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Cómo elegir los MEJORES DIRECTORIOS de EMPRESA para Google y Maps 🥇 — Transcript

by Yinyang Academy · 4,051 words · 601 segments · language en · Watch on YouTube

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0:00Sterling Sky conducted an experiment
0:02with two real businesses. On one hand,
0:04a dentist, and on the other, a
0:07multiservice company, what we call a
0:09handyman here in Spain. Well, for each
0:12of them, they created 50 citations all
0:15at once. After a few days, the organic
0:18positions of each website started to
0:20climb a bit, but as for the local pack
0:22profile? The needle barely moved at all
0:26there. And here is what's really
0:29interesting: one month after creating
0:32the 50 dentist citations, only 26
0:34remained indexed; that is, half had
0:37disappeared. And after 6 months, only
0:40two of the 50 citations created
0:43remained. And exactly the same thing
0:45happened with the handyman. Pay close
0:47attention, because this doesn't mean
0:49what you think it means; this
0:51experiment does not imply that
0:52citations are useless. What it means is
0:55that the way everyone does them, they
0:58don't survive beyond a couple of months
1:00. And a citation that Google has
1:02removed from its index is exactly the
1:04same as a citation you never created in
1:06the first place. I'm Matías Romero, a
1:08professor at Gin Academy, and today
1:10we’re going to talk about something
1:12very interesting. We are going to talk
1:14about business directories, and more
1:16specifically, which ones are worth it
1:18and which ones are not. Basically,
1:20I’m going to teach you three things.
1:22First, what has really changed with
1:25citations in recent years? Everything,
1:28of course, backed by data, not just
1:30hearsay and things repeated out there.
1:33Second, why do they disappear? Because
1:36all of this has a technical explanation
1:38, and if you understand it well, it
1:39will change how you choose which
1:41directories to register with and which
1:43not to. And third, the four criteria I
1:46use to decide which directory I
1:48register a business in and where it’s
1:50not worth wasting my time. And stay
1:53until the end because I’m going to
1:54show you how to do all of this. Yes,
1:57yes. You’re thinking about it, right?
1:59Yes, automatically. So, let's get to it
2:02. I want to start by correcting myself,
2:19because a couple of years ago I
2:21published a class on this same channel
2:23about citations, and in that class, I
2:25said that if you work them well, you
2:27can launch your profile to the top
2:29positions. And today, as the landscape
2:32stands, I wouldn't say it exactly the
2:34same way. And not because it was a lie,
2:37but because their weight has changed.
2:39To help you understand this a bit
2:40better, let’s look at the numbers
2:42regarding the impact of citations on
2:44local SEO, because every so often, a
2:46study on local ranking factors is
2:48published. I’ve mentioned this in
2:50several videos on this channel, and
2:52basically, this study comes from a
2:54group of specialists who rate who
2:56influences what and by how much. But
2:58watch out for this, because it’s also
3:00very important and almost no one
3:02mentions it. That study is not a leak
3:05of Google’s algorithm; it’s a
3:07survey of 47 experts who rate
3:10approximately 180 ranking factors. And
3:14the truth is, this is quite useful
3:16because it serves as a snapshot of
3:18professional consensus within the
3:20sector, but at the end of the day,
3:22it’s an opinion, not an official
3:24X-ray of how Google Business Profile
3:27and Google Maps work inside. So, it’s
3:30very important that you’re clear
3:31about this. When someone throws a
3:34percentage at you or tells you that a
3:35factor is the most important one as if
3:37it were an absolute truth. So now that
3:41this is clear, let's look at the data I
3:43want to mention, which is that in 2018,
3:46it was estimated that citations carried
3:48about 12%weight for ranking in the
3:50Local Pack. In 2020, this percentage
3:53dropped to seven, and it remained stuck
3:56there through 2021, 2022, and 2023.
