This is a case study about duplicate suppression at scale.

1. DUPLICATE SUPPRESSION
CASE STUDY
What Does NAP consistency do at scale?
1Twitter: @danleibson Email: dan@localseoguide.com

2. THE DATA SET
1,239 locations
48 Keywords per location
59,329 data points checked on a weekly basis
8,115 true duplicate or incorrect listings
suppressed across 37 publishers
2Twitter: @danleibson Email: dan@localseoguide.com

3. THE METHODOLOGY
All keywords were geo-located by zip as there are
multiple locations per city.
 Donuts
 Location set to 92627
Explicit geo-location was called out both before
and after the term.
 Donuts Costa Mesa
 Costa Mesa Donuts
This is the first large scale study to demonstrate a
direct correlation between citation consistency and
Google My Business ranking.
3Twitter: @danleibson Email: dan@localseoguide.com

4. STUFF HAPPENED
4Twitter: @danleibson Email: dan@localseoguide.com
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12/21/14 12/28/14 1/4/15 1/11/15 1/18/15 1/25/15 2/1/15 2/8/15 2/15/15 2/22/15 3/1/15 3/8/15 3/15/15
Local / 3 Pack Progress by Pack Type and Position Counts
3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F

5. LOTS OF AMAZING STUFF
5Twitter: @danleibson Email: dan@localseoguide.com
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12/21/14 12/28/14 1/4/15 1/11/15 1/18/15 1/25/15 2/1/15 2/8/15 2/15/15 2/22/15 3/1/15 3/8/15 3/15/15
Local / 3 Pack Progress by Pack Type and Position Counts
3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F
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-100%
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0%
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150%
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3 Pack #1 Local Pack A 3 Pack #2 Local Pack B 3 Pack #3 Local Pack C Local Pack D Local Pack E Local Pack F Total
Overall Gain by Pack Type and Position Counts
Gain % Gain

6. AND EVEN THINGS WE DIDN’T
EXPECT
6Twitter: @danleibson Email: dan@localseoguide.com
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Positive 6 Positive 5 Positive 4 Positive 3 Positive 2 Positive 1 Zero
Change
Negative 1 Negative 2 Negative 3 Negative 4 Negative 5 Negative 6
Rank Changes within Local or 3 Pack
Series1

7. TAKEAWAYS
7Twitter: @danleibson Email: dan@localseoguide.com
Enforcing citation consistency and removing
duplicates produced a net 23% increase in
pack presence.
This brand has an anemic SEO strategy
No indexable page per location
No Google My Business optimization
Don’t measure GMB traffic