inside local--local-search-importance-sept2013
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The Following Slide Presentation is Adapted From a RecentLocal Search Webinar. (Sept. 2013)
Why attention to Local Search is important to SMB’s
Data to support claims
Expert opinions regarding data and trends
Contents:
Section 1
So why Citations?!(Citations are mentions of one or more parts of your businesses NAP
NAP = Name, Address & Phone Number)
‘Enhanced Listings for Local Search Greatness’
Myles AndersonLocal Search Expert
Data drives internet & mobile
All local sites & services need data
Location Based Services & apps
need a data layer
Same data sources feed into web & mobile
More data sources & outlets than ever before
More local searches than ever before
Mobile driving growth in local searches
2011 2012 2013 2014 2015 20160
20
40
60
80
100
120
Mobile Desktop
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
Scale = billion searches/year
169,000,000,000‘LOCAL’ SEARCHES IN 2015
BIA/Kelsey Local Commerce Monitor (LCM) Survey, Wave 16, November 2012
(169 Billion searches projected worldwide)
Citations remain ‘the key’ factor in local search
2008From Quantity
2009 2010 2011 2012 2013To Quality
#6 ‘Validation with third-party providers’
#2 ‘Citations from Major Data Providers’
#4 Volume of structured Citations
#7 Quality of structured Citations from
#10 Quality of unstructured citations
#11 Volume of unstructured citations
#4 Volume of structured Citations
#5 Volume of unstructured Citations
#5 Quantity of Structured Citations
#8 Quality & Authority of Structured Citations
#3 Consistency of Structured Citations
#4 Quality & Authority of Structured Citations
#6 Quantity of Structured Citations
#14, 16, 25, 39
Source: Local Search Ranking Factors Study – 2008-2013
Expert Citation Survey 2013
17 local search experts
11 questions
Key & common questions
A big thank you to…
Expert Citation Survey - PanelistsMike Blumenthal
Andrew Shotland
Nyagoslav Zhekov
David Moceri
Mike Ramsey
Phil Rozek
Laura Betterley
Casey Meraz
Susan Hallam
Mike Bellasco
Matthew Hunt
Brian Coryat
Damian Rollinson
Don Campbell
Jon Keel
Phil Britton
Myles Anderson
How important are accurate Citations to local search ranking?
Critical Very Important Quite Important Not Important0%
10%
20%
30%
40%
50%
60%
70%
80%
69%
19%12%
0%
Are Citations getting more or less important to local search ranking?
More Important The Same Less Important0%
10%
20%
30%
40%
50%
60%
44%50%
6%
What is more important - quantity or quality of Citations?
Quality Quantity Same Importance0%
10%
20%
30%
40%
50%
60%
70%
63%
19% 18%
Which type of sites are most valuable for Citations?
Local Dir National Dir Niche/Industry All the same0%
5%
10%
15%
20%
25%
30%
35%
19%
31%
25% 25%
Is it more important to update existing wrong citations or build new citations?
Existing New Mix of both0%
10%
20%
30%
40%
50%
60%
38%
6%
56%
How important is it to merge or delete duplicate citations?
Essential Very Important Quite Important Not Very Important0%
5%
10%
15%
20%
25%
30%
35%
40%
31%
19%
38%
13%
Do you think it's best to build citations quickly or steadily over time?
Build st
eadily
(3-6 m
onths)
Depends on quan
tity of e
xisting
Build quick
ly (1-2 m
onths)
Build as
man
y as y
ou can now!
0%10%20%30%40%50%60%
53%
27%13%
7%
“We know building citations quickly for new sites is essential; but equally, citation building is an ongoing steady process, not a one hit wonder. A steady approach always wins with Google! ”
Susan Hallam
“Citation building should be an on-going process and never end.”
Mike Blumenthal
Does address formatting need to be 100% perfect? (or do small differences not matter? )
100% Perfect Important but not critical Formatting not an issue0%
10%
20%
30%
40%
50%
60%
31%
50%
19%
“As far as address formatting goes, different sites tend to use different standards of abbreviation. This forces sites like Google to use they're own standardized matching algorithms to yield better, more unified results. …Moral of the story is, don't intentionally alternate between Road and Rd, but don't stress over it if it happens..”
Phil Britten
How important is 'richness' of citations?(I.E. adding 'description', 'photos', 'opening hours’ etc…)
Very Important Quite Important Not Important0%
10%
20%
30%
40%
50%
60%
56%
31%
13%
How important is it to use different descriptions across different sites?
Not importa
nt now but m
ay be in fu
ture
Importa
nt to do on high value dire
ctorie
s
Not importa
nt & time co
nsuming
Useful to help cit
ations rank higher
Importa
nt to avoid dupe co
ntent penalties
Importa
nt beca
use some sit
es check
for u
nique content
Don't bother!
0%
10%
20%
30%30%
26%
17%
3% 4% 4% 4%
Only 40% say it’s important to do….
Not importa
nt now but m
ay be in fu
ture
Importa
nt to do on high value dire
ctorie
s
Not importa
nt & time co
nsuming
Useful to help cit
ations rank higher
Importa
nt to avoid dupe co
ntent penalties
Importa
nt beca
use some sit
es check
for u
nique content
Don't bother!
0%
10%
20%
30%30%
26%
17%
3% 4% 4% 4%
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