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Join Mary Bowling in this Local Search session from Pubcon 2013!
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Data Management for
Local SearchMary Bowling
Small Biz Marketing: www.IgnitorDigital.comBlog: www.MaryBowling.com
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Optimized!
LocalU.org
About Me
IgnitorDigital.com
MaryBowling.com
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Slides and Checklists
http://www.IgnitorDigital.com/DataManagement
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Get This Powerpoint & Checklists Here
NAP Consistency MattersCritical 2013 Local Search Ranking Factor!*
*http://www.davidmihm.com/local-search-ranking-factors.shtml
“Your Places page may be naked. Your website may beg for a mercy killing. You may not have a single customer review. But you still may rank OK…if your NAP is accurate and consistent everywhere it appears on the web. This is do-or-die.” Phil Rosek
“Citations will always be a major factor and can help or seriously hurt a listing if the data is incorrect across the ecosystem.” Mike Ramsey
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
“…I've hardly had a case where the NAP of the business was perfect across the board." Nyagoslav Zhekov
Why Everyone Doesn’t Do It
Don’t understand or believe positive impact
Mini Case Study:
Tracked 8 terms in very competitive niche and location Did not rank in top 50 organically for any of them Did not appear in Local Pack for any of them Best Places ranking #17
After 90 days of proactive data cleansing (no organic work)
Ranked in Local Pack for 6 of the 8 terms Ranked 7 and 8 in Google Places for the other 2
For 8 fat head terms, went from 0 Local Pack listings to 6 in 90 days JUST by scrubbing data
876543210
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Be the One That Does It!
It’s a tough, tough job Some of the battles you have to fight:
Don’t understand the process Can’t just add new, correct listings-must update/delete old
ones Time consuming and frustrating Usually you don’t have logins to modify listings Most require creating and verifying a new account What you need to do is different at nearly every site Takes attention to detail, patience and persistence
Clients/Bosses don’t want to pay for the time it takes People think it’s easy, so they give job to lowest paid workers
When you think you’re done, you’re not –check & recheck
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Data Scrubbing Process
Quick check the extent of data inconsistency* Determine your strategy* Check/update NAP info on ALL websites for that client Gather the information you need Discover inconsistent data and prioritize updates Report duplicates and problems at Google ASAP Correct/submit/report problems at data providers Correct/submit/report problems at Tier 2 directories Correct/submit/report problems at add’l trusted places Wait 45-90 days Recheck and repeat
One way to do it
*TIP: You need this info before pricing a job Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Quick Audit Quick check for data inconsistency
Tools to use: GetListed.org Tool Yext.com Tool Google Places Tool (log in to G)
www.google.com/local/add/g?hl=enUS&gl=US#phonelookup
If you have many locations:Spot check 6-8 in large cities Ask client where problems are Ask client which locations are most
important to business
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Determine Your StrategyHow will you tackle the job?
How many locations involved? How much inconsistency discovered? Budget for submissions? Time by which you NEED to see some results? Is the company planning a move? Will you bite off in chunks or do it all at once? Time, manpower, budget to do manual updates ?* Time to wait for new data to flow through the ecosystem?* Have logins to most of the places where listed?*
*Tip: Once you claim a listing, you have to keep it updated Tip: All of the above helps determine cost and time frame. You can do it fast or you can do it cheap, but not both.
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Discover Inconsistent NAPAsk the business owner!
Business name Business street address Business mailing address Business local phone number w/area code Have you changed phone numbers? (Old numbers?) Do/have you use more than 1 phone number. (All numbers?) Have you moved? (All old addresses?) Have you used call tracking numbers? (All numbers?) Have you used local phone numbers for areas you serve, but where you don’t
have an office, shop or store? (All numbers?) What are the URLs for all of your websites? Have you done internet advertising through a phone/yellow pages company? Have you used more than one business name, including variations? (Names?) What does the sign outside your business say on it? What name, address , phone number are listed in your local phone book? Have you ever used a PO Box, UPS Store, virtual office or employee or friend’s
address for your business? (All addresses?)
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Get the Info You Need, FirstGather info for each location before starting
Business name Business street address Business mailing address Business local phone number w/area code Days and hours of operation, methods of payment List of main services offered List of main products and brands offered Pertinent certifications, education, memberships, licenses, etc Where customers will park ( ex: free adjacent lot, parking garage 1 block) ZipCodes of areas served and/or radius of area served Images (must live on Unique URLs on website)
Logo (square and small 100x100) Storefront (with sign if possible) Staff (headshots and in action performing services) Main products Show people what’s of interest in your niche (wedding cakes, menu
items, hotel lobby, apartment swimming pool, etc.)
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Discover Inconsistent NAP Look!
Check NAP on all websites – correct? in text form? (preferably in local business schema format)
Confusing or conflicting info? Correct it now!
