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Andrew shotland almsa innovation presentation 103017

My presentation for the ALSMA 2017 Innovations conference in Siem Reap Cambodia on SEO for yellow pages sites

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Andrew shotland almsa innovation presentation 103017

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  1. How Local Directories Can Stay Get Relevant in Search Andrew Shotland CEO, LOCALSEOGUIDE.COM ALSMA CONFERENCE CAMBODIA 30.10.2017

  2. Agenda • 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 ALSMA Conference Cambodia 2

  3. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 3

  4. 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 ALSMA Conference Cambodia 4

  5. 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 ALSMA Conference Cambodia 5

  6. 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 ALSMA Conference Cambodia 6

  7. 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 ALSMA Conference Cambodia 7

  8. InsiderPages Google Traffic 6000000 5000000 4000000 3000000 2000000 1000000 0 How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 8

  9. “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 ALSMA Conference Cambodia 9

  10. 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 ALSMA Conference Cambodia 10

  11. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 11

  12. 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 ALSMA Conference Cambodia 12

  13. 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 ALSMA Conference Cambodia 13

  14. DO NO EVIL How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 14

  15. Knowledge Panel How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 15

  16. Local Packs How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 16

  17. Images How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 17

  18. Reviews How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 18

  19. Instant Answers/ Related Questions How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 19

  20. 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 ALSMA Conference Cambodia 20

  21. 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 ALSMA Conference Cambodia 21

  22. #1 Google Ranking Factor: Technical SEO How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 22

  23. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 23

  24. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 24

  25. #1 Ranking Factor: Relevance How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 25

  26. Anybody Can Win… How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 26

  27. SEO-Focused Media Sites Are Advantaged… How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 27

  28. 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 ALSMA Conference Cambodia 28

  29. 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 ALSMA Conference Cambodia 29

  30. #1 Ranking Factor: Authority (aka Links) Source: Majestic.com referring domains to Thumbtack.com How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 30

  31. https://www.thumbtack.com/tx/dallas/#/2016/1 How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 31

  32. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 32

  33. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 33

  34. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 34

  35. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 35

  36. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 36

  37. #1 Ranking Factor: Content Optimization How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 37

  38. 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 ALSMA Conference Cambodia 38

  39. 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 ALSMA Conference Cambodia 39

  40. http://www.showmelocal.com/profile.aspx?bid=365755 How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 40

  41. https://www.thumbtack.com/tx/dallas/tree-trimming/ How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 41

  42. Are Your Titles “The Best”? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 42

  43. Are You Selling In Search Results? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 43

  44. Are You “Near Me”? http://www.localseoguide.com/near-local-seo-ranking-factors/ How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 44

  45. Need A Lift? How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 45

  46. 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 ALSMA Conference Cambodia 46

  47. How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 47

  48. Think Outside Your Box How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 48

  49. •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 How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 49

  50. Think Outside Your Local Box How Local Directories Can Get Relevant in Search | 2017 ALSMA Conference Cambodia 50

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