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How Local Directories Can Get Relevant In Search - ADP Innovation Conference 2017

Observations and approaches for Google SEO for local directories and yellow pages sites with examples from YellowPages.com, Thumbtack.com and more

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How Local Directories Can Get Relevant In Search - ADP Innovation Conference 2017

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  1. How Local Directories Can Stay Get Relevant in Search Andrew Shotland CEO, LOCALSEOGUIDE.COM ADP INNOVATION CONFERENCE 09.14.17

  2. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 2

  3. DO NO EVIL How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 4

  5. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 9

  10. InsiderPages Google Traffic 6000000 5000000 4000000 3000000 2000000 1000000 0 How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 12

  13. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 15

  16. DO NO EVIL How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 16

  17. Knowledge Panel How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 17

  18. Local Packs How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 18

  19. Images How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 19

  20. Reviews How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 20

  21. Instant Answers/ Related Questions How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 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 …and then knowing how to squeeze every last drop of SEO out of it. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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. And SEO-Focused Media Sites… How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 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 | 2017 ADP Innovation Conference 32

  33. #1 Ranking Factor: Authority (aka Links) Source: Majestic.com referring domains to Thumbtack.com How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 33

  34. https://www.thumbtack.com/tx/dallas/#/2016/1 How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 34

  35. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 35

  36. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 36

  37. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 37

  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 “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 | 2017 ADP Innovation Conference 41

  42. 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 | 2017 ADP Innovation Conference 42

  43. http://www.showmelocal.com/profile.aspx?bid=365755 How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 43

  44. https://www.thumbtack.com/tx/dallas/tree-trimming/ How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 44

  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”? http://www.localseoguide.com/near-local-seo-ranking-factors/ How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 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? https://www.yellowpages.com/dall as-tx/bars-showing-the- mayweather-fight-tonight-in- newark-delaware How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 49

  50. How Local Directories Can Get Relevant in Search | 2017 ADP Innovation Conference 50

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