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How Local Directories Can Get Relevant In Search - ADP Innovation Conference 2017

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Observations and approaches for Google SEO for local directories and yellow pages sites with examples from YellowPages.com, Thumbtack.com and more

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How Local Directories Can Get Relevant In Search - ADP Innovation Conference 2017

  1. 1. Andrew Shotland CEO, LOCALSEOGUIDE.COM How Local Directories Can Stay Get Relevant in Search ADP INNOVATION CONFERENCE 09.14.17
  2. 2. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 2
  3. 3. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference DO NO EVIL 3
  4. 4. TL;DR • 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 ADP Innovation Conference 4
  5. 5. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 5
  6. 6. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 6
  7. 7. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 7
  8. 8. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 0 10000 20000 30000 40000 50000 60000 70000 Google Traffic http://web.archive.org/web/20041019000737/http://www.insiderpages.com:80/ 8
  9. 9. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference http://web.archive.org/web/20041214022053/http://www.insiderpages.com:80/ 0 200000 400000 600000 800000 1000000 1200000 Google Traffic 9
  10. 10. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 0 1000000 2000000 3000000 4000000 5000000 6000000 InsiderPages Google Traffic 10
  11. 11. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference “We’re going to redesign the site to better reflect our brand promise and customer journey” 11
  12. 12. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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/ 12
  13. 13. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 13
  14. 14. Where Do Customers Come From? How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 14
  15. 15. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 15
  16. 16. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference DO NO EVIL 16
  17. 17. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 17 Knowledge Panel
  18. 18. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 18 Local Packs
  19. 19. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 19 Images
  20. 20. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 20 Reviews
  21. 21. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 21 Instant Answers/ Related Questions
  22. 22. IYPs Lagging in Key “Content” Features How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 22
  23. 23. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 23
  24. 24. The Best SEO Investment Is Creating a Product That Your Customers Want How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference …and then knowing how to squeeze every last drop of SEO out of it. 24
  25. 25. #1 Google Ranking Factor: Technical SEO How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 25
  26. 26. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 26
  27. 27. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 27
  28. 28. #1 Ranking Factor: Relevance How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 28
  29. 29. You Are Getting Outplayed By Pipsqueaks… How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 29
  30. 30. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference And SEO-Focused Media Sites… 30
  31. 31. And SEO Focused B2B Sites… How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference http://www.localseoguide.com/how-to- update-your-internet-yellow-pages- listings-for-free/ 31
  32. 32. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference Site # of Articles Avvo 15,000+ Angies List 12,000+ Home Advisor 2,000+ Manta 1,000+ 32
  33. 33. #1 Ranking Factor: Authority (aka Links) How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference Source: Majestic.com referring domains to Thumbtack.com 33
  34. 34. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference https://www.thumbtack.com/tx/dallas/#/2016/1 34
  35. 35. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 35
  36. 36. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 36
  37. 37. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 37
  38. 38. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 38
  39. 39. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 39
  40. 40. #1 Ranking Factor: Content Optimization How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 40
  41. 41. Rewriting Product Descriptions How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference “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 41
  42. 42. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference http://www.myyp.com/Uniondale,NY/Taxi-Latino-of-Long-Island/profile 42
  43. 43. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference http://www.showmelocal.com/profile.aspx?bid=365755 43
  44. 44. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 44 https://www.thumbtack.com/tx/dallas/tree-trimming/
  45. 45. Are Your Titles The Best? How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 45
  46. 46. Are You Selling Me In The SERPs? How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 46
  47. 47. Are You “Near Me”? How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference http://www.localseoguide.com/near-local-seo-ranking-factors/ 47
  48. 48. Need A Lift? How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 48
  49. 49. Are You Fighting For Your Share? How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 49 https://www.yellowpages.com/dall as-tx/bars-showing-the- mayweather-fight-tonight-in- newark-delaware
  50. 50. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 50
  51. 51. Think Outside Your Box How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 51
  52. 52. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference •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 52
  53. 53. Think Outside Your Local Box How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 53
  54. 54. Things To Do… How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 54 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!
  55. 55. SEO Is Always The Lowest Priority… Until It’s Not. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 0 1000000 2000000 3000000 4000000 5000000 6000000 55
  56. 56. Thank You! How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference Andrew@localseoguide.com https://twitter.com/localseoguide http://www.localseoguide.com/contact/ PRESENTATION AVAILABLE AT http://www.localseoguide.com/adp2017 56

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