3. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
DO NO
EVIL
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4. TL;DR
• 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 ADP Innovation Conference 4
6. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
http://web.archive.org/web/20040606030011/http://www.insiderpages.com:80/
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7. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
http://web.archive.org/web/20040725020810/http://www.insiderpages.com:80/
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8. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
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Google Traffic
http://web.archive.org/web/20041019000737/http://www.insiderpages.com:80/
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9. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
http://web.archive.org/web/20041214022053/http://www.insiderpages.com:80/
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10. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
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InsiderPages Google Traffic
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11. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
“We’re going to redesign the
site to better reflect our brand
promise and customer journey”
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12. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
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Google Traffic
http://web.archive.org/web/20170622144022/http://www.insiderpages.com/
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13. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 13
14. Where Do Customers Come From?
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
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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15. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
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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16. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
DO NO
EVIL
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17. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 17
Knowledge Panel
18. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 18
Local Packs
19. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 19
Images
20. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 20
Reviews
21. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 21
Instant Answers/
Related Questions
22. IYPs Lagging in Key “Content”
Features
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
SERP Feature Top 5 Local
Directories
Average*
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
22
23. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 23
24. The Best SEO Investment Is
Creating a Product That
Your Customers Want
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
…and then knowing how to squeeze every last
drop of SEO out of it.
24
25. #1 Google Ranking Factor: Technical SEO
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 25
26. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 26
27. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 27
28. #1 Ranking Factor: Relevance
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 28
29. You Are Getting Outplayed By
Pipsqueaks…
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 29
30. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
And SEO-Focused Media Sites…
30
31. And SEO Focused B2B Sites…
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
http://www.localseoguide.com/how-to-
update-your-internet-yellow-pages-
listings-for-free/
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32. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
Site # of Articles
Avvo 15,000+
Angies List 12,000+
Home Advisor 2,000+
Manta 1,000+
32
33. #1 Ranking Factor: Authority (aka
Links)
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
Source: Majestic.com referring domains to Thumbtack.com
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34. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
https://www.thumbtack.com/tx/dallas/#/2016/1
34
35. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 35
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38. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 38
39. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 39
40. #1 Ranking Factor: Content
Optimization
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 40
41. Rewriting Product Descriptions
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
“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
41
42. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
http://www.myyp.com/Uniondale,NY/Taxi-Latino-of-Long-Island/profile
42
43. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
http://www.showmelocal.com/profile.aspx?bid=365755
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44. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 44
https://www.thumbtack.com/tx/dallas/tree-trimming/
45. Are Your Titles The Best?
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 45
46. Are You Selling Me In The SERPs?
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 46
47. Are You “Near Me”?
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
http://www.localseoguide.com/near-local-seo-ranking-factors/
47
48. Need A Lift?
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 48
49. Are You Fighting For Your Share?
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 49
https://www.yellowpages.com/dall
as-tx/bars-showing-the-
mayweather-fight-tonight-in-
newark-delaware
50. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 50
51. Think Outside Your Box
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 51
52. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
•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
52
53. Think Outside Your Local Box
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 53
54. Things To Do…
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 54
1. Get Attention
2. Answer Questions
3. Understand What Your Customers (Consumers and Advertisers) Are Searching For
4. Always Be Testing & Tweaking
5. Don’t Just Rely On a Single Website, or a Single SEO Tactic
6. Go Responsive!
55. SEO Is Always The Lowest Priority…
Until It’s Not.
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
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56. Thank You!
How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference
Andrew@localseoguide.com
https://twitter.com/localseoguide
http://www.localseoguide.com/contact/
PRESENTATION AVAILABLE AT
http://www.localseoguide.com/adp2017
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