How Local Directories Can Get Relevant in Search - ADP 2018
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The document discusses strategies for local directories to enhance their relevance in search engines as presented by Andrew Shotland at the ADP Innovation Day 2018. Key points include the importance of maintaining organic traffic, authority, continuous testing, and optimizing content while adapting to consumer needs and search behavior. It emphasizes that the primary factors for Google rankings are technical SEO, relevance, authority, and mobile optimization.
How Local Directories Can Get Relevant in Search - ADP 2018
- 1. Andrew Shotland CEO, LOCALSEOGUIDE.COM How Local Directories Can Stay Get Relevant in Search ADP INNOVATION DAY 04.16.18
- 2. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 2
- 3. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 DO NO EVIL 3
- 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 | ADP Innovation Day 2018 4
- 5. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 5
- 6. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 http://web.archive.org/web/20040606030011/http://www.insiderpages.com:80/ 0 500 1000 1500 2000 2500 3000 3500 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Google Traffic 6
- 7. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 http://web.archive.org/web/20040725020810/http://www.insiderpages.com:80/ 0 5000 10000 15000 20000 25000 30000 35000 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Jul-04 Google Traffic 7
- 8. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 0 10000 20000 30000 40000 50000 60000 70000 Google Traffic http://web.archive.org/web/20041019000737/http://www.insiderpages.com:80/ 8
- 9. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 http://web.archive.org/web/20041214022053/http://www.insiderpages.com:80/ 0 200000 400000 600000 800000 1000000 1200000 Google Traffic 9
- 10. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 0 1000000 2000000 3000000 4000000 5000000 6000000 InsiderPages Google Traffic 10
- 11. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 “We’re going to redesign the site to better reflect our brand promise and customer journey” 11
- 12. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 0 1000000 2000000 3000000 4000000 5000000 6000000 Jan-04 Mar-04 May-04 Jul-04 Sep-04 Nov-04 Jan-05 Mar-05 May-05 Jul-05 Sep-05 Nov-05 Jan-06 Mar-06 May-06 Jul-06 Google Traffic http://web.archive.org/web/20170622144022/http://www.insiderpages.com/ 12
- 13. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 13
- 14. Where Do Customers Come From? How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 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 14
- 15. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 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 15
- 16. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 DO NO EVIL 16
- 17. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 17 Knowledge Panel
- 18. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 18 Local Packs
- 19. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 19 Images
- 20. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 20 Reviews
- 21. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 21 Instant Answers/ Related Questions
- 22. IYPs Lagging in Key “Content” Features How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 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 | ADP Innovation Day 2018 23
- 24. The Best SEO Investment Is Creating a Product That Your Customers Want How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 …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 | ADP Innovation Day 2018 25
- 26. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 26
- 27. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 27
- 28. #1 Ranking Factor: Relevance How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 28
- 29. You Are Getting Outplayed By Pipsqueaks… How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 29
- 30. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 And SEO-Focused Media Sites… 30
- 31. And SEO Focused B2B Sites… How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 http://www.localseoguide.com/how-to- update-your-internet-yellow-pages- listings-for-free/ 31
- 32. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 Site # of Articles Avvo 15,000+ Angies List 12,000+ Home Advisor 2,000+ Manta 1,000+ 32
- 33. #1 Ranking Factor: Mobile How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 33
- 34. #1 Ranking Factor: Authority (aka Links) How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 Source: Majestic.com referring domains to Thumbtack.com 34
- 35. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 https://www.thumbtack.com/tx/dallas/#/2016/1 35
- 36. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 36
- 37. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 37
- 38. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 38
- 39. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 39
- 40. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 40
- 41. #1 Ranking Factor: Content Optimization How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 41
- 42. Rewriting Product Descriptions How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 “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 42
- 43. Your Biz Profile Page is 95% Not What the Consumer is Looking For… How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 43 utility AdAd utility content
- 44. This Page is 90% Not What the Consumer is Looking For, But… How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 44 content content more stuff below for biz owner Content targeted at business owners Ad Ad utility “unique“ content
- 45. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 http://www.myyp.com/Uniondale,NY/Taxi-Latino-of-Long-Island/profile 45
- 46. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 http://www.showmelocal.com/profile.aspx?bid=365755 46
- 47. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 47 https://www.thumbtack.com/tx/dallas/tree-trimming/
- 48. Are Your Titles The Best? How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 48
- 49. Are You Selling Me In The SERPs? How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 49
- 50. Are You “Near Me”? How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 http://www.localseoguide.com/near-local-seo-ranking-factors/ 50
- 51. Need A Lift? How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 51
- 52. Are You Fighting For Your Share? How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 52 https://www.yellowpages.com/dall as-tx/bars-showing-the- mayweather-fight-tonight-in- newark-delaware
- 53. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 53
- 54. Think Outside Your Box How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 54
- 55. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 •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 55
- 56. Think Outside Your Local Box How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 56
- 57. Things To Do… How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 57 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!
- 58. SEO Is Always The Lowest Priority… Until It’s Not. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 0 1000000 2000000 3000000 4000000 5000000 6000000 58
- 59. Thank You! How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 Andrew@localseoguide.com https://twitter.com/localseoguide http://www.localseoguide.com/contact/ PRESENTATION AVAILABLE AT http://www.localseoguide.com/adp2018 59