Live Event – Office Hours: Name Coherence Theory

Fri May 20, 2022, 10am – 10.30am PT

Local SEO Guide CEO Andrew Shotland and SEO Strategy VP Karl Kleinschmidt hold a live event on LinkedIn this Friday to discuss some exciting new LSG research findings that offer opportunities to optimize the effectiveness of directory listing ranking. This live event and research have SEO implications for:

  • Directory sites
  • SEO Stakeholders
  • Multi-site businesses

Viewers can expect to exit the SEO Office Hours session with a better understanding of how to optimize directory listing rankings. In addition to a research review and three case studies, the event will also feature an AMA part to answer questions from the audience. You can sign up for the event and / or ask questions on SEO in general and on more specific research-related questions that Karl and Andrew can answer during the live stream.

What is the theory of coherence of names and what will we talk about?

Local SEO Guide uncovered new data insights suggesting directories earn more search volume when the titles of their local directories match Google Business Profile Knowledge Pane Titles. In the course of the research, Karl Kleinschmidt analyzed over 500,000 adverts and noticed a key association between these two very interesting elements.

We are calling him Theory of coherence of names.

The initial hypothesis

  • A certain percentage of the directory’s search volume comes from people looking for business in their directory via Google Search.
  • So, if the information on the directory listing matches what Google has as business information, you will likely rank higher when someone searches for that entity.

To test this hypothesis, we looked at data from several corporate directories …

What we found out

In the first step, we looked at a single corporate directory and the results seemed to support the hypothesis. We found a correlation between an exact match in the list and stocks in GBP and where they ranked in Google’s SERPs. On average, listings that matched tended to do much better than those that didn’t match title and address.

But it was just a directory, so we had more work to do to follow up on this insight with different directories in different industries. We will discuss these findings in more detail during LinkedIn live streaming e examines all three case studies to reveal what this means for SEO stakeholders, companies using directories, and directory websites.

How important is this discovery?

Well, for the first directory alone, LSG found 8851 opportunities where the information found in the Google Knowledge panel did not match the information in the directory and affected rankings.

The findings could have a major impact on the ability of several directories and businesses to seize new opportunities to rank better. Additionally, the data so far suggests that few of the directories and companies surveyed are noticing or prioritizing the consistency of the list name. This is costing them visibility in thousands of locations.

Information on recording the live event

LIVE Event Registration: Join us for the fun on Friday May 20, 2022, 10am to 10:30 am PST. And don’t forget to post any questions you may have for the LOVE it here.

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