3:59Today, that percentage has dropped to 6
4:01%. So, take a look at what that really
4:04means. It’s not that there has been a
4:06constant decline year after year. What
4:08happened was a fairly large drop 6
4:10years ago, and since then, it has
4:12remained practically the same in a sort
4:14of plateau. But the data that should
4:16really make you change your strategy is
4:18not that one. That’s what everyone
4:20sees, but in reality, the one that
4:22interests you is this other one. And
4:24it’s that within that same study,
4:26when you drill down into the details of
4:29each factor, there is one that stands
4:31out, which is the number of citations
4:33created. This appears at position 110
4:37out of 187. Note that it’s
4:41practically at the end of the list,
4:43which gives us an indication that
4:44professionals consider the total
4:46quantity of citations to be absolutely
4:47meaningless. And yet, if you go to
4:51Google right now and search for how to
4:53register your business in directories,
4:55what is the exact amount I need? Well,
4:59you’ll find article after article
5:01telling you to create 30 citations,
5:02that you have to create 50, and some
5:04will even tell you to create 100. And
5:07in the end, these figures have never
5:08been verified by anyone. There is no
5:10magic number of citations that you need
5:13to outperform your competition. So,
5:15what are you telling me? That citations
5:16don't work? That they should be thrown
5:18in the trash? Well, no. And now I'm
5:20going to explain why. For this, I need
5:22us to go back to the experiment I
5:24mentioned at the beginning of this
5:25video. 50 citations, and only two of
5:28them survived after 6 months. The right
5:32question is not why these citations
5:34didn't work. The question you should be
5:36asking yourself is why they disappeared
5:38. And here there are two mechanisms you
5:40should understand very well, because
5:42they are the ones that will tell you
5:44where to sign up and where not to waste
5:46your time. The first is crawl depth.
5:50When you register your business in a
5:52directory, your listing doesn't stay on
5:54the homepage of that directory; it
5:56stays hanging from a category that
5:58hangs from another category that in
6:00turn hangs from a paginated list. And
6:03in poorly built directories with bad
6:05web architecture, your listing can end
6:07up 15 or 20 clicks away from the home
6:09page. And for all this, Google has a
6:12crawl budget assigned for each site.
6:15That is to say, Google doesn't crawl
6:17everything, nor does it crawl
6:19everything with the same frequency, so
6:21what is deep inside the website is
6:22visited little, and what it visits
6:24little, it ends up removing from its
6:26content index, and that is why they end
6:28up disappearing. It's not that Google
6:30punishes them; it's that it doesn't
6:32even come back by there. Alright, and
6:34now let's go with the second mechanism,
6:36which is a bit more subtle and which
6:38almost nobody takes into account. For
6:40this, I have to mention a Google patent
6:43known as the reasonable surfer model.
6:46The name is a little weird, but don't
6:47worry, I'll explain it in a single
6:49sentence. Basically, it means that not
6:51all links on a page are worth the same.
6:55Google estimates the probability of a
6:56user clicking on each link and gives
6:58more weight to those most likely to be
7:00clicked. Okay, very good, interesting.
7:03But what does that depend on? Well,
7:05basically on where the link is within
7:08the page, also on the size and color of
7:11the font, whether it's in the main
7:13content or if it's lost in a footer,
7:15and whether contextually it has to do
7:18with the rest of the document. So, as
7:21you can see, there are many factors, it
7:22is not just one thing. But basically,
7:25all this boils down to the fact that if
7:27you sign up for a crappy directory,
7:29your listing will end up on a page with
7:32200 links, all identical, all with the
7:34same text, piled into a list without
7:36any context. This is what is commonly
7:40known as a link farm. And even if that
7:44page stays indexed, the weight it will
7:46pass on to your website is practically
7:48zero. So, in summary, a citation is
7:51useful if the page survives in the
7:53index and if it is placed where it
7:55provides something actually useful to
7:57the user. And yes, those two things can
8:00be checked before you sign up for a
8:02directory. Well, we have the diagnosis
8:05here, and everything I just told you
8:07can be turned into a selection
8:09criterion. I have summarized them into
8:11four questions that I always repeat in
8:13the same order. Criterion one is
8:16relevance. And this has not changed at
8:18all since I started teaching local SEO.
8:20Basically, a directory is useful if it
8:23relates to you, either by topic or by
8:26location. That is, it is either from
8:27your sector or from your city. If it is
8:29neither of the two, it doesn't matter
8:31how good it seems. And before you say
8:33it, okay, maybe it's a generalist
8:35unicorn, but those can practically be
8:37counted on the fingers of one hand. And
8:40something that is constantly overlooked
8:42is that local directories in Spain are
8:45not the same as those recommended in
8:47any article you read from an English
8:49blog. Basically because the ones there
8:52have nothing to do with the ones here.
8:55So before copying a list of 50 names,
8:57check first that those directories
9:00actually exist and are used here.
