SEOmoz Mozinar: Local Search Cleanup

DOWNLOAD
this presentation
bit.ly/LocalCleanUp

A Foolproof Plan
For Scrubbing Your Local
Footprint Squeaky Clean

Presented by Brian Skarin | February 28, 2013

Join the Twitter Conversation at #Mozinar

www.ThunderSEO.com Follow @BrianSkarin #Mozinar

HOW I EARN – My Street Cred

Brian Skarin BrianS@thunderseo.com
Senior Search & Content
Development Specialist
linkedin.com/in/brianskarin

@BrianSkarin

Thunderseo.com/blog


What Exactly IS
Local Citation
Cleanup?

Comprehensive, Meticulous Research

“It has long been an axiom of
mine that the little things are
infinitely the most important.”


But…I Verified
My POSTCARD!
How Could
This Have
Happened?!


Factors Contributing To Incorrect Data

BASIC
Change of Address

Change of Business Name

Old Website

Change of Phone Number or Inheritance of a DIRTY Number



ADVANCED, ETC
Low Level Scraper Directories

Listings Created By A Gung Ho CEO

Individual People Claiming Listings Using the Business Address and
Phone Number (Real Estate Agency, Shared Office Spaces, etc)

Old Website With Outdated Address & Description Tags Google is Pulling Info From

Accidental Misspellings or Typo’s in a Press Release

Google Merges Data Because You Share a Similar Name or
Business to Another Listing


Does Google “Know” Your Address Yet?



User Reviews That List Your Address Incorrectly
May Cause Incorrect Locations to be Created

Location B was
created by
an incorrect
review on
CitySearch


Google+ Local Is Correct, But Your Listing is Displaying Incorrectly

Verified
Correctly

Why Google,
WHY?


“Citations will always be a major factor and can help or seriously
hurt listing if the data is incorrect across the ecosystem.
If your citations have bad information, you have set yourself up
for duplicate listings and will ultimately divide your ranking
power substantially.” - Mike Ramsey

What’s The Big Deal?


Citations 101:
Lords of Local
The great and powerful Google
and those other two


Three Main Sources of Data for the Web

The Big Guys, The Bosses, The Don’s, The Head of the Family


Three Main Sources of Data
for the Search Engines

The Capo’s, Middle Men, Mid-Level Management


Where Does This Data Go?

For a FULL list of Major Data Providers check out
http://getlisted.org/resources/local-search-data-providers.aspx


HOLY CRAP…

That’s A Lot
of Crap
Where do we even begin?

Sleuthing the
Old Fashioned Way
Advanced Search Operators


Trial & Error

Basic Commands
Double quotes (“keyword”) – to find pages that include the exact phrase

“Business name” “Address”
“Business name” “local phone number”
“Business name” “zip code”
“Business name” “State”
“Business name” “City+State”

“Business name” + “local address”+ “phone number”

Phone Number Variations: With & Without ( ) , - , .
(619) 618-2396, 619-618-2396, 6196182396, 619.618.2396


Trial & Error

Cut a Wide Swath
Using Both New &
Old Addresses


Trial & Error

Advanced Commands
OR – to find pages that include either of two search terms
intext: – to find pages that include given terms within the text of the page
site: – to search within one specific website


Trial & Error

Experimenting With Variation is Key
Combining Advanced Commands Helps Dig Deeper


Less Error, More Trial
The SEOmoz MozBar
Expand Results to 100 Per Page > Export CSV > Search Quickly & Efficiently


FREE
TOOLS

Free Tools

GetListed
+ Great Place to Begin
+ Covers the Most Important Citations
+ Offers Advice for Optimizing Listings


Free Tools

WhiteSpark Local Citation Finder
+ Extremely Comprehensive
+ Allows Multiple Methods For Searching
+ Limited Search Results Make Upgrading
To A Paid Account Inevitable

Search Both
“Keyphrases” &
Phone Numbers


Free Tools


Free Tools

Google Map Maker
+ Allows Users To View Historical Listing Data
+ A View Into The Backend Data For
Your Google Places (+Local) Page
+ Heavily Moderated


Free Tools

Google Map Maker

+ Displays All Edits Made To
Local Listing By All Users
+ Directly Report Inaccuracies or Errors


PREMIUM
TOOLS

Premium Tools

BrightLocal
+ Helps Track & Maintain Current Citations
+ Displays Ranking Authority Of Citations
(i.e. Yelp = 8, Merchant Circle = 12)


Premium Tools

BrightLocal

+ Comprehensive List Displaying All
Current Live Citations With Links To
Individual Pages


Premium Tools

Yext Local ScoreCard

+ Partnerships With Major Directory Sites
+ Free Local Scorecard Featuring Your
Business Stats For Their Partnership
Network


SAVING TIME
BY KEEPING
IT ALL
STRAIGHT


Using Spreadsheets To Stay Organized

Google Docs

Easily Viewed and Shared/Edited by All


CLAIMING,
EDITING,
DELETING


Claiming, Editing, Deleting

Sometimes, It’s Easy

Simply Find the Edit & Claim Options On the Listing



Dealing With
Duplicates…



Get On the
Phone!

Sometimes, It’s Not

Speaking To A Representative Can Get Your Changes
Made Immediately


Keeping Up With The Kardash, er Citations

Never Give Up
Never Surrender


Troubleshooting


Building Reviews

Build Positive Reviews,
But be Wary of
Filtering


Manual Edits In Google Maps

Physically Move Your Location If
It’s Listed Incorrectly

Search Out & Destroy Pesky
Duplicate Listings


Q&A
DOWNLOAD
this presentation
bit.ly/LocalCleanUp

BrianS@thunderseo.com

linkedin.com/in/brianskarin

@BrianSkarin

Thunderseo.com/blog

Brian Skarin
Senior Search & Content Development Specialist

SEOmoz Mozinar: Local Search Cleanup

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Empfohlen

Empfohlen (20)

SEOmoz Mozinar: Local Search Cleanup