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From SMX East 2013 / SearchMarketingExpo.com - Must Have Local Search Tactics - How To Maximize Citations For Local Search Dominance by @DavidMihm #SMX #21D Slide deck from David Mihm of Moz shares top tips and tactics for maximizing your local citations to drive more business from localized search engine results.
Citation preview
HOW TO
MAXIMIZE
CITATIONS FOR
LOCAL SEARCH
DOMINANCE
#
David Mihm
MOZ
@davidmihm
#SMX #21D
October 2, 2013
#
1. Where Citations Fit on Your Roadmap
2. Before You Start…
3. Competitive Citation Research
4. Identifying & Earning Niche Citations
5. Summary
Maximizing Your Citations for Local Search Dominance
Where Citations Fit on Your
Roadmap
What Are Citations?
Why Are They Important?
How Important Are They?
NAP – Name, Address,
Phone number
+W (Website)
What Are Citations?
Citation Examples
Slide Courtesy of Mike Blumenthal
v
Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-204-1297
Barbara Oliver and Co Jewelry5820 Main Street Suite 311Williamsville, NY 14221(716) 204-1297
In a Directory:
In a newspaperarticle or blog post:
Citation Examples
Slide Courtesy of Mike Blumenthal
v
Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 -Williamsville, NY 14221-5776 - (716) 204-1297
Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 -Williamsville, NY
Barbara Oliver and Co Jewelry (716) 204-1297
Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297
Citation Examples
Slide Courtesy of Mike Blumenthal
Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 -Williamsville, NY 14221-5776 - (716) 204-1297
Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 -Williamsville, NY
Barbara Oliver and Co Jewelry (716) 204-1297
Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297
v
Barbara Oliver and Co. Jewelry, call (716) 204-1297 for an appointment with Buffalo's best jeweler
Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311-Williamsville, NY 14221, your source for custom jewelry in Buffalo
Why Are Citations Important?
http://moz.com/blog/evolution-of-the-local-
algorithm-whiteboard-friday
Why Are Citations Important?
BRAND
WEBSITE LOCATION
Store Locator,
Site Architecture
Google Plus
Authorship, Publisher
CITATIONS!!!!
Why Are Citations Important?
Why Are Citations Important?
Why Are Citations Important?
How Important Are Citations?
Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
How Important Are Citations?
Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
Citation-related signals
How Important Are Citations?
Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com
Before You Start…
Establishing Your Canonical Location(s)
External Citation Criteria
Establishing Your Canonical Location(s): Store Locators
Good Store Locator: NewSeasonsMarket.com
Establishing Your Canonical Location(s): Location Pages
Establishing Your Canonical Location(s): KML Files
GeoSitemapGenerator.com
Yourdomain.com/locations.kml
Baseline External Citations
Baseline External Citations
Baseline External Citations
Baseline External Citations
Baseline External Citations
Infogroup (expressupdateusa.com)
Localeze (neustarlocaleze.biz)
Acxiom (mybusinesslistingmanager.com)
Factual (factual.com)
Tier One Data Providers
Bing Places
Yahoo! Local
(Local newspaper online directory)
(Local radio station online directory)
(Local TV station online directory)
(Local Chamber online directory)
Better Business Bureau
Superpages
Yelp
Local.com
DexKnows
Citysearch
nSphere
Hotfrog
Yellow Pages
YellowBook
Insider Pages
Kudzu
Manta
MojoPages
YellowBot
MerchantCircle
Foursquare
Tier Two Citation Sources
External Citation Criteria
CONSISTENCY- Authority
- Vertically-relevant
- Geographically-relevant
- External Title Tags & “Location Prominence”
Citation Audit: GetListed.org
Now with Acxiom
and Factual!