9:04Criterion two is survival, and this is
9:06where authority metrics come in, those
9:08you might be familiar with. DA, DR, CF,
9:12TF. And I want to be clear about what
9:15they are for, because these metrics do
9:17not tell you if a directory is relevant
9:19to you. You have already decided that
9:21in criterion one. What they tell you is
9:23something else. They tell you if that
9:26page will still exist in about three or
9:28six months. As you can see, they are
9:31two totally different questions and are
9:33answered with different data. The third
9:36criterion is depth, that is, how many
9:39clicks from the homepage your listing
9:41will end up, because a directory with
9:43good categorization, pagination, and
9:46internal linking can place you three or
9:48four clicks deep; but a poorly built
9:51one will bury you at levels that,
9:53believe me, are frightening. And the
9:56fourth criterion, richness. This is
9:58what I call a premium citation or a
10:00supercharged citation. For that, you
10:02have to ask yourself the question of
10:04how many fields that directory lets you
10:05fill out. Does it only let you put the
10:07name, address, and phone number? Or
10:09does it let you add photos, services,
10:12prices, hours, descriptions, or even
10:15reviews that Google itself can read?
10:18Because the more unambiguous
10:19information there is about your
10:21business on that page, the easier you
10:22are making it for Google to understand
10:24who is being talked about. And I don't
10:27care if the link is follow or no-follow
10:29, because remember that a premium
10:31citation will contribute more to you
10:33than 10 mediocre ones. And as a bonus,
10:36there is a fifth question that is not
10:38about quality, but rather about
10:40strategy, and it is the question: is
10:42your competition in this directory?
10:46Because if your five main competitors
10:48are in a directory and you are not,
10:50that is not just another opportunity on
10:52the list, it should be the top priority
10:55on that list. Very good, very nice. But
10:59let's be realistic, because applying
11:01these four criteria plus the last one,
11:04all by hand, directory by directory, is
11:06an afternoon or two of work, and that's
11:09for every business you have to analyze.
11:12So I'm going to show you how we do it.
11:15Well, here I am going to show you how
11:17we use Citation Pro to streamline and
11:20automate the entire citation search
11:22process. To do this, we come to the
11:25tool, and from here we can run an
11:27analysis for each keyword we want to
11:30research. In other words, this is not
11:33just searching for businesses in your
11:35main category, but you can go a step
11:37further and search for those businesses
11:39that are ranking well for specific
11:41services. This broadens the range of
11:45directories and possibilities much more
11:47than if you only go for your main
11:49keyword, which might be, well, dentist
11:51in Zaragoza, lawyer in Seville,
11:53etcetera. For that, notice how simple
11:56it is. Here you enter the keyword. In
11:59fact, it already suggests some that are
12:01related to your business's services.
12:04Let's enter, for example, bridal shoes
12:06Alicante, or I can remove the keyword
12:09Alicante from here and just leave
12:11bridal shoes. And for the location,
12:14here I can indeed enter Alicante, or I
12:16could even enter a province or a
12:17specific street. Depending on the
12:20location I enter, it will detect
12:22different competitors. With this, of
12:25course, we click here to search for
12:27competitors, and it will give us a list
12:29with our business and each of the
12:31competitors best positioned for that
12:33keyword in that location. From here, we
12:36will have to choose five competitors,
12:38those we are interested in analyzing.
12:41They could be, for example, these two.
12:43I personally tend to look for those
12:45that have a higher and better rating in
12:47terms of quantity and review scores,
12:49okay? This also gives me an indication
12:52that these are quite strong businesses
12:54that are performing very well. Once I
12:56have the five selected, I click on
12:58confirm selection and start analysis.
13:01Once the analysis starts, it will take
13:03approximately 20 or 30 minutes, okay?
13:06Because it has to go competitor by
13:08competitor, searching all the
13:10directories where they appear, and then
13:12analyze each of these directories to
13:14assess if it is really worth creating a
13:16citation there. Because, as I mentioned
13:20before, many of them won't be worth it
13:22because they are low-quality
13:23directories that, in a couple of months
13:25, won't contribute anything to you;
13:27it's even possible they will be
13:29deindexed by Google itself. Well, once
13:32the analysis is finished, which in this
13:34case the one we did is still running,
13:35but I'm going to show you one I did
13:37previously so you can see a bit of the
13:39results it will show you. On one hand,
13:41we have the total number of discovered
13:43directories. From there, I see that in
13:4610 of them I already have a citation
13:48created, but there are 42 where I still
13:50don't appear and my competition does.
13:53It is ordered from best to worst. Okay?
