Cleaning up citations from a retail store that moved online only

[localwork]

Hey Mozzers!

We're working with a client that has closed it's home theater store and moved online. Both the online store and the retail location operated under the same name, but we've now launched a new site and rebranded the name and look.

When I search the old business name, it shows the Google local business as permanently deleted, and also shows deleted Yelp profile and other directory listings. The first organic result is the new site, which catches the footer that reads a trademark of (old business name).

How can I clean up the citations for the previous business? Also, I'd like to have more control over the old business SERP page. My idea was to create a press release addressing the new business change in name and branding. Any other ideas?

Lastly, the new business name SERP is completely bare. The second organic result is the new site, but the remaining listings are confusing and unrelated. The press release should help here. Other than that, should I build out new directories for the ecommerce site? Maybe start building profiles and participating in related forums to show traction in SERPs?

Thanks for your help!

[JordanLowry]

Sorry I misread your issue. Since you are online only I would not claim any local listings. I would clean up and remove all those citations if possible though.

[localwork]

In my experience I've only ever used business directories to build local SEO campaigns. I wasn't sure that the directories applied to ecommerce sites without a physical location. So you'd suggest moving forward correcting all the outdated listings to the new name, and use our warehouse for new address?

[BlueCorona]

Hi Localwork,

I agree with Jordan—utilizing Moz's local search tools will be your business asset through this transition from a storefront to the online market. This is one of the best tools to update citation information across multiple directories. However, even with this method is can take 4 - 8 weeks for the online directories to make any adjustments to the information.

I would also like to point out that it can be more difficult to get a company that is only online to rank well in the organic SERPs. Why? Well, without an address tying you to a particular location, you will be ranking for more general keywords instead of "product + city + st" keywords. In order to help improve the rankings for your new website, I would focus the first few months on increasing the domain authority on the new website.

In a May 2013 video right before Penguin 2.0 rolled out, Matt Cutts put it pretty well:“We’re doing a better job of detecting when someone is sort of an authority in a specific space—you know, it could be medical, it could be travel, whatever—and trying to make sure that those rank a little more highly if you’re some sort of authority or a site that according to the algorithms we think might be a little bit more appropriate for users.”

Here are today’s SEO success secrets for improving your domain authority:

• Valuable content
• Outbound linking
• Blogging
• Social media

An easy way to get started with outbound linking would be to (like you mentioned) create AND OPTIMIZE a listing for your business on a variety of online directories. This is help provide links back to your website and is a great place to start.

Hope this helps with the new venture online! Good luck.

[JordanLowry]

You can clean up your local citations by using Moz's local search. You can see which citations are off and make adjustments as needed. As far as Google local business and Bing listing if the address didn't change I would claim that local listing if you haven't or contact Google and explain the issue and they should help update the listing.