Post on 20-Jan-2017
#SMX #11C @joyannehawkins
An In-Depth Analysis of Local SEO Ranking Issues
Why Doesn’t My Business Rank in the Maps Section on Google?
#SMX #11C @joyannehawkins
Dear Joy,
“Why doesn’t my business rank in the top 3 for Google’s Local results? I do way more to promote my business than my competitors. They do nothing yet they’re ranked above me”
Sincerely: Your Concerned Client
#SMX #11C @joyannehawkins
KEYWORDS HE WANTS TO RANK FOR: State Farm Tulsa OK Auto Insurance Tulsa OK
There are only 3 spots…
#SMX #11C @joyannehawkins
“State Farm Tulsa OK”Organic: 14th
Local: 6th
“Auto Insurance Tulsa OK”Organic: Not in Top 100Local: None
HIS CURRENT RANKING SUCKS
#SMX #11C @joyannehawkins
He moved just under 1 year ago to a new office down the street.
MapMaker and Google My Business (GMB) handle moves differently.
PROBLEM 1: CLOSED LISTING
#SMX #11C @joyannehawkins
Often they are older & more authoritative They often contain old reviews for the
business The new/open listing is often brand new
Why Are They a Problem?
#SMX #11C @joyannehawkins
MapMaker• MapMaker is the way to edit non-verified
listings. He had one.• MapMaker’s policy is to close the existing
listing and create a brand new listing*• Pros: Prevents Mapping Issues• Cons: Ranking Power is Lost (it’s like having a
brand new business)
*https://support.google.com/mapmaker/answer/1065792?hl=en
#SMX #11C @joyannehawkins
Tells you to edit the existing listing in the GMB Dashboard*
Pros: You are way less likely to see a big drop in ranking. Reviews, photos, videos & posts stay in tact.
Cons: Driving directions will be wrong for a bit, map marker will be in the wrong spot
Main Issue: Updating the address field doesn’t move the map marker.
Google My Business (GMB)
* https://support.google.com/business/answer/4569146?hl=en
#SMX #11C @joyannehawkins
I contacted GMB support & had them merge the open & closed listing. After this happened, the listing went from
not being in the local results to on page 3.
Solution:
#SMX #11C @joyannehawkins
https://www.callbryansmith.com/ and https://www.statefarm.com/agent/US/OK/Tulsa/Bryan-Smith-HBZBG5DQHAK both lead to the same website.
One does NOT 301 to the other.
PROBLEM 2: TWO IDENTICAL WEBSITES
#SMX #11C @joyannehawkins
His real site. Better for Search Engines because it’s on StateFarm.com which has a ton of authority/links.
Vanity URL. Easier to remember. Better for humans.
#SMX #11C @joyannehawkins
There are links pointing to both versions 7 links pointing to page 1(StateFarm.com) 33 links pointing to page 2
(CallBryanSmith)
Why is this a Problem?
These need to get added together!
#SMX #11C @joyannehawkins
Step 1: Add a Canonical Tag
https://support.google.com/webmasters/answer/139066?hl=en
URL 1 URL 2Is Really
SOLUTION
#SMX #11C @joyannehawkins
SOLUTION
Step 2: Make Title Tags on Both Pages Match
Google ignored the canonical tag stating the StateFarm.com one was the “preferred” because more links were pointing to CallBryanSmith.com
After this, they are still indexing both separately.
#SMX #11C @joyannehawkins
There are 46 State Farm agents in Tulsa. Their pages are mostly identical.
Adding &filter=0 to the URL string will show filtered results.
PROBLEM 3: THE PAGE WE WANT TO RANK IS FILTERED
#SMX #11C @joyannehawkins
AA’s locations page is filtered because their contact page is already ranking right above it.
#SMX #11C @joyannehawkins
To rank high in the 3-pack it’s essential to link to the page with the highest organic ranking.
Why is this a Problem?
http://searchengineland.com/googles-pigeon-crap-big-local-brands-206468
#SMX #11C @joyannehawkins
SOLUTION Since there is no ability to do much onsite optimization,
our best option is more backlinks
#SMX #11C @joyannehawkins
Bad Link:Crappy articles that never get read with exact-match anchor text
Bad links help ranking…until you get a penalty
#SMX #11C @joyannehawkins
PROBLEM 4: ADDRESS FREE-FORM
The Address from Google My Business (GMB) does not transfer into the right fields on MapMaker
#SMX #11C @joyannehawkins
Driving Directions are Wrong Your Map Marker won’t stay in the right spot No Street View on your listing in Maps
Some Signs of Mapping Issues
Correct: Shows Street ViewWhere did Street View go?
#SMX #11C @joyannehawkins
If you enter a street into Google that they can’t match up with an existing one, they create a new entry that is at the bottom of the list. This is NOT ideal & can cause mapping issues.
Street Name
Correct – what Maps has
Wrong – was in GMB
#SMX #11C @joyannehawkins
You have to click to Edit the MM listing to get this info (don’t actually make an edit)
Street Name
#SMX #11C @joyannehawkins
Try changing the address in GMB to use the exact same formatting as MapMaker
If that doesn’t work, make an edit in MapMaker to select the correct street name.
Solution
#SMX #11C @joyannehawkins
The map marker keeps moving back to Bryan’s old location.
PROBLEM 5: MAP MARKER KEEPS MOVING
#SMX #11C @joyannehawkins
• A known issue when updating the address in the GMB dashboard
• Updating the address does not move the map marker
#SMX #11C @joyannehawkins
SOLUTION Contact Google My Business phone support* Keep a very close eye on the listing in case it
moves back again.
*https://support.google.com/business/contact/business_c2c_na?hl=en&rd=1#cft=5
#SMX #11C @joyannehawkins
Because Bryan moved, there are still a ton of online references that have him at his old address.
This confuses Google. Confusion = less trust your data is
right = lower ranking
PROBLEM 6: NAP Issues
#SMX #11C @joyannehawkins
First: Manually check the 4 major data providers www.expressupdate.com www.mybusinesslistingmanager.com https://www.neustarlocaleze.biz/directory/Search https://www.factual.com/data/t/places
If they are wrong, the fastest way to clean them up is to use Moz Local
My NAP Diagnosis Process
#SMX #11C @joyannehawkins
Second: Scan their phone number on YellowBot.com
My NAP Diagnosis Process
Phone #:
City, State
#SMX #11C @joyannehawkins
Open all the different results that pull up.
Look in the description, information & reviews sections. Make sure to view all.
Open every hyperlinked directory in a new tab.
My NAP Diagnosis Process
#SMX #11C @joyannehawkins
Check over every directory listing to see if it has a different business name, address, phone number, or website URL than the one you are using on G+
Get the ones that are different updated or removed.
My NAP Diagnosis Process
#SMX #11C @joyannehawkins
There area authority data providers that apply to only certain industries. Ex: Working with a medical professional?
Make sure NPPES is up to date: https://
nppes.cms.hhs.gov/NPPESRegistry/NPIRegistrySearch.do
I worked with a dentist who moved over 4 years ago and his NPI record had him at his old address.
Bonus Tip