links for local search - mary bowling - pubcon 2015
TRANSCRIPT
#pubcon
Links for LocalMary Bowling
@MaryBowling
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LinksCitations
@MaryBowling
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No-Followed Links?@MaryBowling
https://moz.com/blog/ranking-factors-2015
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@MaryBowling
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@MaryBowling
Links are a Proxy
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Brand Prominence
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Photo: Abaconda Management Group
CommunityAnchors?
@MaryBowling
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@MaryBowling
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Photo: Gary Knight
Industry Anchors?
@MaryBowling
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@MaryBowling
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@MaryBowlingThe Best Links?
Photo by Matthew G
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Organic Search
Ranking Factors
Local Search Ranking Factors
@MaryBowling
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@MaryBowling
2010 Blended Packs
Photo by Darren Hester
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Venice Effect@MaryBowling
Photo by gnuckx
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@MaryBowling
“This improvement improves the triggering of Local Universal results by relying more on the ranking of our main search results as a signal."
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@MaryBowling
2012 Localized Organic
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@MaryBowlingThe “Where” of Links
“We have to be even more specific about where we obtain our links. This includes using local directories and websites which focus on the location in question.” – Ben Holbrook
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Pigeon Effect@MaryBowling
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@MaryBowlingPhoto by The B’s
2013 Organic Local Packs
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@MaryBowling
"Google has released a new algorithm to provide a more useful, relevant and accurate local search results that are tied more closely to traditional web search ranking signals."
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“The Pigeon update, with its fusing of the local and organic ranking factors, appears to push us back to basic SEO tactics. Get good, local, links.” – Andrew Shotland
“When in doubt, go back to the basics of internet marketing and be sure that you are participating in activities that make your business more visible on-line - becoming more citation worthy and linkable in your local market.” – Mike Blumenthal
@MaryBowling
After Pigeon
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@MaryBowlingNew Pack Effect
3 Spots
No OrganicAbove Pack
Paid Positions Local
Finder
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@MaryBowling
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2015@MaryBowling
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@MaryBowling
“There are always great opportunities to get your name out there, and some will come with a bonus link.” – Jennifer Slegg“Don't forget that even nofollowed links serve a purpose, so don't automatically skip a link opportunity simply because it is a nofollow link.They can still send referral traffic, they can serve as a brand reminder…” – Linda Buquet
“So make sure you are following all best practices for optimizing your local business pages for organic search and continue working to build additional local links.” – Adam Dorfman
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https://moz.com/blog/local-search-ranking-factors-2015
Moz Local Search Ranking Factors Survey
@MaryBowling
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Moz Local Search Ranking Factors Survey@MaryBowling
20.3% +10.9%
since 2014
2015 Overall Influence of Links in Local
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Moz Local Search Ranking Factors Survey@MaryBowling
25.2% +.008%
since 2014
2015 “Localized” Organic Influence
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@MaryBowling
14.8% +27.6%
since 2014
2015 Local Pack Influence
Moz Local Search Ranking Factors Survey
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Top Increased Importance
@MaryBowling
Since Pigeon Since Snack Pack
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Top Difference-Making Factors*
@MaryBowling
*in Competitive Markets
Since Pigeon Since Snack Pack
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Links and Local
2004
2015
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@MaryBowling
Penguin EffectPhoto byzoutedrop
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@MaryBowlingPhoto by Vilsekogen Be Careful
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@MaryBowlingDon’t Be ScaredPhoto by smerikal
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@MaryBowling
Be HappyPhoto by wsilver
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@MaryBowling
https://www.brightlocal.com/2015/05/12/how-do-local-seos-build-their-links/
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Photo by frankieleon
@MaryBowlingPick Your Flavors
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@MaryBowlingTransform Citations
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Not Dead
ForumsGuest Posts
Blog CommentingDirectories
Photo by hugovk
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Use Offline Relation-ships
@MaryBowling
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@MaryBowling
Join Local Groups
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@MaryBowling
SponsorPhoto by Karol Franks
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@MaryBowling
DonatePhoto by 350.org
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@MaryBowlingVolunteerUSPWSouthwest
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@MaryBowling
Sponsor VolunteersPhoto by USFWSmidwest
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@MaryBowlingHost/Cohost Events
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@MaryBowlingEvent Calendars
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@MaryBowling
Host Ongoing Events
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@MaryBowlingGo Local
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@MaryBowling
Go Hyperlocal
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@MaryBowling
Ugly Doesn’t Matter
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@MaryBowling
Get Industry Links
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@MaryBowling
People=Link Assets
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blog + intitle:”keyword” OR inurl:”keyword” article + intitle:”keyword” OR inurl:”keyword” website + intitle:”keyword” OR inurl:”keyword” guide + intitle:”keyword” OR inurl:”keyword” tag + intitle:”keyword” OR inurl:”keyword” news + intitle:”keyword” OR inurl:”keyword” magazine + intitle:”keyword” OR inurl:”keyword” forum + intitle:”location” OR inurl:”location” blog + intitle:”location” OR inurl:”location” directory + intitle:”location” OR inurl:”location” businesses + intitle:”location” OR inurl:”location” magazine + intitle:”location” OR inurl:”location” news + intitle:”location” OR inurl:”location”
Search for Possible Links
@MaryBowling
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Local NewsWho Cares?Rabik Hasan Sumon
@MaryBowling
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Local Media@MaryBowling
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@MaryBowling
Hyperlocal Media
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@MaryBowlingSearch for Sources
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@MaryBowling
http://www.abyznewslinks.com/uniteazms.htm
abyznewslinks.com/uniteazms.htm
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@MaryBowling
Enterprise Links
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Photo by ILO Scaling’s Tough@MaryBowling
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TreacherousPhoto by Missie
@MaryBowling
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Potentially Venomous
Photo by Frederic Salein
@MaryBowling
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Avoid Shiney Objects @MaryBowling
Photo by epSos.de
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Photo by James WheelerLonely
@MaryBowling
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Get Out of the Box
Photo by Stig Nygaard
@MaryBowling
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Pigeon EffectPhoto: R No Guarantees@MaryBowling
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@MaryBowling
Scalability for enterprise requires
adding more humans
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Motivate YourLocal
People Photo by zen Sutherland
@MaryBowling
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@MaryBowling
Fight for Resources
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@MaryBowling
Test &Prove, Test &Prove, Test & Prove
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Big Brand SilosPhoto: Doc Searles
@MaryBowling
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Photo by Picturepest
Connect the Silos@MaryBowling
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Education Works@MaryBowling
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@MaryBowling
Educate Everyone
ILO in Asia and the Pacific
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Photo by Martin Fisch
Link To What?@MaryBowling
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Photo by Playingwithbrushes
Link BaitHome PageMain Locator PageState/City PagesIndividual Location
Pages@MaryBowling
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Pigeon EffectPR Must Flow@MaryBowling
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Tough Links
@MaryBowling
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TotallyWorth
It!@MaryBowling
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Strong links are armor against algo changes
@MaryBowling
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Moderation, Please!
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@MaryBowling
Links are a Proxy
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Brand Prominence
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@MaryBowlingThe Best Links?
Photo by Matthew G
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@MaryBowling