SlideShare a Scribd company logo
1 of 46
Download to read offline
State of Search 
David Minchala, @daveminchala
It’s hard out here for 
a local SEO 
http://1.bp.blogspot.com/- 
wCvqMTTE_z0/TVy6YgbYkKI/AAAAAAAAF 
qs/1OEKdaEzmso/s400/Picture%2B1.jpg 
@daveminchala | #stateofsearch 2
A lot of clients come to us 
with, er, baggage… 
@daveminchala | #stateofsearch 3 
http://4.bp.blogspot.com/-DTJqn2pS4Rw/UFtn3s3eIrI/AAAAAAAAAGA/DHpi-H- 
8bVk/s1600/DSC02641.JPG
Google MyBusiness Issues 
@daveminchala | #stateofsearch 4
Reputation Issues 
@daveminchala | #stateofsearch 5
Data Issues 
@daveminchala | #stateofsearch 6
Anti-Competitive Issues 
@daveminchala | #stateofsearch 7
And then everything else… 
@daveminchala | #stateofsearch 8
Usually, there are problems here… 
http://moz.com/learn/local/local-search-data-us 
@daveminchala | #stateofsearch 9
Well, *somewhere* in here… 
http://moz.com/learn/local/local-search-data-us 
@daveminchala | #stateofsearch 10
And this certainly doesn’t help. 
https://getlisted.org/static/resources/listing_time_to_live.pdf 
@daveminchala | #stateofsearch 11
The Arsenal 
Type Example Providers Value Prop 
Link research & 
OpenSiteExplorer, 
diagnosis 
MajesticSEO, LinkRisk 
Find links you might want & links you 
should stay away from 
@daveminchala | #stateofsearch 12 
Webmaster 
Resources 
Google Webmaster Tools Find out if you have a search quality 
problem; work directly with Search 
engines to resolve them 
Competitive 
Analysis 
SEMRush, Whitespark, 
Google search 
How are competitors doing & what 
might be working for them 
Citation research Whitespark, Synup, Moz 
Local, Yext* 
See how NAP is displayed on specific 
publishers & push updates to them; 
find new citation opportunities 
Citation diagnosis Google search; listing 
publisher websites 
Find where else is bad/outdated NAP 
data persisting (if you know how to 
look)
My problems: 
Amorphous Problems 
Inadequate tooling to size them 
No clear starting point or path 
Difficult to maintain visibility into issues 
Poor feedback loop for work 
Difficult to keep client engaged 
@daveminchala | #stateofsearch 13
Cross roads time… 
@daveminchala | #stateofsearch 14
Get overwhelmed… 
@daveminchala | #stateofsearch 15 
https://c1.staticflickr.com/1/12/18359894_25cbbb0dcb.jpg
…surrender to insanity… 
http://www.tellhimhespele.com/wp-content/uploads/2013/05/man-kissing-pigeons.jpg 
@daveminchala | #stateofsearch 16
…be Mike Tyson?... 
http://i.huffpost.com/gen/1108191/thumbs/o-MIKE-TYSON-PIGEON-EX-facebook.jpg 
@daveminchala | #stateofsearch 17
…OR GO BEAST-MODE! 
@daveminchala | #stateofsearch 18
My Spirit Animals 
@daveminchala | #stateofsearch 19
I need goals. 
@daveminchala | #stateofsearch 20
Sweet Photoshop skills, bro. 
@daveminchala | #stateofsearch 21
DUMB Objectives, SMART Goals 
Example DUMB Objectives: 
• Generate leads 
• Make it easier to retain customers 
Example SMART Goals: 
• Ensure Google MyBusiness listing & Website are visible in front page search 
results on Google and top 5 directories that are most important to the 
client within 6 months. 
• Reduce duplicate and erroneous listings to less than 50% of known, findable 
@daveminchala | #stateofsearch 22 
listings in 3 months. 
Example KPIs 
• Rank position in Search Engines 
• # bad listings found in Google search 
Required reading: http://www.kaushik.net/avinash/digital-marketing-and-measurement- 
model/
I need a method. 
@daveminchala | #stateofsearch 23
@daveminchala | #stateofsearch 24
Getting the lay of the land 
Required reading: http://moz.com/blog/ultimate-local-seo-audit 
@daveminchala | #stateofsearch 25
That’s a lot of work… I need 
to make it efficient. 
@daveminchala | #stateofsearch 26
@daveminchala | #stateofsearch 27
First, go get this: 
http://nielsbosma.se/projects/seotools/download/ 
@daveminchala | #stateofsearch 28
Getting sh*t done in Excel 
Scrape Tickle Google and import directly into Excel 
Start with this formula: 
XPathOnUrl("http://www.google.com/search?q="&UrlEncode($C$2)&"&start=1&num=100 
