how local directories can stay get relevant in search · andrew shotland ceo, localseoguide.com how...
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Andrew ShotlandCEO, LOCALSEOGUIDE.COM
How Local Directories Can Stay Get Relevant in Search
ALSMA CONFERENCE CAMBODIA30.10.2017
Agenda
• How To Maintain & Grow Organic Traffic• Relevance• Authority• Testing & Tweaking• Thinking Outside of Your Website• #1 Google Ranking Factor
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://web.archive.org/web/20040606030011/http://www.insiderpages.com:80/
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://web.archive.org/web/20040725020810/http://www.insiderpages.com:80/
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://web.archive.org/web/20041019000737/http://www.insiderpages.com:80/
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://web.archive.org/web/20041214022053/http://www.insiderpages.com:80/
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
“We’re going to redesign the site to better reflect our brand promise and customer journey”
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://web.archive.org/web/20170622144022/http://www.insiderpages.com/
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Where Do Customers Come From?
How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
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
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
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
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
DO NOEVIL
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Knowledge Panel
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Local Packs
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Images
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Reviews
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Instant Answers/Related Questions
IYPs Lagging in Key “Content” Features
How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
SERP Feature Top 5 Local DirectoriesAverage*
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
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The Best SEO Investment Is Creating a Product That Your
Customers Want
How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
…and then knowing how to squeeze every last drop of SEO out of it.
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#1 Google Ranking Factor: Technical SEO
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#1 Ranking Factor: Relevance
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Anybody Can Win…
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
SEO-Focused Media Sites Are Advantaged…
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And SEO Focused B2B Sites…
How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://www.localseoguide.com/how-to-update-your-internet-yellow-pages-
listings-for-free/
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
Site # of ArticlesAvvo 15,000+Angies List 12,000+Home Advisor 2,000+Manta 1,000+
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#1 Ranking Factor: Authority (aka Links)
How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
Source: Majestic.com referring domains to Thumbtack.com
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
https://www.thumbtack.com/tx/dallas/#/2016/1
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#1 Ranking Factor: Content Optimization
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Rewriting Product Descriptions
How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
“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
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://www.myyp.com/Uniondale,NY/Taxi-Latino-of-Long-Island/profile
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://www.showmelocal.com/profile.aspx?bid=365755
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https://www.thumbtack.com/tx/dallas/tree-trimming/
Are Your Titles “The Best”?
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Are You Selling In Search Results?
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Are You “Near Me”?
How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
http://www.localseoguide.com/near-local-seo-ranking-factors/
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Need A Lift?
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Are You Fighting For Your Share?
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https://www.yellowpages.com/dallas-tx/bars-showing-the-
mayweather-fight-tonight-in-newark-delaware
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Think Outside Your Box
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How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
•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
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Think Outside Your Local Box
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Things To Do…
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1. Get Attention2. Answer Questions3. Understand What Your Customers (Consumers and Advertisers) Are Searching For4. Always Be Testing & Tweaking5. Don’t Just Rely On a Single Website, or a Single SEO Tactic6. Go Responsive!
SEO Is Always The Lowest Priority…Until It’s Not.
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Thank You!
How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia
Andrew@localseoguide.com
https://twitter.com/localseoguide
http://www.localseoguide.com/contact/
PRESENTATION AVAILABLE AThttp://www.localseoguide.com/alsma2017
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