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Data Aggregator
Study
@DarrenShaw_
@DarrenShaw_ +DarrenShaw
http://blumenthals.com/blog/2012/09/26/infographic-citations-time-to-live/
CitationsTime to Live – Created by Mike
Blumenthal and David Mihm in 2012
@DarrenShaw_ +DarrenShaw
I wanted to find out
what actually happens
when you submit a new
business to the primary
data aggregators
How long does it take
for citations to appear
across their distribution
networks?
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
How many citations
show up compared to
their reported
distribution network?
How long does it take for
Google to automatically
create a listing for the
business?
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Can a business rank
in local search simply
by getting listed in the
data aggregators?
Can a business get any
search traffic or actual
customer calls simply by
getting listed in the data
aggregators?
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
I set out to test distribution through these
providers
@DarrenShaw_ +DarrenShaw
I created 7 new businesses
Addresses were selected from a business area in Fresno,
CA, to keep them all within a similar centroid.
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Local phone numbers were created through Call
Rail
@DarrenShaw_ +DarrenShaw
I even registered domains and created websites
@DarrenShaw_ +DarrenShaw
We submitted the businesses on October 5th
Infogroup Localeze Acxiom Factual
Moz Local Yext Whitespark
ForWhitespark submissions, Nyagoslav manually created
listings on ourTop 50 list
@DarrenShaw_ +DarrenShaw
http://www.whitespark.ca/top-local-citation-sources-by-country
And then I set up
tracking for
everything I could
think of
@DarrenShaw_
@DarrenShaw_ +DarrenShaw
Daily citation monitoring in the Local Citation Finder
@DarrenShaw_ +DarrenShaw
Daily rank tracking in Whitespark’s Local RankTracker
@DarrenShaw_ +DarrenShaw
Call tracking and recording in Call Rail
@DarrenShaw_ +DarrenShaw
WebsiteTraffic in Google Analytics
@DarrenShaw_ +DarrenShaw
Additional website data in Google Search Console
It has been just over 4
months since
submitting.
Here’s what happened
@DarrenShaw_
@DarrenShaw_ +DarrenShaw
Citation Growth
@DarrenShaw_ +DarrenShaw
Infogroup
Citation Growth
@DarrenShaw_ +DarrenShaw
Infogroup
Citation Growth
@DarrenShaw_ +DarrenShaw
Infogroup
Rankings
@DarrenShaw_ +DarrenShaw
Infogroup
Call Tracking
@DarrenShaw_ +DarrenShaw
Infogroup
Analytics - Referrals
@DarrenShaw_ +DarrenShaw
Infogroup
(the other referrals are all spam)
Analytics –Traffic from Google
@DarrenShaw_ +DarrenShaw
Infogroup
Google Search Console
@DarrenShaw_ +DarrenShaw
Infogroup
Google Search Console
@DarrenShaw_ +DarrenShaw
Infogroup
Summary
@DarrenShaw_ +DarrenShaw
Infogroup
Total Indexed Citations 10
Bing Local Avg Rank 40.1
Google Organic Avg Rank 50.8
Customer Calls 3
Google Traffic 24
Search Console Clicks 1
Search Console Impressions 192
Search Console Avg Position 58.5
Search Console Linking Domains 4
@DarrenShaw_ +DarrenShaw
Citation Growth
@DarrenShaw_ +DarrenShaw
Localeze
Citation Growth
@DarrenShaw_ +DarrenShaw
Localeze
Summary
@DarrenShaw_ +DarrenShaw
Localeze
Total Indexed Citations 4
Bing Local Avg Rank 0
Google Organic Avg Rank 52
Customer Calls 0
Google Traffic 13
Search Console Clicks 0
Search Console Impressions 0
Search Console Avg Position 0
Search Console Linking Domains 0
@DarrenShaw_ +DarrenShaw
Citation Growth
@DarrenShaw_ +DarrenShaw
Acxiom
usplaces.com
Summary
@DarrenShaw_ +DarrenShaw
Acxiom
Total Indexed Citations 1
Bing Local Avg Rank 0
Google Organic Avg Rank 0
Customer Calls 0
Google Traffic 5
Search Console Clicks 0
Search Console Impressions 0
Search Console Avg Position 0
Search Console Linking Domains 0
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Summary
@DarrenShaw_ +DarrenShaw
Factual
Total Indexed Citations 0
Bing Local Avg Rank 0
Google Organic Avg Rank 0
Customer Calls 0
Google Traffic 0
Search Console Clicks 0
Search Console Impressions 0
Search Console Avg Position 0
Search Console Linking Domains 0
Factual needs third party verification
@DarrenShaw_ +DarrenShaw
Factual
These Factual listings are all live
@DarrenShaw_ +DarrenShaw
Factual
Yext Moz Local Whitespark
@DarrenShaw_ +DarrenShaw
Citation GrowthMoz
Local
@DarrenShaw_ +DarrenShaw
Citation GrowthMoz
Local
@DarrenShaw_ +DarrenShaw
SummaryMoz
Local
@DarrenShaw_ +DarrenShaw
Total Indexed Citations 13
Bing Local Avg Rank 0
Google Organic Avg Rank 0
Customer Calls 1
Google Traffic 2
Search Console Clicks 0
Search Console Impressions 44
Search Console Avg Position 50.3
Search Console Linking Domains 4
@DarrenShaw_ +DarrenShaw
Citation GrowthYext
@DarrenShaw_ +DarrenShaw
Citation GrowthYext
20 of theYext
citations are part
of a network of
newspaper sites.
