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SEO Fundamentals

Getting more citations


From:

SEO Fundamentals

with David Booth

Video: Getting more citations

Having accurate information on the web is extremely important. If your information is incorrect, it can hurt the chances that people will find you, and that's not good for you or the customer that you could have served. The more a search engine can trust your location information, the more confident it can be in returning your pages to the local searcher, and for this reason, citations are extremely important. A citation is any mention of your business name, address, and phone number on the web, and this combination of information is often referred to as NAP for short.
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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SEO Fundamentals
3h 29m Beginner Sep 17, 2012

Viewers: in countries Watching now:

In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.

Topics include:
  • What is SEO?
  • Understanding how search engines index content
  • Researching keywords
  • Using SEO tools
  • Optimizing pages for keywords
  • Optimizing code and site structure
  • Building links to your content
  • Optimizing non-text components of a web page
  • Analyzing content quality
  • Defining your audience, topics, angle, and style
  • Promoting your content via social media
  • Measuring SEO effectiveness
  • Setting up Google+ Local
  • Building links for an international audience
  • Optimizing ecommerce sites for search
Subjects:
Business Online Marketing Business Skills SEO
Software:
Google Analytics
Author:
David Booth

Getting more citations

Having accurate information on the web is extremely important. If your information is incorrect, it can hurt the chances that people will find you, and that's not good for you or the customer that you could have served. The more a search engine can trust your location information, the more confident it can be in returning your pages to the local searcher, and for this reason, citations are extremely important. A citation is any mention of your business name, address, and phone number on the web, and this combination of information is often referred to as NAP for short.

Aside from having as many as possible on quality sites, citations should also be exactly the same wherever they appear. You can check how your business looks on lots of directory websites by visiting getlisted.org. GetListed is a site that provides information on local search, and you can use the tool to find out how well your business is listed online by entering your businesses' name and ZIP code. GetListed will then look up the listing across a host of different popular directories, and give you a listing score that tells you how well you've used the free listings search engines used to collect local search data.

Clicking on each of the tabs to the left will provide even more information on the accuracy of your business information, reviews, and other things you can do to improve your listings online. For example, in the Accuracy tab, you'll see your business information listed on a number of local directory websites. Here, we can see that the Google listing still needs to be claimed, and the Bing listing doesn't even exist. And we can also see that there are some subtle differences between the name, address, and phone number among some of this listing sites.

For example, Yelp has the business listed as White House Press Room, while Foursquare has it listed as White House South Lawn. You can also see that there are slightly different phone numbers that are shown across different directories. Having this information is crucial, and by claiming each of these listings, you can make the changes to the information to ensure that the name, address, and phone number is consistent across them all. Another great part of GetListed are their studies on local citation sources for each city and category, found in the Learning Center area.

These will tell you which local citation sources are the most popular in each city and for each business category, and they can be very helpful in finding specific listing sites that you'll want a citation from. When you run out of things to discover on GetListed, there are still lots of places that you can list your business, and it's just a matter of digging a bit deeper to uncover them. A great tool for this is the Whitespark Location Citation Finder tool. Here, you can research and manage all of your local citations in one place.

You can search by either Keyphrase or a Phone Number, and for this example, let's say we're looking for citation sources for an auto repair shop in Allston, Massachusetts. We fill in the fields, click Search, and wait for the tool to generate a list of suggestions on which local directories we could use for this business. In the search results, you can scroll down and get a list of lots of potential citation sources you may want ago after. If you find citations that you already own, you can mark them as Got It. You can also mark citations which don't make sense for your business as Useless.

These options can help you organize your citations in a meaningful way, and help you keep track of which ones you're getting over time without wasting hours looking at the same websites over and over. The quantity, quality, and consistency of the citations that search engines find around the web for your business are an important factor in how well you rank in local search, and having tools like these to manage your existing citations and help you find opportunities for new ones can make a big difference in your overall local search strategy.

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