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David Mihm Director of Local Search Strategy, Moz

David Mihm Director of Local Search Strategy, Moz. End-to-End Local Optimization. Presentation Outline. Where Things Stand in 2013. Organic Tactics at Scale. Citation Tactics at Scale. Review Tactics at Scale. End-to-End Local Roadmap. Where Things Stand in 2013.

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David Mihm Director of Local Search Strategy, Moz

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  1. David MihmDirector of Local Search Strategy, Moz End-to-End Local Optimization

  2. Presentation Outline Where Things Stand in 2013 Organic Tactics at Scale Citation Tactics at Scale Review Tactics at Scale End-to-End Local Roadmap

  3. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Local on Desktop Local on Mobile Citation Tacticsat Scale 20% Review Tacticsat Scale 50% End-to-End Local Roadmap Source: Google Sources: Google and Bing

  4. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Source: Rimm-Kauffmann Group, December 2012

  5. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Source: Greg Sterling / Yelp S-1

  6. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  7. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap May 6, 2013 December 4, 2012

  8. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  9. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap http://moz.com/blog/evolution-of-the-local-algorithm-whiteboard-friday Slide showing evolution WBF

  10. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  11. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Place Page Signals (incl. proximity) Citation Tacticsat Scale 8.3 Citation Signals 6.1 19.6 On-Page Signals 6.3 Review Tacticsat Scale Link Signals 10.3 End-to-End Local Roadmap 16.0 Review Signals 14.4 Social Signals 18.8 Behavioral / Mobile Signals Personalization

  12. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Mobile LocalRanking Factors Desktop LocalRanking Factors

  13. Where Things Stand in 2013 Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale Influence of Mobile Behavior Was Only 2.5% End-to-End Local Roadmap Mobile LocalRanking Factors Desktop LocalRanking Factors

  14. Where Things Stand in 2013 Foundational Competitive Organic Tacticsat Scale Proper Category Associations Physical Address in City of Search Consistency of Structured Citations Quality/Authority of Structured Citations HTML NAP Matching Place Page NAP Quantity of Structured Citations (IYPs) Domain Authority of Website Individually Owner-verified Local Plus Page City, State in Places Landing Page Title Proximity of Address to Centroid Quality/Authority of Inbound Links to Domain Quantity of Native Google Places Reviews (w/text) Product / Service Keyword in Business Title Quantity of Citations from Locally-Relevant Domains Proximity of Physical Location to the Point of Search Quantity of Citations from Industry-Relevant Domains Local Area Code on Local Plus Page City, State in Most/All Website Title Tags Quantity of Third-Party Traditional Reviews Page Authority of Places Landing Page URL Quality/Authority of Structured Citations Quality/Authority of Inbound Links to Domain Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite) Consistency of Structured Citations Quantity of Citations from Industry-Relevant Domains Quantity of Native Google Places Reviews (w/text) Domain Authority of Website Quality/Authority of Unstructured Citations (Newspapers, etc) Quantity of Citations from Locally-Relevant Domains Page Authority of Places Landing Page URL Association of Photos with Local Plus Page Quantity of Third-Party Traditional Reviews Quantity of Structured Citations (IYPs, Data Aggregators) Product/Service Keywords in Reviews Diversity of Inbound Links to Domain Quality/Authority of IBLs to Places Landing Page URL Overall Velocity of Reviews (Native + Third-Party) Diversity of third-party sites on which reviews are present Click-Through Rate from Search Results Authority of third-party sites on which reviews are present Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  15. Where Things Stand in 2013 Foundational Competitive Organic Tacticsat Scale Proper Category Associations Physical Address in City of Search Consistency of Structured Citations Quality/Authority of Structured Citations HTML NAP Matching Place Page NAP Quantity of Structured Citations (IYPs) Domain Authority of Website Individually Owner-verified Local Plus Page City, State in Places Landing Page Title Proximity of Address to Centroid Quality/Authority of Inbound Links to Domain Quantity of Native Google Places Reviews (w/text) Product / Service Keyword in Business Title Quantity of Citations from Locally-Relevant Domains Proximity of Physical Location to the Point of Search Quantity of Citations from Industry-Relevant Domains Local Area Code on Local Plus Page City, State in Most/All Website Title Tags Quantity of Third-Party Traditional Reviews Page Authority of Places Landing Page URL Quality/Authority of Structured Citations Quality/Authority of Inbound Links to Domain Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite) Consistency of Structured Citations Quantity of Citations from Industry-Relevant Domains Quantity of Native Google Places Reviews (w/text) Domain Authority of Website Quality/Authority of Unstructured Citations (Newspapers, etc) Quantity of Citations from Locally-Relevant Domains Page Authority of Places Landing Page URL Association of Photos with Local Plus Page Quantity of Third-Party Traditional Reviews Quantity of Structured Citations (IYPs, Data Aggregators) Product/Service Keywords in Reviews Diversity of Inbound Links to Domain Quality/Authority of IBLs to Places Landing Page URL Overall Velocity of Reviews (Native + Third-Party) Diversity of third-party sites on which reviews are present Click-Through Rate from Search Results Authority of third-party sites on which reviews are present Quantity of Consistent Citations Reviews Authority + Diversity of Links Reviews Citations Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  16. Where Things Stand in 2013 Caveat Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap I haven’t focused on consulting for about 18 months!

