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SEOmoz Mozinar: Local Search Cleanup
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Transcript of SEOmoz Mozinar: Local Search Cleanup
www.ThunderSEO.com Follow @BrianSkarin #Mozinar
A Foolproof Plan
Presented by Brian Skarin | February 28, 2013
For Scrubbing Your Local
Footprint Squeaky Clean
bit.ly/LocalCleanUp
DOWNLOAD this presentation
Join the Twitter Conversation at #Mozinar
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HOW I EARN – My Street Cred
Brian Skarin
Senior Search & Content
Development Specialist
Thunderseo.com/blog
@BrianSkarin
linkedin.com/in/brianskarin
www.ThunderSEO.com Follow @BrianSkarin #Mozinar
What Exactly IS Local Citation Cleanup?
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“It has long been an axiom of
mine that the little things are
infinitely the most important.”
Comprehensive, Meticulous Research
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But…I Verified My POSTCARD! How Could This Have Happened?!
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Factors Contributing To Incorrect Data
BASIC
Change of Address
Change of Business Name
Old Website
Change of Phone Number or Inheritance of a DIRTY Number
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Factors Contributing To Incorrect Data
ADVANCED, ETC
Low Level Scraper Directories
Listings Created By A Gung Ho CEO
Individual People Claiming Listings Using the Business Address and
Phone Number (Real Estate Agency, Shared Office Spaces, etc)
Old Website With Outdated Address & Description Tags Google is Pulling Info From
Accidental Misspellings or Typo’s in a Press Release
Google Merges Data Because You Share a Similar Name or
Business to Another Listing
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Factors Contributing To Incorrect Data
Does Google “Know” Your Address Yet?
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Factors Contributing To Incorrect Data
User Reviews That List Your Address Incorrectly May Cause Incorrect Locations to be Created
Location B was
created by
an incorrect
review on
CitySearch
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Factors Contributing To Incorrect Data
Google+ Local Is Correct, But Your Listing is Displaying Incorrectly
Verified Correctly
Why Google,
WHY?
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“Citations will always be a major factor and can help or seriously
hurt listing if the data is incorrect across the ecosystem.
If your citations have bad information, you have set yourself up
for duplicate listings and will ultimately divide your ranking
power substantially.” - Mike Ramsey
What’s The Big Deal?
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The great and powerful Google and those other two
Citations 101: Lords of Local
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Three Main Sources of Data for the Web
The Big Guys, The Bosses, The Don’s, The Head of the Family
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Three Main Sources of Data for the Search Engines
The Capo’s, Middle Men, Mid-Level Management
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Where Does This Data Go?
For a FULL list of Major Data Providers check out http://getlisted.org/resources/local-search-data-providers.aspx
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Where do we even begin?
HOLY CRAP…
That’s A Lot of Crap
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Advanced Search Operators
Sleuthing the Old Fashioned Way
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Trial & Error
Basic Commands
Double quotes (“keyword”) – to find pages that include the exact phrase
“Business name” “Address”
“Business name” “local phone number”
“Business name” “zip code”
“Business name” “State”
“Business name” “City+State”
“Business name” + “local address”+ “phone number”
Phone Number Variations: With & Without ( ) , - , . (619) 618-2396, 619-618-2396, 6196182396, 619.618.2396
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Trial & Error
Cut a Wide Swath Using Both New &
Old Addresses
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Trial & Error
Advanced Commands OR – to find pages that include either of two search terms
intext: – to find pages that include given terms within the text of the page
site: – to search within one specific website
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Experimenting With Variation is Key
Combining Advanced Commands Helps Dig Deeper
Trial & Error
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Less Error, More Trial
The SEOmoz MozBar
Expand Results to 100 Per Page > Export CSV > Search Quickly & Efficiently
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FREE TOOLS
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Free Tools
GetListed
+ Great Place to Begin
+ Covers the Most Important Citations
+ Offers Advice for Optimizing Listings
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Free Tools
Search Both “Keyphrases” & Phone Numbers
WhiteSpark Local Citation Finder
+ Extremely Comprehensive
+ Allows Multiple Methods For Searching
+ Limited Search Results Make Upgrading
To A Paid Account Inevitable
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Free Tools
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Free Tools
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Free Tools
Google Map Maker
+ Allows Users To View Historical Listing Data
+ A View Into The Backend Data For
Your Google Places (+Local) Page
+ Heavily Moderated
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Free Tools
Google Map Maker
+ Displays All Edits Made To
Local Listing By All Users
+ Directly Report Inaccuracies or Errors
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PREMIUM TOOLS
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Premium Tools
BrightLocal
+ Helps Track & Maintain Current Citations + Displays Ranking Authority Of Citations (i.e. Yelp = 8, Merchant Circle = 12)
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Premium Tools
BrightLocal
+ Comprehensive List Displaying All Current Live Citations With Links To Individual Pages
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Premium Tools
Yext Local ScoreCard
+ Partnerships With Major Directory Sites + Free Local Scorecard Featuring Your Business Stats For Their Partnership Network
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SAVING TIME BY KEEPING IT ALL STRAIGHT
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Using Spreadsheets To Stay Organized
Google Docs
Easily Viewed and Shared/Edited by All
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CLAIMING, EDITING, DELETING
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Claiming, Editing, Deleting
Sometimes, It’s Easy
Simply Find the Edit & Claim Options On the Listing
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Claiming, Editing, Deleting
Dealing With Duplicates…
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Claiming, Editing, Deleting
Get On the Phone!
Sometimes, It’s Not
Speaking To A Representative Can Get Your Changes Made Immediately
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Keeping Up With The Kardash, er Citations
Never Give Up
Never Surrender
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Troubleshooting
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Building Reviews
Build Positive Reviews,
But be Wary of
Filtering
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Manual Edits In Google Maps
Physically Move Your Location If
It’s Listed Incorrectly
Search Out & Destroy Pesky
Duplicate Listings
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DOWNLOAD this presentation
Brian Skarin
Senior Search & Content Development Specialist
Q & A
Thunderseo.com/blog
@BrianSkarin
linkedin.com/in/brianskarin
bit.ly/LocalCleanUp