@DarrenShaw_ +DarrenShaw
Citation GrowthYext
@DarrenShaw_ +DarrenShaw
With newspaper sites removedYext
@DarrenShaw_ +DarrenShaw
Citation GrowthYext
@DarrenShaw_ +DarrenShaw
SinceYext has direct API access to its
network, we’d expect to find more
than 24 citations indexed.
Checking for indexedYext citationsYext
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
IndexedYext citationsYext
@DarrenShaw_ +DarrenShaw
Indexed Not Indexed Apps/Nav
Allonesearch
AmericanTowns.Com
Bing
ChamberofCommerce.Com
Citysquares
Credibility Review
Cylex
Dexknows
Ezlocal
Getfave
Golocal 24/7
Ibegin
Local Pages
Local.com
Mapquest
N49
Opendi
Show Me Local
Superpages
Topix
Tupalo
Uscity.Net
VoteforThebest
Whitepages
Yahoo!
Yalwa
Yasabe
Yellow Pages Goes Green
Yellowise
YellowpageCity.Com
Yelp
YP
2Findlocal
411.Com
8Coupons
Ablocal
Bizwiki
Brownbook.Net
Citysearch
Credibility.Com
Elocal
Facebook
Factual
Foursquare
Iglobal
Insider Pages
Local Database
Local Stack
Merchant Circle
My Local Services
Pointcom
Switchboard
The Internet Chamber Of Commerce
Whereto
Yellowmoxie
Airyell
Apple
Citymaps
Copilot
Navmii
Soleo
Telenav
Tomtom
White & Yellow Pages
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Total Indexed Citations 24
Bing Local Avg Rank 33
Google Organic Avg Rank 45.5
Customer Calls 2
Google Traffic 24
Search Console Clicks 0
Search Console Impressions 208
Search Console Avg Position 69.2
Search Console Linking Domains 14
SummaryYext
@DarrenShaw_ +DarrenShaw
Total Indexed Citations 24
Bing Local Avg Rank 33
Google Organic Avg Rank 45.5
Customer Calls 2
Google Traffic 24
Search Console Clicks 0
Search Console Impressions 208
Search Console Avg Position 69.2
Search Console Linking Domains 14
SummaryYext
Total citations
before I did the
more thorough
indexation check.
@DarrenShaw_ +DarrenShaw
(manual citation building)
Citation GrowthWhitespar
k
@DarrenShaw_ +DarrenShaw
Citation GrowthWhitespar
k
@DarrenShaw_ +DarrenShaw
Newspaper sites removedWhitespar
k
@DarrenShaw_ +DarrenShaw
SummaryWhitespar
k
@DarrenShaw_ +DarrenShaw
Total Indexed Citations 49
Bing Local Avg Rank 33
Google Organic Avg Rank 49.7
Customer Calls 2
Google Traffic 27
Search Console Clicks 2
Search Console Impressions 207
Search Console Avg Position 67.9
Search Console Linking Domains 12
Combined Data
Overview
@DarrenShaw_
@DarrenShaw_ +DarrenShaw
Total Indexed Citations
Bing Local Avg Rank
Google Organic Avg Rank
Customer Calls
Google Traffic
Search Console Clicks
Search Console Impressions
Search Console Avg Position
Search Console Linking Domains
10
40.1
50.8
3
24
1
192
58.5
4
4
0
52
0
13
0
0
0
0
1
0
0
0
5
0
0
0
0
0
0
0
0
0
0
0
0
0
13
0
0
1
2
0
44
50.3
4
24
33.0
45.5
2
24
0
208
69.2
14
49
33.0
49.7
2
27
2
207
67.9
12
Infogroup Localeze Acxiom Factual Moz Local Yext Whitespark
Observations
And
Insights
@DarrenShaw_
Localeze, Acxiom, and
Factual take longer
than 4 months to
distribute.
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Citations alone won’t
have much of an
impact on rankings.
No surprise.
Rankings mostly
appeared within the
first 6 weeks, then
tapered off.