", "(//h3[@class='r']/a)”,”href”) 
Okay, Excel, go to this URL. 
The URL has parameters that you can find in plain 
english in C2 – encode it into a URL param, wouldja? 
When you get there, parse the HTML and find this 
particular <a> tag. It has links I care about. 
And bring me back JUST the URL. 
@daveminchala | #stateofsearch 29
Getting sh*t done in Excel 
Scrape Tickle Google and import directly into Excel 
Select the number of cells you want to populate with results (Hint – 
use the num= URL param for Google search) 
Press F2 to write/paste your formula into the top cell 
Press shift+ctrl+Enter and… 
@daveminchala | #stateofsearch 30
Getting sh*t done in Excel 
Scrape Tickle Google and import directly into Excel 
@daveminchala | #stateofsearch 31 
Bam! Er… wait… 
In an adjacent cell, use this to clean that up: 
=LEFT((RIGHT(A2, (LEN(A2)-7))), (LEN((RIGHT(A2, (LEN(A2)-7))))- 
LEN((RIGHT((RIGHT(A2, (LEN(A2)-7))), (LEN((RIGHT(A2, (LEN(A2)-7))))- 
FIND("&amp", (RIGHT(A2, (LEN(A2)-7))))+1))))))
Getting sh*t done in Excel 
Scrape Tickle Google and import directly into Excel 
@daveminchala | #stateofsearch 32 
That’s better.
Getting sh*t done in Excel 
Go to a URL, look for a string, and if it’s there, import directly 
into Excel 
Start with this formula: 
RegexpFindOnUrl("http://www.6pm.com/shoes", “free shipping”) 
Okay, Excel, go to this URL. 
And look for this string. If you find it, send it right back 
to me. If not, return an error. 
@daveminchala | #stateofsearch 33
Getting sh*t done in Excel 
@daveminchala | #stateofsearch 34 
What we have now: 
Framework for going to any URL and 
 Pulling in the information that’s there 
 Or Only pulling information we care about 
All in Excel so we can spend more time on pulling out insights, 
less time on getting what we need.
With apologies to Mac users.. 
There’s not SEOTools for Mac. Sorry. 
@daveminchala | #stateofsearch 35 
But…
Import.io is the TRUTH! 
@daveminchala | #stateofsearch 36 
https://import.io/
Import.io is the TRUTH! 
Make any of your listings into an API and check for changes daily, 
weekly, WHENEVER. 
HINT: This is a good thing to apply to your Google MyBusiness 
listing ;) 
@daveminchala | #stateofsearch 37
Let’s start an audit 
Start at Yext to get URLs you’ll definitely want to monitor 
https://chrome.google.com/webstore/detail/scraper/mbigbapnjcgaff 
ohmbkdlecaccepngjd 
@daveminchala | #stateofsearch 38
Getting the Listng URLs 
@daveminchala | #stateofsearch 39
Searching Google for Bad Data 
Phone number searches are my go-to. You’ll need to check 
several versions. 
I use RegexReplace for that: 
10-digit 
phone Regex Replace result 
2066022005RegexpReplace($A$2,"^.{3}","("&LEFT($A$2,3)&")") --> 
(206)6022005 
RegexpReplace($A$2,"^.{3}","("&LEFT($A$2,3)&") ") --> (206) 6022005 
RegexpReplace($A$2,"(^.*)","("&LEFT($A$2,3)&") "&RIGHT(RegexpFind($A$2, "^.{6}"), 3)&"-"&RIGHT($A$2,4)) --> (206) 602-2005 
RegexpReplace($A$2,"(^.*)","("&LEFT($A$2,3)&")"&RIGHT(RegexpFind($A$2, "^.{6}"), 3)&"-"&RIGHT($A$2,4)) --> (206)602-2005 
RegexpReplace($A$2,"(^.*)",LEFT($A$2,3)&"-"&RIGHT(RegexpFind($A$2, "^.{6}"), 3)&"-"&RIGHT($A$2,4)) --> 206-602-2005 
@daveminchala | #stateofsearch 40
Starting to sound like a good 
option… 
http://www.tellhimhespele.com/wp-content/uploads/2013/05/man-kissing-pigeons.jpg 
@daveminchala | #stateofsearch 41
I’ve automated *a lot* of this 
in Excel 
@daveminchala | #stateofsearch 42
Put it all together & automate 
Enter a query, tell me if it’s a phone number or something else 
Then press the button and … 
@daveminchala | #stateofsearch 43
Put it all together & automate 
Get a table of up to 300 citation sources where your query 
string appears. And who’s likely providing that data! 
@daveminchala | #stateofsearch 44
Put it all together & automate 
Here ya go  
https://www.dropbox.com/s/p44p6tkaa0eez79/automatedNAP 
audit.xlsm?dl=0 
PLEASE tell me how to make it better! 
@daveminchala | #stateofsearch 45
Me 
@daveminchala 
David.minchala@gmail.com 
@daveminchala | #stateofsearch 46