  17. Where Things Stand in 2013 Organic Tactics (at Scale) Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  18. Where Things Stand in 2013 Store Locator, KML, Site Architecture Organic Tacticsat Scale WEBSITE LOCATION Citation Tacticsat Scale Review Tacticsat Scale Google Places For Business Google PlusAuthorship, Publisher End-to-End Local Roadmap BRAND

  19. Where Things Stand in 2013 Store Locator, KML, Site Architecture Organic Tacticsat Scale WEBSITE LOCATION Citation Tacticsat Scale Review Tacticsat Scale Google Places For Business Google PlusAuthorship, Publisher End-to-End Local Roadmap BRAND This is all scalable.

  20. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  21. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Fancy Store Locator

  22. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  23. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  24. Where Things Stand in 2013 Keep it simple. Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  25. Where Things Stand in 2013 Store Locators Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Traditional directory(at least as an alternative) Unique page for each location

  26. Where Things Stand in 2013 On-Page: Here are the basics. Organic Tacticsat Scale [[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop Citation Tacticsat Scale http://www.bluewidgets.com/shops/us/portland/hawthorne BLUE WIDGET BRANDING + NAVIGATION Review Tacticsat Scale RECEIVE 10% OFF YOUR WIDGET WITH THIS ADCALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]]) End-to-End Local Roadmap Blue Widgets Store – Hawthorne 2500 SE Hawthorne Blvd Portland, OR 97214 555 555-5555 Branch Manager: John Neville John.neville@bluewidgets.com “Got a great deal on my blue widget!” --Kristine Williams from Gresham Have you been to our Hawthorne location? We love getting feedback! Tell us about your experience here • See this location on Google Maps • Nearest other Portland store locations: • Blue Widgets Portland (Gresham) • Blue Widgets Portland (Jantzen Beach) • Blue Widgets Beaverton Popular widgets carried by this store: Indigo WidgetBaby Blue Widget Navy Widget

  27. Title tag must include +Local Business Title URL should be short but include city name at minimum Where Things Stand in 2013 Embedded MyPlaces map On-Page: Here are the basics. +Local Business Title should be in H1 tag Organic Tacticsat Scale Collect feedback; also push people to prominent local review sites (Yelp, Citysearch, G+, etc) [[Brand Name Here]] – Portland (SE Hawthorne) – Buy Blue Widgets In-Shop Code contact info schema.org Citation Tacticsat Scale http://www.bluewidgets.com/shops/us/portland/hawthorne BLUE WIDGET BRANDING + NAVIGATION Review Tacticsat Scale RECEIVE 10% OFF YOUR WIDGET WITH THIS ADCALL 555-555-5555 AND MENTION THIS AD ([[COUPONNAME]]) End-to-End Local Roadmap Blue Widgets Store – Hawthorne 2500 SE Hawthorne Blvd Portland, OR 97214 555 555-5555 Branch Manager: John Neville John.neville@bluewidgets.com Include nearby locations for organic linkjuice + stronger location scent “Got a great deal on my blue widget!” --Kristine Williams from Gresham Have you been to our Hawthorne location? We love getting feedback! Tell us about your experience here • See this location on Google Maps • Nearest other Portland store locations: • Blue Widgets Portland (Gresham) • Blue Widgets Portland (Jantzen Beach) • Blue Widgets Beaverton Popular widgets carried by this store: Indigo WidgetBaby Blue Widget Navy Widget

  28. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Store Locator, KML, Site Architecture Review Tacticsat Scale WEBSITE LOCATION End-to-End Local Roadmap Google Places For Business Google PlusAuthorship, Publisher BRAND

  29. Where Things Stand in 2013 Next Level: Content Generation Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  30. Where Things Stand in 2013 Next Level: Content Generation Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  31. Where Things Stand in 2013 Scaling Compelling Content Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Managers/Business Owners Customers Technology

  32. Where Things Stand in 2013 Managers / Business Owners Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Everyone can write 200 characters. Answer Top 10 questions asked in-store.(h/t Aaron Weiche, Spyder Trap) Pull from Facebook pages.

  33. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  34. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  35. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  36. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  37. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  38. Where Things Stand in 2013 Customers Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Interviews (multimedia) Pull from Facebook Reclaim Filtered Yelp Reviews(h/t Darren Shaw, Whitespark)

  39. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  40. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  41. Where Things Stand in 2013 Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  42. Where Things Stand in 2013 Technology Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale http://streetfightmag.com/2013/07/02/7-strategies-for-generating-localized-stories/ End-to-End Local Roadmap

  43. Where Things Stand in 2013 Geo Mashups Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap https://github.com/ericfischer/geotools/blob/master/cleanse.c http://www.mapbox.com/labs/twitter-gnip/locals/#13/45.5291/-122.5903

  44. Where Things Stand in 2013 Other Data Sources Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap http://www.socrata.com/customer-spotlight/

  45. Where Things Stand in 2013 Other Data Sources Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap http://propublica.org/tools

  46. Where Things Stand in 2013 Other Data Sources Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap http://census.gov/main/www/access.html

  47. Where Things Stand in 2013 Other Data Sources Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap Data.gov/opendatasites

  48. Where Things Stand in 2013 Content Generation: Presentatation Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  49. Where Things Stand in 2013 Next Level: Linkbuilding Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap

  50. Where Things Stand in 2013 Next Level: Linkbuilding Organic Tacticsat Scale Citation Tacticsat Scale Review Tacticsat Scale End-to-End Local Roadmap (Hopefully, an extension of your share-worthy content)

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