13:56For that, we have come up with this
13:59metric, a score in which we analyze
14:01many factors, on one hand domain
14:03authority, but on others also semantic
14:06quality, crawl depth, and so on. So, in
14:09this way we are already classifying
14:11them for you so that you really know
14:13which ones are the ones you are
14:14interested in. If you wanted to see the
14:17exact SEO statistics, you click this
14:19button and all these metrics I
14:21mentioned will appear, DA, PA, CF, TF,
14:23which many people will know, and others
14:25might not. We keep it hidden by default
14:29so as not to confuse anyone, but hey,
14:31if you want to see it, just know it’s
14:33there for you too. And then, within
14:36each of these directories, if I click
14:39on it, I’ll be able to see the pages
14:41it has detected with each of my
14:43competitors 'citations. In this case, I
14:46won't appear in any of them because I'm
14:48on the opportunities tab, okay? I’ll
14:49show you the others now, but in all of
14:51these, they are present and we are not.
14:54If I click on this one here, I can see
14:56the citation for one of my competitors,
14:58in this case, Alamas. And look how
15:02powerful this feature is, as it allows
15:04you to collect reviews from various
15:06sources. In this case, I believe it
15:10draws from Trustpilot and other places,
15:12but it's gathering tons of reviews for
15:14this business, and honestly, I wouldn't
15:17have considered this directory right
15:19off the bat to create a citation. But
15:22if we come here and look at others, for
15:24example, we can go to this one, which
15:26is a directory more focused on business
15:28and financial information, okay? So I
15:30come here and I’m going to see other
15:32types of data. The idea here is that
15:35this data is complementary, okay? We
15:38have this here, and if I enter, look, I
15:40have all the business and tax data for
15:42this company, which at first you might
15:45think doesn't add value to your
15:47business, but it's actually the
15:48opposite; because all of this is
15:50content that proves to Google that your
15:53business truly exists, which is what's
15:55known as E-E-A-T, right? So, those
15:58signals of authority and trust that
16:00Google values so highly. Well, with all
16:03this information, you can start
16:05choosing which directories you want to
16:07sign up for, and with just this button,
16:09it will take you directly to the
16:10registration page. Then you have the "
16:14my citations" section, where each
16:16citation you create will be recorded so
16:19it can also serve as a kind of control
16:21panel to manage all your citations. In
16:24fact, if you go to the purple edit
16:26button here, you’ll be able to
16:28correct some data that has appeared.
16:31For example, if there has been a
16:33variation in the NAP that you need to
16:35fix, or if it was just a minor change,
16:37the date you made that update, and so
16:40on. Okay? So, all of this will also
16:43serve as a tracking database for every
16:45one of your citations. And you will
16:48also be able to analyze each competitor
16:50individually across all citations and
16:52every directory where they appear. For
16:55example, here we have the Alamas one we
16:57were looking at a moment ago, and from
16:59here we can see all the directories, as
17:02well as those that aren't directories
17:04but still count as citations, such as
17:06social networks like their Facebook
17:08page, Instagram, LinkedIn, and so on.
17:10Right? So, we have some incredibly
17:12powerful competitive intelligence. And
17:14here we have a very interesting metric,
17:15which is the popularity potential. Here
17:18we can see the popularity and the
17:21cumulative score for all the
17:23directories we've created, and with a
17:26simple calculation, we can see where we
17:29have the potential we've gained by
17:32signing up and where our competitors
17:35appear on average. This way, we can
17:39estimate more or less all the
17:40popularity we could acquire on a scale
17:42of 0 to 100, how much we have, and how
17:44much our competitors have on average.
17:46Right? This doesn't mean that if I have
17:50more and my competition has less, I
17:52will automatically rank above them,
17:54because as I mentioned, we are
17:55analyzing this for a specific service.
17:59If you want to know your popularity
18:01potential for another service or
18:03keyword, you would need to come here
18:05and run another analysis for that
18:07specific keyword. So, in this way, you
18:10can analyze the popularity not just of
18:13your business listing in general, but
18:15for each of these services in
18:17particular. And finally, I want to show
18:20you something that appears at the very
18:22bottom, which is also very important:
18:24the list of ignored directories. By
18:27default, we mark some directories as
18:29invalid, but this might produce a false
18:31positive on occasion, or it might be
18:33one that you are actually interested in
18:36for some specific reason. So, you will
18:39also have the ability to restore it or
18:42simply leave it in this ignored list so
18:45it doesn't clutter your general
18:47business metrics. So, as you can see,
18:50it is a tool that is truly quite
18:51powerful. We are still improving it
18:54even further with feedback from our
18:56users, but personally, in our agency,
18:58this is saving us hours and hours of
19:00work every week. I want you to note one
19:03thing you just saw: of this entire
19:05process I've shown you, the automatic
19:07part here is finding, sorting, and
19:09classifying them by priority. For now,
19:12you still have to sign up for each of
19:14these directories manually, because
19:16there is no way to automate it. And
19:19this is because most of these
19:21directories already have anti-bot
19:22filters during the registration phase.
