Moz Local 2016 - Darren Shaw - Citation Investigation!

Data Aggregator

@DarrenShaw_+DarrenShaw

http://blumenthals.com/blog/2012/09/26/infographic-citations-time-to-live/

Citations Time to Live – Created by Mike Blumenthal and David Mihm in 2012

I wanted to find out what actually happens when you submit a new business to the primary

data aggregators

How long does it take for citations to appear across their distribution networks?01

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How many citations show up compared to their reported distribution network?

How long does it take for Google to automatically create a listing for the business?03

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Can a business rank in local search simply by getting listed in the data aggregators?

Can a business get any search traffic or actual customer calls simply by getting listed in the data aggregators?

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I set out to test distribution through these providers

I created 7 new businesses

Addresses were selected from a business area in Fresno, CA, to keep them all within a similar centroid.

Local phone numbers were created through Call Rail

I even registered domains and created websites

We submitted the businesses on October 5th

Infogroup Localeze Acxiom Factual

Moz Local Yext Whitespark

For Whitespark submissions, Nyagoslav manually created listings on our Top 50 list

http://www.whitespark.ca/top-local-citation-sources-by-country

And then I set up tracking for

everything I could think of

Daily citation monitoring in the Local Citation Finder

Daily rank tracking in Whitespark’s Local Rank Tracker

Call tracking and recording in Call Rail

Website Traffic in Google Analytics

Additional website data in Google Search Console

It has been just over 4 months since submitting.

Here’s what happened

Citation Growth

Infogroup

Citation Growth

Infogroup

Citation Growth

Infogroup

Rankings

Infogroup

Call Tracking

Infogroup

Analytics - Referrals

Infogroup

(the other referrals are all spam)

Analytics – Traffic from Google

Infogroup

Google Search Console

Infogroup

Google Search Console

Infogroup

Summary

Infogroup

Total Indexed Citations 10Bing Local Avg Rank 40.1Google Organic Avg Rank 50.8Customer Calls 3Google Traffic 24Search Console Clicks 1Search Console Impressions 192Search Console Avg Position 58.5Search Console Linking Domains 4

Citation Growth

Localeze

Citation Growth

Localeze

Summary

Localeze

Total Indexed Citations 4Bing Local Avg Rank 0Google Organic Avg Rank 52Customer Calls 0Google Traffic 13Search Console Clicks 0Search Console Impressions 0Search Console Avg Position 0Search Console Linking Domains 0

Citation Growth

Acxiom

usplaces.com

Summary

Acxiom

Summary

Factual

Factual needs third party verification

Factual

These Factual listings are all live

Factual

Yext Moz Local Whitespark

Citation GrowthMoz Local

SummaryMoz Local

Total Indexed Citations 13Bing Local Avg Rank 0Google Organic Avg Rank 0Customer Calls 1Google Traffic 2Search Console Clicks 0Search Console Impressions 44Search Console Avg Position 50.3Search Console Linking Domains 4

Citation GrowthYext

20 of the Yextcitations are part of a network of newspaper sites.

Citation GrowthYext

With newspaper sites removedYext

Citation GrowthYext

Since Yext has direct API access to its network, we’d expect to find more

than 24 citations indexed.

Checking for indexed Yext citationsYext

Indexed Yext citationsYext

Indexed Not Indexed Apps/NavAllonesearchAmericanTowns.ComBingChamberofCommerce.ComCitysquaresCredibility ReviewCylexDexknowsEzlocalGetfaveGolocal 24/7IbeginLocal PagesLocal.comMapquestN49OpendiShow Me LocalSuperpagesTopixTupaloUscity.NetVoteforThebestWhitepagesYahoo!YalwaYasabeYellow Pages Goes GreenYellowiseYellowpageCity.ComYelpYP

2Findlocal411.Com8CouponsAblocalBizwikiBrownbook.NetCitysearchCredibility.ComElocalFacebookFactualFoursquareIglobalInsider PagesLocal DatabaseLocal StackMerchant CircleMy Local ServicesPointcomSwitchboardThe Internet Chamber Of CommerceWheretoYellowmoxie

AiryellAppleCitymapsCopilotNavmiiSoleoTelenavTomtomWhite & Yellow Pages

Total Indexed Citations 24Bing Local Avg Rank 33Google Organic Avg Rank 45.5Customer Calls 2Google Traffic 24Search Console Clicks 0Search Console Impressions 208Search Console Avg Position 69.2Search Console Linking Domains 14

SummaryYext

Total citations before I did the more thorough indexation check.

