Directories, Data Feeds, and Local Search Optimization
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The document provides insights into helping small businesses succeed online through the use of directories and data feeds, emphasizing the importance of local search optimization and consistent NAP (name, address, phone number) across platforms. It discusses two types of online directories: local and categorical, and highlights the significant role of citations and links in building authority for businesses. The document outlines a step-by-step SEO campaign for clients focusing on local listing optimization and enhancing online presence through various directories.
Directories, Data Feeds, and Local Search Optimization
- 1. Helping small businesses succeed online. @searchinfluence
- 2. ABOUT ME ALISON ZERINGUE • Partner Accounts Team Manager • LSU Mass Comm / Advertising Graduate • Leads team of 15 Account Managers • Social Media Marketing Columnist on MarketingLand.com @searchinfluence
- 3. WE HELP YOUR CLIENTS GET FOUND WITH DIRECTORIES & DATA FEEDS @searchinfluence
- 4. SO, WHY DO DIRECTORIES AND DATA FEEDS MATTER FOR YOUR CLIENTS? @searchinfluence
- 5. DIRECTORIES PROVIDE 2 MAJOR BENEFITS FOR SEO: • Local Search Optimization • NAP Citations • Search Engine Visibility / Discovery • Barnacle SEO • Authority building • Inbound Links @searchinfluence
- 7. WHAT IS A CITATION? • Your local search fingerprint • Any online instance of the business’ Name, Address and Phone Number (AKA N.A.P.) @searchinfluence
- 8. THE ANATOMY OF N.A.P. NAME ADDRESS PHONE NO WEBSITE @searchinfluence
- 9. LINKS ARE THE STREETS OF THE WEB Links are like the streets between webpages that help Search Engines navigate the web to discover new content. When other trusted sites like directories link to your website: • Your site can be found and crawled by the Search Engine spiders more frequently • Your site will be seen as a trusted / authoritative source @searchinfluence
- 10. 2 TYPES OF ONLINE DIRECTORIES: 1. LOCAL Directories 2. CATEGORICAL Directories @searchinfluence
- 11. LOCAL DIRECTORIES Organize listings by NAP information (by location). PRIMARY BENEFIT: Citations @searchinfluence
- 12. CATEGORICAL DIRECTORIES Organize listings by business category rather than location. PRIMARY BENEFIT: Links @searchinfluence
- 14. WHAT IS A DATA FEED? The primary source of local data for all major search engines: Google, Yahoo, and Bing. @searchinfluence
- 15. DATA FEEDS Organize listings by NAP information (by location) and seed this information to other directories around the web. @searchinfluence
- 16. The Local Search Ecosystem
- 19. ESSENTIAL: A CONSISTENT NAME ADDRESS PHONE NO. The first and primary local search ranking factor is Name, Address, Phone Number consistency across the web. While the quantity of citations on the web is important, the consistency of them is even more so due to the Local Search Ecosystem. @searchinfluence
- 20. INCONSISTENCY & DUPLICATION OF CITATIONS
- 21. DON’T CONFUSE GOOGLE! • NAP should be in each of these places: • Website • Social media profiles • Business directories • Number of citations is important, but consistency is more important
- 22. ON-SITE N.A.P. INFORMATION IS CRITICAL, TOO.
- 23. LOCATION LANDING PAGES: EMBEDDED MAP LINKING TO G+
- 24. ON-SITE LOCAL OPTIMIZATION: N.A.P. IN FOOTER OR SIDEBAR
- 25. HOW DOES THIS FIT INTO OUR SEO CAMPAIGNS FOR YOUR CLIENTS? @searchinfluence
- 26. MONTH1-2 • Month 1 • Claiming, verification, and optimizing local listing on: • Google+ Local • Yahoo Local • Bing Local • Support from client is required to complete these crucial steps • Month 2 • On-site location optimizations • Submit business to 2 major data feeds: • Universal Business Listing • Localeze @searchinfluence
- 27. MONTH 3+ • Month 3 - 4 • Submit to 50 local directories • Process to begin in this month but does take time to complete • Month 4 + Beyond • Submit to categorical directories • Month 7 - 8 • Submit to additional 50 local directories @searchinfluence
- 28. THANK YOU! ALISON ZERINGUE Partner Accounts Team Manager azeringue@searchinfluence.com searchinfluence.com/blog twitter.com/searchinfluence
Editor's Notes
- #6: your directory listings, or social media channels, can rank for the keywords you care about when your website can't/ sometimes they can even show up with your listing.
- #12: In many cases these directories will provide both a citation AND a link to the website
- #16: search engine marketing experts feel that citations , in other words mentions of your business name and contact details, on these secondary portals are absolutely critical for ranking well in Google Places . Google spiders all of these secondary portals regularly, so it's important to make sure your information is correct and consistent EVERYWHERE across the web.
- #17: The Local Search Ecosystem is a complex, tangled web of information and data feeds, so it’s important for a business’ NAP to be consistently listed across as many directories and data feeds as possible. We submit to Universal Business Listing & Localeze in Month 3 to ensure a consistent NAP is seeded out to major directories as a result. Localeze and UBL are both considered data feeds. Local directories, 411, publishing sites come and scrape these sources for new / updated information. You could think of them as the local directory watering holes.
- #20: search engine marketing experts feel that citations , in other words mentions of your business name and contact details, on these secondary portals are absolutely critical for ranking well in Google Places . Google spiders all of these secondary portals regularly, so it's important to make sure your information is correct and consistent EVERYWHERE across the web.We will verify the business’ true mailing address with the US Postal Service or the local BBB to ensure the citations we create are accurate and consistent. This format, even down to the way you list a suite number, should be consistent in all places where citations are created, including your own website.
- #21: For local businesses, having inconsistent citations on the web of your name, address and phone number can cause confusion among searchers and result in a lack of trust.
- #22: For local businesses, having inconsistent citations on the web of your name, address and phone number can cause confusion among searchers and result in a lack of trust.
- #23: For local businesses, having inconsistent citations on the web of your name, address and phone number can cause confusion among searchers and result in a lack of trust.
- #24: For local businesses, having inconsistent citations on the web of your name, address and phone number can cause confusion among searchers and result in a lack of trust.
- #25: Coded with schema markup