More Related Content

Viewers also liked

Moz Local 2016 - Darren Shaw - Citation Investigation!
Moz Local 2016 - Darren Shaw - Citation Investigation!Moz Local 2016 - Darren Shaw - Citation Investigation!
Moz Local 2016 - Darren Shaw - Citation Investigation!Darren Shaw
 
Darren shaw - proximity is the new top local search ranking factor - moz post
Darren shaw - proximity is the new top local search ranking factor - moz postDarren shaw - proximity is the new top local search ranking factor - moz post
Darren shaw - proximity is the new top local search ranking factor - moz postDarren Shaw
 
How Proximity Affects Local Search Results - Digital Olympus 2016
How Proximity Affects Local Search Results - Digital Olympus 2016How Proximity Affects Local Search Results - Digital Olympus 2016
How Proximity Affects Local Search Results - Digital Olympus 2016Darren Shaw
 
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey ResultsMozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey ResultsDarren Shaw
 
Darren shaw proximity is the new top local search ranking factor - local or...
Darren shaw   proximity is the new top local search ranking factor - local or...Darren shaw   proximity is the new top local search ranking factor - local or...
Darren shaw proximity is the new top local search ranking factor - local or...Darren Shaw
 
Enterprise Citation Management
Enterprise Citation ManagementEnterprise Citation Management
Enterprise Citation ManagementDarren Shaw
 
Hypersensitivity Pneumonitis
Hypersensitivity PneumonitisHypersensitivity Pneumonitis
Hypersensitivity PneumonitisAshraf ElAdawy
 
Ross Dawson - POI Presentation - Influence Framework
Ross Dawson - POI Presentation - Influence FrameworkRoss Dawson - POI Presentation - Influence Framework
Ross Dawson - POI Presentation - Influence FrameworkRoss Dawson
 
Local SEO: It's No Laughing Matter
Local SEO: It's No Laughing MatterLocal SEO: It's No Laughing Matter
Local SEO: It's No Laughing MatterGreg Gifford
 
Communicating Compensation: Gaining Executive Support
Communicating Compensation: Gaining Executive SupportCommunicating Compensation: Gaining Executive Support
Communicating Compensation: Gaining Executive SupportPayScale, Inc.
 
Evolucion de la educacion a distancia
Evolucion de la educacion a distanciaEvolucion de la educacion a distancia
Evolucion de la educacion a distanciaFredy Paniagua
 
プリミティブハット
プリミティブハットプリミティブハット
プリミティブハット09N1057
 
Best Salon Image 2016: Ukranian Photo Awards (2)
Best Salon Image 2016: Ukranian Photo Awards (2)Best Salon Image 2016: Ukranian Photo Awards (2)
Best Salon Image 2016: Ukranian Photo Awards (2)maditabalnco
 
evokly for tv sync solution
evokly for tv sync solutionevokly for tv sync solution
evokly for tv sync solutionevokly S.A.
 
