DarrenShaw GettingTo100

Darren Shaw
Getting to 100% - How to Perfect Your

Local Business Listings
@DarrenShaw_ +DarrenShaw
Do Citations Still
Matter for Local
Search?
Local SEO Ranking Factors Study
What Are These Factors?
Average review rating

of partial nap match
Average review rating
of full nap match
Link Factor
Link Factor
“Off-Site local signals continue their

decline. These types of traditional factors
are table stakes at best. Don’t spend to
much time here unless you really need to.”
Not Enough Data To Draw Conclusions
2 review based factors

2 link based factors
Consistency not considered
They only looked at the top 10
Apparently There is More Data to Come
“I have a publishing schedule

around this so there is a lot
more to come”
- Dan Leibson
Citations are the
foundation of Local
Search
How Do We Get Our
Citations to 100%?
01 Determine the sources
that are important for
your business
02 Clean up inconsistencies
and duplicates
03 Add listings where you
are not listed
04 Complete each listing with
as much detail as possible
05 Encourage reviews on the
most important listings
Determine The Sources
That Are Important For
Your Business
The
Pyramid The Rest
Of Citation Geo Sites

Industry Sites
Success
Key Sites
Data Aggregators
Offline Sources
Offline Sources
Telco Companies Utility Companies
State Business Registries

Offline Sources
Industry Specific Registries?
Offline Sources Feed the Aggregators
The Data Aggregators
The 2017 Local Search Ecosystem
https://whitespark.ca/local-search-ecosystem/
The 2017 Local Search Ecosystem
The Key Sites in the Local Search Ecosystem
Industry Specific Sites
How to Find Your Industry Specific Sites
How to Find Your Industry Specific Sites
https://whitespark.ca/best-citations-by-category/us/
Geo Specific Sites
How To Find Your Geo Specific Sites
How To Find Your Geo Specific Sites
https://whitespark.ca/best-citations-by-city/us/
The Rest
https://whitespark.ca/top-local-citation-sources-by-country/
You should now
have a list of all
sites important to
your business
Keep Your Audit Organized Using Our Template
bit.ly/citation-tracker
Clean Up
Inconsistencies and
Duplicates
Find NAP
Variations First
NAP Variation Discovery
Names Addresses Phone #’s
Ask The Client About Previously Used NAP Info

Latronica Chiropractic: Albert Latronica, DC 755 York Road Suite 103 (267) 297-1276
Warminster, PA 18974 (267) 454-7158
Latronica Spt Family Chiropractic
755 York Rd, Ste 105, Warminster, PA, 18974
(215) 672-6070 Latronica Chiropractic Center
755 York Road, suite 103, Warminster, PA, 18974
(267) 454-7158
Albert Latronica, DC
740 Edison Furlong Rd, Furlong, PA, 18925
(267) 297-1276
Dr Latronica
755 York Rd, Warminster, PA, 18974
(267) 387-8511
Latronica Chiropractic: Albert Latronica, DC
755 York Road, Suite 103, Warminster, PA, 18974
(267) 297-1276
Latronica Sports & Family
755 York Rd, Ste 105, Warminster, PA, 18974
(215) 672-6070
Latronica Welllness Center
350 S Main St Ste 216, Doylestown, PA, 18901
(215) 345-4551
When you see

completely different Albert Latronica, DC
740 Edison Furlong Rd, Furlong, PA, 18925
addresses: could be (267) 297-1276
additional locations,
or could be old
addresses.
Latronica Welllness Center
350 S Main St Ste 216, Doylestown, PA, 18901
(215) 345-4551

Latronica Chiropractic: Albert Latronica, DC 755 York Road Suite 103 (267) 297-1276
Latronica Spt Family Chiropractic Warminster, PA 18974 (267) 454-7158
Latronica Chiropractic Center (215) 672-6070
Albert Latronica, DC 755 York Road Suite 105 (267) 387-8511
Dr Latronica Warminster, PA 18974
Latronica Sports & Family
Latronica Welllness Center 740 Edison Furlong Rd,
Furlong, PA, 18925
350 S Main St Ste 216,

