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How Local Directories Can Get Relevant in Search - ADP 2018

A presentation on the Google SEO challenges faced by local directories/yellow pages sites with some ideas on how these sites can take on Google.

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How Local Directories Can Get Relevant in Search - ADP 2018

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  1. How Local Directories Can Stay Get Relevant in Search Andrew Shotland CEO, LOCALSEOGUIDE.COM ADP INNOVATION DAY 04.16.18

  2. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 2

  3. DO NO EVIL How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 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. Google Traffic 3500 3000 2500 2000 1500 1000 500 0 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 http://web.archive.org/web/20040606030011/http://www.insiderpages.com:80/ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 6

  7. Google Traffic 35000 30000 25000 20000 15000 10000 5000 0 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Jul-04 http://web.archive.org/web/20040725020810/http://www.insiderpages.com:80/ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 7

  8. Google Traffic 70000 60000 50000 40000 30000 20000 10000 0 http://web.archive.org/web/20041019000737/http://www.insiderpages.com:80/ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 8

  9. Google Traffic 1200000 1000000 800000 600000 400000 200000 0 http://web.archive.org/web/20041214022053/http://www.insiderpages.com:80/ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 9

  10. InsiderPages Google Traffic 6000000 5000000 4000000 3000000 2000000 1000000 0 How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 10

  11. “We’re going to redesign the site to better reflect our brand promise and customer journey” How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 11

  12. Google Traffic 6000000 5000000 4000000 3000000 2000000 1000000 0 Nov-04 Sep-05 Nov-05 May-04 May-05 May-06 Sep-04 Jul-04 Jul-05 Jul-06 Jan-04 Mar-04 Jan-05 Mar-05 Jan-06 Mar-06 http://web.archive.org/web/20170622144022/http://www.insiderpages.com/ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 12

  13. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 13

  14. Where Do Customers Come From? Channel Fortune 500 “Brands” 41% 33% 14% 11% 1% “Who?” Media 77% 12% 5% 4% 2% “Who?” eCommerce 20% 16% 46% 17% 1% SEO Direct Paid Email Social Source: LocalSEOGuide.com Channel Study 2017 How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 14

  15. So Where Do We Invest? Channel Fortune 500 “Brands” $ $$$$ $$$$ $$$$ $$$ “Who?” Media $$ $ $$$$ $$$$ $$$ “Who?” eCommerce $$ $$ $$$$ $$$$ $$ SEO Direct Paid Email Social Source: LocalSEOGuide.com Conversations w Cheap Clients 2006-2017 How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 15

  16. DO NO EVIL How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 16

  17. Knowledge Panel How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 17

  18. Local Packs How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 18

  19. Images How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 19

  20. Reviews How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 20

  21. Instant Answers/ Related Questions How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 21

  22. IYPs Lagging in Key “Content” Features 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 How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 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 …and then knowing how to squeeze every last drop of SEO out of it. How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 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. And SEO-Focused Media Sites… How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 30

  31. And SEO Focused B2B Sites… http://www.localseoguide.com/how-to- update-your-internet-yellow-pages- listings-for-free/ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 31

  32. Site Avvo Angies List Home Advisor Manta # of Articles 15,000+ 12,000+ 2,000+ 1,000+ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 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) Source: Majestic.com referring domains to Thumbtack.com How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 34

  35. https://www.thumbtack.com/tx/dallas/#/2016/1 How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 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 “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 How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 42

  43. Your Biz Profile Page is 95% Not What the Consumer is Looking For… utility content Ad Ad utility How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 43

  44. This Page is 90% Not What the Consumer is Looking For, But… utility content Ad “unique“ content Content targeted at business owners content Ad more stuff below for biz owner How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 44

  45. http://www.myyp.com/Uniondale,NY/Taxi-Latino-of-Long-Island/profilehttp://www.myyp.com/Uniondale,NY/Taxi-Latino-of-Long-Island/profile How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 45

  46. http://www.showmelocal.com/profile.aspx?bid=365755 How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 46

  47. https://www.thumbtack.com/tx/dallas/tree-trimming/ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 47

  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”? http://www.localseoguide.com/near-local-seo-ranking-factors/ How Local Directories Can Get Relevant in Search | ADP Innovation Day 2018 50

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