Check address at USPS database https://tools.usps.com/go/ZipLookupAction!input.action
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Discover Inconsistent NAP Use Google
Google Places – search all numbers used www.google.com/local/add/g?hl=enUS&gl=US#phonelookup
Google Maps search – look at Google’s suggestions
Google organic search for name address/phone
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Discover Inconsistent NAP
Use Darren Shaw’s methods
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Get Google search tips and learn ways to use some other tools to help uncover NAP inconsistencyhttp://www.slideshare.net/DistilledSEO/darren-shaw-audit-and-fix-citations-for-local-search-gains
Report Problems at GoogleUse Google Support Options
Report/Edit using Mapmaker Directly from listing
Find answers http://support.google.com/places/bin/answ
er.py?hl=en&answer=176504 Report using trouble shooter
http://productforums.google.com/forum/#!forum/business
Get a call back-talk to support! login to Google account https://support.google.com/business/contac
t/business_c2c
Google Support has improved
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Check Exact Location
Google Map PINs are Critical!Check Map Pin Location(s)
Type full street address into Maps Zoom in on Street View Make sure it’s in the right place Correct, as needed
TIP: You can rarely do this accurately w/o client involvement.TIP: Check Google’s driving directions for accuracy, too.
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Discover Inconsistent NAP
Use tools! GetListed.org – enter business
name(s) and ZipCode(s)
Yext.com – enter business name(s) and phone(s)
Whitespark Citation Finder Tool enter name(s) and phone(s)www.whitespark.ca/local-citation-finder/
Tip: None are 100% - double check
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Discover Inconsistent NAP
Check & Modify or Submit at Data ProvidersUse all methods to check for existing listings for best results InfoGroup http://www.expressupdate.com/search
Localeze http://www.neustarlocaleze.biz/directory/index.aspx
Acxiom https://mybusinesslistingmanager.myacxiom.com/
Universal Business Listing http://search.ubl.org/
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Data Provider Tips Localeze
Support slow More listings in account, harder to manage Can’t always tell if modification incurs a charge or not Defaults listings to auto-renew – change to do not renew
If they lapse, they are still in account and can be renewed UBL
Slow support Data probably not as trusted, but widely distributed Data feeds to Acxiom and InfoGroup
InfoGroup and Acxiom Use these to check for bad/duplicate listings Modify/delete, as needed If data doesn’t match, phone verification is done
Infogroup – they call biz Acxiom – biz calls them from listed phone
TIP: Each requires different formatting & info for bulk uploads Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Data Distribution
From David Mihm : http://moz.com/blog/2013-local-search-ecosystems
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Data Distribution
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
From David Mihm : http://moz.com/blog/2013-local-search-ecosystems
ProcessScrub Your Data Clean – Phase 1Find & Correct Data: Company Website(s), Google Places and Major Data Providers
Check and correct any confusion on company website(s) Use schema coding for NAP
Discover old/bad/duplicate Google Places listings Use Google
Report Google duplicates, near duplicates, listings w/bad info Use Report a problem (takes you into Mapmaker) Use other Google support options
Discover and update/modify bad listings at data providers Use data providers’ tools
If no listing at data provider, add it (paid is better than free)
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Process
Scrub Your Data Clean – Phase 2Update or Submit Listings at Tier 2 Local Directories
Trusted industry Directories Vary by industry – start here: https://getlisted.org/static/resources/local-citations-by-category.html
Trusted Local Directories Vary by location – start here: https://getlisted.org/static/resources/local-citations-by-city.html
Local phone provider – print and online directories Historic providers of business data & still matter Google tends to trust local landline numbers and info associated with them
Bing Business Portal Yahoo Local
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Process
Scrub Your Data Clean – Phase 3Prioritize Updating and Submissions at Other DirectoriesGoogle web search and Whitespark tool
Search for business name/address/phone at Google Look at first 20-30 results to see which listings Google finds most
important Experience will help you to spot the good outliers , scraper
sites and junk sites The more work you do in a niche or location, the easier this gets Don’t bother updating listings on low quality sites - SEOmoz domain
authority provided by Whitespark Tool Eyeball the site – you can tell its quality
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
How Long For Updates?
http://blumenthals.com/blog/2012/09/26/infographic-citations-time-to-live/ From Mike Blumenthal & David Mihm :
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Many Locations?Enterprise-level solutions for data management are expanding
Placeable from Location InsightsRio SEO From Covario
Local business listing management & distribution Store locators Optimized local landing pages for websites
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Many Locations?Create your own database solutions
Get APIs for data submissions Input data once and be able to pull it out into properly
formatted spreadsheets for data providers and other directories important for you industry
Enable local operators to log in and update some of their own data
Use database to populate individual location pages that matches data you’re pushing out
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Many Locations?But you still need to do most data cleanup manually right now. How?
One chunk at a time, prioritized for your goals: City, region or state? Large cities or small towns? (most to least competitive) Most profitable or least profitable?
*YOU need to provide direction/training
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Many Locations
Enlist local staffs to:
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Check Google driving directions Check Google Places listing Look for duplicate Google listings Check Google map pins Check Google driving directions Check accuracy at GetListed Check accuracy at Yext Check accuracy at major data providers
Provide direction and training
Measuring Success
Baseline and Compare Organic rankings Rankings in Local Packs and Maps Number of inconsistent listings at trusted sites Amount of website traffic in general Amount of traffic from Google Maps For multiple locations, amount of website traffic to
location-specific landing pages Number of referrals from sites important in your niche
TIP: Can happen more quickly, but give yourself 3-6 months.
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Moving Forward
Advise clients about how to keep data consistent forward so they don’t have to go through this again.
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Thanks!
Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com
Mary BowlingBlog: www.MaryBowling.com
SMB Marketing: www.IgnitorDigital.com Get Slides & Checklists: IgnitorDigital.com/DataManagement
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