Competitive Citation
Research
Be Where Your Competitors Are
Be Where Google Expects Companies Like Yours to Be
Be Where Your Competitors Are
Be Where Your Competitors Are
Be Where Your Competitors Are
Be Where Your Competitors Are: Special Cases
Be Where Your Competitors Are: Special Cases
Be Where Your Competitors Are: Special Cases
Be Where Your Competitors Are: Special Cases
Be Where Google Expects Companies Like Yours to Be
Be Where Google Expects Companies Like Yours to Be
Be Where Google Expects Companies Like Yours to Be
Be Where Google Expects Companies Like Yours to Be
Highly trusted
industry / local sources
https://www.google.com/#q=sporting+goods+portland&start=1
Be Where Google Expects Companies Like Yours to Be
Analyze representative market geographies
and sizes
(Or just top 30 markets from DMA analysis)
Look at BOTH Place Page citations AND
organic results
--Google is obfuscating Place Page citations
more than ever.
Be Where Google Expects Companies Like Yours to Be
Be Where Google Expects Companies Like Yours to Be
https://getlisted.org/static/resources/local-citations-by-city.html
Be Where Google Expects Companies Like Yours to Be
https://getlisted.org/static/resources/local-citations-by-category.html
Identifying & Earning
Niche Citations
Competitive Overlap
“Easy” But Under-utilized
Niche Citations
CAN be the
differentiating factor
(especially for SMB’s)
Niche Citations: MozBar / Whitespark Analysis
Niche Citations: Use a Custom Search Engine
Niche Citations: Use a Custom Search Engine
Niche Citations: Use a Custom Search Engine
Niche Citations: Use a Custom Search Engine
“Easy” But Under-utilized: Business Registrations
http://egov.sos.state.or.us/br/pkg_web_name_srch_inq.show_detl?p_b
e_rsn=1428853&p_srce=BR_INQ&p_print=FALSE
“Easy” But Under-utilized: Schools
“Easy” But Under-utilized: Promoting Classes
“Easy” But Under-utilized: Hosting Events
“Easy” But Under-utilized: Hosting Events
“Easy” But Under-utilized: Job Listings
“Easy” But Under-utilized: Discounts
“Easy” But Under-utilized: Discounts
“Easy” But Under-utilized: Discounts
In Summary…
Your Citation Roadmap
On-SiteOptimization
Store locator
Location pages
KML file
Your Citation Roadmap
PrimaryCitations
GetListed audit
Data aggregators
Tier Two IYPs
On-SiteOptimization
Store locator
Location pages
KML file
Your Citation Roadmap
CompetitiveCoverage
MozBar/Whitesparkon 7-pack comp.
Centroid analysis
Organic analysis
PrimaryCitations
GetListed audit
Data aggregators
Tier Two IYPs
On-SiteOptimization
Store locator
Location pages
KML file
Your Citation Roadmap
NicheAcquisition
CSE’s
Business reg.
Schools
Classes
Events
Job listings
Discounts
CompetitiveCoverage
MozBar/Whitesparkon 7-pack comp.
Centroid analysis
Organic analysis
PrimaryCitations
GetListed audit
Data aggregators
Tier Two IYPs
On-SiteOptimization
Store locator
Location pages
KML file
Your Citation Roadmap
NicheAcquisition
CSE’s
Business reg.
Schools
Classes
Events
Job listings
Discounts
CompetitiveCoverage
MozBar/Whitesparkon 7-pack comp.
Centroid analysis
Organic analysis
PrimaryCitations
GetListed audit
Data aggregators
Tier Two IYPs
On-SiteOptimization
Store locator
Location pages
KML file
Bonus Tip: Turning Citations
into Link-Citations
Turning Citations into Link-Citations
“Who is mentioning me but not linking to me?”
Turning Citations into Link-Citations
“Who is mentioning me but not linking to me?”
This doesn’t work
Turning Citations into Link-Citations
Hat tip:
Turning Citations into Link-Citations
moz.com/blog
davidm@moz.com
@davidmihm
http://www.slideshare.net/SearchMarketingExpo
#
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