وب سایت های پولساز
وب سایت های پولسازوب سایت های پولساز
وب سایت های پولسازOneclick
 
Server Monitoring Battles
Server Monitoring BattlesServer Monitoring Battles
Server Monitoring BattlesCA Technologies
 
5 amazing facts about chocolate
5 amazing facts about chocolate5 amazing facts about chocolate
5 amazing facts about chocolateArnie Kaye Dillen
 

Viewers also liked (20)

Moz Local 2016 - Darren Shaw - Citation Investigation!
Moz Local 2016 - Darren Shaw - Citation Investigation!Moz Local 2016 - Darren Shaw - Citation Investigation!
Moz Local 2016 - Darren Shaw - Citation Investigation!
 
Darren shaw - proximity is the new top local search ranking factor - moz post
Darren shaw - proximity is the new top local search ranking factor - moz postDarren shaw - proximity is the new top local search ranking factor - moz post
Darren shaw - proximity is the new top local search ranking factor - moz post
 
How Proximity Affects Local Search Results - Digital Olympus 2016
How Proximity Affects Local Search Results - Digital Olympus 2016How Proximity Affects Local Search Results - Digital Olympus 2016
How Proximity Affects Local Search Results - Digital Olympus 2016
 
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey ResultsMozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
Mozcon Local Keynote - 2017 Local Search Ranking Factors Survey Results
 
Darren shaw proximity is the new top local search ranking factor - local or...
Darren shaw   proximity is the new top local search ranking factor - local or...Darren shaw   proximity is the new top local search ranking factor - local or...
Darren shaw proximity is the new top local search ranking factor - local or...
 
Enterprise Citation Management
Enterprise Citation ManagementEnterprise Citation Management
Enterprise Citation Management
 
Data layers 101
Data layers 101Data layers 101
Data layers 101
 
Hypersensitivity Pneumonitis
Hypersensitivity PneumonitisHypersensitivity Pneumonitis
Hypersensitivity Pneumonitis
 
Ross Dawson - POI Presentation - Influence Framework
Ross Dawson - POI Presentation - Influence FrameworkRoss Dawson - POI Presentation - Influence Framework
Ross Dawson - POI Presentation - Influence Framework
 
Local SEO: It's No Laughing Matter
Local SEO: It's No Laughing MatterLocal SEO: It's No Laughing Matter
Local SEO: It's No Laughing Matter
 
Communicating Compensation: Gaining Executive Support
Communicating Compensation: Gaining Executive SupportCommunicating Compensation: Gaining Executive Support
Communicating Compensation: Gaining Executive Support
 
Reportepacket
Reportepacket Reportepacket
Reportepacket
 
Evolucion de la educacion a distancia
Evolucion de la educacion a distanciaEvolucion de la educacion a distancia
Evolucion de la educacion a distancia
 
プリミティブハット
プリミティブハットプリミティブハット
プリミティブハット
 
Best Salon Image 2016: Ukranian Photo Awards (2)
Best Salon Image 2016: Ukranian Photo Awards (2)Best Salon Image 2016: Ukranian Photo Awards (2)
Best Salon Image 2016: Ukranian Photo Awards (2)
 
evokly for tv sync solution
evokly for tv sync solutionevokly for tv sync solution
evokly for tv sync solution
 
وب سایت های پولساز
وب سایت های پولسازوب سایت های پولساز
وب سایت های پولساز
 
CAR Email 4.18.02
CAR Email 4.18.02CAR Email 4.18.02
CAR Email 4.18.02
 
Server Monitoring Battles
Server Monitoring BattlesServer Monitoring Battles
Server Monitoring Battles
 
5 amazing facts about chocolate
5 amazing facts about chocolate5 amazing facts about chocolate
5 amazing facts about chocolate
 

Similar to Excel Power-ups for Going Beast-mode in Local SEO

Paul Roetzer - Point Pricing
Paul Roetzer - Point PricingPaul Roetzer - Point Pricing
Paul Roetzer - Point PricingINBOUND
 
Local Link Building - Pubcon Local 2021 - Patrick Stox
Local Link Building - Pubcon Local 2021 - Patrick StoxLocal Link Building - Pubcon Local 2021 - Patrick Stox
Local Link Building - Pubcon Local 2021 - Patrick StoxAhrefs
 
Smxl milan 2019 - Apps script for SEO
Smxl milan 2019 - Apps script for SEOSmxl milan 2019 - Apps script for SEO
Smxl milan 2019 - Apps script for SEODavid Sottimano
 
emflConf 2016 - Travis Wright Closing Keynote
emflConf 2016 - Travis Wright Closing KeynoteemflConf 2016 - Travis Wright Closing Keynote
emflConf 2016 - Travis Wright Closing Keynoteemfluence
 
