.insiderpages.com:80/ 0 200000 400000 600000 800000 1000000 1200000 Google Traffic 7
  8. 8. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 0 1000000 2000000 3000000 4000000 5000000 6000000 InsiderPages Google Traffic 8
  9. 9. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia “We’re going to redesign the site to better reflect our brand promise and customer journey” 9
  10. 10. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 0 1000000 2000000 3000000 4000000 5000000 6000000 Jan-04 Mar-04 May-04 Jul-04 Sep-04 Nov-04 Jan-05 Mar-05 May-05 Jul-05 Sep-05 Nov-05 Jan-06 Mar-06 May-06 Jul-06 Google Traffic http://web.archive.org/web/20170622144022/http://www.insiderpages.com/ 10
  11. 11. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 11
  12. 12. Where Do Customers Come From? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia Channel Fortune 500 “Brands” “Who?” Media “Who?” eCommerce SEO 41% 77% 20% Direct 33% 12% 16% Paid 14% 5% 46% Email 11% 4% 17% Social 1% 2% 1% Source: LocalSEOGuide.com Channel Study 2017 12
  13. 13. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia Channel Fortune 500 “Brands” “Who?” Media “Who?” eCommerce SEO $ $$ $$ Direct $$$$ $ $$ Paid $$$$ $$$$ $$$$ Email $$$$ $$$$ $$$$ Social $$$ $$$ $$ So Where Do We Invest? Source: LocalSEOGuide.com Conversations w Cheap Clients 2006-2017 13
  14. 14. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia DO NO EVIL 14
  15. 15. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 15 Knowledge Panel
  16. 16. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 16 Local Packs
  17. 17. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 17 Images
  18. 18. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 18 Reviews
  19. 19. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 19 Instant Answers/ Related Questions
  20. 20. IYPs Lagging in Key “Content” Features How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia SERP Feature Top 5 Local Directories Average* MozCast (All Sites)** Knowledge Panel 47% 51% Local Packs 26% 22% Reviews 22% (14% w/o Yelp) 37% Images 15% 18% Instant Answers/Related Questions 2% 26% *Source: SEMRush SERP Features for Yellowpages.com, Yelp.com, Mapquest.com, Superpages.com & Manta.com **Source: Mozcast SERP Feature History 20
  21. 21. The Best SEO Investment Is Creating a Product That Your Customers Want How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia …and then knowing how to squeeze every last drop of SEO out of it. 21
  22. 22. #1 Google Ranking Factor: Technical SEO How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 22
  23. 23. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 23
  24. 24. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 24
  25. 25. #1 Ranking Factor: Relevance How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 25
  26. 26. Anybody Can Win… How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 26
  27. 27. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia SEO-Focused Media Sites Are Advantaged… 27
  28. 28. And SEO Focused B2B Sites… How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia http://www.localseoguide.com/how-to- update-your-internet-yellow-pages- listings-for-free/ 28
  29. 29. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia Site # of Articles Avvo 15,000+ Angies List 12,000+ Home Advisor 2,000+ Manta 1,000+ 29
  30. 30. #1 Ranking Factor: Authority (aka Links) How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia Source: Majestic.com referring domains to Thumbtack.com 30
  31. 31. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia https://www.thumbtack.com/tx/dallas/#/2016/1 31
  32. 32. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 32
  33. 33. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 33
  34. 34. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 34
  35. 35. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 35
  36. 36. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 36
  37. 37. #1 Ranking Factor: Content Optimization How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 37
  38. 38. Rewriting Product Descriptions How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia “The primary SEO lift comes from adding to a non-existent description and enriching a poor description. The average lift is 15%. High ~30%, low ~3%, depending on type of content and demand.” -Former Head of SEO, Walmart.com 38
  39. 39. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia http://www.myyp.com/Uniondale,NY/Taxi-Latino-of-Long-Island/profile 39
  40. 40. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia http://www.showmelocal.com/profile.aspx?bid=365755 40
  41. 41. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 41 https://www.thumbtack.com/tx/dallas/tree-trimming/
  42. 42. Are Your Titles “The Best”? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 42
  43. 43. Are You Selling In Search Results? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 43
  44. 44. Are You “Near Me”? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia http://www.localseoguide.com/near-local-seo-ranking-factors/ 44
  45. 45. Need A Lift? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 45
  46. 46. Are You Fighting For Your Share? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 46 https://www.yellowpages.com/dall as-tx/bars-showing-the- mayweather-fight-tonight-in- newark-delaware
  47. 47. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 47
  48. 48. Think Outside Your Box How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 48
  49. 49. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia •Book luxury hotels on JetSetter •See expert hotel photos on Oyster.com •Book the best restaurants with TheFork •Book tours and attraction tickets on Viator •Read cruise reviews on Cruise Critic •Read travel guides at SmarterTravel •Get airline seating charts on Seat Guru •Find airfare deals at Airfarewatchdog •Find vacation rentals on FlipKey •Search for holiday rentals on Holiday Lettings •Find a vacation home on Vacation Home Rentals •Plan a family vacation on Family Vacation Critic 49
  50. 50. Think Outside Your Local Box How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 50
  51. 51. Things To Do… How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 51 1. Get Attention 2. Answer Questions 3. Understand What Your Customers (Consumers and Advertisers) Are Searching For 4. Always Be Testing & Tweaking 5. Don’t Just Rely On a Single Website, or a Single SEO Tactic 6. Go Responsive!
  52. 52. SEO Is Always The Lowest Priority… Until It’s Not. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 0 1000000 2000000 3000000 4000000 5000000 6000000 52
  53. 53. Thank You! How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia Andrew@localseoguide.com https://twitter.com/localseoguide http://www.localseoguide.com/contact/ PRESENTATION AVAILABLE AT http://www.localseoguide.com/alsma2017 53

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