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Building citations manually
is more effective and half
the cost of the 1st year of
Yext.
@DarrenShaw_ +DarrenShaw
Total Indexed Citations
Bing Local Avg Rank
Google Organic Avg Rank
Customer Calls
Google Traffic
Search Console Clicks
Search Console Impressions
Search Console Avg Position
Search Console Linking Domains
Cost
Yext Whitespark
24
33.0
45.5
2
24
0
208
69.2
14
$499
49
33.0
49.7
2
27
2
207
67.9
12
$250
Recurring every year One time
@DarrenShaw_ +DarrenShaw
This only applies to building citations for
a brand new business.This study didn’t
look at citation audit and cleanup.
No Google listings have
appeared for any of the
businesses in the study.
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Yellowpages.com is one of
the first citations to appear in
the LCF and one of the first
URLs to appear in Search
Console.
@DarrenShaw_ +DarrenShaw
It will be interesting to see how this
continues to develop, especially with the
data aggregators. Stay tuned…
@DarrenShaw_ +DarrenShaw
Huge thank you
to:Nyagoslav Zhekov
Mike Blumenthal
Andrew Shotland
@DarrenShaw_ +DarrenShaw
So what’s my
recommendation
for a *new*
business?
Use Moz Local to get
coverage on the data
aggregators.
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Manually build
citations, or use a
manual service, for
the remaining top 50
sites.
Build additional citations
on prominent industry
specific and city specific
citation sites.
@DarrenShaw_ +DarrenShaw
Best Citations
By
Category and City
Update for 2016
@DarrenShaw_
@DarrenShaw_ +DarrenShaw
Research completed with David Mihm in 2012
https://moz.com/learn/local/citations-by-category
If a site ranks well in Google for many
different search terms in a specific
industry, it must be relevant and
authoritative for those terms.
@DarrenShaw_ +DarrenShaw
Search for local terms, and count
the occurrences of business listing
sites in the organic results.
Research
Methodology
@DarrenShaw_ +DarrenShaw
Seattle Met
Opencare
Yelp
@DarrenShaw_ +DarrenShaw
For each category, we
search multiple terms.
@DarrenShaw_ +DarrenShaw
accountants
accounting
accounting services
tax preparation
tax return preparation
accounting firms
accounting companies
Example:
Accountants
@DarrenShaw_ +DarrenShaw
We run these queries in hundreds of
cities, and combine all results to find
the most frequently occurring sites
in the organic results.
@DarrenShaw_ +DarrenShaw
@DarrenShaw_ +DarrenShaw
Improvements
for 2016
Including more countries
- USA
- Canada
- UK
- Australia
@DarrenShaw_ +DarrenShaw
Excluding brands and
other sites you can’t
really get listed on
@DarrenShaw_ +DarrenShaw
Giving you more data
2012: top 10 sites
2016: top 20 sites
@DarrenShaw_ +DarrenShaw
You can get all the data here:
bit.ly/best-citations
@DarrenShaw_ +DarrenShaw
Observations
And
Insights
@DarrenShaw_
@DarrenShaw_ +DarrenShaw
Multi-location brands
that are killing it in their
industry
@DarrenShaw_ +DarrenShaw
Plumbing:
Accounting:
Assisted Living:
Auto Repair:
Car Rental:
Carpet Cleaning:
Dentistry:
Flowers:
Rotorooter
Liberty tax
Brookdale
Firestone Auto Care
Enterprise
Stanley Steemer
Aspen Dental
Troys Florist
These would make good competitive analysis case studies
x
@DarrenShaw_ +DarrenShaw
Sites that are LESS
prominent now than
they were in 2012
@DarrenShaw_ +DarrenShaw
Number of times these sites appeared in
the Best 10 Citations by Category in the U.S.
@DarrenShaw_ +DarrenShaw
Sites that are MORE
prominent now than
they were in 2012
@DarrenShaw_ +DarrenShaw
Number of times these sites appeared in
the Best 10 Citations by Category in the U.S.
@DarrenShaw_ +DarrenShaw
Up and coming citation
sites that you should
probably get listed on
@DarrenShaw_ +DarrenShaw
bit.ly/1mInSY7
bit.ly/1QmLgC0
bit.ly/1Q2bxK7
bit.ly/1VokayR
Moz Local 2016 - Darren Shaw - Citation Investigation!

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Moz Local 2016 - Darren Shaw - Citation Investigation!

Editor's Notes

  1. And speaking of prominent industry and city citations, we have new data for you.
  2. Popped up on Bing Local for a few days at the end of October, and a couple of appearances in organic results on page 4.
  3. Since I only performed the additional indexation check on Yext, and not on the others, for a fair comparison with the others, I am using the original citation count.
  4. And speaking of prominent industry and city citations, we have new data for you.