Ultimate Free Digital Marketing Toolkit #EdgeBristol 2012
Ultimate Free Digital Marketing Toolkit #EdgeBristol 2012Ultimate Free Digital Marketing Toolkit #EdgeBristol 2012
Ultimate Free Digital Marketing Toolkit #EdgeBristol 2012Steve Lock
 
Online SEO Meetup
Online SEO MeetupOnline SEO Meetup
Online SEO MeetupSemrush
 
Migrating off legacy platforms while still delivering value - DNA & SAFe AU...
Migrating off legacy platforms while still delivering value -   DNA & SAFe AU...Migrating off legacy platforms while still delivering value -   DNA & SAFe AU...
Migrating off legacy platforms while still delivering value - DNA & SAFe AU...Em Campbell-Pretty
 
BrightonSEO - How to use XPath with eCommerce Websites
BrightonSEO - How to use XPath with eCommerce WebsitesBrightonSEO - How to use XPath with eCommerce Websites
BrightonSEO - How to use XPath with eCommerce WebsitesJanet Plumpton
 
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...PR 20/20
 
Data Analytics & Facebook Remarketing
Data Analytics & Facebook RemarketingData Analytics & Facebook Remarketing
Data Analytics & Facebook RemarketingAlisa Gammon
 
Local or Bust! Google Local and all Things Links WCMKE 2014
Local or Bust! Google Local and all Things Links WCMKE 2014Local or Bust! Google Local and all Things Links WCMKE 2014
Local or Bust! Google Local and all Things Links WCMKE 2014Rachel Fredrickson
 
Scraping with Python for Fun and Profit - PyCon India 2010
Scraping with Python for Fun and Profit - PyCon India 2010Scraping with Python for Fun and Profit - PyCon India 2010
Scraping with Python for Fun and Profit - PyCon India 2010Abhishek Mishra
 
Growing Your Business Through Community and Integrated Marketing
Growing Your Business Through Community and Integrated MarketingGrowing Your Business Through Community and Integrated Marketing
Growing Your Business Through Community and Integrated MarketingMackenzie Fogelson
 
Rendering SEO Manifesto - Why we need to go beyond JavaScript SEO
Rendering SEO Manifesto - Why we need to go beyond JavaScript SEORendering SEO Manifesto - Why we need to go beyond JavaScript SEO
Rendering SEO Manifesto - Why we need to go beyond JavaScript SEOOnely
 
Stop making rubbish decisions - Emma Barnes - Give it a go conference - Octob...
Stop making rubbish decisions - Emma Barnes - Give it a go conference - Octob...Stop making rubbish decisions - Emma Barnes - Give it a go conference - Octob...
Stop making rubbish decisions - Emma Barnes - Give it a go conference - Octob...Branded3
 
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments' SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments' Distilled
 
The Ultimate Free Digital Marketing Toolkit
The Ultimate Free Digital Marketing ToolkitThe Ultimate Free Digital Marketing Toolkit
The Ultimate Free Digital Marketing ToolkitSteve Lock
 
Bridge the PPC SEO Gap | SEMpdx | March 2015
Bridge the PPC SEO Gap | SEMpdx | March 2015Bridge the PPC SEO Gap | SEMpdx | March 2015
Bridge the PPC SEO Gap | SEMpdx | March 2015Craig Galyon
 

Similar to Excel Power-ups for Going Beast-mode in Local SEO (20)

Paul Roetzer - Point Pricing
Paul Roetzer - Point PricingPaul Roetzer - Point Pricing
Paul Roetzer - Point Pricing
 
Local Link Building - Pubcon Local 2021 - Patrick Stox
Local Link Building - Pubcon Local 2021 - Patrick StoxLocal Link Building - Pubcon Local 2021 - Patrick Stox
Local Link Building - Pubcon Local 2021 - Patrick Stox
 
Smxl milan 2019 - Apps script for SEO
Smxl milan 2019 - Apps script for SEOSmxl milan 2019 - Apps script for SEO
Smxl milan 2019 - Apps script for SEO
 
emflConf 2016 - Travis Wright Closing Keynote
emflConf 2016 - Travis Wright Closing KeynoteemflConf 2016 - Travis Wright Closing Keynote
emflConf 2016 - Travis Wright Closing Keynote
 
