How To Maximize Citations for Local Search Dominance by David Mihm

HOW TO

MAXIMIZE

CITATIONS FOR

LOCAL SEARCH

DOMINANCE

#

David Mihm

MOZ

@davidmihm

#SMX #21D

October 2, 2013

#

1. Where Citations Fit on Your Roadmap

2. Before You Start…

3. Competitive Citation Research

4. Identifying & Earning Niche Citations

5. Summary

Maximizing Your Citations for Local Search Dominance

Where Citations Fit on Your

Roadmap

What Are Citations?

Why Are They Important?

How Important Are They?

NAP – Name, Address,

Phone number

+W (Website)

What Are Citations?

Citation Examples

Slide Courtesy of Mike Blumenthal

v

Barbara Oliver & Co Jewelry was great helping me find an engagement ring for my fiancée. Give her a call at 716-204-1297

Barbara Oliver and Co Jewelry5820 Main Street Suite 311Williamsville, NY 14221(716) 204-1297

In a Directory:

In a newspaperarticle or blog post:

Citation Examples


v

Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 -Williamsville, NY 14221-5776 - (716) 204-1297

Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 -Williamsville, NY

Barbara Oliver and Co Jewelry (716) 204-1297

Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297

http://www.barbaraoliverandco.com/

Citation Examples


Barbara Oliver and Co Jewelry - 5820 Main Street Suite 311 -Williamsville, NY 14221-5776 - (716) 204-1297

Barbara Oliver and Co Jewelry 5820 Main Street Suite 311 -Williamsville, NY

Barbara Oliver and Co Jewelry (716) 204-1297

Barbara Oliver and Co Jewelry is offering a class this weekend on evaluating diamonds. To register call 716-204-1297

v

Barbara Oliver and Co. Jewelry, call (716) 204-1297 for an appointment with Buffalo's best jeweler

Barbara Oliver and Co. Jewelry, 5820 Main Street Suite 311-Williamsville, NY 14221, your source for custom jewelry in Buffalo




Why Are Citations Important?

http://moz.com/blog/evolution-of-the-local-

algorithm-whiteboard-friday


BRAND

WEBSITE LOCATION

Store Locator,

Site Architecture

Google Plus

Authorship, Publisher

CITATIONS!!!!

How Important Are Citations?

Source: Local Search Ranking Factors survey 2013, localsearchrankingfactors.com



Citation-related signals

Before You Start…

Establishing Your Canonical Location(s)

External Citation Criteria

Establishing Your Canonical Location(s): Store Locators

Good Store Locator: NewSeasonsMarket.com

Establishing Your Canonical Location(s): Location Pages

Establishing Your Canonical Location(s): KML Files

GeoSitemapGenerator.com

Yourdomain.com/locations.kml

Baseline External Citations

Infogroup (expressupdateusa.com)

Localeze (neustarlocaleze.biz)

Acxiom (mybusinesslistingmanager.com)

Factual (factual.com)

Tier One Data Providers

Bing Places

Yahoo! Local

(Local newspaper online directory)

(Local radio station online directory)

(Local TV station online directory)

(Local Chamber online directory)

Better Business Bureau

Superpages

Yelp

Local.com

DexKnows

Citysearch

nSphere

Hotfrog

Yellow Pages

YellowBook

Insider Pages

Kudzu

Manta

MojoPages

YellowBot

MerchantCircle

Foursquare

Tier Two Citation Sources

External Citation Criteria

CONSISTENCY- Authority

- Vertically-relevant

- Geographically-relevant

- External Title Tags & “Location Prominence”

Citation Audit: GetListed.org

Now with Acxiom

and Factual!

Competitive Citation

Research

Be Where Your Competitors Are

Be Where Google Expects Companies Like Yours to Be

Be Where Your Competitors Are

Be Where Your Competitors Are: Special Cases


Highly trusted

industry / local sources

https://www.google.com/#q=sporting+goods+portland&start=1


Analyze representative market geographies

and sizes

(Or just top 30 markets from DMA analysis)

Look at BOTH Place Page citations AND

organic results

--Google is obfuscating Place Page citations

more than ever.


https://getlisted.org/static/resources/local-citations-by-city.html


https://getlisted.org/static/resources/local-citations-by-category.html

Identifying & Earning

Niche Citations

Competitive Overlap

“Easy” But Under-utilized

Niche Citations

CAN be the

differentiating factor

(especially for SMB’s)

Niche Citations: MozBar / Whitespark Analysis

Niche Citations: Use a Custom Search Engine

“Easy” But Under-utilized: Business Registrations

http://egov.sos.state.or.us/br/pkg_web_name_srch_inq.show_detl?p_b

e_rsn=1428853&p_srce=BR_INQ&p_print=FALSE

“Easy” But Under-utilized: Schools

“Easy” But Under-utilized: Promoting Classes

“Easy” But Under-utilized: Hosting Events

“Easy” But Under-utilized: Job Listings

“Easy” But Under-utilized: Discounts

In Summary…

Your Citation Roadmap

On-SiteOptimization

Store locator

Location pages

KML file


PrimaryCitations

GetListed audit

Data aggregators

Tier Two IYPs

On-SiteOptimization

Store locator

Location pages

KML file


CompetitiveCoverage

MozBar/Whitesparkon 7-pack comp.

Centroid analysis

Organic analysis

PrimaryCitations

GetListed audit

Data aggregators

Tier Two IYPs

On-SiteOptimization

Store locator

Location pages

KML file


NicheAcquisition

CSE’s

Business reg.

Schools

Classes

Events

Job listings

Discounts

CompetitiveCoverage

MozBar/Whitesparkon 7-pack comp.

Centroid analysis

Organic analysis

PrimaryCitations

GetListed audit

Data aggregators

Tier Two IYPs

On-SiteOptimization

Store locator

Location pages

KML file

Bonus Tip: Turning Citations

into Link-Citations

Turning Citations into Link-Citations

“Who is mentioning me but not linking to me?”


“Who is mentioning me but not linking to me?”

This doesn’t work


Hat tip:

moz.com/blog

[email protected]

@davidmihm

http://www.slideshare.net/SearchMarketingExpo

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How To Maximize Citations for Local Search Dominance by David Mihm

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