(manual citation building)

Citation GrowthWhitespark

Newspaper sites removedWhitespark

SummaryWhitespark

Combined Data Overview

Total Indexed CitationsBing Local Avg RankGoogle Organic Avg RankCustomer CallsGoogle TrafficSearch Console ClicksSearch Console ImpressionsSearch Console Avg PositionSearch Console Linking Domains

1040.150.8

19258.5

130000

100050000

000000000

1300120

4450.3

2433.045.5

20869.214

4933.049.7

20767.912

Infogroup Localeze Acxiom Factual Moz Local Yext Whitespark

ObservationsAnd

Insights

Localeze, Acxiom, and Factual take longer than 4 months to distribute.01

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Citations alone won’t have much of an impact on rankings.No surprise.

Rankings mostly appeared within the first 6 weeks, then tapered off. 03

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Building citations manually is more effective and half the cost of the 1st year of Yext.

Total Indexed CitationsBing Local Avg RankGoogle Organic Avg RankCustomer CallsGoogle TrafficSearch Console ClicksSearch Console ImpressionsSearch Console Avg PositionSearch Console Linking Domains

Yext Whitespark 24

33.045.5

20869.214

4933.049.7

20767.912

Recurring every year One time

This only applies to building citations for a brand new business. This study didn’t look at citation audit and cleanup.

No Google listings have appeared for any of the businesses in the study.05

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Yellowpages.com is one of the first citations to appear in the LCF and one of the first URLs to appear in Search Console.

It will be interesting to see how this continues to develop, especially with the data aggregators. Stay tuned…

Huge thank you to:Nyagoslav Zhekov

Mike Blumenthal

Andrew Shotland

So what’s my recommendation for a *new*

business?

Use Moz Local to get coverage on the data aggregators.01

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Manually build citations, or use a manual service, for the remaining top 50 sites.

Build additional citations on prominent industry specific and city specific citation sites.03

Best CitationsBy

Category and City

Update for 2016

Research completed with David Mihm in 2012https://moz.com/learn/local/citations-by-category

If a site ranks well in Google for many different search terms in a specific industry, it must be relevant and authoritative for those terms.

Search for local terms, and count the occurrences of business listing sites in the organic results.

Research Methodology

Seattle MetOpencare

For each category, we search multiple terms.

accountantsaccountingaccounting servicestax preparationtax return preparationaccounting firmsaccounting companies

Example:

Accountants

We run these queries in hundreds of cities, and combine all results to find the most frequently occurring sites in the organic results.

Improvements

for 2016

Including more countries- USA- Canada- UK- Australia

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Excluding brands and other sites you can’t really get listed on02

Giving you more data2012: top 10 sites2016: top 20 sites03

You can get all the data here:bit.ly/best-citations

ObservationsAnd

Insights

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Multi-location brands that are killing it in their industry

Plumbing: Accounting:Assisted Living:Auto Repair:Car Rental:Carpet Cleaning:Dentistry:Flowers:

RotorooterLiberty taxBrookdaleFirestone Auto CareEnterpriseStanley SteemerAspen DentalTroys Florist

These would make good competitive analysis case studies

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Sites that are LESS prominent now than they were in 2012

Number of times these sites appeared inthe Best 10 Citations by Category in the U.S.

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Sites that are MORE prominent now than they were in 2012

Number of times these sites appeared inthe Best 10 Citations by Category in the U.S.

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Up and coming citation sites that you should probably get listed on

bit.ly/1mInSY7

bit.ly/1QmLgC0

bit.ly/1Q2bxK7 bit.ly/1VokayR

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