Ultimate Free Digital Marketing Toolkit #EdgeBristol 2012
Ultimate Free Digital Marketing Toolkit #EdgeBristol 2012Ultimate Free Digital Marketing Toolkit #EdgeBristol 2012
Ultimate Free Digital Marketing Toolkit #EdgeBristol 2012
 
Online SEO Meetup
Online SEO MeetupOnline SEO Meetup
Online SEO Meetup
 
Migrating off legacy platforms while still delivering value - DNA & SAFe AU...
Migrating off legacy platforms while still delivering value -   DNA & SAFe AU...Migrating off legacy platforms while still delivering value -   DNA & SAFe AU...
Migrating off legacy platforms while still delivering value - DNA & SAFe AU...
 
Jill Quick - Ungagged London 2018
Jill Quick - Ungagged London 2018Jill Quick - Ungagged London 2018
Jill Quick - Ungagged London 2018
 
BrightonSEO - How to use XPath with eCommerce Websites
BrightonSEO - How to use XPath with eCommerce WebsitesBrightonSEO - How to use XPath with eCommerce Websites
BrightonSEO - How to use XPath with eCommerce Websites
 
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...
Point Pricing: An Inside Look at PR 20/20's Value-Based Pricing Model (#INBOU...
 
Data Analytics & Facebook Remarketing
Data Analytics & Facebook RemarketingData Analytics & Facebook Remarketing
Data Analytics & Facebook Remarketing
 
Data Analytics & Facebook Remarketing
Data Analytics & Facebook RemarketingData Analytics & Facebook Remarketing
Data Analytics & Facebook Remarketing
 
Local or Bust! Google Local and all Things Links WCMKE 2014
Local or Bust! Google Local and all Things Links WCMKE 2014Local or Bust! Google Local and all Things Links WCMKE 2014
Local or Bust! Google Local and all Things Links WCMKE 2014
 
Scraping with Python for Fun and Profit - PyCon India 2010
Scraping with Python for Fun and Profit - PyCon India 2010Scraping with Python for Fun and Profit - PyCon India 2010
Scraping with Python for Fun and Profit - PyCon India 2010
 
Growing Your Business Through Community and Integrated Marketing
Growing Your Business Through Community and Integrated MarketingGrowing Your Business Through Community and Integrated Marketing
Growing Your Business Through Community and Integrated Marketing
 
Rendering SEO Manifesto - Why we need to go beyond JavaScript SEO
Rendering SEO Manifesto - Why we need to go beyond JavaScript SEORendering SEO Manifesto - Why we need to go beyond JavaScript SEO
Rendering SEO Manifesto - Why we need to go beyond JavaScript SEO
 
Stop making rubbish decisions - Emma Barnes - Give it a go conference - Octob...
Stop making rubbish decisions - Emma Barnes - Give it a go conference - Octob...Stop making rubbish decisions - Emma Barnes - Give it a go conference - Octob...
Stop making rubbish decisions - Emma Barnes - Give it a go conference - Octob...
 
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments' SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
SearchLove London | Dave Sottimano, 'Using Data to Win Arguments'
 
The Ultimate Free Digital Marketing Toolkit
The Ultimate Free Digital Marketing ToolkitThe Ultimate Free Digital Marketing Toolkit
The Ultimate Free Digital Marketing Toolkit
 
Bridge the PPC SEO Gap | SEMpdx | March 2015
Bridge the PPC SEO Gap | SEMpdx | March 2015Bridge the PPC SEO Gap | SEMpdx | March 2015
Bridge the PPC SEO Gap | SEMpdx | March 2015
 

Recently uploaded

Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 

Recently uploaded (20)

Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 

Excel Power-ups for Going Beast-mode in Local SEO

  • 1. State of Search David Minchala, @daveminchala
  • 2. It’s hard out here for a local SEO http://1.bp.blogspot.com/- wCvqMTTE_z0/TVy6YgbYkKI/AAAAAAAAF qs/1OEKdaEzmso/s400/Picture%2B1.jpg @daveminchala | #stateofsearch 2
  • 3. A lot of clients come to us with, er, baggage… @daveminchala | #stateofsearch 3 http://4.bp.blogspot.com/-DTJqn2pS4Rw/UFtn3s3eIrI/AAAAAAAAAGA/DHpi-H- 8bVk/s1600/DSC02641.JPG
  • 4. Google MyBusiness Issues @daveminchala | #stateofsearch 4
  • 5. Reputation Issues @daveminchala | #stateofsearch 5
  • 6. Data Issues @daveminchala | #stateofsearch 6
  • 8. And then everything else… @daveminchala | #stateofsearch 8
  • 9. Usually, there are problems here… http://moz.com/learn/local/local-search-data-us @daveminchala | #stateofsearch 9
  • 10. Well, *somewhere* in here… http://moz.com/learn/local/local-search-data-us @daveminchala | #stateofsearch 10
  • 11. And this certainly doesn’t help. https://getlisted.org/static/resources/listing_time_to_live.pdf @daveminchala | #stateofsearch 11
  • 12. The Arsenal Type Example Providers Value Prop Link research & OpenSiteExplorer, diagnosis MajesticSEO, LinkRisk Find links you might want & links you should stay away from @daveminchala | #stateofsearch 12 Webmaster Resources Google Webmaster Tools Find out if you have a search quality problem; work directly with Search engines to resolve them Competitive Analysis SEMRush, Whitespark, Google search How are competitors doing & what might be working for them Citation research Whitespark, Synup, Moz Local, Yext* See how NAP is displayed on specific publishers & push updates to them; find new citation opportunities Citation diagnosis Google search; listing publisher websites Find where else is bad/outdated NAP data persisting (if you know how to look)
  • 13. My problems: Amorphous Problems Inadequate tooling to size them No clear starting point or path Difficult to maintain visibility into issues Poor feedback loop for work Difficult to keep client engaged @daveminchala | #stateofsearch 13
  • 14. Cross roads time… @daveminchala | #stateofsearch 14
  • 15. Get overwhelmed… @daveminchala | #stateofsearch 15 https://c1.staticflickr.com/1/12/18359894_25cbbb0dcb.jpg
  • 16. …surrender to insanity… http://www.tellhimhespele.com/wp-content/uploads/2013/05/man-kissing-pigeons.jpg @daveminchala | #stateofsearch 16
  • 17. …be Mike Tyson?... http://i.huffpost.com/gen/1108191/thumbs/o-MIKE-TYSON-PIGEON-EX-facebook.jpg @daveminchala | #stateofsearch 17
  • 18. …OR GO BEAST-MODE! @daveminchala | #stateofsearch 18
  • 19. My Spirit Animals @daveminchala | #stateofsearch 19
  • 20. I need goals. @daveminchala | #stateofsearch 20
  • 21. Sweet Photoshop skills, bro. @daveminchala | #stateofsearch 21
  • 22. DUMB Objectives, SMART Goals Example DUMB Objectives: • Generate leads • Make it easier to retain customers Example SMART Goals: • Ensure Google MyBusiness listing & Website are visible in front page search results on Google and top 5 directories that are most important to the client within 6 months. • Reduce duplicate and erroneous listings to less than 50% of known, findable @daveminchala | #stateofsearch 22 listings in 3 months. Example KPIs • Rank position in Search Engines • # bad listings found in Google search Required reading: http://www.kaushik.net/avinash/digital-marketing-and-measurement- model/
  • 23. I need a method. @daveminchala | #stateofsearch 23
  • 25. Getting the lay of the land Required reading: http://moz.com/blog/ultimate-local-seo-audit @daveminchala | #stateofsearch 25
  • 26. That’s a lot of work… I need to make it efficient. @daveminchala | #stateofsearch 26
  • 28. First, go get this: http://nielsbosma.se/projects/seotools/download/ @daveminchala | #stateofsearch 28
