Internet directories faced challenges as search engines like Google grew in popularity and changed their algorithms. This led to declining traffic, sales, and margins for many directory publishers. However, directory citations remain an important local search ranking factor. The document outlines the launch of a new directory platform called MakeItLocal that aims to help publishers capitalize on digital advertising opportunities by following best practices and offering various products and services to help businesses manage their online visibility and analytics.

1. Turning the “Page On” for Directories!
February 2016

2. There was a time…
When traditional media publishers were “fat and happy”
 Double digit top line advertising revenue growth Y/Y with healthy margins
 Robust product usage
 Strong ROI for advertisers
But eventually time and innovation changed everything
 Growth of Internet created new “web-mobile-social” marketing mediums
 Consumer shopping patterns were greatly impacted by digital innovation
 New ad opportunities arose, but it just hasn’t been enough for many publishers,
broadcasters and news media organizations to stay afloat

3. Publishers Learned to Befriend Search Engines
The 800 lb. gorillas in local search
 Over 11 billion Google desktop searches monthly
 Google has 90% of all mobile search which is now
greater than desktop
 Google Search is 4th most popular mobile app > 3
billion downloads
 Google Maps > 1 billion downloads

4. But Not Everybody Played Nicely
Many Companies Gamed the System

5. Search Engines Clamped Down to Improve UX
Panda, Penguin, Pigeon and Hummingbird Search Algorithm Updates
No More Cloaking and Redirection, Invisible Text, Paid Linking, Keyword Stuffing, Duplicate Anchor Text, Link Building
Schemes, Paid Links, Link Exchanges, Link Farms, Poor or Duplicate Content, Guest Blogs to gain an upper hand.

6. Internet Yellow Pages* Took a Big Hit
Few Sites Have Ever Recovered
Product Usage Decreased
 IYP’s lost page rank in local search results
o Search algorithm updates impacted directory performance
o Bad URL structures impacted visibility
Internet Directory Sales Plummeted
 IYP’s perceived value was lower (less visibility and site traffic)
 Sales reps confidence eroded
Operating Margins Shrunk
 IYP costs no longer aligned with revenue
 Better solutions needed
Publishers Shifted Towards Services
 Publishers have become Digital Agencies
* For better product positioning, we now refer to IYPs as Internet Business Directories

7. What’s Old is New! A Cause for Optimism
Directory Citations are now widely considered to be one of the most important
page ranking factors in local search!
https://moz.com/local-search-ranking-factors
4 Steps for Managing Local SEO citation audit process
http://tinyurl.com/o6kdeaz
1. Gather all current and previous business information,
especially old phone numbers and addresses.
2. Make a list of all priority directories to review.
3. Create, or locate existing directory listings.
4. Fix any outdated business information and be sure to remove
duplicate listings.

8. To Close the Visibility Gap, Internet Business
Directories Must Follow the Rules
 Internet Directories have to meet webmaster guidelines for
speed, mobility, security; proper URL structure, page titles,
tags, meta and schema to perform at the highest level!
And please no
more skimpy
content!

9. Benchmarking Industry Leaders
www.manta.com
 Manta publishes information about businesses in an online directory that is collected from the businesses or
from third-party publishers. Manta offers Premium Business Listings as a paid service. A credit card is required
to set-up the Premium Business Listing for the Monthly or annual period.
SMB

10. Following Webmaster Guidelines and Industry
Best Practices Can Earn Better Results
BRAND SEARCH COMPANY SEARCH PRODUCT SEARCH

11. Shrewd Internet Directory Platform Debuts
Search Rochester, NY and 18+ markets in the southeast to see it in action now!
 Rolling out to all other parts of the U.S.--over 380 more MSA’s--in 1Q 2016
STATES MARKETS
Arkansas Bismarck, AR
Georgia Leslie, GA
Hartwell, GA
Metter, GA
Newington, GA
Mississippi Meadville, MS
North Carolina Brevard, NC
Oklahoma Guymon, OK
South Carolina Abbeville, SC
Gilbert, SC
STATES MARKETS
South Carolina Harleyville, SC
Jefferson, SC
Lancaster, SC
Laurens, SC
Monks Corner, SC
Rock Hill, SC
Walterboro, SC
Tennessee Chapel Hill, TN
Virginia Gate City, VA

12. MakeitLocal.com
• Flagship domain of the MakeItLocal Advertising Network
10 year+ domain with high page rank authority
• Hyper local Internet Publishing Platform
Generating local leads for participating agencies/business owners
Industry Solutions for Ad Networks, Lead Generation & E-Commerce
• White Label Directory (Totally Branded for our Partners)
• Proprietary Content Management System is “super” fast, mobile and
secure
Patented Search Application dynamically generates content for business
profiles to create a better user experience, UX

13. Local Business Directories
MSA Home Page
Business owners are allocating a greater
share of their ad budgets to digital
marketing to reach their target markets.
We help publishers capitalize on this
opportunity
Digital Display Banners: Leader boards
Featured Local Advertisers
Market Home Pages

14. Featured Business Listings
Search Results Pages
Search Category Sponsorships
Premium Advertiser Packages
• Platinum
• Gold
• Silver
• Bronze
• Priority Listings

15. Company Profiles
Hyper Local Landing Pages
 Custom Meta Data – Deep Website Links
 Tagline, Logo, Phone
 Address, Map, Directions
 Contact Us Button
 Links to Website, Social Media
 About Us – Categories – Services Provided
 Images – Videos
 Coupons – Menus
 Reviews
 Share It Feature
Business Profile Page

16. Business Development Opportunities
Shrewd Marketing llc (NY) redeveloped MakeItLocal.com as the foundation for a
national advertising network for directory publishers, digital agencies and media
sales organizations
 Internet Platform includes a Full Suite of Digital Media Marketing Products & Services
 Directory advertising, social media management, website development (e-commerce), display retargeting,
PPC
 White label Advertiser business center lets business owners manage web visibility, brand
analytics, reputation intelligence and more
 Business accounts can add/edit listings, upgrade company profiles and sign up for digital
marketing services
 Lead Generation, E-Commerce, Marketing Automation for MakeItLocal Network partners leads to new $$$

17. For More Information, Contact Me
Direct: (202) 681-2635
scott@shrewdmktg.com