Response to 2010 Local Search Ranking Report
As many of you know, Upright’s Local Search specialists test caffeine-positive.
They track weekly changes in the evolving Local Search landscape to best serve clients. See, many new opportunities are just now arising for businesses to succeed locally, online. Search engine centers like Google Places and Yahoo! Local constantly add new data features — like the ability to define service area and post coupons per location.
Our watchful eye is meeting great results, in our clients’ Local rankings as well as validation from experts in our industry.
SEO guru David Mihm released the 2nd Annual “Local Search Ranking Factors” report June 7, 2010. In it, over 30 experts rank 69 qualities of a local business listing as more helpful or harmful to Local Search success. (Local Search success could be defined as ‘top search engine rankings for keyword searches performed in a specific local area’).
Here are highlights from the complete report:
The Survey
Participating Local Search experts compared the importance of 69 criteria with respect to their influence on rankings in Google, Bing and Yahoo Local algorithms, using the following scale:
The Findings
Upright Communications works closely with several of the Local Search experts who contributed to the report findings. We thought this blog entry would be a good opportunity to respond (our take!) to the Top 5 “Best Practices” and Top 5 “Most Harmful” Practices of Local Search, as experts rated them in the report:
#1 Best Practice)
General Importance of Claiming Place Page / Local Listing Claim your business listing first and foremost! It enables you to grab control of your business information from any public contributor. Once in control, add data that uses keywords carefully, is visually appealing to users on-the-go, and stays consistent with data published on your website.
#2 Best Practice)
Business Address in City of Search We find so often how data sources “share” (cross-publish) data on each other’s websites. Data integrity, or trust, has become even more important as a result. Keep all address data consistent everywhere it is published, both online and offline! But be reasonable: if your business is in a neighborhood or suburb contained by a metropolitan area, using the “big city’s” name will be more helpful long-term.
#3 Best Practice)
Associating Place Page with Proper Categories The topic of business category selection is important to understand. Search engines are so user-driven, they see special value in the terms most-used to find your product/service. If people Google “eye doctor” more than “opthamologist”, your choice in self-labeling is obvious. Whenever directories like Google Maps give an opportunity to select among set choices, do it (then add custom Categories last).
#4 Best Practice)
Volume of Citations from Major Data Providers + IYP Portals This refers back to the trust factor. Upright lists local clients to roughly 130 directories to guarantee strong citations, and actively corrects inaccurate data published online.
#5 Best Practice)
General Importance of Off-Page / Off-Listing Criteria Presence of directory listings, web citations from vertical (business-specific) and local directories (like Cincinnati.com), and a professional website are other vital elements of a strong Local Search package.
#1 Most Harmful)
Multiple Place Pages w/Same Phone Number The big one! This really should never happen, if you always and consistently associate one phone number with one business (or distinguishable business venture). Larger companies could get an 800 number to avoid data cross-publishing incorrectly across departments.
#2 Most Harmful)
Hiding Address on Your Place Page We disagree with the consensus a bit. For home-based or mobile businesses, we appreciate the choice to prevent the public from visiting a private or office location. Personal safety issues are obvious…and customer satisfaction is at risk, too. If a mobile business has a part-time office, customers would leave a poor review showing up at a locked office (expecting a storefront).
#3 Most Harmful)
Multiple Place Pages w/Same Address Try to use suite numbers whenever possible. However, there’s always the case of “the mall” — hundreds of stores at the same address. Distinguish your business name and Category/services as much as possible and listings should not be penalized.
#4 Most Harmful)
PO Box on Website w/o Physical Address Translates as “spammy”. This practice is also against Google Places guidelines, so it may signal a listing suspension.
#5 Most Harmful)
Multiple Place Pages w/Same Business Title Use your official business name consistently and choose business categories that define you. This will ensure listings merge correctly, and this issue should disappear in a few months.
Upright Communications proudly serves many local markets with our Local Search program. Please direct inquiries on our Local Search program to an Upright Local Maps Coordinator.