  • 29. Getting sh*t done in Excel Scrape Tickle Google and import directly into Excel Start with this formula: XPathOnUrl("http://www.google.com/search?q="&UrlEncode($C$2)&"&start=1&num=100 ", "(//h3[@class='r']/a)”,”href”) Okay, Excel, go to this URL. The URL has parameters that you can find in plain english in C2 – encode it into a URL param, wouldja? When you get there, parse the HTML and find this particular <a> tag. It has links I care about. And bring me back JUST the URL. @daveminchala | #stateofsearch 29
  • 30. Getting sh*t done in Excel Scrape Tickle Google and import directly into Excel Select the number of cells you want to populate with results (Hint – use the num= URL param for Google search) Press F2 to write/paste your formula into the top cell Press shift+ctrl+Enter and… @daveminchala | #stateofsearch 30
  • 31. Getting sh*t done in Excel Scrape Tickle Google and import directly into Excel @daveminchala | #stateofsearch 31 Bam! Er… wait… In an adjacent cell, use this to clean that up: =LEFT((RIGHT(A2, (LEN(A2)-7))), (LEN((RIGHT(A2, (LEN(A2)-7))))- LEN((RIGHT((RIGHT(A2, (LEN(A2)-7))), (LEN((RIGHT(A2, (LEN(A2)-7))))- FIND("&amp", (RIGHT(A2, (LEN(A2)-7))))+1))))))
  • 32. Getting sh*t done in Excel Scrape Tickle Google and import directly into Excel @daveminchala | #stateofsearch 32 That’s better.
  • 33. Getting sh*t done in Excel Go to a URL, look for a string, and if it’s there, import directly into Excel Start with this formula: RegexpFindOnUrl("http://www.6pm.com/shoes", “free shipping”) Okay, Excel, go to this URL. And look for this string. If you find it, send it right back to me. If not, return an error. @daveminchala | #stateofsearch 33
  • 34. Getting sh*t done in Excel @daveminchala | #stateofsearch 34 What we have now: Framework for going to any URL and  Pulling in the information that’s there  Or Only pulling information we care about All in Excel so we can spend more time on pulling out insights, less time on getting what we need.
  • 35. With apologies to Mac users.. There’s not SEOTools for Mac. Sorry. @daveminchala | #stateofsearch 35 But…
  • 36. Import.io is the TRUTH! @daveminchala | #stateofsearch 36 https://import.io/
  • 37. Import.io is the TRUTH! Make any of your listings into an API and check for changes daily, weekly, WHENEVER. HINT: This is a good thing to apply to your Google MyBusiness listing ;) @daveminchala | #stateofsearch 37
  • 38. Let’s start an audit Start at Yext to get URLs you’ll definitely want to monitor https://chrome.google.com/webstore/detail/scraper/mbigbapnjcgaff ohmbkdlecaccepngjd @daveminchala | #stateofsearch 38
  • 39. Getting the Listng URLs @daveminchala | #stateofsearch 39
  • 40. Searching Google for Bad Data Phone number searches are my go-to. You’ll need to check several versions. I use RegexReplace for that: 10-digit phone Regex Replace result 2066022005RegexpReplace($A$2,"^.{3}","("&LEFT($A$2,3)&")") --> (206)6022005 RegexpReplace($A$2,"^.{3}","("&LEFT($A$2,3)&") ") --> (206) 6022005 RegexpReplace($A$2,"(^.*)","("&LEFT($A$2,3)&") "&RIGHT(RegexpFind($A$2, "^.{6}"), 3)&"-"&RIGHT($A$2,4)) --> (206) 602-2005 RegexpReplace($A$2,"(^.*)","("&LEFT($A$2,3)&")"&RIGHT(RegexpFind($A$2, "^.{6}"), 3)&"-"&RIGHT($A$2,4)) --> (206)602-2005 RegexpReplace($A$2,"(^.*)",LEFT($A$2,3)&"-"&RIGHT(RegexpFind($A$2, "^.{6}"), 3)&"-"&RIGHT($A$2,4)) --> 206-602-2005 @daveminchala | #stateofsearch 40
  • 41. Starting to sound like a good option… http://www.tellhimhespele.com/wp-content/uploads/2013/05/man-kissing-pigeons.jpg @daveminchala | #stateofsearch 41
  • 42. I’ve automated *a lot* of this in Excel @daveminchala | #stateofsearch 42
  • 43. Put it all together & automate Enter a query, tell me if it’s a phone number or something else Then press the button and … @daveminchala | #stateofsearch 43
  • 44. Put it all together & automate Get a table of up to 300 citation sources where your query string appears. And who’s likely providing that data! @daveminchala | #stateofsearch 44
  • 45. Put it all together & automate Here ya go  https://www.dropbox.com/s/p44p6tkaa0eez79/automatedNAP audit.xlsm?dl=0 PLEASE tell me how to make it better! @daveminchala | #stateofsearch 45
  • 46. Me @daveminchala David.minchala@gmail.com @daveminchala | #stateofsearch 46