Chris Silversmith discusses <structure> during State of Search 2015 in Dallas, TX on November 16, 2015

1. @ArgentMedia Copyright 2015 @si1very
Chris Silver Smith @si1very
President & Strategist, Argent Media
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• Founder of Argent Media search marketing agency providing SEO, Social Media
Optimization & Online Reputation Management
• Consulted for Fortune 500 & Internet Retailer 500 brands
• Former SEO & Head of Tech Dept. for Verizon’s Superpages.com
• 2 Patents Granted & 3 Patents Pending for Search & Display Technology
• Columnist at SearchEngineLand.com at MarketingLand.com
• Advisory Board Member for Thomson Reuters FindLaw and Universal Business
Listing (“UBL”)

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1. Relevance
2. Distance
3. Prominence
 Keywords in Business Name
 Keywords in Classic Website SEO
 Business Category Match
 Radius of Distance From City Centroid
 City/ZIPcode Outline Regions
 User’s Geolocation (IP address / cellphone)
 Relative Popularity
 PageRank
 Mentions or “Citations”
 “PlaceRank” – popularity of Location

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• Classic On-Site SEO Ranking Factors
• Business Data Concordance
• Local Citation / Link Building
• Reviews & Ratings
• Social Signals
• Recent, Newer & Emerging Factors

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HTML Page Title
(& descr. meta tag)
Domain Name
Keywords in Text
Inlinks
<title>Dallas Probate Attorneys - Estate Trust &amp; Will
Dispute Lawyers - Dallas, Texas</title>
<meta name="description" content="Burdette &amp;
Rice. Probate and estate dispute attorneys in Dallas,
Texas. Inheritance litigation, will contests and trust
disputes under Texas law. Free consultation."/>dallasprobateattorneys.com
Image Alt Text,
Filenames
<img class="boxpic" width="100" height="100" alt="Dallas Probate Lawyers“
src="http://www.dallasprobateattorneys.com/wp-content/uploads/
2014/09/top-probate-attorneys-dallas.jpg" data-id="1382">
“Dallas” = 23
“Probate” = 22
“Lawyer” = 4
“Attorney” = 17

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URL: http://calibercollision.com/locate-a-caliber-collision-center/colleyville/
<title>Colleyville Auto Body Repair &amp; Paint Shop | Caliber Collision</title>
<meta name="description" content="Caliber Collision is the leading auto body repair and paint
shop in Colleyville TX. Our services include car body work, paintless dent repair and more."/>
<h1 itemprop="name">Auto Body Shop: Colleyville Location</h1>
Body Text in Page: “We are here to serve Colleyville and the surrounding areas as
the auto body repair shop of choice…”

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• Lack of Spiderability to Individual Location Pages
(AJAX-only or Flash-only Interfaces)
• Non-Individualized Titles, Meta Descriptions, H1s
• All Information Embedded in Map Info Boxes
• No Individual Location Profile Pages
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Basic Business Listings Info from Data Aggregators:
Acme Pipe Engineers
100 Ellum Street
Dallas, Texas 77067
Phone: (000) 867-5309
Name
Address
Phone #
URL
Google Matches Business Listing Data Up With Websites’ Data

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 Locate Incorrect/Inconsistent Data & Correct
 Search By Business Name, Address & Phone Number
 Remove Duplicate Listings
 Correct Incorrect Name, Address, Phone, Categories…
 Citation Auditing Tool: BrightLocal.com

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Top Aggregators – Help With Listing Distribution:
 Neustar Localeze
 Acxiom
 Infogroup
 Factual

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• Chamber of Commerce Website (and other member orgs)
• Wi-Fi Hotspots
• Geocache Locations
• National Register & State Historical Marker Locations
• Wikipedia Articles (business, building, shopping center, founder)
• ATM Locations
• Specialty Directories (Espanol, Chinese, Jewish, Christian, Green, etc.)
• Pressed Penny Machines
• Weather Monitoring Stations

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Well-Rated Businesses Often Rank High in SERPs

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High Reviews Aren’t Required For High Rankings

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CTR in Search Results Is A Ranking Factor!

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Start With The Top National Directories

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Target Top Niche Directories In Your Industry

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Target Directories in Your Geo

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1. “You shouldn’t ask for customer reviews on Yelp”
2. “Don’t offer money or product to others to write reviews
for your business or write negative reviews about a
competitor” – G+
3. “We discourage specialized review stations or kiosks set
up at your place of business for the sole purpose of
soliciting reviews”

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Q: 1 social account, or multi?

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 Followers /
Connections
 # Updates
 Replies / Likes
 Recency /
Frequency

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Facebook OpenGraph Markup and Twitter Cards

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 Mobile-Friendly Web Design
 HTTPS

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City Top-Level Domains

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Maptags – Example: http://mapta.gs/LocalSEO

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.MOBI – domain automatically provides
directory listing & website
Example: http://pilka.mobi/
Watch for Industry-Specific TLDs:
Example: http://injuries.lawyer
http://dallas.injuries.lawyer

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