how local directories can stay get relevant in search · andrew shotland ceo, localseoguide.com how...

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

How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 2

How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia

http://web.archive.org/web/20040606030011/http://www.insiderpages.com:80/

4



5



6



7


“We’re going to redesign the site to better reflect our brand promise and customer journey”

9


http://web.archive.org/web/20170622144022/http://www.insiderpages.com/

10

Where Do Customers Come From?


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

12


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

13


DO NOEVIL

14


Knowledge Panel


Local Packs


Images


Reviews


Instant Answers/Related Questions

IYPs Lagging in Key “Content” Features


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

20

The Best SEO Investment Is Creating a Product That Your

Customers Want


…and then knowing how to squeeze every last drop of SEO out of it.

21

#1 Google Ranking Factor: Technical SEO


#1 Ranking Factor: Relevance


Anybody Can Win…



SEO-Focused Media Sites Are Advantaged…

27

And SEO Focused B2B Sites…


http://www.localseoguide.com/how-to-update-your-internet-yellow-pages-

listings-for-free/

28


Site # of ArticlesAvvo 15,000+Angies List 12,000+Home Advisor 2,000+Manta 1,000+

29

#1 Ranking Factor: Authority (aka Links)


Source: Majestic.com referring domains to Thumbtack.com

30


https://www.thumbtack.com/tx/dallas/#/2016/1

31

#1 Ranking Factor: Content Optimization


Rewriting Product Descriptions


“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

38


http://www.myyp.com/Uniondale,NY/Taxi-Latino-of-Long-Island/profile

39


http://www.showmelocal.com/profile.aspx?bid=365755

40


https://www.thumbtack.com/tx/dallas/tree-trimming/

Are Your Titles “The Best”?


Are You Selling In Search Results?


Are You “Near Me”?


http://www.localseoguide.com/near-local-seo-ranking-factors/

44

Need A Lift?


Are You Fighting For Your Share?


https://www.yellowpages.com/dallas-tx/bars-showing-the-

mayweather-fight-tonight-in-newark-delaware

Think Outside Your Box



•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

49

Think Outside Your Local Box


Things To Do…


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.


Thank You!


[email protected]

https://twitter.com/localseoguide

http://www.localseoguide.com/contact/

PRESENTATION AVAILABLE AThttp://www.localseoguide.com/alsma2017

53

how local directories can stay get relevant in search · andrew shotland ceo, localseoguide.com how...

Documents