Doylestown, PA, 18901
bit.ly/nap-variations
Now You Can Work
On Audit & Cleanup
Work Through Your List of Sites/Sources
You don’t need to worry about minor differences
Stratford vs STRATFORD
Street vs St
Northeast vs NE
Suite vs Ste
Floor vs Flr.
98115-8222 vs 98115
(206) 729-1200 vs 206-729-1200
You don’t need to worry about minor differences
https://whitespark.ca/acceptable-google-maps-nap-abbreviations-and-variations/
How Do You Audit and Cleanup Offline Sources?
Look at phone bill Look at utility bill
Google: _state_ sos business search
The Importance of Offline Sources
Old location
City center
New location
Cleanup The Aggregators: Search For All Nap Variations
Use Our How-to Guides To Update Aggregators
http://bit.ly/update-infogroup
http://bit.ly/update-acxiom
http://bit.ly/update-localeze
But… Phone Verifications
The Importance Of The Data Aggregators
Completed 50 site citation address update for

for a client
Phone verifications for aggregators
were never completed
One year later all of those listings with
the old address were back
Because The Aggregators Feed So Many Other Sites
Get Around Phone Verifications?
Could Try Moz Local
Or Other Vendors That Do The Aggregators
Audit and Cleanup The Key Sites
How to add, update, and remove listings
https://www.pigzilla.co/citation-cheat-sheet/
Audit and Cleanup The Industry Specific Sites
Audit and Cleanup The Geo Specific Sites
The Rest
https://whitespark.ca/top-local-citation-sources-by-country/
How to add, update, and remove on the rest
Use the site search for to search for NAP

variations
Claim 1 and update
Request removal of duplicates
Add Listings Where
You Are Not Listed
After The Audit Look For Any Sites Where You Don’t Have a Listing
Go To Each Site And Add Your Business
Go To Each Site And Add Your Business
Complete Each Listing
With As Much Detail
As Possible
Add ALL the
Fill out categories
every field you can
find
Long and
detailed
Fill out description
hours
Add Photos and Videos
Encourage Reviews On
The Important Listings
How Do You Find These Important Listings?
Any business listing site that ranks in

the top 40 for your search terms
Yelp
Zocdoc
Vitals
Don’t Stop At One Keyword
Santa Monica Dentists

Santa Monica Dental Clinics
Santa Monica Invisalign
Look At Results In Other Cities Too
Denver Dentists
Seattle Dental Clinics
Miami Invisalign
Wait, I thought this
talk was about
citations
Which pages does Google think are the most
relevant and authoritative for a search term?
Maybe these?
Wouldn’t it be great if you could get mentions and
links from the most relevant and authoritative pages?
Your competitor isn’t

going to link/mention
you
But you could be on

this yelp page
How do I get my business to appear on the first
page on these sites?
By getting more reviews, you’ll bump your listing to this
page and get a link/mention from a page ranking on page 1.
Bonus: Barnacle SEO
Taking It To
The Next Level
Unstructured Citations! But out of time!
Competitive Analysis! But out of time!
Get the most out of your citations: index them!
Are We at
100% Now?
Thank you!
Questions?

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Darren Shaw

Getting to 100% - How to Perfect Your

Average review rating

“Off-Site local signals continue their

2 review based factors

“I have a publishing schedule

Of Citation Geo Sites

Telco Companies Utility Companies

State Business Registries

Industry Specific Registries?

Names Addresses Phone #’s

Names Addresses Phone #’s

When you see

Names Addresses Phone #’s

350 S Main St Ste 216,

Look at phone bill Look at utility bill

Google: _state_ sos business search

Completed 50 site citation address update for

Use the site search for to search for NAP

Claim 1 and update

Request removal of duplicates

Any business listing site that ranks in

Santa Monica Dentists

Your competitor isn’t

But you could be on

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