19:25But that is actually where the
19:27difference lies, because before you
19:29would spend the whole afternoon
19:31searching and then a whole week signing
19:34up for 30, 40, or 50 directories. Now,
19:37the search takes a couple of minutes,
19:40and you sign up for the 10 that will
19:42actually last for months to come. And
19:45before finishing, I want to mention
19:47three mistakes I constantly see
19:48regarding creating citations in
19:50business directories. Mistake number
19:53one is chasing volume. I’ve already
19:56mentioned this throughout the video,
19:57but it’s important that it's very
19:59clear to you because it's what makes
20:01you waste the most time. If 48 out of
20:03every 50 registrations end up
20:05disappearing, doing 100 doesn't mean
20:08you're working more; it means you're
20:10wasting more and more time, so 10
20:12well-chosen ones will give you more
20:15than 50 in bulk. And I'm telling you
20:18this in case you want to go to some
20:19Fiverr platform or something similar to
20:21buy links in citations. The second
20:24mistake, and this one might surprise
20:25you, is obsessing over the NAP being
20:27identical down to the last comma. You
20:29know that if "avenue" appears in one
20:31place and "ave." appears in another, or
20:35any other format, whether it's the door
20:37number, or whether I put the phone
20:39number with or without the prefix, this
20:41has been verified with many businesses
20:43that have moved locations and didn't
20:45update their citations for several
20:47weeks, in some cases even months, and
20:49they still didn't lose rankings. In
20:52some cases, they even gained some as
20:54soon as they changed the address on
20:56their Google listing, because at this
20:58stage of the game, Google normalizes
21:00all those variations; it basically
21:01understands them. Mind you, don't let
21:04that deceive you. What you do need to
21:07correct are real errors, that is, a
21:09phone number that no longer exists, an
21:11address from 3 years ago, or duplicate
21:13listings of the same business, because
21:15this confuses Google, but it also
21:17confuses your customers. But basically,
21:21what I want to tell you is don't waste
21:22a whole afternoon over an abbreviation;
21:24you have to be smart. Mistake number
21:26three, and it is the one that will
21:28matter most in the coming years, is
21:30discarding a website just because it
21:32isn't a directory. The local newspaper
21:35that wrote about your business, or your
21:37neighborhood merchant association, or a
21:39blog that made a list of the best in
21:41your city. Well, in some sectors, even
21:44the professional association you belong
21:46to. Everything I just mentioned are
21:50also citations, specifically called
21:52unstructured mentions, and right now,
21:55these are gaining the most weight in
21:57AI-powered search engines, especially
21:59when someone asks a language model for
22:02the best business in their area. And
22:06listen, I say this with total honesty,
22:08this is still fully evolving and there
22:10is no single way to do it or anything
22:13set in stone, so no one can guarantee
22:15you today how this whole system will
22:18work in a year. But if you ask me where
22:21to invest my time, between signing up
22:24for the 30th directory or getting my
22:26city's newspaper to talk about me, I
22:28would be quite clear about what I’d
22:30choose. And to finish, remember this:
22:34the problem was never creating few
22:37citations, the problem was creating
22:39ones that won't survive over time. So
22:43keep in mind relevance, survival, depth
22:45, and richness. Four questions before
22:49filling out any form. And if your
22:51competition is already there, that has
22:53to be the first one you create. And
22:56remember that the entire analysis and
22:58research process can be done
23:00automatically with Citation Pro, one of
23:03the many exclusive features we have in
23:05Local Brain. If you are watching this
23:09before Sunday, August 16th, know that
23:11you are still in time to take advantage
23:14of the launch promotion with up to a 40
23:16%discount, in addition to being able to
23:19qualify for one of the 10 lifetime
23:21licenses that will not be repeated.
23:23I'll leave the link in the description.
23:25And that's it, thank you very much for
23:27your time. See you in the next video.
23:29Bye. M.

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This page contains the full transcript of Cómo elegir los MEJORES DIRECTORIOS de EMPRESA para Google y Maps 🥇 by Yinyang Academy, generated from the public captions YouTube serves with the video. The transcript has 4,051 words across 601 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

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